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 or training throughout her career. Recognized for her marketing expertise, Robin is theMarketing Maven for the “Orange County Breeze,” where her columns intertwine marketing and politics. She also authors the Pet Tails feature in the monthly “Breeze” print edition and Market My Words in Pet Sitters International's "World" magazine. As a training coordinator and public speaker, Robin is involved with a variety of projects – facilitating public speaking, writing and generational differences workshops. She and her husband own Royal Care Pet Sitting, which has been serving pet owners since 1998. Their love for animals began as humane shelter volunteers where for nearly 20 years they walked and bathed rescued dogs. A former NASD licensed securities representative, Robin once served as president of the Animal Assistance League of Orange County In 2011, she founded Motivate Your Something. Along with her autobiography, Life Is an Open Seating, Robin promotes her belief that everyone has at least one challenge in life that makes getting to the starting line harder. What is Robin's something? She is legally deaf.