Your pet business, Your way

Rachel Spencer
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

Welcome to Your Pet Business, Your Way - the podcast for pet professionals who want to grow their business without following someone else’s rulebook. If you’ve ever felt bent out of shape trying to do content “the right way” or pressured to keep up with trends that just don’t feel like you, this podcast is here to help you do things differently. I’m Rachel Spencer - journalist, accredited coach and mentor, author, and creator of the Pet Business Content Planner and Companion and the Pets Get Visible membership. I work with brilliant people in the pet industry who want to put themselves out there, get seen, and make a difference - without burning out or trying to be someone they’re not. Each week you’ll hear stories, strategies and mindset shifts to help you feel more confident, consistent, and in control of your content. You'll also hear from inspiring pet professionals who are doing things their way. There are no quick fixes or copy-paste strategies here. Just thoughtful ideas, inspiring stories, and plenty of encouragement to help you build your pet business in a way that feels good, sustainable, and true to you. Come and connect with me on Instagram @rachelspenceruk

  1. 2D AGO

    How to become a more confident writer with Rikki Sullivan

    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...

    1h 14m

  2. FEB 10

    How to write a press release for your pet business

    Do you need to write a press release about your pet business? You're in the right place! This episode will cover everything you need to know when it comes to creating a press release for your pet business. But what I’m really keen to stress is that there is more to landing press coverage than writing a press release. What journalists want are stories, and by the end of this episode, you’ll have a sense of how to go about finding them in your pet business, plus what you can do if you’d like some support. Key topics and timings in this episode: 0.20 - Introduction to the podcast and topic. 0.46 - Why I've re-recorded this episode from 2020. 1.38 - My background and how this will help you with your press release. 4.28 - Why journalists aren't bothered about press releases and what they really want instead. 4.57 - What to expect from this episode. 5.19 - Definition of a press release. 5.54 - Why you as a business owner are capable of writing one yourself. 6.55 - Why there's never been an easier time to connect with the press. 7.44 - Why have a press release and how being in the press gives third party validation. 9.20 - When you might need a press release. 10.53 - Examples of what makes a story from Zoe, Rachel and Sarah. 16.33 - Story idea prompts for if you're stuck for ideas. 17.40 - How to write your press release. 19.00 - Why you want your story to be click-baity. 22.59 - What else you need to include with your press release. 25.27 - What you shouldn't do with your press release. 28.01 - Options for working together if you'd like support. 28.45 - How press coverage has helped my dog friendly business go from ghost town to fully booked. 29.36 - What to expect from the membership. 31.18 - How my 1-1 calls work. Background on the host: If you’re new to the podcast and you’ve clicked on this episode because you need to write a press release, here’s a little background about me. I’m a journalist and have been since 1999, a whopping 25 years ago, writing for local, regional, and national newspapers. In 2006 I went freelance, and since then, I have continued to work for national titles, women's magazines, and websites. I found myself writing about the pet industry after adopting my friend's dog Daisy in 2009, and this led me to start my own pet blog. My blog, www.thepawpost.co.uk, appeared in the top 10 UK pet blogs, and businesses and brands would approach me about being on it, and when they found out I was a journalist, they asked for help in landing press coverage. This led to me writing a book, 'Publicity Tips for Pet Businesses,' starting a Facebook group, working one-to-one with people, starting an online course, this podcast, then a membership. Since 2019, I’ve helped over 1000 pet business owners appear in newspapers, magazines, radio, TV, including BBC Breakfast, websites, podcasts, and more. Further reading or listening if you enjoyed this episode: Is my Pets Get Visible membership right for you? How to prepare for a radio interview with Anna Webb What happens on a Get Your Pet Business in the Press 1-1 Dos and Don't when dealing with journalists a...

    33 min

  3. FEB 3

    Get your pet business in the press in five simple steps

    Is getting some press coverage something you’d love to achieve for your pet business? You might see other people in the industry getting brilliant media coverage and wonder ‘how do they do it?’ Well, the good news is you don’t need a huge budget and a fancy PR company to appear in the media and make sure your business is seen. In this podcast episode I’m sharing five simple steps you can follow to if you’d like to Get Your Pet Business in the Press. There’s also a PDF you can download here that takes you through each step, with space for notes and ideas and additional resources. Key topics and timings in this episode: 0.30 - Introduction to the episode and how to get the PDF download which walks you through each step. 2.00 - Why you don’t need a PR company or agency to get in the press. 3.13 - How getting in the press can help you grow your pet business. 5.22 - The difference in the number of people you can reach through media coverage versus social media. 6.26 - Case study Zoe Willingham. 7.15. - Step one - consider who you want to reach. 9.52 - Step two - think about where you would like to be featured. 13.27 - Step three - come up with a story idea. 20.10 - Step four - find the right person to pitch to - the one who is likely to be interested in what you have to say. 23.41 - Step five - write your pitch. 25.22 - Be prepared to have the journalist call as soon as you send your pitch. Links mentioned in this episode: Download the Five Steps PDF Read How to prepare for an interview in ten simple steps How to prepare for an interview in ten simple steps Is my Pets Get Visible membership right for you? How to write a press release for your pet business How to find journalists contact details What’s the difference between a pitch and a press release Three moments you can use as story ideas

    29 min

  4. JAN 27

    How to create a repeatable content plan for your pet business

    Would you love to feel calm and in control of your content? Does it sometimes feel like you're constantly scrambling for ideas, or vanishing off social media when life gets busy? The good news is, you don’t need to chase trends or create from scratch every single day. You can have a plan that fits around you and your life. In this podcast episode, I'm sharing how repeatable content tasks - things you can post every week or every month - can help you stay consistent, visible, and connected to your audience without feeling overwhelmed or stuck. You'll learn what repeatable content is (and what it isn't), how it helps with confidence and consistency, and why it builds trust and leads to more sales. Plus I share some behind the scenes about the posts I use each week and month, and how you can create your own content rhythm using my free calendar and wall planner. This episode is part of the January 2026 planning series and includes a chance to win a three-night stay at Sunnyside Cottage or a year in the Pets Get Visible membership if you grab a planner before January 28th. Key topics and timings: 1.05 - How to access your free social media calendar and wall planner. 2.05 - Why self-promotion feels so hard. 3.14 - How repeatable tasks are just for you and can't be copied. 4.30 - Why being consistent helps and keeping in touch regularly and will put you way ahead of marketing gurus. 6.44 - What's in the calendar. 7.00 - Why repeatable content works, why we need to keep talking about our offers and how customers need so many more touchpoints now. 8.30 - The repeatable tasks I have in my business. 12.45 - What happens when you download the calendar and how you can use it. 14.00 - Putting together your repeatable plan. 16.03 - How repeatable content helps make your life easier. 18.30 - How to download the calendar. 20.42 - Ways to access more support in Pets Get Visible and what's involved. 23.12 - Episode summary and how to get in touch. Links mentioned in this episode: Download the social media calendar: https://rachelspencer.co.uk/calendar/ Check out the Pet Business Content Planner: https://rachelspencer.co.uk/shop/ Further listening/reading: Alex McCann on putting your personality into your content Making planning a habit in your pet business Creating habits you can stick to Should you buy my pet business content planner How to use the pet business content planner Is my Pets Get Visible membership right for you?

    25 min

  5. JAN 20

    How to become a person who plans (without changing your personality)

    Would you love to become the kind of person who plans? Are you fed up of feeling like you have so much going on that you can't keep up, and like the idea of a more calm way of working? The good news is that you don't need to have a complete personality overhaul to become more organised. It's something you can build on one step at a time. In this podcast episode you'll learn why planning is helpful along with some stats to support the impact it has on your performance. Plus pet business examples on ways they plan to support their work and feel less overwhelmed. Key topics and timings: 0.20 - Episode overview. 0.30 - The feeling of overwhelm people are experiencing. 1.05 - What the Pet Business Content Planner is and how it can help with becoming a person who plans. 2.20 - Why planning is challenging and how it might take a few attempts to get started. 2.50 - The reasons people say they can’t plan. 3.30 - The importance of being seen. 3.50 - Why planning isn’t a personality trait but a habit that you can do, just like brushing your teeth. 4.30 - Setting yourself up for success with planning. 5.10 - Client example - Louise from Studio44Pilates and her tracker. 6.30 - Why it’s important to put your business out there as an ethical pet pro. 9.02 - Why habit tracking works. 9.30 - How writing down your goals helps. 10.37 - How the Generation Effect works. 12.15 - Creating the right environment to plan. 14.03 - Gamification and how that helps with planning. 15.34 - Why monthly planning works better than bigger goals. 16.03 - The fresh start effect and how the planner can support you. 17.54 - Why it’s not about being a perfect planner and how all you need to do it keep coming back. 18.34 - Starting small with 5 simple ways to be a person who plans. 21.12 - Why you don’t wake up one day as an amazing planner, but you can become a person who plans. 21.43 - How to get a copy of the Planner, join the Planner Club and win a stay at Sunnyside Cottage or a year of support. Links mentioned in this episode: James Clear - Atomic Habits Studio44Pilates Habit Tracker: https://mailchi.mp/f755bf536962/mymonthonthemat Kerry Whitney from Frankys Bowtique fitness progress page: https://www.instagram.com/kerry_9whitney Mel Robbins podcast: https://www.melrobbins.com/episode/episode-358/ Related posts: How to create habits as a pet professional The importance of looking back to see how far you’ve come Is my Pets Get Visible membership right for you? What is The Planner Club and should you join How to use the Pet Business Content Planner Should you buy my Pet Business Content Planner

    23 min

  6. JAN 13

    A simple content plan to cover SEO, social media and your newsletter

    Are you looking for a simple planning system that can cover your SEO, social media and email marketing? Maybe you'd love to create one piece of content that you can use for all three, and know that your business is showing up on Google and in the AI learning models. If so this podcast is for you. It covers how to create content to feed the demands of your website, social media and your newsletter so you can keep in touch with your current clients, and connect with people who need what you have to offer. Key topics and timings: 0.21 - What to expect from this episode. 0.50 - How my pet business planner can help. 2.30 - What we know about pet owner behaviour when it comes to searching online. 7.23 - The 'They ask, you answer,' principle by Marcus Sheridan. 8.20 - Examples of what kind of user experience you can create. 10.20 - How creating content for your website and Google will help the AI models learn about you. 11.48 - Start with one core piece for the week or month and host on your website. 12.35 - Creating a bank of bingeable content for your website, and that you can send to potential clients when they ask you questions. 13.15 - Remember your blog content will show up on AI searches too. 14.00 - Case study, Louise Humphrey. 15.07 - How blogs you wrote years ago will serve you, and creating content themes. 16.34 - How my Pet Business content planner can support you. Links mentioned in this episode: Buy my pet business planner: https://rachelspencer.co.uk/shop/ Rikki Sullivan at The Canine Copywriter: https://thecaninecopywriter.co.uk/ Kate Toon's SEO podcast: https://therecipeforseosuccess.com/category/podcast/ Read Louise from Studio44Pilates blog: https://studio44pilates.com/category/louises-blog/ Further listening: How to create website content to make your pet business stand out with Roz Healey How to create a pet business social media content calendar How to start a pet blog or pet business blog How to start a pet business newsletter How to create a bingeable bank of content Should you buy my pet business planner

    19 min

  7. JAN 6

    How to make a plan for 2026 to fit your strengths, skills, energy, goals and values

    Are you feeling ready to make a plan for 2026 but not sure where to start? Maybe you've got some big goals for the year ahead but it's the start of January and you're easing yourself in. This podcast and blog is about making a plan that fits round you actually want to work, and what’s right for your life, your energy and your goals. In the episode, I talk about the five things I believe you need to think about if you want to make a plan that works. They are your strengths, skills, energy, goals and values. I’ll take you through what each of those means, share how to figure them out for yourself, and walk you through some real-life examples to help you apply them to your own plan. Key topics and timings: 0.20 - What to expect from this episode. 2.13 - Sponsor message - Pet Business Content Planner 3.20 - Giveaway details. 3.55 - Why planning matters and so many of us get it wrong. 4.55 - How we might look at a goal for our pets example. 6.02 - How to back yourself when you set a goal. 6.45 - Marathon example. 10.50 - Katie Gwilt planning story. 11.50 - Posting on social media regularly example. 17.08 - Backing yourself to make your goal a reality. 17.42 - Looking at matching a goal with strengths, skills, energy, goals and values. 18.30 - Defining strengths. 19.57 - Defining skills. 22.06 - Defining energy. 25.50 - Defining goals. 27.04 - Defining values. 31.54 - How these would apply for me. 32.56 - How to get in touch. 33.04 - Competition details. Links mentioned: Buy a 2026 planner or join the planner club: https://rachelspencer.co.uk/shop/ Further reading/listening: Should you buy my 2026 Pet Business Content Planner How to use the Pet Business Content Planner How to create habits in your pet business you can stick to Is my Pets Get Visible membership right for you? How to choose the right pet business membership Why community matters for you and your pet business

    34 min

  8. 12/31/2025

    Why connection is my word for 2026 - and how to choose yours

    Do you choose a word for the year? Or are you thinking about yours for 2026?  Each year, I choose a word to guide how I want to feel and how I want to work and this year it’s Connection. In the past, it's been Calm and Space - two things I definitely needed during some pretty full-on seasons.  But this year, for 2026, it’s all about connection. In this post, I’m sharing why that word matters to me, how it came about, and some reflections and prompts to help you choose what you want from the year ahead too.  I hope it gives you a moment to pause and think about what 2026 could look like for you. Topics and timings: 0.20 -Episode outline. 0.38 - Planner sponsor message. 2.17 - How do you want to feel in 2026. 2.40 - Why Connection is the word for 2026. 3.10 - Why my perspective has changed. 4.37 - Some previous words of the year. 8.10 - What Connection means and the training I'm doing for 2026. 10.59 - Prompts to help you think of what connection means for you. 13.09 - Connection and collaboration example with Vanessa from Wag-Wagatha Christie groomers. 16.29 - The importance of a sense of belonging. 17.02 - How the Pets Get Visible membership can help you feel connected. 17.44 - More real life meet ups for 2026. 19.08 - Why it's not just you sitting there thinking everyone else has it all figured out and you dont. 21.18 - How imposter syndrome is with us at all levels. 22.05 - Thank you message to start the year. Links mentioned in this episode: Emotions coaching: https://www.igcompany.com/emotionscoaching Planner and Planner Club: www.rachelspencer.co.uk/shop Further reading/listening: 12 Takeaways from my Online Planning Day How to prepare for a pet business event Is my Pets Get Visible membership right for you? How to choose the right pet business membership Should you buy my Pet Business Content Planner What is The Planner Club and should you join Why I am an accredited Pet Business Coach Look back and see how far you've come

    23 min
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About

Welcome to Your Pet Business, Your Way - the podcast for pet professionals who want to grow their business without following someone else’s rulebook. If you’ve ever felt bent out of shape trying to do content “the right way” or pressured to keep up with trends that just don’t feel like you, this podcast is here to help you do things differently. I’m Rachel Spencer - journalist, accredited coach and mentor, author, and creator of the Pet Business Content Planner and Companion and the Pets Get Visible membership. I work with brilliant people in the pet industry who want to put themselves out there, get seen, and make a difference - without burning out or trying to be someone they’re not. Each week you’ll hear stories, strategies and mindset shifts to help you feel more confident, consistent, and in control of your content. You'll also hear from inspiring pet professionals who are doing things their way. There are no quick fixes or copy-paste strategies here. Just thoughtful ideas, inspiring stories, and plenty of encouragement to help you build your pet business in a way that feels good, sustainable, and true to you. Come and connect with me on Instagram @rachelspenceruk

Information

  • Creator
    Rachel Spencer
  • Years Active
    2020 - 2026
  • Episodes
    263
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Rachel Spencer
  • Show Website
    Your pet business, Your way

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