On an average day I probably receive about 5 press releases from pet industry folks who want me to ‘check out their latest, greatest pet something or other’. Sometimes I do. Sometimes I don’t. In fact if you’ve ever wondered – and you probably haven’t – why I may not have ‘checked out your latest, greatest pet something or other’ it may be down to one of these three errors:

1) You’ve opted for an unbearably ‘cutesy’ name. Pawfect Poochy Pampering Palace – that type of thing. Do you know, I’ve actually lost track of how many times I’ve said to people thinking of starting out in the dog eat dog world (see, even I do it) of pet retail, “To be original, try not to be too clever. In fact just try and be different.

Poochy Paws Pet Polo Shirts, isn’t what I’m looking for. It’s too cutesy, too unoriginal. Actually, maybe it is original. In fact, my publishing it here grants my copyright to use it in the future. I digress. The lesson? Strong name. Original concept.

2) You tell me this at the start of your press release: “Hey, your readers will LOVE this”.

Sorry. You’ve managed to get my back up straight away with that kind of crazy talk. If you knew what my readers would love, you’d be doing my job. Even the tiniest change will get your press release through my screening procedure on this front. Have a got at this: “Hey, I have read your magazine and I think your readers might be interested in this”.

Much better. Editors are a grumpy sort and their readers are on their minds day and night. It’s a real annoyance to be told what they will “love” when we spend every waking hour scratching our heads and sweating about what we hope they will mereley enjoy, let alone love.

3) You visibly copy in every other dog publication on the face of the known Universe and start with ‘Dear Editor’. You’ve lost me.

So, you are probably wondering what this pet marketing masterclass has to do with anything?

Well, occassionally we get to see a company and a website who demonstrate how things should be done.

Oh My Dog Supplies. Excellent name. I’ll remember it.

What do they do?

Well, they are an

“Upscale US dog supplies store that features high quality designer items that aren’t sold in local pet stores. We specialize in dog beds, dog feeders, dog bowls, and dog car seat covers“

Again, excellent. I know instantly what they do and what’s on offer if I visit their website. Which I did. And, it’s another lesson in how pet retailing online should be done. Fantastically easy to navigate, really easy on the eyes and top notch range of up-market pet products. Impressive stuff. If you are a US resident dog owner, pay a visit to www.ohmydogsupplies.com – you won’t be dissapointed.

Highly Recommended: What dog owner wouldn’t want a piece of THIS action? – Get FREE dog food!

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