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Content Marketing Samples

Content Marketing Mastery Spec Challenge Template

Writer Name: Claudia Cesarotti
Client Name: American Writer’s and Artist’s Institute (AWAI)
Date: 6/24/2021

Customer Persona Name: Sara the Solopreneur

Headline: Everything You Need to Know about the Mid-Life Career Change You’re DYING to Make!

3 Reasons to Launch an E-Newsletter for Your Pet Care Business!

An e-newsletter is the perfect blend of all things marketing for your pet business:

Provides good, relevant, and useful information to your clients
Allows you to be the ‘expert’ because YOU are providing all that good information
And, most importantly, helps to build your relationship with your clients for the long-term.

Marketing for your Pet Industry business may not be at the top of your mind while you’re doing your day-to-day jobs, but it’s always in the back of your mind because you know marketing your pet care business is crucial for its long-term survival.

That’s where an e-newsletter comes in and saves the day!

Last week, we talked about the 3 reasons to launch an E-newsletter.

Those reasons were:

To provide good, relevant and useful information to your clients
Allows you to be the ‘expert’ because YOU are providing all that good information
And, most importantly, helps to build your relationship with your clients for the long-term

But how do you go about starting the process of launching an E-newsletter for your Pet Industry business?

There are several aspects of an E-newsletter to think about before getting down to the nitty-gritty of finding email service providers (ESP) or thinking about how to format it.

First, you want to think about:

1. Who is your target audience?This may seem obvious, but think about it for a minute…Having an actual person in mind to write to might feel illogical because you want your E-newsletter to appeal to everyone.But, narrowing down to whom you’ll be writing to will give the newsletter the personal touch and a voice that feels special and exclusive to whoever is reading it.

Here’s what you need to know when choosing an email service provider (ESP) for your Pet Industry E-Newsletter start-up

Last time we talked about some of the benefits of starting an e-newsletter for your Pet Industry business.

Today, let’s talk about the 1st steps for getting that to happen.

Just a little review from last time…

Remember…

You want to collect email addresses for a reason. It’s a chance to communicate with an audience who has chosen to hear from you, and this gives you a real possibility to connect with them on a one-to-one basis.

This provides the proverbial 2 birds/1 stone opportunity.

You get to provide valuable, relevant information. Since your audience has willingly signed up to hear from you, it’s your job to deliver useful and actionable information that is interesting and entertaining to them.

A good way to find out what exactly IS interesting and entertaining to them is to send out a weekly email asking your readership what they would like to talk about! Easy Peasy, right?
You can be a ‘Voice of Authority’. Furnishing your readers with educating, appealing, and inspiring information and guidance allows them to look to you as an authority in the subject they are so curious about to begin with

How to Find the ‘Voice’ for your Pet Industry E-Newsletter

Now that you’ve decided to start a monthly e-newsletter for your Pet Industry business, you may be wondering…

What the heck am I going to talk about in my newsletter every month? (Topic ideas)
How am I going to say it? (Finding the proper ‘voice’ and personality that best speaks to your readers)

The Pet Industry has a gazillion topics to talk about…

Current news about new products and trends
Seasonal reminders such as using flea products in the spring or all the plants poisonous to our pets during December’s holiday seasons
‘How-to’ articles
Best tips & practices for feeding your dog, benefits of regular teeth brushing…
Fun facts about famous people and their dogs… or famous dogs and their people…
Breakdowns of services pet parents can expect from veterinarians, dog walkers, doggie day cares, pet groomers, pet hotels & spas, dog parks…

As you can see… the list of topics is long and distinguished… And we’ve barely scratched the surface!

What to talk about in your pet business’s e-newsletter shouldn’t be a problem…

How you come across as the host of your newsletter is something to consider…

3 Tips to Improve your Pet Industry website for a Quick Win!

A few days ago, I was on a website for a new pet grooming tool I had recently heard about. This new grooming tool was supposed to be great at combing through the topcoat of a dog or cat AND de-shed the undercoat at the same time.

I had to take a look…

What I found was a website with confusing web copy, misspelled words and sentences with incorrect punctuation! (Record scratch) …Whaaat?

Even if you don’t know the 1st thing about websites, you know being able to read your website’s message smoothly and easily is a top priority.

3 (More) Tips to Improve your Pet Industry website for a Quick Win!

Last week, when I visited a Pet Industry website looking for a new grooming tool, I noticed a few ‘Faux Pas’ on the website itself. There were misspelled words, improper punctuation, and run-on sentences that were confusing to read.

This got me thinking about how a few seemingly insignificant mistakes can really impact the message coming across to a potential customer from your company.

Knowing your website has short, clear, descriptive sentences that are punctuated properly and with all the words spelled correctly is a big leap in the right direction.

Since you’ve come this far, how can you take that momentum and run with it? What else can be done to improve your website?

Use these 3 tips here:

Create a Lead Magnet
Use that Lead Magnet to collect email addresses to build your email list and,
Formulate a Call-to-Action (CTA) — this compels the prospect (the reader & your potential customer) to take an action… an action like going to your company’s website to find out more about your products or services.

Show, don’t tell… How to use this concept for Pet Industry e-commerce

Having an e-commerce website in the Pet Industry can be challenging.

There are thousands of products displayed for sale that would be helpful to all kinds of pet owners, but how do you attract those prospects to your website?

Using the concept of ‘Show, don’t tell’ in your product descriptions, Facebook ads, product advertorials, and sales emails are a few ways to do just that.

What is ‘Show, don’t tell’ you ask? Here’s the explanation…

Show, don’t tell is a way to present your product as a solution to a problem in your prospect’s life.

For example, let’s say a prospect is having trouble with their pet chewing on everything in the house from furniture to shoes, electrical cords, walls, doors…

The Good News about Organic, Natural Dog Toys…

We want the best for our pets no matter what it is… their food, their beds, their wearable accessories like collars, leashes, and sweaters… it all has to match their personalities and our lifestyles.

What about their toys? How can we make sure the tug toys, the balls, the squeaky fetch toys, and the ‘Gotta be Durable’ chew toys we get for our dogs are safe for them to play with and will have no harmful side effects to their health?

This is where the good news comes in… Pet toys made from non-toxic, sustainable materials such as:

Organic cotton or wool
Organic hemp
Recyclable rubber
Rice-husk rubber
Coconut husk stuffing, and
Low-impact dyes (Azo-free dyes)
All made in America!

Are now just as readily available and convenient as any other routine purchase you make for your pet!

Dog toy producing companies are using eco-friendly components that are BPA-free, phthalate-free, and lead-free.

What does that mean?

Thinking about trying THC-free CBD for your pet?

Here’s a success story that might help you decide.

My client, Diane, came to the grooming salon to see me practically in tears. Her beloved Collie, Sugar, was acting very strangely lately and she wanted to talk to someone who knew her dog well. Sugar was 11 years old, had a few health problems… mostly due to aging, but was still feeling good and acting like herself. Until a few weeks ago, that is.

A few weeks ago, Sugar started pacing in the evenings… something she had never done before. When the constant, anxious pacing was then combined with frequent howling, whining, and barking at nothing, again starting in the evening, Diane became concerned. When Sugar started to act like she didn’t recognize Diane during her evening episodes, Diane became extremely distressed herself.

Sugar’s odd behaviors began out of nowhere and now this behavior had become a nightly occurrence. Why had this started to happen? By the time the morning came, Sugar was back to her wonderful, happy self.

Diane took Sugar to her veterinarian about a week after the random behavior started, but Sugar was so normal during the day, the vet couldn’t find a thing wrong with her and sent them home.

At her wit’s end, Diane began to do a little online research. She came across a company that made CBD treats for dogs. The company claimed the treats would reduce anxiety in pets. At this point, Diane was ready to try anything… Sugar’s nightly behavior had gotten so bad at this point that Diane felt Sugar was suffering and was afraid she would have to put Sugar to sleep. Diane ordered the treats and paid the extra money for the 1-day shipping.

Customer Service in the Pet Industry — in the time of Covid-19

Now that the country is starting to re-open and grooming has once again become essential, there may be some pet owners out there that need a little TLC… along with their pets.

They may have tried to groom their pets on their own.
They may feel very sensitive about how bad their pet looks right now.
They may feel inadequate because they were unable to do the ‘simplest’ of tasks… like trim nails or cut bangs.
They may feel ashamed at their own inability to be a ‘good’ pet parent.
They may feel bad because even though salons are open, they still have to wait even more time because they didn’t call right away for an appointment.
They may feel the way their dog looks is a reflection on them and the way they care for their pet.
They may have a new appreciation for you as the groomer. The job is not as easy as they thought.
They may have to be reassured they did the best they could in a ‘bad’ situation… this snuck up on everyone, so it was very hard to be prepared.

All of these emotions (and more, probably) are going through your customer’s mind as they come through the door to your salon… and it’s up to you to console them, encourage them, teach them, and inspire them.