Your pet business, Your way

Would you like to improve your understanding of neurodivergence?It might be in relation to your own experience, or around how you support your clients.Katrina Bayliss is The Neurodivergent Dog Coach and she supports pet professionals and dog people in improving the way they communicate with their dogs and one another.Katrina has the most fascinating background, from working in nightclubs to counselling and psychology.But it was her dog Milo and experience of anxiety that let her into the industry after discovering agility, and becoming very good at it.She wanted to learn more about her dog, and this fascination led her to become a trainer.Then, back in 2022, Katrina had an ADHD and later autism diagnosis herself.It helped her put together many missing pieces of what she describes as the jigsaw of how she saw the world, her work and also how she supported people as a pet professional.Katrina talks about her experience and why traditional dog training and business advice often don’t work for neurodivergent people.According to a report by Skillscast, 15% of people in the UK are neurodivergent and ADHD is estimated to affect 3-4% of UK adults - around 2.6 million people.Katrina explains how our emotional state and unmet needs impact our dogs’ behaviour, and why making services neuro-inclusive is essential if we want to help both ends of the lead.We also discuss social media overwhelm, whether or not you might want to get involved in things like heated Crufts debates, people-pleasing, and the pressure to be polished and perfect online.Plus how Katrina is building community through her Neuro Inclusive Dog Hub, Dog Agility Unmasked, her podcast, and new low-cost membership for neurodivergent dog pros.Topics and timings in this episode: 0.20 - Episode introduction1.45 - Sponsor message - Pet business content planner.2.57 - How Katrina found herself in the pet industry.5.44 - What Katrina did before starting her dog training business.10.39 - What it’s like to understand both ends of the lead as a psychotherapist and a dog trainer.14.04 - Making the connection between the clients who share the same approach as you.16.02 - How Katrina’s diagnosis changed her work.20.30 - What it was like communicating her new approach online.44.03 - The kind of response she had from the dog training community.28.33 - When the ‘aha’ moments happen with her clients.34.38 - How the world has changed and people are looking for a more holistic approach.39.14 - Taking care of your needs as a pet professional to build a more sustainable business.41.40 - Deciding where you spend your time in person and online to take care of your wellbeing.47.45 - Putting boundaries in place to protect you, your time and your energy.52.59 - Why overworking sometimes leads to health problems as our bodies try to tell us to stop.55.29 - Being mindful of making decisions from a need for acceptance and doing what you’re told you ’should’ do.58.04 - Why Katrina made a community for neurodivergent pet owners and professionals.1.00.01 - Katrina’s podcast and how that’s been received.1.03.45 - The downsides of social media.1.06.10 - The trust recession we’re in during the age of AI.1.07.14 - Katrina’s new membership community for people looking for more support.1.16.23 - Letting go of the need to be perfect.1.17.00 - How to connect with Katrina.Links mentioned in this episode:Buy the Pet Business Content Planner here: https://rachelspencer.co.uk/shop/Learn more about Katrina on her website: https://dogsanddivergentminds.com/about/And listen to her podcast here: https://open.spotify.com/show/7rpgGoun9BGrtcZgoAS595Further listening and reading:Sasha Louise Smith on harnessing your strengths to build a business you loveShould you buy my pet business content planner?Navigating comparisonitis as a pet pro with Kate HoyleFinding the right pet business communityMaking a million on TikTok shop with Gemma from The Herbal Dog CoClayton Payne on lessons from 30 years in the pet industryThe confidence experiment and how to feel more braveHow to use the pet business content plannerHow to have a pet business reset

Did you come into the New Year feeling all fired up and filled with energy about your pet business and what was going to happen in 2026?Then, as we were flung into wars, political upheaval, economic uncertainty, did it feel like you skidded to a bit of a halt?If you’re nodding along, that’s ok, it’s totally normal to feel like this.There’s a lot going on in the world right now. And when you’re running your own business, all of that takes it out of you in a way a regular paycheck never would.Consumer confidence is down and people feel less confident spending money on things that aren’t absolutely necessary.So it can be tempting and totally natural to feel despondent and think: “What’s the point? Nobody wants to hear from me. Everything is rubbish.”This blog and podcast episode is about picking yourself up and getting back on the bike, and doing the things you need to do to keep moving forward.You can listen in on the player link below or read the key points as a blog post.I also cover how my Pet Business Planner can help you. At the time of publication – 31st March 2026 – I did have some copies remaining.You can order one here (or pre-order for 2027 if you’re listening or reading in the future. (https://rachelspencer.co.uk/product/pet-business-content-planner/)Topics and timings in this episode: 0.20 - What to expect from this episode.0.46 - How you can have a reset at any time of the year.1.30 - The upheaval that’s going on in the world at the moment.2.20 - Consumer confidence dropping during times of uncertainty.3.24 - Reflecting on the first quarter of the year.3.54 - How to figure out if you’ve been talking about your work enough.5.24 - Case study - Kim from Leo, Charley and Me6.19 - Working out who your dream customer is.6.40 - Why you can have a reset whenever you like.8.31 - What I’m doing to boost bookings in my cottage business.9.18 - Why saying no is important too.9.55 - Practical steps on how to do a reset10.25 - Reflecting on what’s working and doing more of it.11.30 - Working out what you want to do less of.12.36 - Deciding on the activities that are the most valuable when it comes to how you spend your time.14.17 - The magnifying glass of misery.14.45 - Deciding on the important things you need to talk about and using the awareness days.16.03 - The reason I created a planner to support you with all of the above.17.03 - Taking what I learned as a journalist to help you come up with ideas.18.21 - How the Words for When exercises work.20.40 - Using the days to pitch to the press.22.04 - Why PR is important in the world we’re in now with AI.23.45 - How to get a copy of the planner.Links mentioned in this episode:Get a copy of the pet business planner: https://rachelspencer.co.uk/shop/Download my free social media calendar: https://rachelspencer.co.uk/calendarRead the Nielsen report on Consumer Confidence: https://nielseniq.com/global/en/news-center/2026/consumer-confidence-down-three-points-in-february/Listen to the Kate Toon podcast on AI and digital marketing: https://therecipeforseosuccess.com/final-guest-how-marketing-and-seo-have-evolved-in-11-years-with-rand-fishkin/Further reading/listening:How Kim from Leo Charley and Me boosted her visibility The confidence experiment and how to feel more brave as a pet professional Why I am an accredited pet business coachHow to navigate stop start periods in your business How to use the Pet Business Content PlannerShould you buy my Pet Business Content Planner

When Kerry Whitney split up with her boyfriend, lost her dad and had to move back home to her mum's, it led to her starting her dream business.It was back in 2015, and she'd just started an Instagram account for her Pug Frank, and started making him fun bow ties as a way of coping with her grief and the upheaval she'd experienced.Things grew, she started sending out her products to other dog owners, and decided to make it into a business.Then she added in some sweary bow ties to stand out, and it took off.From viral posts with the C-bomb, being featured in the Daily Sport dressed as a giant penis, getting her products in Pets At Home, experiencing burnout and taking a year for herself and coping with trolls, Kerry has seen it, done it and got the Dogs Not Sprogs t-shirt.We talk about so much here - there's a bit of oversharing from me, and Kerry announces her dream new range, sweary harnesses which will be on sale from March 2026.Kerry is a friend who I value so much, she's supported me through a lot, and I'm so pleased to share this podcast. I hope you love what she has to say.Topics and timings:0.20 - Episode overview.1.50 - Episode sponsor - pet business planner.3.16 - Kerry introduction.4.35 - What Kerry did before Franky’s Bowtique.5.31 - Getting her first Pug Frank and going on Instagram.7.00 - Losing her dad and beginning making bowties as a way of managing her grief.9.17 - Growing on Instagram, gifting her products and building her business.10.14 - Moving back home after her relationship broke down and back to her mums.13.35 - Putting out her first sweary bowties and going from the F bomb to the C bomb.17.45 - Growing her community and brand reps and having raving fans!19.48 - The most bonkers stuff Kerry has done to get her business and products out there.23.11 - Appearing in the Daily Sport dressed as a giant penis.24.17 - Pitching to UK retailers and getting her products in Pets At Home.28.23 - What it’s like to go viral.31.10 - What it’s like to get nasty comments and how Kerry turns them into ‘content gold.’33.08 - What it’s like behind the scenes when orders go crazy from viral posts.35.16 - What happened when Gemma Atkinson bought a bandana for her dog.36.45 - How Kerry totally ignores all social media advice and is herself.38.05 - Kerry’s advice to anyone who is holding back on social media and why the shouldn’t tone themselves down.38.53 - No-one is safe from the savagery of social media.40.47 - Not being afraid to fail publicly.42.03 - Kerry’s experience of burnout and taking a year out.46.16 - Thoughts on resilience and having a strong business that could continue when Kerry felt low.47.17 - Copycats and how they fire you up to be stronger.52.29 - Keeping going and standing out.54.02 - Kerry’s health transformation and how that’s impacted on her business.58.13 - Getting a part time job and how that’s helped her with her business and feeling more positive.1.01.02 - My own emotionally fragile time and what I needed to do to pick myself up.1.05.14 - How Kerry stops herself comparing to others and self care, Mel Robbins and sunlight first thing!1.06.54 - Kerry’s new dog harness range.1.08.15 - How the money for the harness range came from an insurance policy from her late father.1.14.23 - What her dad would think and how good things can come from challenging times and loss.1.17.12 - How to find out more about Kerry.Links mentioned in this episode:Pet business content planner: https://rachelspencer.co.uk/product/pet-business-content-planner/Visit Kerry's website: https://frankysbowtique.com/Follow Frank and Brenda on Instagram: https://www.instagram.com/frankandbrendaruletheworld/Follow Franky's Bowtique on Instagram: https://www.instagram.com/frankysbowtique_ltd/Follow Franky's Bowtique on TikTok: https://www.tiktok.com/@frankysbowtiqueFranky's Bowtique on Facebook: https://www.facebook.com/FrankypantspetboutiqueFurther listening/readingShould you buy my pet business content planner?How to use the pet business content plannerDealing with copycats with Debbie Humphreys from Redhound for DogsPutting your personality into your marketing with Alex McCann from AltrinchamHQStuff the social media rules and do things your way with Colette AdwinCreating a business that works for you with Jane ArdernHow to create a pet business social media calendar

Confidence is an area that comes up as a challenge with the pet business owners I work with over and over again.When you're running a business on your own, you're already doing really brave things and taken the big risks.Yet, so often, things will make us question ourselves.I ran a workshop and a 'confidence experiment' in my membership to look at this, in particular asking people to ask themselves, 'Why do I feel confident doing some things but not others?'And more importantly, 'What can I do about it?'What came out of both was so interesting, and there was so much helpful and supportive advice shared, so I wanted to put together a podcast and blog.Key topics and timings:0.20: Episode overview.0.50: What is confidence and why I chose it as the theme for March in Pets Get Visible.2.01: Why I felt wobbly about covering this topic.3.29: What confidence means to different people.4.14: Why you don’t have to feel confident to do the brave thing.4.37: The areas where pet pros would love to feel more confident.5.06: Where people feel at ease with pet pro examples.7.53: Taking notice of where you feel confident and what’s different.9.24: The reasons that lie underneath us lacking in confidence.10.51: How HALT works and how being hungry, angry, lonely, tired and hormonal impacts on confidence.11.43: Acceptance and commitment theory and how this applies to confidence.13.29: Heather’s story and how she became more confident on video.18.33: What would be in your recipe for confidence?19.11: Examples of what people have in their recipe for confidence.23.39: Brave examples from the community.26.01: Acceptance and commitment theory.27.34: My Pets Get Visible membership and Pet Business Content Planner and work with me options.Episode sponsor: Pets Get Visible membershipWe're doing more experiments like this - breaking down the things that get in the way of visibility and making them manageable for you.You'll get access to the workshops, the resources, the community, and most importantly, the reassurance that you're not the only one feeling this way. Be around other pet business owners who get it, who are doing brave things, who are cheering each other on.Head here to find out more about the membership: www.rachelspencer.co.uk/pets-get-visibleFurther reading and listening:Is my Pets Get Visible membership right for you? Should you buy my Pet Business Content Planner?How to feel more confident as a writer with Rikki SullivanWhy I am an accredited pet business coachThe rollercoaster of running your own businessThe importance of looking back to see how far you've come What kind of pet business coach is right for you? Choosing the right pet business membership

Helen Wainwright is co-founder of the Dog Trainer School, a supportive online community for professional dog trainers that she runs alongside her partner Lee.Before working with dogs, Helen spent nearly a decade as a product tester and journalist at Good Housekeeping magazine, and later worked in community development.Going from glossy mags to working as a dog trainer meant taking a huge chance, but you'll hear in this chat how it turned out to be exactly the right preparation for what she does now.We talk about how the Dog Trainer School came to be, the brilliant new Dog Trainer School Approved scheme, and what Helen has learned about running a business on your own terms without burning out in the process.We also get into the stuff that doesn't always get talked about - the pressure to prove yourself, the hustle culture that follows dog trainers around on social media, what enough actually looks like.Key topics and timings in this episode:0.20: Episode overview.0.50: Sponsor message – 2026 pet business content planner.2.20: Helen introduces herself and the Dog Trainer School.3.09: Why the Dog Trainer School exists — the gap that nobody was filling after qualification.4.04: Putting together support for trainers from class plans to Canva and SOP documents.6.51: How Helen and Lee bring in their real-life experience and reassurance into the Dog Trainer School as they're still out there training dogs.8.44: Imposter syndrome in the dog training industry and why it's so common.10.14: Helen's background as a product tester and journalist at Good Housekeeping magazine and the Good Housekeeping Institute.11.32: Being burnt out and going from community development to co-founding the Dog Trainer School, and the boss who believed in her.12.36: What Helen learned in the Good Housekeeping Institute and behind the scenes on life there testing everythings from wellies to washing machines.15.46: The Dog Trainer School Approved scheme — how it works, what brands get, and why it matters.16.50: Testing out the ideas at PATS in 2025 and getting her first brands on board.17.24: How the testing works and why 30 dog trainers testing a product gives brands something genuinely valuable.19.30: The value in the validation and what's involved if you do work with TDTS.22.42: The full circle goal: getting the logo on packaging so dog owners can find ethical trainers.27.15: Standing out in a busy market and why Helen's biggest advice is to stop watching what everyone else is doing.30.19: The enoughness conversation — what success actually looks like when you work for yourself.32.10: Why you don't need to have a high ticket offer and to do what works for you.35.04: The pressure dog trainers face from family and friends who don't take it seriously as a career.38.18: The move towards taking pressure off yourself and asking 'am I happy.' 41.28: Finding a way of creating content that is fun and relatable.42.58: Working with your partner and finding the balance.44.51: Why Helen goes to the gym every day and won't book meetings over it.48.37: The coaching relationship Helen walked away from in December, and trusting your gut.50.47: Helen's recent example of staying true to what the Dog Trainer School is actually for.53.48: Being mindful of the advice you're consuming as a business owner.57.16: The importance of ensuring her clients feel like they're not a number.58.18: What's next: helping dog trainers feel more confident in the practical side of their work.59.28: Acceptance and commitment — doing the scary thing anyway.1.01.09: How to find Helen and the Dog Trainer School.Links mentioned in this episode: Website: www.thedogtrainerschool.co.ukInstagram: https://www.instagram.com/thedogtrainerschool/Facebook: https://www.facebook.com/thedogtrainerschoolDog Trainer School Approved scheme: https://thedogtrainerschool.co.uk/tdts-recommendedRelated postsCreating content for your clients, not other pet pros Jane Ardern on running a dog training business where you put yourself firstSasha Louise Smith on using your strengths to build a business you loveThe rollercoaster of running your own pet businessHow to find your voice in your pet business with Rikki SullivanHow to use the pet business content plannerWhy the right pet business community mattersHow to create a social media calendar for your pet businessShould you buy my pet business content planner?

Each year, Theo Paphitis hosts the Small Business Sunday winner’s event to celebrate small businesses and give them a boost.It’s a brilliantly inspiring day where Theo and a line-up of speakers share lessons, practical advice, and lots and lots of encouragement.You come away feeling enthused and supported, because you’re reminded why you started, and you’re in a room full of people who get it.This year marked 15 years of Small Business Sunday (SBS) and the theme of the day was ‘Resilience Rocks.’In this blog post and podcast episode, I’m sharing my 15 lessons from the day from Theo, Katie Piper who did the fireside chat, from the small business panel, and from Kypros Kyprianou, CEO of the Theo Paphitis Retail Group, and the host of the SBS conference.Katie Piper is a British author, presenter and charity founder of The Katie Piper Foundation who survived a horrific acid attack in 2008 that completely changed her life.After extensive surgery, she spoke publicly about what had happened to her, sharing her story in a Channel 4 documentary and later in bestselling books.She went on to set up the Katie Piper Foundation, which supports burns survivors with specialist rehabilitation and emotional support, in St Helen’s, Merseyside.Katie was the perfect person to talk about resilience, as someone who has turned something devastating into something that now helps thousands of other people rebuild their lives.Topics and timings:0.20 - Episode outline.1.55 - Sponsor message - 2026 planner.3.02 - What is the SBS conference?4.12 - The benefits of being in the SBS community.5.16 - 15 years of SBS and the theme, resilience and what that means.7.29 - About my in person event the day before.11.05 - Lesson 1 - business is lonely.11.56 - Lesson 2 - things will go wrong12.31 - Lesson 3 - learn from your mistakes12.52 - Lesson 4 - don't do a half tackle13.43 - Lesson 5 - keep talking about your business14.56 - Lesson 6 - protect your energy16.14 - Lesson 7 - your business is part of who you are17.31 - Lesson 8 - believe in yourself18.55 - Lesson 9 - keep your pity party short20.11 - Lesson 10 - move from why me to what now?24.03 - Lesson 11 - use pain, don't let it use you24.48 - Lesson 12 - no isn't a reflection on you28.07 - Lesson 13 - your why will carry you29.08 - Lesson 14 - build something bigger than you30.35 - Lesson 15 - confidence is 'I'll be fine if they don't like me.'32.35 - SBS stats33.45 - what to do if you want to be a SBS winner.Links mentioned:Jenna Wilson (Little Dreams)Little Dreams Consulting is the first UK franchise of baby and child sleep consultants, with eight territories.Hanan Tantush (Intotum)Intotum garments now ship to 25 countries, Hanan has won over 15 awards, and grown her community to over 40,000 people.Sophia Lorimer (Fine Tuned Wardrobe)Fine Tuned Wardrobe is a sustainable styling service, and has been running for six years, helping women build confidence and enter rooms of change.Further reading: How winning Theo Paphitis Small Business Sunday can help your pet businessTheo Paphitis launches SBS InvestShould you buy my pet business content planner Takeaway from SBS 2025Seven lessons from SBS 202410 reasons to be an award-winning pet businessThe rollercoaster of running a small businessHow to choose the right pet business membershipWhy community matters for you and your pet business

Rikki Sullivan is The Canine Copywriter - a specialist dog copywriter and marketing strategist who helps pet professionals put themselves out there without wrecking their nervous system.In this episode, we talk about confidence, visibility, and how to become a more confident writer because to grow your business, people need to be able to find you.Rikki went from working in the corporate world to setting up as a dog walker, then did a dog first aid course that completely changed the direction of her life.Rikki started by blogging to articulate how she worked and what she did for the dogs in her care and this led to an obsession with SEO and building a business helping others find their voice.We talk about falling for magic formulas, the pressure to promise results you can’t categorically guarantee, and why marketing doesn’t have to be manipulative or pushy to work.Rikki explains why she chooses to market gently to protect her nervous system, and how sensitive, empathetic pet professionals can build confidence without making themselves do things that don’t feel right.She also shares client stories - including one who grew to 5,500 website visits a month through SEO blogging - and why there isn’t just one way to grow your business.Plus, her Rambling Method, which is all about giving yourself space to think, write, and explore your ideas before trying to be concise.And using AI as a thinking partner without losing your you-ness, and why in a world full of generated content, sharing your life and your experiences matters more than ever.Key topics and timings: 0.20 - Episode overview. 1.24 - Sponsor message - 2026 pet business content planner.2.34 - How Rikki went from corporate to dog walker to specialist dog copywriter.3.49 - The dog first aid course that totally changed her life when Rikki learned about dog body language. 4.46 - Why Rikki started blogging, fell down a rabbit hole and how it helped her own business. 6.56 - Why we need to step away from listening to the mistakes we’re being told we’re making and be ourselves.9.07 - Why none of us are immune to falling for ‘easy ways,’ and magic formulas.10.37 - How Rachel ended up spending a fortune on a course during a wobbly time in her business.13.46 - Matching your values with your marketing activity.14.59 - Why Rikki would rather market more gently for the sake of her nervous system.17.26 - The challenge around being visible when you’re sensitive.18.23 - My random viral video.21.12 - Why trying to go viral won’t work because it’s often down to creating less perfect and practicing your skills.24.17 - Finding your own way to market and be out there and reach people.25.07 - Client example - Becki from East Coast Dog Training and how she used SEO blogging to have 5,500 visits to her website each month.27.02 - Client example - Rikki’s client who runs live events and uses ads to grow her audience and business.28.52 - Attraction-based marketing and ignoring the demands of the algorithms.30.52 - Why I used to try to persuade people that my approach was right.31.56 - Why we are so convinced we need to make life hard for ourselves.34.12 - Finding people who will appreciate the way you help them to the outcome they’re looking for.35.48 - Rikki's thoughts on making promises you don't categorically know you can keep. 38.35 - Trusting your gut.39.23 - The easiest business to run is the one that solves a problem or desire from something you’ve experienced.40.44 - Starting out with storytelling and taking baby steps.41.53 - Why pushing through the uncomfortable part will help you build your confidence.44.21 - The Rambling Method and giving yourself space to say what you want to share, and be more you in your content.49.09 - Using AI as a thinking and writing partner.51.42 - Getting your ‘you-ness’ into AI and then using it to help you write and get comfortable with writing.54.01 - The importance of being you in your content to build a connection and stand out from the pattern of AI.56.27 - The dog trainer who posts about crochet and shows the human side.58.12 - Using Rikki’s journal as a content tool and a bank of stories and thoughts.59.39 - Writing to help you figure things out.1.02.02 - Free writing and building your confidence and skills as a writer.1.06.57 - Finding your titles, headlines, and intros at the end. 1.08.27 - Ways to connect with Rikki, find out about her 20-minute marketing method, and journal.1.09.15 - Ways to work with Rikki.1.10.42 - What’s next for Rikki and why she’s taking the pressure off. Find out more about Rikki:Visit her website: www.thecaninecopywriter.co.ukFollow on Facebook: www.facebook.com/thecaninecopywriterConnect on Instagram: www.instagram.com/thecaninecopywriterLearn more on Linkedin: https://uk.linkedin.com/in/rikki-sullivan-88b76925The 20 Minute Marketing Method: https://www.underdogsunleashed.co.uk/offers/aooT2sCB/checkoutThe Journal: https://mybook.to/ramblejournalRelated postsHow to find your voice in your pet business with Rikk

Do you need to write a press release about your pet business?You're in the right place!This episode will cover everything you need to know when it comes to creating a press release for your pet business.But what I’m really keen to stress is that there is more to landing press coverage than writing a press release.What journalists want are stories, and by the end of this episode, you’ll have a sense of how to go about finding them in your pet business, plus what you can do if you’d like some support.Key topics and timings in this episode:0.20 - Introduction to the podcast and topic.0.46 - Why I've re-recorded this episode from 2020.1.38 - My background and how this will help you with your press release.4.28 - Why journalists aren't bothered about press releases and what they really want instead.4.57 - What to expect from this episode.5.19 - Definition of a press release.5.54 - Why you as a business owner are capable of writing one yourself.6.55 - Why there's never been an easier time to connect with the press.7.44 - Why have a press release and how being in the press gives third party validation.9.20 - When you might need a press release.10.53 - Examples of what makes a story from Zoe, Rachel and Sarah.16.33 - Story idea prompts for if you're stuck for ideas.17.40 - How to write your press release.19.00 - Why you want your story to be click-baity.22.59 - What else you need to include with your press release.25.27 - What you shouldn't do with your press release.28.01 - Options for working together if you'd like support.28.45 - How press coverage has helped my dog friendly business go from ghost town to fully booked.29.36 - What to expect from the membership.31.18 - How my 1-1 calls work.Background on the host: If you’re new to the podcast and you’ve clicked on this episode because you need to write a press release, here’s a little background about me.I’m a journalist and have been since 1999, a whopping 25 years ago, writing for local, regional, and national newspapers.In 2006 I went freelance, and since then, I have continued to work for national titles, women's magazines, and websites. I found myself writing about the pet industry after adopting my friend's dog Daisy in 2009, and this led me to start my own pet blog.My blog, www.thepawpost.co.uk, appeared in the top 10 UK pet blogs, and businesses and brands would approach me about being on it, and when they found out I was a journalist, they asked for help in landing press coverage.This led to me writing a book, 'Publicity Tips for Pet Businesses,' starting a Facebook group, working one-to-one with people, starting an online course, this podcast, then a membership.Since 2019, I’ve helped over 1000 pet business owners appear in newspapers, magazines, radio, TV, including BBC Breakfast, websites, podcasts, and more.Further reading or listening if you enjoyed this episode: Is my Pets Get Visible membership right for you?How to prepare for a radio interview with Anna WebbWhat happens on a Get Your Pet Business in the Press 1-1Dos and Don't when dealing with journalistsIn the spotlight with Sarah Jones from My Anxious DogIn the spotlight with Niki French and what happens when you go viralHow to get your pet business in the press in five simple stepsDo I need to use a Press Release Distribution Service?How to find the right journalist to contact with my press release

Is getting some press coverage something you’d love to achieve for your pet business?You might see other people in the industry getting brilliant media coverage and wonder ‘how do they do it?’Well, the good news is you don’t need a huge budget and a fancy PR company to appear in the media and make sure your business is seen.In this podcast episode I’m sharing five simple steps you can follow to if you’d like to Get Your Pet Business in the Press.There’s also a PDF you can download here that takes you through each step, with space for notes and ideas and additional resources.Key topics and timings in this episode:0.30 - Introduction to the episode and how to get the PDF download which walks you through each step.2.00 - Why you don’t need a PR company or agency to get in the press.3.13 - How getting in the press can help you grow your pet business.5.22 - The difference in the number of people you can reach through media coverage versus social media.6.26 - Case study Zoe Willingham.7.15. - Step one - consider who you want to reach.9.52 - Step two - think about where you would like to be featured.13.27 - Step three - come up with a story idea.20.10 - Step four - find the right person to pitch to - the one who is likely to be interested in what you have to say.23.41 - Step five - write your pitch.25.22 - Be prepared to have the journalist call as soon as you send your pitch.Links mentioned in this episode:Download the Five Steps PDFRead How to prepare for an interview in ten simple stepsHow to prepare for an interview in ten simple stepsIs my Pets Get Visible membership right for you?How to write a press release for your pet businessHow to find journalists contact detailsWhat’s the difference between a pitch and a press releaseThree moments you can use as story ideas

Would you love to feel calm and in control of your content?Does it sometimes feel like you're constantly scrambling for ideas, or vanishing off social media when life gets busy?The good news is, you don’t need to chase trends or create from scratch every single day.You can have a plan that fits around you and your life.In this podcast episode, I'm sharing how repeatable content tasks - things you can post every week or every month - can help you stay consistent, visible, and connected to your audience without feeling overwhelmed or stuck.You'll learn what repeatable content is (and what it isn't), how it helps with confidence and consistency, and why it builds trust and leads to more sales.Plus I share some behind the scenes about the posts I use each week and month, and how you can create your own content rhythm using my free calendar and wall planner.This episode is part of the January 2026 planning series and includes a chance to win a three-night stay at Sunnyside Cottage or a year in the Pets Get Visible membership if you grab a planner before January 28th.Key topics and timings: 1.05 - How to access your free social media calendar and wall planner.2.05 - Why self-promotion feels so hard.3.14 - How repeatable tasks are just for you and can't be copied.4.30 - Why being consistent helps and keeping in touch regularly and will put you way ahead of marketing gurus.6.44 - What's in the calendar.7.00 - Why repeatable content works, why we need to keep talking about our offers and how customers need so many more touchpoints now.8.30 - The repeatable tasks I have in my business.12.45 - What happens when you download the calendar and how you can use it.14.00 - Putting together your repeatable plan.16.03 - How repeatable content helps make your life easier.18.30 - How to download the calendar.20.42 - Ways to access more support in Pets Get Visible and what's involved.23.12 - Episode summary and how to get in touch.Links mentioned in this episode:Download the social media calendar: https://rachelspencer.co.uk/calendar/Check out the Pet Business Content Planner: https://rachelspencer.co.uk/shop/Further listening/reading:Alex McCann on putting your personality into your contentMaking planning a habit in your pet businessCreating habits you can stick toShould you buy my pet business content plannerHow to use the pet business content plannerIs my Pets Get Visible membership right for you?

Would you love to become the kind of person who plans?Are you fed up of feeling like you have so much going on that you can't keep up, and like the idea of a more calm way of working?The good news is that you don't need to have a complete personality overhaul to become more organised.It's something you can build on one step at a time.In this podcast episode you'll learn why planning is helpful along with some stats to support the impact it has on your performance.Plus pet business examples on ways they plan to support their work and feel less overwhelmed.Key topics and timings: 0.20 - Episode overview.0.30 - The feeling of overwhelm people are experiencing.1.05 - What the Pet Business Content Planner is and how it can help with becoming a person who plans.2.20 - Why planning is challenging and how it might take a few attempts to get started.2.50 - The reasons people say they can’t plan.3.30 - The importance of being seen.3.50 - Why planning isn’t a personality trait but a habit that you can do, just like brushing your teeth.4.30 - Setting yourself up for success with planning.5.10 - Client example - Louise from Studio44Pilates and her tracker.6.30 - Why it’s important to put your business out there as an ethical pet pro.9.02 - Why habit tracking works.9.30 - How writing down your goals helps.10.37 - How the Generation Effect works.12.15 - Creating the right environment to plan.14.03 - Gamification and how that helps with planning.15.34 - Why monthly planning works better than bigger goals.16.03 - The fresh start effect and how the planner can support you.17.54 - Why it’s not about being a perfect planner and how all you need to do it keep coming back.18.34 - Starting small with 5 simple ways to be a person who plans.21.12 - Why you don’t wake up one day as an amazing planner, but you can become a person who plans.21.43 - How to get a copy of the Planner, join the Planner Club and win a stay at Sunnyside Cottage or a year of support.Links mentioned in this episode: James Clear - Atomic HabitsStudio44Pilates Habit Tracker: https://mailchi.mp/f755bf536962/mymonthonthematKerry Whitney from Frankys Bowtique fitness progress page: https://www.instagram.com/kerry_9whitneyMel Robbins podcast: https://www.melrobbins.com/episode/episode-358/Related posts: How to create habits as a pet professionalThe importance of looking back to see how far you’ve comeIs my Pets Get Visible membership right for you?What is The Planner Club and should you joinHow to use the Pet Business Content PlannerShould you buy my Pet Business Content Planner

Are you looking for a simple planning system that can cover your SEO, social media and email marketing?Maybe you'd love to create one piece of content that you can use for all three, and know that your business is showing up on Google and in the AI learning models.If so this podcast is for you.It covers how to create content to feed the demands of your website, social media and your newsletter so you can keep in touch with your current clients, and connect with people who need what you have to offer.Key topics and timings: 0.21 - What to expect from this episode.0.50 - How my pet business planner can help.2.30 - What we know about pet owner behaviour when it comes to searching online.7.23 - The 'They ask, you answer,' principle by Marcus Sheridan.8.20 - Examples of what kind of user experience you can create.10.20 - How creating content for your website and Google will help the AI models learn about you.11.48 - Start with one core piece for the week or month and host on your website.12.35 - Creating a bank of bingeable content for your website, and that you can send to potential clients when they ask you questions.13.15 - Remember your blog content will show up on AI searches too.14.00 - Case study, Louise Humphrey.15.07 - How blogs you wrote years ago will serve you, and creating content themes.16.34 - How my Pet Business content planner can support you.Links mentioned in this episode: Buy my pet business planner: https://rachelspencer.co.uk/shop/Rikki Sullivan at The Canine Copywriter: https://thecaninecopywriter.co.uk/Kate Toon's SEO podcast: https://therecipeforseosuccess.com/category/podcast/Read Louise from Studio44Pilates blog: https://studio44pilates.com/category/louises-blog/Further listening: How to create website content to make your pet business stand out with Roz HealeyHow to create a pet business social media content calendarHow to start a pet blog or pet business blogHow to start a pet business newsletterHow to create a bingeable bank of contentShould you buy my pet business planner

Are you feeling ready to make a plan for 2026 but not sure where to start?Maybe you've got some big goals for the year ahead but it's the start of January and you're easing yourself in.This podcast and blog is about making a plan that fits round you actually want to work, and what’s right for your life, your energy and your goals.In the episode, I talk about the five things I believe you need to think about if you want to make a plan that works.They are your strengths, skills, energy, goals and values.I’ll take you through what each of those means, share how to figure them out for yourself, and walk you through some real-life examples to help you apply them to your own plan.Key topics and timings:0.20 - What to expect from this episode.2.13 - Sponsor message - Pet Business Content Planner3.20 - Giveaway details.3.55 - Why planning matters and so many of us get it wrong.4.55 - How we might look at a goal for our pets example.6.02 - How to back yourself when you set a goal.6.45 - Marathon example.10.50 - Katie Gwilt planning story.11.50 - Posting on social media regularly example.17.08 - Backing yourself to make your goal a reality.17.42 - Looking at matching a goal with strengths, skills, energy, goals and values.18.30 - Defining strengths.19.57 - Defining skills.22.06 - Defining energy.25.50 - Defining goals.27.04 - Defining values.31.54 - How these would apply for me.32.56 - How to get in touch.33.04 - Competition details.Links mentioned: Buy a 2026 planner or join the planner club: https://rachelspencer.co.uk/shop/Further reading/listening:Should you buy my 2026 Pet Business Content PlannerHow to use the Pet Business Content PlannerHow to create habits in your pet business you can stick toIs my Pets Get Visible membership right for you?How to choose the right pet business membershipWhy community matters for you and your pet business

Do you choose a word for the year? Or are you thinking about yours for 2026? Each year, I choose a word to guide how I want to feel and how I want to work and this year it’s Connection.In the past, it's been Calm and Space - two things I definitely needed during some pretty full-on seasons. But this year, for 2026, it’s all about connection.In this post, I’m sharing why that word matters to me, how it came about, and some reflections and prompts to help you choose what you want from the year ahead too. I hope it gives you a moment to pause and think about what 2026 could look like for you.Topics and timings:0.20 -Episode outline.0.38 - Planner sponsor message.2.17 - How do you want to feel in 2026.2.40 - Why Connection is the word for 2026.3.10 - Why my perspective has changed.4.37 - Some previous words of the year.8.10 - What Connection means and the training I'm doing for 2026.10.59 - Prompts to help you think of what connection means for you.13.09 - Connection and collaboration example with Vanessa from Wag-Wagatha Christie groomers.16.29 - The importance of a sense of belonging.17.02 - How the Pets Get Visible membership can help you feel connected.17.44 - More real life meet ups for 2026.19.08 - Why it's not just you sitting there thinking everyone else has it all figured out and you dont.21.18 - How imposter syndrome is with us at all levels.22.05 - Thank you message to start the year. Links mentioned in this episode:Emotions coaching: https://www.igcompany.com/emotionscoachingPlanner and Planner Club: www.rachelspencer.co.uk/shopFurther reading/listening: 12 Takeaways from my Online Planning DayHow to prepare for a pet business eventIs my Pets Get Visible membership right for you?How to choose the right pet business membership Should you buy my Pet Business Content PlannerWhat is The Planner Club and should you joinWhy I am an accredited Pet Business Coach Look back and see how far you've come

Are you thinking of putting up your pricess in 2026?If you're a pet business owner who struggles with charging fairly, overdelivers, and feels awkward about pricing - this episode is for you.I share what my current offers include, why my prices are increasing in 2026, and how the investment I’ve made in my own training and development is shaping the support I provide.You’ll also hear from two of my lovely clients, Louise and Sarah, who’ve both grown in confidence and visibility through coaching and community support.I also explore the emotional side of pricing - the guilt, the fear, and that voice that says “no one will pay that.”In this episode I'm inviting you to reflect on whether you might be undercharging, and how to make pricing decisions that feel right and fair for you.And if working together has been on your mind, this is your heads - up to take that next step before my new prices come in from January 2026.Key topics and timings:0.14 – Why talking about pricing is awkward.0.44 - Why this episode is for my fellow 'terrible businesswomen' who go over the top for thier clients and feel bad about money.1.30 – One-to-one coaching: what’s changing and why.2.30 - What 1-1 support includes.3.58 - Louise shares what it’s like to be coached by me.6.48 - Membership price increase: what’s included and why it’s going up.7.12 - The impact of community, support, and being seen8.50 - Client example, Sarah Jones.14.12- Sarah’s journey from invisibility to impact.18.07 - How benchmarking my pricing helped with this process.19.17 - The ways I'm investing in myself for 2026 - Emotions Coaching Practitioner Training.21.34 - How pricing low impacts on how you feel and valuing yourself.22.30 - What knocked my confidence with pricing.23.30 - Why I can look in the mirror and feel OK about what I charge and straightforward offers.25.34 - Pricing in a way that feels good and is fair to you.26.15 – Final reflections on money mindset, growth, and doing what feels right.27.13 - What to do if you want to work with me.Links mentioned in this episode:Is my Pets Get Visible membership right for you?How to choose the right pet business membershipJane Ardern - putting you first in your pet business How much does pet business coaching cost?Different kinds of coaching for different stages in your businessHow to choose a pet business coachWhat is a pet business coachWhy I am an accredited Pet Business Coach

When you run a business, it can feel like you’re constantly bombarded with new things you need to be doing.You wear plenty of hats anyway, from doing the actual work, to social media, your accounts, keeping on top of your orders and appointments.And on top of that, in the ever-changing online world, with so many ways you can get your business seen at your fingertips, there’s an endless barrage of information on stuff you need to do.There will be times when what you need is directive support, for someone to say, ‘You need to.’And there will be stages where you’ll need space to think about what you need, and you might benefit from someone to pose that question to you.In this episode, I talk about the two approaches, what coaching is, what mentoring is, and some things to consider when it comes to working out what you need.Plus, your options if you’re looking for support.Key topics and timings:0.20 - Episode outline.0.45 - Pets Get Visible sponsor message.1.24 - The 'You need to' challenge.3.25 - How it can feel like you've run back into the thing you tried to get away from, being micromanaged.4.45 - Working at your own pace.5.30 - When I DO tell people what to do.7.16 - The difference between coaching and mentoring, 8.34 - Keri Squibb Pets Get Visible review.9.48 - The three kinds of coaches I see in the pet business space.13.28 - The coaching support I'm having at the moment.14.40 - Having an unshakable belief in what you do.15.00 - Why it's up to you to decide what success is for you.16.30 - What person centred coaching is.17.50 - What happened when I decided to go freelance.20.02 - Training to be a coach in 2022.21.14 - Tools in the planner that can help you figure out what you need.22.30 - What kind of support would help you?23.00 - How to get in touch if you'd like to work together.Links mentioned in this episode:Join Pets Get Visible: https://rachelspencer.co.uk/pets-get-visible/Buy a 2026 planner: https://rachelspencer.co.uk/product/pet-business-content-planner/Further reading/listening: What is a pet business coachShould you buy the Pet Business Content PlannerWhy I am an accredited Pet Business CoachIs my Pets Get Visible membership right for you?Different kinds of coaching for different stages in your businessHow to choose a pet business coach

Are you already feeling like you’ve got a plan for 2026 or looking for some inspiration?If it’s the latter then carry on reading because in this post and podcast episode, I’m sharing 12 lessons from the online planning day I ran recently.As well as the key areas covered in training, You’ll hear from the pet professionals who were there on the day and what works for them.Whether you're all set for 2026 or thinking of the year ahead, I hope these give you a feeling of clarity, some  reassurance, and maybe a few ideas to try out for yourself.Key topics and timings: 0.20 - What to expect from the episode0.40 - What to expect from the 2026 Planner0.59 - Match funding for The Big Give and StreetVet2.30 - Planning support for 2026 and your options2.45 - About the five pet professionals who shared their stories7.14 - Lesson 1 - People crave structure8.12 - Lesson 2 - Be flexible9.43 - Lesson 3 - Keep checking to see what's working11.14 - Lesson 4 - Plan for Jan = positive start for 202611.39 - Lesson 5 - Don’t forget how amazing you are13.05 - Lesson 6 - Think of your content as a time capsule13.33 - Lesson 7 - Energy is what will make a difference14.22 - Lesson 8 - Being visible is SCARY15.09 - Lesson 9 - Focus on what matters to you16.07 - Lesson 10 - Stay on your own to-do list18.05 - Lesson 11 - You don’t have to do it on your own19.17 - Lesson 12 - Make sure you're connected20.38 - Ways to work together for 2026Links mentioned in this episode: Planner Club: https://rachelspencer.co.uk/product/pet-business-planner-bundle/Pet Business Content Planner: https://rachelspencer.co.uk/product/pet-business-content-planner/Check out Pets Get Visible - My membership for support, coaching, content ideas and connection all year round. It's currently £30/month (going up to £45 in 2026).Head here: https://rachelspencer.co.uk/pets-get-visible/Related postsShould you buy my Pet Business Content PlannerWhat is The Planner Club and should you join?The importance of looking back and seeing how far you've comeChoosing the right pet business membershipIs my Pets Get Visible membership right for you?

Jade Statt is the co-founder of StreetVet, a charity supporting people affected by homelessness and their pets.Jade, her co-founder Sam Joseph, and their volunteers, support animals in 23 locations in the UK and there are 350 vets and nurses who are part of StreetVet.It all started when Jade, a vet, was on a night out in London in 2016, and saw a homeless man whose dog had a painful skin condition.She was desperate to help but couldn’t, and the image of that dog stayed with her, so she decided she wanted to make a difference.Jade began going out and treating animals on the street, then connected with Sam, who was doing the same, and StreetVet began in 2017.In this interview, Jade shares their story, the many hurdles and challenges along the way, and how you can support the work they do.Scroll down for all the links to connect with Jade and support StreetVet. Topics and timings: 0.20 - Episode outline.1.22 - Jade on how she started StreetVet-ing in 2016, and founding the charity with Sam Joseph.2.32 - The volume of volunteers working in the UK.3.12 - The different kinds of animals StreetVet support from dogs and cats to rabbits, birds and snakes.5.29 - Trust and some of the challenges Jade and Sam and their colleagues needed to overcome.7.00 - Working with regulations to ensure vets were able to go and offer support.8.39 - Connecting with Josh Coombes of Do Something For Nothing and how that helped build trust with the homeless community.10.32 - The message Jade wants people to understand about people living on the streets with their pets and why they sacrifice a home to be with their pet.14.45 - How the difficulties with the rental market and the cost of living crisis combined could lead to more pet owners being on the street.16.36 - How 9/10 hostels don’t allow pets and why StreetVet started the Accredited Hostel Scheme.17.39 - The Purina Better With Pets Prize and how this has supported the hostel scheme and now 60 accept pets and 50 are now being ‘onboarded’ to have the right set up for pets.21.32 - What working with Purina has meant for StreetVet and how a corporate relationship works.23.33 - The StreetVet film and why it was so vital to create a film with the sensitivity it deserved.26.49 - How the Big Give is boosting funds for StreetVet and how buying a copy of my Pet Business Content Planner between 2nd - 9th December 2025 will mean £5 is donated. This is fund matched meaning the charity will be given £10.28.07 - Some of the stories in the film - Debs and Bluebell and working with Steph Keelan to ensure StreetVet was represented appropriately.32.30 - Jade shares some of the ‘ugly moments’ of the StreetVet experience and managing the charity along with her work as a vet.35.30 - Why collaboration is important for StreetVet.36.53 - Dean Coleman, one of Jade’s clients who passed away and how losing him impacted on Jade.39.23 - Reflective practice and emotional support for volunteers with Rosie Allister from Vet Life.41.46 - How being a StreetVet has impacted on Jade’s mental health.45.07 - How the awareness and support around mental health has changed.46.30 - Homeless people cite their dog as their ‘support network’ research. 48.06 - Ways you can support StreetVet as a business.50.06 - The Big Give and the boost this can give by doubling donations - this year’s target is £60,000.51.03 - The Human Animal Bond Day on July 26th.52.07 - What’s next for Jade and StreetVet and having vets and nurses in new locations, with the goal of two new locations a year for the next two years.54.01 - Ways to connect with StreetVet.Key quotes:"If you were made homeless tomorrow, would you give up your pet? Most people say no -but have you really thought what that means?""There may be nothing else going well for that person, but that dog is their anchor in a chaotic life.""The commitment these owners show - putting their pet before themselves at every turn - is humbling.""StreetVet gave Dean a purpose, and now he’s part of our legacy. We honour him every day in our work.""The reality of life on the street is one of love, sacrifice and survival—and our film gives voice to that story."Links mentioned in this episode:Watch the new StreetVet film on YouTube: https://www.youtube.com/watch?v=9h_FhJO3xHkFind out more about The Big Give: https://biggive.org/charities/StreetVet’s Accredited Hostel Scheme: https://www.streetvet.co.uk/streetvet-accredited-hostel-scheme/The Better with Pets Purina Prize: https://www.purina.co.uk/our-impact/better-with-petsHuman-Animal Bond Day: https://www.human-animalbondday.com/eventsFollow Josh Coombes/Do Something for Nothing: https://www.instagram.com/dosomethingfornothing

Have you bought a planner because you want to feel more organised, calm and in control of your pet business in 2026?It’s normal to start the year with good intentions of how you’d like things to be.And with a plan that you can keep checking back in on and that prompts you to look at your progress, the goals you set for yourself for the year ahead can become a reality.Whether you’ve bought a copy of my Pet Business Content Planner or you’re looking for inspiration for using any planner, this post will help you get the most of the planner you’ve invested in.Key topics and timings in this episode:0.20 - What to expect from this episode.2.08 - What the planner has inside and the different elements, the diary, awareness days, goals and reflections, quarterly planning, and coaching exercises.5.30 - What a planning power hour is and how to have one.8.15 - The importance of taking time to reflect each month.9.40 - Building a habit of using a planner.11.58 - Case study - Clare Ware from Insight Hounds.13.01 - Using the Words for When section when you need support or get stuck.15.24 - Having a monthly and quarterly check-in to see your progress.18.39 - About the Planner and the Planner Club.Links mentioned in this episode:The planner is £40: https://rachelspencer.co.uk/product/pet-business-content-planner/Join the Planner Club here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/ Further reading/listeningShould you buy my Pet Business Content Planner and Companion?What is the Pet Business Planner Club and should you join?Is my Pet Business Planning Event right for you?How to use awareness days in your pet business contentNavigating the rollercoaster that is running your own businessThe importance of looking back and seeing how far you've come Why every pet business should have a win folder

Kate Hendry is the founder of Finbo Studio - a branding and design agency that helps pet businesses create a visual identity that feels just like them.In this episode, we talk all about how your brand is so much more than just a logo – and how to put yourself out there in a way that feels good.Kate is the brilliant brain behind the design of my planner, and she’s worked with loads of amazing pet brands to help them stand out, tell their stories, and grow businesses they’re proud of.We talk about how she went from drawing wildlife prints for her son Finn’s nursery and selling them in an Asda car park, to creating brands that go on to win top industry awards.We cover the mistakes she’s made, the moments that made her want to give up, underpants on the radiator, and what it takes to build a business that reflects who you are.Kate explains what good branding is really about - not just colours and logos, but clarity, confidence, and creating something that supports you to show up. She also shares how feeling invisible shaped the way she now helps others feel seen.We chat about why we need to stop overthinking, how to be brave in our content, and why sometimes the hardest part of business is saying the thing you really want to say.I really hope you love this episode, and that it leaves you feeling a little bit braver when it comes to being yourself.You’ll find all the links to connect with Kate at the end of this post, along with a summary of our conversation.Key topics and timings:0.20 - Episode overview.2.53 - Kate’s introduction and background.4.02 - How Kate’s self-employment business started with creating wildlife illustrations and prints for her little boy Finn and selling them in Asda car park.7.07 - Understanding profits and margins and why Kate stepped away from her product business.9.21 - How Kate uses the experience she made with her product business to support her clients in her new business.13.35 - How Kate fell into the niche of working with pet brands.18.05 - The process of helping a pet brand work out how to bring their brand to life and represent themselves in a way that feels right and reflects how they are.23.51 - How her clients are the key for helping Kate bringing their brands to life with a case study with Kate Hart from The Sniffer Shop.25.50 - The research process and how the passion of the business owner is brought into branding.27.59 - How the branding and strategy and design is implemented across the business.31.45 - How a visual identity project worked for Nina Fotara from The Confident Canine.35.21 - How Kate would brand herself.40.29 - The confidence you get from feeling the impression you’re putting out into the world reflects your business properly.43.29 - Why Kate’s own experience of feeling invisible and wanting to be ‘small and quiet’ makes her so passionate about supporting her clients in feeling good about being seen.48.55 - Originality and authenticity and how this makes running your business easier.51.24 - Being brave with your content.52.14 - How Kate is feeling more confident with sharing her thoughts and feelings and not being scared of being divisive and how posting your opinions will help you stand out. 54.45 - Kate’s advice for people who want to stand out and why you don’t need to be polished and professional.57.08 - Our sharing things you’re a bit scared of saying challenge!1.01.52 - Where to find out more about Kate.Links mentioned in this episode:Find out more about Kate on her website: https://finbostudio.co.uk/Learn more about The Sniffer Shop: https://thesniffershop.co.uk/Learn more about Nina at The Confident Canine: https://confidentcanine.co.uk/Further listening/reading:Kate Hart on creating Nose Joy with The Sniffer ShopShould you buy my Pet Business Content Planner?What is The Planner Club and should you join?Should you join my Online Pet Business Planning event?

If you’re feeling overwhelmed by all the things you’re told you should be doing, and you're craving some space to figure out what actually works for you, this episode is for you.I’m talking about my 2026 online content planning day - what it includes, how it works, who it’s for (and who it’s not for), and why it’s part of my new offer, the Planner Club.But more than that, I share why this isn’t about giving you another strategy or a list of things to add to your already full plate. It’s about giving you space, support, and structure so you can trust yourself, get clear on what you want in 2026, and build a plan that fits your business - not someone else’s.Topics and timings in this episode:0.20 - Episode outline and what to expect.0.35 - About the 2026 Pet Business Content Planner.1.45 - What is the event all about and why the online event I’m running is different in articulating what you’re really charging for.3.20 - Why the event is about having time and space to work out what you want for 2026.4.20 - The structure of the event, timings and what will be covered.5.00 - Benefits of the Planner Club (the event is part of this)6.51 - Why the event isn’t about teaching, it’s space for you to think about the year ahead.7.30 - The problem with using someone’s system.8.30 - Why keeping it simple can be key for figuring out what’s right for you?8.50 - Rachel Vigers from Rock Consulting and her framework - Direction, Connection, Impact and Differentiation.9.30 - How different ways of communication work for different personalities.11.22 - Why I won’t be starting a YouTube channel or going on TikTok.12.30 - Why I don’t do video.13.50 - Why I want my event to be the opposite of the noise we hear about all the things we should be doing.14.16 - Who the event is not for.14.28 - Who the event is for.15.26 - Self-trust and why it’s the opposite of waiting for the magic bullet that will save your business.Quotes from this episode:“The problem with someone else’s system is - it’s someone else’s system. It might be amazing for them, but it doesn’t mean it’ll work for you.”“I don’t want to add more to your list. I want to help you focus on what you want to do next - without all the noise.”“This event isn’t about teaching or telling you what to do. It’s about giving you the space to think clearly about your 2026.”“Self-trust is the opposite of chasing trends. It’s knowing what’s right for you and building your business your way.”“I’m not going on YouTube. I’ve got false teeth, a broken nose, and a lifetime of insecurities - and I’m still building a business that works for me.”Links mentioned in this episode:Denise Duffield Thomas - What are you really charging for? https://www.denisedt.com/blog/what-are-you-really-charging-forShould you join my Planner Club? https://rachelspencer.co.uk/the-planner-club-pet-business/

Bleu Stessia is the founder of My Cat Grass - the UK’s only fully compliant producer of fresh cat grass.Back in 2018, Bleu had the idea to create his own grass after Monty, his British Shorthair, suffered from intestinal problems caused by his thick coat. Determined to find something to help him, Bleu decided to try cat grass, and started growing it on his windowsill to support Monty’s digestion, and found it made a huge difference.Then friends and family asked him to supply cat grass for their pets, and he started exploring what it might be like to turn it into a business.Now, eight years later, Bleu has supported cats and their families all over the world in living healthier, happier lives.He’s campaigned for cat grass to be recognised as a pet food, worked with vets, DEFRA, the Food Standards Agency and so much more and he’s on a mission to improve feline nutrition.In this episode, Bleu talks about how stepped away from a career in IT to start My Cat Grass and the many hurdles he’s overcome. He talks about the years of research, the legislation challenges, and the utter determination it took to build a brand grounded in science, ethics, and care.Plus, his drive to raise standards across the industry, the rise of indoor cat ownership, and why putting cats’ wellbeing ahead of profit has always been his guiding principle.You’ll find all the links to connect with Bleu at the end of these show notes.Topics and timings in this episode0.20 - What to expect from this episode.2.04 - Bleu’s background and how he came up with the idea to make My Cat Gras.4.27 - Monty, the British Short Haired cat who inspired My Cat Grass.8.10 - What it was like to go from supplying friends and family to creating a business.13.31 - Navigating legislation and the steps Bleu went through to make sure the claims he made were scientific and that the the product was exactly as he wanted it to be.15.41 - The benefits of cat grass.22.49 - How the changes in cat lifestyle, for example more cats living indoors since lockdown, has impacted on My Cat Grass and cat health in general. 27.35 - Bleu’s hopes to work with other pet professionals now the work around having My Cat Grass defined as a pet food is complete.31.02 - Why it was so important to ensure the product was safe, organic and defined accurately. 35.19 - The Cat Show Live, events and getting the word out there about My Cat Grass. 36.51 - What it’s been like meeting cat owners.39.17 - Bleu’s experience talking about My Cat Grass at the PIF Business of Pets event.41.16 - The next challenge, working with pet stores to stock My Cat Grass.43.16 - What it’s been like meeting pet store owners and the response he’s had.51. 51 - What’s next for Bleu and My Cat Grass.57.11 - Why Bleu was so determined to make sure he did it right, despite the costs and battles, and why he chose to take the path that benefited cats in the long run.58.53 - Where to find out more about Bleu and his work.Links mentioned in this episode: Find out more about Bleu and My Cat Grass on his website: https://mycatgrass.co.uk/Connect on Instagram: https://www.instagram.com/mycatgrass/Follow on Facebook: https://www.facebook.com/mycatgrass/Connect with Bleu on LinkedIn: https://www.linkedin.com/in/bleu-stessia-6b394967/Further reading/listening Takeaways from the Pet Industry Federation Business of Pets conference 2026How Victor Carpio is improving cat health with The Dental Wand.Clayton Payne on what he’s learned from 30 years in the pet industryIn the spotlight with Katie Gwilt from The Kat Lady How to grow at cat business you love with Katie Gwilt Should you buy my pet business content planner

Gemma Stocks is the founder of The Herbal Dog Co - the biggest pet brand on TikTok which she built after making natural products for her own dogs at home.It all started back in 2017, when she was struggling to find natural solutions to treat skin problems for her own pets and began making concoctions for her poorly rescue dogs Benson and Lola from her kitchen table.Gemma was working in hospitality, and had an interest in health brands for humans and wondered what it might be like to do the same for pets.Wanting to do the best for her own dogs, she started experimenting with natural remedies and raw feeding, learning about herbs after work and building a range that now has a huge following across the UK.Gemma talks about how being dyslexic and having ADHD has shaped how she runs her business - from her simple messaging to making sure no customer ever feels stupid or isolated.We also chat about TikTok - how she said no to Dragon’s Den, then later joined TikTok Shop after being approached by someone who used to work on the show. She talks about going live when no one was watching, the behind-the-scenes graft, and why being consistent when it was the last thing she wanted to do led to making £1million on the platform.Plus, why she thinks self-care sometimes looks like trashy romance novels, and why making mistakes is something to be proud of.All the links to connect with Gemma and find out more are at the end of this post, and you can listen to the full interview using the player link below.Topics and timings in this episode: 0.20 - What to expect from this episode.1.36 - Gemma on how she went about creating the Holland and Barratt of the pet world and how her business grew.3.40 - How Gemma learned about food as medicines through her old role working restaurants and hospitality.4.10 - Doing her own DIY raw feeding and supplements for her own dogs and how this led her to explore her own solutions.7.08 - Finding her customer base and talking in layman’s terms to her customers who are trying to figure out what’s best for their dogs.9.56 - How Gemma connected with a former vet and herbalist to ensure what she was creating was the best she could offer.11.38 - Regulation and the supplement industry for pets.13.02 - Connecting the dots between the trends in human spending and matching this with the change in how we were treating our pets.16.17 - Juggling her day job with running her new brand.18.54 - Using what she learned from her old role to build an audience and community, working with groomers and people in the pet industry and growing the Herbal Dog Co.23.22 - Having her first office/warehouse at the back of a friend’s pet shop, and taking on her first employee Hazel.28.55 - How the team has grown since and how she maintains morale with her staff.34.51 - The ways Gemma brings her company culture and behind the scenes at The Herbal Dog Co into her content.41.33 - Why Gemma’s own experience of being dyslexic growing up shapes the way she communicates with her audience.46.22 - Choosing TikTok shop over Dragon’s Den and how Gemma chose to take a leap of faith on the video platform which led to her making £1 million!57.21 - What else has worked for Gemma in raising the profile of The Herbal Dog Co.1.06.21 - Gemma on her biggest mistakes.1.12.03 - The self-care steps Gemma follows.1.16.02 - How Gemma is now supporting other brands who want to learn about TikTok.1.17.53 - Where to learn more and connect with Gemma. Links mentioned in this episode: Watch Gemma's video of Gigi settling in: https://www.instagram.com/reel/DOfymFFjSf1/?igsh=Zm95d2t5OWs1bDg1Visit The Herbal Dog Co website: https://herbaldogco.com/Follow on TikTok: https://www.tiktok.com/@herbaldogcoFollow on Facebook: https://www.facebook.com/HerbalDogCo/Connect on Instagram: https://www.instagram.com/herbaldogco/Resources mentioned in this episode: Pet Business Content Planner Companion: https://rachelspencer.co.uk/shop/Gemma’s new TikTok training services The Herbal Cat Co: https://herbaldogco.com/product-category/cat/Natasha Courtenay-Smith’s podcast: TikTok, ChatGPT and the new gatekeepersFurther listening Gemma Glover from The Pet Carpenter on making beautiful furniture for petsNatasha Courtenay Smith on keeping up with the content monstersVictor Carpio and how a rescue cat in a sewer inspired the Dental WandWhat it’s like to go on Dragon’s Den with Debbie Greaves from Barking BagsWhat it’s like to go on Dragon’s Den with Aneisha from ScrumblesMy beer garden lightbulb moment with Jessica Morris from The Canine MenuShould you buy my pet business planner?Is my Pets Get Visible membership right for you?

Key topics and timings in this episode: 0.20 - What to expect from this episode and the chat with Kirsty.1.41 - Kirsty on her background in the pet industry.2.47 - How Kirsty went from running her hydrotherapy business to creating her own tool.3.54 - Deciding to sell her business and change direction.5.18 - How her experience shaped what she’s made with Pet Biz AI.8.00 - Getting her head round technology as a business owner who has dyslexia.11.01 - Kirsty’s advice for people who might be wary of AI.15.01 - What the Pet Biz Ai system looks like.20.00 - Taking the pressure off yourself to keep up.21.45 - Using Q and A to make sure the AI overviews pick up on your content.24.49 - How pet professionals can utilise AI search, Reddit and reels to be found.27.04 - Ways businesses are using Pet Biz AI.31.50 - Other ways AI can help in life from counselling to trading standards complaints!34.28 - How context windows work.37.46 - The importance of the personal touch and putting your personality and tone of voice in your content.42.35 - How hallucinations work and making sure you check the AI output.45.09 - Treating AI like an intern not an equal.47.52 - Kirsty’s thoughts on the future of AI for pet professionals and how it can make life easier.51.39 - What’s next for Kirsty and how to get in touch.Links mentioned in this episode:Kirsty on why winning awards will help your pet business grow.How ChatGPT, TikTok and Shopify are the new gatekeepers podcast with Natasha Courtenay Smith. Links mentioned in this episode:Connect with Kirsty on her website: Pet Biz AI websitePet Business Content Planner & CompanionFollow Kirsty on LinkedInFurther reading/listening on this topicKirsty on why winning awards will help your pet business grow.How ChatGPT, TikTok and Shopify are the new gatekeepers podcast with Natasha Courtenay Smith.Key takeaways from the Business of Pets Conference 2025 Download my free social media calendar 10 ways to use ChatGPT to make your life easier (this post is from 2023)

Running a pet business is full-on, and when it comes to planning, it can feel like yet another thing on your never-ending to-do list. That’s exactly why I created the Pet Business Content Planner - and this year I’ve created more support to help you use it, The Planner Club.If you’ve clicked on this episode, chances are you’ve either grabbed a copy of the 2026 planner already or you’re thinking about it. Maybe you love the idea of being organised and consistent with your marketing - but also know you need a bit of structure and support to make it happen.This podcast will help you figure out whether the planner club is right for you. I’ll walk you through what’s included, how it works, and what you’ll walk away with by the end of the year.Topics and timings:0.42 - About the Pet Business Content Planner.1.30 - New things in the Pet Business Content Planner for 2026.2.38 - Why I decided to create The Pet Business Planner Club to go alongside the planner. 3.10 - What the Planner Club will help you do.3.46 - What you get in the Planner Club.4.35 - Online Planning Event.5.10 - How the quarterly planning sessions work. 6.55 - How the coworking mornings work.8.16 - Tracy Brind on her thoughts on the online coworking.9.00 - Days for the coworking morning.9.40 - Why I’m capping the Planner Club at 50 seats.10.09 - Who the Planner Club is for and not for.10.43 - Discounts for Pets Get Visible members.11.21 - Why I’m separating planning from coaching for 2026.11.45 - My background and credentials as a coach.12.05 - What’s inside Pets Get Visible.13.19 - Why I’m putting up my prices for Pets Get Visible for 2026.13.55 - Where to go to join the Planner Club or Pets Get Visible.Links mentioned in this episode:Should you buy my pet business planner? https://rachelspencer.co.uk/should-you-buy-pet-business-content-planner/Buy a planner: https://rachelspencer.co.uk/product/pet-business-content-planner/Join the Planner Club here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/Find out more about Pets Get Visible: https://rachelspencer.co.uk/pets-get-visible-right-for-you/Learn more about Kate from Finbo Studio: https://finbostudio.co.uk/

Claire Harris is the founder of Pets 2 Places - the UK’s first pet taxi franchise and talks about why she's on a mission to educate owners about pet travel safety.Her business started back in 2014 when Claire had the idea to make a taxi service for pets, and with a £10 phone and a handful of leaflets.She was supporting elderly people in her old role in another business, and was asked about helping get pets to the vets.Claire gave the concept of ‘Pets to Vets’ a try, walked round vets with her leafets, and her business expanded, rebranded to Pets2Places in Milton Keynes and has grown into a national business helping people and their pets travel safely.As well as transporting animals, Claire feels so passionately about making sure when they’re travelling, pets are safe, and created Pet Travel Safety Day to educate owners around doing their best for their pets when they’re in the car.This happens every July 1st, the day wearing seatbelts became compulsory, and now Claire is working on creating her own crash tested travel equipment for pets and has become one of the UK’s leading campaigners for pet travel safety.She talks about the lack of proper safety standards when she started out, and how she taught herself everything from scratch, plus how being visible has helped.  All the links to connect with Claire and learn more about her work and Pet Travel Safety mission are at the end of this post. Key quotes in this episode: “People don’t know what they don’t know. I used unsafe equipment at first because there was nowhere to learn from. That’s why I now share what I’ve learned.”“I want people to look at their dog and ask: ‘Would I want to crash in a car like that?’ Because that’s what we’re putting them through.”“I started with a £10 phone and a top-up card. Now I’ve created a franchise, designed a safety product and started a national campaign. It’s grown because I believe in it.”“This business is about more than pets - it’s about people. Some of the clients we support haven’t left their house in months. We’re a lifeline.”“I didn’t set out to be a campaigner, but I couldn’t ignore what I was seeing. Once you know better, you have to do better.”“Being visible has helped me reach more people - but it’s also helped me stay accountable to my mission.”Topics and timings in this episode0.20 - Introduction to the episode.2.28 - How Claire’s Pets2Places business happened by accident.7.12 - What is was like starting out and how Claire went round her local vets with leaflets and her business grew. 11.22 - What travel equipment was like when Claire started out and what she’s learned. 14.36 - What set Claire off on her mission to learn about pet travel safety, and how she went about building her expertise in the area.19.11 -  What the law says about pet travel (and what’s missing).21.16 - Claire’s education and awareness work and Pet Travel Safety Day on July 1st.23.54 - What Claire’s taxis look like when it comes to equipment and keeping the animals she cares for safe.25.43 - The impact of being in an accident with an animal and how dangerous unrestrained pets in the car can be.27.30 - Some of the experiences Claire has heard of with animals being loose and the tragedies that can happen.30.05 - Claire’s plans to create crash tested ISO standard travel equipment for animals and her work campaigning for the government to take Pet Travel Safety more seriously.32.05 - Member story from Sarah Jones from My Anxious Dog.33.07 - Claire’s frustration that animals are ignored when it comes to travelling safely when we’re a nation of pet lovers. 34.11 - Her recommendations for pet owners who want to make sure their dog is safe.36.02 - The problem with the market at the moment and things to consider if you’re making a pet travel product to protect the pet and the people in the car.38.34 - The product she’s developing and what makes it different as she’s working with vets, engineers and product designers.41.14 - The range of products she’s planning to make, from robust and hardwearing for pet pros and cuter designs for younger pet owners.44.21 - The growth of Claire’s pet transport business, and how it’s an ideal opportunity for people who love pets and want to support the human and animal relationship.46.31 - The most effective communication channels for getting her Pet Travel Safety message out there and getting in the press.48.54 - How Claire’s passion has helped her become an authority and expert in her field.51.38 - Dealing with rejection and how this has made her more determined to keep moving forward.54.34 - How self belief and grit and determination has helped Claire keep going.55.31 - Where to find out more about Claire and her work. Links mentioned: Find out more about Claire on her website: https://pets2places.co.uk/Follow her on Facebook: https://www.facebook.com/Pets2PlacesMiltonKeynes/Connect on LinkedIn https://www.linkedin.com/in/claire-harris-80780512a/ The Kurgo harnes

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: @rachelspencerukStreetVet Charity: streetvet.org.ukCharlotte Faith (UK templates): caninemarketingsupport.co.ukBella Vasta (US templates): jumpconsulting.netFurther reading and listeningHow 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 mediaHow to use awareness days to promote your pet businessIs 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 ComedieWhy every pet business should have a win folderWhat kind of coaching style is right for your pet business?Why community matters for you and your pet business

Gemma Glover is the co-founder of The Pet Carpenter, a family business creating beautiful, bespoke pet furniture that looks good in your home and supports your pet’s wellbeing.The brand began during the pandemic when her brother Harry, a carpenter, was asked to make a pet bedroom - and from that first piece, the idea quickly grew.In this episode, Gemma shares how they turned a chance request into a thriving business, the impact of going viral on Instagram, and how they’ve dealt with trolls, copycats, and even a devastating fire in their first year.She also talks about their campaigns around crate confidence, the collaborations that have strengthened their message, and the lessons she’s learned about marketing, customer service, and staying true to your values.If you’ve ever wondered how to grow a product-based business with heart, this conversation is packed with inspiration.Key topics and timings in this episode: 0.20 - What to expect from this episode.2.27 - How The Pet Carpenter started as an accident in the pandemic.5.15 - Gemma shares how the business grew from that first pet bedroom to a workshop and running a team and the different things they did to reach people about the new products.8.02 - How they coped with a devastating fire at their workshop and starting all over again.10.39 - What life is like behind the scenes at The Pet Carpenter.12.51 - What it’s like to have rapid growth and go viral plus coping with trolls.15.05 - The Pet Carpenter campaigns and how Gemma plans and implements them. 17.51 - How to make meaningful collaborations happen.21.05 - Instagram and how Gemma has worked on the platform.23.08 - Using campaigns and conversations to stand out. 26.04 - Strategies for reaching different types of audiences.29.12 - Trying different platforms for marketing.32.53 - What it was like presenting at the PIF Business of Pets Innovation Prize 2025.34.36 - Making the decision to be a lead generation website rather than buy off the shelf.39.31 - The non-negotiable tasks Gemma does to keep her business moving forward.45.22 - How Gemma navigates working with influencers and dealing with cheeky requests.47.39 - How pet professionals and other brands can work with Gemma.51.27 - Coping with challenges, from copycats to mean influencers.57.57 - Trademarking and how Gemma has protected her brand. 59.53 - Gemma’s self-care go-tos.1.01.39 - What’s next for The Pet Carpenter and how to get in touch.Links mentioned in this episode: https://www.thepetcarpenter.co.ukInstagram: https://www.instagram.com/thepetcarpenter/Facebook: https://www.facebook.com/thepetcarpenterYouTube: https://www.youtube.com/@thepetcarpenterTikTok: https://www.tiktok.com/@thepetcarpenterPinterest: https://uk.pinterest.com/thepetcarpenter/LinkedIn: https://www.linkedin.com/in/gemglover

When Victor Carpio rescued a tiny kitten from a sewer in Peru, he had no idea it would lead to him inventing a product that would help thousands of cats all over the world live healthier lives.Victor is the founder of Inventorcat and the creator of the Dental Wand - which is a toothbrush and fun play toy for cats.The inspiration came from his own cat, Lilo, who he’d adopted after rescuing him that night in Peru.Victor wanted to be the best cat dad, and it was when he learned that he should have been brushing Lilo’s teeth and hadn’t that he decided he wanted to change.And when he tried to find something so he could brush his cat’s teeth and struggled, he decided he’d try to find a solution himself. What came next was years of research, prototypes, testing, and feedback - and ultimately to the product he pitched to the Dragons on BBC’s Dragon’s Den.In this episode, Victor talks about that eureka moment to launching his business, facing resistance in the industry, navigating burnout and personal challenges, and growing Inventorcat into a brand that will improve the lives of cats all over the world.We also chat about what it’s like to go against the grain, build something new in an industry that doesn’t always welcome change, and why he’s so passionate about making life better for cats - and the people who love them.Topics and timings in this episode: 0.20 - What to expect from this episode.2.01 - Victor on his role in the pet industry.4.35 - The story of rescuing Lilo in Peru.8.24 - Discovering the challenges of brushing cats’ teeth.11.55 - Victor’s background in business and innovation.15.02 - Turning an idea into a real product.20.30 - From bristle glove to Dental Wand. 24.40 - Market research and the reality of cat dental care.28.51 - Educating cat owners and working with other people in the pet industry.30.25 - What it was like to be on Dragon’s Den and how he thought he was going to faint before they opened the ‘lift doors.’35.02 - How speaking about the why and values behind his product meant that Deborah and Peter became his cheerleaders live on the show.38.04 - What it’s meant for Victor, moving from DTC to B2B thanks to the exposure from being on TV.41.43 - Shifting to working with large retailers, shows and exporters.43.10 - Being taken seriously with industry experts and bodies like the British Veterinary Dental Association. 44.05 - How awards help with credibility.46.14 - Why 2025 is the year of the cat and how the industry is now seeing that cats have different needs and products.49.03 - How pet professionals can support change. 53.07 - How pet pros can use their own community when they want to carry out research as well as local community groups.55.13 - The things Victor has done which have been against the grain, and how it worked for him. 59.16 - What’s next for Inventorcat and how to connect with Victor.Links mentioned in this episode: Find out more about Inventorcat on their website: https://www.inventorcat.co.uk/Connect with Victor on LinkedIn: https://www.linkedin.com/in/victorcarpio/Follow on Facebook: https://www.facebook.com/inventorcatcareFind Inventorcat on Instagram: https://www.instagram.com/inventor_catOn TikTok: https://www.tiktok.com/@inventorcatJoin the Clubhouse: inventorcat.co.uk/clubhouseWork with Inventorcat: [email protected]

Just two years ago Kate Hart was making scentwork kits as a treat for her dog training clients and now she's sending them out to dogs all over the world.Kate's gadgets and goodies went down so well that she decided to make them as a 'side hustle,' with her engineer husband Marcus and created a workshop at their home in Bristol. In this episode, Kate talks about how she became a dog trainer after a terrifying accident where she broke both her legs, and then specialising in scentwork.She talked about what it's like to follow a bit of a hunch when you might be onto something which is exactly what happened with her scentwork kits.We talk about lots of the tough stuff that happens as you try to build something new, and how Kate has coped with rapid growth and success.Plus awards, visibility, the kind of support that has helped her, and why it is ok to get excited about what you do, because people will pick up on that and get excited for you, and when that happens, good things come.I LOVED this conversation so much and I hope you do too. All the links to learn more about Kate are at the bottom of this post. Key topics and timings in this episode: 0.20 - Episode overview.1.23 - How Kate found herself working as a dog trainer. 3.50 - How a life changing industry led her to have a career change from her old life as a nurse and researcher in the NHS.6.46 - What it was like to start again with a new career as a dog trainer.7.45 - Using her experience in the NHS to build relationships and using her transferable skills.9.23 - What helped Kate when it came to growing her dog training business.13.36 - Kate’s lightbulb moment and why she decided to niche into scent work and making her own products which she tested on her own clients.18.20 - Behind the scenes in Kate and Marcus’ Sniffer Shop warehouse.23.19 - Testing out her products with her six Labradors and how the Sniffer Shop has grown.25.04 - What it was like going from making products as a side hustle to having an actual brand and bringing ‘Nose Joy for Dogs’ to life.27.07 - Exhibiting at Edition Dog Live and meeting her customers.32.18 - What Kate has learned from growing very quickly and the importance of goal setting and forward planning. 35.50 - The importance of trusting your gut.37.20 - What’s helped during the challenging times.38.35 - Pets Get Visible review from Heather Stevens.39.55 - Kate’s highlights from the last two years.42.24 - The volume of products Kate is now sending out!43.55 - The joys of getting videos of dogs enjoying her products.45.12 - Why sharing your passion is important.48.41 - How Kate feels about being visible now.51.50 - What’s next for Kate. Links mentioned in this episode:Find out more about The Sniffer Shop: https://thesniffershop.co.uk/Follow Kate on Facebook: https://www.facebook.com/thesniffershopConnect on Instagram: https://www.instagram.com/thesniffershopVisit her dog training website: https://www.myhartdog.co.uk/Kate trained with UK Sniffer Dogs - learn more here: https://www.uksnifferdogs.com/Kate used Finbo Studio for her branding - check them out here: https://finbostudio.co.uk/Further listening/readingBuilding resilience as a pet professional with Andrew Hale The importance of looking back to see how far you’ve comeNavigating the rollercoaster of running a businessWhy community matters when you run your own business Karen Rhodes on her lightbulb moment to launch Luxury Dog Hampers

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 takeawaysJo’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 episode1.30 - Jo’s first dog portrait and how it all began4.10 - Why art was always her thing (and what took her away from it)7.30 - Moving from a creative agency career to working for herself10.15 - Starting over in her 40s and building a pet-themed business14.20 - Creating her first greeting cards and finding her niche17.40 - Building confidence and showing up online in her own voice21.00 - Finding her people through email and Substack26.10 - What helped her stop comparing herself to other creatives30.00 - Choosing slow growth and redefining success35.15 - Jo’s motorhome life and how she’s experiencing a different pace of business41.00 - Creating from joy instead of pressure45.20 - Selling at events like Crufts and what Jo has learned from in person shows and learning as she went49.10 - Creative burnout and how she protects her energy53.30 - What she’s learned about audience building and visibility58.00 - Jo’s advice for anyone starting (or restarting) something new1.02.00 - Why your version of success doesn’t need to look like anyone else’sResources mentioned in this episodeJo’s website: https://joscottart.comJo on Instagram: https://instagram.com/joscottartSubstack: 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/calendarConnect with Clayton on LinkedIn: https://www.linkedin.com/in/clayton-payne-a6772244/On Apple Podcasts: https://podcasts.apple.com/gb/podcast/pet-business-disruptors/id1759599442Listen on Spotify: https://open.spotify.com/show/1O6vFMl3vquGsl0tin2b6nRelated episodes:Should you buy my pet business content planner?Takeaways from the Business of Pets event 2025Reframing 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 businessTakeaways from the PIF Business of Pets conference 2024Lessons from Theo Paphitis SBS 2025

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 hear from member 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-visibleUse PGV50 at checkout to get your first month for £15 and it's £30 a month afterwards. Key topics and timings in this episode0.43 - this week's topic - my Pets Get Visible membership.2.30 - Why I created the membership to support people with a mix of coaching and visibilty training.3.28 - Changing my focus from press coverage to coaching.3.45 - The importance of confidence building and why I trained as an accredited coach to ILM Level 7 and Level 5 in Coaching and Mentoring. 5.10 - The different elements of the membership, coaching calls, workshops, member socials, resource library, coworking calls, learning library and Facebook group. 10.21- What happens on the co-working calls.10.50 - Nina Fotara from Confident Canine Dog Training talks about the co-working sessions.12.47 - How the coaching call works.14.56 - How the member socials work.15.35 - The Facebook group and what to expect in the community when it comes to support.16.00 - Common questions about the membership. 16.30 - Who the membership is for. 16.51 - Who the membership is not for. 18.55 - Final thoughts.19.39 - How to get in touch if you'd like to join - email [email protected] or find me on social media @rachelspenceruk.Links mentioned in this episodeHere's the link for your first month half price: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50If you want to join, head to the sign-up page here: https://publicityforpetbusinesses.mykajabi.com/pets-get-visibleOnce 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 thereFurther listening if you found this helpfulWhy I trained as a coach and what this means for your pet businessThe Trust Equation and how to use it to build trust in your pet business What’s your pet business culture and why it mattersNavigating the rollercoaster of running your own pet businessGetting comfortable, confident and consistent in your pet business marketing

In June 2025, the Pet Industry Federation hosted its third Business of Pets conference – a two-day event that brought together founders, retailers, marketers, investors, and innovators from across the pet industry.Held at Cranfield University, the programme was full of insight and inspiration. Across expert-led panels, hands-on workshops, and the ever-popular Innovation Award pitches, we explored what’s next for the pet sector – and how small businesses can not just keep up, but lead the way.In this episode, I’m joined by my friend and designer Kate Hendry from Finbo Studio, who I attended the event with. We’re sharing our reflections, notes and takeaways from across the two days – what we learned, what surprised us, and what we think matters most for small pet businesses in 2025 and beyond.We heard from industry names including Rachel Duffy of Naked Dog, Claire Hunter from Claire’s Comfy Canines, and Gemma Stocks of Herbal Dog Co, plus early-stage brands breaking new ground in areas like prescription access, AI tech, and ready-grown cat grass.There were sessions on crowdfunding, community building, scaling your business, and how to use AI tools practically (and without shame) in your day-to-day. And the Innovation Finalists across both days gave us plenty to get excited about.With so much packed into just two days, we’re using this episode to recap the standout moments – the speakers, ideas and strategies that stuck with us – along with links, timings and resources if you’d like to explore more.Topics and timings in this episode:Day One1.12 – Introduction to the conference and what to expect from this episode.2.09 – Attracting customers panel with Rachel Duffy (Naked Dog), Claire Huster (Claire’s Comfy Canines), and David Brown (ByTeddy)6.07 – Building community through local partnerships and sponsorships7.59 – Influencer marketing and affiliates with ByTeddy 10.55 – Understanding investment with Debbie Lewis (NatWest Accelerator) and the funding process14.18 – Crowdfunding success with Clara from The Muzzle Movement (raised £46,000 through her community)16.50 – Mindset blocks around funding and investment – and how not every business needs to scale17.33 – Turbocharging business growth with Martin Spiller (Cranfield University): KPIs, focus, and customer knowledge21.53 – Psychological safety in teams, letting go of control and building support25.13 – Keeping your passion alive in business and the importance of connection29.19 – Innovation Award pitches from Day One finalists: • 30.43 – Indoorcat Ltd/MyCatGrass – Ready-grown cat grass for feline enrichment • 33.01 – Inventor Cat – Dental Wand to reduce periodontal disease in cats • 33.43 – Pet Trust UK – Building a better centralised microchip and pet database • 36.11 – Petcare Technologies Ltd – Pawpal booking app for groomers, walkers, daycares • 37.39 – Petscribers – Affordable pet prescriptions and access to medication • 40.02 – The Clorox Company – Ever Clean Senior Cat litter formulated for older felines42.11 - Confessions of a Pet Entrepreneur with Liz Stout from No Bull and Gemma Stocks from Herbal Dog Co.Day Two 46.57 – AI & Tech panel: how AI is transforming the pet industry with Kirsty Skeates (PetBizAI.app) and Scarlett Trillia (Porter Labs)48.18 – Using AI to streamline client notes, content, and operations49.44 – What is PetBizAI and how it supports pet business owners51.45 – Different AI tools (ChatGPT, Claude, Gemini) and reducing AI shaming52.33 – Treating AI as a colleague and integrating it ethically and sustainably54.20 – From idea to impact: innovation and growth in the pet sector with Claire Gavin (Innovation for Pets), Peter Roy (Nutriment), and Bob Hanson (Pets Around the World)57.14 – Finalist pitches from Day Two Innovation Award entries: • 57.30 – AniVatio – ProGut: gut health supplement • 58.12 – ByTeddy – Cosy Car Seat for dogs • 58.55 – Porter Labs – PupStation for canine enrichment • 59.30 – The Muzzle Movement – Size Mitzy: inclusive muzzle design • 59.58 – The Pet Carpenter Ltd – Bespoke pet furniture • 1:00.26 – UK LitPet Biotech Co Ltd – LitPet Pawsitive Powder: calming TCM supplement1:01.00 – Data-driven insights with NielsenIQ and CACI: understanding trends, behaviour and the pet sector’s futureKey messages: “As small businesses, our superpower is personalisation. That real human connection is something the big brands just can’t replicate.”“There’s no shame in building a lifestyle business. Growth doesn’t always mean investment and expansion—it can mean freedom and fulfilment.”“You don’t need a perfect pitch deck to start. Just prove your idea works in some form, and build from there."“AI isn’t replacing us—it’s helping us do the work we already do faster and better. Don’t let AI shaming hold you back.”“You can have a polished brand and still build it from your bedroom with a wonky tr

After nearly five years and 250 episodes, I’m taking a break from my weekly podcast, Your Pet Business Your Way. In this final episode, I reflect on how the podcast started, how it’s evolved, and why now feels like the right time to pause. I also share my plans for the future and how you can stay connected while I take this break.Key topics and timings in this episode:0.20 – What to expect from this episode – look back at nearly five years of the podcast.2.30 – How the podcast began and evolved from Publicity for Pet Businesses to Your Pet Business Your Way.7.45 – Why I’m taking a break - balancing work, life, studies, and running multiple businesses.12.15 – What’s next for the podcast - moving to a seasonal format with themed series.15.30 – How you can stay connected and access 250+ episodes and free resources on my website.18.00 – Thank you and what’s next.Links mentioned in this episodeFind me on social media – Instagram, Facebook, LinkedInEmail me – [email protected] past episodes – www.rachelspencer.co.uk/podcastBuy the Pet Business Content Planner (£30) – https://rachelspencer.co.uk/product/pet-business-content-planner/Join Pets Get Visible (£15 for your first month) – https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50Keep in touch via my newsletter – Sign up at www.rachelspencer.co.uk

Want to know how to create a loyal, engaged community around your pet business?In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.Her business is about so much more than training - it’s about creating connection, community, and fun for dogs and their owners. From quirky events and themed days to using unique venues like castles and paintball arenas, she’s built something so special that keeps people coming back week after week.Laura, who started out counting cash in Northern Rock bank, talks about how she got into dog training by volunteering at Dogs Trust.Plus, how she traveled to America to run equine rehabilitation programmes in prisons, and how a life-changing accident inspired her to focus on building a business that centres around belonging and inclusion.If you want ideas on how to build your own community, stand out in a crowded market, and create experiences your clients will love, you will love this episode.Key topics and timings in this episode:0:20 - Introduction to Laura Hebberd and Pure Dog Adventure Training.3:45 - Laura’s journey from village hall classes to creating a thriving dog community.7:12 - Using unique experiences and adventures to engage clients.11:28 - How Laura’s personal story shaped her approach to business.15:42 - Building trust, belonging, and safe spaces for dogs and owners.22:50 - How to go about filtering clients and creating the perfect fit for your community.29:30 - Why word-of-mouth marketing beats fancy sales campaigns.35:12 - Tips for standing out in a crowded market by staying authentic.Key quotes:"It’s not just dog training - it’s about creating a place where people feel they belong. They’re part of a community, not just clients.""One of the most important things for me was making sure everyone feels welcome - both people and their dogs. It’s about creating a safe space where they feel accepted.""We don’t just run classes. We celebrate everything - competitions, parties, quizzes - anything to make people feel included and part of something bigger.""Our community isn’t something I built alone. It’s shaped by the people who come to us. They give feedback, share ideas, and help us create something special together."Takeaways from this episode:Building a community is about creating connection and making people feel like they belong.Unique, client-focused experiences help you stand out and foster loyalty.Word-of-mouth marketing is one of the most powerful tools for growing a business.Staying true to your values and creating authentic experiences will keep clients coming back.Resources mentioned:Seth Godin’s book, Tribes. Get it on Amazon here: https://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753Links mentioned:Want to know how to create a loyal, engaged community around your pet business?In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.Her business is about so much more than training - it’s about creating connection, community, and fun for dogs and their owners. From quirky events and themed days to using unique venues like castles and paintball arenas, she’s built something so special that keeps people coming back week after week.Laura, who started out counting cash in Northern Rock bank, talks about how she got into dog training by volunteering at Dogs Trust.Plus, how she traveled to America to run equine rehabilitation programmes in prisons, and how a life-changing accident inspired her to focus on building a business that centres around belonging and inclusion.If you want ideas on how to build your own community, stand out in a crowded market, and create experiences your clients will love, you will love this episode.Listen in on the player link below and find all the links to connect with Laura at the end of this post.Key topics and timings in this episode:0:20 - Introduction to Laura Hebberd and Pure Dog Adventure Training.3:45 - Laura’s journey from village hall classes to creating a thriving dog community.7:12 - Using unique experiences and adventures to engage clients.11:28 - How Laura’s personal story shaped her approach to business.15:42 - Building trust, belonging, and safe spaces for dogs and owners.22:50 - How to go about filtering clients and creating the perfect fit for your community.29:30 - Why word-of-mouth marketing beats fancy sales campaigns.35:12 - Tips for standing o

Want to make sure your pet business website content is helping your pet business stand out?I'm chatting to Roz Healey for the second part in a series on websites - this time looking at the content you create on yours.Roz is a website expert who has worked in digital media since the 1990s and carried out research into how people behave online in the pet industry as part of her Masters in Digital Marketing.She’s helped countless businesses create websites that work hard for them.In this episode, Roz shares her insights on creating content for your pet business website that builds trust with your audience and keeps them coming back. That might be written, audio or video, you choose the format that works best for you, and the key thing is to have it on your website.Then, distribute it on social media, so if platforms change or are even taken down, your hard work is on your website and isn't wasted.We also discuss how your website content is yours to control - unlike social media posts that can be taken down or get lost in the noise.From blog posts and podcasts to press coverage and backlinks, Roz explains the key content strategies that not only establish authority but also drive traffic to your website and boost your visibility.Whether you’re just starting with content creation or looking to fine-tune your content, this episode is packed with practical advice and tips to make your content work for you.You'll find all the links to connect with Roz at the end of this post.Key topics and timings in this episode:2:20 - Introduction to content creation for pet business websites.4:52 - Writing for two audiences: humans and Google.9:34 - How to create local content that resonates with pet owners.11:19 - Repurposing website content for social media.15:35 - The role of publicity and backlinks in driving traffic to your site.18:42 - How AI can help you brainstorm and plan content ideas.22:22 - Making your website irresistible to potential clients.26:50 - How often to update your website (and why it matters).29:30 - Viewing your website as your most effective salesperson.33:46 - Understanding the importance of social proof and how to use it effectively.Key takeaways from this episode:Roz highlights how website content is your most valuable marketing asset. By creating blogs, podcasts, or articles, you establish authority and provide consistent value to your audience. She explains how regularly updating your website improves its visibility and why every piece of content you create should link back to your site. Roz also shares practical tips for repurposing content across platforms while maintaining your voice.Links mentioned in this episode:Visit Beech Web Services: https://www.beechwebservices.co.ukBook a free website health check: https://www.beechwebservices.co.uk/services/free-website-healthcheck/Learn about the Google study: https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision

Are you looking to create a connection with pet owners when then land on your website?This podcast episode with Roz Healey, a website expert who has carried out research into the psychology of how pet parents make decisions online is here to help.Roz has been working in digital media since the 1990s, and she’s the brains behind countless WordPress websites for businesses across a range of industries. She recently carried out a fascinating research project into the psychology of how people make decisions online, specifically focusing on the pet industry, as part of her Masters in Digital marketing.In this episode, Roz shares some of the most effective tactics identified in her research - plus insights from studies by Google - and how you can apply them to your pet business. From social proof to the power of free, Roz explains the six cognitive biases that influence website visitors.Plus how you can use the findings to help the people who need your support feel reassured they’re in the right place - without you feeling like you’re doing anything that feels manipulative or uncomfortable.Whether you’re new to the online world or you’ve been running your website for years, this episode will provide you with some really interesting information on how pet owners make decisions.You'll find all the links on how to learn more about Roz at the end of this post.Key topics and timings in this episode:2:20 - Introduction to Roz Healey and her background in digital marketing.4:44 - The six cognitive biases and how they influence decision-making.8:28 - Balancing persuasion with ethical marketing for pet businesses.12:23 - How high emotion affects pet owners’ online behaviour and decisions.14:52 - Why pet business owners often feel uncomfortable around using persuasive tactics.16:28 - Practical ways to personalise cognitive bias strategies for your business.18:29 - How storytelling can make scarcity bias feel natural and relatable.22:27 - View your website as your most effective salesperson.26:53 - Why regularly reviewing your website is essential for growth.28:01 - Make it easy for customers to connect with your values.31:26 - Simple updates to improve customer experience on your site.33:46 - The importance of social proof and how to collect reviews effectively.37:21 - Cheerlead yourself through your website: showcase awards, press, and authority.Key takeaways from this episode: Cognitive biases strongly influence decision-making and can be applied ethically to improve website performance.Social proof, such as reviews and awards, is a powerful way to build trust with potential customers.Regularly updating your website ensures it reflects your current priorities and offerings.Make your website’s hero area clear and compelling - it’s critical for first impressions.Use tools like AI to streamline content creation while maintaining your authentic tone and voice.Links mentioned in this episode: Head to Beech Web Services to find out more about Roz: https://www.beechwebservices.co.ukHere's the link for the free healthcheck: https://www.beechwebservices.co.uk/services/free-website-healthcheck/Learn more about the Google study  https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/Further listening:Five steps to getting press coverage for your pet businessHow to write a press release for your pet businessHow to get more reviews for your pet businessIs my Pets Get Visible membership right for you?

Are you thinking of starting a blog, a podcast or a YouTube channel and regularly publishing content around your pet business?If so this podcast episode is for you, as it will help you decide which style of content is right for you.And if you choose the one that’s most suited to your skills and taps into what you actually enjoy doing, then it’s more likely that you’ll find creating it enjoyable and remain consistent.In this episode, I’m going to talk about why you should invest time and resources into creating this type of content and the advantages it brings. I’m sharing the various forms your core content can take, from written blog posts and podcast episodes to engaging videos. Plus, insights into how often you should be publishing this content and some handy tips on planning it effectively and how I can support you and make this happen.Topics and timings in this episode: 1.42 - What is core content?4.24 - Seven reasons to create core content for your pet business12.10 - How your core content will last far longer than your social media content with stats on the lifespan of different social media posts13.48 - The different options do you have for your core content16.41 - Deciding how often you publish your core content20.30 - How content planning works in my Pets Get Visible membership 23.04 - What to do if you’d like some support with creating your core content23.40 - Helen Scotty King testimonial26.17 - Sharing your core content in my Facebook communityLinks mentioned in this episode: Join Pets Get Visible: https://publicityforpetbusinesses.mykajabi.com/pets-get-visibleHow to start a pet business blogThings to consider when starting a podcastMeet Kellie Wynn the Beagle LadyHow to create a bank of anytime contentTwo types of publicity you need for your pet businessEverything you need to know about starting a podcast with Ant McGinleyHow a podcast can help your dog training business with Greg Pattison

When Lucie Culley saw dog owners struggling to find trusted pet care professionals, she set out to create a solution to making finding support easy.And when she connected with pet professionals as her idea started to take shape, she realised they were frazzled with trying to keep up with the demands of endless platforms.So she created Wooflinks, a platform that connects dog owners with ethical and professional services, including groomers, trainers, walkers, pet sitters, and dog-friendly holiday destinations.Plus, Lucie launched while juggling the demands of two small kids, having no experience of the pet space, imposter syndrome, and a complete career change.In this episode, Lucie shares how she turned her idea into a trusted community for dog owners and pet professionals, the lessons she learned along the way, and her passion for promoting ethical practices in the industry.Whether you're a dog lover, a pet professional, or a small business owner, you'll get loads of inspiration from Lucie and will find all the links to connect at the end of this post.Key topics and timings:1:40 - Introduction to Lucie and the inspiration behind Wooflinks03:30 - How running a local directory for small businesses in her area in lockdown gave Lucie the idea to start one for dogs. 06:15 - Overcoming imposter syndrome and figuring out where she could fit in with the dog care industry11:20 - The importance of ethical dog care and setting standards16:45 - How Wooflinks connects dog owners with trusted professionals21:10 - Juggling being a mum, another business, and launching Wooflinks29:50 - How Lucie provides video content and free resources to build relationships and visibility34:15 - Challenges in creating a trusted directory40:50 - The community policing model and why Lucie asks her users to support her and help maintain standards47:20 - Lucie’s advice for anyone starting out in a new industry49:35 - What's next for Lucie and WooflinksKey quotes:“I knew this idea had legs when I saw how much dog owners were struggling to find reliable professionals - they needed a trusted platform.”“Imposter syndrome is a beast, but once I decided what I wanted to be was a champion for small businesses, everything fell into place.”“People need to know there’s a place for ethical, professional dog care—where quality and trust come first.”“Building a directory from scratch while raising two kids was chaos, but it showed me what I’m capable of.”“I’m not a dog trainer, but I’m passionate about supporting professionals who are doing things the right way.”Links mentioned in this episode:Visit Wooflinks: wooflinks.co.ukFollow Wooflinks on Instagram: https://www.instagram.com/wooflinksuk/Find Wooflinks on Facebook: https://www.facebook.com/wooflinksuk

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!Key topics and timings in this episode:0.20 - What to expect from this episode.1.15 - Why visibility is essential for your pet business3.45 - Overcoming last-minute marketing stress6.10 - Details about the Pets Get Visible for 2025 Workshop8.45 - How to use the Pet Business Content Planner and Companion9.30 - Step 1: Identify your products and services10.40 - Step 2: Map out the year ahead11.50 - Step 3: Plan three months in advance12.55 - Step 4: Use awareness days for content ideas14.20 - Step 5: Develop your promotional strategy15.35 - Step 6: Break it down into quarters, months, and weeks16.45 - Tools and resources in the planner to support you17.35 - Case study: Sarah Jones and Dogs in Yellow Day18.25 - Invitation to join the workshop and membershipLinks 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=PGV50Further listening:How to write a press release for CruftsHow to create a pet business social media calendarShould you by my pet business content planner?10 ideas for using awareness days that aren't all social mediaHow to use awareness days to promote your pet businessIs my Pets Get Visible membership right for you?How to get comfortable, confident and consistent with your pet business marketing 

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 conversation03:03 – Lucie's journey with alcohol06:12 – The decision to take a break09:02 – Initial challenges and discoveries12:06 – Understanding grey area drinking14:55 – Rachel's experience and reflections18:13 – The impact of alcohol on mental health20:50 – Finding new hobbies and interests24:12 – Concluding thoughts on alcohol and life31:58 – The transformative power of sobriety34:28 – Personal growth and professional focus37:17 – Navigating social situations without alcohol40:57 – Community and support in sobriety44:09 – Reflections on alcohol and personal experiences49:07 – Reflections on drinking52:31 – Final thoughts on embracing changeRecommended resources:Books: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/wooflinksukInstagram: https://www.instagram.com/wooflinksuk/Website: https://wooflinks.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.Links mentioned in this episodeYou 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/Further reading and listeningHow to navigate stop start periods in your pet businessThe power of community for your pet businessIs my Pets Get Visible membership right for you?How to create a social media calendar for your pet businessHow to write a press release for your pet businessHow to use Chat GPT in your pet business marketingUsing your creativity and AI tools to streamline your marketing

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 business2.00 - How my Your Pet Business Content Planner and Companion can help you3.44 - Delight your customers with surprises or gifts5.18 - Bring together your clients and community7.13 - Partner with local businesses for cross-promotion9.27 - Share personal stories inspired by awareness days11.30 - Offer exclusive discounts and VIP experiences13.19 - Provide educational resources and content14.52 - Share the “why” behind an awareness day15.56 - Host in-person or virtual events17.20 - Launching limited-edition products or services18.49 - Making surprise donations tied to awareness days19.45 - 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/Further reading and listeningIs my Pets Get Visible membership right for you?How Niki French went viral on Don't Walk Your Dog DayIn the spotlight with Sarah Jones from My Anxious DogHow to harness the power of community to grow your business with Sandra EmmonsKerry Jordan on the impact of National Dog Photography Day on her businessHow 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 businessHow to write a press release for your pet business

Introducing - Your Pet Business Content Planner and Companion, designed for people in the pet industry to help with visibility.It has everything you’d look for in a content planner, like monthly themes, awareness days, and space to capture your ideas, goals, and reflections.The Companion part is a guided journal, with exercises created for pet business owners to help you navigate the common challenges that come along.I’m so excited to share this planner with you because it brings together everything I’ve noticed my clients need since I started working as a publicity and visibility coach back in 2019.Plus, it has exercises to help with your mindset and be there, by your side, or in your handbag, when you need support and encouragement.I’m talking through how the planner works in this episode, plus how to get your copy.Key topics and timings in this episode: 0:00 – Welcome and introduction to promoting your pet business your way2:15 – Why I created the your pet business content planner and companion3:30 – Overview of the planner: combining practical tools with emotional support6:30 – Monthly content prompts, awareness days, and how they help with planning10:45 – Weekly layouts, habit trackers, and setting monthly goals12:30 – The pause and reflect section: celebrating wins and identifying challenges14:00 – Using awareness days strategically to generate press and content ideas17:00 – Examples of successful awareness days like don’t walk your dog day19:00 – Guided journaling prompts for imposter syndrome, balance, and celebrations20:15 – How the planner complements the pets get visible membershipResources in this episode:The Your Pet Business Content Planner and Companion - available at www.rachelspencer.co.uk/shopPets Get Visible Membership - join for £15: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50Further listening: How to use awareness days to promote your pet businessIs my Pets Get Visible membership right for you?How to get comfortable, confident and consistent with your pet business marketingOvercoming imposter syndrome in your pet business with Nicola Kinnard ComedieWhy every pet business should have a win folderWhat kind of coaching style is right for your pet business?Why community matters for you and your pet business