Jo Scott is a dog artist, illustrator and creative business owner whose work now reaches people all over the world.

Yet just over a decade ago, Jo was working in corporate and dreaming of creating her own greetings cards, something that had been at the back of her mind since Uni.

Her business began with a single portrait, drawn as a birthday gift for her mother-in-law where just wanted to see if she could capture the likeness of a dog she loved. 

That one drawing led to another… and eventually to a full career change in her 40s with Jo following the first career path she’d ever considered.

Jo talks about moving on from a high-pressure office job, building a creative business she loves and where she can work from anywhere, including while she's off on adventures in her motorhome.

She shares how she found her people through Substack and email, how she shows up online in a way that feels right to her, and van life with husband Dean and dog Tomasina.

We talk about creative burnout, comparison, and why it’s OK not to chase massive income numbers or shiny objects.

Jo's cards are on sale on prestigious sites like Thortful and Moonpig, meaning she gets portrait orders from all over the world, and she works with small retailers, sells from her own site and at events.

If you’ve ever had a niggling idea that won’t go away - or wondered if it’s too late to do something completely different and follow your dreams, you’ll love Jo’s story.

Key quotes from this episode

“I drew my mother-in-law’s dog for her birthday - just to see if I could—and that one drawing changed everything.”

“I didn’t need a business that made me feel stressed or boxed in. I wanted one that gave me space to breathe.”

“With Substack, I’ve found a way to communicate that I love. I started writing emails and people were replying saying, ‘This feels like you’re inside my head.’”

“Being in the motorhome showed me I could live slower, work differently—and not miss the old version of success.”

“You get to be the kind of artist - or business owner - you want to be. It doesn’t have to look like anyone else’s.”

“It’s never too late to do something different. You can absolutely start again, and do it your way.”

Key takeaways

Jo’s first dog portrait was drawn for her mother-in-law’s birthday - and sparked a total career change.

She built her pet-themed art business slowly, alongside other work, without pressure to scale quickly.

She connects with her audience and builds relationships through email and Substack, not social media trends and values working with other artists.

Choosing to live and work from a motorhome gave her clarity on how she wanted her life to feel like and what ‘enough’ is for her.

Jo’s story is proof that it’s never too late to do something you love, and you don’t need to be everywhere and running yourself ragged to make an impact.

Topics and timings in this episode

1.30 - Jo’s first dog portrait and how it all began

4.10 - Why art was always her thing (and what took her away from it)

7.30 - Moving from a creative agency career to working for herself

10.15 - Starting over in her 40s and building a pet-themed business

14.20 - Creating her first greeting cards and finding her niche

17.40 - Building confidence and showing up online in her own voice

21.00 - Finding her people through email and Substack

26.10 - What helped her stop comparing herself to other creatives

30.00 - Choosing slow growth and redefining success

35.15 - Jo’s motorhome life and how she’s experiencing a different pace of business

41.00 - Creating from joy instead of pressure

45.20 - Selling at events like Crufts and what Jo has learned from in person shows and learning as she went

49.10 - Creative burnout and how she protects her energy

53.30 - What she’s learned about audience building and visibility

58.00 - Jo’s advice for anyone starting (or restarting) something new

1.02.00 - Why your version of success doesn’t need to look like anyone else’s

Resources mentioned in this episode

Jo’s website: https://joscottart.com

Jo on Instagram: https://instagram.com/joscottart

Substack: Jo Scott’s newsletter on art, dogs and creative life https://substack.com/@joscottartist

Clayton Payne is a pet industry expert who’s been in the trade for over three decades – and who’s built one of the UK’s most well-known and well-respected wholesale businesses from scratch.

He shares what it was like starting out as a young lad knocking on doors trying to get products into shops, how he built a business that turned over millions, and why staying real and relatable has been such a big part of his success.

Clayton also talks about what it’s like to be hated and not taken seriously, and how he pushed forward and learned not to care what people thought about him, to the point where he says he ‘loved’ being disliked.

We talk about the highs and lows of running a business in the pet industry, being consistent and reliable, and how the sector has changed since he started out in the 90s, especially when it comes to social media, brand building, and visibility.

Clayton also speaks about his own challenges, including overcoming alcohol addiction in his early twenties, how he still experiences imposter syndrome, and the toll success can take behind the scenes.

If you want to know what it’s like growing a pet business that stands the test of time - and what it means to be a disruptor - you will love this conversation.

All the links to connect and learn more from Clayton, plus how to tune into his brilliant Pet Business Disruptors podcast are at the bottom of this post.

Topics and timings in this episode:

1.00 - Introduction to Clayton and his background.

3.00 - Growing up in the pet industry and early career.

6.45 - Creating and scaling a successful wholesale business.

9.30 - Disrupting the natural treat industry in the UK.

12.00 - How the industry has evolved since the 90s.

15.10 - Why it’s harder (and easier) for brands today.

18.00 - Supporting challenger brands and working with agility.

21.30 - Breaking through and being taken seriously in the early years.

24.20 - The impact of a major competitor going under – and how it led to huge growth.

27.15 - Why service and reliability matter more than price.

29.00 - Showing up for your customers and staying consistent.

31.00 - Dealing with rejection and staying resilient.

33.10 - How tailoring your approach to each pet shop can improve your chances.

35.20 - Is your product truly viable for retail? A reality check for small brands.

39.15 - How challenger brands can approach route to market and minimum orders.

41.45 - Why the Pet Business Disruptors podcast was created.

43.00 - Imposter syndrome and showing up as yourself.

45.00 - How authenticity and personality became a strength.

48.30 - Being disliked by the industry – and why that’s not always a bad thing.

52.00 - The importance of staying focused on the right people.

54.15 - How travel helped with perspective and resilience.

56.30 - Life now – consultancy, the podcast and new opportunities.

58.45 - The impact of long-term sobriety and recovery.

62.30 - How being sober supercharged business success.

65.00 - The myth of perfect timing – why it's never too late to do what you want.

67.00 - Market shifts in 2025 – the rise of premium cat products.

68.30 - What’s changing with AI, SEO and e-commerce.

69.30 - What it takes to be a true disrupter.

Links mentioned in this episode: 

Download the new content calendar: http://rachelspencer.co.uk/calendar

Connect with Clayton on LinkedIn: https://www.linkedin.com/in/clayton-payne-a6772244/

On Apple Podcasts: https://podcasts.apple.com/gb/podcast/pet-business-disruptors/id1759599442

Listen on Spotify: https://open.spotify.com/show/1O6vFMl3vquGsl0tin2b6n

Related episodes:

Should you buy my pet business content planner?

Takeaways from the Business of Pets event 2025

Reframing imposter syndrome with Nicola Kinnard-Comedie

Building resilience as a pet professional with Andrew Hale

The NatWest Accelerator and how it can help your pet business

Takeaways from the PIF Business of Pets conference 2024

Lessons from Theo Paphitis SBS 2025

Are you ready to make 2025 your most visible year yet?

In this episode, I’m sharing how you can create a visibility plan for your pet business using my Pets Get Visible for 2025 Workshop and the Pet Business Content Planner and Companion.

You’ll discover why visibility is key, how to plan ahead for key dates and awareness days, and how a structured approach can help you feel less overwhelmed and more in control.

Whether you’re tired of scrambling for content ideas or want to take your marketing to the next level, this episode is packed with inspiration.

Plus, I’ll share details about the upcoming Pets Get Visible for 2025 Workshop, happening live on January 7th, and how to join for free if you’re a planner owner!

0.20 - What to expect from this episode.

1.15 - Why visibility is essential for your pet business

3.45 - Overcoming last-minute marketing stress

6.10 - Details about the Pets Get Visible for 2025 Workshop

8.45 - How to use the Pet Business Content Planner and Companion

9.30 - Step 1: Identify your products and services

10.40 - Step 2: Map out the year ahead

11.50 - Step 3: Plan three months in advance

12.55 - Step 4: Use awareness days for content ideas

14.20 - Step 5: Develop your promotional strategy

15.35 - Step 6: Break it down into quarters, months, and weeks

16.45 - Tools and resources in the planner to support you

17.35 - Case study: Sarah Jones and Dogs in Yellow Day

18.25 - Invitation to join the workshop and membership

Links mentioned in this episode:

Buy a copy of the planner on its own for £30: https://rachelspencer.co.uk/product/pet-business-content-planner/

Join Pets Get Visible for just £15 for your first month: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50

Further listening:

How to write a press release for Crufts

How to create a pet business social media calendar

Should you by my pet business content planner?

10 ideas for using awareness days that aren't all social media

How to use awareness days to promote your pet business

Is my Pets Get Visible membership right for you?

How to get comfortable, confident and consistent with your pet business marketing 

If you’ve got a pet product business you’ll love this episode with Jo Milnes where she’s sharing the marketing activities that have worked for Distinctive Pets.

Including what goes on behind the scenes of her awareness day, Muddy Dog Day, which is happening on October 29th.

Jo has three pet businesses, a horse stud, a dog friendly holiday cottage and she set up Distinctive Pets, selling products for pets, pet parents and the home in 2016.

In that time she’s tried all kinds of things, starting with a self built website, then getting her products in front of people at shows.

She’s progressed to a Shopify site, won awards, had tonnes of publicity, used her skills to find three stolen Spaniels, launched a newsletter and a product range for her day.

You’ll learn tonnes on the reality of growing your business in this straight talking chat with Jo.

Key topics and timings in this episode:

2.17 - How Jo set up her business to keep busy after her daughter went to uni in 2016.

4.16 - Being inspired by Slimming World to create a place where dog owners could get healthy and natural treats.

5.29 - Jo's feelings about being naive starting out and trying to figure things out on her own.

6.50 - Why investing in your website makes you more confident in showing it off.

7.15 - How shows and online work together.

9.08 - Email marketing and how that's helped Jo's business.

12.21 - Jo's Muddy Dog Day awareness day, what it is and how to get involved.

15.42 - How Jo created her day and what it's done for her business.

20.37 - How you can help Jo on the day.

22.33 - Jo's advice for people who want to grow their pet businesses.

24.18 - The importance of supporting each other in the pet business space.

26.40 - Where to find out more about Jo.

Links mentioned in this episode:

Learn about Muddy Dog Day: https://distinctivepets.co.uk/pages/muddy-dog-day

Check out the Muddy Dog Clean Up range: https://distinctivepets.co.uk/collections/muddy-dog-products

Follow Jo and Distinctive Pets on Facebook: https://www.facebook.com/distinctivepets/

Follow the day on Facebook: https://www.facebook.com/muddydogday

Connect on Twitter: https://twitter.com/distinctivepets

Keep in touch on Instagram: https://www.instagram.com/distinctivepets/

The words ‘Future Proof’ are everywhere at the minute especially with the cost of living crisis.

And this week's podcast guest is here to share with you how to do this for your pet business.

I'm chatting to Lucy Rennie, she’s a communications expert and she’s been talking about Future Proofing your business for years and shares everything you need to know.

From making your clients feel special to launching special products or services in line with what is happening in the world and turning uncertainty into opportunity.

You'll get loads of awesome advice from Lucy who lives for small business.

Key topics and timings in this episode:

2.08 - Lucy’s background.

4.05 - What is future-proofing? 

5.54 - The emotional impact of what’s going on in the world on small businesses.

8.31 - Three clear steps to future-proof your business.

13:14 - Why we should be encouraging our clients to write great reviews, case studies, and testimonials.

15.52 - Challenging assumptions about what the Cost of Living crisis really means.

18:02 - The types of things people ARE spending money on during a recession.

23.58 - Gift ideas for your clients.

26.23 - How focusing on the changing needs of your clients can help your business thrive and present opportunities.

28.26 - The importance of being honest with yourself and your clients.

30.31 - Lucy’s belief that small businesses will help turn around the economic crisis and why now IS the time to believe in what you do.

32.57 - Embracing grit and resilience.

34.25 - The importance of recognising and enjoying your success.

36.37 - Lucy’s book and podcast and where to find out more.

Links mentioned in this episode:

Learn more about Lucy on her website: https://lrcomms.co.uk/

Listen to her podcast here: https://www.iamlucyrennie.com/podcast

Buy her NEW BOOK on her website here!

And on Amazon here * Affiliate Link *

Follow her on Instagram: https://www.instagram.com/iamlucyrennie/

Join her free Communicate with Purpose Facebook Group

Listen to How to get more review for your pet business

Do you see other pet businesses talking about awareness days and national days and feel like it’s something you’d like to start doing?

But you’re not sure how, or maybe you’re worried it might seem a bit random or cheesy or that it has to be your day?

Here are some common questions around awareness days and how best to use them in your pet business content.

Plus examples from pet business owners who've created their own days and how they've boosted their business.

Key topics and timings in this episode:

1.00 - What are awareness days

3.42 - How you can use them in your pet business marketing

6.15 - Why use awareness days

8.50 - How to avoid sounding cheesy

10.20 - Different kinds of content you can share

13.17 - Does it have to be my day?

14.44 - How to pick what days to use?

16.48 - How to find out about the days?

Links mentioned in this episode:

Thinking of creating your own day or would you like support planning a campaign around one? Visit my Work With Me page to see the packages on offer.

Ruffle Snuffle list of pet holidays here: https://www.rufflesnuffle.co.uk/the-best-list-of-pet-national-days-holidays-calendar/

Learn more about Dog Separation Anxiety Day on September 30th, created by Jo Sellers.

Kate Taylor’s Canine Companion Day on October 2nd.

Jo Milnes has Muddy Dog Day on October 29th.

Niki French, creator of Don’t Walk Your Dog Day (April 2nd)  has a book, Stop Walking Your Dog.

Kim O’Donnell, creator of Twin With Your Dog Day (December 1st)

Learn about Dogs in Yellow Day on March 20th created by Sarah Jones from My Anxious Dog.

And Kerry Jordan's National Dog Photography Day on July 26th.

Would you love to be able to magic 30 social media posts from a video you’ve already recorded or an article you’ve written?

If so you will love this podcast with Skarlet Rockwood, a pet business content marketing expert and the creator of the Pawprint Method.

It’s a system where you turn one piece of core content, so a blog, podcast or video or a live into up to 30 posts.

Rather than sharing it once, you use it over and over - without it sounding tired or boring!

Skarlett and I chat about how to make it happen in this episode, and if you listen in and you have a vault of material already, you’ll never be stuck for what to say again!

In fact, you'll have so many ideas you won't know what to do with them.

Key topics and timings in this episode:

1.32 - How Scarlett found herself working in the pet industry.

3.33 - Challenges for service businesses.

5.54 - Challenges for Product-based businesses who often feel like the product is the only thing they can post about.

12.57 = The importance of repetition and follow-up.

17.54 - If you want to be known for something, you have to keep talking about it.

22.01 - Skarlet's advice for anyone who finds posting lots overwhelming.

24.14 - How to repurpose old content for new content.

27.43 - Looking at holidays and awareness days to see if they are relevant to you.

30.35 - Using common questions as content.

32.05 - How to find out more about Skarlet.

Links mentioned in this episode:

How to find out more about Skarlet.

Website: https://skarletrockwood.com/

Instagram: https://www.instagram.com/skarletrockwood/

Facebook: https://www.facebook.com/SkarletRockwood

LinkedIn: https://www.linkedin.com/in/skarletrockwood/

Would you love to feel more comfortable sharing what you do in your pet business?

Telling your potential clients and customers about the product or service you offer and how it can help them?

Without sounding pushy, selly or desperate.

If so, the Be Bold Bootcamp for pet businesses is for you. It’s a short course designed to give you a gentle nudge when it comes to marketing your business.

Over four weeks you’ll learn to feel more at ease sharing the passion that inspired your business, identify who your dream clients are, share stories to inspire people to want to work with or buy from you and much more.

In this podcast episode you’ll hear from two petpreneurs who have taken part and the impact it had for them.

Key topics and timings in this episode:

0.20 - Intro to the episode.

0.58 - Stopping marketing a course because of the Queen's passing.

1.33 - The cost of living crisis and why we need to keep marketing, not stop.

1.50 - How taking part in the Be Bold Bootcamp can help your keep marketing your pet business

2.21 - What you can achieve in four weeks.

3.15 - Examples of what people accomplished in the last course.

5.19 - The BOLD ladies you'll hear from on the course.

6.08 - Breakdown of each module, dates and times.

7.33 - What's included in the programme and the cost plus how to claim your EARLYBIRD saving of £100.

8.21 - Client story - Kim O'Donnell - Leo, Charley and Me

27.00 - Client story - Fiona Pedley - VA to the pet industry

44.11 - What to do if you want to join, how to claim your discount.

Links mentioned in this episode:

Save your place on the Be Bold Bootcamp: https://publicityforpetbusinesses.mykajabi.com/beboldbootcamp

Use EARLYBIRDBBB at checkout to save £100 before October 2nd.

Find out more about Kim on her website: www.leocharleyandme.co.uk

Find out more about Fiona on her website: https://www.fiona-yourva.co.uk/

Looking for some inspiration for your pet business marketing this winter?

As the dark nights draw in and the temperatures drop, the needs of pets and pet parents can change and so does the way you talk about your product or service.

Key holidays like Bonfire night, Halloween, Thanksgiving, Christmas and New Year are opportunities for you to pitch to the press too.

And the sooner you get your ideas together and sent off, the more likely it is that your story will be picked up.

The same for social media, content and email marketing. Planning ahead means it gets done and you can create products and packages for the winter too.

Whether it’s health and safety advice or a fun pitch about a product, this podcast episode will give you loads of ideas from now until January. 

Key topics and timings in this episode:

0.51 - why it's important to get ahead with your planning so you can make more sales in your pet business!

1.50 - how far ahead you need to be to pitch to the press.

3.45 - Examples of two clients Sarah Jones and Niki French and how they plan ahead.

6.32 - When to start promoting your Christmas products.

7.25 - Adapting your current offers to fit in with New Year

9.50 - Key awareness days for October

18.01 - Key awareness days for November

24.33 - Key awareness days for December

Links mentioned in this episode:

List of pet awareness days: https://www.rufflesnuffle.co.uk/the-best-list-of-pet-national-days-holidays-calendar/

Black dog awareness blog post on why pets with dark fur stay in rescue

Muddy Dog Day on Distinctive Pets Website

Canine Companion Day on Dotty4Paws website

World Animal Enrichment Day on Ruffle Snuffle website

Twin With Your Dog Day on Leo, Charley and Me website

Carl Cunard on Instagram

Want to know what it takes to build a sustainable and profitable pet product business? 

Listen in to this episode with Debbie Humphreys from Redhound for Dogs who has 12 years experience in the pet industry.

Starting out designing outfits for her whippet to writing a book on Dogs In Jumpers to surviving and thriving in the pandemic and raising thousands for charity.

Debbie has tested out so many things when it comes to growing her business and shares so much wisdom in this episode.

It’s a must listen whether you’ve an established business or are at the beginning of your journey. 

Listen in on the player link or carry on reading the key points as a blog post.

Key topics and timings in this episode:

0.22 - Introduction to this week’s episode:.

1.57 - How Debbie got started in the pet industry.

8.14 - How Debbie ditched wedding dressed for making dog jumpers.

14.06 - Ditching all the different breeds and sizes to specialise in clothing for Whippets.

19.56 - How Debbie got through the Christmas of 2020 with the business.

25.26 - The upshot of having a bigger premises.

30.42 - How to use Facebook groups to get more engagement.

36.19 - Debbie’s advice for anyone looking to start a business. 

Links mentioned in this episode:

Listen to Debbie's interview about how to deal with copycats: https://www.publicityforpetbusinesses.co.uk/debbie-humphreys-copycats

Find out more about Debbie’s work: https://www.redhoundfordogs.com/

Follow her on Instagram: https://www.instagram.com/redhoundfordogs/

Join the Redhounders Facebook Community:  https://www.facebook.com/groups/2912568292301801

Learn more about copying and protecting your business on the Anti Copying in Design Website: https://www.acid.uk.com/

Debbie also recommends the Make it British community: https://makeitbritish.co.uk/

This podcast is following the sad news about Queen Elizabeth II passing away in September 2022.

The aim of the episode is to share some thoughts on how to navigate this sad news as a small business owner.

It's thoughts, not advice, and I'm sharing it as it can feel challenging knowing what to do (if anything) in these situations.

Here are the key points covered and timings:

0.58 - Why people have such fondness for the Queen.

1.21 - Protocols, the impact and the loss of a figurehead being played out on social media.

3.27 - Why I'm talking about this. (this podcast is from a live in my Publicity for Pet Businesses Facebook community where I offer support with visibility)

5.00 - Is now the right time to be selling?

5.22 - Acknowledging what's happened in a way that feels right for you.

6.47 - Read the room when it comes to deciding when to return to 'normal.'

7.07 - If you don't have anything nice to say, don't say anything.

7.29 - Consider whether to respond to posts that feel insensitive, is this a good use of your emotional energy.

7.50 - Remember people will remember how you made them feel.

8.12 - Remember your work is honouring the Queen's memory as a huge animal lover.

9.02 - Keep calm and carry on, and show the grit and resilience she did right until the end.

9.15 - Quotes from the Queen.

Links mentioned in this episode:

Join my free pubilicity for pet businesses community on Facebook here: https://www.facebook.com/groups/publicitytipsforpetbusinesses

Do you feel like you’re forever being told about what you’ll miss out on if you don’t ‘put yourself out there?’

You know that being seen more will bring more inquires, sales and customers, but it doesn’t stop it feeling daunting and overwhelming.

So how about you reframe it and look at who will miss out if you’re not visible? 

There will be people searching for what you do on Google, asking for recommendations from friends and family on social media, asking in person.

And if no-one knows who you are and what you do, what happens? 

They miss out as well as you. In this podcast episode I’m exploring this topic, and I hope it will inspire you when you’re feeling wobbly about being visible.

You can also join in a free training I'm doing from September 5th - 9th 2022, the Be Bold Challenge and you can register here.

Key topics and timings in this episode:

0.19 - The inspiration for this episode.

0.59 - About the Be Bold Challenge that's taking place 5th - 9th September.

2.38 - Reframing your fear around being visible and thinking about who misses out if you can't be found easily online.

3.24 - Why 'famous' dog trainers and big brands can intimidate us when it comes to showing up and why we have to overcome this.

4.55 - Why being visible isn't just for celebs and John Lewis.

6.22 - Ethics and why it's hard to see people who don't share your ethics and values standing out online.

8.17 - The struggle around putting yourself out there.

10.51 - Is Marketing really a dirty word - how to reframe it to be positive.

11.48 - Example - how your customers search online.

13.10 - Thinking about what your customers are searching for so they find you.

14.17 - How we 'check out' the brands we consider buying from or working with looking for reassurance that they're right for us.

16.10 - My experience with an aversive trainer.

21.24 - Five suggestions to ensure people who need your product or service can find you.

23.00 - Get in touch, rachel@publicityforpetbusinesses.co.uk for the free training or to work with me.

Links mentioned in this episode:

Join the free Be Bold challenge by signing up here: https://publicityforpetbusinesses.mykajabi.com/be-bold-bootcamp

Join my Facebook group:

Comparisonitis and how to overcome it with Kate Hoyle: https://publicityforpetbusinesses.co.uk/comparisonitis-pet-business-kate-hoyle/

How to create FOMO for your pet business with May King Tsang: https://publicityforpetbusinesses.co.uk/getting-started-with-fomo-creation-with-may-king-tsang/

Grab my free resources: https://publicityforpetbusinesses.co.uk/freebies/

And you can sign up for my weekly newsletter here.

https://publicityforpetbusinesses.mykajabi.com/Optin

Is it ok to press pause on your business for a month?

This summer you might have heard business owners talking about taking big chunks of time off, or taking August off, or even the entire summer.

When you work for yourself it can take over your life. You can’t turn off your work phone at 5pm on a Friday and walk away from your computer.

You worry whether your clients might be upset if you don’t respond on a weekend, and you live, sleep and breathe your business.

Being in the thick of it 24/7, 365 days a year can be exhausting though, and if you’re burnt out, it’s not helping you or your clients.

In this podcast episode I’m exploring the whole ‘pressing pause’ topic, why we can find it hard, and what can happen if we do.

Key topics and timings in this episode:

0.19 - Intro to the episode

1.20 - The conversation around taking time off this year after two and a half years of lockdown

2.44 - Why I’m pressing pause for a month this summer

5.44 - The science behind pressing pause and the benefits it can bring

11.13 - Choosing the right time to press pause

12.38 - Full transparency on my time off and what I'll be pressing pause on

13.39 - Where to find my free resources in August and 200 hours of support

14.00 - What I’m doing on my month off

Links mentioned in this episode:

Read the full article on Attention Restoration Theory here: https://positivepsychology.com/attention-restoration-theory/

Rebecca Daniel’s thesis here 

Are you thinking of buying my Pet Business Content Planner?

In this episode, I’m talking all about why I created it, who it’s for, and how it can help you.

This planner is designed specifically for pet business owners to make marketing easier, build confidence, and help you stay organised.

I’ll walk you through its features, like monthly content prompts, goal-setting tools, coaching exercises and practical resources that can help grow your visibility and connect with your audience.

If you’ve ever felt overwhelmed by putting your pet business out there or struggled to stay consistent with your content, this episode has inspiration and actionable ideas to support you.

I’ll also mention The Planner Club, where you can join in an online planning day, plus quarterly planning sessions and coworking mornings to help you make 2026 your most visible year yet.

Key topics and timings:

0.20 – What to expect from this episode.

0.42 - Things to buy instead of the planner if you're not going to use it!

1.15 – Why I created the Pet Business Content Planner and what’s inside: content prompts, goal setting and support tools.

1.45 - How the planner brings together all I have learned from working with clients since 2019.

2.30 - How the Planner Club can help you keep on top of planning.

3.10 - What the Planner is like and updates for 2025.

3.49 - What a typical month looks like.

4.19 - How the awareness day section works in planning and getting your business noticed.

5.08 - Goal setting each month, the paws and reflect section and quarterly planning sections.

6.30 - The Words for When section for example, words for when the Peer Fear strikes.

9.28 - Who the planner is for?

10.37 - Planner review from Sarah from Berkshire Dog Training.

11.31 - Who the planner is not for.

13.10 - The importance of finding your own voice as a pet professional.

14.20 - How the planner can help you.

17.39 – Overview of what’s new for 2026.

19.47 – Introducing The Planner Club and how it works.

23.47 – StreetVet fundraiser – how planner sales will support the charity.

Links mentioned in this episode:

The planner on its own for £40: https://rachelspencer.co.uk/product/pet-business-content-planner/

Or bundle it with The Planner Club and get a ticket to my online planning event and support all year round: https://rachelspencer.co.uk/product/pet-business-planner-bundle/

Connect with me on social media: @rachelspenceruk

StreetVet Charity: streetvet.org.uk

Charlotte Faith (UK templates): caninemarketingsupport.co.uk

Bella Vasta (US templates): jumpconsulting.net

How to create a social media calendar for your pet business

The importance of looking back to see how far you've come

10 ideas for using awareness days that aren't all social media

How to use awareness days to promote your pet business

Is my Pets Get Visible membership right for you?

How to get comfortable, confident and consistent with your pet business marketing 

Overcoming imposter syndrome in your pet business with Nicola Kinnard Comedie

Why every pet business should have a win folder

What kind of coaching style is right for your pet business?

Why community matters for you and your pet business

Would you love to have more reviews for your pet product or service?

You go above and beyond for your clients and wouldn’t it be lovely if they would shout about you from the rooftops?

People are busy going about their day, they’re not thinking about raving about you on the internet, so how do you make it happen?

Keep going and don’t feel disheartened because reviews have clout. 

A huge 49 per cent of people in a recent study said they trust a review as much as a recommendation from a friend or family member.

That’s powerful. And in the same study, 17 per cent of people said they had NEVER been prompted to give a review.

In this episode learn why reviews matter, easy ways to ask for them so you can attract more of the people you love to work with. 

Key topics and timings in this episode:

0.20 - Pet businesses, reviews and research on why they matter

2.42 - Why ask for reviews for your pet business?

9.21 - What if you’re a new business and you don’t have reviews?

9.36 - Ideas for getting reviews when you have just started your business (or need reviews!)

11.00 - How I got my first review by working for free

14.08 - What stops people asking for reviews?

19.29 - What compels people to leave a review?

21.10 - How to get more reviews

26.01 - How to keep in touch and show off your awesome reviews

Links mentioned in this episode:

Here’s the link to my group and it would be great to see you there: https://www.facebook.com/groups/publicitytipsforpetbusinesses

Read the full Brightlocal study results here: www.brightlocal.com/research/local-consumer-review-survey/

Do you find you get loads of engagement on your social media, and people love your stuff, but they’re not hitting the ‘buy’ button?

It can be frustrating, and with a lack in customer confidence thanks to the state of the economy and upheaval in Government, small businesses are feeling the pinch.

This week on the podcast I’m chatting to my friend and marketing expert Niki Hutchison on the topic of converting browsers to buyers.

She’s sharing so many tips and strategies you can follow to turn those lurkers into lovers - people who rave about your thing and PAY YOU MONEY!

And we all need some of that right now don’t we!

Niki is a dog mum herself to Cavachon Rosie so she has an understanding of what pet parents need herself and what compels them to buy.

0.19 - Intro and about Niki

1.59 - Niki’s background in marketing and helping business owners

3.25 - Why it’s vital to turn browsers into buyers

4.45 - Why it’s important to understand browsers and how they impact our businesses

5.33 - How to motivate browsers to get their hand in their pocket!

8.45 - Creating a moment where people admire and relate and buy

10.34 - Ways to show browsers we have what they need

14.37 - Using our content to reassure browsers that we can help them

17.48 - Why we want stories not sales pages to convince us to buy

22.26 - What to do if you have a ‘nice to have’ product rather than a ‘must have.’

25.14 - Using community to stand out and be memorable 

29.28 - What’s working in online communities right now

32.47 - Using real life meet ups to build community

36.42 - How your geographical community can help your business

38.49 - Final thoughts on browsers to buyers for people who are worn out with browsers!

41.26 - Where to find out more about Niki 

Head to her website: www.nikihutchison.com

Follow her on Instagram: www.instagram.com/nikihutchison

Connect on Facebook: www.facebook.com/nikihutchisonltd

Check Niki out on LinkedIn: www.linkedin.com/in/nikihutchison

Would you love to get more engagement on your social media posts from your potential clients rather than people in your industry?

If so, you’ll love this chat with dog trainer coach Erin Moore about how create content for pet parents rather than pet professionals.

It’s for you if you feel like your social media is an echo chamber.

Where you get more interest on posts from other pet professionals - who won’t ever need to buy your services.

When it’s actually pet owners who you want to attract.

Erin and I chat about how to navigate this, and why it’s key for you to market to potential clients rather than squabble with other pet pros. 

Key topics and timings in this episode:

1.40 - About Erin and what she does in the pet industry 

2.00 - Erin’s background and how she got to be where she is now

5.30 - Erin talks me through the steps she followed to get where she is now 

8.30 - Why Erin became a coach 

10.00 - Erin shares what dog trainers find most challenging when marketing their businesses 

13.30 - Erin shares why dog trainers shouldn’t slag other trainers off online 

18:00 - We talk about how blowing out someone else's candles doesn’t make yours burn any brighter 

22:00 - The impact of getting into spats with other dog trainers 

25.00 - Erin shares what dog trainers need to be posting to attract clients

27.55 - What’s the most helpful advice for dog trainers

37.00 - Erin’s advice to people who want to take the first step in marketing their pet business 

38.23 - Why it’s important to come out and admit you’re wrong if you’ve made a mistake 

43:40 - Where you can find more about Erin

Links mentioned in this episode:

Head to Erin's website: www.dogbizcoach.com

Check out her podcast: https://www.dogbizcoach.com/podcast

Find her on Facebook: www.facebook.com/erinmoorebel

Are you looking for inspiration for ideas for your pet business this summer?

The hot weather presents so many content and media opportunities.

From safety messages pet parents need to hear over and over again about not leaving their dogs in cars, to fun games and products pets can enjoy.

Having your content planned out means you can be consistent with marketing for your social media, newsletter, email marketing and press pitches.

Then you’re front of mind for your existing customers, plus if you’re pitching to the press, you’re attracting new ones too.

In this podcast episode you’ll find loads of profile raising ideas for the summer months, covering July, August and September.

Plus learn how we can work together on your ideas with a special workshop and consultancy call offer too.

Key topics and timings in this episode:

1.22 - the summer bundle and how we can work together.

3.43 - Why plan your summer content for your pet business?

7.22 - Why create content for your pet business around the seasons?

10.00 - Key July dates for 2022

14.26 - Key August dates

18.39 - Key September dates

23.14 - How we can work together this summer

Links mentioned in this episode:

Buy the workshop and 1-1 bundle for £179 here: https://publicityforpetbusinesses.mykajabi.com/offers/yrk3wWnk

Buy the workshop for £40 here: https://publicityforpetbusinesses.mykajabi.com/offers/XLt7qTda

Is getting in the press something a focus for you and your pet business?

Perhaps you’re thinking of hiring a PR company to do this for you?

Or considering learning how to do it yourself?

If you see the value in being seen in newspapers, news websites, magazines, TV and on the radio and you have a pet business, my Get Your Pet Business in the Press is a way for you to learn how to go about it.

In this podcast episode I'm sharing all you need to know if you're considering taking part.

The next cohort begins in July 2022, so if you'd like to find out more, e mail me, rachel@publicityforpetbusinesses.co.uk

Key topics and timings in this episode:

0.20 - Introduction to the episode.

2.20 - Who the programme is for.

4.20 - How getting in the press will make you feel.

5.00 - What kind of impact is it going to have on your business.

7.07 - What the options are if you want to get in the press.

9.10 - How being part of a group programme can benefit you and how it works.

10.50 - Is it the right time for you to be in the press.

12.17 - How the programme works.

15.16 - How much it costs.

16.20 - Why I do this programme rather than done for you PR.

22.25 - How being in the press can help you and why I believe it shouldn't just be for dog trainers on the telly and big brands.

23.02 - What to do if you'd like to come and join.

Links mentioned in this episode:

Read about the course on my website: https://www.publicityforpetbusinesses.co.uk/is-my-get-your-pet-business-in-the-press-programme-right-for-you

Click here to book a call: https://calendly.com/rachelspenceruk/discovery-calls

Sign up and pay in installments here: https://publicityforpetbusinesses.mykajabi.com/GITPJune2022

Suzanne Gould - from shy dog walker to trainer to the stars

Julie Maxted and how she secured 12 pieces of coverage for DogG8 in THREE MONTHS

PR superstar Karen Boyce on winning 30 pieces of press in a year

How Kim O'Donnell went from feeling invisible to selling her products worldwide

How Becky Baker turned her puppy mum struggles into the K9Nation app

In the spotlight with Katie Gwilt The Kat Lady

In the spotlight with Niki French from Puptalk

In the spotlight with Sarah Jones from My Anxious Dog

In the spotlight with Louise Humphreys from Paws4Running

In the spotlight with Karen Rhodes from Luxury Dog Hampers

What happens if your pet business goes VIRAL? Niki French from Puptalk knows all about it.

Earlier this year she launched her first #Dontwalkyourdogday and it reached millions of people all over the world..

Niki, a dog trainer from Twickenham in London, is author of the book Stop Walking Your Dog and created the awareness day to shine the spotlight on her book.

She pitched it to the press and her story was picked up by over a dozen outlets, leading to hundreds of thousands of posts and discussions on social media.

Niki has featured in the Times, Mail on Sunday, Daily Express, Mirror, Sun, Daily Star, LadBible and on the radio and TV in Australia! 

In this episode, Niki shares her advice on how to put your pet business out there, the impact of being in the press and how to cope with being in the limelight.

Key topics and timings in this episode:

2.22 - How Niki became a dog trainer aged 50!

5.07 - Fulfilling her lifelong dream of having a dog when she adopted Bodie from Battersea.

10.04 - Starting out her new career as a dog walker and how this helped her develop as a trainer.

11.24 - Coping with the pandemic just a year after she started her business and how Niki was able to take her training online.

13.51 - Starting a membership to support her clients in lockdown and how she adapted to online.

17.54 - What helped Niki to grow her business fast.

19.19 - Niki's book Stop Walking Your Dog and how she came to write it.

22.31 - What inspired Niki's book and encouraged her to go against the grain and the impact writing it had on her business.

29.16 - Going viral with her awareness day, Don't walk your dog day on March 27th.

34.21 - How that led to selling 700 copies in just one month.

36.08 - Support Niki has had from other pet professionals.

40.01 - How her exposure has helped her slay imposter syndrome.

43.01 - The impact of consistent press coverage on her business.

45.17 - Niki's PR tips for pet businesses who want to approach the press.

Links mentioned in this episode:

Check out Niki's work and her podcast on her website: www.puptalk.co.uk

Buy her book: https://go.puptalk.co.uk/stopwalkingyourdog/

Follow her on social media

Facebook: https://www.facebook.com/puptalk101

Instagram: https://www.instagram.com/puptalk101

Twitter: https://twitter.com/puptalk101

Tiktok: https://www.tiktok.com/@puptalk101

Can you get your pet business in the press for free?

Yes you absolutely can.

Would you love to see your pet business in your favourite magazine, your local newspaper, or to be invited to talk on the radio or even the telly?

So you can reach more of the pet parents who need what you offer, make an impact and more sales too?

Learn how to Get Your Pet Business in the Press in this free five day challenge that has seen hundreds of pet businesses land awesome media coverage.

Getting in the press isn’t just for big brands and TV dog trainers, you can do it too with simple steps to follow each day of the challenge.

You’ll walk away with a plan you can follow over and over again each time you want to contact a journalist about a story about your pet business.

Key topics and timings in this episode:

2.23 - Four reasons why getting in the press can help you.

5.55 - What are your options if you want to get in the press?

7.32 - Having accountability with pitching to the press and how the support in the group can help you.

8.48 - How the challenge works.

10.24 - Free resources you can use if you’ve missed the June challenge - my Press Release Template and Five Steps to Get In the Press ebook.

13.57 - What kind of results can you expect from joining.

16.35 - Why I help people get in the press for free.

Links mentioned in this episode:

Join the next Get Your Pet Business in the Press challenge: https://publicityforpetbusinesses.mykajabi.com/PublicityChallenge

Download my free Press Release Template and Five steps to get in the press guide: https://publicityforpetbusinesses.co.uk/freebies/

What would you do if someone copied your pet business? 

That’s what happened to Debbie Humphreys from Redhound for Dogs, not once but TWICE.

The first time was a department store who copied knitting kits she’d made for dog jumpers.

The second was someone who ripped off her entire product, buying her designs, and using the exact pattern.

In this episode Debbie shares what it’s like to find out you’ve been copied, and how to take action to protect yourself.

She talks about the emotional impact and what she’s doing to take on the copycats, campaigning to the Government to support businesses.

Key topics and timings in this episode:

1.24 - Introduction to Debbie and her pet business.

2.30 - Debbie's first experience of copying.

7.06 - How she took action and had the copying by a HUGE department store stopped.

12.02 - What happened when her designs for coats were spotted on Etsy.

13.09 - Taking action and getting abuse from the person who copied her.

17.04 - The legalities around copying.

21.55 - How the copying has affected Debbie emotionally.

26.10 - Why the copycats will never win.

27.39 - Her thoughts on why people copy and how it's been made acceptable.

34.06 - Debbie's advice for any pet businesses who want to protect their work.

42.24 - How Debbie is calling for the Government to do more.

43.32 - What's next for Debbie and where to find out more.

Links mentioned in this episode:

Find out more about Debbie’s work: https://www.redhoundfordogs.com/

Follow her on Instagram: https://www.instagram.com/redhoundfordogs/

Join the Redhounders Facebook Community:  https://www.facebook.com/groups/2912568292301801

Learn more about copying and protecting your business on the Anti Copying in Design Website: https://www.acid.uk.com/

Debbie also recommends the Make it British community: https://makeitbritish.co.uk/

Are you thinking of starting a pet blog or a blog for your pet business?

Having a blog gives you a creative outlet to share whatever you like, whether it’s showing off your pet or putting something you feel passionate in the spotlight.

It’s a platform you control, where you’re not at the mercy of ever changing social platform trends and algorthityms.

Particularly with the changes happening on social media right now where you might feel like you don't know if you're coming or going!

You can publish what you want, when you want and it’s your own little part of the internet where you can express yourself.

It might be that you want to start a pet blog, or a blog for your pet business, and in this this episode will show you how.

Key topics and timings in this episode:

0.40 - My background starting out as a blogger and featuring in the Vuelio Top 10 Pet blogs for five years running.

3.20 - Why I started a blog in 2017.

8.20 - How having a blog inspired me to write a book Publicity for Pet Businesses which led to a Facebook community, a course, a podcast, and a membership.

9.50 - What it’s like to lose your pet when you write a blog about them.

10.50 - Getting started, choosing a name, deciding what your blog will be about, choosing a domain name, hosting, building a website, creating your key pages on your website.

11.50 - Consider using a professional for all the above, particularly branding and logo.

12.20 - Choosing your social media account names and platforms and setting up your email platform.

14.10 - Deciding on topics for your blog.

16.26 - How often will you share content?

18.55 - Monetising your blog.

22.00 - Recommendations for people to help you if you’re starting a blog.

(See links)

22.32 - Having a blog for your pet service business, ideas for content and how to use your content to help your clients.

26.39 - Having a blog for your product business, ideas for content and how to use your content to help your clients.

32.04 - Seven awesome things about having a blog.

34.24 - Book recommendations for blogging. 

Links mentioned in this episode:

The Vuelio Top 10 UK Pet Blogs: https://www.vuelio.com/uk/social-media-index/pet-blogs-uk-top-10/

How Vuelio decides on their rankings: https://www.vuelio.com/uk/blog/how-does-vuelio-decide-its-top-10-blog-ranking/

Alison from House of Henry graphic design:

Rosie at Wuf Design (who does this website):

Roz and Sophy at Beech Web Services who look after my pet blog: https://www.beechwebservices.co.uk/

Promoting your business can feel like a full time job along with creating your product or delivering your service.

And imagine what it might be like if you had TWO businesses to think about?

This week’s podcast guest is Louise Humphrey from Paws4Running and Studio 44 Pilates and that’s exactly what she does.

Two sets of social media, newsletter subscribers, websites and communities, plus a podcast and lots more.

Louise takes it all in her stride and in this episode we chat about how she juggles this, and the impact of raising her profile on both of her businesses.

Key topics and timings in this episode:

0.20 - What it's like having to promote TWO businesses and what you'll learn in this episode.

1.40 - About Louise and what she does in the pet industry. 

2.45 - Louise tells me about her podcast.

3:00 - Louise explains how she ended up in the pet industry 

5:30 - Louise shares how her business works 

7:45 - Louise tells me how she gets the word out about her pet business 

12:00 - Louise shares about the case studies she’s had 

15.20 - Louise tells me how getting press coverage has impacted her business 

19.00 - Louise shares the other opportunities she’s had recently for her pet business 

21.00 - Louise tells me what’s helped with her confidence when approaching the press

25.15 - Louise gives me her tips for people who want to make a start with speaking to the press

Links mentioned in this episode:

Learn about Louise and Canicross: www.paws4running.co.uk

Find out about her Pilates business: www.studio44pilates.com

Tune in to her Canicross podcast: www.canicrossconversations.co.uk

This episode is a little different from the usual podcasts about putting your pet business out there and feeling ok with self-promotion.

I’m joined by the brilliant Lucy Culley, founder of Wooflinks and a member of my coaching community, for an honest and open chat about our personal journeys with alcohol.

This is not a podcast about giving advice - it’s simply a conversation about why we each chose to take breaks from drinking, what we’ve learned along the way, and how it’s impacted our lives and businesses.

If you’re concerned about your own drinking and feel you need support, please do speak to your doctor or a qualified healthcare professional.

If you’ve ever thought about taking a break or are simply curious about what it might look like, we hope this conversation will inspire and reassure you.

There’s no judgment here - just two women sharing their experiences in the hope it resonates and provides support if it's something you're considering.

Key topics and timings:

00:00 – Introduction to the conversation

03:03 – Lucie's journey with alcohol

06:12 – The decision to take a break

09:02 – Initial challenges and discoveries

12:06 – Understanding grey area drinking

14:55 – Rachel's experience and reflections

18:13 – The impact of alcohol on mental health

20:50 – Finding new hobbies and interests

24:12 – Concluding thoughts on alcohol and life

31:58 – The transformative power of sobriety

34:28 – Personal growth and professional focus

37:17 – Navigating social situations without alcohol

40:57 – Community and support in sobriety

44:09 – Reflections on alcohol and personal experiences

49:07 – Reflections on drinking

52:31 – Final thoughts on embracing change

• The Sober Diaries by Clare Pooley on Amazon
• The Unexpected Joy of Being Sober by Catherine Gray on Amazon
• This Naked Mind by Annie Grace on Amazon
• Beyond Booze by Sarah Rusbatch on Amazon

Apps:

• Reframe: A supportive app with tools and community features to help with mindful drinking or sobriety. Find out more here.
• Dry Days: A free app from Alcohol Change UK where you can track alcohol-free days and set personal goals. Download it here.

Podcasts:

• Love Sober with Kate Baily and Mandy Manners
• This Naked Mind Podcast by Annie Grace.

Find out more about Lucie and Wooflinks:

Facebook: https://www.facebook.com/wooflinksuk

Instagram: https://www.instagram.com/wooflinksuk/

In this episode I'm talking about a topic that comes up a lot.

Why I DON'T do done for you PR.

Deciding to set up a coaching business rather than offering done for you PR has meant it has taken me a LOT longer to be able to bring in enough income to have this as my sole revenue stream.

And it is still a work in progress.

In this episode I'm talking about why I made this decision, and how learning to do your own PR can empower you as a small business owner.

Plus, how you can work with me and learn to do your own PR too.

Key topics and timings in this episode:

0.20 - Introduction to the episode and the topic of why I chose to offer coaching instead of done for you PR.

0.56 - How my coaching business happened by accident.

2.55 - Making the decision to show people how to get PR themselves.

4.39 - My PR experience at Marco Richards in Manchester.

5.18 - Doing done for you PR as a freelance for small businesses and a pet sitting app.

5.46 - Writing my book and deciding to offer coaching.

6.41 - Reason Number 1 - I didn’t feel comfortable charging lots of money for something I couldn’t guarantee and how meeting a couple who spent their savings on PR shaped my decision to offer coaching.

8.08 - WHY PR companies charge so much.

9.22 - What happens if a news event kicks your story out of the paper.

10.26 - Reason Number 2 - I’m passionate about supporting small businesses who don’t have huge budgets.

12.49 - Reason Number 3 - I can be honest about whether people have a story.

15.06 - Reason Number 4 - Because I don’t have to get rejected over and over again.

17.16 - Reason Number 5 - Journalists would rather speak to the person directly.

18.59 - How PR is like training a puppy. Done for you is where the pup lives with the trainer and they pick up the poo and make them look lovely. Coaching is where you learn to do it yourself.

21.08 - The five reasons recap and conclusion.

21.46 - Why learning to do your own PR will give you skills for the rest of your life.

Links mentioned in this episode:

Get regular tips by signing up to my newsletter: https://publicityforpetbusinesses.mykajabi.com/Optin

Book a call to discuss coaching for your pet business: https://calendly.com/rachelspenceruk/discovery-calls

Come and join my Free Facebook group: https://www.facebook.com/groups/publicitytipsforpetbusinesses

Learn about Kim at Leo, Charley and Me: https://leocharleyandme.co.uk/

Learn about Louise at Paws4Running and Studio44 pilates: https://studio44pilates.com/

Is improving your Instagram on your to-do list? Then you will LOVE this episode with Helen Perry from the ‘Just Bloody Post It’ podcast.

Helen has grown a huge, engaged following on the platform and shows how small businesses can do the same on her own Instagram account, her podcast and online courses and workshops. 

In this chat, Helen shares loads of brilliant marketing advice that can be applied no matter what platform you’re on!

And as a former BBC Radio One journalist, she gives some bonus tips if you want to be on the radio too.

Key topics and timings in this episode:

2.41 - About Helen and her background 

5.03 - Helen explains how she ended up niching in Instagram 

7.04 - Helen shares how responding to comments helped her understand what her audience wants and how pet businesses can do the same 

10.12 - How what’s going on in the news can change what products / services you’re selling and your marketing approach

12.49 - Helen shares a simple overview of how Instagram works 

16.05 - Helen explains why community and relationships are the forefront of Instagram

18.15 - Why Instagram is about having conversations and understanding people 

22.07 - Helen shares why it’s important to tell people what you do and put yourself out there 

24.05 - Helen explains how you can start off creating content even if you’re shy

26.01 - Why Instagram works differently for all people and pet businesses

29.34 - Helen shares how to use hashtags and find people in your community 

31.52 - What tools you can use on Instagram to find out what’s working 

35.51 - Why Instagram is a place where pet businesses can thrive 

38.47 - Helen gives her tips for using Instagram

40.56 - What to do if your pet business gets on the radio 

45.30 - Where to find out more about Helen 

Links mentioned in this episode: 

Helen has a new course out now called Newsletter Launchpad and it’s on offer for £99 until 1st June. Use the code EARLYLAUNCHPAD to get £50 off.

Here’s the link: https://www.helen-perry.co.uk/newsletter-launchpad/ 

Instagram @_helen_perry_

The-just-bloody-post-it-podcast 

After speaking to Helen I wanted to share some of the pet business accounts I follow for you to go and check out: 

Karen Maher from Maher and Hound @maherandhounddogtraining

Kerry Whitney from Frankys Bowtique @FrankysBowtique 

Katie the Kat Lady @K_thekatlady

Michelle at Scruffy Little Terrier @scruffylittleterrier 

Liz Gregg from Black White Gold @Blackwhite.gold

Would you love to feel more bold when it comes to sharing what you do in your pet business?

This week I’ve been doing a Be Bold Bootcamp five day challenge working with people who want to do this.

Who know they have an awesome product or service that is really going to make a difference for pet parents.

Who want to share the value they bring to pets and pet parents and do it in a way that feels right for them.

Often we can feel nervous, and worry what people might think when we talking about what we do.

And when we’re so busy in our business, it can be difficult to step out and articulate what makes us special.

That’s what the challenge has been about, being able to be bold and be proud about talking about our work.

The next step is the Be Bold group programme, which is a coaching programme going through the steps to follow to be bold and be more visible.

If you feel like you’re stuck in a hole and you want to be seen and heard and get a framework to follow and support, this programme is for you.

In this podcast I'm sharing everything you need to know if you're thinking of taking part.

Key topics and timings in this episode:

0.50 - Where the whole Be Bold thing came from in the first place - thanks Anna Webb!

1.44 - The next step after the free training for anyone who wants to continue working on being bold and being supported.

2.45 - What the coaching programme is.

3.19 - Who the Be Bold programme is for.

6.19 - Who it is not for - anyone who is into negative marketing.

7.12 - What’s the transformation?

8.57 - My background and experience and how this can help you be bold.

10.05 - Why it took me so long to be bold.

12.52 - What’s included in the programme and the four modules.

1. The fear of being visible
2. Your pet business message
3. The best way to get your message to your ideal community
4. How to be bold and stay bold.

20.28 - The Be Bold interviews with Sarah Jones, Niki French, Kerry Whitney and Nadia Leguel which are part of the course to inspire you.

24.09 - How much is the investment (£197 early bird/£247 or a payment plan of £99 a month for two months/£125 for two months)

25.46 - Where to learn more www.publicityforpetbusinesses.co.uk/beboldbootcamp

Links mentioned in this episode:

Sign up to the programme https://publicityforpetbusinesses.mykajabi.com/beboldbootcamp

In just four years Stephanie Zikmann has gone from being a local dog groomer to an authority worldwide as The Holistic Dog Groomer.

She’s written a book that led to a series of children’s books, has a regular column in Edition Dog magazine, runs the Holistic Grooming Academy and has spoken at events all over the world.

Stephanie’s passion is the emotional and physical needs of her canine clients, bringing pet professionals from all backgrounds together to make their lives better.

She’s revolutionised grooming and through her academy she’s changed the lives of hundreds of groomers and how thousands of dogs are cared for.

By being bold and putting opinions out there that not everyone agrees with has meant Stephanie has seen the dark side of what happens when you’re in the public eye.

After sharing her thoughts on Pooch Perfect, she experienced death threats which caused huge distress.

Stephanie took time out, built herself up and bounced back much stronger. 

Now she incorporates the emotional toolkit she built for herself into her training to support her students. 

Key topics and timings in this episode:

1.28 - Who Stephanie is and what she does. 

2.15 - Stephanie talks about how she got into the pet industry. 

3.25 - What life is like living with four dogs including two Tibetan Mastiffs!

5.09 - Stephanie explains what holistic dog grooming is. 

7.22 - How Stephanie developed her holistic dog grooming education and business. 

10.45 - The holistic grooming approach.

14.11 - What steps Stephanie took to get her business out there.

18.48 - We talk about Stepahnie’s book, the Magic of Holistic Grooming.

20.21 - How her community has helped to boost Stephanie's business.

23.16 - The impact media opportunities have had on Stephanie’s business. 

25.31 - How Stephanie started the coaching programme that's now helped people all over the world.

29.35 - Stephanie's advice for overcoming challenges from other people who have different opinions.

31.26 - What happened when Stephanie shared an opinion about Pooch Perfect and was attacked online. 

35.14 - How Stephanie picked herself up.

37.45 - She shares how self employed people can overcome the highs and lows and build resilience.

44.53 - What’s next for Stephanie?

46.33 - Where to find out more about Stephanie and the Holistic Grooming Academy.

Links mentioned in this episode:

Find out more about Stephanie at https://www.stephaniezikmann.com/

Learn about Holistic Grooming at https://courses.holisticgroomingacademy.com/

Read Stephanie’s article in Entrepreneur: https://www.entrepreneur.com/article/380502

Check out her profile on the Edition Dog website: https://editiondog.com/pages/stephanie-zikmann

Would you love to be more bold when it comes to promoting your pet business?

Perhaps you’ve felt frustrated because people less experienced or qualified than you, or who use outdated and questionable methods are everywhere?

Or if you’ve a product, you might feel invisible while competitors are sharing endless posts about how they’re ‘smashing it.’

If you can relate, I imagine it’s not that these people or products are in any way superior.

More likely the people behind them are more bold, and it’s the voices that shout the loudest who get heard.

In this podcast episode I’m talking about five things that can stand in the way of your being bold in your pet business.

Key topics and timings in this episode:

0.20 - Why I’m being bold by talking about being bold.

1.15 - Working with pet businesses on telling their stories in my first online course in 2019, Create Content With Confidence.

2.20 - The Be Bold Bootcamp and how you can get support on putting yourself out there, what to expect and how to get involved.

3.15 - The dreaded words ‘Put yourself out there.’

05.58 - Why being bold isn’t just for the BS-ers.

Five things that can stand in the way of your being bold.

6.34 - 1. Feeling like you’re not able to put yourself out there.

10.35 - 2. Feeling unsure where to start.

13.20 - 3. What will people think?

19.21 - 4. What if people criticise me?

24.07 - 5. Thinking we need to be polished and perfect.

29.29 - Why even taking a leap of faith and setting up on your own is far more bold than you give yourself credit for.

Links mentioned in this episode:

If something big you’ve been wanting to do and you’d like some support, a bit of a nudge to do it and some accountability?

If so, the Be Bold Bootcamp is for you and it's starting April 25th.

Register for the Be Bold Bootcamp here

Read Why every pet business should have a win folder

Read How to deal with criticism from people in your industry.

If you enjoyed this post, you might like to read Osmaan Sharif on how to get out your way and put your pet business out there or How to overcome comparisonitis with Kate Hoyle

Are you looking to make more of an impact with your pet business?

Would you love to elevate yourself as THE expert in your field or shine the spotlight on your pet products?

Then you’re going to love my podcast with pet business marketing coach Dom Hodgson.

We talk about how to make an impact with your pet business and Dom shares some really simple steps to follow to make this happen.

Discover the different ways to get your service or products to stand out and what will make a difference when it comes to moving your pet business forward.

Key topics and timings in this episode:

2.02 - About Dom and what he does with pet business marketing  

3.54 - Dom explains how he ended up in the pet industry

7.44 - How learning to do stuff for your own pet business is vital 

13.20 - Dom explains what to do if you have a fear of selling

17.24 - Dom shares about his upcoming Impact pet business event

19.56 - Dom tells me what activities can make an impact for pet businesses

30.15 - Dom explains how pet businesses can keep the momentum 

36.48 - How you won’t push away people by regularly keeping in contact over email 

39.00 - The importance of keeping your own contacts and mailing lists 

40.31 - Dom tells me what’s going on at Impact and what people can expect

47.01 - How to find Dom and more about the Impact event 

Links mentioned in this episode:

Impact is taking place in Sunderland Friday 6th - Sunday 8th May.

Grab your ticket at www.petbusinessmarketing.com/impact

Looking for ways to get publicity for your pet business as we go into Spring?

Spring is in the air which means lighter mornings and evenings, no need to wrap up and some much needed sunshine.

And we can spend more time outdoors enjoying life with our pets. 

After a dreary winter, it’s time to lift our spirits, and think of ways to connect with our customers and potential clients through our content.

Whether it’s for your website, social media or a press campaign, there’s plenty of hooks and angles you can use.

In this podcast episode are ideas to keep your product or service front of mind. 

Key topics and timings in this episode:

0.19 - Tips on how to plan your spring content

0.38 - World events and why we need to carry on marketing our pet businesses.

3.41 - How Kerry Whitney from Frankys Boutique, Hayley Bonwick from Handmade by Hayley and Sarah Mills from Albie’s Boutique are raising money for pets in Ukraine.

5.43 - The Underdog International appeal and how to donate.  

6.16 - What spring means for your pet business content.

7.15 - Putting value Into your content.

8.54 - Content ideas based around the seasons.

11.25 - Planning around the Bank Holidays and the Queen’s Platinum Jubilee in June.

12.10 - Easter publicity ideas.

14.43 - Key awareness days for April, May and June.

27.51 - Why you should be bold and pitch to the press! 

28.10 - My press release and awareness day bundles.

Work with me

If you’d like further support, perhaps you’re thinking of creating a campaign or would like to put together a press release, do get in touch.

I’ve two new packages - a Press Release Bundle and an Awareness Day Bundle. 

With the Press Release Bundle, I help you write a press release, we find places to send it to, we find ways to repurpose it so you get maximum value.

With the Awareness Day Bundle, I’ll show you how to put together an awareness day campaign, so we create a press release, and plan your social media, e mail marketing, website content and everything you need for your day.

I've helped dozens of businesses create their Awareness Days and content to go with them, plus written hundreds of stories as a journalist about Awareness Days.

Both packages are £497 and you can book yours here.

Links mentioned in this episode:

At the start of the episode I talked about three ladies who are supporting charities helping people and their pets in Ukraine following the Russian invasion in February 2022.

They are Kerry, Hayley and Sarah and you can find out more on their websites.

Visit Kerry Whitney’s Franky’s Bowtique here: https://www.frankysbowtique.com/

Visit Hayley Bonwick’s Handmade By Hayley here:  https://www.handmadebyhayleyb.co.uk/

Visit Sarah Mills' Albie’s Boutique on Facebook here: https://www.facebook.com/albiesboutique/

Donate to the Underdog International appeal here: https://www.justgiving.com/fundraising/rachelspencerpfpb

Have you seen news stories about awareness days and wondered how they come about?

There are hundreds of awareness days taking place every week and you CAN use them as a way to get press coverage.

As long as the awareness day relates to you and what you do, and you're able to create something relevant, you can use them to generate story ideas.

In this podcast learn how to use key dates to pitch to the press and everything you need to make your campaign take off.

It DOESN'T have to be your own awareness day.

You can be your own PR and plan your own campaign and get tonnes of press. Learn how in this episode.

Key topics and timings in this episode:

0.19 - How to keep in touch in the free Facebook group.

1.32 - Introduction to the episode and what awareness days are.

3.33 - Examples of the variety of awareness days.

5.23 - Having your own awareness day and examples Dogs In Yellow day on March 20th and National Terrier Day on March 27th.

6.11 - How Sarah secured 11 pieces of press in three days around her awareness day.

7.17 - Why you don’t have to have your own day.

9.20 - What makes a good awareness day campaign.

11.47 - Things to consider around creating an awareness day campaign.

13.22 - How to find dates to use.

14.20 - Examples of how existing awareness days can be used. 

16.56 - Why it’s essential to plan ahead.

20.56 - How to maximise the impact of your day and carry on the conversation.

24.26 - Going the extra mile to make an impact.

25.02 - Repurposing your awareness day content to make it work hard for you.

26.07 - What to do to get journalists attention on the actual day.

27.09 - Measuring the success of your day.

30.30 - How to get support for your awareness day. (E. Mail me Rachel@publicityforpetbusinesses.co.uk)

Links mentioned in this episode:

Click to read: How Kerry Jordan's National Dog Photography Day went viral

Learn more about Michelle Burgess from Scruffy Little Terrier's National Terrier Day

Learn more about Sarah Jones' Dogs In Yellow Day

Check out planners online like https://www.awarenessdays.com/ and on www.animalscharities.co.uk/

This list from Sarah Jane White from Ruffle Snuffle is great and I also use Janet Murray’s Courageous Content planner.

Find out more about Caroline the Slim Pet Vet here: https://www.facebook.com/DrCaroline.Vet

Hire a copywriter if you’re feeling overwhelmed like Rikki Sullivan at The Canine Copywriter.

Alison Price can help with graphic design at https://www.houseofhenry.uk/

And Rosie Robinson with websites at https://www.wufdesign.co.uk/

If you enjoyed this episode, you might like In the spotlight with Sarah Jones from My Anxious Dog or Kerry Jordan on how to create your own awareness day. 

Do you have an anxious dog and get frustrated when other dogs approach them, jump on them and stress them out?

When owners say, 'It's ok, they're friendly,' or, 'They just want to play,' or 'They need telling off.'

If so, Sarah Jones' story is one you will want to hear. When her Cocker Spaniel Bella became anxious and reactive, Sarah went on a mission not just to help her own dog but thousands of others and their owners.

She set up My Anxious Dog, creating products ranging from stickers to go on wheeliebins to hoodies, harnesses and leads.

Emblazoned with the words Anxious and Keep Away, Sarah's products spell it out loud and clear that anxious dogs need space.

This weekend, Sunday March 20th 2022, she's launching the first National Dogs In Yellow day to spread the message far and wide.

Her mission is for people to have consideration for others and take the stress away for anxious dogs and their pet parents.

In this episode, you can learn all about Sarah and her work with My Anxious Dog.

Key topics and timings in this episode:

2.00 - Introduction to Sarah and how she found herself running a pet business.

2.40 - How did Sarah come to settle on My Anxious Dog. 

4.05 - How Sarah discovered Bella was anxious. 

7.25 - Where Sarah heard about dogs wearing yellow and discovered it was a way to tell people Bella was anxious.

9.10 - How her business first started with her putting stickers on bins.

11.05 - She shares how her business grew from this to creating products and much more. 

15.22 - What’s been the ripple effect for other anxious dogs and their owners.  

20.51 - Why Sarah created her yellow army and community of other anxious dog owners. 

26.15 - What has worked for Sarah best when it comes to reaching people far and wide?

27.05 - How working on raising her profile in the press has helped Sarah with her mission on getting dogs in yellow out there. 

34:00 - Sarah shares the press coverage that she’s had for My Anxious Dog.

41.03 - Sarah’s advice to newcomers in the pet industry. 

37.55 - She shares the comparisons from her previous role in electronics to working in the pet industry.

43.50 - Sarah’s National Dogs In Yellow Day and her goals for March 20th.

46.15 - Where to find out more about Sarah and My Anxious Dog.

Links mentioned in this episode:

Visit Sarah's website: www.myanxiousdog.co.uk

Follow My Anxious Dog on Facebook: https://www.facebook.com/myanxiousdog

Join the Yellow Army Facebook Group: https://www.facebook.com/groups/215979409295118

Looking to raise the profile of your pet business by entering Theo Paphitis’ Small Business Sunday?

It’s a community award where you get the paws up from the multi-millionaire entrepreneur and star of BBC’s Dragon’s Den.

It is amazing for your pet business profile, a brilliant and super easy way to get press coverage, and you become part of Theo’s supportive community too.

Last month, February 2022, was the Small Business Sunday Winner’s Event in Birmingham where Theo celebrated the people who toil away.

And on February 14th 2022, after 12 attempts, I was picked as a SBS winner! So this podcast is all about the impact it has.

As well as hints and tips, you’ll hear from SBS superstar Kim O’Donnell about how it’s helped her pet accessory business, Leo, Charley and Me.

Key topics and timings in this episode:

1.21 - Introduction to what SBS is and how can it help your pet business. 

21.54 - How Twitter helped Kim win SBS and the first results she started to see 

25.06 - The press coverage that Kim received from SBS

27.34 - How Kim won a place at Theo’s Autumn fair

33.36 - What the show did for Kim’s business - how she made a quarter of her annual profit in just two days 

36.01 - How Kim got over her imposter syndrome at the wholesale fair 

37.15 - What it was like for Kim to meet Theo

42.15 - Advice from Kim on taking part in SBS

Links mentioned in this episode:

Find out more about taking part, https://www.theopaphitissbs.com/

Learn more about Kim on her website, https://leocharleyandme.co.uk/

This week on the Your Pet Business, Your Way podcast, I'm looking at 12 things that will help you create a pet business that's right for you.

As it's Christmas, they all begin with the letter C and whether you're a product maker or service provider, these 12 Cs are designed to help you feel more calm, confident, and in control while navigating the many hats you wear as a business owner.

This episode looks at how to structure your business, communicate effectively, and stay consistent while aligning with your values.

It also includes insights about using the Pet Business Content Planner and Companion and the Pets Get Visible membership as tools to implement these ideas.

Listen in for practical steps, relatable stories, and a sprinkle of festive cheer, this episode is your guide to a calmer, clearer, and more connected pet business for 2025.

Key topics and timings in this episode:

0.20 - Introduction to the episode.

3.26 - Calm: Prioritising what matters most to avoid overwhelm and burnout.

5.52 - Comfortable: Creating workflows and marketing approaches that suit your style and preferences.

7.24 - Confidence: Tracking wins, overcoming self-doubt, and building belief in your value.

9.09 - Control: Setting boundaries and using systems to stay organised and focused.

11.22 - Consistency: Establishing a steady rhythm for marketing to stay visible and build trust.

13.41 - Content: Crafting meaningful, engaging, and authentic content that resonates with your audience.

16.08 - Clarity: Refining your messaging to attract the right audience and communicate effectively.

18.33 - Communication: Staying proactive and transparent in how you connect with your audience.

20.57 - Collaboration: Partnering with other businesses to expand your reach and discover new opportunities.

23.18 - Community: Building a supportive network of peers and customers to foster loyalty and growth.

25.35 - Case studies: Sharing client success stories to demonstrate the value of your services or products.

27.54 - ChatGPT: Using AI tools to streamline tasks and save time without losing your creative voice.

You can get a copy for just £30 plus postage here: https://rachelspencer.co.uk/product/pet-business-content-planner/

Combine it with the Pets Get Visible Membership for coaching, resources, and support to put these ideas into action and grow your business.

This costs £30 a month and you can get the membership and planner together here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/

How to navigate stop start periods in your pet business

The power of community for your pet business

Is my Pets Get Visible membership right for you?

How to create a social media calendar for your pet business

How to write a press release for your pet business

How to use Chat GPT in your pet business marketing

Using your creativity and AI tools to streamline your marketing

Have you ever thought about approaching large retailers like John Lewis or Pets at Home to work with you?

In this podcast episode I'm speaking to Chris Costello from Product Guru about how you can do this through their pet huddles.

The Pet Huddle takes place in Birmingham on March 31st and there are a few spaces remaining.

It's a recording from an interview in my Facebook group, and you can watch the live here.

Key topics and timings in this episode:

0.19 - What Product Guru is and what to expect from this episode.

1.59 - Chris explains who he is and what Product Guru is.

3.13 - The various ways you can use Product Guru from a free listing to pitching live at their events.

4.26 - What to expect from the Pet Huddle event on March 31st.

6.54. - The three different ways products can pitch to retailers at the event.

8.42 - How the round table process works.

10.17 - How the virtual pitch works.

11.29 - How the sampling box works.

12.36 - The range of brands taking part.

14.43 - How the huddles have worked for other types of brands including how one small business landed a spot in Harrods and Selfridges.

19.24 - Pricing for the three options.

21.48 - Question and Answer session.

Links mentioned in this episode:

Learn more about the Pet Huddles here: https://www.productguru.co.uk/huddles-events/pet

Have you ever suffered from comparisonitis?

You might have found yourself looking at other pet businesses or in a similar space and thinking ‘oh my gosh they do so much more than me?’

Fretting as you see them chat about their waiting list, client base, even their media wins, and spiral yourself into self-doubt?

Whilst it’s healthy to be inspired by others, comparisonitis can have a huge impact on self-esteem.

That’s why this week I’m talking to therapist Kate Hoyle.

She deals with lots of people who struggle with comparing themselves, we talk about what it is, how to spot it and simple steps you can follow to nip it in the bud and feel good about yourself!

Key topics and timings in this episode:

1.56 - About Kate and how she used hypnotherapy to support clients.

5.05 - Kate explains what comparisonitis is. 

8.45 - How we become affected by comparisonitis through social media. 

12.26 - Why it's hard it is not to compare yourself to others when you're feeling low.

16.20 - Kate shares how comparisonitis can be used in a positive way.

17.24 - Why studying can sometimes be a form of procrastination. 

21.34 - What lessons we can learn from our dogs.

24.06 - Kate explains how when we compare ourselves, we lose track of our own uniqueness.

28.30 - The importance of not letting opinions get you down and doing your own thing with your business. 

32.10 - Kate shares practical steps to stop comparing your business and yourself to others.

38.25 - How to find Kate online and social media. 

Links mentioned in this episode:

Find out more about Kate on her website: www.katehoylehypnotherapy.com

Are you looking to invest in training in your pet business but feel unsure about what's right for you?

There is so much information out there when it comes to ways to grow your business.

From learning practical skills and theory to help you deliver your service or create your product.

To thousands of marketing and social media experts, plus tech, coaching and much more.

And where do you start? The free content, paid for programmes or one to one, or a mix of all three?

In this podcast episode I'm chatting about the difference between the options, plus my own experiences and what has helped to start and grow my business.

Plus case studies and recommendations too.

Key topics and timings in this episode:

1.11 - What to do if you think you would like to work together one to one.

2.12 - How the internet means we can learn pretty much anything for FREE!

2.31 - How I first started learning online and why I decided to pay for a programme.

3.57 - Examples of free content and membership models in the fitness industry.

6.05 - Why I invested in my own business and what the impact of that was.

11.50 - How free content works.

15.51 - How paid for courses and group programmes work.

17.45 - How free content can lead people into your paid programmes.

21.25 - How one to one coaching and mentoring works.

23.16 - Information on my one to one packages.

25.15 - Feedback from current clients on the difference between one to one and free content.

26.45 - Advice on using free content to get a feel of the person you’re thinking of investing with.

29.14 - What to do if you’d like to chat, e mail Rachel@rachelspencerwrites.com or find me on social media. 

Links mentioned in this episode:

Book in a free 15 minute call here.

Find out more about Janet Murray on her website here

Find out more about Helen Perry here

Katie Gwilt is founder of The Kat Lady and in this episode she shares how she set up her business as a holistic cat groomer and behaviourist.

Katie always loved cats, and found herself running her dream business of working with her feline friends after a terrifying experience with her health.

After taking time to recover, she set her heart on supporting cats and their humans, helping cats in need and discovering ways to make their lives happy and healthy.

Katie is such an inspiring lady and is doing incredible things in the cat caring space and it is so exciting to be able to share them with you in this In The Spotlight episode.

Learn how she overcame her health problems and several rounds of surgery to pursue her dream of working with cats and how she's set to help others do the same.

Key topics and timings in this episode:

2.02 - Katie’s background and role in the pet industry.

3.21 - How Katie found her way to becoming the Kat Lady via a terrifying collapsed and years of health problems and surgery.

10.15 - How Katie’s business grew from cat sitter to holistic therapist and much much more.

16.35 - Getting the word out about The Kat Lady.

20.21 - Blogging and how it’s helped Katie grow her business - especially on LinkedIn.

23.52 - How Katie overcomes imposter syndrome.

25.53 - Featuring in Your Cat and landing an amazing opportunity with the iPet network.

28.17 - What the Grooming Academy will mean for Katie’s business.

32.02 - Katie’s passion for education when it comes to cat care.

34.09 - Where to find out more about Katie.

Links mentioned in this episode:

Visit Katie's Website: https://thekatlady.co.uk/

Read Barry's story on Katie's website here.

Follow Katie on LinkedIn

Follow Katie on Facebook

Follow Katie on Instagram

Crufts is back for 2022 after a two year break and if you’re involved, this is a chance to get some press coverage.

If you’re there showing a dog, taking part in Scruffts, joining in the dog sports or showcasing your product you can pitch to the press about it.

In this podcast episode I’m sharing how to get press coverage from Crufts.

And if you’d like to get a little more support or ask any questions around using Crufts as a media opportunity, I have a free workshop you can attend too.

It’s taking place on February 17th at 4pm on Zoom and you can register here.

Key topics and timings in this episode:

0.18 - Intro and why Crufts is a brilliant media opportunity.

1.28 - Details of the free Crufts workshop taking place on February 17th at 4pm.

2.17 - This year’s Crufts and how it’s back with a bang after a two year break, with 150,000 people and 27,000 dogs expected.

3.39 - How to use Crufts to get local press coverage.

3.56 - Case studies Claire Lawrence and Karen Boyce.

6.11 - How to get press in Trade titles and the kind of stories they might use, anniversaries and new product launches.

9.42 - Winning national press from Crufts and the kind of stories journalists are looking for.

12.41 - Human interest story case study of Kratu the rescue dog.

16.09 - How to use press to amplify the reach you have from being at Crufts.

17.33 - How to download my free resources - five steps to get in the press and press release template.

18.42 - Get in touch if you’re there and I can come and say hi!

Links mentioned in this episode:

The Crufts workshop is on February 17th at 4pm on Zoom and you can register here.

Read Karen's Crufts win story here. 

Read Claire's Crufts win story here.

Read about Nature’s Menu in Pet Gazette here: https://www.petgazette.biz/23537-natures-menu-unveils-poo-bag-sculpture/

Dragon's Den fans - this episode is for YOU!

Have you ever watched the show and wondered what it would be like to go before the Dragons on the BBC 1 series?

Well this week's podcast guest did - and got investment.

Debbie Greaves from Barking Bags wowed Sara Davies and secured a £35,000 investment in her dog walking bags.

She held her own in the Den, even when newbie Steven Bartlett scoffed at her bags for being 'unfashionable' and 'not for millennials.'

Debbie hit back, and even suggested the social media guru met up with her daughter after the show.

In this episode Debbie lifts the lid on what it's really like in the Den and her advice for any petpreneur considering it.

Key topics and timings in this episode:

2.10 - Debbie shares what led her to start her walking bag business.

3.05 - Debbie explains how the first version of her bag came from a trip to Oxfam and a shocked woman in her local park inspired her to create a 'proper bag.'

5.38 - How Debbie partnered with Nottingham Uni students in creating the bags.

8.25 - Growing the business from a hobby to selling out at Discover Dogs.

8.55 - How she got the word out when she first started out. 

12.40 - Examples of the feedback Debbie gets from her superfans.

15.57 - Why millennials LOVE Barking Bags, even if Steven Bartlett doesn't.

17.55 - How she ended up on the TV and the process to getting there.

27.27 - What it's like to get out of the lift on Dragon’s Den and go before the Dragons.

32.15 - Why Debbie wasn't nervous in front of the panel.

35.43 - Debbie shares how she felt initially, her reaction to finding out she was going to be on TV and the rollercoaster of being in the process.

38.55 - What happens after the Dragon’s invest in your business.

41.30 - Why Debbie thought Deborah Meadon would invest and how she felt when Sara said yes.

46.18 - How  pet businesses can work with Debbie and Barking Bags.

52.30 - Debbie’s advice to anyone wanting to go on Dragon’s Den.

55.00 - Where to find out more about Debbie and Barking Bags.

Links mentioned in this episode:

Debbie's website: www.BarkingBags.co.uk

Debbie on the Metro website: https://metro.co.uk/2022/01/27/dragons-den-hopeful-tries-to-set-steven-bartlett-up-with-daughter-16003288/

Did you know that it's possible to use Twitter to get amazing press coverage in huge titles? 

Like the Metro, the Telegraph, the Daily Mail, Your Dog magazine, Psychologies, huge websites like Yahoo and Buzzfeed and Unilad. 

And the everyday journalists are on there looking to hear from people like YOU who run small businesses.

People who might want to talk about their experiences, or share expert insights, or talk about that product or service. 

If you're not using Twitter, and I don't want this to sound like I'm telling you what to do or what you must be doing… 

But you are missing a trick if you want to get press coverage. 

In this podcast episode where I'm talking all about Twitter. 

You'll learn why it's important to be on there, how to connect with journalists, how to give them what they want, how to build relationships, so you can become their go to person.

Plus loads of little Twitter tricks that you can use to land brilliant press coverage in 10 minutes a day. 

Key topics and timings in this episode:

0.19 - Come and join my free Facebook group here if you have any questions about Twitter.

1.32 - Intro to the podcast and why I'm talking about Twitter.

2.46 - Why if you're looking for press coverage you should consider going on Twitter. 

3.44 - Statistics on the active users on Twitter Facebook, YouTube, Whatsapp and Instagram.

4.55 - Using Twitter to find out what's going on in the news and how 48% of Twitter users say that's why they use the platform.

6.12 - Why pet businesses should be on Twitter and examples of case studies I've found and written stories about the pet industry from Twitter.

8.42 - Why Twitter is the platform to connect with journalists because that's where they're working all the time.

11.38 - How to go about building relationships with journalists on Twitter.

12.53 - Case study Kerry Jordan and how she landed coverage in the times after building relationships with journalists on Twitter.

16.10 - How to use it in a really effective way in just 10 minutes a day by using the #journorequest.

18.29 - Case studies of pet businesses who have used Twitter and landed brilliant press coverage.

22.55 - Final Thoughts on Twitter and how if you behave like a nice person on there, you will reap the rewards.

Links mentioned in this episode:

Join the Publicity for Pet Businesses Facebook Group.

How to use Facebook groups to get press coverage with Jill Foster

Using a PR company versus learning how to do your own publicity. 

Karen Rhodes from Luxury Dog Hampers has featured in The Times, Dogs Monthly and Metro.

Kim O'Donnell from Leo, Charley and Me pet accessories has secured coverage in Boots magazine and Good Housekeeping.

Michelle Burgess from Scruffy Little Terrier has trended on Twitter for her National Terrier Day awareness day and had features in the Mail On Sunday, Business Insider and Woman magazine.

Jo Milnes from Distinctive Pets trended on Twitter for her Muddy Dog Day and won Theo Paphitis' SBS, a Twitter award which led to lots of coverage.

Ali Smith from Rebarkable used Twitter and was featured in Unilad, Eating Well and Spruce Pets.

Louise Humphrey, a pilates and canicross instructor at Studio44 Pilates and Paws4Running says she built her community on there and found her podcast co-host on Twitter.

Have you ever had a lightbulb moment and followed it through?

This week on the podcast I'm speaking to Karen Rhodes from Luxury Dog Hampers and Suffolk Pet Services.

Karen was watching a TV show about Fortnum and Mason three years ago and had a thought, 'I wonder if I could make this for dogs?'

Rather than forgetting about it, she made it happen, and now runs the HUGELY successful Luxury Dog Hampers.

She's been featured in GQ, the Times, Dogs Monthly, Your Dog, worked with influencers and sold so many hampers in lockdown she ran out of actual hampers.

In this In the Spotlight episode she shares so much helpful information for any product business owner on building a brand from scratch and getting press coverage.

Key topics and timings in this episode:

0.18 - Introduction to the episode

2.37 - Karen’s background, starting as a dog walker when she stopped working as a foster parent.

4.37 - Taking a leap of faith to set up Luxury Dog Hampers after watching a show about Fortnum and Mason.

5.48 - How Karen got started with her pet business and how her senior dog Bailey helped her get the word out there.

9.32 - How Karen started out with approaching the press.

11.28 - Where Karen has been featured.

13.16 - The impact of getting in the press on her business.

15.26 - Keeping things simple in your marketing.

17.14 - Karen shares some of the angles she’s used for coverage.

20.55 - How Karen coped as a new business during the lockdown losing her dog Bailey but also seeing her business thrive.

25.05 - Refining and polishing her brand.

29.29 - Karen’s advice for new businesses.

32.43 - Why getting media coverage is worth the time and effort and the impact it’s had on Karen.

36.24 - Where to find out more about Luxury Dog Hampers.

Links mentioned in this episode:

Visit Karen's website: https://luxurydoghampers.co.uk/

Read about her in GQ: https://www.gq-magazine.co.uk/lifestyle/gallery/best-gifts-for-dog-lovers

Follow her on Instagram: https://www.instagram.com/luxurydoghampers/

And on Facebook: https://www.facebook.com/luxurydoghamper

Would you love to raise the profile of your pet business by being featured in the media?

If so, taking part in the 12 week Get Your Pet Business in the Press programme will give you everything you need to find stories in your pet business and share them with journalists.

In this podcast I'm sharing what to expect from taking part in the programme, how it works, plus interviews with three ladies who have completed the course.

Dog trainer Jo Sellers, Karen Rhodes from Luxury Dog Hampers and Jo Milnes from Distincive Pets share the impact it's had on their businesses.

Key topics and timings in this episode:

0.19 - Introduction to the episode and it being specifically about my programme.

1.36 - What the Get Your Pet Business in the Press programme is.

1.53 - My background in journalism.

4.03 - The different elements of the programme.

6.06 - How the live calls work.

7.55 - Jo Sellers interview.

17.20 - Details of the dates, times and sessions taking place over the 12 week programme.

23.19 - The membership community calls and how you will be supported by a group of pet businesses who have been through the course and are willing you to succeed,

24.43 - The members only podcast.

27.04 - Jo Milnes interview.

34.53 - Karen Rhodes interview.

Links mentioned in this episode:

Find out more about the programme and save your place: https://publicityforpetbusinesses.mykajabi.com/GetInThePress

Karen Rhodes website: https://luxurydoghampers.co.uk/

Jo Sellers website: https://www.pippinpetsdogtraining.co.uk/

Jo Milnes website: https://distinctivepets.co.uk/

Is getting on the radio one of your PR goals for your pet business?

Being interviewed live is fantastic for giving people an insight into you as a pet professional but can be daunting too.

Anna Webb is a seasoned BBC Radio presenter and a regular guest on shows like Jeremy Vine, Trisha and Alan Titchmarsh.

She’s a dog trainer, canine nutritionist and co-hosts Barking At The Moon on BBC Radio London, and her own show, A Dog’s Life podcast.

Anna explains how pet business owners can give fantastic radio interviews with tips on everything from getting rid of nerves to what kit you need.

Plus what it’s like to go head to head with the Pope’s biographer in a debate over whether it’s selfish to have dogs and not children.

Key topics and timings in this episode:

0.19 - Intro to the episode and what to expect

2.03 - Anna’s background and different skills.

3.46 - What to expect from Anna’s podcast.

7.26 - The kind of stories that appeal to Anna for her radio show.

13.05 - Who to contact when you’re pitching to radio shows.

15.38 - How to prepare for an interview.

20.31 - How to gather your thoughts to get your point across when your mind is spinning!

25.52 - What to do if a conversation goes in a direction you’re not happy with.

27.50 - How to know when to stop talking!

32.53 - How long the ideal answer is.

37.01 - Why it’s important to remember your ‘why’ when you’re on the radio and feel nervous.

38.01 - Ways to build rapport with hosts and presenters.

41.49 - Getting the right tone to engage listeners.

43.23 - The kit needed for radio interviews.

46.26. - Dos and Don’ts on the radio.

48.46 - Anna’s advice to pet brands who want to be on the radio - give it a go and have some humour. 

Links mentioned in this episode:

Listen to Anna's podcast on her website: www.annawebb.co.uk

Tune in to Barking At The Moon on BBC Radio London on Thursday nights here: https://www.bbc.co.uk/sounds/play/live:bbc_london

Follow Anna on social media @annawebbdogs on all platforms.

Have you ever considered doing something special around an awareness day to grow your pet business?

From pitching to the press to running events and sales on relevant products, there is so much more to awareness days than a simple social media post.

Used in the right way, they can help you connect with your audience, build relationships, and grow your business in creative ways.

And help you make sales. Niki French, creator of Don't Walk Your Dog Day, made thousands of sales of her book, Stop Walking Your Dog, after going viral in the press.

There are so many ways you can use the days too, and in this post, I’m sharing 10 ideas for you to use awareness days that go beyond just posting online.

I’ll also introduce you to my Pet Business Content Planner and Companion - packed with ideas and space to plan your content - and the Pets Get Visible Membership, which provides coaching and support to help you stay consistent and confident.

Key topics and timings in this episode:

0.20 - Introduction and episode overview and how awareness days can help grow your business

2.00 - How my Your Pet Business Content Planner and Companion can help you

3.44 - Delight your customers with surprises or gifts

5.18 - Bring together your clients and community

7.13 - Partner with local businesses for cross-promotion

9.27 - Share personal stories inspired by awareness days

11.30 - Offer exclusive discounts and VIP experiences

13.19 - Provide educational resources and content

14.52 - Share the “why” behind an awareness day

15.56 - Host in-person or virtual events

17.20 - Launching limited-edition products or services

18.49 - Making surprise donations tied to awareness days

19.45 - Your options if you'd like support with this and want to work together

Links mentioned in this episode:

The Pet Business Content Planner and Companion is packed with ideas and prompts to help you plan your content and visibility efforts.

You can get a copy for just £30 plus postage here: https://rachelspencer.co.uk/product/pet-business-content-planner/

Combine it with the Pets Get Visible Membership for coaching, resources, and support to put these ideas into action and grow your business.

This costs £30 a month and you can get the membership and planner together here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/

Is my Pets Get Visible membership right for you?

How Niki French went viral on Don't Walk Your Dog Day

In the spotlight with Sarah Jones from My Anxious Dog

How to harness the power of community to grow your business with Sandra Emmons

Kerry Jordan on the impact of National Dog Photography Day on her business

How Kim O'Donnell from Leo Charley and Me turned her hobby into a global business

How to create a social media calendar for your pet business

How to write a press release for your pet business

Are you thinking of taking part in a five day challenge and want to make the most of the time you set aside?

Free online challenges provide a brilliant way to learn something new in a short space of time, delivered by an expert.

You can add to your skillset and experience what it’s like to work with the person hosting the challenge.

If learning how to feature in the press is something you’d like to learn more about, then you’re just in time to join my free Get Your Pet Business in the Press challenge starting January 10th 2022.

You can save your place by clicking this link and it would be great to see you there.

Key topics and timings in this episode:

1.01 - What happens in the Get Your Pet Business in the Press challenge

1.52 - Where people have had press coverage, Telegraph, Your Dog, Your Cat, Edition Dog, Dogs Today, Daily Mail, BBC Radio and much more.

2.24 - How the challenge led to sales for dog lead maker and dog walker Jesse Graves.

Here are the five ways to make the most of being in the challenge.

4.27 - One - only take part in challenges that are relevant to you and what you do.

7.25. - Two - if you sign up for a challenge, commit to doing the work if you want to get a result.

11.21 - Three - take advantage of the time you have with the challenge host as you’d normally pay thousands for it!

13.27 - Four - Network like mad with the people in the group because they could turn into future customers and clients.

18.57 - Five - Think of the challenge as a PR opportunity and make an impression on everyone there.

22.47 - Why I have to be like the Demon Headmistress on the challenge and make sure people stick to the tasks.

26.16 - How to join the challenge.

Links mentioned in this episode:

Join the five day Get Your Pet Business in the Press challenge here:

https://publicityforpetbusinesses.mykajabi.com/PublicityChallenge

Is getting some media coverage on your wish list for 2022? 

If so, then you will love what's in this podcast episode where I walk you through how to create a media plan for your pet business.

You'll learn what to put into a media plan, how to come up with ideas consistently throughout the year, how long do you need to wait before you approach the media. 

Plus, what you can do with everything in your media plan to make sure that your social media and the content that you create on your own platforms is relevant and helps you make more sales in your business. 

And if you'd like more support, I have a workshop happening on January 5th at 1pm, where you can put your media plan together.

It's £47 and e mail subscribers do get a discount. You can find out more here.

Key topics and timings in this episode:

0.31 - How to join in the workshop on January 5th if you'd like support.

2.25 - What a media plan is

3.52 - Why it's important to plan so far ahead

6.24 - Forward planning case study - Katie Gwilt The Kat Lady

8.57 - How to build up your media plan without it being totally overwhelming

10.24 - Examples of what to put in a media plan for dog trainers

13.23 - How to decide what to do with the topics in your plan and what to pitch, what to use for social media and website content

16.17 - Breaking down the themes into monthly and weekly content ideas

17.57 - Why it's essential to plan ahead for media coverage because many titles have long lead times so you need to be at least three months ahead

18.26 - Case study - Kerry Jordan and how she plans for National Dog Photography Day

19.45 - Case study Niki French and her book launch for Stop Walking Your Dog

20.54 - How to get more support by joining in the workshop

Links mentioned in this episode:

Katie Gwilt's website: www.TheKatLady.co.uk

Kerry Jordan's website: www.furandfables.com

Niki French's website: https://puptalk.co.uk/

If you'd like more support, I have a workshop happening on January 5th at 1pm, where you can put your media plan together.

It's £47 and e mail subscribers do get a discount. You can find out more here.

Join the Five Day Get Your Pet Business in the Press challenge here.

Do you keep track of the wins in your pet business?

We can get so bogged down in the day to day running around that we don’t find time to celebrate the good stuff.

Or, we DO celebrate when things go well, but it’s soon forgotten when we become stressed or busy.

Then, when we’re feeling overwhelmed, or there’s been a bump in the road, rather than thinking about our achievements, we can dwell on the negative.

One of the things I’ve done to to stop myself doing this, and this is still a work in progress, is create a win folder.

In this episode I’m talking about why I believe every pet business should have one in their resilience toolkit.

Key topics and timings in this episode:

0.20 - Why every pet business should have a win folder

1.08 - What a win folder is 

1.51 - Why it's important to keep a track of wins in life

3.59 - How the idea for a win folder started

6.04 - How the win folder helped me through lockdown

8.25 - Choosing a digital or a physical win folder

10.33 - How your win folder can help with comparisonitis and imposter syndrome

11.23 - How you win folder can help with your marketing

11.40 - What is social proof and social proof mining?

12.40 - Social proof example - Doreen Potter

13.47 - How to build up your win folder

17.45 - Why you should use the comments in your win folder for marketing e mails and sales pages including the words that people say about you

20.06 - What pet businesses say about their win folders and why they love them!

Links mentioned in this episode:

Sign up for the next five day Get Your Pet Business in the Press challenge January 10th - 14th here: Five Day challenge

Follow me on social media:

https://www.instagram.com/rachelspenceruk

https://www.facebook.com/rachelspenceruk

https://twitter.com/rachelspenceruk

https://www.linkedin.com/in/rachelspenceruk/