If you’re on the fence about setting up a pet business newsletter, then this real life story will probably convince you to do so!
The Secret Power of a Pet Business Newsletter
I love eggs for breakfast, but you could say I’m a bit of a snob when it comes to choosing the brand of eggs I buy.
You see, I prefer if my eggs are from pasture raised chickens.
Not cage free, pasture raised.
The difference is that the chickens can roam around outdoors, see the sun and look for worms. It makes me happy to know the chickens are happy.
I’ve been buying this one particular brand of eggs called Rainbow eggs up until a couple of weeks ago, when my supermarket ran out. So I picked another packet of pastured eggs from a brand called Vital farms, thinking nothing more of it until it was time for breakfast the following morning.
That’s when I found the tiniest, and cutest little newsletter I’ve ever seen in my life – inside the egg packet. Curious, I picked up the ‘Vital Times’ newsletter and I read about the Vital farm chickens, and how they love to roam free during the day, foraging in the sun, and how their farmers tucked them in at night time. I saw photos of the family farmers, and Stella – bird of the month who loves to play hide and seek in the tall Arkansas grasses. There was even a tiny recipe.
I fell in love with the Vital farm eggs and the next week, and the week after I kept buying them.
Did the eggs actually taste any different to the other brand?
But the newsletter got me totally hooked on their brand story and through a very easy and low cost marketing effort they had a brand new customer on their books.
So what does all of this have to do with your pet business you might wonder?
The Know, Trust and Like Factor
As a pet professional, you’re looking after other people’s fur babies. That’s real important stuff, and people don’t make decisions about pet care providers easily.
Time after time, I hear from pet parents how the most important factors when choosing a pet care service provider is the know, trust and like factor.
- Do they feel like they know you?
- Can they trust you (the unknown dog walker, groomer, pet sitter or trainer) to come into their house and look after their precious fur baby?
- And finally, do they like you?
A simple newsletter can help you convey all of those things to a prospective client and more:
Why You Need a Pet Business Newsletter
A regular and well written pet business newsletter will turn you into a real person, their friend, who runs a local pet business in their town.
A newsletter will also help you stay front of mind when your clients friends ask for pet service recommendations.
A newsletter will turn you into their go to person when it comes to anything pet related.
And perhaps most importantly – like you saw in my example about the eggs, a good newsletter can help you build brand loyalty (which is great when your competitors are handing out money off coupons down the road from you!)
Different Newsletter formats
When I talk about newsletters, I don’t necessarily mean a printed one. In this day and age is super easy to set up and distribute an email newsletter with mail services like Mailchimp or AWeber. You could even say that writing regular blog posts on your website is a newsletter of sorts.
At the same time, handing out a printed newsletter every time a client comes into your grooming salon, or once a month when you drop off Fido after his walk could be incredibly effective. Which format works best for you depends on your own pet business and how tech savvy you are!
I’d love to hear about your experience with newsletters – leave a comment!