In this video, my pal, Mike Linville over at Black Dog Marketing discusses the importance of working ON your pet sitting business versus IN your pet sitting business.
You have probably heard me talk about this before. This is one of those hot topics that I am constantly harping on, because I think that it is the most important concept for pet sitting business owners to understand and embrace. Often when I am working with my private clients, I get a lot of push back on this topic. They tell me that they love doing the pet sitting and they don’t want to give that up. Oy! I’ve heard that a thousand times.
Listen, we all got into this business because we love animals. I get it! But the truth of the matter is that you will never make a substantial income in this industry if you don’t take yourself out of the role as “pet sitter and dog walker” and move into the role of “owner and marketer.” That is just a fact.
In Mike’s video he breaks down a simple 4-step plan to start implementing the concept of working ON your business, which will ultimately help in growing your pet sitting business.
#1. Set a Goal: Your goal needs to be a little of out of your reach. You don’t want it to be too easy or you’ll get lazy.
Think B.I.G and remember to always write down your SMARTER goals. (Here is a great article by Michael Hyatt about goal setting.)
- #1. Specific: Identify exactly what you want to accomplish.
- Write 2 blog posts per week.
- #2. Measurable: Quantify the result.
- Lose 10 pounds by June 1, 2015.
- #3. Actionable: Start with an action word, not a to-be verb.
- Create a referral program by March 1, 2015.
- #4. Realistic: But out of your comfort zone.
- Transition out of my mid day dog walks by July 1, 2015.
- #5. Time-Bound: Must have deadlines attached to your goals.
- Raise my pet sitting rates by August 1, 2015.
- #6. Exciting: They need to be personally compelling.
- Don’t set a goal to run a marathon if you hate exercise and running! This will just set you up for failure.
- #7. Relevant: Appropriate to the season of your life.
- Don’t set a goal to do morning yoga when you have little kids to get off to school.
#2. Break Into Smaller Chunks: Each of your goals needs to be broken down into smaller action steps.
So, if your big goal is to launch a new website by June 1, 2015. You would break that goal down into smaller pieces…
- #1. Choose a platform
- #2. Choose a layout
- #3. Homepage
- Write copy
- Record video
- Choose which testimonial to showcase
- Identify your lead magnet
You get the picture.
#3. Schedule It: Break out of your mundane daily routine of doing the same thing, every day, and over and over again. Schedule your time to work on your goals and tasks.
My advice on this point is to create your marketing calendar for the year in December of the previous year. This takes all the guesswork out it. I would also suggest planning your day out proactively versus reactively. What I mean by this is plan out your next day ahead of time. By doing this you have an action plan to follow versus waking up and reacting to what is waiting in your inbox that morning. When you work reactively all of your good intentions go out the window and you will never see any real progress.
#4. Review It: You need to take time to review your progress.
Plug review sessions into your calendar on a weekly basis. Otherwise, your goals will just become empty promises.
Mike Linville of Black Dog Marketing has created a program called Pet Business Marketing Mastery, which will help you to grow and scale your business. Go here now and check it out.
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