If you run a pet business, you know that nothing beats real stories from happy clients for building trust and attracting new customers. But “Leave us a review!” isn’t enough—you need strategic interview techniques to collect great testimonials, write meaningful case studies, and create engaging short videos for your website or social media.
Why Interviews Matter for Pet Businesses
Most pet owners don’t just want the best groomer, trainer, or pet sitter. They want someone they trust with their animal. Interviews let you showcase authentic experiences that answer “What was working with you really like?” That’s marketing gold—especially when paired with visuals and well-edited video clips.
Step-by-Step Interview Tips
1. Start with Pairing and Warming Up
Begin every interview with some friendly small talk—pets, recent sessions, or funny animal moments help people relax and open up. A friendly tone makes even video interviews feel comfortable.
2. Ask Open-Ended, Specific Questions
Instead of “Was this helpful?” try:
- What made you choose our business?
- How did our services solve your problem with [pet’s name or issue]?
- What was the most positive change you saw?
- Would you recommend us—and why?
- For case studies, ask about life before your business, the challenges faced, and what success looks like now.
3. Problem-Solution Focus
Highlight the transition from before to after, for example: “What were your worries about your pet, and how did we help?” These personal “wins” are memorable.
4. Get Permission and Explain Use
Always ask clients on camera if you can share their words/photos/video on your website/social profiles. Be honest about where it’ll appear—transparency builds trust.
5. Make it Easy—Offer Formats
Show your clients they can share feedback by written form, email, DM, video call, or even while they’re shopping in your location. Offer templates for written testimonials, but also help shoot short, candid video clips.
6. Capture the Setting
For video, shoot in a familiar environment—your shop, the park, or at home. Make the process simple, keep lights/cameras unobtrusive, and engage your client as you would in conversation.
7. Edit for Impact
Trim clips to 1–2 minutes for maximum engagement. Include the pet’s name, a specific outcome, and, if possible, a little fun—dogs sneaking treats, owners holding up favorite toys, etc. A lively video feels far more personal and trustworthy than a stiff, scripted one.
8. Use for Case Studies
With the owner’s permission, turn an interview into a story for your website—outline the challenge, solution, and results, using quotes and photos for credibility.
Sample Questions for Interviews
- What was your pet’s biggest challenge before working with us?
- How did your life change after using our service?
- Would you recommend us to other pet owners? Why?
- What advice would you give someone considering our service?
- Can you share a favorite moment or surprise during your experience?
Common Mistakes and How to Avoid Them
- Don’t spring a video shoot on clients. Give them notice and let them prepare.
- Avoid yes/no answers. Guide conversation with prompts and follow-up questions.
- Don’t forget consent. Always document permission, especially for video and case studies.
- Don’t make it all about you. Focus on the client’s story and the pet’s transformation.
Final Thoughts: Get More from Every Interview
The right interview techniques help pet businesses grow—by making it easier for clients to share their positive experiences and helping you produce marketing assets that stand out. Take your time, listen, and let the genuine pet stories do the selling for you.
If this sounds scary, I can do the interviews for you, then edit them and post them. I can turn interviews into case studies, too. Book a free discovery call to learn more about using interviews for your pet business marketing needs!
