Question

Topic: Copywriting

Writing A Brochure For A Dog Club And Park

Posted by Anonymous on 3/9/2008 at 10:33 PM ET 125 Points
Our business is unique in our area. We are a private dog club with a 12 acre dog park (off leash socialization). We offer dog training and dog daycare as well. I'm having trouble putting together a brochure. I've been doing tons of reading online to try to learn as much as I can about writing/marketing/press releases....
I think I would like a question on the front of the brochure and then maybe answer it inside with some of the major benefits. Just an FYI, we are NOT into cute dog things with the words paw, or woof or bark if you catch my drift (for example I don't want to say "your dog will pawsitively love it here").
I'm thinking of putting the question "Wouldn't you like to do more with your dog?" on the front and then maybe put something like "more fun" "more exercise" "more sports" "more communication" on the first flap. Would those be considered benefits?
I hate to leave out our "features" as we do offer some pretty major things, for example we have a large clubhouse for members use. It is heated and air conditioned and has a full kitchen and bathroom as well as a dog washing area free for members. Most other dog parks don't even have a port a potty, much less a clubhouse that is for both dogs and humans. Am I wanting to put too much?
Our biggest benefit (to me) is hard to verbalize. We evaluate all potential members. The dogs must be able to socialize and the owners must be willing to become a part of the community. I guess you could say we are selective about the safety and enjoyment of our members. Can you tell I'm stumped here?
Thanks to all,
Annette
www.wolfbrook.com


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RESPONSES

  • Posted on 3/10/2008 at 6:40 AM Accepted
    I work with dogs. Why not have a brochure that for example opens in the middle out to the left and right with all your info and pics inside? The outside can be a pic of a dog kennel with the tagline "Need to get out of the doghouse?"You then open it up to reveal everything about your dog club.It invites the reader to wonder whats inside the brochure and then reveals the message inside. On the back you could direct people to you via phone or web for more info.
  • Posted by Jay Hamilton-Roth on 3/10/2008 at 9:46 AM Accepted
    I think your benefits are: freedom for dog owners, safety for socialization, exclusive natural beauty, ease of cleanup, and room to exercise.

    As for "more fun", etc. - compare your offering with the competition: public dog parks and open (walking) spaces. You do have some unique offerings, and you need to figure out what demographic is likely to want to join your club (given the price & location).

    Instead of "Wouldn't you like to do more with your dog?":
    "Is Walking Your Dog More Work And Less Play?"
    "Tired Of Dog Park Bullies?"
    "WolfBrook: Dog's Best Friend"
  • Posted on 3/10/2008 at 11:06 AM Author
    Thanks for the responses.
    I just had a talk with my husband and we decided that THIS brochure will be geared toward getting more club members. We will do another brochure geared toward training and then maybe a third for daycare.
    I'm still not sold on my headline question, I'd like it to be fun but not cliche or cute.
    "Where do you take your dog to unwind?"
    "What would your dog like to do this weekend?"
    "Would you like to do more with your dog?"

    Annette
  • Posted on 3/10/2008 at 1:04 PM Author
    Ok, I think your responses have led me where I was trying to go, whew.

    We need to be able to have multiple brochures, but want them to relate to each other and the website. We have decided on a theme of "more".
    After discussion, the one thing that our members say is that if other "dog park" people knew how much better we were, how much more we offered than they would join in a heartbeat.
    So I'm going to headline this brochure with "Don't you and your dog deserve more?"
    And then inside list the benefits of more ie, more fun, more room, more friends.... with pics showing some dogs playing in the park.

    Thanks all, and keep the expert ideas coming I have really gotten so much already!

    Annette


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