Your pet business content your way Rachel Spencer

Would you love to secure press coverage for your pet business and need some story inspiration?
You’ll find plenty in this blog post and episode of the podcast where I’m sharing my top 20 favourite stories from five years of helping clients get in the press.
To celebrate the 200th episode of the Your Pet Business Content, Your Way podcast, I’ve rounded up a selection to show what journalists look for.
Since I began working with small businesses supporting them with approaching the media, there have been over 1,000 pieces of coverage.
From local outlets to the BBC Breakfast sofa and This Morning, I hope listening and reading these examples will show you what’s possible.
And if you’d like to chat about working together, head to the ‘work with me’ section for a range of options to suit all budgets.
Listen to this episode or head to my website to read many of the examples in the blog post here: https://rachelspencer.co.uk/top-20-pet-business-stories/
Key topics and timings in this episode:
2.28 - How this podcast started at Publicity for Pet Businesses.
3.53 - What made me train as a coach.
7.00 - How you can pitch to the press yourself and why I feel so passionately about showing business owners how to do this.
8.03 - Story number 20 ‘Meet Carla Finzel, the district nurse for pets.’
9.40 - Story number 19 ‘Kate Taylor on why dogs should be allowed everywhere like children.’
12.20 - Story number 18 ‘Karen Boyce the puppy queen of Wales.’
13.38 - Story number 17 ‘Doreen Potter, the Cumbrian dog trainer giving Romanian rescues a home.’
15.07 - Story number 16 ‘Supporting your cat coming out of lockdown with Wendy Thomson in the Warrington Guardian.’
16.14 - Story number 15 ‘Katie Gwilt The Kat Lady in Total Grooming.’
18.23 - Story number 14 - ‘Helen Motteram on the mental health crisis facing our dogs in the Daily Mirror.’
20.14 - Helen Motteram shares what it’s like to be on the BBC Breakfast sofa.
22.11 - Story number 13 - ‘Caroline Wilkinson as a doggy agony aunt in the Guardian.’
23.02 - Caroline on how publicity has helped her business.
24.09 - Story number 12 - ‘Not all breeders are Cruella De Vil with Rebecca Walters.’
25.23 - Rebecca talks about what it was like being in the press sharing her mission.
29.15 - Story number 11 - ‘How to train your dog for social media stardom with Kerry Jordan.’
30.15 - Kerry talks about being in her local lifestyle mag Cumbria Life.
31.33 - Story number 10 - ‘A crisis can bring out the best in us - Suzanne Gould.’
32.44 - Suzanne talks about how being in the spotlight has helped her stand out as a dog trainer.
36.16 - Story number 9 - ‘Meet lockdown hero and Menopaws story Louise Humphrey.’
37.31 - Louise shares how PR has positioned her as a pilates and canicross expert.
38.29 - Story number 8 - ‘Jo Sellers on being a prisoner in her home in Take a Break.’
39.52 - Jo on what it was like being in a real-life women’s magazine.
41.20 - Story number 7 - ‘Emily Thomas why more people are turning to canicross and lots more.’
42.56 - Emily on raising her profile as an authority in canicross.
44.52 - Story number 6 - ‘Meet Zoe Willingham - the animal lover who lives with over 100 pets in the Daily Mirror.’
47.38 - Zoe shares what it’s like to be in the press.
49.27 - Story number 5 - ‘Becky Baker on The One Show and post-puppy blues.’
50.54 - Becky on why you’ve just got to ‘go for it!’
52.09 - Story number 4 - ‘Sarah Jones and her mission for dogs in yellow to get the space they need in the Daily Mirror.’
55.23 - Sarah shares what being in the media has done for anxious dogs.
56.07 -...

Do you find yourself worrying around how much engagement you have on your social media accounts?
This is a topic I find comes up repeatedly on social media, in Facebook group conversations, and in the coaching calls I run in my membership.
Pet professionals who are doing a brilliant job of caring for animals and supporting their clients, making brilliant products that make a difference.
Yet they become tied up in knots with social media, trying to keep up with the ever changing demands of platforms run by billionaires.
Social media is an incredible free tool to get your work seen, but it can also cause a lot of stress and frustration.
One thing I wish wasn’t a cause of this is engagement. 
In this podcast episode, I’m talking about why I would LOVE for you to let go of any concerns you have around this, so it doesn’t hold you back, and so you can show up as the brilliant pet pro you are.
Key topics and timings in this episode:
1:23 - The challenges pet professionals share about social media engagment
2:38 - What is social media engagement
5:24 - Why worrying about it can hold you back
7:10 - Why normal people don't care about social media engagement
8:35 - Would a lack of engagement stop you from buying?
9:24 - Even social media experts struggle to get engagement
10:13 - Remember, you're a pet pro, you are not a social media expert
11:51 - Worrying about a lack of engagement means you’re not getting seen
13:36 - People can discover you on social media and then come OFF social media to find out more about you
15:09 - It takes 10 to 15 touchpoints for people to decide to buy from you
16:42 - Pet parents need to know the available choices
19:08 - You want to dilute the aversive messages that are out there
20:25 - Social media is a little bit like quicksand
21:09 - Remember that people are lurking
22:24 - Engagement doesn't pay the bills and an engaging post may generate no money
24:29 - You're winning just by showing up as research shows many people don't even bother
25:22 - Be brave and post what you really want to say and you might surprise yourself
27:11 - Sometimes it's just having a little confidence boost
29:01 - Podcasts to listen to if you'd like to feel inspired
31:15 - Final thoughts on posting and feeling confident
31:40 - How I can support you in feeling more ok with self-promotion
Get 50% off your first month in Pets Get Visible here: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50
Links mentioned in this episode:
Creating meaningful content with Aileen Stevenson
How to feel more comfortable and confident promoting your pet business
If you’re not visible who misses out?
Stuff the social media rules and do things your way with Colette Adwin
Putting your passion and personality into your marketing with Alex McCann
Why I trained as an...

Are you fed up with feeling awkward when selling your product or service?
If so, I think you’ll love this episode with sales expert Sara Dalrymple, author of More Sales Please, where we’re talking about letting go of the discomfort you feel around asking for money.
You started your business because you wanted to do good work and make a difference, and for this to happen, you need to earn a living.
You likely love doing your work, and Sara says that simply ‘developing a love of talking about what you do’ is the key to being a better salesperson.
Selling is like a muscle, you have to work on it, build it up and maintain it, and in this interview Sara shares a simple way to do this.
She talks through the journey your potential clients go through, from being cold and unfamiliar to warm and ready to make a decision to hot and ready to take action.
Whether you’re a confident salesperson already or looking to get more comfortable with the process, I think you’ll love Sara’s no-fluff advice.
*This post contains an affiliate link to Sara’s book, meaning if you buy a copy, I will be paid a small commission. This doesn’t affect your price and helps fund this podcast.
Key topics and timings in this episode:
2.36 - Sara’s background in corporate and how she came to specialise in sales training.
5.23 - Why it’s ok to feel vulnerable when presenting what we offer online.
6.19 - Sara’s thoughts on reframing sales as “talking about what you’re good at and asking for money.”
9.43 - Accepting that there will always be challenges in the world and economy and that you need to be consistently visible to thrive.
12.21 - Seeing our sales skills as a muscle we need to build and maintain.
16.35 - Ways to figure out what your potential clients are looking for so you’re able to lay the information they need to decide to buy from you.
20.16 - How to create content for the different stages of the journey, from a potential buyer being cold and unsure to warm and considering their options to hot and ready to buy.
27.03 - Posting little and often and why it’s the compound effect of seeing you regularly rather than a few perfectly crafted posts that will lead to more sales.
31.26 - Being strict with your time on social media and spending a maximum of 30 minutes a day on your posts.
35.17 - Handling rejection and using this as an opportunity to clarify your messaging.
37.25 - Having time and patience to let social media work with you and the compound effect to build.
41.52 - How running a pet business is a gift when it comes to content creation because of the emotional connection we have with our animals.
44.07 - Sara’s three steps to get started for sales phobics. Be clear on the value in what you offer, show up regularly, and get support.
46.36 - Where to learn more about Sara and the best places to connect.
Links mentioned in this episode:
Buy Sara’s book More Sales Please on Amazon * https://amzn.to/4cQjUHe
Learn more from Sara on her website: https://saradalrymple.co.uk/
Connect on Instagram: https://www.instagram.com/saleswithsara/
Further reading 
Creating meaningful social media content with Aileen Stevenson
Putting you first and creating a pet business that makes you happy with Jane Ardern
How to feel comfortable and confident talking about your pet business
Taking the fear out of putting up your prices with Sally Farrant
Why I trained as a coach and what this means for your pet business 
Further...

Would you love to be an award-winning pet business?
To gain recognition for the hard work you do and stand out from the competition?
Whether you own a grooming salon, a pet shop, training or dog walking service, or you make products that make a difference, being involved in industry awards will boost your credibility and attract new customers.
In this podcast episode, I'm sharing reasons you should aspire to be an award-winning pet business.
Plus tips on choosing the right award for you and using your win to secure media coverage.
Winning awards means you'll elevate your pet business, stand out from the crowd, and gain the recognition you deserve.
And you’ll hear from two pet businesses who have won awards to inspire you.
If this is something you'd like to work on, join my Pets Get Visible membership where the focus for April is awards and get 50% off your first month by clicking here.
Key topics and timings:
0.20 - Introduction
1.29 - What to expect from this episode
1.40 - Getting over the cringing feeling of looking for recognition
3.48 - How you can get support with your awards process and applications
5.50 - It's acceptable to self-nominate for awards
6.30 - Consider the purpose of winning an award
7.37 - Choose the right awards 
8.49 - How applying will refine your business messaging
9.42 - Recognition demonstrates professionalism
10.49 - Case study - Niki French
12.10 - Awards boost confidence
12.54 - Winning gives third party validation of business impact
13.51 - Stand out from competitors
15.42 - Social media buzz and engagement
16.00 - Case study - Louise Humphrey
17.54 - Opportunities for public relations
20.45 - What to do if you’d like to work on applying for awards - come and join my workshop!
Further reading on this topic
How winning the SBS award with Theo Paphitis can raise your profile
10 takeaways from Theo Paphitis’ SBS event 2024
Kirsty Skeates shares why you SHOULD be applying for awards for your pet business
How to feel more comfortable and confident promoting your pet business
Is my Pets Get Visible membership right for you


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What do you do when something happens in your life, and it means you have to stop everything in your business to deal with it?
We live in an uncertain world, and the 2020 Coronavirus pandemic has shown that you don’t know what might be coming around the corner to turn your life upside down.
And while your business is a huge part of your life, there are inevitable things that happen with your family and loved ones which, at times, mean they need to come first.
Running a business is challenging during these times. You don’t have the usual time, energy, and resources to keep the plates spinning.
So what can you do? In this podcast episode, I’m sharing some thoughts on how to navigate the day-to-day running of your business and taking care of yourself too.
The last 12 months have been a stop-start time for me.
And I’m talking about some of the lessons I’ve learned along the way in the hope it will be helpful for you if you’re experiencing the same.
Key topics and timings in this episode: 
00:00 - Introduction
1:29 - Defining a stop-start period
4.44 - My own stop-start experience from the last 12 months
7.46 - The difference between going through tough times as a business owner compared with an employee
9.20 - Seven thoughts on how to navigate stop-start times.
9:36 - 1. Accept that you can't do all the things
10:36 - 2. Take the pressure off yourself
13:29 - 3. Work out how much time you can dedicate to work
15:22 - 4. Prioritise cash-generating activity
17.30 - 5. Step away from things that will make you feel rubbish
21:03 - 6. Accept that things will take longer than usual
25:11 - 7. Be kind to yourself
27:19 - Coaching exercise: Prioritising tasks
30:13 - Final thoughts
34:22 - How to keep in touch
Links mentioned in this episode:
Further reading 
Navigating the rollercoaster of running a business
The power of taking a pause in your pet business content
Why I trained as an accredited coach and what this means for your pet business
How to navigate controversy in your pet business
Buy Emotional Agility by Susan David here on Amazon.
Listen to The Hit Factory playlist on Spotify 
https://www.instagram.com/rachelspenceruk
https://www.facebook.com/rachelspenceruk
https://www.linkedin.com/in/rachelspenceruk/
For more mindset musings, register for my newsletter which you can sign up to here: 
https://publicityforpetbusinesses.mykajabi.com/Optin


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Each year Theo Paphitis puts on his Small Business Sunday winner's event in Birmingham to celebrate small businesses and give them a boost.
It's a brilliantly inspiring day where Theo and his panel of experts give so much encouragement and line up fabulous speakers to educate and inspire you.
This year, we had talks on using AI in your marketing from Google and a spotlight session from Susan Bonnar, founder of The British Craft House and a former SBS winner.
NatWest chaired a panel discussion with success stories from their Accelerator program Maxine Laceby, founder of Absolute Collagen, Sanjay Agarwal, founder of Spice Kitchen and Shalom Lloyd from Naturally Tiwa skincare.
The fireside chat this year was Stacey Solomon who brought the house down, and was mobbed by fans bringing her gifts and sharing how she'd transformed their businesses with her endorsements.
In this podcast episode, I'm sharing my ten takeaways from the event.
Key topics and timings:
0.20 - What to expect from this episode.
2.00 - Why the SBS community is such a special place to be a part of and how Theo gives you the reassurance we all need.
2.30 - What is SBS and how it started.
4.45 - How the SBS network can help you and provide support.
5.34 - Takeaway 1 - Keep getting up - there will always be setbacks.
7.30 - Takeaway 2 - Stop and sense-check your activities.
9.05 - Takeaway 3 - Don’t be afraid to change.
10.35 - Takeaway 4 - Why it's important to plan and look forward.
12.20 - Takeaway 5 - Use AI as inspiration and a helpful assistant and not to do everything for you!
16.11 - Takeaway 6 - You have to make money.
20.11 - Takeaway 7 - Say yes to things even when it feels huge and scary.
23.45 - Takeaway 8 - Let yourself off the hook with social media and be social put your community first.
26.57 - Takeaway 9 - You need to be seen and the impact of a shout-out from Stacey Solomon - leading to £100,000 of sales for Stamptastic.
29.41 - Takeaway 10 - Why it's ok ask for help.
Links mentioned in this episode:
How Theo Paphitis' Small Business Sunday award can raise your pet business profile
Theo Paphitis launches SBS invest
How the NatWest accelerator can help your pet business
Finding support for your pet business in Pets Get Visible
The rollercoaster that is running a small business


This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy