What Adopting a Dog and Good Copywriting Have in Common

Ranger 9 mos

Ranger, the dog we adopted. Check, check and check!

I still remember the day my husband and I decided to adopt our first dog together.

We excitedly pulled out a piece of paper and wrote down everything we were looking for:

  • Two ears
  • Two eyes
  • A nose
  • A mouth
  • Four legs (but three are okay)
  • A tongue
  • A tail (long preferred but short is fine, too)

Just kidding. This was totally not our list. Because, really, who does that?

But what if this had been our list? Almost every dog on the planet has all these attributes. How would we possibly decide between one dog and another based on these features? This approach would just be ridiculous and non-productive.

Yet I see this exact same thing happen time and again when businesses – even large, well-established ones – promote their products and services.

They focus on features instead of how the potential customer will benefit from the product.

For example, the other night I watched a commercial from a well-known pet company that proudly exclaimed that its food is nutritious.

To which I say, “Yeah, so…?”

What does that mean for me as a consumer? There are countless dog food companies claiming the same thing. Why would I pick Dogfood A over Dogfood B if they’re both nutritious? If they’re both equal, maybe I’ll just decide based on price.

But what if Dogfood A went a bit further by taking me on an emotional journey? What if they told me how the nutrition in their food would help keep my dog healthy, which in turn means I might have many more years with my beloved companion? Because isn’t that what every dog parent wants?

Promoting the benefits of something answers the age-old question consumers are always asking, “What’s in it for me?”

When I’m writing copy, I get to the heart of the matter by saying to myself, “Yeah, so…?”

For example:

This dog toy is tough! (Yeah, so…?”) So it can stand up to the toughest chewers. (Yeah, so…?) So it can keep your dog happy for hours. (Yeah, so…?) So you can feel good about how you’re treating your dog.

While you may not always put the ultimate benefit in your copy, just knowing what that benefit is will help you write better copy. (Yeah, so…?) So you can sell more product. (Yeah, so…?) So your business will be successful. (Yeah, so…?) So you can feel financially secure and enjoy all the good things in life with your pets.

See what I did there?

Your turn: What are some of the benefits of your product or service? Tell me in the comments.

5 Things I Learned About Starting a Business from Training My Dog

As someone who’s spent my entire working life in the corporate world, making the leap to freelance was just a little — oh what’s the word? — crap-my-pants-terrifying. Having never run my own business before, I didn’t even know where to start.

So what did I do? Well, as is the norm for me, I came up with an amazingly brilliant plan! I just…started. (I told you it was amazingly brilliant.) And as I got further along, it all began to feel familiar to me–like I’d done it before, just not in this context. Where, oh where, had I learned all this? Of course! From training my dogs.

What? No, I’m not kidding. Sometimes the things you learn come from the most unexpected places. Check it out:

1. Find an expert (or several). When we adopted our first dog Ranger, I wanted him to learn basic obedience. Since I knew nothing about dog training, I asked around and got a referral for a trainer in town. Working with a professional made things SO much easier than if I’d tried to do it on my own. During the start-up phase of my business, I’ve done the same thing. I’ve read everything I can get my hands on. I’ve gleaned advice from experts like Carol Tice and Chris Marlow. And I’ve made connections with other freelance writers who are already making their dreams happen. By seeking out experts who already know what they’re doing, the path to running my own successful freelance business will undoubtedly be easier.

2. Choose the right tools. It wasn’t until we adopted our second dog Mayzie that I discovered clicker training. As far as I’m concerned, the clicker is nothing short of magical. By marking the behavior you want at the exact moment it happens, learning happens much more quickly and the dogs really seem to get a kick out of it. In the same way, I’ve made sure that the tools I’ve chosen for my business (billing software, word processing, website) are going to help me achieve my goals more quickly and maybe even make things more fun.

3. Utilize positive reinforcement. This is big. HUGE! I am all about positive reinforcement when it comes to training my dogs. When praise and treats are involved, my dogs have more fun which, in turn, makes them want to work even harder. I mean, think about it. How long would you work for a boss who slaps you on the back of your head and calls you an idiot when you do something wrong? On the other paw…er…hand, if your boss praises you, recognizes your accomplishments, takes you out to lunch occasionally and encourages you to greater success — well, I’m betting you’d probably move mountains for that kind of boss. Since I’m my own boss now, I push myself harder than anyone else ever could. But I also have to remember to focus on what I’ve accomplished, keep the positive self-talk going and reward myself occasionally. (I’ve also thought about giving myself Employee of the Month certificates with gold stars but that might be taking it a bit too far.)

4. Set goals. When you take a training class with your dogs, the instructor gives you a list of goals that he or she would like you to achieve. For instance, a basic obedience class might include the goals of learning “sit,” “down,” “stay” and “shake.” During each class, the instructor breaks down each goal into a series of smaller steps to help you succeed. I don’t think it comes as any big surprise that goals are off-the-charts important when it comes to running a successful business. But just as important are all those little steps you have to take to achieve those big goals.

5. If something’s not working, try a different approach. In Ranger’s basic obedience class, he would not sit. Such a simple thing — sit. But neither my husband nor I could get him to do it and we began to wonder if our dog was “special.” Finally, after carefully watching our attempts, the instructor explained that the problem was that we were leaning forward, which made Ranger take a step away from us. As soon as we leaned back just a little, Ranger sat! It was the tiniest adjustment, but it made all the difference. As I build my business, I need to remind myself that if something isn’t working, adjust! Sometimes it’s easy to get stuck what we think should work, rather than trying a different way around the problem.

What is one thing you’ve learned from an unexpected source?