Marketing Maven: Value in a license

Many companies and/or professions need to be licensed in order to conduct business. For most, the license information must be included on their business card and on other material.

Most licensed people or businesses must do something to earn that credential. Whether it’s pass an examination or purchase a bond that protects customers from inferior performance, some step had to be taken before that license was issued.

Other businesses might not have to do anything per se, but the license demonstrates a commitment to the profession.

For example, to confirm that my own business is a professional service, Royal Care Pet Sitting is licensed (with the City of Cypress) and bonded (CNA Surety). After all, pet sitting is much more than walking dogs or cleaning litter boxes. Clients give us the keys to their house (valued from half a million to multi-million) and granting that access includes trusting us to respect their privacy when in their home.

(Anyway, who cares that an original Picasso is hanging on the wall when there’s a wet nose wanting a belly rub?)

If your profession or business doesn’t require that the license be publicized, you should still consider including it on your marketing material. You don’t want to make the license the centerpiece, but include it to show that you are an accomplished professional with the requisite skills.

Promoting that you are licensed in your respective field is always a plus. But how long will this advantage remain? Sacramento is already looking to license groomers with Senate Bill 969. How long before they go after pet sitters, babysitters, house cleaners, delivery people, elder sitters, or delivery people

Ultimately, the marketing advantage of being licensed could become meaningless (or carry less importance) if everyone is licensed. But at the moment, being licensed still has many benefits. If you or your business is licensed, promote it in all your marketing material.

Featured photo

Courtesy photo of Robin Marlena Itzler.

Why Hire A Licensed Contractor? (homecontractinghelp.com)

About the Author

Robin Itzler

Robin Marlena Itzler has worked in some facet of marketing/communications since 1976 and currently works full time in the pet health insurance field. She and her husband own Royal Care Pet Sitting, where she also handles the marketing. Recognized for her marketing expertise, she originated and continues to author Market My Words, a regular column in Pet Sitters International's (PSI) "World" magazine. She is also the ‘Marketing Maven’ for the “Orange County Breeze,” the website for news about Northwest Orange County. Robin has spoken to groups as varied as pet sitters to small business owners. A former NASD licensed securities representative she once served as president of Orange County’s largest non-profit humane association. In 2010, Robin started Purrfect Bark, a public speaking program at her company. Focusing on communication, this year she founded Motivate Your Something. An officer in the Toastmasters Bre’ahs club where she broke club records earning various award levels, Robin founded Something Gained, a new Toastmasters club in Cypress.