Get Found, Heard and Hired: Writing for Your Dog Training Business (Copywriting) with Rikki Sullivan

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.