Most force-free trainers feel like accidental business owners and reluctant marketers - brilliant with dogs, but suddenly expected to be marketers, salespeople, and content creators. Add AI into the mix and it can feel impossible to stand out without selling your soul.
Today, we are joined by Ricky Sullivan, The Canine Copywriter. She helps dog trainers get crystal clear on what they offer, who it’s for, and writes the content for their website, emails, and other marketing. Content that makes the right people’s ears perk up and tempts them to get out their credit cards.
We discuss why creating ethical, human copy is essential and how to do it and improve your visibility without having to live on social media. As well as how to use AI in a way that ensures you still sound like you.
KEY TAKEAWAYS
Copywriting is all about using the right words. Words that catch the attention of the right people and demonstrate to them that you are the person who genuinely can help them to train their dog and provide them with relief.
Jargon-heavy copy that reads like you are trying to prove how much you know, instantly turns people off. Their eyes roll, they think "what the hell does that mean or that sound soooo complicated." - then click away.
Pet owners want a human they can relate to and understand. Someone they know will truly solve their problem.
Be honest about what your offer. The more genuine you are the more you will attract clients you can help and the more likely it is you will please them and attract good reviews.
If you think you are not a good fit, don´t work with that client.
Pick marketing methods that work for you. If you don´t like writing, produce your content by talking instead.
Using social media is optional, staying consistently visible isn’t.
Generic, identical AI images and content erode trust and stop you standing out.
BEST MOMENTS
“Copywriting is writing words, but words for marketing. Words that are designed to persuade.”
“You just cannot stand out if everybody's stuff sounds exactly the same, and everybody's images are AI generated.”
“It's a fine line between understanding what people need to hear and not using their pain points against them.”
“Most force-free dog trainers didn't get into being a dog trainer because they wanted to be on social media.”
“Don't over complicate it, just be yourself, just show up, talk about what you care about, talk about how you can help people.”
ABOUT THE GUEST
https://thecaninecopywriter.co.uk/
https://www.facebook.com/thecaninecopywriter
https://www.instagram.com/thecaninecopywriter/
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: hello@caninebusinessacademy.com
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/
