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Ep. 77 – Pet Business Newsjacking Secrets: How to Hijack Headlines, Create a Celebrity Buzz Around Your Facility, and Sell More Dog Daycare Services!
Not ready to host a kennel lock-in or parade through town with costumed dogs just to get press?
Do you wish you could make the news without making a scene (and without losing out on profit)?
Looking for a fool-proof way to grab attention and turn yesterday’s headlines into tomorrow’s bookings?
Then this follow-up to last week’s episode will help, because host Dom reveals how to borrow the news – using trending stories and viral headlines to make your pet care services feel timely, relevant, and newsworthy. He reveals how stories like Prince William’s new puppies, dog attacks on postmen, or the latest zoo enrichment feature, can lead to huge change in your business if you know how to spin the story into engaging content that drives sales and elevates your expert status.
Plus, in this week’s Tech Talk, Josh Hightower breaks down the “lead magnet” – what it is, why you need one, and how PetBizSuite gives you plug-and-play tools to build your email list fast. And finally, Dom is joined by Rebecca Shipman for a behind-the-scenes look at the latest issue of Pet Boarding & Daycare Magazine – including community outreach strategies, AI for pet pros, Universal Studios-inspired sales tactics, and a stellar feature on Skydance Pet Lodge.
In this episode, you’ll discover:
Thanks for tuning in!
To learn more about Dom’s coaching programs and how to build a premium pet care business, visit: www.petbusinessmarketing.com/diamondnow
Big thanks to this week’s guest, Josh Hightower from PetBizSuite, you can find out more about how PetBizSuite CRM can help your business grow by going to www.petbizsuite.com
The July/August issue of the Pet Boarding and Daycare Magazine is ‘HOT’ off the press. Grab your copy or view the digital version by going to www.petboardinganddaycare.com
Remember, the next Barkleigh show is happening in Hershey in November. Be the first to find out when registration opens by entering your info at www.petboardingexpo.com
Episode Highlights:
[00:51] – Dom kicks off the show with a quick recap of last week’s “Make the News” strategy—and introduces Part 2: Borrow the News.
[02:53] – Tech Talk: Josh Hightower explains what a lead magnet is and why it’s the first step in a strong sales funnel.
[05:46] – How a lead magnet builds trust, collects contact info, and bridges the gap between curiosity and conversion.
[08:35] – Josh explains the 7-11-4 rule of marketing: why prospects need more touchpoints before they’re ready to buy.
[11:09] – Dom dives into news-borrowing, with step-by-step tips for turning trending stories into PR and content gold.
[14:07] – Real example: How Dom used a national story about puppy resale to land local coverage and boost book sales.
[16:52] – Client example: “Little Critter” Lucy Medway gets press by responding to a celebrity guinea pig story.
[20:28] – Dom’s borrow the news formula: Current headline + local expert take + practical tips = media coverage.
[24:34] – Dom live-spins five current stories into sellable angles—covering obedience, enrichment, and puppy training.
[31:18] – Rebecca Shipman joins to preview the latest magazine issue—including Skydance Pet Lodge, doing good in your community, and AI tools that save time.
[34:28] – Why enrichment, pricing, and customer experience all take centre stage in this packed bimonthly issue.
[38:08] – Next week: Dom teases a powerful double episode with Alison Jacobs of Scouts Honour on systemising leadership and building a business that runs without you.
View all episodes
By Barkleigh Productions
5
88 ratings
Not ready to host a kennel lock-in or parade through town with costumed dogs just to get press?
Do you wish you could make the news without making a scene (and without losing out on profit)?
Looking for a fool-proof way to grab attention and turn yesterday’s headlines into tomorrow’s bookings?
Then this follow-up to last week’s episode will help, because host Dom reveals how to borrow the news – using trending stories and viral headlines to make your pet care services feel timely, relevant, and newsworthy. He reveals how stories like Prince William’s new puppies, dog attacks on postmen, or the latest zoo enrichment feature, can lead to huge change in your business if you know how to spin the story into engaging content that drives sales and elevates your expert status.
Plus, in this week’s Tech Talk, Josh Hightower breaks down the “lead magnet” – what it is, why you need one, and how PetBizSuite gives you plug-and-play tools to build your email list fast. And finally, Dom is joined by Rebecca Shipman for a behind-the-scenes look at the latest issue of Pet Boarding & Daycare Magazine – including community outreach strategies, AI for pet pros, Universal Studios-inspired sales tactics, and a stellar feature on Skydance Pet Lodge.
In this episode, you’ll discover:
Thanks for tuning in!
To learn more about Dom’s coaching programs and how to build a premium pet care business, visit: www.petbusinessmarketing.com/diamondnow
Big thanks to this week’s guest, Josh Hightower from PetBizSuite, you can find out more about how PetBizSuite CRM can help your business grow by going to www.petbizsuite.com
The July/August issue of the Pet Boarding and Daycare Magazine is ‘HOT’ off the press. Grab your copy or view the digital version by going to www.petboardinganddaycare.com
Remember, the next Barkleigh show is happening in Hershey in November. Be the first to find out when registration opens by entering your info at www.petboardingexpo.com
Episode Highlights:
[00:51] – Dom kicks off the show with a quick recap of last week’s “Make the News” strategy—and introduces Part 2: Borrow the News.
[02:53] – Tech Talk: Josh Hightower explains what a lead magnet is and why it’s the first step in a strong sales funnel.
[05:46] – How a lead magnet builds trust, collects contact info, and bridges the gap between curiosity and conversion.
[08:35] – Josh explains the 7-11-4 rule of marketing: why prospects need more touchpoints before they’re ready to buy.
[11:09] – Dom dives into news-borrowing, with step-by-step tips for turning trending stories into PR and content gold.
[14:07] – Real example: How Dom used a national story about puppy resale to land local coverage and boost book sales.
[16:52] – Client example: “Little Critter” Lucy Medway gets press by responding to a celebrity guinea pig story.
[20:28] – Dom’s borrow the news formula: Current headline + local expert take + practical tips = media coverage.
[24:34] – Dom live-spins five current stories into sellable angles—covering obedience, enrichment, and puppy training.
[31:18] – Rebecca Shipman joins to preview the latest magazine issue—including Skydance Pet Lodge, doing good in your community, and AI tools that save time.
[34:28] – Why enrichment, pricing, and customer experience all take centre stage in this packed bimonthly issue.
[38:08] – Next week: Dom teases a powerful double episode with Alison Jacobs of Scouts Honour on systemising leadership and building a business that runs without you.
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