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With approximately 10,000 dog trainers in the UK* and a notable rise in self-professed trainers and behaviourists with huge social media followings, it’s easy to feel overwhelmed by the competition and have concerns about the direction in which the industry seems to be heading.

Given that there are so many trainers and behaviourists to choose from, you might feel unsure how to stand out from the crowd and wonder how on earth you can compete with the seemingly impressive ‘quick fixes’ offered by trainers who don’t share your welfare-based ethics.

In this article, I’ll explore some of the common issues faced by ethical dog trainers and behaviourists, particularly in the face of increasing competition. I’ll be suggesting that, in many cases, we really need to respond to these challenges by stepping things up with our marketing.

* data from the Pet Industry Federation

It’s bigger than simply a ‘business’ issue

I’d argue that attracting clients is not just relevant to your business success (although that’s pretty important!), it’s also about promoting animal welfare. Many ethical dog trainers and animal behaviourists are very aware that if they can’t convince pet owners to choose their services, the owners may opt for someone using aversive methods, which can impact negatively on the pet’s wellbeing. They want to help clients make the right choice for the animal, as well as for their business.

Now, at this point, I do want to remind you that you’re not responsible for anyone else’s choices. However, without doubt, you can certainly take steps to encourage pet owners to confidently and enthusiastically choose YOU over the other options out there.

The importance of marketing for dog trainers

As a small business owner, ‘marketer’ is one of the (many) hats that you have to wear. The problem is, you probably don’t really see yourself as a marketer. You might not know much about marketing. Maybe you don’t even have any interest in it. That’s fair enough… I mean, it’s a world away from what you signed up for when you chose to work with animals and their families.

Of course, the trainers and behaviourists who have been around long enough to have already built up a strong reputation can often get away without mastering their marketing. However, if you’re: (a) newer to the industry/ your local area, (b) struggling to get enough client bookings or (c) not earning enough money for the hours that you work, I’d suggest that it’s time to ‘up your marketing game’.

Common marketing mistakes made by ethical dog trainers

A problem which I see again and again among ethical dog trainers comes from their belief that their positive methods, qualifications and accreditations alone are enough to win over potential clients. Whilst this might be true for some, it’s not the case for many.

Undoubtedly, sharing what you do and how you do it (as well as educating the pet owning public and highlighting the risks associated with certain methods) is totally valid.

You’re absolutely right to be proud of those hard-earned qualifications and accreditations and to include these in your marketing materials.

But, for the typical dog owner looking for some help, it can be difficult to make a choice based on those things alone… and let’s face it, the acronym soup of membership/ accreditation bodies in the industry is pretty confusing, even for those of us within it!

The ethical dilemma faced by dog trainers in their marketing

In contrast, many trainers who use balanced or punishment-based methods often adopt a whole range of clever marketing strategies, designed to appeal to prospective clients. From impressive-looking ‘before-and-after’ videos (remember, the general public won’t see them through your trained eyes) and promises of ‘quick fixes’ to ‘satisfaction guarantees’, they regularly deploy an arsenal of marketing magic while shouting about how good they are from the rooftops… usually with unshakeable confidence.

So, should we do the same? Well, I’m sure that, for many of you, the thought of that fills you with horror (me too!). Not only that but I’d argue that, as an ethical dog trainer, it's not just your training methods that should be ethical, but also your business practices too. Offering those sorts of guarantees or promising quick fixes to pet owners is both unethical (given that it’s not possible the guarantee the behaviour of another sentient being) and goes against the codes of practice of most professional bodies.

Instead, we need to understand how we can market our business in a way that is ethical and effective. If you want to stand out from the competition, you’ll need to dig deep to showcase what makes you (and what you have to offer) special, build a connection with your potential clients (before they even speak to you) and highlight the brilliant benefits of choosing you.

My online course The Obvious Choice will show you how…

The Obvious Choice

Transform your marketing with 5 simple, psychology-driven strategies, to help potential clients feel confident that you’re the right person to help them with their furry/ fluffy/ feathery friend!

This online course will help you better communicate why clients should choose you… without ever having to compromise your ethics (yep - no ‘I’ll resolve your problem in one session’ guarantees here) or competing on price (because that’s not a sustainable way to run your business… nor does it reflect and reward you for your hard-earned expertise).