How to Find Your Dog Training Niche
I tried training my family dog once. I watched a trainer’s channel on YouTube and started implementing their suggestions.
My dog couldn’t care less.
Then I started watching more videos. I realized instagram had training videos too. And facebook.
And they were all giving wildly different advice. How the heck was I supposed to decide who to trust??
And herein lies one of the unique opportunities for dog trainers.
There are a million different approaches, methods, and training styles out there, and not all of them work for every dog (or every owner).
Your approach will work for some, and not for others.
And people will want to work with you if they think you are the person to get their dog the best results.
So my friend, you need to stand out to a particular type of owner with a particular type of dog.
Sounds complicated? It doesn’t have to be. But you need to know which of those dog owners you want to be working with if you are going to catch their attention.
This is where the idea of having a dog training niche comes into play.
What’s a dog training niche, you ask?
Your niche is a chunk of all the possible people and dogs you could work with as a trainer. But it’s your very own, special chunk (I probably could’ve picked a better word than chunk here, huh?).
If you had zero niche, your potential client base would be anybody who has a dog, interacts with dogs, or is thinking about getting a dog. Those dogs could be old, young, aggressive, completely calm… you get the picture.
Specializing in a specific chunk of this population is one of the most effective ways to be a more successful dog trainer.
Because having a niche isn’t about limiting your client base. It’s about standing out to the people and dogs you really want to help.
Knowing your niche will help you and your business in 3 important ways:
Fulfillment
You’re a dog trainer, so chances are you are passionate about helping dogs. But there are definitely some jobs that excite you more than others. Knowing what kind of work you are most passionate about doing and advertising for those kinds of jobs means you can do more of what you really love.
More effective training
Focusing on a narrower set of training goals means you can really become an expert in what you do. Plus, you’ll be attracting clients who are interested in your unique approach and methods, so they will be more likely to follow through with the training advice you give them, instead of reverting to their old ways.
Higher profit
Positioning yourself as an expert in a narrow field means you can charge more for your training. You’ll also be attracting clients who specifically want what you have to offer, so they will be willing to pay more than for someone who doesn’t meet their criteria.
Let’s break down how to figure out what your niche is, then how to use it to your advantage.
5 elements of a dog training niche:
Which type of dog behaviors do you want to tackle in you training?
Do you specialize in reactive dogs? Puppy house manners? Aggression? Separation anxiety?
Decide on 1-3 umbrella behaviors you want to focus on. Specific enough that people will identify with what you’re saying, but broad enough that you’re capturing your range of services.
What’s your training style?
Do you only use positive reinforcement, or do you have more of an alpha/pack leader approach? Do you preach clicker training, treats, or gentle corrections? Dog owners often have strong opinions about which of these approaches are best. I’m sure you do too!
What’s your training personality?
Are you very gentle and warm, or more no-nonsense and straight to the point? Can the owners expect detailed instruction about dog psychology, or quick and easy steps to follow? People want to know if they’ll mesh with your personality.
What kind of services do you offer?
Do you advocate for board and train, online instruction, puppy classes, or traditional one-on-one sessions? Some people want more personal attention, while others want to try doing things on their own, while others want to put in as little effort as possible.
How did you get to where you are?
Did you take courses, or learn on the job? Did you volunteer at a shelter, or help your neighbors when you were getting started? This is great for both the story building and matching what people consider a qualified education.
All of these elements will make up your dog training niche.
Some of these points are probably more important to you and your clients than others. Those are what you should lead with when you market yourself.
But a lot of people make the mistake of only including their target audience when they decide on their niche. They might say “I’m a dog trainer who specializes in training reactive dogs.”
This is an important piece of the puzzle, but don’t ignore the other parts! Everyone cares about different things, so do yourself a favor and make sure all of the information is out there.
A niche with more dimension might sound like “I’m a certified dog trainer who educates owners in practicing appropriate, easy to follow positive reinforcement techniques to help their reactive dogs find peace and security.”
You understand that trainer a lot better now, just by adding those little details. There’s an immediate sense of understanding whether that trainer is the right fit or not that you just can’t get from “I help reactive dogs”.
Wondering how to put it all together? Try one of these templates:
Using (technique), I help (type of dog/behavior/struggles) with a (personality) approach.
example: Using clicker training, I help dogs learn basic obedience with a warm and positive approach.
In my (services), I help (type of dog/behavior/struggles) (outcome) through (training personality).
example: In my puppy classes, I help puppies gain confidence and trust through monitored socialization and hands on training exercises with owners.
As a (background/certification), I specialize in helping (type of dog/behavior/struggles) (outcome) using (technique) during (services).
example: As a Karen Pryor Certified Training Partner, I specialize in helping aggressive dogs find healthier communication methods using positive reinforcement techniques during private one on one sessions with owners.
These templates will help you quickly explain your niche when someone asks, but you can be more elaborate in your marketing materials, like in an instagram post or on your website.
Happy niching!!
If you’re working on establishing your own dog training niche, drop your idea and any questions in the comments!
