Seven Ways to boost your pet business this summer – Part 3 – Create Your Own Newsletter
When lockdown first hit the world went online, fast!
Apart from tuning in to the 5pm daily news bulletin, for a few weeks people turned their backs on traditional media. Podcast downloads decreased, website views were down, and Google searches went through the floor (apart from those to mail order toilet roll, handwash delivery companies, and ‘how to dye your hair at home’ videos…)
Social media views however, went UP! This shouldn’t be surprising. It’s only natural that at a time when many people felt alone and disconnected from the world they sought out up to date information from close friends and family.
Although I already run an online business, I upgraded my Zoom subscription and every Thursday since lockdown started I’ve taken part in a family quiz on ‘Houseparty’.
Now that the lockdown is gradually being unlocked, people are once again craving real life experiences, with a trip to the barbers top of the list (for me anyway).
That makes NOW a great time to get ‘offline’ with your pet business marketing, and today I’ve got a simple way you can develop deeper connections with your clients and effortlessly upsell them to higher priced services, encourage referrals AND elevate your business above the crappy competition, without wasting hours each day on social media….
And that is by creating a simple paper and ink newsletter.
I’ve been sending monthly and quarterly newsletters to my clients since 2017, and apart from the books I’ve written, the newsletters have had the biggest impact on my business growth. Not only that, but they are massive reason why I’ve been able to continue to grow my business during the Covid-19 crisis. Publishing a paper and ink newsletter helped me ‘protect’ my business during lockdown.
And I wasn’t the only one. Many of my pet business clients who produce newsletters came through the lockdown better than those who hadn’t sent any paper and ink promotional materials.
So, what does a paper and ink newsletter look like?
Well, check out some of the examples below, but you shouldn’t stray too far away from the kind of newsletter you used to take home from school, or that your parents used to bring home from church on a Sunday.
So, why you should you consider adding a paper and ink newsletter to your marketing arsenal.
Well, despite what you might have been led to believe, not everyone actually uses social media.
I know! #shockhorror.
It’s true though.
Just because you spend a lot of time in doggy Facebook groups talking about whether a lead or a harness , or a whistle or a clicker, or raw or dry food (Don’t EVEN go there!) is best, doesn’t mean to say your customers or prospects are doing the same thing.
Most dog owners have something called ‘a life’. They are busy working, walking their dogs, cooking, cleaning, watching Netflix or taking their kids to football or dance lessons.
That means if you are ONLY marketing your business using social media then you are failing to put your message in front of lots of dog owners who could potentially be clients of yours.
Here are three more reasons why starting a newsletter is the best way you can promote your business in a post lockdown world;
Your newsletter positions you as an expert (and a local legend) – When dog owners are looking for a pet professional to help them, they turn to google and start ranking the options in order of which one is the best fit for them. Unlike bottom feeding clients who simply compare prices, affluent dog owners in your town almost always want the best, most exclusive ‘expert’ offering. They don’t care about price. What better way to convince them of your expert status by providing them with a newsletter that positions you as a knowledgeable, approachable, caring, ‘expert’ pet pro. By including testimonials and case studies in your newsletter you’ll show them you already have happy clients, that will speed up the know, like, trust process.
Your newsletter is the best referral tool – Many pet business owners tell me they get most of their clients through word of mouth. That might be true, but word of mouth is difficult to measure, and not a good way to predictably bring in new clients. However, with a newsletter you can actively encourage referrals and get your existing clients to spread the word about your business. Having a newsletter makes it really easy to do that as you just give your clients five copies and ask them to pass them along to their dog owning friends.
Your newsletter will help you stand out from the competition – I’m BIG on getting my clients to do everything they can to stand out from the competition. So, if everyone in your town is doing ‘dog walks’ then you should offer ‘dog adventures’ or ‘dog hikes’. If everyone is charging the same low prices, then you should go ‘premium. And if everyone is only using social media then you can stand out by having your own paper and ink newsletter.
One reason people give me for not doing a newsletter is ‘it takes too much time’. But, it’s actually a great investment of your time because once it’s produced the newsletter will last for months. Unlike a Facebook post which has disappeared after an hour or two (along with all the likes and comments…) your newsletter will keep working for you (and keep bringing clients to your door) for weeks and weeks. It can be distributed in pet shops and vets surgeries, and it will hang around in the home of whoever picks it up and ‘remind’ them about your service until they are ready to buy from you.
Include some ‘kick-ass’ offer with the newsletter and you’ll convert even more readers to buyers.
Click the photo to find out how to work with Dom
In 2011 Dom Hodgson revolutionised the pet service industry with his first business Pack Leader Dog Adventures, the UK’s first, award winning ‘dog adventure’ company. Now a respected dog trainer, author, speaker and mentor to pet business owners, Doms calling is to help dog walkers, trainers and groomers to excel with their marketing, so they can help change the lives of more dog owners with their amazing skills.
Take that leap today. You won’t regret it.