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Profiting on puppy love & cat care A freelance Writer’s Guide to Writing for Local Veterinary Hospitals By Brain Scott and Stanley Burkhardt Chapter 1 MY STORY… Most writers decide in which industries to write, such as high tech writing, financial writing, healthcare writing or advertising copywriting. Sometimes our destiny decides the specialty for us. I’ve worked in PR. Did copy writing work for publishing companies, and wrote sales and promotional stuff for small mom-and-pop shops. I am a communications graduate who minored in graphic design. So what qualifications do I bestow to write on this unusual topic? Where did my ability to write for “cats and dogs” come from? Years ago the veterinary hospitals who had commissioned me to write sales copy for their hospitals decided I would be a specialist in writing for the veterinary services industry. Frequently I am asked by other writers how I got started in writing for “cats and dogs” and why I chose to write –and stay – in this industry, since it’s not one of the top paying industries nor it is favorable on outsourcing work. The short story of it all is …more than eight years ago a local veterinary hospital commissioned me to write its newsletter. It was called “pet paws” because I couldn’t think of any other title that would be appropriate, cute and seducing. The newsletters objective was to promote a positive image of the hospital. But the newsletters did more that make the hospital shimmer in the minds of its customers. The newsletter became a popular item to read while pet owners waited in the waiting room to see the next doctor. And many pet owners took the newsletter home because it provided newsworthy and useful tips, suggestions and recommendations on ways To take precious care of their pets, while constantly and subtly reminding them of the hospital at which their pets were treated and cared. The doctor who had commissioned me to do write “pet paws” was elated with the results so he commissioned me to do more work. more newsletters, brochures, flyers, websites and publicity stunts flowed my way over the years, so did a cadre of veterinary hospitals that commissioned me to do similar promotions for them. That’s how I became a specialist in this field, undecidedly I’ve stayed in this specialty ever since because I love what I do. I think also it’s important to know that I had no experience or knowledge writing for veterinary industry, when I first started out. Writing “pet paws” resulted in knowing a good friend –she was a certified technician with years of experience –who know I was a writer trying desperately to start a freelancer career. She also knew I was a wizard with words, I harbored a deep love for animals, and I had the skill to do the task. Having known that her boss wanted to put out a newsletter, she Convinced her boss to contact me. And also he did. And that is how I was first hired as a freelance writer to write for cats and dogs. much of the content for the “pet paws” newsletter derived from meetings and discussions I had with the owner, in addition to taking with other doctors and interns who worked at the hospital. The purpose of the meeting and discussions was to gather suggestion as to the types of content I should include in the newsletter –i.e. what exactly did pet owners want to read and would find important? I spent a good part of my time with my face buried in veterinary books and periodicals so I could understand the complicated, sophisticated technical language that doctors often speak, and transform their tangled ribbons of sentences into language that the average person can understand. Gradually, over many years, I’ve acquired a vast warehouse of knowledge and experience in writing copy for veterinary-and making a steady living doing it. Because somebody had helped me get my food in the door. I am forever grateful to help you get your food in the door. I am probably the first writer you have meet who as written for veterinary hospitals. My opinion is that many writers don’t make attempts at securing work from this industry. The other reason is that writers try many approaches to secure work in this industry and fail doing so. I’ve overcome all of these obstacles, and much more. I wish show you how to secure work in this industry, how to garner numerous and repeat assignments, and how to profit on puppy love and cat care, let’s get started!