On today's episode of Let's Talk doc business, Jo & Vicky talk all things storytelling with the power of PR, that is Nicola Rowley. She is a broadcaster, newsreader, best-selling author, podcaster, and speaker who spent many years working for the BBC. She now runs an agency and consultancy that helps business owners get seen in the media safely through strategic storytelling.

Nicola explains how to do this using both primary and secondary messaging offline as well as online. Including an amazing way to use collaboration to skyrocket the pace at which you grow your dog business.

KEY TAKEAWAYS

• When you tell your story strategically you reach and touch a wider audience, which means you can help more people.
• Storytelling engages people on an emotional level and builds connections with them.
• You can adapt all kinds of stories around your business. Several examples are shared during the episode.
• Don’t hide behind the dogs and what you do, show yourself too. People need to get to know you to trust you.
• It takes time to get your story out there and build your reputation.
• Speak about your expertise at small events to create opportunities to share it on bigger platforms.
• Show yourself and be authentic.
• Collaborate with local businesses to skyrocket your growth. Several easy ways are shared during the episode.
• You don´t trust people and make friends instantly, clients also cannot instantly trust and hire you. They have to get to know you.

BEST MOMENTS

‘It's all about stories because that's what resonates with people most. ´

‘Journalists work in stories; they are not interested in hearing about your business.’

‘That right there is business gold.’

‘Everyone has some kind of a story.’

GUEST RESOURCES

https://www.instagram.com/nicolajrowleypr/

https://www.nicolarowley.com/

https://go.njrpr.com/links/

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

ABOUT THE HOSTS

Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts!

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

In this episode of "Let's Talk Dog Business," Jo & Vicky discuss how dog trainers can inadvertently confuse their clients by not clearly defining and optimizing the customer journey. They break down the concept of the customer journey and explain how to tweak it so that you provide a clear and consistent path for potential clients to follow. Something that will consistently bring you more business.

KEY TAKEAWAYS

• An easy and simple customer journey is the key to success for dog trainers.
• The customer journey starts from the moment they first hear about you.
• Understanding where people hear about you is crucial for identifying effective marketing channels.
• Look at your customer's journey from their perspective, without bias. If you can't, ask a friend to do it for you.
• Make it easy for them. Send them to the sales page for the specific service they are interested in.
• Test every change you make to your customer´s journey.
• Figure out where your ideal clients are hanging out.
• People need to consume 8 to 11 pieces of your content before you can convert them into customers.
• When you post on social media, the algorithm means that none of your followers will see every piece of content you post. You need to constantly repeat your messages and offers.
• If someone asks you to contact them, do it, even if you are busy.
• Initially, the owner is the client, not their dog. That is who you have to connect with.
• Be realistic about how many people you attract via events and shows. Share the fact that you will be there.
• Use your time wisely.

BEST MOMENTS

‘Break it (the customer journey) down into every single step. ´

‘Stop sending customers to websites that are full of useless information. ´

‘You cannot have a social media strategy without having a business strategy because it affects what you're posting.’

‘Touch base with them and let them know that you've got the message and you're on it.’

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

ABOUT THE HOSTS

Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts!

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

On today's Let's Talk Dog Business episode, Jo & Vicky talk about how brilliant dog trainers are at losing clients. They cover the unconscious ways dog trainers repel clients, explaining how to structure your dog training programs for maximum effectiveness and helping owners to realise that you can help them with far more than their original problem. Including how to see things from a client's perspective and communicate with them effectively.

This episode will stop you from inadvertently turning people away.

KEY TAKEAWAYS

• It is just as easy to detract (repel) clients and attract clients.
• You will be building a long-term relationship with clients.
• Offer kick-starter or consultation sessions, during which you can assess things and provide a couple of quick fixes that demonstrate to the client that you can help them over the long term.
• Offering ad hoc sessions instead of programs can put clients off.
• You need to give clients a reason to pick you instead of another trainer.
• Avoid trying to cram too much into each session and overwhelming the client.
• Be realistic about how fast clients can learn, you may be able to explain and demonstrate something in a few sessions. However, a client needs to practice with your supervision to learn the skill.
• Stop leaving clients underserved.
• When you offer too many services you spread yourself too thinly.
• If you plan to serve two different markets, create two separate brands.

BEST MOMENTS

‘Tell people what you do best. Stop trying to be everything to everyone. ´

‘We need to cover old ground again and again… because that’s got to become a habit in that human.’

‘You cannot market to the same people, for opposite ends of the (pricing) spectrum.’

‘If you don't know your client, well, how can you know what they actually want? ´

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

ABOUT THE HOSTS

Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts!

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.