A Marketing Message , Not a Novel A short bio is a good bio . Anything over a short paragraph or two is wasted . As an example of potential clients ’ attention spans , consider that the average time spent on a website is 2-3 minutes . That ’ s 2-3 minutes for the whole site . So get right to the point — your marketing message , what sets you apart , your niche , what you can do for people ( in other words , how you can make their life better ). Your bio should instill confidence in you and your ability to help clients reach their goals . There really isn ’ t a lot of time for other material , and we don ’ t want the message to get lost .
Having said all this , if you feel your story is compelling go ahead and tell it — but separate it from your professional bio . Your ‘ About Us ’ page might have your bio at the top and then a section below titled ‘ Rover ’ s Story ,’ for example , for people who might want to know more about you personally or just enjoy a good dog story .
This , Not That : A Case Study Here ’ s a pretty typical dog trainer bio : “ Lisa ’ s love of dogs stems from early childhood when she got her first Border Collie growing up on a ranch in Michigan . But it was Chase , a Border Collie / Aussie mix she adopted in 1997 , that introduced her to dog training . Chase had been abused and passed through two shelters before he convinced Lisa to take him home . He didn ’ t tolerate other dogs and was afraid of all men . Lisa spent several years reading books , going to seminars , and working with trainers to help Chase . He is now a fully functioning member of the family and enjoys the company of his brother Finn , an Australian Cattle Dog , and his sister Lola , a Black Lab / Aussie mix , all of whom have titles in agility .
Finally , in 2004 , Lisa took the plunge and attended the Such-And-
So Dog Training School . She left her career in accounting to open Best Friend Dog Training and now enjoys fulfilling her passion for dogs by getting to work with them every day .
Lisa is a member of XYZ and QRS , and has attended seminars by many of the best trainers in the country including Trainer 1 , Trainer , 2 , Trainer 3 , Trainers 4 and 5 , and Trainer 6 . She reads every dog book she can get her hands on and her favorite evening in is a good dog training video .”
This bio isn ’ t terrible , and Lisa comes off as a lovely person . But it ’ s not a professional bio . So let ’ s retool it :
“ Lisa Smith is a graduate of the Such-And-So Dog Training School and a professional member of XYZ and QRS . Committed to providing the most effective , convenient solutions to her clients ’ dog training needs , Lisa avidly pursues ongoing continuing education and professional development by attending several seminars per year and keeping current on all industry literature . Best Dog puts clients first and is well respected and referred to by local veterinarians and the Our Town SPCA . When not helping clients to enjoy easier lives with their canine companions , Lisa competes in agility with her own three dogs .”
Don ’ t panic if you ’ re new to the profession , but don ’ t apologize for or emphasize it , either . Just follow the same guidelines of highlighting what you have done — and then keep adding to that over time .
Notice how the first bio is all about Lisa and her interests , whereas the second is about clients and their needs , and Lisa ’ s qualifications to help them meet those needs . Her marketing message is in there , too . Lisa offers day training , and thus the emphasis on effective and convenient solutions . Her dogs are mentioned only briefly to add a personal touch and to ‘ show off ’ that she competes in agility — another indication she knows how to train dogs . Most importantly the last line about her own dogs is really about her clients and her passion for making their lives better through training . This is a bio that communicates competence , professionalism , and solutions .
Start Writing ! If your bio resembles Lisa ’ s first effort , it ’ s time for a retool . If you ’ re not a star writer , don ’ t have time , or just feel squeamish about singing your own praises , bring in an outside perspective . Ask a friend with strong writing skills or a background in communications or marketing to help . Or hire a professional writer or business coach . Present yourself as the professional you are and , by so doing , help raise the public perception of professional dog training as well .
Veronica Boutelle , M . A ., CTC is author of How To Run a Dog Business : Putting Your Career Where Your Heart Is , and co-founder of dogbiz , whose business is to help yours succeed . Learn all the ways dogbiz can support your success at www . dogbizsuccess . com . While there , join the THRIVE ! waitlist to be first in line when membership opens this fall .
The APDT Chronicle of the Dog | Spring 2022 21