Why thinking What's In It For Them will improve your pitch success rate

Why thinking What's In It For Them will improve your pitch success rate

Author: Rachel Spencer May 7, 2024 Duration: 23:30

Are you looking to approach content creators to feature your pet business?

In this podcast episode, I'm talking about why thinking 'What's in it for them,' rather than 'What's in it for me,' will drastically improve your pitch success rate.

One of the exercises I do with my clients is to ask them to create a ‘wishlist’ of publications where they’d like to be published.

Regularly, people will get in touch and say, ‘I want to be in this magazine or on this podcast or work with this blogger.’

It might be a brand they’d love to collaborate with and they want to know the best way to approach it.

And the key to success is to think, ‘What’s in it for them?’ What is in it for the journalist, content creator or brand in featuring or working with you?

In this episode you'll learn how 'What's in it for them' works as a pitching approach, and how you can use it to improve your success rate.

Key topics and timings in this episode:

0.10 - Intro

0.30 - Pets Get Visible sponsors this episode - find out more here: Is my Pets Get Visible membership right for you?

2.01 - What 'what's in it for them' means

3.26 - Building and nurturing relationships

7.07 - Respecting time and value exchange

9.29 - Why you shouldn't be surprised if you're asked for money

10.00 - What is a value exchange?

13.21 - Using the personal touch in pitching

14.49 - Rachel's pitching examples

18.35 - Pitching examples from pet business owners Wendy, Kerry and Louise

23.46 - Conclusion and next steps

Links mentioned in this episode:

If you’d like a pitch framework, you can download my free podcast pitching guide here.

And for further, personalised support on your ideas, come and join Pets Get Visible.

Your first month is only £15 and you can get started here.

Further reading on this topic

Is my Pets Get Visible membership right for you?

How to pitch yourself as a podcast guest

How to be the perfect podcast guest

Working with bloggers and influencers with Vicky Gunn

Best podcasts for the pet industry

Visibility lessons from Sunnyside Cottage


There's a persistent myth in the pet industry that success requires a rigid, one-size-fits-all formula. Your Pet Business, Your Way exists to dismantle that idea entirely. Hosted by Rachel Spencer, a journalist and accredited coach with deep roots in this world, this podcast is a conversation for pet professionals-groomers, trainers, walkers, product makers-who feel exhausted by generic marketing advice and industry trends that clash with their personal values and lifestyle. Rachel brings her background as a mentor and author to frank discussions about building a sustainable enterprise that doesn't demand you sacrifice your family time, your sanity, or your unique voice. Episodes delve into practical strategies for marketing, client relationships, and entrepreneurship, but always through the lens of your individual circumstances. You'll hear from Rachel directly, as well as insights from others navigating the same path, focusing on how to grow a business that genuinely fits around your life, whether that involves kids, other passions, or simply a desire for more autonomy. This isn't about following a rulebook; it's about writing your own. Tune in for a refreshingly realistic take on creating a pet business that thrives on your terms, making this podcast a trusted resource for anyone who believes their love for animals and their personal ambitions can truly coexist.
Author: Language: English Episodes: 100

Your pet business, Your way
Podcast Episodes
Ways to work with me to get your pet business noticed in 2024 [not-audio_url] [/not-audio_url]

Duration: 22:03
Is raising your profile and feeling more confident when it comes to being visible one of your goals for 2024?If so, it would be great to chat about working together!As a journalist, pet blogger, and visibility coach spec…
Reflecting on 2023, business buddies and looking forward to 2024 [not-audio_url] [/not-audio_url]

Duration: 29:39
How was 2023 for you? Is it a year you’re happy to look back on or one you’d rather forget?This week’s podcast is about reflecting on the last 12 months because there will be high points and inside of the challenges ther…
What's your pet business culture and why it matters? [not-audio_url] [/not-audio_url]

Duration: 34:24
Have you ever thought about the culture of your pet business?This topic came up recently during a discovery call with a client, and I realised I had never taken the time to define my own.Your culture is comprised of the…
How to get your Pet Business Content Cracked [not-audio_url] [/not-audio_url]

Duration: 17:32
Christmas is right around the corner and this is such an exciting time for you and your pet business. People love spending money on pets during the holidays, whether it’s treating their furry family members to new toys,…
The power of taking a pause in your pet business [not-audio_url] [/not-audio_url]

Duration: 29:29
When you're running a business, it often feels like there's never a moment to catch your breath, with a constant stream of tasks demanding your attention.This week's podcast looks into the significance of occasionally hi…
Navigating the rollercoaster of running your own pet business [not-audio_url] [/not-audio_url]

Duration: 43:37
When you started your small business, did you think there would be a smooth path to growth, an upwards trajectory?This week on the podcast, I’m talking about the rollercoaster ride that is being your own boss, and why we…