A friend of mine who pet sits forwarded a copy of a dog tips newsletter from Nanny 911 for dogs, which is distributed to over 2800 subscribers weekly. The author is Victoria Rose, a positively oriented dog trainer who currently lives in the Portland, OR area with her Doberman Pinscher, Jetta.
The Nanny 911 e-newsletter includes dog care and training tips drawn from Victoria’s vast experience, often using personal anecdotes to make her point. As a former journalist, Victoria still has the writing urge despite her transition to a dog training career and and leverages this passion to educate dog owners far beyond her own circle of clients. Her motivation is to help people and their dogs live more fulfilling lives. Although she occasionally mentions products by name in the newsletter the publication does not accept advertising.
Victoria finds that occasionally subscribers will reach out to become clients, either in-person or for telephone consultation if they live farther away, but the newsletter is not her primary marketing tool. She finds that Craigslist is actually the most effective means of marketing her business. In a bit of a twist, she has been successful getting people who posted dogs for sale on Craigslist to change their mind by training the person and the dog to better understand and fulfill each others’ needs.