FreshPet Got Called Out for This. Are You Making the Same Mistake in Your Marketing?

Freshpet, a popular dog food brand, just got called out for implying their product was "human-grade" — without actually proving it.

Freshpet had to change their marketing after the Better Business Bureau's National Advertising Division ruled they couldn't make quality claims without evidence.

And here's why this matters if you're a dog trainer, groomer, pet sitter, or anyone running a pet business:

Pet parents are paying attention to the same thing.

They don't just want to hear that you're "experienced" or that you "really love dogs."

They've seen those claims a hundred times. What they want is PROOF — and your content is where they're looking for it.

So here's how to apply this to your own marketing:

🐾 Show yourself working, not just your results.

Film a 15-second clip of you greeting a nervous dog. Let pet parents see your calm, your body language, your energy. That builds trust faster than any bio ever could.

🐾 Replace generic claims with specific examples.

Instead of "I'm great with reactive dogs," try: "Last week I worked with a dog who barked at every noise on walks. Here's what we focused on." Specificity = credibility.

🐾 Let your process do the talking.

Walk pet parents through HOW you do something — not just that you do it. A quick "here's how I introduce a new dog to my pack" video shows your expertise without you ever having to say "trust me."

🐾 Use client moments as proof.

A short clip of a pet parent saying "she was so calm when I picked her up" is worth more than a dozen posts about your certifications.

🐾Audit your own content.

Go look at your last 5 posts. Are you TELLING people you're great? Or are you SHOWING them? If it's mostly telling, that's your next move.

The brands that thrive aren't the ones making the loudest claims — they're the ones proving their value, one piece of content at a time.

Your expertise is real. Now let your content prove it.