www.petsitters.org 11 Professional Pet sitter · summer 2013

Rebecca K. o’Connor

Once you have these short blurbs, you can use these words in a wide variety of places. Well-written descriptions of your business are invaluable and easier to write than you think. There are a variety of ways to write the copy that you will need, but if you need a primer for business copy, start here!

The Aspects of Good Promotional CopyThe definition of “copy” is words meant to be

printed or spoken in an advertisement. Chances are that anywhere you use words to describe your business, you are promoting it. So rather than writing an essay, you are pulling together words that will encourage clients to give your business a try. The most effective and useful promotional copy has four attributes: clarity, brevity, spark, and details.

It is important that your audience understand your product. So you want to make sure what you write is readable and easily understood. Keep what you write simple and clear. Prose that has clarity will give your audience the information they need without any confusion or immediate questions.

Sometimes the hardest aspect for people when they are writing is to keep their description brief. The easiest way to muddy up what you havetosayistoaddextrawords.Rememberthatwe live in a world where we are barraged with information. So the shorter the information you share, the better.

Spark is the element that helps you give your audience a hint of the personality of your business. Dry copy that sounds just like everyone else’s is unlikely to capture your audience. Of course you want to keep any information about your business

as professional as possible. However, a bit of personality will always engage your readers and potential clients more quickly than something that reads just like every other pet sitting business.

Lastly, make sure you get in the details. How many times have you read the description of a business or a professional’s bio and felt like you didn’t learn anything at all? You want to make surepotentialcustomersunderstandexactlywhatit is that you are offering and how hiring you can help them.

Promotional ParagraphA promotional paragraph about your

company can be used in a wide variety of places. Itsjobistoexplaintoyourpotentialclientswhoyou are and why they should hire you for their needs. You can write this paragraph in a variety of ways, but if you are stumped as to where to start, there is a very simple formula that you can use. Keep it to five sentences and describe the five following things in each sentence.

1. Who we are.2. What we do.3. Why you need our services.4. Why we can do it better than anyone else.5. An invitation to try us. These five sentences will give you the perfect

combinationoftexttogetpotentialclientstoinvestigate your services. For the purposes of demonstration I have created an imaginary and very specialized company to demonstrate. I wouldn’t recommend starting this business, but it willgiveyouanexampleofwhatImeanwithabitof humor.

Mission StatementA mission statement is a brief description in

one to three sentences about what your business wishes to achieve and how. This is different than your promotional paragraph because it doesn’t necessarily describe your services. Instead it explainswhyyouareinbusinessandhowyouhope your business helps its clients. This is your philosophy on pet sitting and helps your potential clients understand why their needs and their pets are as important to you as they are to them.

Think of your mission statement as a declaration that you will stand by as long as you are in business. A great mission statement is helpful in many ways outside of just for promotional copy. This is a statement that you can return to every time you are thinking of expandingserviceareasorchangingtheservicesthat you offer. You can always return to your mission statement in moments of question and ask yourself, “Does this choice follow our mission statement?” It can keep you on task and remind you of the goals you had in mind when you started your business.

Writing Promotional Copy for Your Business

BusIness

One of the most important things you can do to help promote your

business is to have an arsenal of concise and adaptable copy. Whether

you need copy for Internet marketing, flyers, or advertisements, you

will need to have writing on hand that engages potential clients. If

you are not a writer and do not have the funds to hire a professional

copywriter, this can be a daunting endeavor. However, all you really

need to start are a few simple paragraphs that express your mission

and your services. There are only five pieces of writing that you truly

need to get you going.

Cat-R-Piller is the perfect solution to your feline medication woes. Our trained, friendly and reliable technicians arrive at

your home with the appropriate gear, tools and positive attitude to quickly pill your cat with the least amount of stress

possible. If slipping a pill down your cat’s gullet is a lengthy scratch-filled ordeal, then we can save you time and blood.

Our staff collectively has 100 years of experience medicating every size, color, breed and personality of feline as well as excellent insurance and a deep love of angry kitties. Give

Cat-R-Piller a call and start keeping your flesh intact!

Professional Pet sitter · summer 2013 12 www.petsitters.org

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Tagline A tagline is one catchy sentence about

whyyourbusinessexcelsinthemarketandalsowhy people should investigate your services and consider hiring you. It is easy to remember and sticks in potential client’s minds. If you are going tousesomeclevertextinyourpromotionalcopy,this is the place to do it.

Taglines are not necessarily easy to craft, but they get attention. This might be where you enlist help from friends and peers. Taglines that are humorous or particularly clever are especially effective. If your business has a “personality” this is the place to put it. Just remember to be tasteful and professional. Lately there has been quite a few controversial taglines in advertising because of the effectiveness of shock value. However, unless you have an established company that can handle the backlash, such as Kmart (check out their “I shipped” campaign) or Fresh & Easy (who suggest they are now F-n-Easy), I suggest you tread with care.

Bullet PointsBullet points are a list of services and perks

which are then usually followed by pertinent information about hours, location, and contact information. Keep these points very brief. There is no need to use full sentences, but make sure that clients have clarity on what you offer.

This is where you point out the most important services you provide. Try to keep the listtofiveorsixofthemostvaluablethingsthatyour clients will appreciate. You may want to mentionthelevelofexperiencethatyouoffer,yourlicensing, and your certifications. In a business where everyone fancies themselves a pet sitter, it is these bullet points that will demonstrate the

professionalism and commitment to your services that your business offers and others do not.

TestimonialsIf you have been in business long

enough to have satisfied customers, it is anexcellentideatoaskfortestimonials.This is the one piece of copy that you don’t have to write yourself! Generous but honest reviewsfrompeoplewhohaveexperiencewith your company carry a great deal of weight with the general public. If you are a company that customers genuinely enjoy working with, then getting testimonials isn’t that hard. In fact, if you have ever received a glowing email from a grateful customer, it’s a great idea to ask if you can quote it to support your company. Be sure to tell your customer how much you value

them, how much their kind words mean to you, and ask if they might be willing to let you use their comments in your promotional materials.

You should always ask and be understanding if they don’t want you to quote them. Email is private correspondence. If your customer agrees to let you use their words, but sure to send themexactlywhatyouarequotingforapproval.However, if you see generous quotes about your company on Yelp or Angie’s List or other public places, then you can use them. But it doesn’t hurt to send any customers who have kind words for you a thank you note.

So, Where Do I Use These?Once you have a promotional paragraph,

mission statement, tagline, bullet points, and testimonials,youaresetfortextjustaboutanywhere you need it. Of course, you can write more, but if you don’t enjoy writing, this is definitely enough to get you by. You have built all ofthetextthatyouneedtoletyourcustomersknow who you are, what you offer, and why you are the best company to employ locally.

For printed pieces this verbiage along with your contact information is all you need to

create flyers that you can leave with your local veterinarians, retirement communities, pet stores, or anywhere else that will help build business and will allow you to post your information. If you want to create brochures, you also have all of the copy you need. If you are engaged in public activities with animal charities or any other event

that is worth putting out a press release regarding, you will use your promotional paragraph at the end of the release. Of course, most of our promoting now happens online.

If you have an online presence, there are a multitude of places you can use these bits of writing. Want to build a business page on Facebook? Use your tagline or your mission statement under the “About” subhead, and your promotional

paragraph, bullet points and testimonials under the description of your company. If you use Linked In, you can use your mission statement under your “Summary” subhead and then put your promotional paragraph, bullet points, testimonials, and tagline under the description of your current business. If you are a fan of Twitter, use your tagline as your bio. This pithy and catchy line is perfect for places whereyoucanonlyexpressyourselfwithalimitednumber of characters. Also keep in mind your local Chamber of Commerce listings or anywhere else you might list your services online. All of your promotional copy can also be used on a simple website, blog, or any other site where you will be in touch with potential clients. It is really all you need to start.

Anyone can write these five simple components of promotion. Be sure to have people you trust edit and help you if you aren’t comfortable with writing advertising copy, but chances are you are the best person to pull together the story of your business. It doesn’t take that much time and can be used over and over again. You are the heart and the soul of where your pet sitting company is starting, continuing and growing. Make your business shine in words! n

Fast and reliable service• Employees with • experience and excellent liability insuranceConvenience of service in • your own homeFlexible service hours•

Place contact information and hours here.

Cat-R-Piller strives to be the preeminent mobile feline medication service in the Pass Area. We are dedicated to mitigating the difficulties of living with feline fury and minimizing our clients’ need for bandages and doctor visits.

If pill-spitting cats are your headache, we’ve got the

medication!

I own 13 cats and I’ve always disliked having to give them medication. After

an expensive visit to the ER, I realized that with the money I save using Cat-R-Piller, I can buy a lot more

catfood!-Peaches Veatch, Satisfied

customer of five years