Let's Talk Dog Business

• Sales Pages That Sell - Attract Clients Through Laser-Focused Messaging – with Adam Ashburn

  DESCRIPTION For this episode, you get to benefit from one of the pod classes that the members of the Canine Business Academy have access to. This is an in-depth discussion with Adam Ashburn, the co-founder of Test Tube Marketing. They help businesses to generate more sales. Adam explains how to layout your sales pages and write content that holds the attention of the customers you want; make it clear you understand their pain points and can be relied upon to solve their problem. His surprisingly simple 17 step sales page checklist, which can be implemented gradually, is sure to significantly boost your sales. To get access to more pod classes, go to https://www.caninebusinessacademy.com/the-membership and sign up for a 7-day free trial. Once you know the academy is a good fit for you, the cost is just £27 +VAT per month and you can cancel at any point. KEY TAKEAWAYS A sales page is very different from other types of webpages. Talk directly to the type of customer you are there to help. Focus on what you can do for them. Stop talking about yourself, your years of experience, etc. It switches people off. You don´t need to constantly justify yourself. Use testimonials and case studies to do that. Don´t over complicate things. Just demonstrate that you understand the problem, know how to resolve it and can be trusted to help. Some people read every word; others skim read. Adam explains how to engage both types of readers. Avoid jargon so Joe Public can understand. The more generic your sales page is, the less impactful it will be. To avoid this, create detailed customer avatars. Outline your promise, be clear who it is for, what problems you are promising to solve and how your fulfilling that improves your customers´ future life. Think about how the person you are speaking to feels now, and how you want them to feel after you´ve helped them. Anticipate and address objections. Create a sales page for each service. Tempt people onto your mailing list so you can convert them into customers later. BEST MOMENTS “As soon as you start talking about you, then, you are switching people off.” “It is impactful because people feel you are talking to them directly.” “Showing not telling is best.” “As a consumer …. I just want to know what you can do for me and what I need to do next.” “A good sales page makes the price less important.” “Simple is smart, complicated is stupid.” “The simpler the language is, the simpler it is to navigate, the better results you'll get.” EPISODE RESOURCES Access the free 17P´s Sales Page Checklist - https://www.instagram.com/testtubemarketing https://hemingwayapp.com 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 ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

  --------  

  57:04
• Scaling Past 6 Figures

  Taking a business to the point where it turns over £100k is a big achievement. But there is no need to stop there, with the right approach you can earn a lot more than that. In this episode, Jo & Vicky explain how. They cover, changing up your strategy, pushing past the VAT threshold, why you shouldn't be afraid of paying more tax, when to take on employees, building assets separately so that you can sell them on, and making a lot of extra money from your knowledge. KEY TAKEAWAYS The strategy that got you to a turnover of £100k per annum is not the same one you will need to use to earn even more next year. When it comes to strategy, you need to know what to implement at the right time for the stage your business is at. If your goal is to earn £50k to £100k niching down and providing one, maybe two products, is the right strategy. Don’t fall into the trap of creating a business that has a huge turnover but has such high overheads that you still cannot take out a decent income for yourself. Many owners of big training centres have this issue. Don´t let the idea of paying more tax when you grow beyond a certain point hold you back. But do fully factor it into your pricing. Pushing past the VAT threshold is not easy, but necessary. Otherwise, your business will be forever held back. Regularly reviewing where you are and where you want to go ensures you are always striving for the right things. Keep your accounts up to date and do the analysis. Every time you put out an ad or post, track how well it works. If a marketing method is working, double down on it. Don´t be afraid of spending money on advertising that provides good ROI. There’s a lot of profit potential wrapped up in your brand and expertise. Continually nurture them so you can use them to generate more income over the long term, e.g. Sell coaching or a book. Create other related assets that you could potentially sell off at a later date. Jo & Vicky share several examples. Be careful about employing people. A lot of businesses do this too soon. BEST MOMENTS “As soon as you start pushing past that 100k mark, that's when the strategy needs to change.” “You have to reassess as you start to grow.” “So many businesses purposely cap their earnings so they don't go over that VAT.” “Start building up a bank of assets.” “You need to have multiple sources of income.” “They all supplement and support one another, whilst being a standalone product in their own right.” “It´s all about knowing who you are as a business.” “Really look at the data. Look at what your customers are saying.” “Get all of the knowledge that's in your head down onto something.” 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 ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

  --------  

  49:29
• If Nothing Changes, Nothing Changes

  In this episode, Jo & Vicky discuss how to avoid getting stuck in a cycle of not following through on what you learn. They explain why so many of us invest time and money into training but fail to take action and apply what we have learned. It's a very common pattern of behaviour that leaves you unable to make progress and grow your business. Jo & Vicky explain how to set specific goals, step outside of your comfort zone so you can benefit from more effective techniques and maintain motivation. They also cover overcoming fear of rejection, how to be honest with yourself about progress and recognise when it is time to tweak what you are doing. KEY TAKEAWAYS Sustainable change takes time. Be consistent and patient. If you are not, nothing will change. Be honest with yourself about how much you are doing to change things. Often, when you look at the data you will realise that your efforts are too limited. Use measurable data to monitor how effective what you are doing is. We are all guilty of shiny object syndrome e.g. buying a course, starting strong, but being distracted by another course before we have taken action on the first one. Accept that making a change usually means a bit of discomfort. Cold calling is hard but very effective. Once you get comfortable with it, do it regularly, so that you never lose the skill. Stop using the “nothing works” excuse. If others are finding success you can too. Fear of rejection is normal, but don´t let it stop you. The more often you get rejected, the more resilient you become and the less it will bother you. Having a strong purpose and regularly reminding yourself of it will push you outside of your comfort zone and get you results. Sometimes hiring someone to do the day-to-day tasks is the change that you need to make. BEST MOMENTS “What have you identified that you'd like a different outcome for?” “What's the motivation behind wanting the change? And is the motivation high enough?” “You have to keep stepping out of that comfort zone if you genuinely want something to change.” “Social media… is the best form of advertising you will ever get. However, it is not the only form.” “I´d say there is an element of magpieing, because we are only human…there´s the little shiny object thing.” EPISODE RESOURCES Hannah Molloy episode - https://podcasts.apple.com/gb/podcast/how-knowing-your-why-and-developing-your-character/id1727170978?i=1000655605787 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 ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

  --------  

  40:54
• Mindset : How taking a one size fits all approach damages your business and personal development

  DESCRIPTION In this eclectic episode, Jo & Vicky discuss the importance of mindset and the role it plays in getting the most out of working with a business coach, growing your business, coaching others and dog training. They also talk through why using a cookie cutter approach rarely works for your clients or for you. Jo & Vicky provide you with an effective way to uncover your clients´ past training experiences, motivation and challenges so you can tailor what you provide to meet their needs. They also discuss how to avoid letting your own mindset and biases negatively impact your ability to coach others or recognise where you need to change. KEY TAKEAWAYS If you are not spending the time understanding your customer and your audience, you are going to fail. When things are not going well, don´t immediately blame the client. First, ask yourself what role you may be playing in that failure and what you can do to improve the situation. If you have a lot of negative thoughts about your clients, it will come through in how you teach, so change that. Jo & Vicky explain how. Negativity is toxic, it drastically slows down growth. A lot of dog trainers are putting their clients in a box, and they're expecting them to ask no questions. Every dog owner and dog is different, which is why you have to offer them a personalised service that is tailored to them. Every business is different, so, never work with a mentor that only offers you cookie cutter solutions. Often, using a cookie cutter strategy will lead to you doing things that you are not 100% comfortable with and are, therefore, not fully committed to. A good mentor will push you but also know when to hang back and let you move forward in your own way. Timing is important when you are being mentored. If you are pushed too hard too soon the chances of failing are higher, which can lead to your giving up. BEST MOMENTS “We forget that we are dealing with sentient beings, both dog and human, and we all have different behaviours, perceive and consume things differently.” “I genuinely don’t think you can separate yourself from your business.” “You are calling the shots, and you are making the decisions, where are you making those decisions from? From the business mindset or from your mindset? “ “A brain is a bit like Spaghetti Junction … learn how to work through those barriers, blockers and limiting beliefs.” “Ask as many questions as you can to figure out how that person actually feels.” “If you're surrounding yourself with negativity, you’re going to be dragged down in two seconds.” 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 ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.

  --------  

  39:47
• Accessibility

  In this episode, Jo and Vicky discuss why so many dog trainers feel guilty about how much they need to charge to generate a profit. They look at why being afraid to set a high enough price point is so widespread within the industry and the negative impact this has on you and your customers. They explain, in detail, how to overcome this negative mindset so that you can help moredog owners, including those that do not have much money, and once again enjoy yourwork. This episode includes a process you can use to determine what the right price point is for your business. KEY TAKEAWAYS If your business does not make a profit, it will fold, and you will not be able to helpany more dogs. When your price point is high enough to cover all of your overheads and pay you adecent wage, you work fewer hours and have the energy to help other groups of dog owners who are in dire need. Everyone makes choices about how much they want to pay for things e.g. someonewho can afford a Range Rover might decide to buy a Kia instead. Your customers can choose to pay your prices or look for someone cheaper. Somemay even pay more than you charge to use a trainer that is closer to their home. Most people have already spent thousands on buying their dog and what it needsand are only too happy to invest more in training. Knowing your numbers is the first step in identifying the right price point for yourbusiness. One-off classes are rarely cost effective or sustainable for a business. Jo and Vicky explain why and what to do instead. High levels of customer retention make it far easier to stay profitable. Having a high price point does not mean you cannot help those dog owners who arestruggling to make ends meet. It actually enables you to help more of them. Look at how you feel about money, it has a huge impact on how you show up andyour ability to ask for what you are worth. BEST MOMENTS “Be yourself, offer the service that you believe is right.”“Stop using the word charging … it has a negative connotation .” “Those businesses that have really good customer retention are the ones that succeed .”“If you don't go in with a higher ticket model, you're going to be stuck really quickly .”“The few that are willing to pay the higher investment allow you to be accessible to nearlyeverybody you want to be.”“If you genuinely want to be accessible to everyone, you have to make sure that the business is looked after.” SOCIALS AND IMPORTANT LINKShttps://www.tiktok.com/@letstalkdogbusinesshttps://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.comCommunity 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 ABOUT THE HOSTSMeet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo,with a background in corporate business, and Vicky, a dedicated advocate for rescueorganisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind –managing two successful businesses, pursuing a full-time university degree, and parentingtwo little ones under four. Each of their homes combined is a lively menagerie, housing fivedogs and an abundance of chickens.

  --------  

  46:20

More Kids & Family podcasts

Trending Kids & Family podcasts

About Let's Talk Dog Business