Hello, Reader!

To new Pathfinders, welcome!
To The Pack, welcome back!

Thanks for being here... I hope this finds you healthy, curious and seeing the world through the eyes of your furry best friends --- full of wonder, adventure and fun, and full of happy rolls in the grass and sunshine! 🐾💚🐾

What is a Pawsitive Pathfinder, you might ask?

A Pawsitive Pathfinder is someone whose heart is called to make the lives of our beloved companion animals the healthiest, happiest, and longest it can be.

Message: What's the Big Idea?

The 3rd Step in Crafting a Compelling Pet Care Industry Newsletter

We've been going through the steps of The Pawsitive Press Framework for Newsletter Development.

So far, in previous issues, you’ve recognized the importance of Why your business needs to publish a compelling, consistent newsletter (Your Purpose).

And you’ve figured out Who you are writing it for (Your Audience).

Well, dog on, you’ve gotta be feline good! 🐶🐱

Now, the question becomes:

What are you most trying to convey to your audience about your business? And why is it important to paw at this question and really retrieve a good answer to:

‘What is our Message?’

Your business’s Message is the backbone of every successful campaign you’ll run, and it's what ensures your content resonates with your audience.

Are you starting to see how each of these steps is directly related to the others?

Let’s dive into why the Message matters and how to get it right.

Defining your business's Message is fundamental to its success. It’s about crystallizing not just what you're saying, but how you say it, and why it matters to your audience. At its core, your brand's message conveys your offer—what value your company brings to the table, and the positive impact to your ideal prospect (and their furry friend) that it has.

In the context of a Newsletter, this becomes about delivering value directly to the readers' inboxes, offering them something not just to read, but to benefit from.

Think of your newsletter as your way of dropping in to say, “Hey, here’s something you’ll love!”

This step is multifaceted, and has a few of its own moving parts. So let’s unpack the secret sauce behind a killer newsletter Message with what I call the 3 R’s Framework: Root, Ring, and Render.

✨ Root: This is about the main topic of your newsletter.

What central theme or subject are you chatting about?

It’s crucial to identify not just what you're talking about, but what aspect of it you wish to highlight. So, whether you’re providing expert tips, offering promotions, or sharing insights, your Message needs to be grounded in a central idea. This helps ensure that your content is focused and impactful.

With regards to your newsletter, it’s all about zoning in on a topic that’s not just relevant but also really grabs your readers by the heartstrings. For example, a pet care pro newsletter might focus on seasonal pet safety, life-season health or behavior tips—something that directly benefits your reader.

⭐ Ring: This refers to the tone, voice, and point-of-view of your newsletter.

Here’s where your newsletter’s personality shines…

In what way are you talking to your readers?

The components of the Root step refer to speaking to your reader in a way that is both relatable to them and authentic to your brand. This is also known as your brand’s voice. …What way do you want your Message to feel when it lands in your audience’s inbox?

Your newsletter’s tone is crucial because it sets the emotional connection with your reader. In the pet-care industry, this likely feels like a warm, approachable tone since you’re speaking to pet parents who want to feel supported and reassured.

When you strike just the right resonance, you can make your readers feel right at home, and that’s what keeps them coming back.

🌟 Render: Finally, we have the heart of your business’s Message, which is where your core brand ideology comes into play.

What is your business's overarching Message?

This is the underlying big idea you want to reinforce through every issue of your newsletter, as well as throughout your entire marketing strategy. It's this consistent thread that ties all your content together and reinforces your brand's values and mission.

Think of it as your brand’s heartbeat, consistently pumping out what you stand for, why you care, and why your readers should, too.

Things to consider to get to your brand’s Rendering:

What is your company’s underlying message to the reader?
What do you want to walk away with when they interact with your content?
What do you stand for?
How does that reflect in your newsletter?

The Render step of the 3 R’s is about ensuring every newsletter reinforces your brand’s positioning. For example, if your pet-care business emphasizes holistic, natural pet care, your message should consistently reflect those values in every issue.

Effectively defined, the Message in your newsletter does more than simply inform—it connects, persuades, and retains. It’s about making every word count to not just capture attention, but to capture hearts and minds, turning casual readers into raving fans and loyal customers.

If you’re not sure where to start, or how to improve on what you’ve been doing in your business, Sitting Pretty Strategies and The Pawsitive Pathfinder are here to help.

In the coming issues of The Pawsitive Pathfinder: Professional Edition, we’ll continue to discuss what works in marketing today, marketing best practices, and how a successful marketing strategy can start as simply— and powerfully— as publishing a compelling, fun, value-driven newsletter consistently, and dig into the other steps of The Pawsitive Press Framework.

Until then...

🐾Pawsitively Playful🐾

In reflection of last week's bonus issue of The Pawsitive Pathfinder: Professional Edition, I wanted to share a wonderful fun resource that came across my path this week (thank you Sahil Bloom!):

The NPR Joy Generator

It's just a bit of fun---and a random moment of joy--- injected into your otherwise busy day. And you are worth a moment of joy! 🐶

Hello, I'm StacyLynn.
The Furry Kidz Call Me AuntieMom.

Having been a professional pet sitter for the last decade, I've been adopted by many furry friends.

They've helped me work on myself, taught me a lot about what makes our four-legged companions happy, and enriched my life in countless ways.

I've become a fierce advocate for their health and well-being, on a mission to help more pet parents stand up for their furry kidz living longer and healthier lives.

As a strategic consultant and ghostwriter, I support the pet care pros and brands that champion the health, well-being and longevity of all our furry friends.

I am the OG Pawsitive Pathfinder.

🤓 Thanks for reading! This is one of the few places we can connect and share knowledge without the constant onslaught of social media distractions, so I truly appreciate you and your time and attention. 🧡