Dog Training Business: Build it and They Will Come

Dog Training Business: Build It and They Will Come

Sounds good doesn’t it? Hang your shingle out, get some business cards, maybe some brochures for your dog training business and clients will find you.

If only that worked.

You and I both know that there are hundreds, thousands more dog trainers in the marketplace today than there were even just 10 years ago. Being a dog trainer is a “hot profession”.

So just how do you rise to the top and separate yourself from the rest of the dog trainers out there?

We will make it a “given” that you’re a good dog trainer. That being said, you are now also an entrepreneur. You and you alone have to step up and market your dog training business.

Part of marketing your dog training business is to be solid in the message you want to send to potential dog training customers. The very best way to do that is to be you. No fake persona, just you. People like to do business with people, not companies. When you are yourself and your genuineness come forth and the concern and love you have for dogs shines through, that will begin to draw people to you.

When they walk away from you it’s not going to be your logo, your cute company name or your great smile they will remember. It will be the way you make them feel about you, how you are with their dog and did you genuinely help them with their dog problem.
It’s personal. Nothing shines through more than someone being genuine. It’s a magnet of attraction.

Build Your Dog Training Business

Here’s where most of us miss the boat in marketing

The being genuine part in person is pretty easy. Most people are pretty good at being themselves when they interact with other people.  The tricky part is being able to carry the true personality and genuineness over into your marketing strategy.

That’s tough to do if your only marketing strategy is business cards, brochures, vet referrals or having an ad for your dog training business . How the heck do you interact with a business card or ad?

Your personality, who you are, must come through your website, your social media connections. I cannot stress enough that we are a “social world” today. It’s where a lot of our relationships happen. Be genuine, be honest, be yourself. Let the world “peek” into your world.

I have to tell you that one of the more popular Facebook posts we did started as just a whim. We went outside to the car and I asked Jim to open the back of his Jeep so I could take a photo of all of his dog training equipment. There was his training bag, a yoga mat, a stuffed squirrel toy and other stuff.

None of that seemed particularly fascinating to me but I thought folks would like a peek in the “equipment room” of their dog trainer.

We posted it up on Facebook and got so many questions and likes it was insane!

But you want to know the coolest thing about that simple picture. It made Jim real to those folks. It gave them a little peak into the “mysterious world” of a dog trainer. It really started the change in how people interact with us on Facebook.

The more you try and be what you “think” a marketing person should be the more stressed you’ll be and the less connection you will make.
Talk to folks on your website and social media like friends you know and friends you’ve yet to meet.

You’ll be surprised what a difference this makes in your dog training business. The best part – it’s genuine.



LEILA THUMBNAIL FOR ARTICLESLeila Martin is the brains behind the success of on the marketing side. She has run our online and offline marketing system since 2006. Leila’s ability to grow an online presence using both a website and social media in the dog training world has been a critical part of success . She has tripled the number of visitors to our website and increased our revenue by 25% each year.  Bottom line: Our appointment book is always filled.


In her spare time Leila can be seen in her office dancing with her black lab Sammy Burwell.


4 replies
  1. Roger Bernard
    Roger Bernard says:

    Dear Leila,

    I have nothing but admiration for your husband. His posts are always informative, his stance professional and although the saying goes that ” anyone can claim to be a dog trainer – and anyone is” this axiom would certainly not apply to Jim. I have been a canine trainer/behaviorist, author and T.V personality in Charlotte, N.C. – seldom do I praise, condone, recommend or socialize with other dog trainers, because all I see is greed and incompetence. Great work Jim!

  2. Leila Martin
    Leila Martin says:

    Melissa: I can’t tell you how much your comment means to me. I believe in you and know you will do tremendous things with your dog training business. Leila

  3. Melissa
    Melissa says:

    Wow! I can’t tell you how much I appreciate this article. I know that marketing takes time but the way you speak about it makes so much sense. You’re so right – a dog owner can’t engage with a business card or brochure. I’ve read your other articles and combined with this one you’ve sold me! Can’t wait to start your course!

    Melissa Garth

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