Are you attracting the right kind of pet parent – or just anyone with a wallet and a dog?

Ever feel like your marketing is falling flat, no matter how much time and money you spend on it?

What if you could build your business around clients who already want what you offer – and are happy to pay a premium price for it?

In this episode, the world’s leading Pet Business Coach, Dom Hodgson dives deep into a marketing masterclass focused on the most overlooked (and most important) element in your pet care business: your ideal client avatar. If you’ve never heard of this before, your avatar is essentially that one customer you wish every single one was like – they pay on time, they don’t complain, they refer you to their friends and family – here, Dom breaks down how to construct your avatar and attract them to your business.

Plus, you’ll hear Dom’s take on a Guardian newspaper article, questioning whether the modern dog owner has gone too far in pampering their pooch – and why that’s exactly the trend you should be leaning into. You’ll also hear a testimonial from Enrich U superstar Kelli McEntire, who explains how enrichment has changed her daycare and actually made her daycare easier, her dogs happier, and her business much more profitable.

In this episode, you’ll discover:

• Design for Your Dream Client – Why “anyone with a dog and a wallet” is a dangerous mindset that leads to the wrong customers.

• Avatar-Led Marketing – How creating a profile like Dom’s “Jessica Martin” helps tailor your messaging, offers, and upsells.

• Think Like Wingstop – How a chicken wing chain nailed its audience—and what pet care can learn from them.

• Enrichment as Differentiator – Why personalized, theme-driven enrichment is the best tool for standing out and charging more.

• Why Structure Sells – How storytelling and specificity help pet parents justify premium prices – and spread the word for you.

Need help defining your ideal client, or do you need to fix a broken marketing system? The Pet Biz Wiz can help! To learn more about Dom’s exclusive coaching programs and how to attract your dream clients, visit: www.petbusinessmarketing.com/audition

Huge thanks to our incredible show sponsor PackPro!

PackPro provide comprehensive, affordable, and efficient daycare staff training for your pet boarding and daycare facility, to find out more about how they can help you empower and support your team by creating playgroups that are safe, productive and fun to manage, go to PackPro

Barkleigh’s next show is the Pet Boarding and Daycare Expo which is happening in Hershey in November 10th to 13th. Register now to be the first to find out when tickets go on sale. Click here to register now

Episode Highlights:

[00:51] – Dom kicks off the episode by introducing today’s topic of the ideal customer avatar.
[01:48] – What Dom actually does outside the podcast—and how coaching can help pet pros grow.
[07:30] – Dog News: “Does your dog care if its collar is from Burberry?” Dom says… maybe not, but the owner certainly does.
[10:21] – Why enrichment isn’t spoiling dogs – it’s good business strategy.
[13:42] – Enrich U client Kelli McEntire shares how enrichment saved her time and boosted profits.
[15:52] – Avatar Masterclass is in session: why most pet pros are still marketing to “everyone.”
[18:09] – Dom breaks down the different avatars he uses across his own coaching services.
[21:08] – The danger of generic messaging—and how to fix it by listening to client conversations.
[25:35] – The Jessica Martin avatar example for puppy trainers and how to build your own.
[36:02] – Dom’s assignment: build your avatar, ask better questions, and build a business around the clients you want.