DogCo Secrets

🤯 Are You Building Your Business for YOU or for Everyone Else? If you’ve ever found yourself stuck between what your team needs, what your clients want, and what you actually envisioned when you started your business, this episode is for you. I’m Michelle Kline, founder of Dog Co. Launch and host of the Dog Co. Secrets Podcast, and today we’re tackling one of the most important strategic questions every pet care business owner needs to answer:

Who is your business really built to serve?

I’ll walk you through how to clarify that answer, how to realign your goals when it’s out of sync, and how to start making decisions that protect your why, not just your revenue.

👇 Jump to what matters most using the chapters below and don’t forget, summit tickets are open! 
🎟️ DogCo Business Summit: https://dogcosummit.com

💥 What’s Inside This Episode:
 • Re-centering your role as the owner
 • Redefining “who you serve” across clients, team, and self
 • Spotting imbalance before it burns you out
 • Practical frameworks for setting business priorities

📢 Ready for Next Steps?
💡 Join me at the DogCo Business Summit this September in Winston-Salem or virtually. This is where next-level clarity and community come together.
🎟️ https://dogcosummit.com

This Hot Tip Friday episode is all about Call to Actions (CTAs) and why they might just be the easiest, most impactful fix you can make to your website, social, and general marketing today.

Whether you’re a dog walker, pet sitter, or service-based business owner in the pet care space, a clear, compelling CTA can be the difference between someone clicking and someone bouncing. In this episode, I break down how to build strong CTAs, how to avoid common pitfalls, and how to use them across your website and social media to actually get more conversions without shouting or selling.

💥 3 Quick Takeaways

• Clear CTAs reduce brain fatigue and increase clicks

• Short, action-driven language always outperforms long descriptions

• Placement and contrast matter just as much as wording

🎟️ Come meet me in person (or online!)

The DogCo Business Summit is happening in Winston-Salem, NC, September 26-28, 2024.

Join me for three days of business growth, community, and strategy built for pet care professionals.

👉 Tickets available now: https://dogcosummit.com

🔗 Links & Resources

• DogCo Summit Tickets: https://dogcosummit.com

• Follow me on Instagram: https://www.instagram.com/michelleckline

• Join the DogCo Facebook Group: https://www.facebook.com/groups/917885736018212

In this episode, I’m diving deep into what it takes to professionalize your marketing as a pet care business owner. This conversation was inspired by a post I saw in a Facebook group, and it lit a fire in me to talk about how important it is for us, especially in the pet care industry, to step up and stand out. Whether you’re brand new or scaling fast, getting serious about your photography, messaging, reviews, and website could be the key to your next big breakthrough.

This is not just about aesthetics. It’s about clarity, credibility, and conversion. If you’ve been feeling stuck or overwhelmed when it comes to marketing, this is the episode for you.

🎟️ Grab your ticket to the DogCo Business Summit
📍 Winston-Salem, NC – Sept 26-28, 2025
🌐 In-person and digital tickets available now: https://dogcosummit.com

💥 What’s Inside This Episode
• Why marketing is your job
• The 4 cornerstone investments every pet biz owner should make
• A reality check on AI content and authenticity
• The mindset shift that can make all the difference

⏱️ Timestamps
0:00 - Welcome and story behind today’s episode
2:00 - The “it’s not fair” mindset and what to do about it
4:00 - Why marketing matters even if you didn’t sign up for it
5:15 - Cornerstone #1: The ROI of professional photography
8:00 - AI imagery vs real-life trust builders
9:45 - Cornerstone #2: Reviews and reputation as marketing
11:30 - Cornerstone #3: Your website is your conversion engine
13:20 - Cornerstone #4: Learning to write like you mean it
16:00 - The copywriting edge you can’t afford to skip

🧠 Key Takeaways
• Marketing doesn’t have to be perfect, but it does have to be intentional
• Photography, reviews, a good website, and strong messaging are high ROI plays
• Excellent writing will always outperform average AI-generated content
• You don’t have to do it all—but you do have to lead with clarity

📍 DogCo Business Summit | September 26-28, 2025
Come meet other pet care entrepreneurs, grow your network, and sharpen your business.
🎟️ Tickets: https://dogcosummit.com

Today’s Hot Tip is all about workspace strategy. I’m walking you through how my home office upgrade completely changed the way I show up as a CEO, and the surprisingly small tweaks that gave me the biggest return. If you’ve ever felt scattered, distracted, or like you’re “just getting through” your workday, this one’s for you.

✨ Here’s what’s inside this episode:

• The one moment that changed how I view my work environment
• My top 3 high-ROI workspace upgrades (that don’t cost a fortune)
• A few bonus tweaks that help me get into deep work faster

💡 Key Takeaways:

• A dedicated desk can train your brain to treat your time like a business owner
• Dual monitors will level up your efficiency more than you think
• Noise-canceling headphones are a focus superpower, even in silence
• Simple tools like a timer and screen layout can multiply your attention

A good office setup isn’t about aesthetics, it’s about function, and building a space where you can think like the leader your business needs.

🎧 P.S. My current favorite productivity combo: a clean desk, two screens, a focus timer, and noise-canceling headphones with nothing playing at all.

🎟️ Want more strategies like this? Come to the DogCo Business Summit

September 26–28, 2025 | Winston-Salem, NC
Now with digital ticket options available! → dogcosummit.com

If you’re wondering what the next level looks like for your pet care company, this episode is for you. Over the last few years, I’ve had the privilege of helping hundreds of pet care businesses grow and scale, and this episode walks through the key phases I’ve seen again and again. Whether you’re still solo or passing the half-million mark, I break down what to expect, what breaks, and what you’ll need to evolve if you’re serious about sustainable growth.

🎟️ Want support growing your pet care business?
Join me and other ambitious owners at the DogCo Business Summit in Winston-Salem, NC, September 26-28. In-person and digital tickets available.
👉 https://dogcosummit.com

In this conversation, I walk you through the actual scaling patterns that show up in businesses across the pet care industry. From hiring your first team member to building a seven-figure company, I share how the work changes, how your role shifts, and what you need to pay attention to so you can keep growing without burning out.

💥 Key Takeaways
• You can’t build a million-dollar business doing $20/hr tasks
• The shift from fieldwork to strategy is not automatic; it’s a skill
• Hiring too soon or too late will cost you
• Repeatable systems, not hustle, are what scale your company
• Every phase of growth breaks something, and that’s normal

👇 Timestamps
0:00 – Welcome and why this episode matters
1:45 – My early days as a solopreneur (and how it broke me)
4:10 – What most owners get wrong when trying to scale
6:00 – When to hire and how to build around your actual time
8:15 – Breaking into the 200-300K zone (and why it feels chaotic)
10:30 – Delegation, burnout, and trusting your team
12:20 – The systems you must have in place to scale sustainably
14:00 – Hiring for safety vs. survival
15:40 – The 750K+ shift and how your role must evolve
17:00 – Final thoughts and invitation to the Summit

Thanks for listening. I’d love to hear which phase you’re in right now and how I can support you better. Tag me or share with another business owner you care about. We’re building better companies, together.

- Michelle

In my last episode, I had the privilege of interviewing the one and only Joey Coleman, bestselling author of Never Lose a Customer Again and Never Lose an Employee Again. The conversation left me fired up, and I wanted to use today’s Hot Tip episode to break down three key takeaways I’ve been chewing on since we wrapped.

Whether you’re looking to deepen client loyalty or build long-term relationships with your team, this episode is for you.

✨ Here’s what’s inside this episode:

• Why curiosity is your most underrated retention tool
• The costly mistake I made by over-focusing on new client acquisition
• How vulnerability plays a hidden but crucial role in keeping the people you care about

💡 Key Takeaways:

• Curiosity is the antidote to assumption, and the gateway to engagement.
• Client retention is often more powerful (and more profitable) than constant acquisition.

Vulnerability in established relationships is uncomfortable, but essential.

If I could rebuild my first business all over again, this would be the playbook. I hope it helps you feel confident focusing on who’s already with you, not just who’s next.

📚 Mentioned in This Episode:

• Never Lose A Customer Again by Joey Coleman: https://amzn.to/3SQRYdT
• Never Lose an Employee Again by Joey Coleman: https://amzn.to/4jqVDtp

🎟️ Come Learn Live From Joey at the DogCo Business Summit!

September 26–28 in Winston-Salem, NC

In-person and digital ticket options available

→ https://my.cheddarup.com/c/dogco-business-summit-tickets/items

If this episode encouraged or challenged you, send it to a friend, share it with your team, or post it on socials. I’m cheering you on.

- Michelle

Hi everyone! Michelle here. Today’s episode is a big one. I had the absolute honor of sitting down with Joey Coleman, renowned speaker and bestselling author of Never Lose a Customer Again and Never Lose an Employee Again. Joey is not only a master of customer experience—he’s also someone who fundamentally understands how to make people feel seen, valued, and loyal from Day One.

We talk through everything from why so many businesses drop the ball during onboarding, to how pet care brands can scale trust without sacrificing humanity. Whether you’re just starting out or deep in the weeds of growing your team and services, this episode is packed with takeaways that can literally change your business.

📚 Get Joey’s Books (Affiliate Links):
• Never Lose a Customer Again → https://amzn.to/3SQRYdT
• Never Lose an Employee Again → https://amzn.to/4jqVDtp

🎟️ Come Learn From Joey Live at the DogCo Business Summit!
Join us for a live workshop with Joey Coleman himself at the DogCo Business Summit. Tickets available now:
👉 https://my.cheddarup.com/c/dogco-business-summit-tickets/items

⏱️ Chapters:
00:00 Welcome and Intro to Joey Coleman
03:51 Joey’s background and mission
09:32 The cost of bad onboarding
13:10 Why most businesses lose clients early
18:27 Designing a first impression that lasts
24:03 Joey’s six stages of the customer journey
30:45 Turning casual buyers into lifelong fans
37:00 Building team culture that retains talent
43:19 Applying Joey’s principles to pet care
49:44 Joey’s advice on scaling experience with heart
55:02 What most businesses still get wrong
59:40 Behind the scenes of writing his books
1:03:55 Live Q&A with Joey Coleman
1:09:22 Closing thoughts and next steps

💥 Key Takeaways:
• The first 100 days of client or employee experience are the most influential
• Most businesses lose loyalty early due to lack of intentionality
• Great onboarding isn’t about automation, it’s about emotion
• It’s easier to fix broken internal systems than it is to repair broken relationships
• Customer experience is your brand
• Loyal clients and employees become your best marketers

If this episode fired you up the way it did me, just imagine what it’ll be like to learn from Joey live. Come join us at the DogCo Business Summit and take your client and employee experience to the next level. Let’s build something unforgettable together.

#michellekline #joeycoleman #dogcosecrets

-Michelle

If you’ve ever wondered how much you should invest in your own growth, this one’s for you. In today’s short, impactful episode, I'll make a case for putting your money where your mindset is by setting aside a clear percentage of revenue to level up your personal and professional skills. I'll break down what “investing in yourself” really means, why it matters so much for your business’s success, and how to get over the barriers that keep most people from doing it.

💥 Key Takeaways:

• Investing in your skills is the single most impactful way to grow your business
• 10% of your revenue should go toward your education and development
• Budget for it before the opportunity arrives, not after
• If you’re stuck, action beats perfection—just move
• Self-trust is built through action, not hesitation
• Profit First is a helpful system to carve out your investment bucket

I'll also share the exact percentage she uses (hint: it’s higher than you think), along with a powerful mindset shift to help you take action before you’re “ready.” This episode will challenge you to stop waiting, start betting on yourself, and trust that you are the best asset your business has.

🎯 What’s Inside This Episode:

• Why investing in yourself creates the biggest ROI
• The exact percentage I budget for personal growth
• 3 common barriers to investing in your education
• A mindset shift that makes saying “yes” easier
• Why betting on yourself beats betting on someone else

📢 Want help growing your pet care business in 2025 and 2026?

The DogCo Mastermind is now open for enrollment until June 6 (or until seats fill). Work with me and a community of pet care professionals to build your dream business with structure, strategy, and support.

👉 Learn more at dogcolaunch.com/mastermind

Hard truth time: you don’t accidentally become the person you dream of being. That version of you, the one with clarity, capacity, and conviction, has to be built. In this raw, practical episode, I open up about the real work behind becoming the next version of yourself. From the daily choices that shape your trajectory to the painful truths we often avoid, this episode will challenge you to get honest, take ownership, and finally make measurable progress. (And remember: I'm always cheering you on.)

🚨 The DogCo Mastermind is now open, only twice a year! Doors close June 6th or when seats are filled. If you’re ready to scale your pet care business alongside others who are all-in, this is your moment.
👉 Learn more: https://dogcolaunch.com

Whether it’s your health, your habits, or your business, if you’re feeling stuck between where you are and where you want to be, this episode offers a clear 3-part framework to start bridging that gap today.

⏱️ Chapter Timestamps:

0:00 – Intro: The gap between now and who you want to be
1:00 – A transparent look at Michelle’s self-growth journey
3:30 – When your business (or body) tells the truth
6:05 – The 3-step framework that changed everything
9:45 – The cost of inaction vs. the power of investment
14:00 – Surrounding yourself with people who raise the bar

🔍 What’s Inside This Episode:
✅ How to close the gap between who you are and who you want to be
✅ Michelle’s personal post-COVID health wake-up call
✅ The truth about money, motivation, and making lasting change
✅ Why proximity to excellence speeds up growth
✅ A 3-step framework to track, commit, and level up

What if your best marketing copy is already written… by your clients?

In this Hot Tip Friday episode, I’m sharing two simple and powerful ways to collect meaningful client feedback and turn it directly into marketing that converts. Whether you’ve been stuck trying to write better website copy or you’re not sure what to say on social media, this episode will walk you through how to let your clients tell the story for you.

I also share my top trick for pulling it all together without getting overwhelmed, and how I use ChatGPT to streamline the process without letting it write the final message.

💥 Key Takeaways:

✅ Use real client language to make your marketing feel more authentic
✅ Send an annual survey to pull out the emotional and practical value of your services
✅ Analyze recurring themes with a simple qualitative method
✅ Mine your Google and Facebook reviews for messaging gold
✅ Yes, you can (and should) repurpose reviews in your content
✅ Use ChatGPT to synthesize—not write—your copy
✅ Client feedback is the shortcut to connection and conversion

📢 DOGCO MASTERMIND
Enrollment is open through June 6 (or until full)
Join a powerful group of pet care business owners scaling with structure and support to get you to the next level.
🎯 https://dogcolaunch.com/mastermind

💬 What’s one piece of client feedback you could turn into a headline today?
🐾 Share this episode with a pet pro who wants to simplify their messaging and connect more deeply with their audience.