As a dog trainer, you want to create content that will resonate emotionally with puppy parents. They are struggling with how to raise their puppy, and they want to understand how training will help. One key to connecting through your content is to anticipate and answer their unspoken questions.
Raising a puppy is often a roller coaster ride. Sometimes, puppy parents wonder if their dog is crazy; at other times, they feel like their dog is making them crazy.
Following are some of the questions that come up for puppy parents at different stages, often during the adolescent months. These questions reflect their confusion, fears, hesitation, and hopes.
What’s normal? What’s not?
Am I too late? What did I miss?
How did my sweet little puppy become a monster? Why is this getting worse instead of better?
Which behaviors will my puppy outgrow? What needs help now?
Is my reaction making this worse? If I mess up, does it undo everything?
Do I need something stronger or stricter to fix this?
Puppy parents don’t always ask these questions out loud. They don’t want to feel like they’re doing something wrong. They don’t want to look bad. They might even be afraid of the answers. So, let your online content voice their concerns for them.
If you anticipate and answer these questions in your content, you’ll be making an emotional connection with puppy parents who may need your services. You will help them feel seen, heard, understood, not alone, not crazy. That’s how trust grows. That’s how your content keeps puppy parents engaged and wanting more.
Anticipating unspoken questions can be part of your content strategy in several ways:
Blog Posts: A blog post can focus on one question and answer, showing potential clients you understand what they’re going through and can give them hope.
FAQ: Beyond your normal FAQ page, you can have a specific FAQ for puppy parents. This FAQ is different from your logistical FAQ. You can put it on your Services page, or on a New Clients or Start Here page, on a blog post, or in an onboarding email.
Services Page: When potential clients visit your Services page, they are trying to decide if you understand their specific struggles and if you have solutions that will help. As you describe your services, you can keep their unspoken questions in mind. Let those questions shape how you present your services.
When you create content that meets pet parents in their unspoken questions, they will feel connected and want to learn more.
Janet Eriksson 