Yesterday everyone was talking about the beagle that would be competing for Best in Show at the Westminster Kennel Club last night. Uno was clearly the fan favorite going into the final competition with thunderous support each time he trotted around the arena. (One of the commentators said it was the most enthusiastic response ever given to a dog in his 19 years at Westminster). The other breeds certainly had their cheers, but this everyday hound had stolen the hearts of the crowd.

His secret? Simply being a dog everyone could relate to. Certainly Uno–like the other finalists–was a great technical example of his breed. But how many of us have actually hugged a dog with a shaved rear and hair teased out into marshmallow puffs?

When I was growing up we had a beagle, Bud the beagle. My sister showed him once at the Prince William County fair and he too took home Best in Show for his regal demeanor. But his favorite activity was going to work with my dad because he could run in the forest all day, showing up just in time to go home for dinner. And one of my two dogs now, Roscoe, obviously has beagle in him since he can howl with the best of them (and used to be a great escape artist, until he put on too much weight to scale the fence!).

But Uno is a great example of what I’m always telling business owners, especially in service industries–your clients aren’t buying your services so much as they’re buying you. Let’s face it, quality can be difficult to pre-judge and compare. So often, the client’s decision comes down to who can they can relate to, who seems to understand their needs, and who speaks their language. So you have to make sure your marketing messages speak their language.

One of the easiest ways to do that is to ask a couple of clients 1) to describe what you do and 2) why they hired you. Then incorporate the words and phrases they use into your marketing. Because you certainly don’t want to bark if they howl.

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