Jo Scott is a dog artist, illustrator and creative business owner whose work now reaches people all over the world.

Yet just over a decade ago, Jo was working in corporate and dreaming of creating her own greetings cards, something that had been at the back of her mind since Uni.

Her business began with a single portrait, drawn as a birthday gift for her mother-in-law where just wanted to see if she could capture the likeness of a dog she loved. 

That one drawing led to another… and eventually to a full career change in her 40s with Jo following the first career path she’d ever considered.

Jo talks about moving on from a high-pressure office job, building a creative business she loves and where she can work from anywhere, including while she's off on adventures in her motorhome.

She shares how she found her people through Substack and email, how she shows up online in a way that feels right to her, and van life with husband Dean and dog Tomasina.

We talk about creative burnout, comparison, and why it’s OK not to chase massive income numbers or shiny objects.

Jo's cards are on sale on prestigious sites like Thortful and Moonpig, meaning she gets portrait orders from all over the world, and she works with small retailers, sells from her own site and at events.

If you’ve ever had a niggling idea that won’t go away - or wondered if it’s too late to do something completely different and follow your dreams, you’ll love Jo’s story.

Key quotes from this episode

“I drew my mother-in-law’s dog for her birthday - just to see if I could—and that one drawing changed everything.”

“I didn’t need a business that made me feel stressed or boxed in. I wanted one that gave me space to breathe.”

“With Substack, I’ve found a way to communicate that I love. I started writing emails and people were replying saying, ‘This feels like you’re inside my head.’”

“Being in the motorhome showed me I could live slower, work differently—and not miss the old version of success.”

“You get to be the kind of artist - or business owner - you want to be. It doesn’t have to look like anyone else’s.”

“It’s never too late to do something different. You can absolutely start again, and do it your way.”

Key takeaways

Jo’s first dog portrait was drawn for her mother-in-law’s birthday - and sparked a total career change.

She built her pet-themed art business slowly, alongside other work, without pressure to scale quickly.

She connects with her audience and builds relationships through email and Substack, not social media trends and values working with other artists.

Choosing to live and work from a motorhome gave her clarity on how she wanted her life to feel like and what ‘enough’ is for her.

Jo’s story is proof that it’s never too late to do something you love, and you don’t need to be everywhere and running yourself ragged to make an impact.

Topics and timings in this episode

1.30 - Jo’s first dog portrait and how it all began

4.10 - Why art was always her thing (and what took her away from it)

7.30 - Moving from a creative agency career to working for herself

10.15 - Starting over in her 40s and building a pet-themed business

14.20 - Creating her first greeting cards and finding her niche

17.40 - Building confidence and showing up online in her own voice

21.00 - Finding her people through email and Substack

26.10 - What helped her stop comparing herself to other creatives

30.00 - Choosing slow growth and redefining success

35.15 - Jo’s motorhome life and how she’s experiencing a different pace of business

41.00 - Creating from joy instead of pressure

45.20 - Selling at events like Crufts and what Jo has learned from in person shows and learning as she went

49.10 - Creative burnout and how she protects her energy

53.30 - What she’s learned about audience building and visibility

58.00 - Jo’s advice for anyone starting (or restarting) something new

1.02.00 - Why your version of success doesn’t need to look like anyone else’s

Resources mentioned in this episode

Jo’s website: https://joscottart.com

Jo on Instagram: https://instagram.com/joscottart

Substack: Jo Scott’s newsletter on art, dogs and creative life https://substack.com/@joscottartist

Clayton Payne is a pet industry expert who’s been in the trade for over three decades – and who’s built one of the UK’s most well-known and well-respected wholesale businesses from scratch.

He shares what it was like starting out as a young lad knocking on doors trying to get products into shops, how he built a business that turned over millions, and why staying real and relatable has been such a big part of his success.

Clayton also talks about what it’s like to be hated and not taken seriously, and how he pushed forward and learned not to care what people thought about him, to the point where he says he ‘loved’ being disliked.

We talk about the highs and lows of running a business in the pet industry, being consistent and reliable, and how the sector has changed since he started out in the 90s, especially when it comes to social media, brand building, and visibility.

Clayton also speaks about his own challenges, including overcoming alcohol addiction in his early twenties, how he still experiences imposter syndrome, and the toll success can take behind the scenes.

If you want to know what it’s like growing a pet business that stands the test of time - and what it means to be a disruptor - you will love this conversation.

All the links to connect and learn more from Clayton, plus how to tune into his brilliant Pet Business Disruptors podcast are at the bottom of this post.

Topics and timings in this episode:

1.00 - Introduction to Clayton and his background.

3.00 - Growing up in the pet industry and early career.

6.45 - Creating and scaling a successful wholesale business.

9.30 - Disrupting the natural treat industry in the UK.

12.00 - How the industry has evolved since the 90s.

15.10 - Why it’s harder (and easier) for brands today.

18.00 - Supporting challenger brands and working with agility.

21.30 - Breaking through and being taken seriously in the early years.

24.20 - The impact of a major competitor going under – and how it led to huge growth.

27.15 - Why service and reliability matter more than price.

29.00 - Showing up for your customers and staying consistent.

31.00 - Dealing with rejection and staying resilient.

33.10 - How tailoring your approach to each pet shop can improve your chances.

35.20 - Is your product truly viable for retail? A reality check for small brands.

39.15 - How challenger brands can approach route to market and minimum orders.

41.45 - Why the Pet Business Disruptors podcast was created.

43.00 - Imposter syndrome and showing up as yourself.

45.00 - How authenticity and personality became a strength.

48.30 - Being disliked by the industry – and why that’s not always a bad thing.

52.00 - The importance of staying focused on the right people.

54.15 - How travel helped with perspective and resilience.

56.30 - Life now – consultancy, the podcast and new opportunities.

58.45 - The impact of long-term sobriety and recovery.

62.30 - How being sober supercharged business success.

65.00 - The myth of perfect timing – why it's never too late to do what you want.

67.00 - Market shifts in 2025 – the rise of premium cat products.

68.30 - What’s changing with AI, SEO and e-commerce.

69.30 - What it takes to be a true disrupter.

Links mentioned in this episode: 

Download the new content calendar: http://rachelspencer.co.uk/calendar

Connect with Clayton on LinkedIn: https://www.linkedin.com/in/clayton-payne-a6772244/

On Apple Podcasts: https://podcasts.apple.com/gb/podcast/pet-business-disruptors/id1759599442

Listen on Spotify: https://open.spotify.com/show/1O6vFMl3vquGsl0tin2b6n

Related episodes:

Should you buy my pet business content planner?

Takeaways from the Business of Pets event 2025

Reframing imposter syndrome with Nicola Kinnard-Comedie

Building resilience as a pet professional with Andrew Hale

The NatWest Accelerator and how it can help your pet business

Takeaways from the PIF Business of Pets conference 2024

Lessons from Theo Paphitis SBS 2025

Are you thinking of joining my Pets Get Visible membership?

If so, this podcast episode is for you. 

Inside you’ll learn what the membership is, the different elements inside of it, and what’s in it for you if you join.

Plus hear from member Nina share their experience of being part of it.

If you know you’re ready to join, here’s the link:  https://publicityforpetbusinesses.mykajabi.com/pets-get-visible

Use PGV50 at checkout to get your first month for £15 and it's £30 a month afterwards.

Key topics and timings in this episode

0.43 - this week's topic - my Pets Get Visible membership.

2.30 - Why I created the membership to support people with a mix of coaching and visibilty training.

3.28 - Changing my focus from press coverage to coaching.

3.45 - The importance of confidence building and why I trained as an accredited coach to ILM Level 7 and Level 5 in Coaching and Mentoring.

5.10 - The different elements of the membership, coaching calls, workshops, member socials, resource library, coworking calls, learning library and Facebook group.

10.21- What happens on the co-working calls.

10.50 - Nina Fotara from Confident Canine Dog Training talks about the co-working sessions.

12.47 - How the coaching call works.

14.56 - How the member socials work.

15.35 - The Facebook group and what to expect in the community when it comes to support.

16.00 - Common questions about the membership.

16.30 - Who the membership is for.

16.51 - Who the membership is not for.

18.55 - Final thoughts.

19.39 - How to get in touch if you'd like to join - email [email protected] or find me on social media @rachelspenceruk.

Links mentioned in this episode

Here's the link for your first month half price: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50

If you want to join, head to the sign-up page here:

https://publicityforpetbusinesses.mykajabi.com/pets-get-visible

Once you've registered, you'll have instant access, and you'll be invited to the members' Facebook community. Any questions, let me know and it would be great to see you there

Further listening if you found this helpful

Why I trained as a coach and what this means for your pet business

The Trust Equation and how to use it to build trust in your pet business 

What’s your pet business culture and why it matters

Navigating the rollercoaster of running your own pet business

Getting comfortable, confident and consistent in your pet business marketing

In June 2025, the Pet Industry Federation hosted its third Business of Pets conference – a two-day event that brought together founders, retailers, marketers, investors, and innovators from across the pet industry.

Held at Cranfield University, the programme was full of insight and inspiration. Across expert-led panels, hands-on workshops, and the ever-popular Innovation Award pitches, we explored what’s next for the pet sector – and how small businesses can not just keep up, but lead the way.

In this episode, I’m joined by my friend and designer Kate Hendry from Finbo Studio, who I attended the event with.

We’re sharing our reflections, notes and takeaways from across the two days – what we learned, what surprised us, and what we think matters most for small pet businesses in 2025 and beyond.

We heard from industry names including Rachel Duffy of Naked Dog, Claire Hunter from Claire’s Comfy Canines, and Gemma Stocks of Herbal Dog Co, plus early-stage brands breaking new ground in areas like prescription access, AI tech, and ready-grown cat grass.

There were sessions on crowdfunding, community building, scaling your business, and how to use AI tools practically (and without shame) in your day-to-day.

And the Innovation Finalists across both days gave us plenty to get excited about.

With so much packed into just two days, we’re using this episode to recap the standout moments – the speakers, ideas and strategies that stuck with us – along with links, timings and resources if you’d like to explore more.

Topics and timings in this episode:

Day One

1.12 – Introduction to the conference and what to expect from this episode.

2.09 – Attracting customers panel with Rachel Duffy (Naked Dog), Claire Huster (Claire’s Comfy Canines), and David Brown (ByTeddy)

6.07 – Building community through local partnerships and sponsorships

7.59 – Influencer marketing and affiliates with ByTeddy

10.55 – Understanding investment with Debbie Lewis (NatWest Accelerator) and the funding process

14.18 – Crowdfunding success with Clara from The Muzzle Movement (raised £46,000 through her community)

16.50 – Mindset blocks around funding and investment – and how not every business needs to scale

17.33 – Turbocharging business growth with Martin Spiller (Cranfield University): KPIs, focus, and customer knowledge

21.53 – Psychological safety in teams, letting go of control and building support

25.13 – Keeping your passion alive in business and the importance of connection

29.19 – Innovation Award pitches from Day One finalists:

 • 30.43 – Indoorcat Ltd/MyCatGrass – Ready-grown cat grass for feline enrichment

 • 33.01 – Inventor Cat – Dental Wand to reduce periodontal disease in cats

 • 33.43 – Pet Trust UK – Building a better centralised microchip and pet database

 • 36.11 – Petcare Technologies Ltd – Pawpal booking app for groomers, walkers, daycares

 • 37.39 – Petscribers – Affordable pet prescriptions and access to medication

 • 40.02 – The Clorox Company – Ever Clean Senior Cat litter formulated for older felines

42.11 - Confessions of a Pet Entrepreneur with Liz Stout from No Bull and Gemma Stocks from Herbal Dog Co.

Day Two

46.57 – AI & Tech panel: how AI is transforming the pet industry with Kirsty Skeates (PetBizAI.app) and Scarlett Trillia (Porter Labs)

48.18 – Using AI to streamline client notes, content, and operations

49.44 – What is PetBizAI and how it supports pet business owners

51.45 – Different AI tools (ChatGPT, Claude, Gemini) and reducing AI shaming

52.33 – Treating AI as a colleague and integrating it ethically and sustainably

54.20 – From idea to impact: innovation and growth in the pet sector with Claire Gavin (Innovation for Pets), Peter Roy (Nutriment), and Bob Hanson (Pets Around the World)

57.14 – Finalist pitches from Day Two Innovation Award entries:

 • 57.30 – AniVatio – ProGut: gut health supplement

 • 58.12 – ByTeddy – Cosy Car Seat for dogs

 • 58.55 – Porter Labs – PupStation for canine enrichment

 • 59.30 – The Muzzle Movement – Size Mitzy: inclusive muzzle design

 • 59.58 – The Pet Carpenter Ltd – Bespoke pet furniture

 • 1:00.26 – UK LitPet Biotech Co Ltd – LitPet Pawsitive Powder: calming TCM supplement

1:01.00 – Data-driven insights with NielsenIQ and CACI: understanding trends, behaviour and the pet sector’s future

Key messages:

“As small businesses, our superpower is personalisation. That real human connection is something the big brands just can’t replicate.”

“There’s no shame in building a lifestyle business. Growth doesn’t always mean investment and expansion—it can mean freedom and fulfilment.”

“You don’t need a perfect pitch deck to start. Just prove your idea works in some form, and build from there."

“AI isn’t replacing us—it’s helping us do the work we already do faster and better. Don’t let AI shaming hold you back.”

“You can have a polished brand and still build it from your bedroom with a wonky tripod. Scrappy success is still success.”

Links mentioned in this episode:

Cranfield University – Martin Spiller

Innovation Award Day One Finalists:

My Cat Grass Ready Grown Cat Grass

Inventor Cat – Dental Wand

Pet Trust UK

Petcare Technologies Ltd – Pawpal

Petscribers

The Clorox Company – Ever Clean Senior Cat

AI and Tech Panel:

PetBizAI.app (Kirsty Skeates)

Porter Labs (Scarlett Trillia)

Innovation & Growth Panel:

Innovation for Pets (Claire Gavin LinkedIn)

Nutriment (Peter Roy)

Pets Around the World (Bob Hanson)

Innovation Award Day Two Finalists:

AniVatio – ProGut

ByTeddy – Cosy Car Seat

Porter Labs – PupStation

The Muzzle Movement

UK LitPet Biotech Co Ltd – LitPet Pawsitive Powder

The Pet Carpenter Ltd

NielsenIQ

Data and Trends Session:

CACI

After nearly five years and 250 episodes, I’m taking a break from my weekly podcast, Your Pet Business Your Way.

In this final episode, I reflect on how the podcast started, how it’s evolved, and why now feels like the right time to pause.

I also share my plans for the future and how you can stay connected while I take this break.

0.20 – What to expect from this episode – look back at nearly five years of the podcast.

2.30 – How the podcast began and evolved from Publicity for Pet Businesses to Your Pet Business Your Way.

7.45 – Why I’m taking a break - balancing work, life, studies, and running multiple businesses.

12.15 – What’s next for the podcast - moving to a seasonal format with themed series.

15.30 – How you can stay connected and access 250+ episodes and free resources on my website.

18.00 – Thank you and what’s next.

Email me – [email protected]

Search past episodes – www.rachelspencer.co.uk/podcast

Buy the Pet Business Content Planner (£30) – https://rachelspencer.co.uk/product/pet-business-content-planner/

Join Pets Get Visible (£15 for your first month) – https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50

Keep in touch via my newsletter – Sign up at www.rachelspencer.co.uk

Want to know how to create a loyal, engaged community around your pet business?

In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.

Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.

Her business is about so much more than training - it’s about creating connection, community, and fun for dogs and their owners. 

From quirky events and themed days to using unique venues like castles and paintball arenas, she’s built something so special that keeps people coming back week after week.

Laura, who started out counting cash in Northern Rock bank, talks about how she got into dog training by volunteering at Dogs Trust.

Plus, how she traveled to America to run equine rehabilitation programmes in prisons, and how a life-changing accident inspired her to focus on building a business that centres around belonging and inclusion.

If you want ideas on how to build your own community, stand out in a crowded market, and create experiences your clients will love, you will love this episode.

Key topics and timings in this episode:

0:20 - Introduction to Laura Hebberd and Pure Dog Adventure Training.

3:45 - Laura’s journey from village hall classes to creating a thriving dog community.

7:12 - Using unique experiences and adventures to engage clients.

11:28 - How Laura’s personal story shaped her approach to business.

15:42 - Building trust, belonging, and safe spaces for dogs and owners.

22:50 - How to go about filtering clients and creating the perfect fit for your community.

29:30 - Why word-of-mouth marketing beats fancy sales campaigns.

35:12 - Tips for standing out in a crowded market by staying authentic.

Key quotes:

"It’s not just dog training - it’s about creating a place where people feel they belong. They’re part of a community, not just clients."

"One of the most important things for me was making sure everyone feels welcome - both people and their dogs. It’s about creating a safe space where they feel accepted."

"We don’t just run classes. We celebrate everything - competitions, parties, quizzes - anything to make people feel included and part of something bigger."

"Our community isn’t something I built alone. It’s shaped by the people who come to us. They give feedback, share ideas, and help us create something special together."

Takeaways from this episode:

Building a community is about creating connection and making people feel like they belong.

Unique, client-focused experiences help you stand out and foster loyalty.

Word-of-mouth marketing is one of the most powerful tools for growing a business.

Staying true to your values and creating authentic experiences will keep clients coming back.

Resources mentioned:

Seth Godin’s book, Tribes. Get it on Amazon here: https://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753

Links mentioned:

Want to know how to create a loyal, engaged community around your pet business?

In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.

Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.

Her business is about so much more than training - it’s about creating connection, community, and fun for dogs and their owners. 

From quirky events and themed days to using unique venues like castles and paintball arenas, she’s built something so special that keeps people coming back week after week.

Laura, who started out counting cash in Northern Rock bank, talks about how she got into dog training by volunteering at Dogs Trust.

Plus, how she traveled to America to run equine rehabilitation programmes in prisons, and how a life-changing accident inspired her to focus on building a business that centres around belonging and inclusion.

If you want ideas on how to build your own community, stand out in a crowded market, and create experiences your clients will love, you will love this episode.

Listen in on the player link below and find all the links to connect with Laura at the end of this post.

Key topics and timings in this episode:

0:20 - Introduction to Laura Hebberd and Pure Dog Adventure Training.

3:45 - Laura’s journey from village hall classes to creating a thriving dog community.

7:12 - Using unique experiences and adventures to engage clients.

11:28 - How Laura’s personal story shaped her approach to business.

15:42 - Building trust, belonging, and safe spaces for dogs and owners.

22:50 - How to go about filtering clients and creating the perfect fit for your community.

29:30 - Why word-of-mouth marketing beats fancy sales campaigns.

35:12 - Tips for standing out in a crowded market by staying authentic.

Key quotes:

"It’s not just dog training - it’s about creating a place where people feel they belong. They’re part of a community, not just clients."

"One of the most important things for me was making sure everyone feels welcome - both people and their dogs. It’s about creating a safe space where they feel accepted."

"We don’t just run classes. We celebrate everything - competitions, parties, quizzes - anything to make people feel included and part of something bigger."

"Our community isn’t something I built alone. It’s shaped by the people who come to us. They give feedback, share ideas, and help us create something special together."

Takeaways from this episode:

Building a community is about creating connection and making people feel like they belong.

Unique, client-focused experiences help you stand out and foster loyalty.

Word-of-mouth marketing is one of the most powerful tools for growing a business.

Staying true to your values and creating authentic experiences will keep clients coming back.

Resources mentioned:

Seth Godin’s book, Tribes. Get it on Amazon here: https://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753

Links mentioned:

Pure Dog Adventure Training Website

Follow Laura on Facebook and Instagram.

How Sandra Emmons works with her local community to grow her dog training business

Building relationships to grow your pet business with Kerry Jordan

What kind of pet business coach is right for you?

How to choose the right pet business membership

Want to make sure your pet business website content is helping your pet business stand out?

I'm chatting to Roz Healey for the second part in a series on websites - this time looking at the content you create on yours.

Roz is a website expert who has worked in digital media since the 1990s and carried out research into how people behave online in the pet industry as part of her Masters in Digital Marketing.

She’s helped countless businesses create websites that work hard for them.

In this episode, Roz shares her insights on creating content for your pet business website that builds trust with your audience and keeps them coming back.

That might be written, audio or video, you choose the format that works best for you, and the key thing is to have it on your website.

Then, distribute it on social media, so if platforms change or are even taken down, your hard work is on your website and isn't wasted.

We also discuss how your website content is yours to control - unlike social media posts that can be taken down or get lost in the noise.

From blog posts and podcasts to press coverage and backlinks, Roz explains the key content strategies that not only establish authority but also drive traffic to your website and boost your visibility.

Whether you’re just starting with content creation or looking to fine-tune your content, this episode is packed with practical advice and tips to make your content work for you.

You'll find all the links to connect with Roz at the end of this post.

2:20 - Introduction to content creation for pet business websites.

4:52 - Writing for two audiences: humans and Google.

9:34 - How to create local content that resonates with pet owners.

11:19 - Repurposing website content for social media.

15:35 - The role of publicity and backlinks in driving traffic to your site.

18:42 - How AI can help you brainstorm and plan content ideas.

22:22 - Making your website irresistible to potential clients.

26:50 - How often to update your website (and why it matters).

29:30 - Viewing your website as your most effective salesperson.

33:46 - Understanding the importance of social proof and how to use it effectively.

Roz highlights how website content is your most valuable marketing asset.

By creating blogs, podcasts, or articles, you establish authority and provide consistent value to your audience.

She explains how regularly updating your website improves its visibility and why every piece of content you create should link back to your site.

Roz also shares practical tips for repurposing content across platforms while maintaining your voice.

Visit Beech Web Services: https://www.beechwebservices.co.uk

Book a free website health check: https://www.beechwebservices.co.uk/services/free-website-healthcheck/

Learn about the Google study: https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision

Are you looking to create a connection with pet owners when then land on your website?

This podcast episode with Roz Healey, a website expert who has carried out research into the psychology of how pet parents make decisions online is here to help.

Roz has been working in digital media since the 1990s, and she’s the brains behind countless WordPress websites for businesses across a range of industries. 

She recently carried out a fascinating research project into the psychology of how people make decisions online, specifically focusing on the pet industry, as part of her Masters in Digital marketing.

In this episode, Roz shares some of the most effective tactics identified in her research - plus insights from studies by Google - and how you can apply them to your pet business.

From social proof to the power of free, Roz explains the six cognitive biases that influence website visitors.

Plus how you can use the findings to help the people who need your support feel reassured they’re in the right place - without you feeling like you’re doing anything that feels manipulative or uncomfortable.

Whether you’re new to the online world or you’ve been running your website for years, this episode will provide you with some really interesting information on how pet owners make decisions.

You'll find all the links on how to learn more about Roz at the end of this post.

Key topics and timings in this episode:

2:20 - Introduction to Roz Healey and her background in digital marketing.

4:44 - The six cognitive biases and how they influence decision-making.

8:28 - Balancing persuasion with ethical marketing for pet businesses.

12:23 - How high emotion affects pet owners’ online behaviour and decisions.

14:52 - Why pet business owners often feel uncomfortable around using persuasive tactics.

16:28 - Practical ways to personalise cognitive bias strategies for your business.

18:29 - How storytelling can make scarcity bias feel natural and relatable.

22:27 - View your website as your most effective salesperson.

26:53 - Why regularly reviewing your website is essential for growth.

28:01 - Make it easy for customers to connect with your values.

31:26 - Simple updates to improve customer experience on your site.

33:46 - The importance of social proof and how to collect reviews effectively.

37:21 - Cheerlead yourself through your website: showcase awards, press, and authority.

Key takeaways from this episode:

Cognitive biases strongly influence decision-making and can be applied ethically to improve website performance.

Social proof, such as reviews and awards, is a powerful way to build trust with potential customers.

Regularly updating your website ensures it reflects your current priorities and offerings.

Make your website’s hero area clear and compelling - it’s critical for first impressions.

Use tools like AI to streamline content creation while maintaining your authentic tone and voice.

Links mentioned in this episode:

Head to Beech Web Services to find out more about Roz: https://www.beechwebservices.co.uk

Here's the link for the free healthcheck: https://www.beechwebservices.co.uk/services/free-website-healthcheck/

Learn more about the Google study  https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/

Further listening:

Five steps to getting press coverage for your pet business

How to write a press release for your pet business

How to get more reviews for your pet business

Is my Pets Get Visible membership right for you?

Are you thinking of starting a blog, a podcast or a YouTube channel and regularly publishing content around your pet business?

If so this podcast episode is for you, as it will help you decide which style of content is right for you.

And if you choose the one that’s most suited to your skills and taps into what you actually enjoy doing, then it’s more likely that you’ll find creating it enjoyable and remain consistent.

In this episode, I’m going to talk about why you should invest time and resources into creating this type of content and the advantages it brings. 

I’m sharing the various forms your core content can take, from written blog posts and podcast episodes to engaging videos. 

Plus, insights into how often you should be publishing this content and some handy tips on planning it effectively and how I can support you and make this happen.

Topics and timings in this episode:

1.42 - What is core content?

4.24 - Seven reasons to create core content for your pet business

12.10 - How your core content will last far longer than your social media content with stats on the lifespan of different social media posts

13.48 - The different options do you have for your core content

16.41 - Deciding how often you publish your core content

20.30 - How content planning works in my Pets Get Visible membership 

23.04 - What to do if you’d like some support with creating your core content

23.40 - Helen Scotty King testimonial

26.17 - Sharing your core content in my Facebook community

Links mentioned in this episode:

Join Pets Get Visible: https://publicityforpetbusinesses.mykajabi.com/pets-get-visible

How to start a pet business blog

Things to consider when starting a podcast

Meet Kellie Wynn the Beagle Lady

How to create a bank of anytime content

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When Lucie Culley saw dog owners struggling to find trusted pet care professionals, she set out to create a solution to making finding support easy.

And when she connected with pet professionals as her idea started to take shape, she realised they were frazzled with trying to keep up with the demands of endless platforms.

So she created Wooflinks, a platform that connects dog owners with ethical and professional services, including groomers, trainers, walkers, pet sitters, and dog-friendly holiday destinations.

Plus, Lucie launched while juggling the demands of two small kids, having no experience of the pet space, imposter syndrome, and a complete career change.

In this episode, Lucie shares how she turned her idea into a trusted community for dog owners and pet professionals, the lessons she learned along the way, and her passion for promoting ethical practices in the industry.

Whether you're a dog lover, a pet professional, or a small business owner, you'll get loads of inspiration from Lucie and will find all the links to connect at the end of this post.

1:40 - Introduction to Lucie and the inspiration behind Wooflinks

03:30 - How running a local directory for small businesses in her area in lockdown gave Lucie the idea to start one for dogs.

06:15 - Overcoming imposter syndrome and figuring out where she could fit in with the dog care industry

11:20 - The importance of ethical dog care and setting standards

16:45 - How Wooflinks connects dog owners with trusted professionals

21:10 - Juggling being a mum, another business, and launching Wooflinks

29:50 - How Lucie provides video content and free resources to build relationships and visibility

34:15 - Challenges in creating a trusted directory

40:50 - The community policing model and why Lucie asks her users to support her and help maintain standards

47:20 - Lucie’s advice for anyone starting out in a new industry

49:35 - What's next for Lucie and Wooflinks

Key quotes:

“I knew this idea had legs when I saw how much dog owners were struggling to find reliable professionals - they needed a trusted platform.”

“Imposter syndrome is a beast, but once I decided what I wanted to be was a champion for small businesses, everything fell into place.”

“People need to know there’s a place for ethical, professional dog care—where quality and trust come first.”

“Building a directory from scratch while raising two kids was chaos, but it showed me what I’m capable of.”

“I’m not a dog trainer, but I’m passionate about supporting professionals who are doing things the right way.”

Links mentioned in this episode:

Visit Wooflinks: wooflinks.co.uk

Follow Wooflinks on Instagram: https://www.instagram.com/wooflinksuk/

Find Wooflinks on Facebook: https://www.facebook.com/wooflinksuk