Rikki Sullivan is The Canine Copywriter - a specialist dog copywriter and marketing strategist who helps pet professionals put themselves out there without wrecking their nervous system.
In this episode, we talk about confidence, visibility, and how to become a more confident writer because to grow your business, people need to be able to find you.
Rikki went from working in the corporate world to setting up as a dog walker, then did a dog first aid course that completely changed the direction of her life.
Rikki started by blogging to articulate how she worked and what she did for the dogs in her care and this led to an obsession with SEO and building a business helping others find their voice.
We talk about falling for magic formulas, the pressure to promise results you can’t categorically guarantee, and why marketing doesn’t have to be manipulative or pushy to work.
Rikki explains why she chooses to market gently to protect her nervous system, and how sensitive, empathetic pet professionals can build confidence without making themselves do things that don’t feel right.
She also shares client stories - including one who grew to 5,500 website visits a month through SEO blogging - and why there isn’t just one way to grow your business.
Plus, her Rambling Method, which is all about giving yourself space to think, write, and explore your ideas before trying to be concise.
And using AI as a thinking partner without losing your you-ness, and why in a world full of generated content, sharing your life and your experiences matters more than ever.
Key topics and timings:
0.20 - Episode overview.
1.24 - Sponsor message - 2026 pet business content planner.
2.34 - How Rikki went from corporate to dog walker to specialist dog copywriter.
3.49 - The dog first aid course that totally changed her life when Rikki learned about dog body language.
4.46 - Why Rikki started blogging, fell down a rabbit hole and how it helped her own business.
6.56 - Why we need to step away from listening to the mistakes we’re being told we’re making and be ourselves.
9.07 - Why none of us are immune to falling for ‘easy ways,’ and magic formulas.
10.37 - How Rachel ended up spending a fortune on a course during a wobbly time in her business.
13.46 - Matching your values with your marketing activity.
14.59 - Why Rikki would rather market more gently for the sake of her nervous system.
17.26 - The challenge around being visible when you’re sensitive.
18.23 - My random viral video.
21.12 - Why trying to go viral won’t work because it’s often down to creating less perfect and practicing your skills.
24.17 - Finding your own way to market and be out there and reach people.
25.07 - Client example - Becki from East Coast Dog Training and how she used SEO blogging to have 5,500 visits to her website each month.
27.02 - Client example - Rikki’s client who runs live events and uses ads to grow her audience and business.
28.52 - Attraction-based marketing and ignoring the demands of the algorithms.
30.52 - Why I used to try to persuade people that my approach was right.
31.56 - Why we are so convinced we need to make life hard for ourselves.
34.12 - Finding people who will appreciate the way you help them to the outcome they’re looking for.
35.48 - Rikki's thoughts on making promises you don't categorically know you can keep.
38.35 - Trusting your gut.
39.23 - The easiest business to run is the one that solves a problem or desire from something you’ve experienced.
40.44 - Starting out with storytelling and taking baby steps.
41.53 - Why pushing through the uncomfortable part will help you build your confidence.
44.21 - The Rambling Method and giving yourself space to say what you want to share, and be more you in your content.
49.09 - Using AI as a thinking and writing partner.
51.42 - Getting your ‘you-ness’ into AI and then using it to help you write and get comfortable with writing.
54.01 - The importance of being you in your content to build a connection and stand out from the pattern of AI.
56.27 - The dog trainer who posts about crochet and shows the human side.
58.12 - Using Rikki’s journal as a content tool and a bank of stories and thoughts.
59.39 - Writing to help you figure things out.
1.02.02 - Free writing and building your confidence and skills as a writer.
1.06.57 - Finding your titles, headlines, and intros at the end.
1.08.27 - Ways to connect with Rikki, find out about her 20-minute marketing method, and journal.
1.09.15 - Ways to work with Rikki.
1.10.42 - What’s next for Rikki and why she’s taking the pressure off.
Find out more about Rikki:
Visit her website: www.thecaninecopywriter.co.uk
Follow on Facebook: www.facebook.com/thecaninecopywriter
Connect on Instagram: www.instagram.com/thecaninecopywriter
Learn more on Linkedin: https://uk.linkedin.com/in/rikki-sullivan-88b76925
The 20 Minute Marketing Method: https://www.underdogsunleashed.co.uk/offers/aooT2sCB/checkout
The Journal: https://mybook.to/ramblejournal
Related posts
How to find your voice in your pet business with Rikki Sullivan
How to use the pet business content planner
A simple content plan to cover SEO, social media and email marketing
How to create a social media calendar for your pet business
How to start a pet business blog
How to create a repeatable content plan
Should you buy my pet business content planner?
