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Expert dog training business coaching
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Veronica

Amy’s THRIVE! Success Story

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Chaos doesn’t have to be the norm for dog trainers. With THRIVE!’s support, Amy transformed her hectic business into a thriving one.

I didn’t even realize it was chaotic. I just thought these were the dues I had to pay.

Before joining THRIVE!, Amy’s dog training business was a whirlwind of challenges. Having restarted her business in 2021 after a hiatus, she found herself struggling to balance competing demands. As a single mom, Amy was juggling client appointments, childcare, and her own dogs’ needs. She accepted nearly every client, regardless of fit, and drove all over her large metropolitan area to accommodate their schedules.

The chaos felt normal to Amy. She believed working evenings, taking on difficult clients, and being at everyone’s beck and call were simply part of running a business.

I figured I would waste a few bucks and just cancel it after a few months. Ha! Joke was on me!

In a moment of curiosity, Amy decided to join THRIVE! on a whim. This decision was transformative for both her business and personal life. Through THRIVE!, Amy implemented numerous changes. She eliminated evening appointments, restructured her services, and created new day training packages. She learned to identify her ideal clients and politely decline those who weren’t a good fit. Amy also limited her service area and improved her marketing strategies. Despite working fewer hours and being more selective with clients, Amy’s business flourished.

It has been life-changing to realize that I really am in control of this, that I’m the one driving this bus!

THRIVE! empowered Amy to take control of her business and prioritize her well-being. She has mastered her planner, completes client write-ups during appointments, and requires prepayment for initial consultations. These changes have led to a more balanced and fulfilling life. Amy likens the THRIVE! community to “grad school for dog trainers,” with an atmosphere that encourages collaboration rather than competition. 

Amy’s journey is an example of how perseverance, guidance, and community can help turn a passion into a successful, sustainable business.

Create YOUR business success story with THRIVE!

Power Up Your Website: 5 Quick Wins for Dog Trainers

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Have you ever heard your website described as your business store front? We’ve all seen physical store fronts we love – bright colors, distinctive signage, clear and welcoming messaging, maybe a free sample at the front (bonus points if it’s chocolate based). The aim is to entice people inside to make a purchase, and your website is no different.

When reviewing your current site (we recommend doing this at least annually), it can be difficult to know which area to focus on. This can lead to a lot of tweaking, without tangible results. 

Want to ensure your website is serving your business in as little time as possible? Here are some of our favorite quick wins:

  1. Be strategic with testimonials

Testimonials are a surefire way to build trust and credibility on your website. Once you’ve gathered some great examples, you want them to work hard for you. Rather than a dedicated testimonials page, consider strategically placing them throughout your website. Sprinkle short, impactful testimonials on every major page, as visitors often enter your site from different entry points. Select testimonials that speak directly to the service you’re highlighting, as well as the type of client you want to attract. These testimonials should reinforce the benefits you offer, whether that’s quick results, your positive training methods, or characteristics like patience and flexibility. If you want to work with first time owners of rescue dogs, for example, a testimonial about how much confidence you instilled in a nervous new dog parent is ideal. Another smart strategy is to position your testimonials near your calls-to-action – this social proof can be the final nudge someone needs to book your services. 

  1. Choose photos that tell your story

High quality images can really elevate a website, and while great stock options exist, these can feel impersonal. This is particularly true for dog training sites. After all, clients are entrusting you with a family member, and often inviting you into their lives, whether in person or virtually. Client photos alongside testimonials, as well ones of you ‘at work,’ provide a glimpse of what it’s like to work with you. These behind-the-scenes images help to convey the fun, transformative experience clients can expect. These days a good phone camera can capture highly usable shots. But if yours tend to fall into the grainy “is that a dog or Bigfoot?” category, you may want to enlist a photography loving friend or professional. A tip for those who don’t love a close up? Go for action shots of you training – you’ll be more distracted and more relaxed!

Photos are also a helpful tool for attracting your ideal clients. Select photos that reflect your target client avatar – for example, using images of young professionals if that’s your niche. And don’t underestimate the power of captions! Captioning your photos is an easy but powerful way to enhance your website’s effectiveness. Captions allow you to reinforce key marketing messages, seamlessly work in relevant keywords for SEO purposes, and educate visitors. For example, under a photo of loose leash walking training, you could say “Luna is learning that staying by her human’s side is more rewarding than chasing cars.” Thoughtful captions make your photos “work smarter” – clarifying the context, catching visitors’ attention, and leaving them better informed.

  1. Start a conversation with lead magnets

Everyone loves a freebie. If you want to continue the conversation with your website visitors, consider adding lead magnets. This could be something valuable like an ebook, checklist, video tutorial, or webinar in exchange for the visitor’s email address. Lead magnets allow you to stay top-of-mind with potential clients even if they aren’t quite ready to sign up for services. An ebook on enrichment, for example, can then be followed up with an email recommending your favorite enrichment toys, and/or information about an upcoming workshop you’re offering on the topic. Adding lead magnets to your website helps to build your subscriber list, with the added bonus of providing valuable educational content. When done right, they help to position you as the go-to expert, keeping your business front-and-center for current and potential clients.

  1. Make that welcome sign loud and proud

Signaling that your dog training business is welcoming and inclusive is another quick win which benefits everyone. There is loads of great information out there about making your website and services accessible to more people. This ranges from the language you use, such as avoiding jargon and providing alternative text for images, to your visual layout. Sufficient contrast between text and background colors, for example, helps to make things more readable. If you’re using audio or video content, transcripts and captions are a good idea. You can also incorporate prominent statements that clearly articulate your commitment to respecting and serving clients regardless of race, gender identity, neurodiversity, or disability. Striking the right tone of kindness, vulnerability and dedication is crucial – avoid just paying lip service and ensure your services truly back up these words. Complementing statements with visual cues such as pride flags can further reinforce these messages. Additionally, listing any diversity/inclusion training or certifications you’ve pursued demonstrates your ongoing efforts. By proactively addressing inclusivity on your website through thoughtful language and visuals, you create a safe space that makes all visitors feel welcome, respected, and supported on their dog training journey with you.

  1. Hire a pro

For some dog trainers, writing and designing their own website is a fun and fulfilling creative project. For others, it may be another headachey task in their long list of ‘to-dos’. There are some excellent DIY website design tools out there, but the professionals exist for a reason. Building a website can be time-consuming, and uses up valuable hours you could have spent training (or watching your favorite Netflix series). Whether you need help with some elements of your site, or all it, consider outsourcing to streamline the process. If you’re feeling lost when it comes to copywriting and design, we can help.

Financial Fortitude: Safeguarding Your Dog Training Business from the Ups and Downs

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We often hear from dog trainers concerned about changes in their earnings, and when the news is filled with discussions about economic downturns, it’s natural to feel concerned. It can be disconcerting to experience a drop in bookings and sales. The good news? Despite many economic upheavals over the years, the dog training industry remains a very resilient one. We’ve witnessed businesses survive and thrive through all sorts of challenges over the last 25 years, and always find creative ways forward. If you’re struggling with inconsistent income, don’t despair. Treat the moment as an opportunity to assess and make changes to get yourself back on track and protect yourself from future instability. Here are some tips to help:

Put your detective hat on

Sometimes we think we know why our business or income has changed, but it’s important to step back and really assess what’s happening. The closer we are to it, the harder this often is. Channel your inner detective and leave assumptions at the door. Areas that can play a big role include the stage of your business, your pricing and services, marketing efforts, and customer experience. Are certain services booked months in advance while others are dwindling? Where are your referrals coming from? When did you last increase your prices? What kind of feedback are you receiving from clients? Are you gathering feedback in the first place? Who is your competition, and what are they offering? Identifying the specific areas causing financial stagnation is the first step towards finding solutions.

Track the data

In the rollercoaster ride of running your dog training biz, don’t overlook the nitty-gritty of tracking your data. Sometimes our perceptions of how our business is doing doesn’t match reality, causing unnecessary panic. What looks like a big downturn may just be natural ebb and flow, such as a quieter December and January while people are away, or a patch of bad weather which puts people off booking classes. Take a look at previous data, such as the year before, to assess if things have actually slowed down. This can be more difficult for those starting out, if you have moved to a new location, or if you’ve changed your dog training niche. Speaking with other seasoned trainers can be helpful – they may be able to share common trends or times of year to watch out for. 

Establishing a robust system for data tracking allows you to cut through subjective impressions and assess the concrete numbers. Whether it’s enquiry numbers, new client rates, income patterns, or the efficacy of marketing strategies, any insights you can gather can serve as a compass to protect your business. 

What’s your price tag?

When was the last time you considered your prices? Be wary of thinking that lowering your rates is the magic solution to getting more clients – in our experience, this is rarely the case. Lower rates also tend to attract those hunting for a bargain, and they may be quick to jump ship if they see a ‘better’ deal elsewhere. In fact, it’s more likely that you may be underestimating the value of your services. This is a common pitfall for R+ dog trainers, who are often so passionate about making a difference they forget how precious their hard-won expertise and experience really is. If you’re struggling to keep things afloat, it’s time to re-evaluate your pricing structure, ensuring it aligns with your skills, the unique benefits you offer, and the market. If your rates don’t reflect the true value you bring, it’s easy to become burnt out – financially and emotionally. Price adjustments should be strategic – do your research and aim to be the best quality trainer in town, not the cheapest.

Are your services serving?

Another consideration when securing your business against financial bumps are your services. Ask yourself: Are your services still hitting the mark for your clients’ ever-changing needs? Are they relevant to your location, the people you want to work with, and the problems they’re grappling with? Do you have enough offerings for clients to come back for, and are you highlighting these throughout their time with you? Could diversifying your offerings help you reach more people and cater to more needs? Would some open enrollment options, for example, provide flexibility to busy households who forgot to add ‘book puppy classes!’ to their to-do list? Diversifying your services (and therefore revenue streams) could also involve online training courses, workshops, merchandise, or partnerships with local businesses. 

Sometimes, a niche focus might make more sense than offering a broad spectrum of training options. Tailoring your expertise to a specific niche not only allows you to hone your skills but also positions your business as a specialized authority in that area. It also allows you to tap into the current climate – it’s no coincidence that many trainers became successful puppy trainers and separation anxiety experts post lockdowns!

Are you getting the word out?

Your marketing efforts play a pivotal role in attracting clients. Many dog trainers find putting their foot on the marketing gas pedal – and keeping it there – a challenging part of their business. It can feel relentless, and it’s all too easy to lose steam. Are your current strategies cutting through the noise, or could a fresh approach shake things up? It may also be that changes you made months ago, such as failing to drop those flyers off at your local vet or not getting around to sending out your newsletter, are only now showing their impact.

Asking people how they heard about you is a useful way to assess different approaches. If you do a lot of social media advertising, pay attention to those analytics so you can put energy into what works. The same goes for your website. If you do feel like marketing is the issue, here are some tips on an easier and more effective approach, as well as a handy shortcut – our marketing toolkit.

Do your clients come back for more?

Your services are bang on, your marketing plan is set to ‘go’, and your pricing is strategic and competitive. But what about the experience of those you actually work with? The key to stable business success is not just getting new clients but also retaining and delighting your existing ones. Providing exceptional service creates a lasting impression, and results in loyal clients who come back for more. Not only that, but they are also more likely to spread the word about the amazing work you do. Make sure your interactions go beyond the training sessions; thoughtful check-ins, fun and friendly classes, seeking regular feedback, and celebrating success all contribute to making clients feel valued. Encourage open communication, listen to their concerns, and adapt your approach based on their feedback. You could also consider implementing loyalty programs and offering incentives for referrals. A positive client experience isn’t just a one-time transaction – it’s an ongoing relationship that, when nurtured, becomes a powerful force in propelling the stability and growth of your dog training business.

Create a safety buffer

While you can’t control the economy, you can do your best to prepare. Establishing some ‘financial cushioning’ serves as a crucial safety buffer during tougher times. If you can, set aside a percentage of your income for savings. This reserve can act as a safety net during leaner periods, helping your business remain resilient. Unexpected circumstances arise all the time, including illness, environmental issues and disasters, and family emergencies. Small business owners often overlook this, which makes the tough times even tougher. Financial planning and cushioning can go a long way to ensuring you’re well-equipped to handle these challenges.

As your business grows and evolves, so too will your understanding and approach towards creating a financially resilient business. The trick lies in recognizing what you can and can’t control, and focusing on those areas within your power. By staying positive and proactive, we hope you’ll be in it for the long game – better for you, and better for the dogs!

Still feeling uneasy about the financial side of your business? Take a look at THRIVE!, our answer to all those “how do I run my business?” questions.

Click and Treat! How to Create Compelling Calls-to-Action

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What are you hoping for when you engage with potential dog training clients? That they’ll take some kind of action, right? Whether you want them to book a service, sign up for a newsletter, fill out a form, or click a link – we want our marketing messages to motivate and inspire action. ‘Calls-to-action’ (CTAs) are the prompts or instructions that encourage a response from your target audience. Common CTAs include phrases like “Buy now,” “Sign up today,” “Subscribe,” “Learn more”, or any other directive that encourages immediate engagement. But we can do better.

Effective CTAs are clear, compelling, and directly related to your marketing goals. They are often strategically placed within marketing materials, such as websites, emails, or social media posts, to prompt users to take the next step. These short phrases can have a big impact on potential client behavior, so how do you turn them into an excited ‘click!’ rather than a ‘scroll on by’?

Get clear on the journey

Before writing your CTAs, consider the journey you want potential clients or students to take, particularly on your website. It can be helpful to note down the primary goal for each page – whether it’s scheduling a consultation, filling out an enquiry form, subscribing to a newsletter, or connecting on social media. By defining these objectives, you’ll have a clearer sense of what the CTA for each page should focus on, and where it may be best placed.

Be explicit and direct

CTAs should leave no room for ambiguity. Use language that clearly instructs visitors on what action to take, and that stands out. Instead of generic phrases like “Learn more” or “Click here,” opt for more direct and engaging language. For instance, instead of asking visitors to “Read more about our services” you could encourage them to “Transform your dog’s behavior with our services.” Don’t be afraid to have fun with your CTAs! If you offer puppy classes, for example, “Ready, set, sit! Let the learning begin” is likely to better grab attention than “Sign up here”. 

Provide multiple opportunities and locations

While you want your main CTA to be clear and prominent, you don’t have to limit yourself to a single CTA per page. People visit dog training websites for various reasons, so try to consider their different needs and stages of commitment. Whether it’s a “Start training today” button or a “Free training tips” sign-up, aim to diversify your CTAs to cater to a broader audience.

Strategically positioning CTAs throughout your webpage ensures that users encounter them at various points of their journey. For instance, a prominent CTA at the top of the page can capture the attention of people who are ready to take immediate action, while additional CTAs within the content or at the end of a page cater to those seeking more information before committing. Including a CTA in the footer or sidebar ensures visibility even as users scroll, making it convenient for them to take action whenever they feel ready.

Most importantly – never let a page end without a CTA! Every page on your website should guide visitors to the next step. Whether they’re reading a blog post, watching a training video, or exploring your services, there should always be a clear CTA that nudges them forward.

Marketing messages and CTAs should be best buds

CTAs are not just about actions; they’re an extension of your marketing message. Your marketing message serves as the foundation for expectations. It introduces users to your business, services, and training approach, setting the tone for their experience. Aligning your CTAs with this message maintains clarity and relevance. For example, if your marketing message emphasizes the convenience of your day training packages, your CTA could reflect that with an action like “Put us to work training for you!”. When users encounter a seamless transition from the initial message to the action you’re prompting, they are more likely to follow through.

Add a sense of FOMO (Fear of Missing Out) 

Ideally you want potential clients to act quickly rather than umming-and-ahhing or looking at twenty different training sites. Incorporating a sense of urgency into your CTAs taps into the natural desire to avoid missing out, making it particularly effective in prompting sign-ups for classes, purchases of training materials, or saying yes to time-sensitive promotions. In the context of dog training, where people are often seeking quick and effective solutions, urgency also reinforces that your dog training services offer valuable and timely solutions. Phrases like “We Keep Our Classes Small – Grab Your Pup’s Spot Now!” or “Say Goodbye To Stressful Walks!” can help to prompt the action you’re after.

Get technical with some testing

Don’t be afraid to experiment with different CTAs to see what resonates best with your audience. A/B testing involves trying variations of CTAs to determine which ones work best. You can use analytics to track performance and refine your CTAs over time. Given that the majority of users will be accessing your site via their mobile devices, be sure to optimize your CTAs for smaller screens, too. Test how they appear and function on various devices – a lost or hard-to-read CTA can be the difference between a potential client and a current one.

By implementing clear, direct, and engaging CTAs, your website and marketing efforts stand a much better chance of capturing those ideal clients. Less browsing, more action!

And for even more tips on turning potential clients into current ones, take a look at our Marketing Made Easy course.

From Clients To Members: Is A Subscription Model Right For Your Dog Training Business?

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The world of dog training continues to expand, especially when it comes to new ways of educating and connecting with dog lovers. You may have noticed a rise in dog training membership programs and wondered if it’s something you should be doing, too. A membership is a structured program where dog lovers pay a recurring monthly or yearly fee to access training, support services, and/or products. Memberships carry powerful benefits for you and your clients, but they can also feel complicated, especially at the beginning. 

Read on for reasons you might consider a training membership for your business, and things to consider before jumping in.

Assess the benefits

Is a subscription program right for you and your business? These models can be as big or small as you make them, such as an ongoing “Reactive Rover” club with educational sessions and practical workshops, or an enrichment program with tips, videos, and a puzzle toy sent directly to clients each month. A major benefit of these types of programs is the steady and predictable income they provide, allowing for more financial stability. They also encourage greater client commitment – both towards you, and towards their dog. When clients subscribe, they are investing in a long-term relationship. It gives you a chance to experiment with new ideas, refine your offerings, build community, and provide ongoing education. 

While subscription models have a lot of advantages, there are also potential drawbacks. One of these is customer churn – subscribers may cancel their memberships, making that appealing financial stability more difficult. This is more likely if clients don’t feel they are getting great value for money. The perceived commitment of a subscription can also act as a barrier for potential clients. Some may be hesitant to subscribe if they fear a loss of flexibility or worry about being locked into a long-term commitment, especially if they’re uncertain about the ongoing value.

Another major challenge is keeping things fresh. Maintaining member interest over the long term can be demanding as you look for new and engaging content or activities. In some cases, the upfront costs and time to establish a subscription program can also be significant. The initial investment may include developing content, implementing a subscription management system, and marketing efforts to attract and retain members.

If you’ve considered the pros and cons, and feel it’s something you want to add to your dog training repertoire, here are some ways to get started:

Define your offerings

Clearly define what your membership or subscription program will include. Will you offer access to exclusive training content, ongoing virtual sessions, discounted in-person sessions, or a combination of these? Understanding the value you’ll provide is crucial for attracting and retaining clients.

Offer exclusive benefits

Incentivize clients to join your membership program by offering exclusive benefits. This could include access to members-only webinars, regular troubleshooting sessions, early registration for events, or special discounts. Providing tangible perks enhances the value of your membership.

Set clear goals and outcomes

Establish clear goals and objectives for your program. Define what you want to achieve with your membership, whether it’s improving client engagement, increasing training consistency, or expanding your client base. 

Think about the potential goals of your clients. What do you want to help them achieve? What is the shared purpose of the group? Having a clear roadmap of your business goals, as well as the goals of your members, will guide your decisions throughout the program’s development.

Tailor content to different levels

Consider a tiered system that caters to different skill levels, particularly as your subscription grows. Whether your clients are beginners seeking basic manners or more advanced students wanting to work on trick training, providing content that aligns with their needs ensures they will stay engaged and feel the program is for them. 

Determine your pricing structure

Carefully consider the pricing structure for your membership. Research other dog training related subscription programs and the perceived value of your offerings. What is your financial goal with the membership program and what volume are you aiming for? Are you aiming for a large number of members paying a small fee, or a more exclusive membership with limited numbers but a higher price point? Whether it’s a monthly fee, annual subscription, or tiered pricing, ensure it aligns with your business goals and clients’ expectations.

Choose a user-friendly platform

Selecting an effective platform for delivering your membership content is crucial. Whether it’s a dedicated website, an online course platform, or a membership management system, the chosen platform should incorporate easy navigation, seamless access to resources, and a positive user experience. We love Clicks! for its customer service and dog trainer specific focus.

Content is key!

Consistency and quality are the cornerstones when delivering content to your members. Develop a content calendar that provides regular updates, whether it’s weekly training videos, Q&A sessions, or monthly newsletters. Regular quality content is what will keep your subscribers happy and engaged.

Foster community engagement

Encourage a sense of community among your members. This can be done in many different ways, including discussion forums, live chats, or private social media groups where members can interact, share experiences, and support each other. A thriving community enhances the overall membership experience and helps with retention.

Consider a trial period

A trial period allows potential members to experience the benefits firsthand before committing to a long-term subscription. It can be a powerful tool for overcoming initial resistance and getting new members hooked.

Gather feedback and iterate

Regularly gather feedback from your members and use it to keep improving your program. Pay attention to their preferences, suggestions, and areas where they feel more support is needed. An adaptable membership program is more likely to meet the evolving needs of your clients.

Setting up a membership or subscription program for your dog training clients requires thoughtful planning and a commitment to delivering exceptional value. But with a little planning, you can create a program that benefits your clients and adds an exciting new feather to your dog training cap.

If you love exploring new business ideas, THRIVE! might be the program you’ve been looking for.