Your pet business, Your way

Have you had an idea for a story or press release and then Googled it only to realise it's just been done?Or pitched to a journalist and had a reply saying they had JUST done the same story.All is not lost - and in this episode I explain what you to salvage your story.In this episode are real examples of when this has happened with stories I've worked on and other journalists, and how the person in the story turned it round.Key timings in this episode:0.00 - Intro and details for the PR challenge taking place from 14-18th September.2.15 - Why your story isn't dead in the water if it's just been covered.4.14 - What to do if your pitch is linked to an awareness day.5.40 - How Kerry Jordan has coverage all year round for her National Dog Photography Day.6.44 - Case Study - How Emma Stewart got coverage for Brain Injury Awareness week a year later.9.02 - How to use similar awareness days throughout the years - there will be others!9.26 - What to do if your pitch is based on a study or survey.11.16 - Case Study - How Greg Buchanen from Bitsol Solutions had his Pet-ernity leave case study reproduced all over the world!12.02 - How Pawshake got three pieces of national coverage after contacting me about a story I'd just written.13.26 - Seasonal pitches - remember that journalists cover the same stories each year so get in early.17.03 - What to do if you've missed being in a product round up.20.29 - How you can change your angle if your story has already been covered and freshen it up.21.20 - Case study - Kerry Lawson changed her angle on post lockdown separation anxiety and led to a full page in the Sunday Express and on the radio.25.02 - What's the worst that can happen? The journalist deletes your e mail and it's forgotten!26.45 - Information on the free PR challenge.Links mentioned in this episode: Free PR Challenge sign up page: PR challenge September 2020Kerry's dog friendly office advice in the Sunday Express.Lightbulb Facebook GroupPet Models story: Meet the Instagram famous dogs

Do you ever struggled to come up with ideas to promote your pet business?With so many plates spinning, plus doing your actual job of caring for animals or making products for them, talking about what you do can be the last thing on the list.But consistently sharing how to support your clients can help you retain existing ones and win new ones too.The Top Answer In My Free Facebook Group When I Ask What People Find Challenging Is Coming Up With Ideas.So I thought I would create a free download with 27 ideas on it.In this episode I talk about my own resistance to writing about myself and how I got over it.Plus it explains each idea and how to use it with examples from pet business owners on what worked for them,These are the key timings in this episode:0.00 - Intro to why I created the download3.12 - How I felt uncomfortable putting my own stories and tips out there4.15 - Working with SEO company 360 Spin and how Malcolm Maybury persuaded me to stop being silly!8.35 - How the ideas aren't all about social media10.00 - The 27 ideas explained one by one25.37 - How to get in touch if you use the ideasLinks mentioned in this episode:Get the ideas download: 27 ideas for pet businesses Lorraine Kelly talking about how her Border Terrier Angus helped her cope in lockdown.How to write a press release for your pet business – tune in to this podcast for more support.How to find journalists to pitch to – tune in to this podcast for more tips.How to be the expert – tune in to this podcast for more tips.Stephanie from Scrub a Dug Dug Ayrshire who had a doggy disco.Groomer Anna from The Dog House Leicester who had a Canine Coffee morning with walkersHow to get publicity from a competition – listen to this podcast for more information.How to run a challenge for pet owners from Alex from Rove Pet ServicesThe Bella Vasta Podcast – only be in competition with yourself.

When Suzanne Gould set up her dog walking company in 2017, she knew being visible would mean more clients.She started out with a Facebook page, then focused more on marketing and writing her own content.First came newsletters, then e mails, then blogs, and in 2019, she decided she wanted to get some media coverage.She read my book, Publicity Tips for Pet Businesses, and had some press releases featured in her local paper in Edinburgh.Suzanne wanted to feel confident writing, so took part in my first Create Content With Confidence programme and her blog took off.Next, she decided she wanted more publicity, so did the programme that started in February which is now a membership.Then....Lockdown hit. Suzanne couldn't go out and walk or train dogs and was stuck at home with her Old English Sheepdogs, Erick and Ally.But she didn't wallow. She set up a Facebook group, Edinburgh Dogs in Lockdown and attracted hundreds of owners.Then she started pitching stories about her group to the media.She featured in the Telegraph, the Scotsman, and even gave tips to Loose Woman star Kaye Adams on BBC Radio Scotland.AND she wrote a book! The Rescue Dog Ranger's Road Map - a step by step guide new pet parents can follow to transform their rescue dog into a calm, confident canine.In this episode, Suzanne talks about leaving behind a career in fashion to set up a pet business.And she breaks down the steps she followed to get publicity in top publications.Here are the key timings and topics covered in this episode: 3.01 - How Suzanne started out as a fashion designer before being made redundant from her job and starting a dog walking business.5.06 - Being terrified setting up her new business and how she walked dogs with Flash and Nora by her side.6.54 - The struggles she had at the beginning finding clients and how she kept going.9.17 - Hiring business coach Dominic Hodgson and how she went from being terrified to full and needing to hire staff in just a year!11.40 - Starting dog training classes in February 2019 using the knowledge she'd built up working with her own dogs.12.00 - Training Flash to be a therapy dog and blood donor and how this inspired her to be a dog training.12.56 - What it was like for her at training classes with Flash when he was the naughty dog in the room.18.00 - How she felt about writing when she first started and building her confidence.20.32 - How letting go of her fear of not writing formally helped her business.23.01 - Niching to working with rescue dogs and learning they needed confidence training to help them cope with life.29.00 - Using publicity to make more people aware of her business.29.20 - How Suzanne's Facebook group supporting dog owners was featured in the Telegraph, then the Scotsman, then BBC Radio Scotland.31.04 - What it was like speaking to Kaye Adams and teaching her how to train her Cockapoo Bea.34.00 - How lockdown gave her confidence to do Facebook lives. Suzanne did lives nearly every day in lockdown in her group.35.20 - Finding the confidence to write a book in lockdown and how Suzanne wrote 46,000 words about rescue dogs in lockdown.37.35 - How writing the book has given her confidence as a trainer and a walker knowing she will be helping rescue dogs and their owners.39.00 - Suzanne's message - whatever you do to help your dog is perfect enough.40.32 - The biggest lesson - That I'm brilliant enough just as I am and believing in herself.42.48 - Suzanne's advise to people starting out. Start with your own self belief and self worth and look at the clients that you have. 44.12 - Suffering with Imposter Syndrome and how looking at the changes she made to people's lives to build her self belief.45.35 - Where to find out more about Suzanne and her awesome new book! Links mentioned in this episode:Suzanne's website: www.edinburghholisticdogs.co.uk Suzanne's Facebook group: Edinburgh Dogs in LockdownBuy Suzanne's Book! Edinburgh Holistic DogsSuzanne in the Telegraph: A crisis can bring out the best in usSuzanne in Woman and Home: Seven ways to calm stressed petsIn Edinburgh News: Leith dog trainer sets up support groupSeptember PR Challenge - this is FREE challenge to help you get press coverage and you can sign up here: PR taster

Are you thinking of pitching a story about your pet business to the media and you're unsure as to whether you need a pitch or a press release?Well the good news is you might need to do less work than you thought.Often a pitch or even a quick message on social media is all you need to secure fantastic coverage in newspapers and magazines.In this episode you will learn the difference between a pitch and a press release, what you need for each one, and what to send alongside your pitch or press release.Here are the key timings and topics covered in this episode: 0.31 - Intro - PR challenge is taking place from 15th to 19th September 2020. This is an opportunity to learn how to get free publicity for your pet business.2.50 - How you don't have to go to the lengthy process of writing a press release to get media coverage.3.30 - Facebook groups where you can get publicity - Feature Me and Lightbulb.5.23 - Using Twitter and the Journorequest hashtag to get media opportunities.6.30 - Breaking down what you need to put in your pitch and covering the 'when, where, why, what, who and how.'8.10 - Case study Becky Baker and her two month road trip to find the UK's most dog friendly place.10.20 - What else to include in your pitch. How it's vital to include relevant photos, phone number and a short bio.12.10 - What is a press release? There is a full episode on writing press releases which you can listen to here. 13.20 - What makes a story, something new, charity event, news story, lightbulb moment or inspiring animal. 14.50 - Writing an e mail heading for your press release to catch attention.15.10 - Why you should keep it simple in the language you use and not use jargon.16.30 - Case study Claire Lawrence and her barking dog tour.17.10 - What details to include in your press release.18.20 - How to format your press release in the e mail. Don't use attachments!19.10 - Using download links to send over photos rather than large files.20.20 - How to get involved with the FREE PR challenge in September.Links mentioned in this episode:September PR Challenge - this is FREE challenge to help you get press coverage and you can sign up here: PR tasterFacebook groups:Lightbulb Feature MeBecky Baker story about her Pawsontour K9Nation tour: How to write a press release for your pet businessHow to use Twitter to get press coverage

Is getting more engagement on social media something you want to achieve in your pet business?The more people we can reach online, the better, and standing out on social media can lead to publicity opportunities.This week I’m speaking to Helen Motteram, a dog behaviourist from Social Paws, who regularly receives hundreds of shares on her social media posts.I first discovered her on social media two years ago and her posts stood out because as the former owner of an anxious dog, they had so much warmth and empathy. I felt she understood what I’d been through.Helen spoke to me about how to make your pet business stand out on social media, and how to build powerful connections with pet owners.Here are the key timings and topics covered in this episode: 1.46 - Helen’s background as dog behaviourist and business coach based in Cheltenham in Gloucestershire. She started her career as a pet professional working in rescues.3.39 - How Helen started working with anxious dogs.5.41 - Going against the grain on social media. How empathising with owners rather than making them feel guilty helped Helen stand out.7.45 - Starting out ten years ago on Facebook and how Helen learned to create posts that built an emotional connection.9.35 - Finding the right words and phrases that resonated with owners - like ‘my dog’s friendly’ and ‘your dog is not a monster.’11.18 - Helen’s advice on making the owner the hero of the story rather than the villain and making posts that are relatable. 12.42 - Helen’s advice to owners of anxious dogs on how they can support them, 15.12 - Why it’s important to create a range of posts so your feed is a mix of education, inspiration, success stories and relatable content. 16.02 - Why you should have you face on your Facebook profile photo.18.50 - How Helen tries to walk in the shoes of her ideal client or dog owner.19.05 - Why you should avoid jargon and keep it simple.22.30 - Coming up with ideas for social media posts.25.02 - Helen’s mentors. Helen works with business coach Robin Waite and recommends following Dan Meredith. She also does Jon Buchan’s Charm Offensive programme.29.12 - How pet business owners can sell without feeling uncomfortable and her advice on creating social media posts to show how you help people can help overcome that awkward feeling.31.20 - How standing out on social media has helped Helen. It’s led to media opportunities, speaking opportunities, and lots of word of mouth referrals for her dog training and walking business.33.14 - Starting out again with her marketing after hiring husband Tristan to work alongside her at Social Paws.35.24 - How Helen ended up on the This Morning sofa after sharing her story about Russell Crowe the Rook.37.01 - How Helen is now on the books as an expert with radio and TV companies and what this has done for her profile.38.07 - Advice on niching as a pet business owner.41.28 - How we shouldn’t be scared to be ourselves online and that it can be easier to share our own stories than generic posts.43.10 - About Pet Professional Network and how Helen’s business support community works.45.44 - Details on Helen’s online event taking place in September.46.12 - How to find out more about Helen and connect on social media - see links below. Links mentioned in this episode:Follow Helen’s Social Paws page on Facebook: https://www.facebook.com/socialpawscheltenham/Pet Professional Network on Facebook: https://www.facebook.com/petpronetwork/Pet Professional Network free group: https://www.facebook.com/groups/592717694264410/Pet Professional Network website: https://www.petpronetwork.com/Robin Waite website: https://www.robinwaite.com/Jon Buchan website: https://www.charm-offensive.co.uk/Dan Meredith website: https://coffeewithdan.com/Helen on my pet blog - our first interview: https://www.thepawpost.co.uk/health/expert-advice-helen-motteram-help-nervous-anxious-dogs/Helen’s interview in the Sunday Mirror: https://www.mirror.co.uk/news/uk-news/dogs-heading-mental-health-crisis-13525296Helen on anxious pets at Christmas in The Sun: https://www.thesun.co.uk/uncategorized/10408611/expert-tips-to-keep-your-pet-dog-or-cat-calm-and-stress-free-this-christmas-period/

Taking part in media competitions and giveaways can help you raise the profile of your pet business.It can make thousands and potentially millions of people who didn’t know your brand aware of what it is you do.Competitions regularly appear in newspapers, magazines, online publications, blogs, podcasts, on the radio and TV and whether your brand is big or small you can take part.This episode shares all you need to know about taking part in a competition on how to maximize the opportunity when it comes to promoting your pet business.Here are the key timings and topics covered in this episode: 3.10 - Why take part in a competition?4.24 - Working out what you want from the competition.5.51 - Choosing the right publication for your competition.6.24 - What do you need to take part in the competition? 7.49 - How much do you need to give away?8.30 - What you need for your competition pitch.9.00 - Finding publications to pitch to and finding journalist's contact details.(Check this episode for more information on finding journalist's contact details)9.22 - Finding competition opportunities on social media.9.57 - Finding competition opportunities in the publications.10.46 - Building up a buzz before the competition.11.48 - Learning about the comper community on Money Saving Expert.13.01 - Ways of sharing the competition on the day to make sure you reach as many people as possible.14.20 - How to turn compers into customers after the competition.16.03 - What to do when the winners have been chosen.19.42 - Gathering data after the competition to see the impact on your brand.21.00 - Creating competitions of your own on social media.24.05 - Managing expectations around your competition.Links mentioned in this episode:How to find journalist's contact detailsJanet Murray podcast about running your own competition Scruffy Little Terrier Birthday Boy pageMoney Saving Expert forums

Who doesn't love looking at adorable animal photos?Big or small, old or young, a fabulous animal photo is always scroll stopping!Later this month, on July 26th, it's National Dog Photography Day, Kerry plans to flood the internet with dog photos.Kerry founded the awareness day three years ago and last year trended on Twitter at number 1.In this episode she shares her top tips on using photography to build a buzz around your pet business.She also shares actionable steps you can follow to get better photos of your dog (they can be applied to any animal though!)Do please join in on National Dog Photography Day too!Here are the key timings and topics covered in this episode: 0.30 - Kerry's background and how she became a pet photographer.2.24 - What it's like living with her five Whippets - Kerry's dogs Scout, Boo, Shadow, Bertie and Jasper feature in many of her projects if clients need a dog model or five!4.04 - The variety of brands Kerry works with from accessories to sofa toppers to protect furniture from dog hair!5.36 - How Kerry's imagery has led to brands featuring in the Sunday Times Style.8.03 - What pet brands struggle with when it comes to creating their own images.9.53 - Planning your photoshoot and looking for inspiration for your images.11.31 - Kerry's advice on the stock shots pet product makers should have when it comes to photography.13.21 - What to do if you don't want to be in the picture yourself.14.31 - Kerry's advice on the images to have if you have a service based pet business, for example a groomer, walker or pet sitter.17.01 - Finding the right photographer to capture your pet business.18.30 - What to look for when you're looking at their portfolio - Kerry says it's important to have an emotional connection to the images.22.31 - National Dog Photography Day - how Kerry came to launch it.You can listen to her Awareness Day episode here:How launching an awareness day can help your pet business25.01 - Kerry's first year on National Dog Photography Day and how she hit the headlines.25.30 - Trending at Number 1 on Twitter in 2019, Snoop Dog, GMTV, Churchill and other celebs getting involved.27.44 - Kerry's tips on how to take better photos for National Dog Photography Day.Prepare your image beforehand.Make sure your image is consistent with your brand.Advice on lighting.The best time of day and place to capture your pet.Keeping the background clean and clear.33.14 - Tips on when to share your image - it's early!35.14 - Details on Kerry's Facebook Live for my Publicity for Pet Businesses group where she will show you how to take photos. (opt in for e mail updates here: Opt in form)Links mentioned in this episode:Kerry's website: www.furandfables.com Awareness Day Podcast: How launching an awareness day can help your pet businessKerry's Furdography course: https://www.furandfables.com/furdography-for-beginners/Karen from Luxury Dog Hampers and how her Tweet on Election Day made the Metro: Dogs at polling stationsPpt in for e mail updates so you know when Kerry is doing her Facebook live here: Opt in form

Are you thinking of pitching a story around your pet business or products and not sure how soon you should get in touch?This month is Christmas in July, an annual event where brands large and small showcase Christmas offerings.It’s a reminder that if you’re thinking of pitching anything related to Christmas you need to start thinking about promoting it now.And whatever story it is you’re thinking of contacting the media about, how successful you will be does depend on your planning.How early you need to pitch depends on a lot of different factors but the key message is…You can never pitch too early!Here are the key timings and topics covered in this episode: 1.26 - Why journalists are thinking about Christmas now.2.30 - How an article I pitched in January to the Puppy Post has only been published this week.5.20 - How Roz landed a piece in Puppy Post from my PR challenge.6.02 - What to do if you are pitching a news story.7.13 - Bournemouth beach example.9.02 - What do do if you're pitching a business story.9.40 - How early to pitch for a product round up story.11.40 - How Kim from Leo, Charley and Me landed a piece in a Spring product round up in January.12.40 - How early should you pitch for a charity event.12.50 - Case study Dominic Hodgson's Tour De Rescue.14.50 - How early to pitch for a launch of a new product or service and ideas to make your launch more appealing.17.31 - How soon should I pitch a story around an awareness day? 17.51 - Case study Kerry Jordan - National Dog Photography Day.19.16 - How it's never too soon to pitch with feedback from journalists Matilda Bourne and Jenny Stallard, founder of Freelance Feels.20.00 - Information on my free PR challenge starting in September 2020.Links mentioned in this episode:The Puppy Post online magazine: www.puppypost.co.uk.Download the latest magazine: Issue 4 - July and August Sign up for the next PR challenge in September here: PR challengeLearn about Kim from Leo, Charley and Me. Leo, Charley and Me Learn about the Tour De Rescue story at Dominic Hodgson on the Tour De Rescue.Learn about National Dog Photography Day founder Kerry at www.furandfables.com. Learn about Jenny Stallard and Freelance Feels: https://www.freelancefeels.com/Planning ahead? You can download my free Press Release Template here.Other resources you may find helpful:How to find the right journalist to contact How to write a press release for your pet businessSeven easy ways to approach a journalist

This time a year ago, Kim O’Donnell, founder of Leo, Charley and Me pet accessories, wanted to learn to get visible.She had a business making pretty collars and products for pet owners inspired by her rescue Cocker Spaniel Charley.But having spent her career working as a school nurse, when it came to standing out online and reaching new customers, she felt totally overwhelmed.Now, a year on, Kim has a global business, her website traffic has increased by nearly 700 per cent and she's had to bring in her daughter to help cope with demand.In this episode Kim shares how she did it and her tips on getting publicity for your pet business.Here are the key timings and topics covered in this episode: 1.02 - Kim's background as a school nurse.2.30 - How her Spaniel Charley being mistaken as a boy inspired her to create her products3.24 - When Kim realised she needed to be visible online4.02 - How Kim struggled to get people to her website7.30 - Boris Johnson's dog Dilyn wearing her product on election day9.01 - How Kim's website traffic grew11.21 - Feeling scared about blowing her own trumpet13.00 - Being part of a community and how that boosted Kim's confidence16.46 - Pitching to local publications17.46 - How this led to Kim being in the Daily Mail 20.19 - Pitching stories about her personal life including Leo going to a doggy boot camp which appeared in the Telegraph and Lifesaving Labradors in the Express21.54 - How using Twitter has helped Kim's pet business24.09 - Making masks to match her accessories in lockdown24.56 - How her business has helped Kim cope with shielding in lockdown by making NHS scrubs and masks29.30 - Making 250 masks and being on the first page of Google for hand made face masks!32.22 - How her website visits went up from 210 in three months to 1000 a month34.00 - Kim's increase in confidence 36.01 - How Kim is now concentrating on social media38.02 - The Daily Mail comments section and Kim's advice on how to cope!39.00 - Charley's background, how she was nearly put to sleep and why 15% of all sales go to Spaniel Aid42.19 - Taking her craft fairs from real life to online45.01 - Kim's advice for anyone starting outLinks and resources mentioned in this episode:Leo, Charley and Me: https://leocharleyandme.co.ukKim in the Daily Mail: The Dilyn EffectKim on The Paw Post: How to dress your dog like DilynBirmingham Mail: Meet the woman who dressed the Prime Minister's Dog!Stoke Sentinel: The Dilyn EffectSunday Express: Lifesaving LadbradorsTelegraph: We took our anxious dog to a boot campBlog on why Kim set up Leo, Charley and Me: Our BackgroundMembership programme: Publicity for Pet Businesses Membership.Download the press release series: Press Release Template

Does your pet business website have a blog section?Have you thought about writing one but never quite got round to it?Or maybe you’ve started one and life has got in the way.You’ve heard about the benefits when it comes to SEO and people being about to discover your products and services.If this is sounding familiar and you’re thinking about getting started the podcast this week is all about blogging.It’s a recording from a workshop I did at the Pet Industry Federation Virtual Pet Index event on Sunday June 14th.All the recordings of the webinars from Virtual Pet Index are available until July 14th.If you’d like access, you can set up an account here: https://vpetindex.vfairs.com/en/login Here are the key timings and topics covered in this episode: 2.12 - My background and why I started blogging4.41 - What is blogging5.30 - Why start a pet business blog6.30 - Standing out in a crowded market7.12 - Showing how you solve your clients' problems in your blog8.30 - Why blogging is great because it's free!8.45 - Showing off your products on your blog9.12 - How blogging can help you get to the top of Google9.20 - Matching the needs of searchers with websites that meet those needs10.50 - What do you want to be known for?11.45 - Getting started with your pet business blog12.13 - Add the blog to your site12.40 - How often are you going to post13.01 - How being accountable can help13.20 - Ideas for your first five blog posts16.50 - Essentials for each post like headlines, images, sub headings, call to action, meta description.20.23 - Promoting your blog post22.01 - Remember everyone starts at zero23.01 - Your reasons for blogging and how they can keep you consistent23.30 - Jude Davidson from Park Life Honiton24.20 - Alex Graves from Rove Pet Services in Essex25.00 - Lottie Clements from the Cosy Canine Company27.04 - Recommended reading28 - The Kick Start Your Pet Business Blog online programmeLinks mentioned in this episode:If you'd like to check out the pet businesses I mentioned, here are their websites.Jude Davidson - Park Life Honiton.Read her blogs here: www.parklifehoniton.com/Alex Graves - Rove Pet Services.Learn more: www.rovepets.comLottie Clements - Cosy Canine Company.Read her blog: www.thecosycaninecompany.co.uk/Kick Start Your Pet Business Blog programmeEasy to follow blog post template.Five ideas for product and service businesses.How to explainer videos.How to repurpose a blog post in 20 ways! A 30 minute one to one call.This course is usually £127 but use PIF30 at checkout and it’s just £97.Sign up: Kick Start Pet Business BlogOther resources:Natasha Courtenay Smith - The Million Dollar Blog on Amazon* (Affiliate Link)Tim Kitchen-Cameron - How to get to the top of Google on Amazon* (Affiliate Link)

Want to learn how to create FOMO around your pet business?This week I'm chatting to the Queen of FOMO - May King Tsang!She has created FOMO all over the world and shares her tips in this episode.Getting a buzz and excitement around your products and services can work alongside your PR efforts.And it can help you attract media interest and win press coverage.May King shares all you need to know to get started with FOMO and how it transformed her life and business.Here are the key timings and topics covered in this episode: 3:00 - How May King became a FOMO creator.5:50 - What is FOMO?8:44 - How publicity works on social media.15.00 - What holds people back from creating FOMO. 19:04 - How to promote yourself without cringing.20:00 - What holds people back from promoting themselves.26.45 - Opportunities May King and her clients have enjoyed thanks to creating FOMO.34:03 - How can pet business owners use FOMO to their advantage?38.46 - Different ways to create FOMO including lives, photos, social media and on your website.43.32 - May King’s class inside the Publicity for Pet Businesses membership.47:00 - How to find out more about May King and FOMO.Links mentioned in this episode:Interested in signing up for the Membership Programme?It’s £57 a month or £627 for the year and you can do so here: Publicity for Pet Businesses Membership. If you’d like to find out more about May King, you can visit her website here: http://fomocreator.com/Follow her on social media:Twitter: https://twitter.com/maykingteaFacebook: https://www.facebook.com/maykingtInstagram: https://www.instagram.com/maykingtea/LinkedIn: https://www.linkedin.com/in/maykingtsang/

Have you heard about amazing things people have achieved through Facebook ads but ended up frustrated when you’ve tried it for yourself?Whether you have a pet product or service business, no doubt there’s been a time where you’ve attempted setting up an ad and got stuck.This week I’m speaking to Facebook ads expert and dog mum of two Jo Francis to demystify the ‘dark art of Facebook ads’.Jo specialises in Facebook ads and e mail marketing and lives in Kent with her two children and dogs Bob and Bear.She helps business owners understand advertising on the social media network through training and done-for-you services.Here is a summary of the episode with the timings of the key points covered:2.24 - Retargeting and how Jo couldn't resist buying the 'calming bed' for her two dogs Bob and Bear.6.22 - How Facebook ads work and the journey we go on as pet owner when it comes to being targeted for products and service. 8.25 - Where to start with setting up an ad in Ads Manager.10.20 - Planning your ad and deciding on your objectives.12.38 - Why it's not the best use of your money to boost a post and what happens when a post is boosted.16.00 - How to create an ad from a post that is getting lots of engagement.16.44 - The Facebook pixel and why your ads will be far more effective if you have it installed on your website.21.38 - Using the Facebook pixel and different audiences to inspire people to buy your product or service by 'warming them up.'23.32 - Why pet business owners have an advantage with Facebook ads because people have such an emotional connection to their pets.25.24 - Making audiences from people on your e mail list.28.52 - Why it's best to create a series of ads with different copy and images and push your budget to the ones that perform best.32.02 - Using the right image and how you should leave your ego at the door and use one that tells a story.33.10 - Running continuous or long term campaigns and how to avoid 'ad fatigue.'37.07 - How you can run a 'Likes' campaign for your Facebook page for as little as £1 a day.39.00 - The content you can create to build a connection from your 'likes' campaign so pet owners book you post lockdown.42.11 - Dogs will be used to more walks and people being at home so this is a chance to snap up more business.43.30 - Find the positives, hold the belief that the work you have done during lockdown will pay off. 45.04 - What to do if you've rebranded - building your new brand with a cold audience. How to do an 'I've changed' ad.48.30 - What to do when your ads stop working and why it's important to use the pixel to track what has happened. 50.26 - How having the pixel will help if you've have press coverage.50.40 - Installing the pixel through Facebook, Wordpress Plug Ins and through your web developer.52 - Jo's 50 per cent offer for her Facebook ads course.Links mentioned in this episode:Jo's blog post: How to install the Facebook PixelJo's Facebook Ads course - use the code RS50 at checkout for 50 per cent off: Getting Started with Facebook AdsVisit her Facebook page: www.facebook.com/JoFrancisMarketingImplementation/And on LinkedIn: www.linkedin.com/in/jofrancisbiz/

Have you ever wondered about how people find out about your pet business?Do they discover you on social media, through your website, or word of mouth?While so many of us spend such a long time on social media, there are people who don’t use it at all.And they have pets that need looking after, so need to reach people to support them.In this episode I look at different ways you can reach people who might not be on social media.Plus I share examples from pet businesses who have had success in the most unusual of places.Here is a summary of the episode with the timings of the key points covered:5.12 - Internet use figures for people in the UK from Ofcom for 2019.5.45 - In the UK, nearly 45 million use Facebook, 17.75 use Twitter making it fourth top country for Twitter use and 24 million use Instagram according to Statista.7.08 - UK population is 68 million which means up a third aren't on Facebook.8.15 - How to go about finding what clients aren't on social media so you can go and find more of them.12.30 - The importance of word of mouth.16.35 - Clare Turner-Tarr from Pawsch and her personalised services and branded vehicle.17.00 - How recommendations from pet shops can help you reach more people.18.30 - How handing out flyers helped Dominic launch a six figure dog adventure business.19.05 - Advertising and being featured in local community magazines.21.20 - Google search - when you put your name into Google what do you see?23.15 - Content creation, how having lots of content around what you do will help your visibility on search engines.24.10 - Google My Business - see blog below for tips from Rosie Robinson.Examples of what's worked for different people...Heather from Pawsitive Squad, says because her work is so niche many find her via Google search.Jess Kemp, a dog walker from Hoof and Paws uses flyers and cards in pet shops and coffee shops and attends networking events.Rachel Cross, a former dog walker and founder of the Petpreneur Network, says that advertising in local magazines has been cost effective.Marie Yates from Canine Perspective says talking about her story in relevant magazines has helped as well as the Luna Pawdcast - Life Lessons from a Dog - it's awesome!Alison Price from House of Henry says vehicle graphics make an impression as do special touches like collar tags.Kirsty Skeates says applying for awards which leads to press coverage has put her Fit4Dogs hydrotherapy centre in Hull on the map.Links mentioned in this episode:Blog post on Sue McCabe on helping me train PatchDominic Hodgson how flyers helped build a six figure businessWhat happens in a pet business blogging session?Getting your pet business to rank on Google with Rosie RobinsonWhy your Google My Business Page isn't working with Rosie Robinson from Wuf Design

The Coronavirus crisis has meant many pet business owners have had to shut up shop completely for nearly two months.This week I'm speaking to Dominic Hodgson who runs Pack Leader Adventures and coaches petpreneurs about his five step recovery plan.Having been through a recession and tried and tested many things since setting up his dog adventure business in 2011, he shares his insights on how to bounce back.Dominic says there are five steps pet business owners should follow as we come out of lockdown.They are:Protect and Serve - like the LAPD!Practice self helpCarry out a business audit and create a vision for the futureBe premiumPut an effective marketing system in place so you feel confident that should you encounter a crisis in future, your business would be safe.Here is a summary of the episode with the timings of the key points covered:4.25 - Protect and serve - how to use the LAPD motto to protect your business.5.01 - Why it's vital to keep showing up and reach out to your existing client base.LISTEN: How to keep in touch with your pet business clients in lockdown.8.22 - How Dominic felt burnt out at the start of lockdown and now urges people to practice self help and take care of themselves.9.14 - Take a break from social media if you feel like you're being affected by screen fatigue and a negative space.10.57 - The lockdown 'hangover' and how it will impact on our wellbeing and mental health.14.02 - Carry out a business audit and paint a picture of how you want your business to look.15.02 - Build your business around this vision. 16.22 - How you can use lockdown to stop doing the things in the business that make you miserable.18.25 - Having a premium business and how this will improve your life and bank balance after lockdown.22.31 - Why people shouldn't be worried about being undercut on prices, volunteer dog walkers and things like BorrowmyDoggy.com wrecking their business.26.22 - How lockdown has seen a rise in pet ownership - Dogs Trust rehomed 25% more dogs in the week before lockdown.27.00 - How people aren't going to give up their dogs, spend less money on them and want to continue to care for them.27.32 - Why pet business owners should feel reassured because the pet industry is recession proof.From May 28th, Dominic is hosting an online event for pet business owners, Inspire.It's eight days of seminars covering pet business marketing, video, how writing a book can boost your pet business and how to get media coverage.It’s to provide people with the skills they need to protect their pet businesses against unforeseen events like COVID-19 in the future.Speakers at InspireAmy Smith - founder of the Soundproof Puppy App - How to build an online pet businessAlex Wardle - Artifact Media - How to get confident on videoVicky Fraser - Moxie Books - How to write a book to change your pet business foreverColin Taylor - Colin Taylor Grooming Academy - Expert tips for groomersDominic will be talking about marketing and I will be doing a class on how to get media coverage for your pet business.If you’d like to come along, tickets are £34 and this includes access to the live classes and recordings.You also receive a PDF of the Ultimate Pet Business Plan and The Lockdown Survival Pet Business Plan.Find out more at: https://www.growyourpetbusinessfast.com/inspire/*Denotes an affiliate link which means I will receive a commission if you click through and purchase a ticket. This does not affect the price you pay.

Has setting up an e mail list for your pet business been on the to-do list for ages?I know it’s the case for many pet business owners which is why I’ve spoken to VA and Mailchimp expert Catherine Gladwyn.Catherine had helped hundreds of small business owners get their heads around e mail marketing and taken away the overwhelm.She works as a virtual assistant, coaches other virtual assistants, has written a book, How to Be A Virtual Assistant and has another book due out this autumn.Catherine shares lots of practical advice on the steps to follow to start and grow your e mail list whether you have a product or service business.Her easy to follow advice will take away the overwhelm and help you get started having conversations in your inbox.Here is a summary of the episode with the timings of the key points covered:00:45 - Background2:44 - What is an email list and why is it important5:58 - What puts people off creating newsletters8:06 - How to get people on to your list9:39 - Lead magnets and how to get people to sign up to your email list or newsletter12:45 - Ideas for getting people to sign up13:50 - What can you send to people when they are signed up14:00 - How often to send your newsletter14:58 - Ideas for pet business to use for service and product business16:28 - Contacting people who have bought a product or service previously16:55 - Reaching out for reviews17:10 - Sharing press coverage18:35 - How long should a newsletter be?19:28 - Quality over quantity21:21 - What system to use22:31 - How to deal with unsubscribers26:00 - Design of newsletter26:19 - Template for newsletter26:42 - Catherine's webinars28:00 - Plugin information for websites28:30 - Using social media for sign ups30:00 - Publications Catherine has appeared in and press coverage31:30 - Media email list33:00 - Publicity34 - Options if you feel overwhelmed by starting35:00 - Webinar informationCatherine has kindly offered a half price deal on her How to Use Mailchimp With Confidence webinars where she shares all you need to know to get started for £15.This is valid until the end of May 2020.Enter the coupon code Woof at checkout here: https://delegateva.co.uk/product/how-to-use-mailchimp-with-confidence/Links mentioned in this episodeIf you'd like to find out more about Catherine you can do so on her website:https://delegateva.co.ukLearn more about Catherine's new book, The 20% Rule which is out later this year: https://delegateva.co.uk/the-20-rule/Catherine's How To Be A VA on Amazon:How to be a Virtual Assistant by Catherine Gladwyn* (Affiliate link)Follow Catherine on social media:Facebook: https://www.facebook.com/DelegateVATwitter: https://twitter.com/DelegateVALinkedIn: https://www.linkedin.com/in/delegateva/

Are you thinking about investing in an online course or membership programme?In this episode I go through the questions you should ask yourself before signing up to an online course or membership.At the beginning I share details on a Publicity for Pet Businesses Taster I'm running next week which you can sign up for on the link here: https://publicityforpetbusinesses.mykajabi.com/PRTasterHere is a summary of the episode with the timings of the key points covered:4.28 - What do people who complete the course go on to do?6.22 - Do you have access to the person running the course?10.15 - Will you study in your own time or work through the material live?13.25 - Will I be learning as part of a group?14.45 - Are there any additional costs associated with the course or membership?16.55 - What if you want to leave the membership?21.50 - Where will the learning materials be stored?23.45 - Is there a replay of the classes?24.38 - Does the course come with any one to one support?26.20 - Is it good value for money?30.00 - Do I have the time to do the work?31.06 - Is the person running the course qualified to teach it?32.25 - Will what I learn work for my business?34.13 - Will it be easy for me to implement?I hope you find it helpful and if you are thinking of joining a membership. It's a big decision and what you learn could be a game changer. Links mentioned in this episode: I'm holding a free taster of my Publicity for Pet Businesses programme which has now turned into a membership. It's taking place over five days next week, May 4th-8th 2020 and you can sign up here: publicityforpetbusinesses.mykajabi.com/PRTasterTo be on the waitlist for when my membership opens you can pop your details here: https://publicityforpetbusinesses.mykajabi.com/ProgrammeWaitlistJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

Have you ever wondered where Awareness Days come from?Or maybe considered setting one up that relates to what you do in your business?Three years ago dog photographer Kerry Jordan did the same and decided she was going to set one up herself.She had the brainwave to create National Dog Photography Day and it takes place every year on July 26th.For the last two years it has trended on Twitter with organisations all over the world taking part, from celebrities to football clubs.In this episode, Kerry shares what you need to know if you're thinking of doing the same.Here is a summary of the episode with the timings of the key points covered:1.40 - What it's like living with FIVE whippets!3.09 - Working with different pet product brands.5.10 - Coming up with the idea for National Dog Photography Day.6.20 - Kerry's advice on how to create a day that resonates with your ideal customer.7.30 - Registering her Awareness Day.8.20 - Tips on reaching as many people as possible on the day.10.00 - Trending on Twitter.11.20 - How Snoop Dogg got involved.15.00 - Speaking about her Awareness Day at 2020 Sorted with Janet Murray.16.00 - How to get involved with National Dog Photography Day 2021.17.10 - Kerry's tips for people who want to set up an awareness day.Links mentioned in this episode: If you're thinking of setting up an awareness day, you can register it at: www.yearahead.com/If you'd like to find out more about Kerry, visit: www.furandfables.com/ where you can find all her social media channels.If you are thinking of pitching to the media and you have time on your side, I have a free press release template that comes with a series of e mails to support you.You can download the template here: publicityforpetbusinesses.mykajabi.com/Press-ReleaseIf you've heard about my Publicity for Pet Businesses programme and are interested in taking part in a free taster I'm holding over five days this summer you can sign up here: publicityforpetbusinesses.mykajabi.com/PRTasterJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

Have you pitched to a journalist and had a positive response?Or are you thinking of pitching but feel unsure of the next step to take?If you haven't been interviewed by a journalist before, the prospect can be a little bit daunting.With the Coronavirus pandemic taking place now more business owners are finding opportunities to share their experiences in the media.And being prepared means they can maximise this so here are ten tips on how to prepare for an interview.Here is a summary of the episode with the timings of the key points covered:2.10 - Study the publication, consider their political leaning and the demographic of their audience.4.04 - Look at other stories they have covered on your topic or area of expertise. Case study: Jade Statt and StreetVet.6.20 - Why journalists love including stats and figures in a story and how you can have these prepared for your interview. Case study: Dominic Hodgson and Worry Free Walks.9.40 - Be friendly and don't waffle. Remember journalists are people too!11.02 - Be ready to answer questions as best you can and keep a natural conversation flowing.12.20 - Why you shouldn't hold back your age or other personal details - especially if the interview is promoting your business!15.00 - Avoid getting over excited and talking over the journalist (I am trying to stop doing this too!)16.02 - Keep it simple - remember you are speaking to the man on the street and they won't have the knowledge you do.The job of the journalist is to make the informations as easy to understand as possible.18.50 - Have your key messages to hand and try to keep the conversation going back to them.This means it is more likely that they will see this as the most important part of the story. Case Study - Jade Statt - Mirror Online.21.00 - Have 3-5 tips handy. Case Study - Kerry Jordan on BBC Radio Kent. 23.10 - E mail links to your website, images and resources.25.22 - Say thank you and always leave your phone number on your e mail.Links mentioned in this episode: Jade Statt - homeless pets and Coronavirus in the Independent.https://inews.co.uk/news/coronavirus-uk-latest-homeless-rough-sleepers-hotels-dogs-pets-2523747Dominic Hodgson - Worry Free Walks in the Sunday Mirror:https://www.mirror.co.uk/news/uk-news/dog-owners-who-pets-become-13669919Sam Barnes - Art with Sam - The Telegraph:https://www.telegraph.co.uk/food-and-drink/features/baking-classes-yoga-meet-small-businesses-helping-fight-lockdown/Sam Barnes - Art with Sam - East Anglian Daily Press:https://www.eadt.co.uk/news/samantha-barnes-woodbridge-suffolk-online-art-classes-1-6607333If you are thinking of pitching to the media and you have time on your side, I have a free press release template that comes with a series of e mails to support you.You can download the template here: publicityforpetbusinesses.mykajabi.com/Press-ReleaseIf you've heard about my Publicity for Pet Businesses programme and are interested in taking part in a free taster I'm holding over five days this summer you can sign up here: publicityforpetbusinesses.mykajabi.com/PRTasterJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

Do you have a niche in your pet business?Maybe you've thought of focusing on one breed of animal or one type of behaviour.If this is something you've considered but you're not sure whether it would work, or maybe you've had friends and family members tell you that you're narrowing your potential clients base then you will LOVE listening to Kellie's experience.Kellie is a former police officer and it was two years ago when she adopted a Beagle named Daisy and fell in love with the breed that she decided she wanted to understand their behaviour.She became so transfixed that she took redundancy from her job in the police and set up a business as a dog trainer.Kellie soon realised she wanted to work solely with Beagles and now supports owners all over the world.Here is a summary of the episode with the timings of the key points Kellie and I cover:1:15 - How having cumulative PTSD from working as a police officer led Kellie to adopt Beagle Daisy.2:30 - How Kellie fell in love with Daisy but soon learned her behaviour was 'awful' and it was when she struggled to find a trainer who understood Beagles that she decided to learn herself on YouTube.3:25 - Studying dog behaviour and psychology and how it transformed Daisy in just six months.4:10 - How Kellie started out as a dog trainer for 'every breed' around her job as a police officer.4.45 - Niching down in June 2019 to only working with Beagles and how it was the best decision she ever made.6.20 - Why every breed needs its own specific trainer and understanding Beagles.10.40 - How Daisy now helps Kellie as she trains other dogs.11.30 - How it took guts to turn away work when she decided only to work with Beagles.12.02 - Building her business on social media and the negativity she encountered.14.40 - Continually topping up her learning.15.30 - How Kellie works with Beagles all over the world.16.30 - How rewarding it is to see how positive training has helped her second Beagle Billy.18.00 - Kellie's Beagle Community has 4,000 members and this has helped her grow and reach people in Australia, Canada, America, India and Morocco.21.00 - Working with Beagles in America and supporting new puppy owners in Texas.22.00 - Meghan Markle and what it must have been like for her to leave her Beagle Guy.24.30 - Supporting Beagle Welfare - Beagles are one of the most rehomed breeds in the UK.25.20 - How rehomed dogs can suffer PTSD.27.30 - Kellie's advice to those who are considering a niche.30.00 - What's next for Kellie?It is so fascinating listening to Kellie and I hope you like this episode. You can find out more about her work on the links below.Links mentioned in this episode:Beagle Welfare:You can find out about Kellie on the following channels:Website: http://thebeaglelady.com/Facebook: https://www.facebook.com/pg/thebeaglelady101YouTube: https://www.youtube.com/channel/UCDqU0rlufX3rMgHLwQrlj-wInstagram: https://www.instagram.com/thebeaglelady101/Twitter: https://twitter.com/thebeagleladyIf you are thinking of pitching to the media and you have time on your side, I have a free press release template that comes with a series of e mails to support you.You can download the template here: publicityforpetbusinesses.mykajabi.com/Press-ReleaseIf you've heard about my Publicity for Pet Businesses programme and are interested in taking part in a free taster I'm holding over five days this summer you can sign up here: publicityforpetbusinesses.mykajabi.com/PRTaster

This episode looks at the four different types of content pet business owners can be creating while they can't physically serve their customers while on lockdown during the Coronavirus pandemic.How do you stay in touch with your clients for the next 11 weeks and give value so your business can bounce back when the restrictions are lifted?We keep hearing we need to keep showing up on social media and be present. But sometimes it can be hard to know what to say.This is something that is causing a lot of worry and overwhelm which is why I created this episode and also a supporting programme I'm offering right now.In it I cover the different stages and types of content you can be creating to keep in touch with clients over the coming weeks and months.They are: Relate, Reflect, Respond, Prepare4.52 - How to keep in touch without being insensitive or annoying.5.30 - The financial situation self employed pet business owners in the UK are in right now.7.05 - How the media wants to hear about feel good community stories.9.30 - The impact of lockdown on dog friendly travel.11.20 - The first stage - Relating to clients and showing empathy.13.53 - The next stage - Reflecting on the implications of lockdown.17.33 - The third stage - Responding to what your clients need and providing solutions to support them.24.00 - The four stage or type of content - Preparing for the future. Try to look ahead to three months time to what you will be facing and your clients. About the Coronavirus Support ProgrammeThis is a four week coaching programme helping pet businesses owners create content with confidence on lockdown. It includes my Kick Start Your Pet Business blog course (Usually £127) and a 30 minute one to one (Usually £99)This programme is £33 a month for three months so a total investment of £99.You can sign up here: Coronavirus Support programmeLinks mentioned in this episode:How to pitch to the media about your pet business and Coronavirus.Coronavirus pitching guideSuzanne Gould from Edinburgh Holistic Dogs in the TelegraphA crisis can bring out the best in usSuzanne Gould from Edinburgh Holistic Dogs in The ScotsmanDog trainer starts online group to help pets in lockdown Anna Pollard from The Dog HouseLockdown Grooming Challenge

How do you stand out from the crowd when there are so many pet businesses popping up everywhere?For Claire Lawrence, a dog trainer from Buxton in Derbyshire, writing a book is what has set her out from the competition.In this episode Claire shares how she went from being a fed up chef to a dog walker before becoming a trainer.And how a terrifying episode with her own dog Titan which culminated in a man having his finger bitten off inspired her to work with reactive dogs.Now Claire helps dog owners all over the world cope with their barking dogs and this year plans a UK tour.Here is a breakdown of what Claire had to say:1.32 - How her German Shepherd Titon and puppy Skye prompted her to ditch her job and start a dog walking business - in the same day back in 2010.2.44 - How she worked as a one to one dog walker, chef and at boarding kennel at the beginning to keep her head above water.4.00 - Claire explains how she focused on solo dog walks working with dogs who struggled being on a group walk and how this helped build her confidence.6.00 - How she became the go-to person for owners with difficult dogs who pulled, jumped and lunged and put her own training into practice while walking them which evolved into her reward based training.7.45 - Claire says it was in 2017 when more dog walkers were popping up in her area when she realised she needed to put value on her training walks and start charging.8.55 - Now 85% of her clients are barking dogs.11.30 - Claire decided to put her methods into a book, You'd be barking mad not to!12.57 - How the book has helped raise Claire's profile.13.47 - How the book led to a podcast, membership and UK tour and messages from people all over the world.14.53 - Taking part in my free PR challenge helped open her eyes on how publicity could help her.15.29 - Being in Your Dog inspired local vets to contact her to talk about supporting their clients. 18.00 - Her UK tour and the demos that people can look forward to with Claire and her feisty Border Terrier Digger.Websites and links mentioned in this episode you may find helpful:Find out more about Claire on her website where you can order her book:https://3sts.co.uk/Claire in Companion Life:http://www.companionlife.co.uk/how-good-dogs-can-turn-bad-titons-story/Claire in Your Dog:https://www.yourdog.co.uk/store/back-issues/your-dog/your-dog-magazine-january-2020Claire's interview with me on my pet blog about the book:https://www.thepawpost.co.uk/health/how-to-help-your-barking-dog-with-claire-lawrence/Free Press Release Template:https://publicityforpetbusinesses.mykajabi.com/Press-ReleaseJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

Have you tried pitching a story idea and got Radio Silence?If you have, don't worry, it happens to most people when they start pitching to the media, including journalists who have been in the industry for decades.In this episode I talk about Five Journalists you can pitch to with your pet business story who are more likely to say 'yes.'Here are the notes for this episode, and at the end you'll find links to the articles and resources I've mentioned.Shownotes:0.30 - Where we are at in the Coronavirus crisis. (March 2020)2.30 - Why you should always pitch to a specific journalist - not a generic e mail like News@ or [email protected] - Why would anyone care? The question you need to ask each time you think of pitching a story.Breakdown of the five journalists.4.31 - The journalist who covers your patch.6.30 - The journalist who covers your specialist area.8.40 - The journalist with an interest in your business.10.30 - The journalist who is crying out for ideas.13.50 - The journalist you've already built a relationship with.18.20 - Don't run out of steam once you're written your press release - be sure to get in front of the right person and nurture relationships.Websites and links mentioned in this episode you may find helpful:Claire Lawrence talks dogs Coronavirus on the radio: Radio Nottingham Dominic Hodgson coverage for Tour De Rescue: https://www.mirror.co.uk/news/uk-news/dog-trainer-cycle-300-miles-19792708Press Release Template and e mail series:https://publicityforpetbusinesses.mykajabi.com/Press-ReleaseJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

In this episode I talk about seven easy ways to approach a journalist if you have a story about your pet business.Often business owners can put off approaching the media as they think they need to have a PR company, or an expensive press pack, or a perfectly crafted press release.But the reality is that all journalists are interested in is great ideas to entertain their readers.Here are the key points if you'd like to skip forward:1.30 - Follow the #journorequest hashtag on Twitter or in the US, #helpareporterout or #HARO4.30 - The Facebook groups where journalists are hanging out looking for case studies and experts. I would recommend Feature Me (free) and Lightbulb (£5 per month).7.31 - Look out for 'come ons' in the actual publication. These are short articles inside the newspaper or magazine where they ask readers to get in touch and provide an e mail address or phone number.8.50 - How networking events can potentially connect you will journalists. Personal connections are powerful so ask how you can help them so they remember you.10.45 - Have an elevator pitch ready - journalists like you to be succinct.12.00 - Use connections with friends and family members who may know a journalist and can introduce you. You'll be one step ahead.13.41 - Look at the regular pages and features in the publication and see where you fit in. Can you pitch to the business section or lifestyle pullout?15.22 - What makes a great press release and how to put one together.17.15 - Using the Press Release template and supporting e mails.18.00 - Be creative and make sure you're giving journalists something of value, research the writer and what they cover, don't do the 'spray and pray' and your press release will stand a far better chance of landing.Websites and links mentioned in this episode you may find helpful:Sue McCabe in the Telegraph: https://www.telegraph.co.uk/family/life/gets-dog-rise-celebrity-pet-nup/Press Release Template and e mail series:https://publicityforpetbusinesses.mykajabi.com/Press-ReleaseJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

In this introductory episode I explain what publicity is and how it can help your pet business.I explain the following:What publicity is.The different places you can get publicity.How you can go about getting publicity.Success stories from pet entrepreneurs who have have media coverage and how it has helped their businesses.Here is a breakdown of the areas covered:1.37 - Introduction to me and my experience as a journalist for national media in the UK and a pet blogger at www.thepawpost.co.uk2.25 - How getting media coverage for your pet business isn't out of your reach. There is a HUGE market for stories about pets.3.45 - Pitching to the media isn't something you have to do every day, but fits perfectly into your marketing mix.5.07 - How publicity will increase your visibility.10.42 - How media coverage can position you as an expert.14.00 - What happens when you're one of several recommendations and you're the one with media coverage.15.10 - Standing out from the crowd.17.14 - How publicity works for your business 24/7.20.00 - Building credibility in you and your brand offline.23.00 - Putting yourself forward for media coverage is being vulnerable and can be scary but once you have done it once it will build your confidence.If you found this podcast helpful you can also read it as a blog post here:https://www.publicityforpetbusinesses.co.uk/how-press-coverage-can-help-your-pet-business/Further reading and resources mentioned in this episode:Kim O'Donnell in the Daily Mail:https://www.dailymail.co.uk/news/article-7821419/Ex-School-nurse-sees-dog-accessories-modelled-Boris-Johnsons-dog-Dilyn.htmlKaren Boyce as the most popular puppy trainer in Wales:https://www.leaderlive.co.uk/news/18225923.llangollen-dog-trainer-celebrates-milestone-achievement-beastly-thoughts-professional-dog-service/Dominic Hodgson's Worry Free Walks book:https://www.mirror.co.uk/news/uk-news/dog-owners-who-pets-become-13669919Free Press Release Template:https://publicityforpetbusinesses.mykajabi.com/Press-ReleaseJoin my Facebook group:https://www.facebook.com/groups/publicitytipsforpetbusinesses

Are you thinking of pitching to your local media about what you're doing in your pet business about Coronavirus?It's a scary time for everyone and journalists are looking to hear from businesses on what they are doing about Coronavirus.This episode gives you advice on what to do if you'd like to pitch a story to a local news outlet, so that could be a newspaper, website or TV or radio show.I share real life examples of businesses who have already been successful in doing this.The episode covers:How to find local publications who are writing about what is happening with CV.How to find journalists contact details.How to write a quick pitch about what you're doing.It is a fast track version of my regular PR My Pet Biz challenge in response to the current crisis.People need to know what support is out there for their pets and you can follow these tips to share information.If you would like more advice, join my Free Facebook Group, Publicity Tips for Pet Businesses.