photo credit: akk_rus

As I discuss in my article “Pets Are Big Business,” Americans are more eager than ever before to lavish their beloved “furry children” with products and services that were unavailable just a few years ago.

Here’s another trend that spells opportunity: a growing percentage of pets in America are cats. Yes, cats now outnumber dogs. This trend is driven by a number of factors:

–Americans have busier lifestyles, with fewer children in the family, and pets fill the void (with cats increasingly being the pet of choice).

–More homes are empty of people during the day (and cats are better than dogs at being left alone).

–Landlords who once would’ve forbidden all pets are more likely to accept cats.

–More pets are being kept indoors, and cats are more adaptable to an indoor lifestyle.

–As the human population ages, more older people are looking for furry companionship, and cats are easier for seniors to care for.

This is a trend with no end in sight, which presents an opportunity to put more emphasis on cat products and services. Consider just a few possibilities:

–Cat houses, trees, swings, and other elaborate cat play equipment. Some people have a family room or game room with a large amount of space devoted to such things. An entrepreneur with handy skills could provide ready-made products and/or plans for do-it-yourselfers. Good-quality cat toys will always be in demand.

–Cat photography and portraiture. Just as some photographers specialize in photographing, painting, and drawing children, an entrepreneur with a love of cats could carve out a niche in providing a photography service for cats. How about a mobile photography service? Most cats don’t like to ride in cars.

–Cat-decorated stuff. A spinoff of the photography service could be a selection of items adorned with the cats’ pictures-mugs, bags, shirts, calendars, etc.

–Cat treats for senior cats. Less-active cats have special dietary needs; some senior cats have trouble chewing. You can find (or create) a recipe, find molds in cute, cat-related shapes, and start your own cat-goodie bakery. You can sell them online as well as to pet shops, boutiques, and veterinary offices.

–Cat day care or in-home visitation for people who don’t want to leave their cats alone, but don’t want to remove them from their familiar surroundings either.

–Cat wearables. Cats generally aren’t as agreeable to wearing human-type clothing as dogs are, but many people buy fancy collars for their cats. Breakaway collars and glow-in-the-dark tags are evidence of cat owners’ concern for their pets’ safety.

–Cat breeding, if you’re passionate about a particular breed of cats. Just be sure to learn everything you can about breeding to make sure you raise healthy cats.

And when you’re ready to market your new “catty” business, be sure to work with a copywriter who shares your passion for cats. Best of success in your cat-pampering purr-suits!

Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she’s not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.

Have you signed up for her free e-mail series on marketing strategies?

http://www.justrightcopy.com

http://www.thegoodplacetobe.com

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As the number of children per household declines, the number of pets is increasing. Baby boomers, a powerful segment of today’s market, are quickly becoming empty-nesters and replacing their grown two-legged children with four-legged ones. Indeed, many people now call themselves pet parents or guardians rather than “owners.”

“By buying pets human-type gifts, we are making ourselves feel good and making them happy,” says Bob Vetere, chief operating officer of the American Pet Products Manufactures Association (APPMA). This trend suggests a hugely profitable strategy for entrepreneurs in the pet business: position pets as members of the family. Here are three ways:

Create human-like products and services for pets:

–Gourmet and specialty pet foods.

–Doggy and kitty treat cookbooks.

–Pet clothing.

–Human-type pet furniture.

–Coordinating “Mommy and pet” jewelry.

–Designer pet carriers, buggies, and strollers.

–In-home grooming services.

–High-end grooming products, such as aromatherapy baths.

–Pet portraiture.

–Pet birthday party supplies.

–Pet communicator services for pets with problem behaviors.

Rename your existing pet products and services:

–Your pet supply store becomes a pet boutique.

–Your boarding facility becomes a pet hotel.

–Your kennel becomes doggy and kitty day care.

–Your grooming business becomes a pet spa.

–Your dog training skills make you a pet behavior specialist.

Capitalize on the fur frenzy with your existing non-pet business:

–Extend your brand to include pet products.

–Feature pets in your ads and sales messages.

–Donate a portion of your profits to an animal rescue group (and say that you are).

–Welcome pets in your store or lodging facility.

–Have a food service? Host regular dog-and-human cocktail parties.

–In the construction business? Offer custom dog baths/showers in high-end homes.

As always, choose a marketing expert with a passion for pets to help you create a marketing plan that resonates with your market. People are eager to spend lots of money on their pets. You might as well be positioned to receive your share.

Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she’s not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.

Have you signed up for her free e-mail series on marketing strategies?

http://www.justrightcopy.com

http://www.thegoodplacetobe.com

Think about it. One of the leading reasons why people choose NOT to buy a product or service is they are worried that if the product or service sucks, they are going to lose their money and they will feel like a fool for buying it. And nobody wants to feel like a fool.

Here is an example of the power of a money back guarantee for a product. Let’s say you want to buy a puppy for your kids. Pet store “A” has several very cute puppies and they cost $250 each. Unfortunately, if you buy a puppy from pet store “A” and it turns out the puppy is sick or has a disease, it is your problem. All sales are final. No refunds or exchanges. On the other hand, pet store “B” offer several cute puppies and they offer a full money-back guarantee that states, “Take your new puppy to a veterinarian within the next 14 days and if it is sick or has a disease, you can return it and pick out a different puppy or you can have a full refund.” Now which pet store would you prefer to do business with? Pet store “A” where all sales are final or pet store “B” where you are protected? The obvious choice is pet store “B”. Pet store B is going to get the most business and will easily dominate sales over pet store B, especially if pet store “B” is smart enough to include their strong money-back guarantee in all of their advertising.

A strong money-back guarantee is also an incredibly powerful sales tool in the service industry. For example, let’s say you own a small business and you have several computers. Now computers being computers, from time to time they will have problems and you will need a computer technician to fix them. To find a computer technician, you go to the yellow pages in your phone book. There you see two ads for computer service companies. You read advertisement “A” and the company looks good, they have been in business for 5 years, they have a friendly staff, blah, blah, blah. Then you read advertisement “B”. In this ad you read that all parts and service come with a 90-day guarantee. If your computer has the same problem within 90 days after they fix it, they will come back to your office and fix it for free. Now, which company are you going to call—the company that offers no guarantee or the company that protects you with a strong guarantee? The choice is obvious.

If you want to instantly increase your sales, offer a strong guarantee and display it in all of your advertising. If your competition offers a guarantee, do everything you can to make your guarantee stronger.

Peter Geisheker is the CEO of The Geisheker Group Marketing Firm. Peter specializes in developing and implementing strategic marketing programs for small businesses. For more information and a free marketing plan ebook, please visit http://www.geisheker.com

photo credit: dbzoomer

Define them – from their shoes to their underwear.

Knowing who you can serve best saves you time and money. When you’ve clearly defined the customer who is going to be the perfect fit for you and your service, you’ll stop marketing to everyone, wearing down your shoes and your smiles by going everywhere, talking to anyone and advertising everyplace. You’ll be able to focus on a specific brand of client and build your brand and reputation as you go.

2. Go where they go.

Because you know the inner workings of your perfect clients (hint: they are going to be a LOT like you) you’ll be able to take yourself to the places they congregate. I’m not saying you should be a predator (or a stalker) but I’m saying, you’re naturally going to find the clients you want to work with if you go where they go (whether it’s the Whole Foods® down the street or the doggy gymnastic center that opened up down the block.

3. Find others like them and ask for referrals.

Okay, you’re clear on who your perfect client is. You head to places they would go and you’re meeting folks like them. While you’re busy making friends be sure to ask if they know anyone who could benefit from your service. This is a great opportunity to use your benefit statement – and not a sales pitch.

4. Use your email signature line to do the work for you.

NEVER send an email that doesn’t give a great commercial for you and your business. It should be professional, have all the contact information anyone would need to find you again, and an enticing offer that encourages the recipient to take action. I’ve got ideas and samples about what kind of ‘enticements’ you can add to your emails signatures in my Home Study System – available in the fall of 2006.

5. Give more than is expected (contracted/promised).

No matter what you say you’ll do, people remember what you REALLY did. So, if you tell someone you’ll follow up by next Monday, you darn well better follow up by then. Better yet, why not shoot an email this afternoon and send them some information that is useful while not at all related to what you do. Maybe you’ve met a great prospect and you had a discussion about his daughter’s little league team needing new uniforms. When you get back to your office you remember that you’ve got a contact that sponsors local teams and they own an embroidery company. Call your potential sponsor, tell him about the team and then send an email to the prospect with the contact info for the potential sponsor. Oh, and be sure your email signature line has all your company contact information!

6. Say no to anyone that you can’t serve best.

Yep, I’m a rebel. I’ve learned that I’m just not everyone’s cup of tea. That means that it’s okay to realize that not everyone is my cup of tea either. I’ve got a specific style of working and systems and rules that just don’t please everyone. The ways that I work with people and pets are highly evolved and specific to my strengths. So when I find that I’m not able to make some folks happy, I take it as a sign that I’m not their best fit and I make a referral to a company that is likely to be a better service provider for them. Ultimately I work for raving fans only – if I don’t think I’m going to be able to make them rave, I say no.

7. Ask great questions.

This one is so basic that it’s easy to see why it’s overlooked. No one I know really wants to feel sales-y – so they miss the big openings to ask good questions that can often times lead to a sale. Questions get folks talking about themselves and educating you about their specific experiences with pets, pet-care providers and other related topics. You should never leave the house without some good open-ended questions. Want to see some good ones? There’s a list of great ones in the Home Study System…set to be released in fall 2006.

8. Educate them.

Since you’ve been asking questions and getting honest answers, you can use that data to provide great information to your target audience. Be their human “search engine” for all things related to your area of expertise. Be the resource that they go to first for information, whether it’s how to introduce a new kitty to the household or what to do to be prepared for an emergency. You can educate them one-on-one, in group settings like seminars or networking groups, or by writing articles and providing email assistance.

9. Write articles they’ll read.

This is a top-notch way to become the expert. Stick to your niche and start writing. You can write a tip sheet like the one you’re reading now in less than a couple of hour’s time. You can write articles for your local paper, for the publications your target audience is most likely to read and for the web. The bottom line is start writing. If you’re worried about your grammar and syntax, why not hire a college student who’s majoring in English or Journalism to edit your final product?

10. Speak to their groups.

This is just another way of educating your target clients. Whenever you meet new people who would be great clients find out what groups they belong to. Then find out if they have outside speakers come in (most have a programming committee that is DYING to find someone to come in to their meetings) and provide an entertaining presentation. Contact the programming chair and offer to speak to their group about your specialty. Make sure you’ve got a way to collect contact information and plenty of business cards. Want more info in using public speaking to get more great clients? Make sure you check out the speaking section of the new Home Study System.

11. Solve their problems.

Because you’ve been listening when you were asking questions, you’re now really aware of the specific concerns and problems your potential clients have when it comes to their pet care. Set yourself up to be their problem solver. More than providing dog-walking, you provide midday relief for aging dogs who don’t have as much control of their bladder, and you provide guilt-free work days for the owners. See what I mean?

12. Get out of the house.

Hey, we’ve all done it…convinced ourselves that we can get new business strictly by tweaking our website, or submitting articles on line. Or doing anything but getting out there in the public eye – and I dare say there’s a hundred and one hucksters who will try to convince you of just that. But aside from needing to go out to conduct your pet-care visits, you need to get out of your chair and about your town to meet and greet potential clients and their friends. This means being presentable, having business cards and a smile.

13. Spend half your work hours marketing.

My coach and mentor Fabienne Fredrickson is the Client Attraction expert and she taught me that there are only two activities an entrepreneur should be doing every business day. The first is whatever it is you do to earn your money (in your case, pet-sitting) the other is marketing. And she goes so far as to mandate you spend 50% of your work hours on each of these tasks. I’d have to agree. If you want a clear and concise way to make that happen, I recommend you get with Fabienne and work through her Client Attraction System. It’s done wonders for me.

14. Create a system that works for you.

Systems make the life of an entrepreneur a happy one. Putting your marketing activities on auto-pilot set you on course to keep the clients coming. For instance plug all your networking events into your calendar for the year, same with your talks, your writing deadlines and your client interactions. Make it a habit to stick to the calendar and plan for those deadlines ahead of time. You’ll be amazed at how much more you can accomplish each day.

15. Ask for (and use) testimonials.

What’s better – me telling you how wonderful I am with your cat or your neighbor raving about the outstanding care and loving service I provided to her cat? I thought so. Your clients should all be raving fans – you planned it that way, right? So anytime they send you a note or email or make a phone call singing your praises, ask them if you can use their testimonial in your marketing materials. Also make sure you can use their first and last name and some identifying material (like city, or company). If you haven’t gotten many unsolicited pieces of praise, don’t worry, simply make a call or send an email requesting testimonials to a few of your favorite clients.

16. Always carry business cards.

And make sure your business card is a fabulous representation of you. Make sure the logo is clear and enticing, your name and contact information are easy to find and your website address is obvious. Don’t overlook the valuable real estate on the back of the card either. You’ll want to have a call to action there too. Now, whenever you’re having a great conversation with someone whose pet-care problems you can solve, you’ll have a great little “leave behind” when they ask “Hey, do you have a card?” For more info on business card etiquette, check out my marketing section in the Home Study System…

17. Chat with the person next to you.

Have you ever had to stand in line? At the grocery store, the Social Security office or the post office? Me too. These are great opportunities to make a new friend. During your chat, why not ask some of those great questions you’ve thought up? At the very least you’ll pass time in a pleasant fashion, and at best you’ll meet a potential new client. Never miss the opportunity to find out how you can serve your neighbor’s better.

18. Gain experience.

Look at each marketing endeavor as an opportunity to learn what you’re great at. When you feel awkward, or unsuccessful, use it as an opportunity to figure out what would make it work better. If you feel it’s completely a no-go, drop it and try something new. Each new bit of experience adds to your ability to market to your perfect customer as well as redefine who that customer is.

19. Create a list of folks you want to meet and go for it

This is your personal “celebrity hit parade.” Create a list of the movers and shakers in your community whom you would like to meet. These can include your mayor and other elected officials, the owner of the largest automobile franchise or the popular proprietor of the local eatery. Getting to know the movers and shakers in your realm adds to your level of recognition in your community. You’ll be the go-to person for the local celebrities and all your other potential clients will take notice. Make sure you maintain your grounded personality and keep all confidences and privacy considerations in check. But do recognize that someone’s got to be their pet’s caregiver – why not you?

20. Be prepared.

Obviously I was never a boy scout, but I always liked their motto. Being prepared means anticipating various scenarios – from a flood in a client’s basement to a dog slipping from his collar – and knowing what you’ll do when it happens. Spend time thinking through all the best and worst scenarios that can happen in this industry and then create your plans. Some may even prompt you to create an extra page in your client welcome packet (we’ve got a form asking who will be the caregiver if the client is incapacitated). Knowing that you’re prepared for most scenarios gives you an air of confidence and professionalism that you just can’t fake. Trust me, the best clients know.

21. Give back to the community.

We’re service oriented people; otherwise we would not be pet-care providers. It’s important to find ways to invest in your community and ensure it stays a great place to live and work. This keeps great clients in your service area and attracts great workers. Find one or two causes that are near and dear to you (whether it’s the after-school program, the garden society or an animal rescue group is inconsequential) and set goals for your participation each year. Feel free to submit press releases and write articles about your and your company’s support of these organizations.

22. Set business hours and stick to them.

Professionals respect professionals and setting business hours creates your legitimacy in the eyes of great clients. Obviously, you’ll have an emergency back up plan (see #20 be prepared), but you have every right to take days off and stick to them. Great clients keep to schedules and respect yours, as long as you do.

23. Stand out from the crowd.

Don’t be afraid to do things your way. Doing everything exactly the way everyone else in your industry does isn’t a step on the road to greatness. Simply asserting “my goal is to have the best customer service in pet-sitting” is NOT setting you apart. Find ways that you can be different. Sometimes it’s taking a stand that’s contrary to your colleagues, sometimes it’s adding an extra bonus or specializing in a specific niche. The difference is up to you, but as they say, Vive la difference!

Peggie Arvidson-Dailey is the owner of peggiespets.com and the founder of petcareuniversity.com. She’s the author of the popular “Pets in the City” column in the Del Ray Sun and has been interviewed on the topic of customer service. Her pet-sitting business has been recognized by The Washingtonian as Best of the Best in the region. To find out more and get all the tips and hints you need to start and run your pet-care business, be sure to subscribe to the monthly Petrepreneurs Tips E-zine at http://www.petcareuniversity.com.

photo credit: holga_new_orleans

Testimonials are a powerful selling tool for all businesses especially in pet stores. If the pet store has services such as dog training, testimonials are even more powerful. New shoppers to your store are more likely to make a purchase after reading testimonials about your business. Testimonials build trust and credibility to your business.

After obtaining testimonials, they should be placed in prominent areas of the store including the entrance, checkout, and areas which have high traffic flow. Having several short testimonials is better than one long one. Keep the original testimonial by the customer and put the information on bright color paper. This will draw more attention. Laminating them or putting them in a protective folder will make it more professional and last longer. You must either add new testimonials and or move them around the store. Many customers are creatures of habits and followed the same path each time in the store.

How do you obtain the testimonials to post? There are many ways, but here is a couple to get you started. Anytime, you hear a customer make a positive statement about your pet store, ask them if they could make a short testimonial. Since, it is short they will be more likely to do so. Also, you may offer a free inexpensive gift or a discount on their next purchase to strongly encourage customers to give you a testimonial.

Another way to get a testimonial is to ask for it in a direct mail letter to your regular customers. You could offer the same incentives to increase the response from the direct mail letter.

Getting testimonials and displaying them around your store is just another way to show how your pet store is better than the competition. Every advantage that can be shown to visitors to your pet store will lead to more money into your pocket.

Jerry Robertson is a Retail Consultant and author of “Shocking Truth to Pet Store Success”. You can get a free copy and subscribe to his free monthly newsletter at: http://www.petstoreconsultant.com

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As the number of children per household declines, the number of pets is increasing. Baby boomers, a powerful segment of today’s market, are quickly becoming empty-nesters and replacing their grown two-legged children with four-legged ones. Indeed, many people now call themselves pet parents or guardians rather than “owners.”

“By buying pets human-type gifts, we are making ourselves feel good and making them happy,” says Bob Vetere, chief operating officer of the American Pet Products Manufactures Association (APPMA). This trend suggests a hugely profitable strategy for entrepreneurs in the pet business: position pets as members of the family. Here are three ways:

Create human-like products and services for pets:

–Gourmet and specialty pet foods.

–Doggy and kitty treat cookbooks.

–Pet clothing.

–Human-type pet furniture.

–Coordinating “Mommy and pet” jewelry.

–Designer pet carriers, buggies, and strollers.

–In-home grooming services.

–High-end grooming products, such as aromatherapy baths.

–Pet portraiture.

–Pet birthday party supplies.

–Pet communicator services for pets with problem behaviors.

Rename your existing pet products and services:

–Your pet supply store becomes a pet boutique.

–Your boarding facility becomes a pet hotel.

–Your kennel becomes doggy and kitty day care.

–Your grooming business becomes a pet spa.

–Your dog training skills make you a pet behavior specialist.

Capitalize on the fur frenzy with your existing non-pet business:

–Extend your brand to include pet products.

–Feature pets in your ads and sales messages.

–Donate a portion of your profits to an animal rescue group (and say that you are).

–Welcome pets in your store or lodging facility.

–Have a food service? Host regular dog-and-human cocktail parties.

–In the construction business? Offer custom dog baths/showers in high-end homes.

As always, choose a marketing expert with a passion for pets to help you create a marketing plan that resonates with your market. People are eager to spend lots of money on their pets. You might as well be positioned to receive your share.

Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she’s not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.

Have you signed up for her free e-mail series on marketing strategies?

http://www.justrightcopy.com

http://www.thegoodplacetobe.com