DESCRIPTION

Building a business that people trust, recognise, and seek out isn’t about being perfect, it’s about being authentic and doing your absolute best. This week, Jo & Vicky are joined by Charlotte Nichols the founder of dog industry centred PR agency Harvey and Hugo. Charlotte shares how using authentic PR techniques combined with your own story sets you apart and helps you to attract  clients that are a perfect fit for you and what you are trying to achieve.

Tune in for honest advice on overcoming self-doubt, simple PR strategies, and why showing up as yourself is your strongest brand move.

KEY TAKEAWAYS

PR is not just sending out a press release, writing a book or entering some awards. It literally is the way you decide to dress, the way you decide to speak, the way you decide to greet your customers

Your quirks and real-life experiences are your brand’s hidden superpower. Let what sets you apart define your business.

Knowing your values makes every brand decision simpler.

In a world of AI people are actively looking out for fakes and avoiding them, which is helping to make authenticity more powerful. People can trust you.

Clients enjoy learning from your experiences, not perfection.

Happy clients and authentic testimonials do more for you than slick marketing.

Use stories and emotion in your PR, they’re what people connect with and remember.

Take creative risks. Standing out beats playing it safe every time.

You don’t need big budgets for PR, starting small and following up works wonders. There is a lot you can do yourself.

Use the phone, not just social. Actually tale to people.

As you grow, keep reminding the world exactly what makes you valuable.

Redefine success on your terms. A lifestyle business can be powerful, profitable, and deeply fulfilling.

BEST MOMENTS

“You need to keep reinforcing why you create value for your customers and how you do it, and your customers telling that story is the best way.”

“Don´t give up you´ve got to be relentless with PR.”

“People do business with people, human to human. Forget B to B, B to C - It's human to human.”

“Try and take a photograph that tells a story.”

“Start small, start local.”

“I'm gonna be as bold as to say, for a lot of us, certainly in the Force Free community, we are effectively marketing ourselves to our peers, our competitors, than we are to our ideal audience.”

“People are employing other dog trainers… and then they're ending up like not making any profit. They're ending up having loads more stress. They're not actually happy. ”

EPISODE RESOURCES

https://harveyandhugo.com

https://www.instagram.com/harveyandhugopr

https://www.linkedin.com/company/harvey-and-hugo

The Pocket Sized PR Plan - 

PRsonal Podcast - https://podcasts.apple.com/gb/podcast/prsonal/id1671838944

The Pocket-Sized PR podcast - https://podcasts.apple.com/us/podcast/the-pocket-size-pr-podcast/id1790644301

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION

Running a dog business is hard—balancing clients, new trends, and that constant search for success can be exhausting. In this episode, we are joined by Andre Yeu, founder of When Hounds Fly Dog Training. Today, we’re talking about starting scrappy, building a thriving business, and the power of choosing your clients wisely.

Andre shares how to move beyond “doing it all,” adapt to a changing industry, and stay authentic, doing so even as client expectations evolve.

KEY TAKEAWAYS

Winging it is a valid way to start and maybe doing training part time. Taking action before you have it all figured out is a great way to unlock real growth.  

You don’t have to take on every client that comes to you. Being selective builds a stronger business and can also be good for your reputation.  

Real change comes with mentorship. Learning from people who are further along than you fast-tracks growth and greatly improves your confidence, but vet your mentor carefully.

Forget what your peers think about the way you do things. It´s your clients you need to please. But still stay open to feedback.

Adopting shiny new tech or employing the latest methods doesn´t guarantee results. You need to use what serves your business.

Your business needs to evolve as your clients’ needs change e.g. AI is making expert info more easily accessible, so dog owners need their trainers for the human support, empathy, and guidance technology can’t offer.

Trust is built long before a sale—multiple touch points across different channels let clients feel like they know you before you’ve even met.

Your story is your superpower. Sharing your face and journey builds trust in a way no logo or certificate can.  

The human touch is irreplaceable. As AI begins to take over, building real relationships and tailoring your service will increasingly set you apart.  

BEST MOMENTS

"I've always set criteria for the types of clients we work with, even if we are like starving and it's famine time."

"Find a circle, your tribe of entrepreneurs, that will teach you the shortcuts so that you don't have to spend as much time experimenting."

"People don't mind that they connect with me on social media, and they go to my classes and it's one of my team members teaching."

"I wish I had looked harder back in the day for that mentor, that coach."

"Our role has to change."

GUEST AND EPISODE RESOURCES

https://www.whenhoundsfly.com/origin-story-andre-yeu

socials: @whenhoundsfly

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Jo & Vicky tackle what they call the "curse of knowledge" something they see a lot within the dog training industry. There is a strong tendency for trainers to use expert jargon and too much technical detail to the point where clients struggle to connect with and understand their dog trainer - a frustrating experience for both parties.

Through personal stories and industry insights, they share practical ways to simplify your message, build a genuine connection with each client and stop overwhelming or confusing them.

KEY TAKEAWAYS

Overuse of technical terms and industry-specific language may alienate potential clients—plain language is essential for connection e.g. Members of the public still call themselves dog owners rather than dog guardians.

Genuine communication and empathy bridge the gap between you and your clients. They foster trust and encourage engagement.

Focus on outcomes and keep your explanations simple.

Dropping the ego and not being judgemental are crucial for understanding clients’ choices and supporting them without bias.

Practical, hands-on experience is just as vital as academic knowledge. Both are needed for effective training and business growth.

Observe and learn from successful communicators and social media accounts.

Feelings of inadequacy often stem from gaps in business skills as well as in your dog training knowledge. When you broaden your expertise in both areas you suffer less from imposter syndrome. This makes you more confident and easier to connect with your clients and adapt to their needs.

BEST MOMENTS

“Remember who you are talking to.”

“I remember going to clients, and was like, oh, yeah, “so the dog's olfactory system”, and they were going “what?!”

“Gauge how much that person wants to know.”

“It's still going to be difficult to fully understand how that person is going to interpret the knowledge that you're sharing, because everything's a bit subjective.”

“Again, it comes back to that judgment of other people and other trainers."

EPISODE RESOURCES

https://www.youtube.com/@yorkshire_canine_academy

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION

This year has been one of the hardest we’ve ever had in business. Making the decision to go all in and state publicly that we only work with force-free dog professionals wasn’t easy, but it was the right thing for us, and for the values Canine Business Academy was built on.

In this episode, we’re being completely open about what that journey has really looked like. We talk about the uncomfortable moments, the mistakes, the fear, the times we might have come across as egotistical and why we’re choosing to own every part of it.

We're sorry to anyone we’ve unintentionally hurt along the way. Growth isn’t clean. It’s messy, confronting and sometimes painful, but it’s also where integrity is tested and the truth gets louder.

If you’ve ever had to make a decision that cost you comfort, clients, or approval, this one’s for you. Because standing for something always comes with challenge but it’s how you keep standing that matters.

KEY TAKEAWAYS

This year, Jo & Vicky took CBA 100% force free and have started saying that in a very clear way.

Jo & Vicky slowly and painfully realised that being open to all trainers, while well-intentioned, ultimately put them at odds with their own beliefs about what’s best for dogs. 

Before you start, sit down and work out what your personal and work values are and set your business up to fit in with that. If you don´t, you are opening the door to inadvertently upsetting people when you realign your business with your values.

Every business goes through challenges, accept that and do your best to be ready to work through them.

Be aware of the role fear can play in letting yourself go down the wrong path or avoiding issues that need to be dealt with quickly.

Seek out clients that are a good fit for you, in particular when it comes to your core values.

BEST MOMENTS

“ When we first launched CBA, we didn't have that clear stance,…we are force free trainers.”

“It’s almost like we just lost our way.”

“We don't work with people who train like that anymore. However, we are not going to accept you talking about people in a derogatory way and tearing people down. That is not what CBA is about.”

“We genuinely do care, and we genuinely do want to support .”

“Just be unapologetically you, because that's all you can be. And if you piss people off along the way, it will be unintentionally, but hopefully that forgiveness can come back.”

“We were cutting off our nose to spite our face hugely…our words and our actions weren’t matching up.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION

Running a dog business can sometimes feel like you’re giving everything; your time, your energy, your weekends and still wondering when life’s meant to happen and it's all just suddenly going to feel like you've made it and got it right.

In this episode, we’re joined by Jeff Mask, firstly, an incredible human being, he's a coach, mentor, and someone who’s become a hugely important person in our lives. 

Together we discuss how easy it is to get trapped in overworking, people-pleasing, and trying to control everything and how those habits quietly cost us as business owners the very life we’re working so hard for.

We talk about what it really takes to build a business that gives you more freedom, not less, and how to protect your time, your relationships, and your sanity while you grow.

KEY TAKEAWAYS

Remember – You are building a business for freedom – not for burnout.

Chasing “work-life balance” is a losing game, it´s unattainable, but achieving harmony between your home and work life is realistic. 

Overworking and people-pleasing might feel necessary, but they’re not. Both of those habits are quietly robbing you of the life you’re working so hard to build.

Knowing your “why” fuels you to set boundaries, say no, and stop scratting for scraps.

Freedom in business isn’t handed to you; it’s earned by making tough choices about what you’ll do (and what you won’t).

Religiously time block and protect space for your most important people, not just your to-do list.

It’s not about the hours you work, but where you put your focus. 

Use the 80/20 rule to focus on what moves your business forward. Then, let go of the rest.

Plan “bookends” around big work commitments, dedicating quality time before and after with loved ones to show they come first.

True harmony happens when your family knows the “music” you’re playing, not just the hours you’re working.

Open, honest conversations, especially at home, are non-negotiable. Your loved ones can’t support you if they’re kept in the dark

BEST MOMENTS

“Busyness and productiveness are not synonymous, but often our brains and our egos don't know the difference.”

"Almost always, what holds us back from actually doing what we say we'll do, as far as balancing a great business and home life, is fear."

“Love is spelled T, I, M, E …  It's really hard for people, especially kids, to feel that they're loved when you're not there.

"Which wolf are you feeding right now ?... The one that's dark and negative and critical, or the one that's light and love and gratitude and abundance?... The wolf that is fed will win."

ABOUT THE GUEST

https://www.jeffmask.com

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Description:

It’s not your prices that are the problem, it’s what you believe about them.

Dog professionals tell us all the time: “People won’t pay that.”

But the truth is people aren't saying that. You are.

In this episode, we talk about the mindset, money stories and hidden fears that stop brilliant dog professionals charging what they’re worth.

You’ll hear:

The iceberg of selling and what’s hiding under the surface

How your beliefs shape every sales conversation

Why “I can’t charge that much” is the biggest lie you tell yourself

How to stop pricing from fear and start pricing from value

What happens when you finally own your worth

Selling isn’t about pushing.

WE COVER:

 The biggest mindset blockers we see around selling and how to recognise and get rid

of them.

 The reason the belief that “people won’t pay xyz” nearly always turns out not to be

true - just something you´ve got used to telling yourself.

 The Gucci vs Poundland analogy you didn’t know you needed.

 How your thoughts, emotions and behaviours are all connected under the surface.

 How to spot when your actions and beliefs don’t match.

 Why if your actions and beliefs don’t match, you’ll feel the wobble, every time and

what to do about it.

 Why the price clients have in mind when they approach you is largely down to how

you market, message, and position your business.

BEST MOMENTS

“If the pain is high enough, if the problem is big enough, they will find the money.”

“Those prices should already be double. I know my mortgage is, everything is so why not

anything else?- It´s not because dog training (pricing) is stuck in the 90s .”

“It comes right back down to the bottom of the iceberg … what you are believing.”

“This all goes back into that below the iceberg bit, because you can have shitty beliefs which

lead to shitty thoughts, which lead to shitty emotions.”

“Ask yourself what are you doing when it comes to sales that is not serving you.”

We want to know....

Would you listen to a super deep-dive episode? like a full-on, Stephen Bartlett-length kind

of thing?

Please let us know by sending us a quick “do a long Stephen Bartlett or no f**king way”

message to:[email protected].

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group:

https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-

Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-

founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three

decades, built a six-figure dog training business, and grown CBA into a multi–six-figure

global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX

and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy.

Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Description:

Most trainers try to sell by posting "So many spaces left to class on XXX", "Want help with your dog, get in touch", essentially “buy my thing"… then wonder why it doesn’t work and convince ourselves that selling is icky.

This Selling Season episode shows you how to sell every day without being salesy: build trust, show your face and name, mix value with clear asks, and stop keeping your offers a secret.

We cover:

The CBA jab–jab–jab, right hook (how to balance value with the ask)

Why faceless pages kill trust (name, photo, voice — or no sale)

Lives with 3 viewers, crickets on posts — and why you keep going

Events/shows: how to start real conversations (and stop being a wallflower)

The long game: lurkers who read for 6–12 months… then buy

Awareness → Authority → Offer: make it easy to choose you

Our motto still stands: Giving a shit is the strategy. Getting shit done is the method.

For reward-based, force-free trainers who care deeply and want that care to pay off this is how you sell without the ick.

KEY TAKEAWAYS

Most people feel uncomfortable or “icky” about selling. They don´t want to be salesy, braggy or pushy.

Allowing yourself to carry on fearing selling leads to missed opportunities. 

Bombarding your audience with constant buy now posts erodes trust. Relentless self-promotion turns people off.

Consistently show up, share your story, and let your audience see the real person behind the brand.

Focus first on providing value - educate, offer insights, tips and simple solutions. 

When trust is established, sales follow naturally – often, after months of “silent” observation by your future clients.

Consistent, authentic effort, despite not hearing anything back, eventually pays off. It enables people to trust you.

Be realistic. Don´t be disappointed when only a few people actually buy. Not everyone is going to need what you offer. Be patient, and you will sell to those who do need your service.

BEST MOMENTS

“Selling should not be seen as dirty, as icky.”

“If you're selling a service that you wholeheartedly believe in and you know it's going to get a result for somebody, why the hell should you not sell it? .”

“There are lots of times where your clients are lurking... you don’t feel like anybody’s watching, but they’ve been watching everything you do.”

“If you’re not talking about it, nobody knows anything about it. For me, selling should be something you do every single day.”

“Selling should not be, in our opinion, that icky, horrible thing where you’re just ramming something down somebody's neck.”

EPISODE RESOURCES

Previous sales episode - https://podcasts.apple.com/gb/podcast/you-cant-help-dogs-if-youre-broke/id1727170978?i=1000731878365

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION:

We’re diving deep into what ethical sales really look like when you care about dogs, people, and doing business the right way.

We break down:

Why cash is the lifeblood of your business (and not a dirty word)

How to be the bouncer of your own nightclub i.e. who gets in, who doesn’t

Why cramming your packages with PDFs and “extras” isn’t value, results are

We also talk money mindset, confidence, taking payment on the call, and how to drop that “please don’t answer” panic before every discovery chat.

You can care deeply and charge properly. It's not selling out, it's running a sustainable, ethical business that helps more dogs and humans long-term.

Giving a shit is the strategy. Getting shit done is the method.

KEY TAKEAWAYS

There really is nothing “icky” about sales. If you have something someone needs, you are actually doing them a good turn by telling them about it.

Selling with purpose means offering your services in a way that genuinely serves your clients, while aligning with your values. The aim is to make sales that benefits everyone involved.

When you know you truly have the solution that person is seeking, selling becomes much easier. 

Focusing on delivering real value and results, automatically leads to financial success.

Build your confidence in the service you offer. If something needs tweaking to make it better, tweak it.

Don´t sell by undervaluing what you have to offer. Each sale needs to be a genuine win-win. Both you and your client need to get something of value from the transaction.

Ensure you are targeting people you can genuinely help and that you are happy to work with.

It is far easier to sell a simple, highly targeted service than it is to try to sell something complicated.

Make it really quick and easy for the person to pay.

BEST MOMENTS

“We are talking about selling with purpose.”

"I don't want to be the world's best kept secret, because it doesn't help anybody."

"It really baffles my brain that as business owners, we think that selling is a bad thing." 

"Why can't you make money and still be the most caring person ever?"

"If all the win is for the client and you're losing out, how is that sustainable?"

"You will burn yourself out. You'll overwhelm yourself, you'll wish you hadn't included all that stuff that you've included."

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION

In this episode, Jo & Vicky sit down to talk about – using systems in your business. On the surface this sounds like a boring subject, an episode you might be tempted to skip. But, when you invest in the right business systems and learn to use them well you end up saving a huge amount of time and money, which also greatly reduces your stress levels.

Listen in to learn how to choose the right systems, buy them at the right time and use them in a productive way.

KEY TAKEAWAYS

A CRM system helped Vicky and Jo streamline their appointment management, automate reminders, invoicing, client sign up and more.

The right CRM gives you an overview of each client, so you can target them with the right messages and products.

Start simply, and when you are ready to scale, invest in the systems you will need to manage a larger customer base.

The right CRM will improve your customer experience and ensure all leads are followed up on.

Automating your social media is a huge win. Consistent posting builds trust and the algorithm loves it.

Avoid shiny object syndrome. Only buy what you need and don´t waste time trying to learn the features you don´t need to use yet.

AI tools like ChatGPT can become a strategic partner in your business. Jo explains how she has trained it and which version to use.

AI is a great writing assistant.

Don’t overcomplicate your website. Bloat stops people finding what they need.

Remember, human connection is still your most powerful business tool. Don´t automate everything, still make those personal calls, reply in person and comment.

BEST MOMENTS

“Business systems sounds really boring, but you know us, we're going to jazz it up. We're going to CBA it up.”

“If you are serious about building your business purposefully, you do need to invest in those systems.”

“That's where the systems really come in, because you do get a lot of time back if you use them appropriately, and it's at the right time in your business to use them.”

“For A CRM system, our biased verdict is Keap. We do have an affiliate code that we can give you to get you a storming deal with them.”

“I’m a big, big advocate of chat, GPT and AI.”

EPISODE RESOURCES

http://www.keapnow.com/canineplaybook

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION

In this episode, Jo & Vicky are joined by Jason Light, Director at PACT (Professional Association of Canine Trainers). They provide ABTC recognised courses and a support network for dog trainers who want to build ethical, resilient practices that grow fast and stand the test of time. PACT is known for its welfare-first, science-led approach to assessing  and training dog professionals. 

Today's conversation isn't about competing voices. It's about exploring how we can collectively support trainers and behaviourists to build sustainable, ethical practices that work for them.

KEY TAKEAWAYS

PACT training is a combination of online and in-person. It is a highly flexible and supportive way to learn.

At PACT they find ways to tick multiple business strengthening and ethical boxes with one activity. 

Imposter syndrome holds most trainers back. There are several root causes PACT will help you to overcome yours.

Counter-intuitively, knowing how you can exit your business, e.g. sell it, is freeing and empowering.

Collaboration, not competition, is the future of the dog training industry. Practical examples of this working in the real world are discussed. 

Building sustainable, ethical practices is essential. Sustainable includes building a business that will provide you with an income for decades to come.

Compassion fatigue is a key reason trainers leave the industry. PACT provides training and support to address this issue.

For long term success, business skills are just as important as dog knowledge.  

There are lots of ways to work that enable you to only do the things you like doing and are good at. Jason explains how.

BEST MOMENTS

“How can we have a truly sustainable business in every sense? - the financial sense, longevity, resilience, as well as the social and economic benefits that you can achieve.”

“We’re seeing more behaviourists and trainers cross referring between each other.”

“You can do it (PACT training) flexibly in your own time, but the in-person days are kind of fixed.”

“We're really passionate about showing best practice... a really modern way of doing business.”

“At PACT we find ways to tick multiple boxes with one activity.” 

“I made a whole career out of finding fantastic people that do brilliant stuff and getting their support and paying them for it.”

EPISODE RESOURCES

https://www.pact-dogs.com

Free taster courses - https://www.pact-dogs.com/pactfreecourses

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email [email protected]

ABOUT THE HOSTS

Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/