Have you been watching Traitors? If not, have you been living under a rock?
Traitors is a reality competition show where a group of contestants known as Faithfuls enter a castle, however a few among them are secretly chosen to be Traitors. The goal? The Faithfuls must work together to root out the Traitors before they’re eliminated one by one. Meanwhile, the Traitors manipulate, deceive, and plot to make it to the end undetected.
Each episode is a psychological game of trust, strategy, and persuasion – showing just how easily people can be influenced by messaging, groupthink, and a well-placed lie.
Beyond being ridiculously addictive, Traitors is a brilliant demonstration of human psychology. The whole show revolves around people desperately trying to convince others that they can be trusted. And guess what? The same thing happens in business.
If your messaging isn’t crystal clear, potential clients will make up their own version of what you do and that’s risky. As business owners, it’s our job to control the narrative and ensure people know exactly what we offer and why they should choose us. Otherwise, they’ll fill in the blanks themselves, and not always in our favour.
So, let’s get your messaging spot on. Here’s how, broken down into four essential questions.
1. What does your business do? (Explain it like you would to a five-year-old)
It’s tempting to showcase your expertise by using technical terms and industry jargon. But while that might impress your peers, it won’t help potential clients understand how you can help their dogs.
A chiropractor friend of mine was once asked to explain his profession on national news in Australia. The producers insisted he keep his messaging so simple that a five-year-old could understand it. Why? Because clarity cuts through confusion.
So, take a moment to strip things back. If you’re a vet physio, instead of saying, I offer myofascial release and hydrotherapy to improve proprioception and musculoskeletal function, try: I help dogs move better, feel better, and stay active for longer.
Make it simple. Make it clear. Make sure no one is left guessing what you do.
2. What are the benefits for the dog?
List them. All of them. The more belief and passion you have in the benefits of your service, the more effectively you’ll communicate them.
If you’re unsure, lean on your existing clients. What transformations have they seen in their dogs? If you’re new to your industry, ask in forums and communities.
Think beyond just improved mobility or less pain. Get specific. Your dog will be able to jump on the sofa again. They’ll run after their ball like they used to. Their tail will wag more because they feel better. The more tangible, the better.
3. What’s the immediate benefit for the owner?
Typically if you work with dog it’s because you love dogs, not people! I hear you… But remember, dogs can’t book appointments. Their owners can!
So, what’s in it for the owners? Maybe they’ll feel reassured knowing their dog is getting the best care. Perhaps your mobile service means they don’t have to battle traffic to get to an appointment. Maybe you help them avoid expensive vet bills in the long run.
Whatever it is, spell it out. Owners need to see the direct benefit for them.
Convenience, cost, and peace of mind matter.
4. Why do they want these benefits? (Tap into emotion)
People buy with emotion and justify with logic. Your messaging needs to connect with their deepest concerns and desires. There are five key emotional triggers that drive pet owners to seek services:
- Fear – What if my dog’s condition gets worse? What if they need surgery?
- Guilt – I should be doing more to care for my dog. They deserve better.
- Desire – I want my dog to look amazing. I want them to be the healthiest and happiest pup in town.
- Joy – My dog brings me happiness—I want to keep them at their best for as long as possible.
- Frustration – Why is my dog’s behaviour getting worse? Why can’t they move like they used to?
Your messaging should tap into these emotions to resonate with potential clients.
How to Turn This Into an Ad That Attracts Clients
Once you’ve answered these four questions, it’s time to flip the script and structure your messaging in a way that grabs attention and drives action:
- Start with the emotional hook – Pose a question or statement that speaks to the owner’s concerns. (Worried your dog is slowing down? Hate seeing them in pain?)
- List the owner’s benefits – Keep it clear and concise. (At [Your Business Name], we come to you—no stressful trips required.)
- Break down the benefits for the dog – Go into detail. Use testimonials and statistics if you have them.
- Explain what you do (in the simplest terms possible) – No jargon. No fluff. Just clarity.
- Tell them what to do next – Make it ridiculously easy for them to take action. (Click here to book your free consultation. Call us on [Number].)
Too many businesses nail their messaging and then forget the most important part—telling people how to book. Don’t be one of them.
Be the ‘Faithful’ Choice
In Traitors, the faithfuls who communicate well survive, while those who sow doubt are banished. The same applies to business.
If your messaging is vague, unclear, or full of gaps, potential clients will move on. But if you create a strong, clear message that speaks to their emotions, answers their concerns, and makes it easy to choose you, you’ll be the obvious choice—the ‘faithful’ business they trust with their beloved dog.
So, get clear, be compelling, and make sure your messaging does the heavy lifting for you.
Now, over to you – how strong is your messaging? Need a second opinion?
This is what the Brand New Canine Care Hub Club is about! Weekly access to guidance and accountability to support you in getting clear and attracting more clients to your business.
Join the “Hub Club” Here: https://caninecarehub.com/the-canine-care-hub-club/
Let’s make sure your business is the one pet owners say ‘yes’ to, every time.