SCRIPTS · Pro PLAYBOOK
Pet is an emotion-first, utility-second category: US buyers self-identify as pet parents and respond to sellers who visibly share that identity. The script is medium intensity with a soft opening — lead with the animal, follow with the product. If you have a pet on camera, this script assumes it; if not, borrow the honest version of that energy without faking ownership.
HOOK (with a pet on camera): 'This is Biscuit. Biscuit has never once cared what anything costs, which is why someone in this house needs a job. Today it's this.' The joke does three things: establishes pet-parent identity, disarms the sales frame, and gives the room something to comment on immediately ('what breed?'). Answer pet questions warmly but briefly — the pet is the hook, not the session.
THE LOOP: 1) Problem in pet-parent language: 'You know the 6pm energy? The thing where your dog has opinions about your furniture?' 2) Demo with the animal if genuinely safe and stress-free — a stressed animal on camera generates the wrong comments; a relaxed one generates sales. 3) Durability honesty, which is this category's anchor: 'Here's what this will survive and here's what it won't — if your dog is a power chewer over 50 pounds, this is not the toy for you, and I'm telling you that because a refund helps neither of us.' 4) The replacement-cost anchor: 'How many $8 toys does a power chewer eat in a month? This is the math of buying once.'
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