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Help me with a 'hook'

by TyBrown
11 replies
Hello all,
I run a dog training company where we operate as a membership based program where people get access to private sessions, group sessions, online training modules, and more.

We are one of the most, if not the most, expensive dog training companies in the state.

We've found success primarily through referrals, PR, and SEO getting people onto our website. The website is effective at educating the consumer and getting them ready for a bigger price tag than our competitors.

The problem I've run into is that I want to grow so I'd like to get my message out there with advertising. I've tried various things over the years with postcards, PPC, print ads, and banner ads.

None of them has been as effective as I would have liked. I believe it's because our sales process requires more education than out competitors and I haven't been good at hooking someone in to giving me a lead so we can start the education process. I think people who have seen the ad have pre-conceived notions about what training is and what it costs.

The 'hooks' I've used in the past with less than stellar results have dealt with offering a free consultation, offering $x of free gifts (online memberships, vouchers, etc.), advertising our awards and accolades, etc. Again, I've had leads and sales from these methods across the various channels but nothing that has made me want to scale up.

I think I'm too close to the project and am curious if anyone has any thoughts about a hook that you'd use?

Thanks.
#hook
  • Profile picture of the author Rbtmarshall
    If you have the facilities, how about something like:

    Free weekend of dog sitting with your purchase of X


    Of course, you'd have to build a story around it. Like eliminating the need to find someone to watch your pet next time you go away for the weekend,etc..


    Maybe even make a voucher for the local paper.

    - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
    FREE WEEKEND OF DOG SITTING
    Offer Ends April 15th
    Offer valid with purchase of our Elite training program 6 Month membership
    - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
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  • Profile picture of the author serryjw
    Have you tried PPC?
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    • Profile picture of the author ewenmack
      Ty, which are the most profitable group of buyers,

      1 fix a problem

      2 competition training

      Since they are 2 different markets, they require different messages.

      Once we get an answer to this question we can get closer to the hook you're after.

      Best,
      Ewen
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      • Profile picture of the author TyBrown
        Originally Posted by ewenmack View Post

        Ty, which are the most profitable group of buyers,

        1 fix a problem

        2 competition training

        Since they are 2 different markets, they require different messages.

        Once we get an answer to this question we can get closer to the hook you're after.

        Best,
        Ewen
        We don't really do competition training. Not the kind of money I'm after.

        Our training is to fix a problem. The main problems we solve are fixing aggressive dogs, starting puppies off right, solving destruction issues, and achieving a higher level of reliable off leash obedience than our competitors.
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        Online Dog Training
        Salt Lake City, Utah Dog Training
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  • Profile picture of the author squadron
    Originally Posted by TyBrown View Post

    Hello all,
    ...

    The problem I've run into is that I want to grow so I'd like to get my message out there with advertising. I've tried various things over the years with postcards, PPC, print ads, and banner ads.

    I think I'm too close to the project and am curious if anyone has any thoughts about a hook that you'd use?

    Thanks.
    What I would do is mail discount vouchers to people in the same streets as your existing clients offering some sort of incentive. I assume you know where your clients live?

    In the voucher/flyer, mention that the family at Number XX are using your services, and you figured they may also be interested in giving it a trial.

    This technique combines social proof with demographic targeting.

    One of my clients fixes holes in plaster walls (I think Yanks call it drywall).

    Every job he goes to he drops a DL size flyer in the houses 5 up and 5 down from his client. He averages 1.4 leads per 10 flyers.
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    • Profile picture of the author TyBrown
      Originally Posted by squadron View Post

      What I would do is mail discount vouchers to people in the same streets as your existing clients offering some sort of incentive. I assume you know where your clients live?

      In the voucher/flyer, mention that the family at Number XX are using your services, and you figured they may also be interested in giving it a trial.

      This technique combines social proof with demographic targeting.

      One of my clients fixes holes in plaster walls (I think Yanks call it drywall).

      Every job he goes to he drops a DL size flyer in the houses 5 up and 5 down from his client. He averages 1.4 leads per 10 flyers.
      I appreciate the technique and it's on my list of things to do as far as dropping flyers off near our clients.

      I don't want to do a discount voucher for two reasons, though:

      1- Then I'd have to go to the first client and offer them a discount, too. If the neighbors get together and talk about how awesome we are but this guy paid 10% less then they aren't going to be too happy with us.

      2- I want to be known as the most expensive company in the state. Discounting hurts that.

      I do quite like the idea of dropping the flyers, but I'm wondering if you have an idea for a different hook to put on the flyers.

      Thanks.
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      Online Dog Training
      Salt Lake City, Utah Dog Training
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  • Profile picture of the author Steve The Copywriter
    You can make being the most expensive dog training company your USP.

    With all the reasons why you do and have to charge more.

    Tell your people about the sensational results you achieve. And why "others" don't, can't or won't.

    You could also use an analogy "You don't give your four legged friend cheap dog food because... So don't use a cheap dog trainer because..."


    Steve
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    • Profile picture of the author TyBrown
      Originally Posted by Steve The Copywriter View Post

      You can make being the most expensive dog training company your USP.

      With all the reasons why you do and have to charge more.

      Tell your people about the sensational results you achieve. And why "others" don't, can't or won't.

      You could also use an analogy "You don't give your four legged friend cheap dog food because... So don't use a cheap dog trainer because..."


      Steve
      Thank you. In the current copy on the website I've highlighted this quite a bit. It's helped us sell quite a bit as people like the exclusiveness and quality of the pitch and we deliver on the promise.

      I think one reason it's been successful is we make the claims of higher price 'because we're worth it' and then we have pages of testimonials, videos, and articles explaining our training theory that show WHY we're worth it.

      In other words, I believe our success in this hook has been because on a website we have the ability to educate them.

      I've never considered using that in an ad because the nature of an ad is they just have a quick moment to be reeled in. I've always thought that pushing higher price in an ad could backfire as they would see that, not have the drive to be educated on the WHY behind being more expensive, and therefore the ad would fail.

      I'm not experienced in ad copy, though, so I value your opinion here. Are you saying that in an ad you would push the higher cost with a line like you mention above? Do you have any examples of ads that have pulled well using that hook?

      Thanks.
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      Online Dog Training
      Salt Lake City, Utah Dog Training
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      • Profile picture of the author Steve The Copywriter
        Originally Posted by TyBrown View Post

        Thank you. In the current copy on the website I've highlighted this quite a bit. It's helped us sell quite a bit as people like the exclusiveness and quality of the pitch and we deliver on the promise.

        I think one reason it's been successful is we make the claims of higher price 'because we're worth it' and then we have pages of testimonials, videos, and articles explaining our training theory that show WHY we're worth it.

        In other words, I believe our success in this hook has been because on a website we have the ability to educate them.

        I've never considered using that in an ad because the nature of an ad is they just have a quick moment to be reeled in. I've always thought that pushing higher price in an ad could backfire as they would see that, not have the drive to be educated on the WHY behind being more expensive, and therefore the ad would fail.

        I'm not experienced in ad copy, though, so I value your opinion here. Are you saying that in an ad you would push the higher cost with a line like you mention above? Do you have any examples of ads that have pulled well using that hook?

        Thanks.


        The easy answer is - whatever works on a website can work on an Ad.

        The best answer is - you have to "test" and the market tells you.

        I've done many "exclusive, high price because its so much better" - type Ads.

        But not for Dog training - so they won't be much use to you.

        I probably wouldn't use the price as a hook - I would prefer to use the "results" you achieve.

        As always you have to make them absolutely irresistible - so no dog owner could possibly say "no."

        Whatever it is they need and want for their dog - prove that you'll make it happen. Guaranteed.

        They know they have to get this training because it's now the best, make that the ultimate solution imaginable for their 4 legged friend. Nothing else comes close.

        You get the idea? - this is what makes Ads work.

        And when people see the extraordinary value they get - they're not so concerned about the cost.


        Steve
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  • Profile picture of the author travlinguy
    What's a new dog owner's biggest problem or concern? How about:

    Paper Train Your Pup In Three Days!


    Is that doable? I think so. I had two Golden Retrievers who learned faster than that. Maybe there's some other issue dog lovers have but putting them at ease over something real or perceived is the way to go. Good luck.
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  • Profile picture of the author Edk
    Ty, here's my idea. But it's not based on a hook as such. I suggest you go through your last 50 at least new clients. Analyze how it was they came to you. Maybe the last 100 even. See if there's any method which gets significantly more business than other methods.

    And ramp that up. Hope this helps.
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