So far we’ve discussed psychological principles, how to design your pet care offer, and how to price your offerings. Now we need to get those offers in front of customers (and convince them to buy). The way you position your offers can significantly impact whether or not customers choose them. Giving your offers a fun, engaging name, for instance, may make them more appealing.
Here’s a few ways you can make your offers stand out.
Tip #1: Name Your Offers
Beverly’s Pet Resort uses themes and fun names to differentiate between each offer. You can choose local landmarks, pet care options, or build them around your pet facilities' broader positioning. For example, Beverly’s uses local landmarks to convey emotion, but you could easily build offerings for specific pet types (e.g. older vs. younger dogs), pet sizes, or experiences that you offer at your facility.
Tip: Don’t go overboard
Notice that, in addition to using themes, Beverly’s also tells you exactly who the offer is for. “Value Experience for Social Dogs” provides an additional contextual clue as to who should choose this offer.
Tip #2: Use High-quality Photos
When it comes to showcasing your offers, using high-quality, appealing images is crucial. If you don't have great photos of your own facility, you can also use professional stock photos that capture the feeling you want to convey. Stock images tend to have a certain look to them - so be careful to choose images that feel authentic to your business. If you are looking for a stock image provider, we like Envato elements - they offer a wide range of photos for a reasonable price.
At our facility, we’re very intentional about the photos we take and share. For example, we actively avoid including any images that show concrete, fencing, and hard surfaces. Instead, we focus on activities, cozy beds, outdoor play, and dogs in natural settings. We do our best to put the spotlight on the happy dogs in our care. This helps us portray our business in the best possible light and creates a positive emotional connection with potential customers.
Tip #3: Make It Easy to Compare Offers
You don’t need to write an essay, but a simple description can help pet parents decide which offer is right for them. The example from Greenlin helps pet parents imagine the experience their pet is going to receive. The use of tags also helps them quickly understand the additional benefits included with each offer.
Here’s how we position some of our offers at The Kennel at Arbor Lane. As you can see, we keep the description to one sentence and give a brief overview of what’s included in each one.
It’s important to put yourself in the shoes of your customers - they only want the best for their beloved pets. From naming your offers to utilizing high-quality imagery and making comparisons easy, every step in presenting your services plays a crucial role in influencing their decision-making process. By infusing your offerings with fun, engaging names and providing clear, concise descriptions, you can effectively convey the experience and value you provide.
There’s still one more step before you can consider yourself ready: training your staff and pushing those offers out to your customers - whether that’s in-person or online.
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