Setting Dogs and Their People Up for Success in Behavior, Health, and Life - Progress Thread

[REV5028]

I admit, I didn't spend the time to make a more appropriate newsletter name, so Paw Parent Press it is (for now). I got rid of the paid subscriptions on my site and created my first ever landing page for it, which was really fun. I have about 6 or 7 people signed up since yesterday, but I'd appreciate any feedback on my landing page since I'm still getting the hang of it.

I also gave my first attempt at a Google Ads campaign following Andy's guidance and videos. I'm sure I got some things wrong, but I'm happy to have started learning; I'll get the hang of it the more I do it. I'd also really appreciate some feedback on that landing page as well.

Thanks in advance! I'd be happy to talk dogs with you in exchange.


newsletter:
Newsletter | Canis Fidelis

Google Ads Landing:

virtual-training | Canis Fidelis

www.canis-fidelis.com

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[StrikingViper69]

I admit, I didn't spend the time to make a more appropriate newsletter name, so Paw Parent Press it is (for now). I got rid of the paid subscriptions on my site and created my first ever landing page for it, which was really fun. I have about 6 or 7 people signed up since yesterday, but I'd appreciate any feedback on my landing page since I'm still getting the hang of it.

I also gave my first attempt at a Google Ads campaign following Andy's guidance and videos. I'm sure I got some things wrong, but I'm happy to have started learning; I'll get the hang of it the more I do it. I'd also really appreciate some feedback on that landing page as well.

Thanks in advance! I'd be happy to talk dogs with you in exchange.


newsletter:
Newsletter | Canis Fidelis

Google Ads Landing:

virtual-training | Canis Fidelis

www.canis-fidelis.com

Too much “I”

Start off talking about them and their problems.

Then talk about what the solutions look like

Then how you can help and what they need to do next

 

[Andy Black]

Just sharing this Facebook group here. I only joined yesterday and posted once.

 

[Panos Daras]

What an amazing thread!

I wish you to succeed and turn this into a full-time gig and a big exit (if you want that in the future)!

Following.

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[REV5028]

What an amazing thread!

I wish you to succeed and turn this into a full-time gig and a big exit (if you want that in the future)!

Following.

Thank you so much, it means a lot!

 

[Andy Black]

I admit, I didn't spend the time to make a more appropriate newsletter name, so Paw Parent Press it is (for now). I got rid of the paid subscriptions on my site and created my first ever landing page for it, which was really fun. I have about 6 or 7 people signed up since yesterday, but I'd appreciate any feedback on my landing page since I'm still getting the hang of it.

I also gave my first attempt at a Google Ads campaign following Andy's guidance and videos. I'm sure I got some things wrong, but I'm happy to have started learning; I'll get the hang of it the more I do it. I'd also really appreciate some feedback on that landing page as well.

Thanks in advance! I'd be happy to talk dogs with you in exchange.


newsletter:
Newsletter | Canis Fidelis

Google Ads Landing:

virtual-training | Canis Fidelis

www.canis-fidelis.com

For your Google Ads landing page:

What headline do you have in your ad? Put that in the landing page?

Maybe it was "Dog Training Over Zoom"

In which case put that as the headline on the landing page.

Hmmm. Why I'd the call free? Maybe don't mention the price and track how many people click through to find out the price?

Tip: post screenshots for posterity. Then when you change it you have a history of what it was.

 

[REV5028]

Great, thank you for the tips, @Andy Black !

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[REV5028]

Okay, another small update just because I'm so excited.

Yesterday I ended up having 3 one-on-one sessions at my new $50/hr rate. Gosh I love doing these sessions - it is so rewarding to hear people get excited and have new hope for their dogs, and also see dogs learn so fast.

Yesterday I also got my playdate finder started; I have about 8 people on it and another two or so thinking about it. I also have a similar number of people signed up for my newsletter.

I also had some personal excitement - Klaus (brain tumor boy) for the first time EVER showed a small sign of play towards one of our other dogs. My first thought is that he has had this large, slow growing tumor ever since we got him and now it's shrinking, he's feeling better, and we are getting to see his real personality. Or, maybe the acupuncture worked better than expected and it relieved a lot of built up stress? I don't know, but I'm overjoyed at how well he's doing.

Another personal success - with a little bit of help ($3K) from my partner, I have officially paid off my private loan ($25K) that I took out for Klaus' brain tumor treatment (MRI, radiation, meds, emergency vets, etc.). It was supposed to be a 5 year loan, but I paid it off in about 5 months. Next up the rest of my student loans (~$11K). Then my car (~$30K). And of course paying my partner back. After this it'll just be my half of the mortgage and solar panels, a pretty light load comparatively. So, I'm hoping I can get out of my 9-to-5 by the end of the year - knock on wood that nothing else happens to set me back. In the last ~2 weeks my side hustle revenue is at about half of what I did in all of Q1, so hopefully I can keep this ball rolling in the right direction.

 

[Andy Black]

Hi @REV5028

Just showing how I've signed up Bella for a training starting soon:

 

[REV5028]

Hi @REV5028

Just showing how I've signed up Bella for a training starting soon:

View attachment 55452

Thanks, Andy. I'm going to have to start learning how these group sessions work. I've only done one-on-one's and a couple of socialization exercises with two clients, but never more than that.

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[Andy Black]

 

[Andy Black]

I didn't even know this was a thing till we got a dog a few weeks ago. I'm tempted to set something up.

Those top two ads aren't very tailored. I'm doing the search while in County Kildare. If an ad said "Kildare Pet Sitters" then it would have attracted my eye more. If the landing page also said "Kildare Pet Sitters" then even better...

Oh, and I'm in Ireland so would trust the .ie ahead of the .com

 

[REV5028]

@Andy Black it can be extremely difficult to find pet sitters. I've helped a few people here and there, but I am only willing to do in-home checks a few times a day (plus walks and such), but I won't stay overnight at people's homes. Others have asked me about kennel options. Thank you for the research you've done on these keywords!

I have a few things I'm wanting to see pan out this week, so my update will come this weekend. A few things might be getting set in motion regarding the pet sitting/kennel problem.

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[REV5028]

April flew by. I somehow feel like I've both done nothing and have come so far since March.

In each January, February, March I brought in ~$400. In April alone I did $1100. Many days I've had two or even three in-person sessions, and I feel like it's almost every few days that someone new is reaching out for help with their dog(s).

I even got a call from someone an hour and half away saying that they found some potential trainers closer by (*only* an hour away), but they weren't all that impressed and that they were much more interested in working with me. They were even willing to bring their dogs to me. I was blown away. I was able to convince them that it would be best for their situation if I worked with them and their dogs at home, at least for the first session. I should have asked for a referral so that I could have done two sessions on the same day to make the drive more worth it, and I should have tailored Google Ads to her town. But I didn't - lessons for next time.

I put together a simple "puppy playdate finder" for my clients. Seems it has helped connect a few people and has helped a few to drain some really high energy and rebellious puppies. I'm starting to expand it to general socialization as well so that I can better teach people how to properly introduce dogs and how to read the interactions and know when to intervene.

My network is growing in ways I never thought it would. I was introduced to a lady who used to run a boarding/kennel facility in town. Lucky for me she was super excited about the idea of having a new kennel/training facility open and she was happy to let me pick her brain about her experience. She mentioned having a friend who might be interested in investing in something like this, as well as another local business owner who has a bunch of undeveloped land who might also be interested in this sort of business venture. She gave me the contact info for the latter, so I'm going to start putting a pitch and presentation together with more details on my vision and ideas of how my proposed project would help her business if she chose to work with/help me. Even 26 years ago and with very little advertising, the retired kennel owner said she was always full and had people coming from hours away, and based on what my current clients have been saying and asking for, it's still very much of interest to people.

I was supposed to have an in-person meeting with my 9-to-5 boss today to talk about how I no longer like what I work on (he doesn't know this is why we're meeting), but he canceled due to illness. I'll try again next week. I've been feeling mentally gridlocked because I want to work on my business all the time, but I feel guilty for not working on my 9-to-5 stuff, so I just don't do much of either. I know I should just block out time for both, but my brain just won't comply. It's super draining and frustrating and something has to give soon. So many people have been (understandably) telling me not to quit before I have a better financial situation and stronger business. But I feel it in my soul that I would be a million times more productive in my business and I would be so much more focused if I didn't have the 9-to-5 guilt and dread weighing on me. I think I would be fine financially - I would have to be; I would find ways to make it work.

So many other things to do too - social media content, Google Ads, flyers, newsletter, prepare for the town adoption event happening in a couple of weeks, etc. etc. ... onward.

 

[amp0193]

I raised my hourly rate to $50/hour.

Not nearly high enough. You're selling yourself short.

My first reaction when I saw this price was "must be a sub-par trainer for such a low price".

Except I know that's not true, because you've demonstrated in this thread that you know what you're talking about with dog training and are an extremely competent communicator.

You can noodle around with ads, set up a tent at these events, hustle and drum up business... but if you doubled your prices, it would double the impact of all of that effort.


I think your prices should start at $150/hr minimum (and then eventually figure out value-added services/products you can bundle to increase the AOV from there). And that's if they came to you. If you're travelling, I'd charge a mileage fee for your extra expense/time.

1. You're really good
2. A dog with behavior issues is a significant detriment to someone's quality of life. Fixing it is worth a lot. I pay you $150 for 8 in person sessions, and now my problem dog is behaved and my home is calm for the next 10 years. That sounds like a good deal to me!


Price is a signal. And a high price signals high competence and quality.

I should have asked for a referral so that I could have done two sessions on the same day to make the drive more worth it, and I should have tailored Google Ads to her town. But I didn't - lessons for next time.

We all make these sorts of mistakes getting started.

As a consolation prize, get them to leave you a fantastic testimonial that you can put on your website, etc.

 

[Andy Black]

Not nearly high enough. You're selling yourself short.

Agreed.

@REV5028 ... I think I already mentioned this but worth repeating:

Within the first few days of getting Bella we were searching for dog trainers. They were all booked but a friend's niece helped us about via email. I wrote up what was happening and she sent a personalised email back and also attached some of her PDFs. That cost us €55 and we insta-paid.

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[Andy Black]

April flew by. I somehow feel like I've both done nothing and have come so far since March.

In each January, February, March I brought in ~$400. In April alone I did $1100. Many days I've had two or even three in-person sessions, and I feel like it's almost every few days that someone new is reaching out for help with their dog(s).

I even got a call from someone an hour and half away saying that they found some potential trainers closer by (*only* an hour away), but they weren't all that impressed and that they were much more interested in working with me. They were even willing to bring their dogs to me. I was blown away. I was able to convince them that it would be best for their situation if I worked with them and their dogs at home, at least for the first session. I should have asked for a referral so that I could have done two sessions on the same day to make the drive more worth it, and I should have tailored Google Ads to her town. But I didn't - lessons for next time.

I put together a simple "puppy playdate finder" for my clients. Seems it has helped connect a few people and has helped a few to drain some really high energy and rebellious puppies. I'm starting to expand it to general socialization as well so that I can better teach people how to properly introduce dogs and how to read the interactions and know when to intervene.

My network is growing in ways I never thought it would. I was introduced to a lady who used to run a boarding/kennel facility in town. Lucky for me she was super excited about the idea of having a new kennel/training facility open and she was happy to let me pick her brain about her experience. She mentioned having a friend who might be interested in investing in something like this, as well as another local business owner who has a bunch of undeveloped land who might also be interested in this sort of business venture. She gave me the contact info for the latter, so I'm going to start putting a pitch and presentation together with more details on my vision and ideas of how my proposed project would help her business if she chose to work with/help me. Even 26 years ago and with very little advertising, the retired kennel owner said she was always full and had people coming from hours away, and based on what my current clients have been saying and asking for, it's still very much of interest to people.

I was supposed to have an in-person meeting with my 9-to-5 boss today to talk about how I no longer like what I work on (he doesn't know this is why we're meeting), but he canceled due to illness. I'll try again next week. I've been feeling mentally gridlocked because I want to work on my business all the time, but I feel guilty for not working on my 9-to-5 stuff, so I just don't do much of either. I know I should just block out time for both, but my brain just won't comply. It's super draining and frustrating and something has to give soon. So many people have been (understandably) telling me not to quit before I have a better financial situation and stronger business. But I feel it in my soul that I would be a million times more productive in my business and I would be so much more focused if I didn't have the 9-to-5 guilt and dread weighing on me. I think I would be fine financially - I would have to be; I would find ways to make it work.

So many other things to do too - social media content, Google Ads, flyers, newsletter, prepare for the town adoption event happening in a couple of weeks, etc. etc. ... onward.

Exciting stuff.

When I no longer had to go onto client sites a few days a week and could spend all my time on remote clients it was a massive difference. I could do Zoom calls during the day. I could respond to emails and social media comments in a timely fashion. I felt "released".

Love how all those good things are happening because you're getting out there, making friends, and creating relationships. Most people are amazing and want others to succeed, and that includes "competitors".

As to @amp0193 's point above about raising rates... say you doubled prices and only converted half your prospects into clients? Seems like you're in the same place right? Except you've freed up so much time now to grow your business.

If you haven't done so already, create a Google My Business listing and Facebook page and ensure every single happy client leaves a review. One of my friends runs a carpet cleaning business with his wife and they did this straight away and got over 200 positive reviews in their first 2 years, exceeding businesses that had been going for years. I wrote about it here:

CHAT - Figuring Out Flywheels

Thought I'd create a thread where we can discuss flywheels and how we're applying them to our businesses. I'll keep this opening post updated with a summary and insights. A simple flywheel to get more clients: One of my friends has a simple flywheel to grow the small carpet cleaning business...

www.thefastlaneforum.com

I'll come back later and write more about how Bella's doing and other "opportunities" we've had to spend money...

 

[StrikingViper69]

Careful with home visits… that will destroy your time.

That lady an hour away, an hour there, back, the training session; that’s now three hours at a minimum.

How many clients a day can you at three hours a client? Two?

Get people to travel to you while you try and setup more clients in the area, otherwise you’ll destroy your time.

 

[REV5028]

Lots to think about in your latest comments! Thank you!

Not nearly high enough. You're selling yourself short.

I'm really touched that you speak so highly of me, especially based only on what I've posted here. Thank you for your kind words, and also your matter-of-fact outlook.

My first reaction when I saw this price was "must be a sub-par trainer for such a low price".

Price is a signal. And a high price signals high competence and quality.

I've been struggling with "knowing my worth." Some people I talk to or listen to on podcasts/YT videos about business give me similar perspectives as yours, and others say I haven't gotten enough proof yet. So I've been torn because I see both sides.

If I were Xbox selling at $50 per unit, no one would buy because compared to Playstation at $500 per unit I would seem cheap and low quality. I get it. But on the other hand, if a new console came into the market at $500 per unit and only 30 people were familiar with the name/brand, a lot of people are going to be suspicious and probably go with Playstation even if it's the same or higher quality. I suppose this is where testimonials and ads/copy come into play?

Your additional perspective on this would be greatly helpful - @amp0193 & @Andy Black

but if you doubled your prices, it would double the impact of all of that effort.

say you doubled prices and only converted half your prospects into clients? Seems like you're in the same place right? Except you've freed up so much time now to grow your business.

This is true. I've actually caught myself thinking a few times how it would be nice if things with one-on-one sessions slowed down for even just a week because I could get so much more done.

Also, math is starting to click for me. Even $100/hour would be ~25% more than I make in my 9-to-5, which means it will take less in-person working hours to meet my current salary. To the terror of those close to me, this is making me want to quit my 9-to-5 even sooner lol

I think your prices should start at $150/hr minimum

Oh wow, I never thought it'd be reasonable for me to ask for this much, or at least not until I've been doing this for 5+ years.

I will have to start trying to get sessions in Albuquerque, Santa Fe, or online. My area (an hour in any direction) is not well-off and even with $50/hour I've been getting a bit of push back. A few people have asked for $40/hour (one lady had the audacity to ask me to sit in a park with her dogs for 3 hours for a total of $40...), or have stated how poor they are when chatting for the first time, and many of my current clients say that I'm worth so much more, but they just wouldn't be able to afford what I'm actually worth.

Again, I think this is probably where getting more glowing testimonials and getting better at my pitch/showing my proof will help me.

As a consolation prize, get them to leave you a fantastic testimonial that you can put on your website, etc.

If you haven't done so already, create a Google My Business listing and Facebook page and ensure every single happy client leaves a review. One of my friends runs a carpet cleaning business with his wife and they did this straight away and got over 200 positive reviews in their first 2 years, exceeding businesses that had been going for years. I wrote about it here:

CHAT - Figuring Out Flywheels

Thought I'd create a thread where we can discuss flywheels and how we're applying them to our businesses. I'll keep this opening post updated with a summary and insights. A simple flywheel to get more clients: One of my friends has a simple flywheel to grow the small carpet cleaning business...

www.thefastlaneforum.com

Yes, I need to be better at this too. In particular I need to start getting video testimonials. I do have a Google My Business listing and a Facebook page. I've gotten a few people to leave reviews on my website, but none on my Google business profile yet. A few people on Facebook have left really nice comments on posts and shared to their personal pages. I'll have to do more of the flywheel approach. I think I do a fairly good job at checking in with clients, and several have sent me really nice text messages - I'll at least ask them if I can take their text and add it as a testimonial so they don't even have to do the work of typing it out again on my site.

I wrote up what was happening and she sent a personalised email back and also attached some of her PDFs. That cost us €55 and we insta-paid.

Thanks for reminding me of this. So that's ~$60 USD. I'll have to think more about how I could package up some info into PDFs and emails - I already have a couple of versions of my diet-related slides put together and I've been thinking about how to sell that and what else I need to add to it.

When I no longer had to go onto client sites a few days a week and could spend all my time on remote clients it was a massive difference. I could do Zoom calls during the day. I could respond to emails and social media comments in a timely fashion. I felt "released".

Careful with home visits… that will destroy your time.

Get people to travel to you while you try and setup more clients in the area, otherwise you’ll destroy your time.

Getting more online clients would be great. There are definitely situations where meeting at the person's home is much more valuable and helpful, so I probably won't ever totally phase out in-person/in-home sessions. But there are definitely some things I can package up and make into online/email material. Like how to handle leash pulling.

Love how all those good things are happening because you're getting out there, making friends, and creating relationships. Most people are amazing and want others to succeed, and that includes "competitors".

Thank you. This has been one of the best bonuses of doing this. The people I work with at my 9-to-5 are great, but working remotely really limits how I can interact with them. Working with locals in person has been so fun and it has been so lovely growing my network and making friends. It has become so much easier to talk to people.

I'll come back later and write more about how Bella's doing and other "opportunities" we've had to spend money...

Please do give updates on how you all are doing!

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[The-J]

Stop charging hourly

 

[REV5028]

Stop charging hourly

I'm still learning a lot about business and a lot of things aren't super clear to me, so the alternative you have in mind isn't immediately obvious to me. Would you mind explaining what you mean with a couple more sentences?

 

[biophase]

My friend has been a dog trainer for over 20 years. Every year I tell her to raise her price and to stop giving discounts.

Finally got her to go up to $125/hr now. This is the time to raise prices, nobody complains because everyone knows prices are going up. Customers don’t think you are price gouging, they all accept the price increase.

If you feel weird about it, say you charge $150/hr but will give them a discount to $100/hr with 4 sessions, or because you like them or their dog, just make up a reason.

This is how I told my friend to frame it when she felt bad about charging so much. Side benefit is that if the client sucks you remove the discount on the next 4 sessions and they will likely cancel.

$150/hr is probably fine and pushing the high limit. But $50/hr is way too low. You need to be at $100/hr minimum and also charge for travel time. But maybe charge less for it.

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[The-J]

I'm still learning a lot about business and a lot of things aren't super clear to me, so the alternative you have in mind isn't immediately obvious to me. Would you mind explaining what you mean with a couple more sentences?

Could you charge per session? Per month? Per "program" (say, a 6-week program)?

 

[REV5028]

Could you charge per session? Per month? Per "program" (say, a 6-week program)?

Thanks! For me, a session is one hour. But I understand now what you meant by hourly - I don't meet with people indefinitely, it's always half hour or one hour. I attempted a small program, but I didn't enforce a pay-up-front deal so I ended up just doing the thing at my hourly rate/session. But yes, programs and classes are on the horizon.

 

[amp0193]

I suppose this is where testimonials and ads/copy come into play?

absolutely will be easier to convert sales when you have a dozen or so testimonials.

Make sure any and all clients you get now are leaving them as Andy said.

Low price for launch > collect testimonials/feedback > raise price is a valid launch strategy that applies to a lot of different kinds of businesses.


About @The-J ’s hourly comment, he’s right.


Here’s a decent example I found of a dog trainer charging not hourly, but for a result: In-Home Training Services | Stay Positive Animal Training | Denton TX

See how they are charging for an outcome?

You are buying a relaxed dog for $1950.

You are buying an obedient dog for $1600.

You can even finance it with monthly payments if you want.

And these clients are going to be better to work with, because they value you enough to drop the cash. They generally aren’t going to haggle or waste your time.

$50/hr doesn’t achieve your objectives of making good money, and it doesn’t achieve the client objective of having a trained dog (because it’s going to take multiple sessions to train the dog… and train the human… to get to the end result). Who does it serve to sell one hourly session?

You sell the whole package, and then maybe offer a no-hassle cancellation guarantee after the first session if they decide it wasn’t for them (but still make sure you get paid for that first session)



Look at these prices here… $3900 for an obedient dog in 5 weeks and includes boarding:

Board & Train | Stay Positive Animal Training | Denton TX

Stay Positive Animal Training offers positive reinforcement board & train services for puppy and adult dog obedience, leash manners, and leash reactivity.

www.staypositiveanimaltraining.com

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[REV5028]

absolutely will be easier to convert sales when you have a dozen or so testimonials.

Make sure any and all clients you get now are leaving them as Andy said.

Low price for launch > collect testimonials/feedback > raise price is a valid launch strategy that applies to a lot of different kinds of businesses.


About @The-J ’s hourly comment, he’s right.


Here’s a decent example I found of a dog trainer charging not hourly, but for a result: In-Home Training Services | Stay Positive Animal Training | Denton TX

See how they are charging for an outcome?

You are buying a relaxed dog for $1950.

You are buying an obedient dog for $1600.

You can even finance it with monthly payments if you want.

And these clients are going to be better to work with, because they value you enough to drop the cash. They generally aren’t going to haggle or waste your time.

$50/hr doesn’t achieve your objectives of making good money, and it doesn’t achieve the client objective of having a trained dog (because it’s going to take multiple sessions to train the dog… and train the human… to get to the end result). Who does it serve to sell one hourly session?

You sell the whole package, and then maybe offer a no-hassle cancellation guarantee after the first session if they decide it wasn’t for them (but still make sure you get paid for that first session)



For the people like me, who just want a little advice and then will DIY the dog, you can eventually sell self-serve courses or something.

Ooohhh... Okay, I wasn't understanding @The-J fully yet, but now I think I have a better idea. Thanks for spelling it out for me.

 

[amp0193]

Ooohhh... Okay, I wasn't understanding @The-J fully yet, but now I think I have a better idea. Thanks for spelling it out for me.

You can Google “productized service” to read more about the concept.