Let's Talk Dog Business

As a dog trainer or behaviourist – who are you actually marketing to? And who should you be marketing to?

It sounds like a stupid question, but in this episode, you’ll see it’s the key to why so much of your content lands beautifully with other trainers… and completely misses the dog owners you are actually trying to attract.

Jo and Vicky explain why dog trainers need to stop worrying about what their peers think and stop marketing to the fantasy “perfect client” who doesn’t exist. Instead, they show you how to talk directly to real dog owners – the ones saying things like “I just want my dog under control” – and why hearing that kind of language should be a green light to connect and educate, not an automatic red flag.

KEY TAKEAWAYS


Stop marketing to your dream client. People who already fully understands how dog training really works are very rare. 


Market in a way that appeals to real dog owners. People who are tired, confused, and just want their dog to behave.


Sell what dog owners think they want - an obedient, under control dog. Then, deliver what they actually need – realistic expectations, understanding of their dog, and a stronger relationship with their dog through force free behaviour change.


If your marketing sounds like a science lecture, your ideal pet dog owner has already scrolled past.


Keep the language simple, human, and totally jargon‑free.


Words like “dominant,” “obedient,” and “control” are not bad‑client alarms. They’re just repeating what they’ve heard. Use those words as a starting point to connect. Then gently reframe.


If you instantly have a negative reaction when you hear would be clients use words like "obedient" or phrases like "I just want the dog sorted" you will miss out.


Think of your marketing as a shop window - its only job is to get the right people to step through your door.

BEST MOMENTS

“We forget how it feels to be a normal dog owner.”

“I guarantee, from a marketing perspective, I am more likely to connect with people now with my very limited knowledge than I am when I know more.”

“If you talk like that outwardly, you are a tw**t .”

“Marketing is only a shop front window - it's the very diluted version of what they're going to experience when they work with you.”

Ready to stop winging it and start earning consistent 3–5k months?

Grab your free spot on our 90‑minute masterclass and we’ll show you exactly how to stop guessing, structure your dog business properly, and get paid like a pro – not a hobbyist.

Just click here - https://www.caninebusinessacademy.com/90-min-masterclass

SOCIALS AND IMPORTANT LINKS

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

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

www.caninebusinessacademy.com

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

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards. They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

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

Dog trainers are told online income is “easy.” Create a course. Stick it on Kajabi or Thinkific. Say “buy my thing.” Wake up to money in your sleep.
If that is true, why are so many online memberships, £7 offers and “video vaults” quietly gathering dust?

This episode is all about why “easy online income” is a myth and what you actually need in place before online courses, memberships and low-cost digital offers will work for your dog business.

KEY TAKEAWAYS

There is a perception that online training is as simple as create a course, stick it on a platform, stick it on your website, and say - here's a course, buy my thing, and then voila, you're making money whilst you're sleeping.
Easy online income is a myth: low‑ticket video courses and memberships are often harder to sell than one to one service.
Giving buyers access to a big video vault just does not cut it. Free dog training advice is everywhere; people pay not for information, but for you, your personality, story, experience, guidance, and a clear, simple path to a result.
Technology, including remote or online services do have a place within most dog businesses, but it needs to be used in the right way. A way that genuinely makes sense for your customers and produces good results e.g. delivering one to one lessons over Zoom.
If you do run an online membership, make sure you are present and offer in-depth advice and a genuine community that owners can use to support each other. It´s not making money in your sleep
Online offers only work when you already have audience, trust, and community in place. So, your first step is to actively build an audience.

BEST MOMENTS
“The online space is so noisy…You're no longer competing with other dog trainers for attention. You're competing with the entire advertising system.”

“If it really were that simple, why is everybody not raking it in.”

"The marketplace is shifting for everybody … we're craving human connection … because the tech's overwhelming everybody."

“It's the equivalent of an in-person business just online.”

“You got to stand out in a way that works for you, in a way that aligns with your brand.

Join our free 90‑minute webinar where we’ll walk you through what’s working right now for dog pros who want a business that actually supports their life. Sign up here - https://www.caninebusinessacademy.com/90-min-masterclass

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

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.

With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.

🏆 Their award-winning work has earned recognition including:
– UK StartUp Awards: Business to Business (Midlands)
– Small Business Awards UK: Most Innovative Small Business 2025
– Business Awards UK: Most Innovative Pet Product 2024
– Plus shortlists at the Women in Business and Great British Businesswoman Awards

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.

Their philosophy is simple:
Give a shit. Get shit done. Get results.

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

Many dog trainers burn out  because they work long hours for very little money – It doesn´t have to be like that.  Fixing your business finances automatically solves that problem.  

Today, we sit down with Bobbie Logan a financial empowerment coach and multi‑award‑winning bookkeeper to discuss why burnout is so strongly related to how you hand your business finances. We bust the money-related myths that are holding you back - “I can’t charge that,” “accountants are a luxury,” and “I’m running this for the dogs, not for profit.”

We also unpack how to develop the practical money habits you need to break this negative cycle. Including, monthly money dates, simple bank account setups, and tax pots, and asking better questions of your accountant.

We've got a brand-new business health check for you - it´ll show you exactly where your business is working really fucking well, and where you are haemorrhaging time, money, and energy - all in the time it takes to make a cuppa. Just click the link to take our business health check quiz -https://quiz.caninebusinessacademy.com/health-check 

KEY TAKEAWAYS


Treating financial support as a luxury creates hidden risk. Early, ongoing bookkeeping and strategic input will reduce tax, smooth cash flow, and support better decisions. 


Hiring a decent bookkeeper from the start pays for itself many times over.


Choose a bookkeeper that uses language you understand and is happy to answer all of your questions. Why pay for someone who only handles your tax return when you can have an expert there to help you build your business.


Most of us have a negative mindset around money e.g. the belief that “money doesn´t grow on trees.” That holds us back. Bobbie explains how to address that issue.


When you don´t charge what you are worth, you are holding your customers back as well as yourself.

BEST MOMENTS

“Burnout is actually a state of you're not earning enough - It's not that you're doing too much.”

“Knowing your numbers is the one thing that will drive your business and really drive you to make more money.”

“If you are not charging your worth, you already feel worthless.”

“As a business owner, you don't do it for free. You're not a charity. You are there to share your knowledge.”

If this episode has hit a nerve around money, you need to be at CBA Live on the 9th and 10th of July. Bobby will be there in person, going deeper into money mindset and sharing simple, no‑jargon tips to improve your dog business´ bottom line.  

👉 Grab your ticket now at https://www.caninebusinessacademy.com/cba-live-2026

GUEST RESOURCES

https://www.instagram.com/thewanderfulbookkeeper

SOCIALS AND IMPORTANT LINKS

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

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

www.caninebusinessacademy.com

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

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards. They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

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

Dog trainers often ask, “What else do I need to offer to make enough sales?”

This episode shows you it’s not about adding more. It´s about changing your focus, which can even mean you end up doing less.

You’ll hear why so many trainers are trapped offering low‑priced classes and working endless evenings, how to challenge the “truths” you’ve absorbed about what clients will pay, and how one purpose‑driven, higher‑value offer plus simple, personal sales can change your income, your schedule, and your enjoyment of the work.

KEY TAKEAWAYS


You are in control. If you hate what you are doing and it does not align with your purpose, what you are passionate about - you can change that.


Choose a product that you are passionate about and focus on developing that. You will stay engaged, help people you really can help and deliver fantastic training people love and are willing to pay for.


Challenge the “truths” that are holding you back -  when you question beliefs like “people won’t pay that here” or “clients don’t value what I do,” you realise most of your limits are self‑imposed, not market‑imposed.  Fix your mindset to fix your business.


In a world where human connection is becoming rare making the effort to respond personally is huge e.g. responding to a sales enquiry by sending a short video reply.

BEST MOMENTS

“Your purpose will lead the way. If the purpose is passion driven.”

“We need to be led by that passion. Because you'll get sick of what you do if you're not enjoying it.”

“Mindset - It’s not that your mind is broken. It's how set are you in your brain?”

“If you're going down a path that doesn't excite you and light you up if you're working with people that you fucking hate - It's all down to you. You get to change this .”

“If you learn how to sell better and sell air quote properly, this is what's going to massively change your life.”

“We genuinely believe human connection is of the highest importance, because we're not having it anymore.”

Want to find out more and start reshaping your dog training business? Join our free 90‑minute webinar at caninebusinessacademy.com and see how one core offer, a stronger mindset and human‑first sales changes everything.

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

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman AwardsThey’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results.

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

Most dog trainers are having plenty of conversations and getting the clicks — yet very few people are actually buying.

In this episode, we look at why so many people stop you in the park or Google “dog training [your area],” land on your site… and then quietly disappear. We unpack how business cards, vague websites and too many options kill momentum, even when people are genuinely interested.

For each touchpoint in the customer journey, you’ll learn how to create a simple, frictionless “next logical step”, how to use above-the-fold space so visitors instantly know they’re in the right place, and why you shouldn’t worry about fancy funnels or lead magnets until you’ve nailed a basic path that takes dog owners from curiosity to paid client.

KEY TAKEAWAYS

Regardless of whether someone finds your website or approaches you in the park you need to take that potential customer on a journey – a journey that quickly demonstrates that you can help and makes it easy to book with you.

Your customer journey has to be frictionless - quick and simple. If people cannot find out what they need to know, they will go elsewhere.

 Reserve above‑the‑fold space on your website to answer the questions: “Am I in the right place. What do I do next?” if you don´t you’ll lose sales.

 Use the language your customers use. If they search for or talk about dog trainers instead of dog behaviourist, use dog trainer on your website.

Keep your offer simple and make booking frictionless. Identify how people are finding you and double down on improving the customer

journey on that platform.

BEST MOMENTS

“That customer journey can get really complicated. Or, we can simplify it and just go, what is

somebody looking for? What's the next logical step?”

“Ask - How easy is it to buy something from you?”

“If people are saying they're finding you on Google and you're spending all your time on

Facebook …. put more effort into Google.”

“Realistically, if your business… isn’t generating up to 100k consistently every year on

turnover, then we don't need all these fancy things.”

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

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders

of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than

just a logo and a dream.

With a combined passion for dogs and business done properly, Jo and Vicky have helped

hundreds of canine professionals build sustainable, profitable businesses rooted in real

impact.

Their award-winning work has earned recognition including:

– UK StartUp Awards: Business to Business (Midlands)

– Small Business Awards UK: Most Innovative Small Business 2025

– Business Awards UK: Most Innovative Pet Product 2024

– Plus shortlists at the Women in Business and Great British Businesswoman Awards

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC

Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.

Their philosophy is simple:

Give a shit. Get shit done. Get results.

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