Insights from Yaz Porritt of Yorkshire Pooches Therapies
How to Find Your Content Sweet Spot
Creating content that balances entertainment and education is a craft; a lesson Yaz Porritt, the force behind Yorkshire Pooches Therapies, has mastered. As a canine massage therapist, applied herbal consultant, and advocate for natural canine health, Yaz combines humour, authenticity, and expertise to connect with her audience. In a recent Marketing Made Clear podcast episode, Yaz shared her journey and offered insights for marketers and creators navigating authenticity in their content.
The Marketing Made Clear Podcast
This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:
Yaz Porritt: The Queen of Pain and a Master of Engagement
Dubbed the “Queen of Pain” for her expertise in canine pain management, Yaz has built a remarkable career in the pet industry. With a BA in Performance Practice and a current pursuit of a BSc in Natural Sciences, Yaz’s academic credentials bolster her credibility. She is also a Fotizo ambassador, the author of Your Dog’s Pain Diary, and a raw food consultant, a testament to her breadth of expertise.
Her success on platforms like TikTok, Instagram, and YouTube reflects her knack for content creation. By blending seriousness with silliness, Yaz attracts and retains a loyal audience of pet parents, behaviourists, and trainers. For example, on TikTok, her mix of reaction videos and educational content delivers valuable insights while keeping followers entertained.
Balancing Seriousness and Silliness in Content Creation
Yaz’s approach to content creation centres on engaging her audience with humour before delivering serious messages.
“If I go in saying, ‘Your dog’s in pain and you’re not doing X, Y, and Z,’ people shut down,”
Yaz explains. Instead, Yaz uses relatable and approachable tones, which resonate with her audience and build trust.
This strategy aligns with psychological principles such as the “theory of the extended self,” which suggests people view their pets as extensions of their identity. Yaz’s ability to tap into her audience’s emotions while maintaining credibility makes her content both relatable and educational.
The Role of Authenticity
Yaz believes authenticity is paramount…
“People need to know they can approach me. I’m just human,”
…Yaz shares. This philosophy extends to her marketing strategy, where she uses real-life scenarios to connect with her audience. Whether showcasing a reaction video or addressing common misconceptions about canine pain, Yaz ensures her content reflects her personality and values.
Her authenticity extends to collaborations and sponsorships. Yaz avoids promoting products she doesn’t genuinely believe in, a stance that reinforces her followers’ trust.
“I talk about what I like, If I don’t align with a brand, I won’t promote it.”
Lessons for Marketers: Know Your Audience and Stay True
- Find Your Tribe: Yaz’s audience – pet parents and trainers who prioritise animal welfare – mirrors her values. She advises marketers to align their messaging with their audience’s core motivations.
- Harness the Power of Psychology: The motivations behind pet ownership often influence consumer behaviour. Understanding whether a dog owner’s choices stem from status, nurturing instincts, or fitness goals can help tailor marketing strategies.
- Focus on Quality, Not Quantity: Yaz’s organically grown following of 3,000 may seem small compared to massive accounts, but her community is deeply engaged. Marketers should prioritise authentic engagement over vanity metrics.
- Start Somewhere: Yaz’s early days in content creation involved shaky webinars and stiff performances. She emphasises that growth comes from stepping out of your comfort zone – even if it’s imperfect at first.
Advocating for Better Practices in Marketing and the Pet Industry
Yaz’s candid critique of the pet industry highlights the need for regulation and responsible marketing. From poorly handled raw food products to outdated training methods, she advocates for transparency and welfare-focused practices. This responsibility extends to marketers, who should ensure their messages support animal wellbeing rather than exploit trends.
Final Thoughts: Take the Leap
For marketers, content creators, and entrepreneurs, Yaz’s journey underscores the importance of authenticity, humour, and a deep understanding of your audience. As she reminds us, “If you don’t take the leap, you’ll regret it.” Her success is proof that balancing expertise with relatability can create powerful connections and drive meaningful change – both in marketing and in the lives of the animals she serves.
For more insights from Yaz Porritt and other marketing professionals, check out the Marketing Made Clear podcast. And remember: finding the right balance in your content might just be the spark you need to blaze a trail in your industry.
