The APDT Chronicle of the Dog Summer 2018 | Page 23

THE BUSINESS END OF THE LEASH The idea is to pass on some of the new learning from your recent certification or educational achievement, or a taste of the expertise available via your new service, or some of the wisdom you’ve gained and shared with clients during your 10 years in business. Just graduated from Malena DeMartini’s Certified Separation Anxiety Trainer program? You might share new insights into that devastating condition and its treatment. Just added a puppy day school program to your other training services? This is the perfect time to put out some good tips on puppy socialization or house training. Celebrating a business anniversary? Take the opportunity to tell dog lovers the three most important training tips you’ve learned over your years of serving training clients. Get your great tips and insights out via your social media, newsletters, and blog posts. Give branded tip sheets to referral sources, offering them for free to share with their Photos: Shutterstock clients, possibly along with any special cel- ebratory offers you’ve created. Pitch articles to local print and online publications. The point is to give, to be generous. Part of what makes marketing uncomfortable is the idea of asking others—often strangers—for help promoting us when we aren’t particularly comfortable promoting ourselves to begin with. Celebrating a milestone gives you a built-in opportunity to give to others—to referral sources, clients, and your community. By doing so, you build good will, awareness, and brand loyalty while doing something of true value. You work hard for your achievements. It’s a shame not to make them work hard for you. And if you’re not yet convinced, consider this: Marketing doesn’t have to be about tooting your own horn. When you make it about educating your community, marketing is about helping more dogs— through what you share and by the business doing so brings. Veronica Boutelle, CTC, MAEd, is founder of dogbiz and author of How To Run a Dog Business: Putting Your Career Where Your Heart Is and co-author of Minding Your Dog Business: A Practical Guide to Business Success for Dog Professionals. Need help setting or communicating your rates? Learn more about dogbiz’s personalized, friendly one-on-one business support at www. dogbizsuccess.com. Veronica can be contacted at [email protected] The APDT Chronicle of the Dog | Summer 2018 21