Ep. 99 – The Pet Care Niching Blueprint: How Going Cat-Only Helped Lynn Paolillo Build Authority, Attention, and Demand

What happens when you stop trying to serve everyone and instead build a business around a very specific kind of pet owner?

Do you assume cats are “easy,” independent, or somehow less demanding than dogs — and could that assumption be costing your business a huge opportunity?

And what does it really take to build a profitable, respected, expert-led business in a niche most of the industry still overlooks?

In this week’s episode, host Dom Hodgson sits down with Lynn Paolillo, founder of Catnaps Cattery and one of the most respected voices in feline grooming and care.

Lynn shares her full business journey as well as discussing niching down, becoming the expert, and building a business that attracts the right clients, not just more clients.

Lynn explains why cats are often misunderstood, why cat owners behave differently from dog owners, and how positioning yourself as a specialist transforms everything from pricing to loyalty to referrals.

You’ll also hear how Lynn uses education-led marketing, Google search, content, and social media (including a TikTok account with millions of views) to normalise cat grooming, solve real owner problems, and build a snowballing client base that markets the business for her. Plus, there’s news of both the dog and Dom varieties, covering both the importance of keeping your clients engaged between visits and the latest updates from the coaching trenches.

In this episode, you’ll discover:

Why Niching Wins – How going cat-only helped Lynn stand out, charge properly, and build authority fast.
Expert Positioning in Action – How Lynn became the obvious choice for cat owners looking for real answers to their questions.
The Google Strategy – Why SEO, education-led content, and search intent outperform generic ads.
Client Snowball Effect – How loyal, educated clients become your best sales team.
The Untapped Cat Market – Why feline care is still wildly underserved — and ripe with opportunity.

Huge thanks to this week’s awesome guest. To find out more about Lynn go to CatNapsCattery

Canine Labs Testing are the amazing sponsors of this episode. Go to CanineLabsTesting to find out more about their fabulous service that keeps your facility parasite free!

Remember, the next big Barkleigh event is the inaugural Pet Boarding and Daycare, Barkleigh Pet Pros Cruise in January. Go to BarkleighShows.com to book your cabin!

Grab a copy of Dom’s latest book Mission ENRICH by clicking here now

Want to work with the World Leading Pet Business Coach? Discover if you’re a good fit to work with Dom by going to www.petbusinessmarketing.com/diamondnow

Episode Highlights:

[00:51] – Dom introduces the episode and previews a deep dive into cat care, specialisation, and premium positioning.
[03:14] – Dog News: PETA’s proposed dog-walking law — and how to turn stories like this into daycare and enrichment sales.
[08:53] – Dom explains why businesses with values, opinions, and a backbone win better clients.
[16:59] – Meet Lynn Paolillo: cat-only groomer, boarding business owner, educator, and industry authority.
[18:28] – Lynn’s origin story: from dog grooming to discovering the untapped world of professional cat care.
[21:36] – Why combining grooming and boarding makes businesses stronger and more profitable.
[24:14] – How grooming improves animal welfare — and why groomers are the “eyes in the field” for vets.
[27:00] – The biggest difference between dogs and cats: socialization, handling, and hidden stress.
[30:32] – How Lynn attracts clients using Google, SEO, and “They Ask, You Answer” content.
[47:11] – TikTok, luck, authority, and how one video unlocked millions of views — without chasing trends.