We often hear from our certificants that they choose to become certified for reasons of personal satisfaction, not for the marketing value. “People don’t recognize dog trainer certifications,” is a common refrain.

This, however, won’t be the case if you educate them.

To reap the full marketing benefits of your certification, be sure to inform prospects, referral sources, and the general public about its importance in an unregulated industry. Your certification provides independent validation of your professional knowledge and skills—why not make sure people understand this?

Making the most of your certification

Craft brief, impactful language for use on all your marketing materials. Write up and practice easy-to-remember talking points for use whenever you talk to referral sources or potential clients.

Where to talk about the importance of certification:

• On your website (home, bio, services)
• Printed marketing materials like brochures and flyers
• Print or e-newsletters
• In conversation with prospective clients
• In conversation with potential referral sources (vets, breeders, humane society staff, etc.)