What actually separates businesses that blend in with the crowd… from the ones that stand out?

Why do some owners seem to escape the race to the bottom on price, while others feel permanently squeezed?

And what does behavioural psychology, copywriting, and niching properly have to do with running a predictable and more profitable dog daycare?

In this episode, I share a special conversation recorded at the Elite UK Mastermind with Mike Samuels — one of the most renowned copywriters and behavioural psychology specialists in the world. While Mike doesn't work in pet care, the lessons he shares land squarely where dog daycare owners need them most: positioning, differentiation, pricing confidence, and future-proofing in a changing market.

Mike breaks down why generalists always compete on price, why AI is forcing businesses to move beyond just "words on a page," and why the real value today lies in insight, strategy, and clarity. With Mike's help I then translate those ideas directly into the pet care world, showing how daycares that position themselves as trusted partners (not just service providers) escape comparison, retain better clients, and build stronger businesses.

In this episode, you'll discover:

• Why Generalist Daycares Get Squeezed – And how clearer positioning instantly reduces price pressure.
• What AI Is Really Changing – Why insight and experience matter more than ever in a crowded market.
• The Power of Niching Properly – How being a "big fish in a small pond" applies directly to dog daycare.
• Why Behaviour Beats Tactics – How understanding human decision-making improves sales, retention, and loyalty.
• What Happens in the Room – Why masterminds and in-person events accelerate clarity and confidence far faster than online learning alone.

You can find out more about what Mike does by following him on Instagram: @thecoffeeshopcopywriter

Huge thanks once again to our sponsors PawPal, who's amazing services you can find more about here: https://pawpal.uk

If you're tired of being busy, burned out, and underpaid… and you're ready to transform your daycare into a premium, experience-heavy, profit-driven powerhouse… then IMPACT 2026 is the event you've been waiting for.

And if you want one of the first 50 tickets — and the $500 savings that comes with them — go to www.petbusinessmarketing.com/impact2026

To grab a copy of my latest book Mission Enrich, click here now

Huge thanks to our sponsors PawPal, who's amazing services you can find more about here: