Near the beginning of the pandemic our family began fostering dogs through our local metro animal shelter.

Our first foster was a big fail and our girl Matilda (Tilly) officially joined our family on July 1, 2020. She’s the best.

So, as they say, try, try again!

Since then, we’ve gotten much better at taking “the goal is goodbye” motto to heart (although those same hearts break a little).

No, I never thought I would be able to do this without filling my home with every shelter dog who crossed our threshold. But once I saw how hard the shelter employees were working to save every animal who comes to them and witnessed so many happy endings I couldn’t help but want to do more.

If I can do this, anyone can.

But that’s not what this post is about. We’re here for branding and marketing, right?

Through this volunteer work I’ve noticed more and more that the animals who have eager adopters scrambling to get on waitlists are the ones who have one thing going for them that most others don’t, great marketing.

Whether their foster has taken the time to write up a bio that lets you know the unique personality of their foster pet, or, they came to the shelter with a backstory that draws you in and pulls at your heartstrings, the animals that have the added benefit of marketing are almost always the ones who are adopted the fastest.

Think about it, in a sea of shelter pups and rescues looking for homes, what’s going to stand out?

Dog
Female
Tri-colored
Age 1-3
Lab Mix (they are almost all a mix of something or other).

Or…

“Meet Francis! This girl was found roaming the country roads of Kentucky in search of her next meal and a friend.

You see, Francis is an extrovert. She looooves all people and animals (including cats!) and is the life of the party. Then, when playtime is over, she’s ready to cuddle up beside you while you binge watch your favorite shows.

Francis is a ham and makes her foster mom laugh daily with her quirky, lopsided smile and wiggly bottom. She’s also quite a performer and has mastered sit, shake and down. One of her favorite things is making her people happy. That and squeaky toys.

At two-years-old this girl has the rest of her life to put a smile on your face and the only way she wants to wander backroads again is with her lifelong family.

She’s always up for meeting new people. Drop by for a meet and greet this weekend! She’ll be hosting visitors from 1:00 to 4:00 this Saturday at Animal House.”

This, along with a few great photos that capture Frances’ personality?

That’s great marketing.

How are you painting a picture of what it’s like to work with you or your business through your messaging?

Do you share images that capture your brand’s personality? Does your copy reflect the way you’d want people to feel if that sat down with you over coffee?

If you need help uncovering your unique personality or aren’t sure your marketing is communicating it the right way, then reach out and let’s talk.

I want to see you with a waitlist of ideal clients ready to adopt your brand.