How to Find the Best Copywriter for Your Dog Brand
So, if you’ve landed on this page you’re probably interested in getting the best copy for your dog brand.
I know you know this, but I’m still going to say it: Words matter.
Your dog brand is represented through its words. They are THE driving force behind building trust, communication, and persuasion with your target clients. Dog moms and dads are seeking solutions for their fur babies, and your brand’s words MUST answer those needs in a way that resonates with their feelings.
Your customers won’t give you the time of day if they don’t feel that connection with you. Wrong words, even slightly wrong, can cost you beaucoups. (That’s French for gobs and gobs.) Not to mention tarnish your good reputation.
Finding the best copywriter for your dog brand is CRITICAL. You’ll need to trim back the fur to see who is able to come through with REAL connection to the readers of their copy.
Soooooo, where do you start? Simply speaking, with good bones: Skill, industry comprehension, and the all-important trust factor.
Finding a trustworthy dog copywriter is like hunting for a reliable generator. Their words will help keep your business running 24/7.
Whether you're after engaging blog posts, impactful emails and newsletter articles, persuasive product descriptions or anything requiring the written word to touch the hearts of dog owners, the right dog writer is pre-built to understand your audience and help you communicate a consistent, potent message to drive the results you need.
Here’s a simple 6-step process to filter the fluff and bite down on what really matters in a worthwhile dog copywriter.
Get Clear on Your Dog Brand's Copy Needs
Ask yourself why you need a dog copywriter and be prepared to answer questions that will get to the heart of those reasons.
Before you start your search, clearly define what your brand requires from a dog copywriter. You have a virtual treasure trove of options, so be sure to come to the table with clear goals and your ideas of how dog copy can help you reach them.
This could include:
Dog blog posts, articles, and stories
Pup people like to see other pup people succeed. They also like their questions answered without fluff. When you post consistent articles on topics that offer personal insights and real-life stories, it strikes a chord in hearts and improves engagement that feeds your audience, and (in turn) helps drive online traffic to your website.
Various dog-related topics, such as training tips, health advice, or breed-specific information are great pillar content to keep fresh and available to your online traffic. But, personal tips, tricks and stories will always be the thing that no one else has and that sets your brand’s bite apart from the other barks.
Email funnels or newsletter series
Folks expect regular communication and check-ins from their favorite brands. Better yet, they hope for it! When was the last time you got an email from your favorite coffee shop letting you know their latest brew or a contest you’re invited to participate in?
Pup parents want to know you care and that you’re there. Even if it’s a quick, “Hey! How you doing?! We miss you. Come see our latest post and chat about what your pup’s been up to” kind of thing, staying in touch is what deepens connection and fosters brand loyalty. Emails and newsletters are some of the best ways to do that.
Dog product descriptions
Your customers NEED to feel how much better their lives can be if they choose your brand. A good dog copywriter will focus their words on solving problems. No mattert your specific product or service, having words that help your audience imagine themselves better off because of it, is what you want them to envision.
When your dog copywriter crafts the words to represent your brand offers, the paws are on the pavement. The words should be succinct, potent, powerful, and easy to digest.
Website or landing page copy
Every page of your website should exude who you are and who you help. Personalized, engaging content keeps your audience updated and invested with every click throughout your site.
From the home page all the way to terms and conditions, your dog brand website should be buckled in and leashed tightly to your audience’s needs. Think of the websites you’ve seen over the years that really stuck with you. Were they interactive? Did they grab your attention or make you feel sophisticated, smart, or successful? Dog people want to feel heard and appreciated for all they do for their little (or big) canine. Your web copy can grab their heart if the words resonate with their deepest hopes.
Understanding your brand’s needs has to be the first step. Before any writing begins, ask yourself what you REALLY want out of your copy. Take the time to mull this one over and come to the table with a clear direction. It will launch your conversation that much farther towards the finish line.
2. Search for a Dog-Niche Copywriter
Take a close look at the writers in your ring. A “pet” copywriter is not the same as a “dog” copywriter. Be careful who you trust with your brand message.
Ok, I just have to put this out there….it really PETS my PEEVES.
A pet copywriter is NOT a dog copywriter. *Exhales* There. I said it.
You can find pet copywriters all over the place, but dog copywriters are a rarer breed. They’ve chosen to exclude other animals from their writing, making them so lazer-focused on their craft that they could write purpose-driven, meaningful puppy prose in their sleep. Not only will sticking to this species of writer eliminate the generic-masquerading-as-a-specialist dog writer, but it allows them to fully express their depth of knowledge with each piece they craft and will aid in shooting your brand ahead of the pack as the best choice for potential dog owners.
Look for writers who have:
Expertise on Dog Topics
Whether they’re new to the writing scene or not, it’s their expertise on dogs that will set them apart. A dog copywriter will understand the nuances of the dog community because they’re part of that community. They should have a history—even if just their own dogs—in handling mans best friend.
A qualified dog writer will understand the difference between a dog’s elbows and its whithers, know the industry terminology such as sire and dam, and be able to tell you which breeds belong to which groups and why.
Continuous study, professional work history, and the ability to write from the heart, will win you first place in the dog writer world. You can expect accurate and engaging copy that will fetch and keep your ideal clients.
Passion for Dogs
This is non-negotiable. It doesn’t mean they need to own 15 breeds at a time, but they should have a clear love of the canine realm and be able to easily carry on a conversation about them.
A good canine copywriter will happily share their love and experience with their four-legged family members and this passion will naturally shed throughout their writing, making it more compelling and relatable for your audience.
Speaks pup-parent language
Everybody has their own cutesy voices for their beloved doggos. A worthy dog copywriter should understand this and know how to use it to connect with dog parents. Working with a writer who knows how to talk to humans AND canines, wins you the golden ticket.
It doesn’t necessarily mean “cutesy” is the style and tone for your brand, but it does mean the writer isn’t afraid to break the boundaries of normal to connect with an audience. Your brand will beneift from that level of literary bravery.
You can usually find references through Google, social media channels, professional writing networks, or even industry events like dog shows. High-quality dog copywriters are worth the chase, because it means your brand will have the best chance for growth through connection to your target clientele. Reaching out to dog bloggers or dog influencers for referrals is another useful method. Connect with complementing canine brands you admire and ask around. It’s a great way to build community and get the inside scoop on who’s worth their salt.
3. Review Dog-Copy Portfolios
Grab a friend or coworker and coffee and scour your options for the best dog copywriter to fit your brand.
Ok, but you need proof a dog copywriter can do the job, right? Absolutely.
A professional dog writer should have a clear website with portfolio samples exhibiting their work. Expertise in the canine field is the starting point. Effective, persuasive communication should draw from that expertise to resonate with the reader and drive action. So, if the dog writer you’re considering is new to the game, make sure they can arrange potent, high-quality sentences that bring your message to life.
Pay attention to their communications with you. A few emails back and forth should clue you in to their writing style, ability to convey ideas and emotions, and most importantly, reveal their professionalism.
Serious dog copywriters should charge rates worthy of their time and knowledge. Don’t be afraid to ask about their pricing. Even beginners should be able to give you a ballpark.
Once you have a list of candidates, consider these things:
Writing Style
A dog copywriter will craft useful words with a tone that resonates with their audience. Pay attention to their style. Is it easy to read? Can you quickly comprehend what they’re trying to convey? Does it align with your brand's voice? Is their work engaging and fun to look at? Do you feel like they’re talking to YOU?
Look for a dog writer that matches your brand's personality, whether it's playful, authoritative, compassionate or a mix. There can be more than one flavor to a writer’s work. But, it should be adaptive enough to meld into your brand seemlessly.
Subject Knowledge
We kind of covered this earlier, but a deep understanding of the topics they're writing about is the bread and butter of the dog niche (or any niche). A dog copywriter should bring emotional intelligence and creative thinking to solve problems and prevent new ones. The HUMAN FACTOR is what will set a dog-niche copywriter apart from AI or a generalist.
Check for depth of knowledge and experience. Real-life perspectives and solutions should be a key element of their work.
Oh yeah, pay attention to how they handle various types of content, too. Experience with one format may translate differently to another, but all should give the same effect. A well-rounded portfolio will showcase a dog copywriter’s versatility and ability to cater to different audience needs.
4. Check Testimonials & Credentials
A worthwhile dog writer will have a background in dog studies and be able to show how their experience can bring value to your dog brand.
One of the best ways to vet a dog copywriter (see what I did there?) is through feedback from past clients. Read what others have to say about their collaborations with the copywriter and follow any suggested links to see blogs, webcopy or featured work.
College degrees or long careers in the canine field are a plus, but not a requirement for this trade. Remember, you’re on the hunt for a copywriter, not an in-house veterinarian. Keep an open mind and let the dog writer’s work speak for itself.
Look for elements such as:
Reliability
Does the copywriter meet deadlines consistently? Are they good at communicating timeframes and expectations? Are they able to handle multiple projects without compromising quality? Can they take constructive criticism and pivot for creative direction?
Deep questions like these will reveal layers of the copywriter’s team-player abilities and soft skills that aren’t necessarily learned in a school or the field. Verify they display these professional courtesies and make sure you choose someone who is respectful of your time, brand, and patronage.
Professionalism
A high-quality dog copywriter should make your life easier, not harder. They should bring solutions and creative thinking to the table, and be easy to work with and receptive to your feedback. Their communications should always be respectful and prompt? People skills are just as essential as writing skills for a smooth working relationship.
Unless you plan to employ a full-time, in-house copywriter, regard your search as seeking a partnership, rather than filling a job position. Freelancers and content agencies, are plentiful in this gig-economy, but a trustworthy dog copywriter is a business owner just like you. They understand the boundaries of professional responsibility, and will know the value their role contributes.
Reach out to their previous clients if possible to get a more personal perspective on their work ethic and capabilities. This can help you gauge whether the writer is dependable and give you a peek into what it’s like working with them.
5. Interview Your Favorite Candidates
No dog copywriter is the same as the next. Take your time discovering the different personalities and backgrounds to get a good grasp on their comprehension and passion for their craft.
I doubt you’ll end up with more than two or three dog copywriters that fit the bill, but I encourage you to interview them all. If you can’t meet them in person, use video chat. It brings humanity back to the game and gives you a better grasp on the digital personality you’ve gotten to know through emails and samples.
Be proactive about this. Plan a time and agenda for the discussion. Serious dog copywriters will have their own questions for you, so allow yourself the space to answer as thoroughly as you can. It doesn’t need to be complicated, especially if it’s your first meeting, but you should leave the meeting with clear next steps.
Be prepared for conversations about:
Brand Goals & Content Expectations
In your own words, express the core values of your brand and the heart behind why you do what you do. Dog copywriters are well-versed on marketing techniques for canine brands and should be able to carry on a productive conversation that will present useful ideas and helpful advice. This chat should give you insight into their ability to listen, learn and contribute.
A good dog copywriter will be able to align their work with your objectives. Share your company history and hopes for the future. Discuss your target audience and how your brand meets their needs. Ask the dog writer’s opinion on your ideas for content strategy and take notes from their responses. They should be able to quickly grasp your vision and offer some worthwhile critiques.
Business Processes & Payment Structure
A copywriter’s approach to writing will depend on their lifestyle, schedule, and what environment works best for them. As long as the copy they deliver is accurate, engaging, original, and punctual, the only part you or your team will need to play is reviewing with edit suggestions.
Get clarity on the number of included revisions, what format(s) or system(s) they use for delivery, timeframes and deadlines, and payment structure. Many answers will depend upon the final content type, but professional copywriters have systems and policies just like any other business. Your dog copywriter should be able to give you a basic run down of their proceedures.
Discuss their vision for the finished piece(s). What journey will your audience go on? How will they feel at the end? Questions like this can help you gauge a copywriter’s creative thinking and problem-solving skills.
6. Try a Small Project or Trial Run
Ask your prospective dog writer what they recommend as a trial project. Most will know the dog brand content trends and can make suggestions around any gaps they notice in your marketing. Try a few options to taste their abilities.
You may need a dog copywriter for a one-time project or you may be searching for a more long-term collaboration. Either way, it’s reasonable and acceptable to start small before investing your full budget. Doing so allows you both the chance to see if you’re a good fit for each other and will clue you in on how future projects will turn out.
A great method to try is to take increasing steps together. Start with a blog, then add a webpage. Afterwards, merge into a script series or podcast transcript. Once you have a few pieces behind you, you’ll know what to expect from your writer and can rest assured in the trust you’ve built.
A trial run can help you:
Gauge Performance
How well did the dog copywriter deliver on their assignment? Did they go above and beyond to make suggestions or be sure you were satisfied with their work? Did they have a welcoming tone during your calls and seem invested in making the best content they could?
Evaluate their ability but also their attitude. Meeting your quality standards and deadlines is important, but so is doing it with sincerity and enthusiasm. Dog writing is fun. Hard, sometimes. But fun. A dog copywriter should enjoy their work. It will be evident in the finished pieces.
Evaluate Compatibility
So after all that, are they a good fit for your team? Did they display an ability to adapt that could match your brand's evolving needs? Observe how they respond to feedback and how well they integrate into your workflow.
A good dog copywriter should remove tasks from your plate, not pile on more.
A trial period provides a low-risk way to determine if they are the right match for your brand. It also gives the writer a chance to immerse themselves in your brand's culture, values and clientele, thus growing a valuable team member with a unique, valuable perspective.
What kind of dog copywriter do you think would fit your brand?
Big question. But after absorbing this info, you should have a good foundation to build on.
I have to say, one of the best parts of my time as a dog copywriter has been getting to be a part of so many interesting brand missions and perspectives. Each one has its own story to tell. That’s how it should be.
No other dog brand is like yours. Be unique. Be your best self. Proclaim your message to the dog world.
Whether you’re a well-established canine company or a start-up dog brand just stretching your limbs, a true dog copywriter will unleash your brand’s message to tug its way into pup parents’ hearts and help them see a better life as YOUR customer, because YOUR BRAND can meet their needs.
If you found this helpful or have any questions, leave a comment or email me :)
To your success!
Warmest woofs,
Allison
