Are you looking to approach content creators to feature your pet business?

In this podcast episode, I'm talking about why thinking 'What's in it for them,' rather than 'What's in it for me,' will drastically improve your pitch success rate.

One of the exercises I do with my clients is to ask them to create a ‘wishlist’ of publications where they’d like to be published.

Regularly, people will get in touch and say, ‘I want to be in this magazine or on this podcast or work with this blogger.’

It might be a brand they’d love to collaborate with and they want to know the best way to approach it.

And the key to success is to think, ‘What’s in it for them?’ What is in it for the journalist, content creator or brand in featuring or working with you?

In this episode you'll learn how 'What's in it for them' works as a pitching approach, and how you can use it to improve your success rate.

Key topics and timings in this episode:

0.10 - Intro

0.30 - Pets Get Visible sponsors this episode - find out more here: Is my Pets Get Visible membership right for you?

2.01 - What 'what's in it for them' means

3.26 - Building and nurturing relationships

7.07 - Respecting time and value exchange

9.29 - Why you shouldn't be surprised if you're asked for money

10.00 - What is a value exchange?

13.21 - Using the personal touch in pitching

14.49 - Rachel's pitching examples

18.35 - Pitching examples from pet business owners Wendy, Kerry and Louise

23.46 - Conclusion and next steps

Links mentioned in this episode:

If you’d like a pitch framework, you can download my free podcast pitching guide here.

And for further, personalised support on your ideas, come and join Pets Get Visible.

Your first month is only £15 and you can get started here.

Is my Pets Get Visible membership right for you?

How to pitch yourself as a podcast guest

How to be the perfect podcast guest

Working with bloggers and influencers with Vicky Gunn

Best podcasts for the pet industry

Visibility lessons from Sunnyside Cottage

Would you love to secure press coverage for your pet business and need some story inspiration?

You’ll find plenty in this blog post and episode of the podcast where I’m sharing my top 20 favourite stories from five years of helping clients get in the press.

To celebrate the 200th episode of the Your Pet Business Content, Your Way podcast, I’ve rounded up a selection to show what journalists look for.

Since I began working with small businesses supporting them with approaching the media, there have been over 1,000 pieces of coverage.

From local outlets to the BBC Breakfast sofa and This Morning, I hope listening and reading these examples will show you what’s possible.

And if you’d like to chat about working together, head to the ‘work with me’ section for a range of options to suit all budgets.

Listen to this episode or head to my website to read many of the examples in the blog post here: https://rachelspencer.co.uk/top-20-pet-business-stories/

Key topics and timings in this episode:

2.28 - How this podcast started at Publicity for Pet Businesses.

3.53 - What made me train as a coach.

7.00 - How you can pitch to the press yourself and why I feel so passionately about showing business owners how to do this.

8.03 - Story number 20 ‘Meet Carla Finzel, the district nurse for pets.’

9.40 - Story number 19 ‘Kate Taylor on why dogs should be allowed everywhere like children.’

12.20 - Story number 18 ‘Karen Boyce the puppy queen of Wales.’

13.38 - Story number 17 ‘Doreen Potter, the Cumbrian dog trainer giving Romanian rescues a home.’

15.07 - Story number 16 ‘Supporting your cat coming out of lockdown with Wendy Thomson in the Warrington Guardian.’

16.14 - Story number 15 ‘Katie Gwilt The Kat Lady in Total Grooming.’

18.23 - Story number 14 - ‘Helen Motteram on the mental health crisis facing our dogs in the Daily Mirror.’

20.14 - Helen Motteram shares what it’s like to be on the BBC Breakfast sofa.

22.11 - Story number 13 - ‘Caroline Wilkinson as a doggy agony aunt in the Guardian.’

23.02 - Caroline on how publicity has helped her business.

24.09 - Story number 12 - ‘Not all breeders are Cruella De Vil with Rebecca Walters.’

25.23 - Rebecca talks about what it was like being in the press sharing her mission.

29.15 - Story number 11 - ‘How to train your dog for social media stardom with Kerry Jordan.’

30.15 - Kerry talks about being in her local lifestyle mag Cumbria Life.

31.33 - Story number 10 - ‘A crisis can bring out the best in us - Suzanne Gould.’

32.44 - Suzanne talks about how being in the spotlight has helped her stand out as a dog trainer.

36.16 - Story number 9 - ‘Meet lockdown hero and Menopaws story Louise Humphrey.’

37.31 - Louise shares how PR has positioned her as a pilates and canicross expert.

38.29 - Story number 8 - ‘Jo Sellers on being a prisoner in her home in Take a Break.’

39.52 - Jo on what it was like being in a real-life women’s magazine.

41.20 - Story number 7 - ‘Emily Thomas why more people are turning to canicross and lots more.’

42.56 - Emily on raising her profile as an authority in canicross.

44.52 - Story number 6 - ‘Meet Zoe Willingham - the animal lover who lives with over 100 pets in the Daily Mirror.’

47.38 - Zoe shares what it’s like to be in the press.

49.27 - Story number 5 - ‘Becky Baker on The One Show and post-puppy blues.’

50.54 - Becky on why you’ve just got to ‘go for it!’

52.09 - Story number 4 - ‘Sarah Jones and her mission for dogs in yellow to get the space they need in the Daily Mirror.’

55.23 - Sarah shares what being in the media has done for anxious dogs.

56.07 -...

Do you find yourself worrying around how much engagement you have on your social media accounts?

This is a topic I find comes up repeatedly on social media, in Facebook group conversations, and in the coaching calls I run in my membership.

Pet professionals who are doing a brilliant job of caring for animals and supporting their clients, making brilliant products that make a difference.

Yet they become tied up in knots with social media, trying to keep up with the ever changing demands of platforms run by billionaires.

Social media is an incredible free tool to get your work seen, but it can also cause a lot of stress and frustration.

One thing I wish wasn’t a cause of this is engagement.

In this podcast episode, I’m talking about why I would LOVE for you to let go of any concerns you have around this, so it doesn’t hold you back, and so you can show up as the brilliant pet pro you are.

Key topics and timings in this episode:

1:23 - The challenges pet professionals share about social media engagment

2:38 - What is social media engagement

5:24 - Why worrying about it can hold you back

7:10 - Why normal people don't care about social media engagement

8:35 - Would a lack of engagement stop you from buying?

9:24 - Even social media experts struggle to get engagement

10:13 - Remember, you're a pet pro, you are not a social media expert

11:51 - Worrying about a lack of engagement means you’re not getting seen

13:36 - People can discover you on social media and then come OFF social media to find out more about you

15:09 - It takes 10 to 15 touchpoints for people to decide to buy from you

16:42 - Pet parents need to know the available choices

19:08 - You want to dilute the aversive messages that are out there

20:25 - Social media is a little bit like quicksand

21:09 - Remember that people are lurking

22:24 - Engagement doesn't pay the bills and an engaging post may generate no money

24:29 - You're winning just by showing up as research shows many people don't even bother

25:22 - Be brave and post what you really want to say and you might surprise yourself

27:11 - Sometimes it's just having a little confidence boost

29:01 - Podcasts to listen to if you'd like to feel inspired

31:15 - Final thoughts on posting and feeling confident

31:40 - How I can support you in feeling more ok with self-promotion

Get 50% off your first month in Pets Get Visible here: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50

Links mentioned in this episode:

Creating meaningful content with Aileen Stevenson

How to feel more comfortable and confident promoting your pet business

If you’re not visible who misses out?

Stuff the social media rules and do things your way with Colette Adwin

Putting your passion and personality into your marketing with Alex McCann

Why I trained as an...

Are you fed up with feeling awkward when selling your product or service?

If so, I think you’ll love this episode with sales expert Sara Dalrymple, author of More Sales Please, where we’re talking about letting go of the discomfort you feel around asking for money.

You started your business because you wanted to do good work and make a difference, and for this to happen, you need to earn a living.

You likely love doing your work, and Sara says that simply ‘developing a love of talking about what you do’ is the key to being a better salesperson.

Selling is like a muscle, you have to work on it, build it up and maintain it, and in this interview Sara shares a simple way to do this.

She talks through the journey your potential clients go through, from being cold and unfamiliar to warm and ready to make a decision to hot and ready to take action.

Whether you’re a confident salesperson already or looking to get more comfortable with the process, I think you’ll love Sara’s no-fluff advice.

*This post contains an affiliate link to Sara’s book, meaning if you buy a copy, I will be paid a small commission. This doesn’t affect your price and helps fund this podcast.

Key topics and timings in this episode:

2.36 - Sara’s background in corporate and how she came to specialise in sales training.

5.23 - Why it’s ok to feel vulnerable when presenting what we offer online.

6.19 - Sara’s thoughts on reframing sales as “talking about what you’re good at and asking for money.”

9.43 - Accepting that there will always be challenges in the world and economy and that you need to be consistently visible to thrive.

12.21 - Seeing our sales skills as a muscle we need to build and maintain.

16.35 - Ways to figure out what your potential clients are looking for so you’re able to lay the information they need to decide to buy from you.

20.16 - How to create content for the different stages of the journey, from a potential buyer being cold and unsure to warm and considering their options to hot and ready to buy.

27.03 - Posting little and often and why it’s the compound effect of seeing you regularly rather than a few perfectly crafted posts that will lead to more sales.

31.26 - Being strict with your time on social media and spending a maximum of 30 minutes a day on your posts.

35.17 - Handling rejection and using this as an opportunity to clarify your messaging.

37.25 - Having time and patience to let social media work with you and the compound effect to build.

41.52 - How running a pet business is a gift when it comes to content creation because of the emotional connection we have with our animals.

44.07 - Sara’s three steps to get started for sales phobics. Be clear on the value in what you offer, show up regularly, and get support.

46.36 - Where to learn more about Sara and the best places to connect.

Links mentioned in this episode:

Buy Sara’s book More Sales Please on Amazon * https://amzn.to/4cQjUHe

Learn more from Sara on her website: https://saradalrymple.co.uk/

Connect on Instagram: https://www.instagram.com/saleswithsara/

Further reading

Creating meaningful social media content with Aileen Stevenson

Putting you first and creating a pet business that makes you happy with Jane Ardern

How to feel comfortable and confident talking about your pet business

Taking the fear out of putting up your prices with Sally Farrant

Why I trained as a coach and what this means for your pet business

Further...

Would you love to be an award-winning pet business?

To gain recognition for the hard work you do and stand out from the competition?

Whether you own a grooming salon, a pet shop, training or dog walking service, or you make products that make a difference, being involved in industry awards will boost your credibility and attract new customers.

In this podcast episode, I'm sharing reasons you should aspire to be an award-winning pet business.

Plus tips on choosing the right award for you and using your win to secure media coverage.

Winning awards means you'll elevate your pet business, stand out from the crowd, and gain the recognition you deserve.

And you’ll hear from two pet businesses who have won awards to inspire you.

If this is something you'd like to work on, join my Pets Get Visible membership where the focus for April is awards and get 50% off your first month by clicking here.

Key topics and timings:

0.20 - Introduction

1.29 - What to expect from this episode

1.40 - Getting over the cringing feeling of looking for recognition

3.48 - How you can get support with your awards process and applications

5.50 - It's acceptable to self-nominate for awards

6.30 - Consider the purpose of winning an award

7.37 - Choose the right awards

8.49 - How applying will refine your business messaging

9.42 - Recognition demonstrates professionalism

10.49 - Case study - Niki French

12.10 - Awards boost confidence

12.54 - Winning gives third party validation of business impact

13.51 - Stand out from competitors

15.42 - Social media buzz and engagement

16.00 - Case study - Louise Humphrey

17.54 - Opportunities for public relations

20.45 - What to do if you’d like to work on applying for awards - come and join my workshop!

Further reading on this topic

How winning the SBS award with Theo Paphitis can raise your profile

10 takeaways from Theo Paphitis’ SBS event 2024

Kirsty Skeates shares why you SHOULD be applying for awards for your pet business

How to feel more comfortable and confident promoting your pet business

Is my Pets Get Visible membership right for you

What do you do when something happens in your life, and it means you have to stop everything in your business to deal with it?

We live in an uncertain world, and the 2020 Coronavirus pandemic has shown that you don’t know what might be coming around the corner to turn your life upside down.

And while your business is a huge part of your life, there are inevitable things that happen with your family and loved ones which, at times, mean they need to come first.

Running a business is challenging during these times. You don’t have the usual time, energy, and resources to keep the plates spinning.

So what can you do? In this podcast episode, I’m sharing some thoughts on how to navigate the day-to-day running of your business and taking care of yourself too.

The last 12 months have been a stop-start time for me.

And I’m talking about some of the lessons I’ve learned along the way in the hope it will be helpful for you if you’re experiencing the same.

Key topics and timings in this episode:

00:00 - Introduction

1:29 - Defining a stop-start period

4.44 - My own stop-start experience from the last 12 months

7.46 - The difference between going through tough times as a business owner compared with an employee

9.20 - Seven thoughts on how to navigate stop-start times.

9:36 - 1. Accept that you can't do all the things

10:36 - 2. Take the pressure off yourself

13:29 - 3. Work out how much time you can dedicate to work

15:22 - 4. Prioritise cash-generating activity

17.30 - 5. Step away from things that will make you feel rubbish

21:03 - 6. Accept that things will take longer than usual

25:11 - 7. Be kind to yourself

27:19 - Coaching exercise: Prioritising tasks

30:13 - Final thoughts

34:22 - How to keep in touch

Links mentioned in this episode:

Further reading

Navigating the rollercoaster of running a business

The power of taking a pause in your pet business content

Why I trained as an accredited coach and what this means for your pet business

How to navigate controversy in your pet business

Buy Emotional Agility by Susan David here on Amazon.

Listen to The Hit Factory playlist on Spotify

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https://www.facebook.com/rachelspenceruk

https://www.linkedin.com/in/rachelspenceruk/

For more mindset musings, register for my newsletter which you can sign up to here:

https://publicityforpetbusinesses.mykajabi.com/Optin

Each year Theo Paphitis puts on his Small Business Sunday winner's event in Birmingham to celebrate small businesses and give them a boost.

It's a brilliantly inspiring day where Theo and his panel of experts give so much encouragement and line up fabulous speakers to educate and inspire you.

This year, we had talks on using AI in your marketing from Google and a spotlight session from Susan Bonnar, founder of The British Craft House and a former SBS winner.

NatWest chaired a panel discussion with success stories from their Accelerator program Maxine Laceby, founder of Absolute Collagen, Sanjay Agarwal, founder of Spice Kitchen and Shalom Lloyd from Naturally Tiwa skincare.

The fireside chat this year was Stacey Solomon who brought the house down, and was mobbed by fans bringing her gifts and sharing how she'd transformed their businesses with her endorsements.

In this podcast episode, I'm sharing my ten takeaways from the event.

Key topics and timings:

0.20 - What to expect from this episode.

2.00 - Why the SBS community is such a special place to be a part of and how Theo gives you the reassurance we all need.

2.30 - What is SBS and how it started.

4.45 - How the SBS network can help you and provide support.

5.34 - Takeaway 1 - Keep getting up - there will always be setbacks.

7.30 - Takeaway 2 - Stop and sense-check your activities.

9.05 - Takeaway 3 - Don’t be afraid to change.

10.35 - Takeaway 4 - Why it's important to plan and look forward.

12.20 - Takeaway 5 - Use AI as inspiration and a helpful assistant and not to do everything for you!

16.11 - Takeaway 6 - You have to make money.

20.11 - Takeaway 7 - Say yes to things even when it feels huge and scary.

23.45 - Takeaway 8 - Let yourself off the hook with social media and be social put your community first.

26.57 - Takeaway 9 - You need to be seen and the impact of a shout-out from Stacey Solomon - leading to £100,000 of sales for Stamptastic.

29.41 - Takeaway 10 - Why it's ok ask for help.

Links mentioned in this episode:

How Theo Paphitis' Small Business Sunday award can raise your pet business profile

Theo Paphitis launches SBS invest

How the NatWest accelerator can help your pet business

Finding support for your pet business in Pets Get Visible

The rollercoaster that is running a small business

Are you thinking of joining my Pets Get Visible membership?

If so, this podcast episode is for you.

Inside you’ll learn what the membership is, the different elements inside of it, and what’s in it for you if you join.

Plus my clients Helen and Nina share their experience of being part of it.

If you know you’re ready to join, here’s the link: https://publicityforpetbusinesses.mykajabi.com/pets-get-visible

Key topics and timings in this episode

0.43 - this week's topic - my Pets Get Visible membership.

2.01 - Why I made the membership.

2.57 - Why doing things your way is so important and why I'm so passionate about person centred coaching.

4.17 - How the resource library works.

6.08 - How the forward planning resources work and help you overcome the blank page.

10.07 - The monthly workshops and the kind of things we cover.

12.41 - How coaching works inside of a membership and why I believe being accredited as a coach is valuable in caring for my clients wellbeing.

17.20 - The supportive nature of the group.

18.52 - Helen King from Scotty's Cartoons shares her experience of coaching inside Pets Get Visible.

20.02 - The Facebook group and what to expect in the community when it comes to support.

21.44 - What happens on the co-working calls.

23.15 - Nina Fotara from Confident Canine Dog Training talks about the co-working sessions.

25.15 - The benefits of having your business listed on my pet blog for your website.

27.17 - Building your confidence inside of the membership.

29.02 - How to get in touch if you'd like to join - email rachel@rachelspencer.co.uk or find me on social media @rachelspenceruk.

Links mentioned in this episode

If you want to join, head to the sign-up page here:

https://publicityforpetbusinesses.mykajabi.com/pets-get-visible

Once you've registered, you'll have instant access, and you'll be invited to the members' Facebook community. Any questions, let me know and it would be great to see you there

Further listening if you found this helpful

Why I trained as a coach and what this means for your pet business

The Trust Equation and how to use it to build trust in your pet business

What’s your pet business culture and why it matters

Navigating the rollercoaster of running your own pet business

Getting comfortable, confident and consistent in your pet business marketing