Would you love to get more engagement on your social media posts from your potential clients rather than people in your industry?

If so, you’ll love this chat with dog trainer coach Erin Moore about how create content for pet parents rather than pet professionals.

It’s for you if you feel like your social media is an echo chamber.

Where you get more interest on posts from other pet professionals – who won’t ever need to buy your services.

When it’s actually pet owners who you want to attract.

Erin and I chat about how to navigate this, and why it’s key for you to market to potential clients rather than squabble with other pet pros. 

Listen to the podcast on the player link below or carry on reading as a blog post.

Hi Erin, can you share a little about you?

“I help dog trainers build businesses that are sustainable and scalable so they have a solid financial foundation and a good work-life balance!” 

How did you get to where you are now?

“I was a dog walker then a trainer. I spent 13 years making every mistake a dog training business can make, doing it the hardest way possible, getting good results for my clients but not for myself.

“I left the industry and got a corporate job. But then I realised that wasn’t for me so I came back ready to make some changes.

“As dog trainers, we want to help people but we don’t know about the business side, so now I help trainers stay in the industry, make a difference and create a good life for themselves.”

How did you change things when you returned? 

“I hired a coach, and looked at how I could do online training, way before Covid, without losing the personal touch.

“The coach helped me understand this, figure out my ideal clients, what price to charge, how to build a programme and how to do sales and marketing. Before then I had no idea.”

How did you get into the coaching side for other trainers?

“I was called a ‘reluctant coach’ by my own mentor as she saw how good I am with people but at first I wanted to just work with the dogs. 

“Seeing how many people in the dog training world were struggling, I knew I could make a real difference, and I realised that if I’m helping trainers, I’m helping everybody, even the dogs too!”

What would you say dog trainers find most challenging when it comes to marketing their business?

“It’s learning how to speak the language that their clients speak, and not the language that other dog trainers speak. Most dog trainers market really well to other dog trainers!” 

We started chatting after a post you shared about dog trainers bickering on social media…

“I used to be one of those trainers who was constantly arguing online, telling people what was right and wrong.

“I was so angry and felt so helpless about a lot of things that were happening to dogs but then I looked at the impact of getting embroiled in these discussions.

“I realised by doing this I was telling the apps that the other person’s post is really relevant and it boosts their algorithms, so it puts their post in front of more people.

“Every time you do this you’re doing someone else’s marketing for them and you’re helping them reach more of their people.”

I feel blowing out someone else’s candles doesn’t make yours burn any brighter. 

“Absolutely, what you can do to get them to stop doing the thing you don’t like is to develop a bigger, better business.

“Talk about your own stuff and your own techniques so that people get the information that is right for them.”

What’s the impact of being in spats with other dog trainers, talking about what they’re doing wrong?

“If you’re focusing on all the things that are wrong, you’re not getting your message out there, instead you’re attracting people who are angry and bitter. Instead of clients who are genuinely looking for help with their dogs.”

What do you encourage dog trainers to share to attract clients?

“To be more authentic and to be yourself, don’t hide behind your professionalism and instead make human connections with people.

“Give people permission to show up and be authentic back to you, create a safe place for them to share that they’ve had a tough day with their dog, or whatever.

“Also focus on what life could look like instead for your clients, instead of what problems they are facing. 

“Focus on the transformation they are getting, what life is going to be like with their dog after they start working with you.” 

Do you have any other advice?

“I always tell clients to leave free Facebook groups with other trainers, because it’s where the slagging off happens and your ideal clients aren’t hanging out there.

“Secondly, set your own privacy settings to flag up any fighting or arguing, make sure you’re approving everything that goes on there to protect yourself.

“When we plan for the worst-case scenario you can be prepared for what you’re going to do about it.” 

What would you say to people who want to take the first step in getting out there?

“If you’re scared but you’re able to put a post out there with just a bit of authenticity and vulnerability to it, talk about something that’s real to you.

“And if you can’t do that my suggestion is to find a therapist, be really brave and get some help you need, a lot of the time we have unresolved trauma that’s getting in the way of us succeeding.” 

Find out more about Erin

Head to Erin’s website: www.dogbizcoach.com

Check out her podcast: https://www.dogbizcoach.com/podcast

Find her on Facebook: www.facebook.com/erinmoorebel

If you’d like to work together, check out my Pets Get Visible membership here