Question

Topic: Taglines/Names

Dog Training Service Needs Tagline

Posted by Anonymous on 11/29/2008 at 3:11 PM ET 250 Points
For the past 23 years I was recommended by veterinarians. Now clients open their laptops and googles "dog trainer los angeles" or some variation. I've been reading Harry Beckwith's "Selling The Invisible" (for the third time) and I'm working on creating a tag line for my dog training service. My clients are largely upscale women, and 25 - 40 year old women (some men) often working from home offices, in the tech industry, maybe living in an apartment and have just acquired a dog; often a rescue and want to start off right. Now that the Cesar Milan Dog Whisperer PR juggernaut has blanketed the market, the task is to differentiate myself from him and his techniques.
The Positioning and Focus" chapter re a small service: you are what you are, - most clients have not heard of me, etc,, sparked an idea from the Avis "We try harder," implying something about the competitor. As the Whisperer uses very old fashioned, if not damaging, techniques, I am working with the idea "I train smarter."
I am having trouble coming up with a line that would come before "I train smarter." I've tried Time is short (or scarce), but it is not really working.
I also considered Training From The Heart, as 'heart' is a good word for women buyers, but it doesn't seem to go anywhere.
Thanks for your help and time.
Bill Stavers
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RESPONSES

  • Posted by Inbox_Interactive on 11/29/2008 at 5:15 PM Accepted
    While you're at it, why not work to dominate the search term "dog trainer los angeles"?

    I don't think it would be that complicated.
  • Posted by Jay Hamilton-Roth on 11/29/2008 at 7:03 PM Accepted
    (Aside: Your banner shows LADOG, which confused me - since it's not your business/domain name. www.ladog.com is parked, but may be for sale).

    Training smarter isn't quite the benefit that people are looking for - they're looking for training that works, fits into their lifestyle, and meets their "values".

    Some ideas to play with:
    * Dog Training That Works (Since 1985)
    * Working Effectively With Your Dog's Personality
    * Mr. Manners For Dog Etiquette
  • Posted on 11/30/2008 at 12:19 AM Author
    Thank you very much for the idea to dominate the search term. I am working on a site redesign which will address that issue. Hopefully :-)

    Thanks for the comment about the banner. That also will be addressed. Refocusing on the "value" aspect, and the (since 1985) is very helpful I will play with those ideas - they are a great start.

    "Training dogs the smarter way for 23 years" is excellent.

    I am grateful for the input and the quick response and directions to go in.

    Thank you, again.

    Bill Stavers

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