How to write a great pet profile
PetRescue is one of the most effective ways to advertise to hundreds of thousands of high quality Australian adopters looking for a pet.
A well-written, descriptive and upbeat pet profile can often be the difference between clients feeling intimidated by the adoption process, or feeling excited and getting on the phone to arrange to meet "their" new pet.
So how do you write a great pet profile that will have people leaping to adopt?
Tailor your ad
When listing several animals on the site it's tempting to write in the description "contact us for more information", however to get maximum interest in your animals a good pet profile is essential.
PetRescue “advertisements” differ from other forms of promotion, as they are actually sought out by the client - not thrust upon them without permission. This means clients visiting the site are actively looking for a pet and the more appropriate information you can give the person the more engaged they become.
Also, since the client is already positive about the idea of adoption, instead of writing to attract a wide audience and promote rescue generally, you can instead tailor the ad to the one person you feel would be the perfect adopter and anyone who genuinely falls into that category will be interested.
Take some time to think about who your perfect adopter would be and what they would be looking for in a pet. Focus on these traits - would they want an active pet? A couch potato? Would they want a pet that makes them feel like they've "saved" it? Or would they want re-assurance that the pet is completely sound and going to fit into their family without problems?
Answering these questions before you begin will help you write a profile that appeals to your target adopter.
Start off strong
No matter who your target adopter is, we want the ad to catch the reader’s attention, create an interest and a desire to know more about the pet and the call them to action (which is the telephone call or visit to your group).
The first sentence is what gets a reader’s attention. To develop your first sentence, ask yourself what features of the pet are likely to be of greatest importance to the type of adopter you want.
As an example, if you want to appeal to a family, the fact that a pet is calm around older children should be emphasized. If you think an older, retired person would be a great home for your pet, then focus in the first sentence on how the pet has minimal exercise requirement and really just enjoys relaxing in good company.
"Ben is a delicate, but laid back kinda guy - he loves cuddles and watching tv with his favourite person. He walks very politely on leash and people might unkindly describe him as a bit of a princess - but really, that's what we love about him."
"Bess is a young mum who's fallen on hard times but her gentle, nurturing soul still shines through. Ideal for a family with older children, she's be the perfect companion for a family who wants a quiet, friendly pet with good house manners"
Notice any of these descriptions could really fit any breed or sized pet - - since the person already has a photo and likely has found the pet through a search, details such as size, breed, colour, coat length etc can be left out of the first sentence in exchange for the pets' more seductive details.
Once we have their attention, then we move on to other details about the pet that people like to know;
Stay positive
While you want to be honest about your pet, now isn't the time to list all their terrible traits. Sometimes, in an effort to weed out people who aren't committed to pet care, rescuers focus on the negative behaviours up front - unfortunately this can often make the pets problems seem much worse than they are.
You want to engage the reader - develop a bond between them and this pet. Focus on their positive traits and if you really must mention something negative, choose your words carefully!
Some examples;
For pets not suitable for small children
"No kids under twelve" – makes a dog sound like it eats kids for breakfast. Even people who don't have kids of their own won't want to take on a pet that might hurt a small child.
Try instead - for a big dog: "I'm a big boofy boy with a strong, waggy tail, so am not suitable for small children" or "I'm a goofy bundle of enthusiasm, so I need to join a family with adults or older children".
For small pet: "I'm only small so find small children a bit intimidating - older families only please".
Being exuberant, clumsy or breakable makes the pet seem endearing, rather than scary.
For high energy pets
“Excitable, has high energy levels and needs incredibly large amounts of exercise” makes the pet seem at best - mental or at worst - dangerous.
Being high energy is not a bad trait - when matched to a high energy adopter. Focus on finding an active person to suit
Try instead “Sarge is an active and incredibly smart boy who likes nothing more than to stretch his legs at the beach or the park. He'd suit an active person who wants and outgoing and friendly companion - if you can lob a tennis ball you'll have a friend for life."
For abused or neglected pets
Now is not the time to mention if the pet has had a terrible life - most adopters are looking for a well adjusted pet with a friendly personality and to suggest in great detail the awful things it's been through tends to turn people off.
If your pet does need special care due to abuse or neglect, encourage your more nurturing adopters to get on board by listing the pets best trait first - then that they are looking for a special person.
"Daisy is a quiet, thoughtful girl who, once she gets to know you, will smooch and happily show you her tricks. She is looking for a caring and compassionate home who will help build her confidence and understands she is a bit shy when meeting new people"
"Steve is a gorgeous, smoochy dog with a big smile. He's great with new people and loves everyone he meets. He is looking for a home who understands that at some point he didn't have anything, so finds it hard to share his toys and food sometimes - but with a bit of trust you'll find he's a fantastic and loving companion"
"Sarah is a sporty girl who can fetch, sit, drop and comes when called - the perfect outgoing companion for an active family. She is also great with other dogs, so is a joy to take to the beach or dog park and she just loves riding in the car. She bonds incredibly strongly with her "special person" so becomes worried when she is left alone for too long. She needs an understanding owner who can work with her to become more independent and who has time to be home with her for part of the day"
Remember, do no go into detail about beatings, abuse or other neglect at this stage of the adoption process - even if it turns out this pet is too big of a commitment for, or doesn't suit your potential adopter, by having a chance to speak to them you may be able to negotiate to find another more suitable adoptee. Stay positive and don't scare them off!
You’ve got them hooked – what next?
Don’t let them get away! Spell out exactly what you’d like this adopter to do next and do it with flair!
”If think you are the perfect home for Billy, we’d love to hear from you. Please contact us now on XXXX XXXX”
“We’d love to find out more about you. Please fill in our adoption questionnaire and we’ll get started on your new pet adoption”
“Since we’re usually our rescuing, our email inbox is nearly always full – if you’d like more information please contact us by phone (leaving a message telling us that you’re interested in Sammy) and we’ll get back to you as soon as possible.”
Some more dos and don’ts
... Do …
- Be honest in your profile. Always tell the truth, but try to focus on the positive, rather than the negative aspects of the pet’s personality.
- Include information about the reason the pet was surrendered if it reflects well on the pet. If the owner moved, died or was put in a nursing home, it's a great thing to include - it reinforces that the pet has been cared for and not surrendered for behavioural issues.
- Differentiate your listings from those of other groups. If you always write "more information coming soon" or "contact us for more information" your ad will be skipped over in favour of those with more detail. You want your ad to stand out and grab the attention of "your" adopter. An ad that isn’t read is a wasted opportunity.
- Meet the pet personally where you can. Spend some time getting to know them, who they are and who their perfect adopter would be. This cannot be relayed by a photo and a basic description of the pet.
- Highlight the most desirable and sought after features of the pet in the first sentence. This pet *is* great – you know it – now tell it’s new owners!
- Use one ad to benefit many. There's real value in substituting pets to potential adopters that contact your group. Even if "Jennie the little white fluffy" is no longer available, that adopter might be interested in other pets you have available with a similar temperament or look to Jennie.
If you can, keep a list on hand of your available pets, categorised by size and with notes on temperament near the phone. No person should ever be greeted with "sorry that pet is no longer available... goodbye". A smart rescue will say "sorry that pet is no longer available, but can I ask what attracted you to her? Maybe we have someone else here who is suitable"
- Advertise with a focus on a variety of pet types -this will bring responses that can potentially be substituted for other pets. Keep these listings "bumped" at the top of the list to maintain interest. A few ads could actually cover your entire "inventory" of pets saving you time and building your waiting list of potential adopters.
- Change the wording and pictures of the ads If you’re “bumping” it for the third or fourth time so your pet doesn't seem like there’s something “wrong” with it. If you’ve run it for an extended period, don’t be afraid to pull it down and start from scratch with a new start date and a zero “counter”. Ads are most effective the first time they run.
- Update your groups "PetRescue Profile" to include information about your group, its goals and it's logo. This builds confidence in potential adopters that you are a professional and legitimate organisation looking to help them find a great pet.
- Format your profile well. Read it out loud to yourself, use a spellchecker such as “word” to check for simple errors and add in paragraph breaks for clarity.
- Track ad responses. You want to know where people are hearing about you so don't be afraid to ask them. If you're getting good responses from PetRescue, you'll know it’s a good use of your energies - if it's posters or another source, you'll know you should focus your time on these.
- Have fun! You will discover that the more profiles you create, the easier the process becomes and if you enjoy writing them, your audience will enjoy reading them!
... Don’t …
- Include information about the reason the owner surrendered the pet if it reflects badly on the previous owner. It not only leaves you open to prosecution for liable, it actually intimidates potential adopters. You want to seem approachable and upbeat even if the ex-owner was "a lousy, hateful person who should be shot".
- Undersell your pets or include any indication that you might accept less than the advertised price. This undercuts all your adoptions and makes your adoption price seem flexible (which it may be, but negotiate with potential adopters in person).
Decide on a price that works for your group and wait – cost is only a small part of the decision making process for a good adopter.
- Use abbreviations or terms that the majority or readers may not understand. LWF, due date, HD, PTS = they all mean nothing to “normal” people :)
- Write in “the pets voice” unless you’re really *really* comfortable doing so. Writing from the perspective of the pet is not only harder because it requires advanced creative writing skills, but it can actually confuse the reader and distract from your message.
- Focus on the negative unless it's absolutely necessary. Stay positive and focus on the pets best traits.
Some great profile examples:
Cats:
Maisie Mouse is adorable! Shes tiny for her age but has a purr a lion would be proud of. Shes wonderful with kids playful but gentle she would be perfect for anyone wanting lots of smooches and a great companion.
pet4u
Tabitha is a really pretty, feminine kitten who loves a bit of an adventure out in the garden, but will also be a purring, affectionate smooch on your lap and in your bed with you at night. She lives with lots of other cats and dogs and will quickly adjust to any pets that you already have.
pet4u
Dogs:
Gismo is a good looking dog who is well behaved. Gismo loves to play ball and is very good at bringing it back and handing it to you. This little boy is good on the lead and travels well in the car. He has a good nature and a good temperament and would be suitable for anyone.
pet4u
If you want a really athletic dog that can keep up with you and just LOVES FRISBEE then look no further! I fell in love with this pup the minute I laid eyes on her. Cass will need a family or forever home that is aware of her need for exercising and for training. With Cassy's ability already in the frisbee catching department - looking for a great agility prospect? This girl is it in bucket loads!
boomba
An absolute sweetheart of a boy, Hamish is affectionate and quiet. He is looking for a quiet home where he'll get a daily walk and be allowed to live inside as a close member of his family. He has basic obedience and is very well behaved. The perfect dog for inner city life!
petlistings
PetRescue Ltd © 2004 - 2008 - Terms of Use