Branding

HOW TO SELL DOG TRAINING

The business owner was an experienced dog trainer who needed to turn her part-time venture into a full-time business. She advertised “Dog Training” and received a good number of inquiries weekly. But most of the people who called wanted “sit, stay and fetch” for $20 an hour. Her offering was four 2-hour sessions at $100…

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YOU ARE WHAT YOUR CUSTOMERS SAY YOU ARE

Years ago I joined a company just as they were preparing to launch a new (and expensive) marketing campaign. A focus group comprised of a dozen customers was invited to preview the campaign. As the new executive, I was asked to attend. The central message of the campaign was “innovation.” Its focus centered upon all…

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