THE BUSINESS END OF THE LEASH after adopting a dog who , politely put , turned out to have a few issues . Or maybe it was the furry friend who got you through a rough divorce by distracting you with agility classes . Perhaps you ’ re one of the trainers who grew up on a farm or similar idyllic setting surrounded by animals , always knowing one day you ’ d work with them . In short , a room full of trainers is a room full of wonderful stories that hold great interest … to other trainers .
The problem is the people perusing your website or reading your brochure are not trainers . They ’ re potential clients deciding whether or not to call you . They haven ’ t come to your site to read your story . They ’ ve come because they have one of their own that needs a happy ending . They didn ’ t pick up your brochure to read about your Fido — they want to know if you can help them with theirs . Tempting as it may be to write about your own dogs , your bio should be about you and what makes you the right dog training professional for those you wish to be hired by .
Think about it this way — would you hire a therapist based solely on the fact that she came from a dysfunctional family ? Or a lawyer because he ’ d been sued and knew what it felt like ? Such experiences might add insight , but they ’ d be secondary considerations . What you really want to know is whether the person is qualified and , most importantly , whether he or she can get the job done for you .
The Dog Pro Bio :
It ’ s Not About You !
Be sure your bio explains how you can help the client , not your journey
By Veronica Boutelle , M . A ., CTCS
strong biography ( bio ) is an important part of an effective
A marketing message . It can be the final bit that pushes a website visitor to stop lurking and reach out . As such , it ’ s an important bit to get right . Here are three common mistakes dog trainers make when writing their bios , and what to do instead to help convince dog lovers that you ’ re the right dog pro for them :
Credentials , Not Stories Most of us have an interesting story to tell about how we found our way into the training profession . Maybe you left a previous career
Life experience stories can play a role in making you seem approachable and warm , but they shouldn ’ t be the meat of your bio . Instead , tell potential clients how you ’ re qualified to help them . This must be more than growing up with animals — lots of people share that distinction , possibly even the potential client reading your bio . This is a time to talk about certifications , schools and seminars and training , professional associations , a commitment to ongoing professional development and education . It ’ s not about what got you into dog training — it ’ s about what you ’ ve learned and accomplished since then .
Benefits , Not Passion There is a pervasive belief among people who work with dogs that a passion for canines is their best qualification . But it can ’ t be . We all love dogs . Your love of dogs , really , is a given . Further , when your website shouts your adoration of four leggeds too often or too loudly you risk appearing more a hobbyist or enthusiast than a professional . You wouldn ’ t hire a tutor for your children just because they “ loved kids .” Their love of children doesn ’ t qualify them to tutor or say anything about the results they can get .
Instead of focusing your bio on the way you feel about animals , make it instead about the benefits you have to offer . Avoid the pitfall of talking only about benefits for the dog — it ’ s the human client you must convince . What will you do for them ? Help them solve a problem ? Make living with their dog more enjoyable ? Teach the kids and Lassie to coexist peacefully so Mom can enjoy a quiet moment now and then ? Your bio should be about meeting the needs of your clients .
20 Building Better Trainers Through Education Photos : Shutterstock