Show Notes
For any dog business, trust is the most important currency - and every client interaction either tops up or drains your clients’ “trust account.”
Yet, building trust is becoming more difficult. Consumers are increasingly suspicious of what they see. So, dog pros need to ask: “How do I show up as genuine in a world where the first thing people ask is - is this real or AI?
In this episode, Jo & Vicky break down what trust actually looks like in a dog training business today. They cover using AI without losing your voice, why using your clients’ real words matter more than polished trainer speak, and how sharing the small, real, behind-the-scenes moments quietly make it easier for the right people to say yes to what you offer.
KEY TAKEAWAYS
AI can be useful, but obviously AI-written content feels inauthentic and makes subconscious withdrawals from your audience’s trust account, especially if it doesn’t sound like you.
AI works best as a thinking partner that helps you articulate ideas when you’re stuck, not as a shortcut that replaces your own brain and voice.
Get out of the habit of writing to impress other dog trainers. Your audience is real-life dog owners that need help. Make content that speaks directly to them and use the exact language they use. Unintelligible jargon kills trust.
Big brands can lean on their logo; solo dog pros can’t. Showing your face, name, story, and even mundane life moments e.g. laundry on the bed behind you is what lets people feel safe choosing you.
It´s not enough to share your founder story and leave it at that. Your story is a thread that people follow, so keep sharing as you progress or things change.
Clients are growing sick of being given some basic instruction then being left to get on with things. They want real human support – more connection and guidance.
Showing what goes on in your business behind the scenes builds trust. People get to see how much effort you put into looking after them and their dogs.
Being your true self helps the right clients to opt in.
BEST MOMENTS
“I'd say it probably takes longer, in some instances, to use AI to write stuff.”
“It's not going to resonate if it's not what your people would be saying.”
“It's not that nobody's spending they're just adding a few more steps into their spending process.”
“If it comes from the heart, it will come across in whatever format you choose.”
“You can't expect somebody to hand over some cash if there's no element of trust there.”
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: [email protected]
ABOUT THE HOSTS
We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists, and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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