How to launch without an audience

(Spoiler: You’ve already got one.)

Whether it’s a membership, a course or a new set of classes - do you think you need a big audience to have any success? 

We hear this all the time from dog professionals - and we get it. When your social media following is small and your email list is tiny (or non-existent), launching something can feel pointless.

But the truth is, if you’ve worked with any clients, you already have an audience. 

They might not all be hanging out in the same place. They might not feel like an official audience. But they’re there. And they’re a better starting point than you think.

Get real about your current audience

Don’t underestimate your audience - even if you *think* it’s small, it’s probably bigger than you realise. 

​​When we asked Connect members to audit their audience recently, they were shocked by how many people they’d overlooked.

One Connect member said she only had 10 people on her email list - but once she listed everyone she knew, her true audience number jumped to well over 100. That’s 10x the eyes and ears she thought she had.

Here are just a few groups that count (even if they don’t feel like it yet):

• Past or current clients
• Friends and family (they know people with dogs!)
• Other dog professionals you’ve trained with or met at events
• People you’ve helped for free, even briefly
• Social media followers - business and personal
• Local contacts: groomers, vets, pet shops, dog walkers
  

Try this:
Grab a notebook and list everyone you can think of who:
✅ Knows what you do
✅ Trusts you (even a little!)
✅ Might share something if you asked

That’s your audience. That’s your starting point.

Relationships beat reach

If there’s one thing we believe at HeartDog, it’s that relationship comes first. And when it comes to launching something new, relationship trumps reach every time.

You don’t need thousands of strangers clicking links. You need a small group of people who know, like, and trust you - and who might be willing to help you spread the word.

Start here:

• Let past clients know what you’re working on.
• Ask friends or family to share a freebie or a post.
• Reach out to that groomer, vet nurse or fellow trainer you bonded with on a course three years ago.
• Drop someone a message just to reconnect and check in - no hard sell.
  
  

We know reaching out can feel scary. You might feel like you’re cold calling or bothering people - but the reality is if you’re reaching out to people you’ve connected with before - you’re not a stranger. You’re someone they know (or once worked with). This is about rebuilding trust and reconnecting, not hard selling.

None of this is pushy. It’s about being brave, showing up, and letting people know what you’re offering. And yes - that includes on your personal Facebook page.

Need a script? Try one of these:

• “Hey [Name], I was thinking about you and [dog’s name] the other day - how are you both doing?”
• “You popped into my mind this week. I’ve put together a free guide for [puppy training/reactivity/etc.] and thought it might be useful - would you like the link?”
• “I’ve got something new coming up that I’m excited about - I’d love to share it with people who’ve worked with me before. Would it be okay if I popped the details over?”

People love to help. But they can’t help if you don’t ask.

Use what you’ve already got

Still feeling invisible? Remember: You don’t need thousands of strangers. You need ten people who know, like and trust you - and are willing to tell a friend.

Janet sold her first workshops when she had no audience through:

• Personal Facebook posts
• Friends sharing posts that reached other dog guardians
• Former clients tagging others

None of this required fancy funnels or thousands of followers. It just required asking.

Next time you post about your offers, add a simple call to action asking people to share. You might be amazed at the difference it makes. 

Make it easy for people to say yes

If you’re asking for support - from a vet, a trainer, a fellow pro, or a friend - make it a no-brainer.

Make sure you’re not stepping on toes by offering something that they offer. And instead, think about how it might help them!

For example, if you wanted to connect and collaborate with a local vet, instead of promoting puppy classes or a recall workshop, maybe you’d offer a workshop or class on cooperative care. 

A vet might be really struggling with the fact that their clients are bringing dogs or puppies to them, and they're really difficult to handle, won't settle, and they vocalise a lot. Could you offer something which would help guardians to prepare their dogs for the visit? This could also be a big help to local groomers. 

Or maybe you offer ACE Free Work or Kids Around Dogs support. You could put together a freebie or a workshop that other local colleagues would be happy to promote. 

Here’s how to reach out:

•  “Would your clients find this helpful? I’d be happy to run it and include your branding.”
•  “I’ve created a free guide that could help your audience - would you be happy to share the link?”
• “I’m running a workshop - you’re welcome to join or pass it on to anyone who’d benefit.”

Focus on how it helps their people. Offer to do the legwork. That’s collaboration - not just self-promotion.

Build an email list

We know social media feels more important - and perhaps easier than getting to grips with emailing. But your email list is the only audience you actually own - and it’s the most reliable way to stay in touch with people when you’ve got something new to share.

If you’ve ever said:

• ‘I’ve got a list… but I don’t use it.’
  
• ‘I’ve only got 10 people on there. What’s the point?’
  
• ‘I’m scared to email them after all this time!’
  

…you’re not alone. But even a tiny list is a powerful tool - and a warm, personal email often lands better than a polished Instagram post.

Start small. Be honest. Write like you’re talking to your favourite client.

(We do. And you’re still reading, right?) 😉

You don’t need more people. You need more connection.

When you focus on building trust instead of chasing followers, everything changes.

Because when people feel seen and supported, they’re more likely to share what you do. And sometimes, that’s all it takes to spark a launch that actually works.

So if you’ve got something new to offer? Don’t wait. You’ve already got more of an audience than you think.

Go gently - but go for it. You might be surprised by what happens!