In the Launch & Grow Program, I talk about the importance of purple cowing your dog walking business. What I mean by that is making yourself stand so far apart from your competition that you’re the only logical choice in your market.

Think of an amazing offer that’s different from others.

Now, purple cow, I did not come up with that statement that Seth Godin coined. He has a concise book; if you’re interested in reading it, you can check that out. But think about what would be amazing that you could offer that’s just different from “Hi, I’m going to come to your house and walk your dog for 30 minutes.” Think about what you could package. Think about what you could include. Think about things you could do to make your customers go; “wow, this business is awesome, and they are who I want to hire.”

Survey your audience.

After putting all of your unique ideas down on paper, you can survey your audience. You can use a tool like SurveyMonkey, or a free one is Google Forms. Shoot that out to your current customers and say, what would it include if I could wave a magic wand to do the perfect business for you? Or what would it look like?

List Unique Selling Propositions.

The best ideas come from the customers that you already service. Then I want you to organize everything that makes you special, everything that makes you unique, into a list. We call these your unique selling propositions, and it’s just a list of what makes your business special.

I put a lot of time and effort into my list, create your own, organize them into a list, and include that on your marketing materials. If you visit my website at pet-nanny.net and see what sets us apart, you can check out my USPs. Do not copy them, please.

People want to know why they should hire you. In my programs, I teach my students to create a premium service that attracts premium clients who will pay the premium pricing, which is a crucial step.

So, how do you purple cow your dog walking business? Survey your audience, ask for ideas, organize your unique selling propositions into a checklist and put those on your website and marketing materials.