January 13, 2026
67 min
Automation Dogs Podcast

In this engaging conversation, Lianne Shinton and Chelsea Walsh explore the multifaceted world of dog training and the essential role of coaching clients. Chelsea shares her unique journey into dog training, emphasizing the importance of understanding dog behavior and emotions. They discuss effective communication strategies, the necessity of creating custom homework for clients, and the significance of building habits for training success.
"Experience made me understand the process of science better."
— Chelsea Walsh
Pinpoint where your leads are slipping through the cracks
Show you how to fix your follow-up and close more clients
Map out a simple, proven plan to grow your business
Every dog training business is different — this call ensures the strategy fits your business, not a generic template.
If it’s a fit, we’ll show you exactly how we’d implement this for you.
If not, you’ll still leave with clarity on what’s holding your sales back.
Lianne Shinton (00:02)
All right, hi everybody so i'm lian shinton from automation dogs, we are a software CRM for dog trainers and i'm so excited because Chelsea Welsh Chelsea Welsh welcome Chelsea let me start again I sound stupid.
Chelsea Walsh (00:14)
you
No problem. ⁓
Lianne Shinton (00:20)
Okay,
starting. Has it happened to me lately every time? Okay. All right, three, two, one. Hi everybody and welcome. I'm Leanne Shinton from Automation Dogs. Welcome to my podcast, the Automation Dogs podcast, and I also run a software CRM for dog trainers. And today I'm gonna be speaking with Chelsea Walsh from Rocket and Rover. Welcome, Chelsea. Hello. And this podcast is going to be
Chelsea Walsh (00:43)
Hello.
Lianne Shinton (00:49)
for dog trainers because I'm so wowed by how you speak and explain things. So let's maybe dig into a little bit about your background so folks understand kind of where, you know, this way that you coach your dog training clients, way you speak and explain things, where that came from. So maybe share a little bit about you and your background.
Chelsea Walsh (00:58)
Thank you.
Sure, yeah. So my educational background took a lot of twists and turns and ⁓ I think that in a lot of ways, unexpected ways, that's really helped me be a better dog trainer. I originally, I went to undergrad and I wanted to be a veterinarian and part way through I decided I could just have pets. I don't need to be a veterinarian. I can just have pets at my house and get all the animal time I want. ⁓
without all that college debt. And so I went that route and made a few different ⁓ changes of mind in my degree and eventually I landed on biology. All of them were always science options. Science is my favorite subject. And then eventually I ended up deciding I wanted to be a teacher because I was asked to be a TA for chemistry when I was an undergrad and I just loved.
explaining things to people and seeing sort of that moment when people are like, I get it, you know? ⁓ And so then I found that like when you're teacher, you get paid more if you have a master's degree, but a master's degree costs a lot of money unless I ended up doing a master's degree in both plant science and soil science where I was a research assistant and a teaching assistant.
So I did research and I also taught at the college level, undergraduate level. So I got more teaching experience there. And then eventually I ended up being a middle school science teacher. Yeah, so I went through a lot of different iterations. I've got two master's degrees and things totally unrelated to both what I taught and what I'm doing now. ⁓ But having that hands-on science
Lianne Shinton (02:53)
Wow.
Chelsea Walsh (03:12)
experience made me understand the process of science better. And that's helped me in everything I've done since because it's really helpful to solidly understand what science is when you're trying to teach 12 year olds what science is. And in the same way, really understanding the scientific process has made it so much easier for me to look at research into dog training and things like that and really understand
Lianne Shinton (03:21)
Yeah.
Chelsea Walsh (03:39)
and be able to interpret for myself what's going on. So even though it feels sort of like a bit of a left turn, it actually ended up being helpful. And I taught at middle school science for seven years, I think. And then when my kids are getting to be teenagers, I decided to take some time off from teaching so I could focus on my own kids a little bit more. And along that...
process, we got a dog, we got a new dog. And he is wonderful, but he is not easy. And so we got him as a puppy, and he ended up having some resource guarding issues. And then he also has a lot of big feelings about bodily autonomy and veterinary procedures. And so to help him integrate into our house and like
navigate the human world, he needed a lot of training. Training to help counteract that resource guarding so I didn't have to worry about like him stealing someone's stuff and then like scaring them when they tried to take it back, you know? And then also having him be able to have even like simple veterinary procedures done without hurting himself or veterinary care people. So...
Lianne Shinton (05:06)
Yeah.
Chelsea Walsh (05:07)
In the process of learning to work with him, I realized it's amazing doing dog training. You know, you've got the science, you've got the behavioral science, which is fascinating. And then you have the animals. And then ⁓ if you do it professionally, you get the teaching, you get the explaining side of things that I love so much. so dog training has really been just like the best possible career choice for me. Cause I get to have all the things I like, know, animals.
Lianne Shinton (05:36)
Yeah.
Chelsea Walsh (05:37)
behavioral science, teaching, all of that stuff. ⁓ And also being able to help people and seeing how helping people communicate better with their dog makes just everyone's life better. So it's been really rewarding, ⁓ sort of circuitous, but really rewarding career path for me to end up here.
Lianne Shinton (06:00)
Yeah, it's like almost full circle because you're initially like thinking I'm going to be in veterinary, want to work with animals and then all of that journey to end up working with animals. But in a kind of much more fun for you profession where you're dealing with like the psychology, the science, and also I love the way you speak and explain. Like when you said the words, he has big feelings. That is just great.
Chelsea Walsh (06:04)
Yeah.
Okay.
Yeah.
Mm-hmm.
Yeah.
Lianne Shinton (06:29)
and it makes people smile
and it's a nice way to say like, know, it's a fun and it's a nice way to say something that could be said in a very sciencey or, you know, technical way.
Chelsea Walsh (06:45)
Yeah,
you know, because there's lots of ways I could say he has big feelings. could say he attacks people when they try and take stuff away from him. I could say, you all these different ways, you know, but I part of teaching science was learning to explain things and put them in a way that ⁓ was approachable for kids and fun for kids, but didn't lose any accuracy, right? Because it's so easy when we're simplifying things to also make them
Lianne Shinton (06:53)
Hehehehe
Chelsea Walsh (07:15)
little bit wrong. And so as a middle school teacher I got a lot of practice figuring out how to simplify things, make them approachable, but... ⁓
Lianne Shinton (07:26)
He's having some big feelings right now.
Okay, go ahead. Yeah.
Chelsea Walsh (07:48)
There we go, it was important work out there. Yeah, my house is not very big, so it's a short walk anywhere. Yeah, so what was I talking about? Oh.
Lianne Shinton (07:50)
That was fast. Okay.
We were talking
about big feelings and kind of making something sound cute, memorable. At least that's my kind of take on it, but also not changing what you're trying to really say too and going down the
Chelsea Walsh (08:16)
Right, right, yeah. So ⁓ teaching middle school, I learned to frame things in a way like that that's approachable, that's fun, but still accurate. ⁓ Something I see a lot is in kids' of science is that things have been simplified, but also to the point where they're really not quite right anymore. And most people would never know it, but it bugs me. So I got a lot of practice.
doing that and I like to make things fun and approachable too just because I think that the way we explain things and the way we frame them can affect people's mindset as they approach it, right? If you say your dog has big feelings, it puts you in a position to empathize with your dog and see that this behavior that's maybe very stressful and scary for me is also stressful and scary for him, you know, and that's why
these behaviors are happening. It's not something he's doing to me, right? It's something that's happening to him and we have to work through together. so, And so,
I already fed you.
Lianne Shinton (09:35)
That's why I fed mine before we started so that they weren't like circling. Okay. Okay. He forgot that he ate.
Chelsea Walsh (09:38)
Okay, I'm gonna put his bowl away then he knows he doesn't eat food.
Yeah, did you forget about the eating?
And of course I just taught them that if he barks at me, I'll go give him more food. that's good. ⁓ Always learning. Always learning. We'll see if that satisfies them. What do you think, handsome?
Lianne Shinton (10:13)
Yeah
Chelsea Walsh (10:24)
he's considering it. ⁓ So what was I saying again?
Lianne Shinton (10:26)
Okay, good, good.
So I think it was very powerful where you were going and talking about big feelings, but it also gives people perspective that the dog's just not mad at me being angry at me, but he's got some emotions going on. And we need to consider that and learn why. And that's
Chelsea Walsh (10:37)
Mm-hmm.
Yeah, yeah. So I like to find ways to explain dog behavior to people in a way that helps sort of promote the mindset of looking at it from the dog's point of view also. ⁓ Because a few reasons, one, it's kinder to the dog when people are approaching it that way, but also it's kinder to the human because if I...
approach this from this is something my dog's having trouble with, I'm not as upset as if I'm like, why is my dog behaving like this way? This is really stressful and scary for me. I just want them to stop. You know, if I have this understanding and this empathy with my dog, it's still stressful, but it's no longer something where me and my dog are in an adversarial relationship. ⁓ And so putting it so that
Lianne Shinton (11:46)
Hmm.
Chelsea Walsh (11:50)
you know, people are on the same team as their dog, I think is really helpful for moving that forward. ⁓ So yeah, so that's why I use things like, you know, your dog has big feelings when this happens or, you know, they have bodily autonomy, right? Or they, you know, with resource guarding, they, you know, it's a very natural behavior where a dog wants to protect what it has, you know, there's,
Lianne Shinton (12:16)
Yes.
Chelsea Walsh (12:20)
We could do the same thing. If someone came up to you and kept stealing your stuff, pretty soon you'd get grumpy. You know, it's definitely happened for me with like my kids, you know. I've got some sort of snack I'm eating right and they just come and keep eating out of my bowl and after a while I'm starting to snap at them when they come to take, you know, more tortilla chips out of my bowl because, you know, that's my resource and I went and put it in the bowl. They can get their own crackers, you know, so.
Lianne Shinton (12:24)
I don't like it.
That's a great example though, because I'm not a sharer and yeah, like no, don't touch my food. So I think that that is something you, know, a conversation to have with a client with resource gardening. So they can put it in a bit of perspective to have a bit of respect for it. My dog's not completely broken. We just need to have some good understanding and you know, and also respect for what's happening too.
Chelsea Walsh (13:15)
Yeah,
absolutely, perfectly normal behavior. So then it's not a, how do I make my dog stop this? How do I make them learn to put up with it when I take stuff away from them? Instead, it's teaching them that it's only good when I walk towards them when they have the resource.
you know, have that positive association. when they have their resource, I'm not coming to take it, I'm coming to add something good or I'm coming to rate them. And I think it just also sort of understanding that sort of background level thing allows people in the moment when things don't follow the script to improvise because they understand the nuts and bolts of it more. At least that's how I work.
Lianne Shinton (13:47)
Yeah.
Chelsea Walsh (14:07)
I struggle so much to follow a list of steps if I don't understand why those steps are there. Once I understand why the steps are there, then when inevitably my dog does something different that's not on the steps, it's so much easier for me to improvise and work with that because I know kind of what's going on, if that makes sense.
Lianne Shinton (14:34)
Absolutely, yeah.
Chelsea Walsh (14:36)
The I always try to give my clients is not just like, here's how you teach a dog to hand target. But here's why we're doing these steps so that when maybe your dog refuses to touch your hand with their nose, you kind of know what are the things you can try next to troubleshoot that without getting stuck.
Lianne Shinton (15:00)
Makes sense. Now, one thing I wanted to share is my mom, she's a teacher, she's retired teacher now, but that is one hard job. So more power to you. She ⁓ came home crying many times. It is a very hard job.
Chelsea Walsh (15:20)
Me too.
Yes.
Lianne Shinton (15:24)
And I hear this from dog trainers quite often. They say things like, I'll ask them, well, who is your ideal client? And they'll say, my ideal client is someone who is motivated and wants to put in the work with their dog. And I'm like, okay, but it's your job as their coach, as their trainer to help them get there. It's just like me going to the gym by myself versus me going to the gym with a...
Chelsea Walsh (15:46)
Hmm.
Lianne Shinton (15:52)
okay motivating coach versus someone who's really going to train me and motivate me and tell me what to eat and all of that stuff. that's something that it is our job to coach the people. And a lot of dog trainers get into this because we love dogs and we only love dogs, but there's a huge part of training people. Now, if I had to do it all over again, I've, you know, 17 year old dog trainer going out there, I was like, dogs, dogs, dogs. I want to learn all about dogs and behavior, but I really wish that I
in more effort to learn how to coach people. That came over time, but I'm no Chelsea, so that's why we have you here today. So I'd just love to get your thoughts on that about that it is our job to coach the people and they shouldn't really come to us ready to be coached. We have to help them along.
Chelsea Walsh (16:30)
Ha
Yeah, absolutely. And ⁓ that's one thing I've loved about becoming a dog trainer. And I did my certification through the Karen Pryor Academy. ⁓ doing that, I learned so much about behavioral science and ⁓ positive reinforcement training. And what I loved about it was learning that made me better understand
why some things work in teaching and others don't. And it really helped me see these connections between teaching humans and teaching dogs, in that anytime I think that you add another species to your repertoire that you're teaching, you become a better teacher. Because I think for me it's incredibly valuable when I'm thinking about motivating my human learners. And I think one, helps to think of them, have my dog learners, my canine learners, and I have my human learners.
I don't have dogs I'm training and humans who are paying me. I have dogs I'm training and humans I'm training. ⁓ And it's to remember that say I have a dog who's just not getting it. I'm not going to say, why isn't this dog working harder? Why don't they just do what I say? What is this dog doing wrong? Because you can think that, but it's not very productive when you're training a dog.
And if you think instead, know, ⁓ maybe what's the dog not understanding? What about this is too hard for the dog? What maybe skills are they missing that they need before they can move on to this one? If I think about all of those things, ⁓ which you, think most dog trainers are regularly thinking about, right? If you apply those to your home and students, hi sir.
If you apply those things to your human students also, then you can think, okay, what maybe are they not understanding? What skills maybe do they need? You know, maybe their timing isn't there yet and I need to go back and they need to practice their timing and that's why they're not progressing with this dog training. Or what are they not understanding? You've got to be kidding me. ⁓ Why you make this so hard?
I don't even know what happens at this point. ⁓ he's going outside. We might have a reprieve. Yep, there he goes.
Lianne Shinton (19:15)
That's very powerful though because you just made an amazing analogy and helped me see it with a different perspective to look at the human like we would look at the dog. We wouldn't just be like, why are they doing it? This is so frustrating. We would try to help the dog to learn and we would try different things. Wow, is look at the
Chelsea Walsh (19:34)
Mm-hmm.
Lianne Shinton (19:44)
you're coaching the person, it's the same thing. Great analogy.
Chelsea Walsh (19:48)
Yeah, learners are learners. mean, we are mammals, they're mammals. Obviously, there's plenty of differences and humans should be much easier because we have a shared language. We have more developed brains. We have a hopefully more active frontal cortex, right? We have all these things going for us that dogs don't. But we can negate some of those things when we act like they should just know how
do it, right? So, you know, making sure that our human learners are getting the same level of support. ⁓ So, and some of that comes in with like being a teacher is I don't just go and talk to clients and be like, okay, I'll see you next week. You know, I'm leaving them. You've got to be kidding me. I'm leaving. ⁓
Lianne Shinton (20:40)
I don't think he's kidding. Nope.
⁓
Chelsea Walsh (20:57)
Let's see if that works, probably not. So I'm leaving them with like a handout because I'm not expecting them to have remembered everything I've said. And I'm maybe leaving them with a checklist and I'm maybe checking in on them because I maybe have worked with them before and I know that people get stuck on this a lot. And so I'm going to check in and see this or, you know, like I'm thinking how can I support my human learner?
Like if I'm showing up and it seems like they haven't made any progress, I'm thinking, what's the problem? Is it they don't have time? How can I make them find time? You know, I tell every client, you know, and don't worry, this isn't gonna take 30, 40 minutes, an hour a day. The most effective training is just for short bursts now and then, you know?
and I'm helping them learn how to make those trainings a habit, right? So, hey, when you feed your dog, take out some of that food and use it for a quick training session because now you're pairing a habit they already have with a new habit you want to build. so, you know, finding those ways to help people build in training and integrate it into their lives ⁓ rather than just being like, well, I told them to work on this.
Why didn't they do it?
Lianne Shinton (22:21)
Right.
No, you mentioned a couple of things that I think would be very actionable for people that they could do right now. And that's sending a checklist and giving them homework, it sounds like. Also, I think checking in with them, like back to like the gym and, you know, I've had fitness trainers that I'm working with and, you know, they'll text me midweek, how's it going? And I, that,
Chelsea Walsh (22:38)
Mm-hmm.
Lianne Shinton (22:50)
How's it going? Means, what are you eating right now? So it's motivating, it reminds me to motivate me to stay with the plan. So I think that would be something actionable that trainers could be doing right now, especially after the first lesson, when they're not really got their rhythm. And just like with dogs, we have to get repetitions in. Like this is their first week, it's been a few days, they don't have enough repetitions.
Chelsea Walsh (22:54)
Yeah.
Lianne Shinton (23:17)
to really have the muscle memory and whatnot down. So just sending a quick text after a boarding train, first go home lesson, send a quick text the next day, check in, few days later, check in. Could you share a little bit about maybe an easy way that trainers could possibly implement like a quick homework they could shoot over to the client or a handout they could have ready?
Chelsea Walsh (23:21)
Hmm.
Yeah. So the way I do it is I have made up handouts for all those things that like I use over and over, right? and the first time I go to visit someone, I have four of them. So the ones that for me feel like the best for to start a person who's totally new to dog training with. So I give them a hand target. I give them the name game for building value in the dog's name.
⁓ I give them ⁓ nose work 101 ⁓ and then I give them treat magnet for those ones who are working on those loose leash walking skills, right? And so I give them and almost everyone's working on loose leash walking. I have those four printed out and ready to go to give them on my first visit unless coming in I know it's something different. ⁓
And so I have those ready to go and those have, you know, the basic steps. They have sort of the tips and tricks, know, the common pitfalls ⁓ on there already. And so I give those to people. So now I have those ready to go and, ⁓ you know, and I say, just, you know, work on at least one of these every day for five minutes, right? And, you know, you're not sure what to do. Just grab one of the sheets of paper randomly and work on it.
And so I have those and way more sort of basic behaviors as handouts ready to go that I can just print off or I can email to people. So if I'm talking to them and I mentioned something else and I say, you know, it really helped this particular thing would help with your dog. I'll email you a handout so you don't have to remember all the stuff I just explained to you. And I'll email that to them. And so that's one way I automate it.
You can also automate it by having a template that you use for the homework so that all you're doing is plugging in. And you can even have it as a printout where you do it there. You write their name, you write the list, the skills they need to work on and, you know, have just a template and then you're not spending any time on it really more than, you know, five minutes because you've got the handouts and explanations already to ready to go and you've got a template so you're not typing up a whole thing.
and then you can just either email it to them or have it on paper and do it while you're there, ⁓ whatever your workflow is like. So that's kind of how one way I take some of the time away from supporting people with information.
Lianne Shinton (26:21)
That's fantastic.
Chelsea Walsh (26:23)
I also have, made a whole packet that explains the basics of how I train. So it's sort of like, you you take a dog training book and you give them the Cliff's Notes version. And then they also have that for reference that has just a lot of the reminders, you know, it has a little section on enrichment and how to provide some enrichment for your dog. It's got ⁓ one on, you know, making sure your dog has enough sleep.
and they're getting enough exercise but not too much exercise and all of these things that need to come so that the dog's ready to learn. And so I provide them with all of that the first time too. that it's there as a reference for them. I'll talk about it too and I will not say, I gave you that packet, why don't you know this? Instead I'll say, ⁓ I don't know if we've talked about it but.
Lianne Shinton (26:59)
Mm-hmm.
smart.
Chelsea Walsh (27:22)
you know, in that packet I gave you, there's a page about it and here's why it connects to what we're doing right now. And so it's never about like, I gave it to you. It's not like a gotcha. It's not like I sent you this homework. So now I expect you to have done it. Instead, it's more of I'm sending you this homework because I want to increase the chances that you do it. I'm setting up that antecedent for the behavior. so, and then the nice thing is that when they make
Lianne Shinton (27:44)
Mm-hmm.
Chelsea Walsh (27:50)
progress with dog training, that's reinforcing, right? I don't need to reinforce them. Making progress with your dog is so reinforcing in and of itself that as long as you set it up,
Lianne Shinton (28:01)
Yeah.
Chelsea Walsh (28:05)
the behaviors, their behavior is going to be reinforced and be more likely in the future. ⁓
Lianne Shinton (28:10)
Yeah, I think with my homework that I provide, it's just very mechanical. And it's like, okay, well, this is what place means, and this is why we use it. But when I think about all the conversations that I've had about why I feed a certain type of food to my dog, and I swear I talk about that same story with every client, maybe that would be something I could put down as a handout.
because I obviously feel it's impactful because I talk about it a lot. And it might be about calming techniques. might be about, you you'd mentioned something about like, don't play with your dog too much to where you're creating a dog that's in a hyperactive state of mind all the time. So having a handout on that about like, for me, you know, if clients are like, don't want them to be so crazy, parkouring all over around the house, stop playing tug of war and ball with them in the house.
Chelsea Walsh (28:57)
Yeah.
Lianne Shinton (29:10)
keep that for the backyard and maybe having a handout on those types of things that I'm like, maybe it doesn't apply to everybody because maybe their dog's just a lump, but maybe if their dog is really wound up in the house, I could have a handout on that, speak on it as well, but also have the handout there to help reinforce that. So I like that.
Chelsea Walsh (29:16)
Mm-hmm.
Yeah, because we're throwing a lot at them. Especially my first time I'm there, I'm throwing a lot at them. ⁓ Because I personally feel there's so much that it's helpful to at least have heard before you get started. ⁓ Sometimes maybe I overwhelm people too much. don't know. Still working to find the right balance on that. But generally speaking,
Lianne Shinton (29:34)
Yes.
Chelsea Walsh (29:59)
Most of my clients are happy to have gotten all this background knowledge because it puts it all in perspective. ⁓ And so yeah, let's see, I include ⁓ sort of an introduction and what to do, some resources for like, you know, like, hey, if you're reading this and you're stuck, call it, call a dog trainer. Like that's a great way to like get past a stuck point. ⁓ Meeting your dog's needs, enrichment, management, you know.
I had one client who was really tough because when he would take his dog outside when his wife wasn't home, the dog was much more attached to his wife, the dog wouldn't come back inside until his wife came home. He would sometimes have to call his wife home from work to get the dog back in the house. I was like, what if you fence in part of your backyard so that
You can let the dog out to use the bathroom, but they don't have, cause he had a very large property, right? That the dog was free roaming on. So the dog would go off in the woods and would not come back. And you know, teaching that recall isn't like an instant process. And so I said, what if you, know, fence in a small area and then you can, you know, ⁓ get your dog back without your wife having to come home from work. And he's like, I hadn't even thought of that as an option. And so sometimes
Lianne Shinton (31:05)
Mm.
You
Chelsea Walsh (31:27)
that management doesn't even occur to people. And so I throw that in there because so many things can be, you can get sort of like some instant relief with a little bit of management, a little prevention goes a long way. So I throw that in there. And also, you know, I'm positive reinforcement trainer, so treats play a pretty big role in training. And so I also give people tips for like, what kind of treats, how do you stop dog from getting fat, you know?
Lianne Shinton (31:54)
Yeah.
Chelsea Walsh (31:57)
and also that reassurance that just because you're training with treats now doesn't mean you'll have to be a treat dispenser for the rest of your dog's life.
Lianne Shinton (32:05)
Yeah, that's a good handout because yeah, I use treats as well and they'll, you know, commonly ask, well, I'm going to have to use the treats or tools too. Am going have to use tools for us? Maybe having a handout explaining, you know, that. yeah.
Chelsea Walsh (32:20)
Yeah,
so I include some of those things, those common things that sometimes people even don't think to ask. And so I might not talk with them about that first day. And so I throw all of that in there. I throw all of that at them and then I know that they have all this and I can refer to it. I find that it really,
helps people put things in perspective. And I get lot of frustration.
Lianne Shinton (32:53)
I think what is really cool too is like we can always as doc trainers enhance our packages by adding homework and say, okay, great. Now I can charge an extra $200 for this package because it includes written and video homework. But with the way you're describing it, it's customized homework specific to their docs. You're not just sending off one generic.
email that is just everybody's homework, you're going to be giving them handouts specific to their situation. So I think that has a lot of impact for a dog trainer to be able to say like that, hey, my programs include custom homework that's specific to your situation, what's going on now.
Chelsea Walsh (33:22)
No.
Right.
Yeah, it's and yeah, so I think that that I know would be frustrating for me if I ask you to come because really I'm worried about my dog not being able to have veterinary procedures done. And then you give me a handout. My homework is loose leash walking. That's not going to leave me feeling like you really hurt me and my needs. So, and it allows me to provide that customization that
Lianne Shinton (34:00)
Hmm.
Chelsea Walsh (34:11)
⁓ other word that means it's specific for the person and without tons of extra work for me either because I have those handouts already done I may give them like right on there or provide like a little like okay and in your situation we're going to tweak it a little because of a specific thing with your dog right but ⁓ it's really once you get them made it's not a lot
Lianne Shinton (34:38)
And ChatGPT can help create them. probably knocked those out in one night. ⁓ Just maybe I would suggest if someone is taking this advice that we're kind of coming up with here is prompt ChatGPT say, ⁓ you are a persuasive writer, copywriter, and you specifically write copy for dog owners that are learning from a dog trainer. Like prompt it so it puts on that cap and it's
it's writing in that way. Just like you could tell Chachipati, hey, I want to write a motivating handout for my client. I want you to sound like Tony Robbins. Hopefully everybody knows who Tony Robbins is. Because sometimes I ask and they're like, who's Tony Robbins?
Chelsea Walsh (35:17)
Hahaha
Yeah, I have an idea of who he is. Yeah. So, I mean, didn't use GPT for mine, but I have used it for some things. try to avoid it mostly because ⁓ sometimes I don't then check it to make sure it makes sense. And a lot of times it throws in some things that do not apply to me, right? ⁓ It makes things plural a lot, you know, but it's just me. ⁓
Lianne Shinton (35:25)
Hahaha!
Yeah, you gotta check it.
think it's because
maybe you're a teacher.
Chelsea Walsh (35:54)
Yeah, yeah,
it's and I and I love making these sorts of things too. So for me, you're just taking the fun part away, you know, so ⁓ but I can understand that like for especially if you have a lot of things you want to be able to hand out, absolutely finding a way to sort of make it a yeah, I thought you know, you want to remove barriers and you want to like
Lianne Shinton (36:01)
Yeah.
If you're not a writer, yeah, like me, I get writer's block.
Chelsea Walsh (36:24)
meet them where they're at, right? So, ⁓ absolutely. Yeah, so the handouts go over well. ⁓ And then in terms of following up, for me, what I usually do is ⁓ I sort of have a sort of list of reminders of like to text these people in these days and I can copy and paste the text depending on what it is. ⁓ And I use that or for some people an email is better. It really depends on the...
Some of my clients are older and not super into the texting. So I use emails.
Lianne Shinton (37:04)
Yeah, I think maybe adding it to the calendar, saying, all right, Wednesday, check in about this. So, because it's hard to remember everything and that way you're like, oh yeah. And then the client's like, oh wow, they really are paying attention to me and what's going on with me. This is so great and specific, they really care. So maybe just add it to like the top of your calendar where it won't.
Chelsea Walsh (37:07)
Mm-hmm.
Lianne Shinton (37:32)
bog down your calendar as an appointment and it's going to get in the way and show conflict where you could be booking appointments. But just like at the top or something at 3 a.m. throw it on there so you remember that that day you have to check in with the client.
Chelsea Walsh (37:45)
Yeah, and usually I send out a quick email that sort of summarizes the training session where I say, we talked about these things, you have handouts for them. And then the nice thing is if you're doing it via email, you can snooze the email, right? And then the email pops back up in your inbox, you know, again. And then you're like, that's right. I snoozed it because I want to follow up. So it's another I use to do it. ⁓ So yeah, that's
Lianne Shinton (38:08)
Yes.
Chelsea Walsh (38:16)
think that's how I use handouts to support people in their dog training. And I try and keep them pretty short. They're not supposed to stand alone. It's not, I think I, at first I had these really extensive handouts that were like, I could give someone who I'd never talked to before and they might be able to teach their dog this. But I realized that that's not how I'm using them. I'm giving to people who I already talked to. I already showed them. I've worked with them. They just need these reminders.
for later on. And it makes much more visible. If you read text, I'm maybe not going to read it.
Lianne Shinton (38:47)
like bite-sized pieces. more Yeah. Skimmable, yeah.
Yeah, like,
and you want with text, you want to keep it to like under 160 characters, something like that. But yeah, email to maybe bite sized pieces. With me, obviously we use the CRM. So we have tasks. So it'll pop up and say, okay, it's Wednesday, you have to do this. It'll click right through to the client and you can just send the snippet or the template that's already prewritten. But we're just, it's good. We're just talking through. If you don't have a CRM, there's still ways to figure this out. And
Chelsea Walsh (39:19)
Yeah.
Lianne Shinton (39:27)
Provide amazing customer service for your clients.
Chelsea Walsh (39:30)
Yeah, yeah. It was the same thing for my middle school students, so.
Lianne Shinton (39:32)
No, I wanted to-
Yeah,
and that's why we're talking because yeah, it's training our clients. I wanted to pick your brain on, let's say someone comes in for their lesson, you go to the house for the lesson. you say the usual, how did the week go? Tell me something good. How's it going? And they say, like all the time, I didn't have any time to practice.
Chelsea Walsh (39:39)
Mm-hmm.
Lianne Shinton (40:04)
You'd mentioned earlier about helping them to find little ways, like when they're feeding the dog, but what would that discussion kind of look like? Would you just be like, okay, great, we're repeating the lesson, or would you talk to them about how they can kind of work that out?
Chelsea Walsh (40:22)
Yeah.
So I think then if you need to learn more about sort of their schedule, what does it look like if they're gone at work all day? Okay. So now you're working with weekends and probably in the evenings, not in the morning, but some people get up early and take their dog for a walk. And so usually what I do is I try to find something they're already doing with their pet that you can piggyback the training onto.
Lianne Shinton (40:29)
Mm.
Chelsea Walsh (40:51)
So piggyback it onto a meal, but maybe that person isn't the one that feed the dogs, the kids feed the dog, right? Or piggyback it on with a walk. Be like, hey, right now, training is really tiring for dogs, right? So why don't we take 15 minutes off your walk and set it aside for training with your dog?
So that's one way I do it. Another way is just remind people you can set a reminder on your phone, right? You can ⁓ use that behavioral science yourself and be like, whenever you finish your dog training, you get a treat. It's incredibly effective actually to be like, I do my dog training and then I get some chocolate.
Lianne Shinton (41:34)
That sounds fun, yeah.
I like it.
Chelsea Walsh (41:45)
I don't get to sit down with my beer in the evening until after I do the dog training. You use that, right? You use the high likelihood behavior to reinforce the lower likelihood behavior. I just pull out all those dog training things. think about what's the environment, what are the antecedents?
Lianne Shinton (41:53)
That's your reward though to sit down and have your beer.
Chelsea Walsh (42:14)
Do they need to have their treat bags sitting out on the table? Does the treat bag hang with the leash? Is the clicker sitting on top of this? How can we add in these reminders in the environment to help them remember? ⁓ So lots of little tips and tricks. ⁓ I have a lot of ADHD in my family and so I've also had a lot of practice figuring out how do we build habits when you're working
Lianne Shinton (42:17)
Mm-hmm, yep.
Yes, habits.
Chelsea Walsh (42:44)
with brains that actively resist forming habits. And so that's kind of been a boot camp too and learning how to help people build new habits and dog training is just another new habit. And ⁓ I also remind them that the training should be fun. It should be fun for you. It should be fun for your dog. And so sometimes that's the problem is the training doesn't feel fun to them. And so then you need to find a way to
help them pass that, figure out what's in the way. Because if it's not going well, it's not fun, you don't want to do it. And so maybe the problem isn't them not wanting to do it or not having time, it's that the training itself is a punishment. And so you need to change it. You need to change the training to be a reward. And I know that I've gone through periods with my dog when we're training a behavior that for whatever reason is hard for him. ⁓
and he's just not getting it. And so he's not really having fun. I'm not really having fun. And so it's time to take a break. And I say, okay, well maybe we're just gonna train a fun little, you know, trick for a while. Or maybe training time is just gonna be working on nose work. Or maybe we're not gonna train at all and I'm just gonna set aside this time to play with him, you know. ⁓
and do that for a few days, refresh. This comes from when I was teaching and sometimes when you're teaching middle school, you get to these points where like just no one's having fun in your classroom. The kids won't stop talking. You just want them to listen to you. It feels like a fight every day. And one year I learned that a lot of times what you want to do is you want to buckle down, you want to double down and you want to like, you want to punish, you want to say, okay.
If they keep talking, then we're not going to do anything fun. ⁓ But what's way more effective is that when I got to those points with my middle school students, then I would say, tomorrow we're doing a STEM challenge. Tomorrow we're going to do something that's just fun. Seeing who can be the biggest tower with paper. Because then they're having fun, I'm having fun.
Lianne Shinton (44:40)
Hmm.
Chelsea Walsh (45:04)
And we all remember, like I remember why I like them, why I like my job, right? And so I'm having fun and they're like, my gosh, I went to science, it was fun. And now I've got more positive feelings about science class again. ⁓ And so do the same thing if your client's having trouble with training and the problem is that it's frustrating and hard for them, change it up. Maybe the dog really, their goals are loosely shwocking and it's going really bad, right?
And you say, okay, just take a couple days break and I want you to train your dog to shake instead, you know, and just do that. And it's going to be fun. It's a fun trick you can do with your dog, you know, and then also your dog starts learning again, like, ⁓ when we're doing training, it's fun. And so now when you're back to training that hearted behavior, you have a little bit more of foundation of your dog being excited to train that you're
Lianne Shinton (45:39)
Yeah.
Chelsea Walsh (46:01)
building off of instead of training just being something where you don't let them do what they want to do. ⁓
Lianne Shinton (46:06)
Right.
I think too, like when you said for the person to reward by going and having a piece of chocolate or something like that, when we have an emotional experience that is fun or it could even be negative, it's more memorable for us. we can easily, if we were alive during 9-11, we can remember.
Chelsea Walsh (46:29)
Mm-hmm.
Lianne Shinton (46:33)
exactly where we were, what we were doing when we heard the news. Now that's an example of like something very negative, but maybe on your wedding day you remember something like the shoes you were wearing or something and I don't even know what shoes I'm wearing right now, but it was a memorable day because of the emotion of it. So I guess what I'm getting at is adding a little bit of fun or a game or a challenge for the dog is going to help them remember what the learning is.
Chelsea Walsh (46:37)
Mm-hmm.
Mm-hmm.
Lianne Shinton (47:02)
but also for the person too, so they don't just go through the motions and then get in their car and drive home and they're already forgotten everything that you just went over. So you're kind of set up to fail. And then they're like, yeah, I didn't practice. don't know, what was it again? And then we come at it like, ⁓ I guess we'll just repeat the lesson. you know, we're kind of, ⁓ and the clients sense that. So if we can talk with them, them questions about how
Chelsea Walsh (47:11)
Mm-hmm.
Mm-hmm.
Lianne Shinton (47:32)
we can help them to fit the training into their everyday life and have a good conversation about that instead of just, all right, let's just go and repeat the training.
Chelsea Walsh (47:42)
Yeah, yeah, because I mean when I taught, sometimes ⁓ we'd get the test and everyone would do really bad, right? You know, the average on the test is 50, you know, no one got above a 70, right? And at that point when it's, you have to stop and think, where did I mess up teaching this? Because no one got it. And it's not, it's,
far more likely that I messed up somewhere, right? Then every single one of those kids decided they just didn't care about school anymore and didn't try. ⁓ And so the same thing with dog training. You have to think, okay, well, they're, I mean, they're paying for us to be there. They should be pretty motivated, right? So is it more likely that they just don't want this or is it that for whatever reason, my usual teaching style explanation didn't hit right with them?
or even going back to how I would look at it with a dog, maybe I don't realize it, but the last training session, they had a really stressful day at work, they had a fight with their teenager, you know, they had all this other things going on. And so their brains weren't in a place to learn the last time we talked. And so it's going back, troubleshooting and figuring out where that learning process broke down for our human or where they're doing great, but it's not
Lianne Shinton (48:55)
Hmm.
Chelsea Walsh (49:11)
working for their dog because every dog's an individual. So I guess the diagnostic process is really like, okay, well, you know, show me how it's going. And then I can see if, okay, they seem to be doing everything right and it's just not working or they're doing everything right and it's working, but maybe they're just not finding time for it. There's just so many things that can go wrong. And I feel like the least likely one is that they don't want to be successful. And so they're not trying.
Right? So finding the explanation that's more likely that, you know, they didn't understand or the dog isn't understanding, you know, I have a friend whose dog, my dog loves sniffing for stuff. It's his favorite thing in the world. He'll, you know, he, he's still resource guard sometimes, but he'll give up anything to play, find it. Right? Cause it's the best thing in the world to him. ⁓ but my friend's dog, you know, he did, he was hard for him.
So the normal way I would teach a dog to play find it wasn't working for him because he just, his head was not in the game, right? You you'd drop a treat in front of them, be like find it, and he'd be like, I don't know where it went. You know? You had a really baby step at for him because for whatever reason, he just wasn't getting it, you know? And so it's a lot of, a lot of diagnosis rather than blame, I guess.
Lianne Shinton (50:23)
Yep, I've seen those.
Yeah.
Chelsea Walsh (50:39)
I just shift my mindset to like, what are they doing wrong? To like, what's the problem in our learning process? I didn't do anything wrong, it's not my fault, right? I did my best. They didn't do anything wrong, right? So just how can we work together to fix the problem?
Lianne Shinton (50:58)
Excellent. Yeah, it's given a new perspective, I think, too, just like considering, hey, the dog's not learning. And we always look at that. But yeah, the person isn't learning. We've got to figure a way around that. Now, in the beginning, or throughout this conversation, you've shared about some analogies. Would you be able to share a little bit about some common questions maybe that people ask you about, like, hey, my dog is
Chelsea Walsh (51:07)
Mm-hmm.
Lianne Shinton (51:28)
hyper or my dog is reactive, my dog isn't listening. What would be some responses that you would commonly have to help connect with people and help them understand a little bit of what you're trying to tell them so they absorb it?
Chelsea Walsh (51:35)
Mm-hmm.
Yeah, I love analogies. I use them a lot teaching science. They're great for complex ⁓ concepts. ⁓ And so one that I just used recently was someone who, you know, their dog knows sit, right? And so, but then when they go outside, their dog just doesn't listen to them, right? And so I said, well, it's kind of like, you know how to do algebra, right? When you're in the classroom,
The teacher gives you an algebra problem, no problem, you can do it, right? But then, now you're at a pep assembly with a pizza party, right? And now they're asking you to do algebra. And that algebra, somehow you can't do it now, right? Because the situation has changed and it's like that for our dogs, right? When we teach them in our living room where it's nice and quiet and there's not so many distractions, they do awesome.
And then we take them outside and now there's distractions and smells and sounds. And our dogs also aren't learning to speak English, right? They're not learning that sit means to sit, right? I always kind of try to explain it to people that when we're teaching cues, it's like we're forming patterns for our dog, right? And so they learn that when they're human makes the sound sit.
If they then put their butt down, that predicts that they might get a treat for it. Right? And so they're learning this pattern. Hear the, hear the sound, do this thing, get a consequence they like. But they may not realize that like, for them, it could be as specific as I hear this sound when I'm facing my mom in the living room and I sit and I get a treat. They might not realize that they can do the same thing outside and it'll work. Right?
because they can be such specific learners. so, ⁓ sort of use this, get people in the mindset of cues or patterns, kind of use that analogy to help them understand why, you know, if our dog's not listening, it could be that the pattern's not matching, right? Or it could be that the environment is too distracting, right? Now they're at the party and you're asking them to do calculus and they're really not ready for that. Or just this idea of like,
We break it into baby steps. We don't teach kids calculus. We teach them to count and we teach them addition and subtraction and we teach them multiplication and division and we keep moving up through these steps and we gradually make it harder. We don't just skip to the end. And so it's the same thing when they're teaching the dogs. They should think about how do I make it really easy for them and then gradually make it more difficult. ⁓ Just like human learning math.
Lianne Shinton (54:44)
Yeah, that's a good analogy. ⁓ Yeah, kind of like skipping all the grades, just going from kindergarten to university.
Chelsea Walsh (54:53)
Yeah, doesn't work. You wouldn't, you wouldn't do it. Right. And so helping them giving analogies to that, they would hopefully have had experience within their own learning, you know, ⁓ you're right. That's not a realistic expectation, you know? And so, you know, putting them in that, that sort of analogy is a common one. I'm trying to think, I use analogies a lot when I'm talking about like,
counter conditioning or talking about teaching someone. ⁓ Like I may not like country music, right? But if every time I heard a country song, someone gave me a hundred dollars, I'm going to start really looking forward to country music coming on the radio. I still may not really like it, but I'm going to be happy that country song is playing, right? Good.
Lianne Shinton (55:48)
Hahaha
Chelsea Walsh (55:51)
And so that's what you're trying to do with counter conditioning. You're trying to teach them that this thing that they're maybe not sure about, maybe they don't like it, but it predicts something good is gonna happen. So.
Lianne Shinton (56:04)
Excellent, that's an excellent one. Do you have any other analogies that you could share?
Chelsea Walsh (56:09)
Hmm, I mean probably they're like my favorite thing, but do you have an example of something that you get?
Lianne Shinton (56:18)
I think like reactivity. ⁓
not listening. Those are like some common things that people say.
Chelsea Walsh (56:30)
Mm-hmm. Sure. Yeah, so like with reactivity, a lot of times people feel like if you give your dog treats like during reactivity, you're rewarding them for the reaction. And so I use the analogy that if you take your kid to get their flu shot, right, and they're really sad and it's really scary for them.
And so they're crying and they're fighting and their stuff like this. And then afterwards you give them like a sticker or they get a lollipop, right? Do you think your kid's going to be more likely to scream and cry when they're scared? No, you're trying to change how they feel about it. And so when you use treats in reactivity, we're using them to try and change how our dog feels. And you can't, you can't reward an emotion. You can reward an action, but not the emotion.
⁓ And that kind of helps people understand because we always teach them like if you reinforce it, if you reward it, your dog's going to repeat it, right? What gets reinforced gets repeated. So it would make sense that if I reinforce their reaction, they're going to be more likely to react in the future. But helping people see that reactivity isn't a behavior as much as it is an emotional reaction, you know, helps them understand that that's
not how it works. ⁓ And then stubborn is another word that people like dogs. ⁓ I mean, I've used it too, right? Because it just feels right, know, especially when you're talking about like say maybe like a husky or something, like, those dogs are so stubborn, right? ⁓ But you know, I always try and explain to people that stubborn isn't really a dog thing. Dogs don't do stubborn.
Lianne Shinton (58:05)
yeah. Yeah.
Chelsea Walsh (58:26)
Right? That's a very human, that's a complex emotional behavior that dogs don't really do. Sort of like, right? Dogs don't do respect. Respect is a very complicated human emotion. So your dog isn't disrespecting you, right? There's something else going on. Your dog isn't being stubborn. You know, if I asked you to go clean up all the dog poop in my backyard right now, and I told you I'd give you a $5 for it,
Lianne Shinton (58:32)
100%.
Chelsea Walsh (58:56)
And you said, no, I'm not going to do that. Are you being stubborn? No, you're just the not, you're just insufficiently motivated. Right. And sometimes our dogs are also insufficiently motivated. Right. ⁓ Or they're distracted. Right. If my kids in the middle of playing a video game, they've got their headphones on and I go and I'm like, Hey, take out the trash.
Lianne Shinton (59:07)
Right.
Right. Yep.
Yep.
Chelsea Walsh (59:25)
and they don't take out the trash, I don't assume they're being stubborn. I assume they're distracted. And when your dog is stubborn, it's because either they're under motivated, right? Or there's something that makes it hard. They're distracted, whatever it might be. And so you need to either figure out how to up that motivation or train them
Lianne Shinton (59:31)
They're distracted. Excellent. Yes.
Mm-hmm.
Chelsea Walsh (59:55)
more so that pattern is strong enough to overwhelm distractions, right? So add more training, add more practice so that then when those distractions are there, that pattern is stronger and it can kind of override the distractions. So I try and move people away from words like stubborn or they need to respect me or things like that and help them see that that's not really how dogs work.
Lianne Shinton (1:00:21)
Yeah, and I like the analogy too of the kids playing video games and you're trying to talk to them. ⁓ If I asked you to go pick up the poop in the backyard, those are great analogies that people can relate to. ⁓ You were speaking about habits earlier. Have you read Atomic Habits by James Clear?
Chelsea Walsh (1:00:34)
Mm-hmm.
You know I may have, but it was a while ago.
Lianne Shinton (1:00:44)
It's like my favorite book. I've read it twice. I don't read. I listen to it twice. But yeah, that book would be one that I would recommend to help us create better habits for our life so that we're taking more action in ourselves and our businesses and things like that. But I might read it again and try to think from the client's perspective of how I can help them and motivate them.
to incorporate these new habits. I like the tip you gave of like put the treat pouch out on the counter or hang it with the leash. I do that with my vitamins or my nighttime tea and I'm like, make sure I drink that every night. I put it on the counter and it's just in front of you. So trying to retrain or create these habits, that might be a good book to lean into a little bit, see if it could help.
Chelsea Walsh (1:01:21)
Yeah. ⁓
Yeah, yeah, I will definitely, I think, I don't think I've read it, so I'll definitely have to look that up because helpful and I think there's a lot of books like that where you can think it's a good exercise to say, okay, think about this as me, as my personal life, think about it as my human learners, but then also think about it for my dog learners. How do I help them build habits, right? That's what we're doing in training is we're teaching them habits, we're teaching them muscle memory.
Lianne Shinton (1:01:43)
Really good.
Chelsea Walsh (1:02:08)
We're teaching them new patterns for behavior. And so kind of is great mental exercise too. Or I don't know if you've read the book, Don't Shoot the Dog. Yeah, I love it. And I read it and I was like, oh, I wish I had read this before I had children, you know? Like, it's not a parenting book.
Lianne Shinton (1:02:18)
Yes.
Yep.
but there's a lot of similarities with housebreaking and raising puppies and to raising children. So yeah.
Chelsea Walsh (1:02:32)
gonna take a fall.
⁓
Yeah, especially if you have, you know, your kids are stubborn, right? Like, is your kid really stubborn or are they struggling? Right? You know, my kid was diagnosed with ADHD and it made everything make so much more sense. You know? So, you know, where, where's the struggle coming from rather than assuming worst intentions, I guess it's assuming best intentions and then supporting people.
Lianne Shinton (1:03:11)
Well, I think we're almost at an hour here. Is there anything else that you'd like to share?
Chelsea Walsh (1:03:18)
Hmm. And now we talked about so many good things. I'm always so excited to talk about the connections between teaching humans, teaching dogs. And I think my biggest thing that I wish ⁓ we could all get better at is shifting the mindset. Because I think shifting our mindset to one where
We're thinking about how do we support, where is the struggle and making it about the learning process. It just removes so much stress from everybody's life. So it's not just, you know, about being a better trainer or being more supportive. It's just, it's so much easier to be happy when you show up and they didn't do anything. Whole last week.
your client has done no training. And I can either be grumpy and be like, they just don't care, right? Or what's wrong with people, right? Which I see unfortunately a lot on like Facebook dog training groups, you know? And I can understand where it comes from. So I'm not trying to like judge people who feel that way because it's a really natural way to feel, but it's just so much less stressful to think not.
what's wrong with them, they don't care why they're wasting my time instead to say, okay, this is good to know. We're going to need to adjust our learning so that we can be successful. And then it's, then it's just a fun puzzle, right? I get to solve this puzzle of how do I help this person learn rather than feeling like my time isn't being valued. And so I think people would find that if they can shift to that perspective, that mindset,
They can just be happier in their job because people are sometimes not going to do their homework. There's no magic bullet.
Lianne Shinton (1:05:19)
Yeah. Yep.
Yeah. And maybe something to get motivated about if you're a dog trainer and you're like, okay, I'll try and learn about this, teaching humans, coaching humans, human psychology. Think about sales. There's so much science that goes into car sales and R sales. So maybe just leaning into coaching.
Chelsea Walsh (1:05:41)
Hmm?
Lianne Shinton (1:05:47)
persuading humans may help you with your sales, which will move the needle and help you make more money, but also help you with the back end when you're trying to coach the clients to make sure that they're happy. They're getting the results. You get the good reviews. huge, huge part of it. And I wish, like I said, like if I was starting over again, that I put like 25 % effort into learning how to coach people.
Chelsea Walsh (1:05:50)
Mm-hmm.
Lianne Shinton (1:06:15)
I learned it along the way, but it really wasn't something I learned in dog training school. I learned how to train dogs there.
Chelsea Walsh (1:06:26)
Yeah, there's a book by Terry Ryan called Coaching People to Train Their Dogs. Yeah. And so I don't know who Terry Ryan is. She's amazing. She was my instructor for my ⁓ certification program, but she has some really fun books for helping people from that sort of teaching humans perspective. so Coaching People to Train Their Dogs is one of her books. And I think another one is like, if you're teaching group classes,
Lianne Shinton (1:06:32)
What?
Chelsea Walsh (1:06:56)
adding sort of games into your teaching, make the learning fun. She has another book about that. ⁓ So not just games for the dogs, but also games for the humans.
Lianne Shinton (1:06:58)
Mm-hmm.
And games
until the instructor doesn't get bored too. Yeah, I like that.
Chelsea Walsh (1:07:08)
Yeah, absolutely. So yeah, coaching
dogs is a is a great reference if you're like, I do want to, you know, dive into this. ⁓ And I think there's another book called Tag Don't Nag. It's something like that if you search. But it kind of teaches you how to apply sort of positive reinforcement principles to coaching people. And even to kind of like, basically, how would you
Lianne Shinton (1:07:22)
That sounds like a good one, yeah.
Chelsea Walsh (1:07:37)
clicker train people, right? And they use it with a lot of, they use it for like coaching like gymnastics, or they even used it to teach surgeons to tie off knots, right? And it just kind of focuses on focusing on one part of your human learner's behavior at a time, and then just marking when they're doing it right. So there's no like,
negative feedback, you take kind of the emotion about it and you're just letting them focus on one part of their training at a time. So those are both good if you want to want to level up your human teaching skills. Tag Don't Nag and Coaching People to Train Their Dogs are both great books.
Lianne Shinton (1:08:18)
I'm going to look at all of those. Thank you. Yeah, that sounds fantastic. I hope they're on audible so I can listen to them.
Chelsea Walsh (1:08:26)
Yeah,
Probably tag Don't Nag I don't know about coaching people to train their dogs.
Lianne Shinton (1:08:32)
I'll figure it out. Yeah, I like to listen while I'm moving around. I find that I absorb the information better. Yeah, well, I'm going for a dog walk. So
Chelsea Walsh (1:08:39)
Sorry.
I read lot of books by listening.
Lianne Shinton (1:08:46)
Yeah. So thank you, Chelsea. This has been such a great conversation. I hope that folks have gotten a few good takeaways. I know I have with the homework, the checking in, and just all around. I've already known this, but it's our job to coach and to help them. And that's what we're doing. We're serving these families and we have to teach them how to...
train their dog. It's not just us training the dog. So teaching them how to train the dog is something that we need to learn how to be the best at that we can to teach them.
Chelsea Walsh (1:09:26)
Yeah, I don't do board and train, so I actually don't do a lot of dog training, you know, because they're in their house helping them learn how to do it themselves. So at most I'm maybe giving some examples or getting them started, but really my clients are doing most of the training.
Lianne Shinton (1:09:34)
Yeah.
Yeah, and even with the board and trains, they go home and you still have to train the owner and explaining things because they think, hey, I brought the dog home and it's going to be a perfect robot now. And it's like, my goodness. yes, ⁓ maybe you'll have an analogy for that one.
Chelsea Walsh (1:09:50)
Yeah.
Yeah, yeah, I'm sure I could come up with one. I had one client who she's like, she said something and then I gave her an analogy. She's like, you're just so good at explaining stuff. I was like, sorry, I can't turn it off. just.
Lianne Shinton (1:10:19)
Yeah.
Yeah
Well, thank you, Chelsea, so much. If folks want to check out your website, it's Rockit and Rover, and you're up in Washington, right?
Chelsea Walsh (1:10:35)
Yep, Washington, just near Seattle.
Lianne Shinton (1:10:39)
cool, okay, Grey's Anatomy. Okay. All right, awesome. Well, thank you so much. We really appreciate it. ⁓ again, I'm Leanne Shinton from Automation Docs and thank you for listening.
Chelsea Walsh (1:10:41)
Mm-hmm. Yep. That's
Thank you for having me.
Adam G. Katz
33:48
Yeah, so this is really cool. Copywriting, not copyright in terms of like, you know, when you write a piece of music and then you copyright the music, but writing copy is the art of writing persuasive text that persuasive words that get people to take action. And so the whole concept behind copywriting and advertising in general is that you can A -B test different words, right, to figure out what gives you the best response. So if I write one ad, as we call that, the A, and I use the word, the phrase, invest in your dog's happiness. And then I take the exact same ad with the exact same image and everything's the same, but I just changed the headline and I changed it to we can train any dog. So a recent test that I did, you know, you can run those two ads with Facebook or with Google, whatever you're using, and you can find which one gets the most clicks, which one gets the most sales just by changing. the words in one line of text, you can get three times the amount of sales or more from one versus the other. And so to me, it's still like magic. It's like, wow, I can figure this, I can figure out what words work better than other words and just by changing the words, I can make more money or I can reach more people or I can help more dog owners. It's crazy, it's like magic, right? So especially with Google Ads over the years, we were able to test and figure out and the sales letter that we used for dogproblems .com to sell the membership site, we did extensive testing with that. And so we figured out, you know, what are the money keywords? What are the keywords that get people to click and to take action? And so, and Facebook's an amazing platform for that because you can get so detailed. So it's minuscule detail. about what works and what doesn't work. So it's really pretty cool. The more you can study in master language, the better the communicator you're going to be and the better communicator you can be means that you can... You have more success with your clients, you can have more success with your love life, you can have more success with your business, with your family, with your kids. It affects everything. Like the words that you use, you know, changing, sometimes just one word can have a dramatic effect on the results that you get. And so for me, I'm very passionate about that.
Lianne Shinton
36:29
You're very passionate about this topic and I think it's something that most of us don't even think about. And nowadays I just use chat GPT and I think it's actually making me dumber. But I guess one question I had as we were starting to think about like text that's going to attract people to your business is, you know, knowing in the news, like they say, don't watch the news because the news.
Adam G. Katz
36:40
Hehehe.
Lianne Shinton
36:55
makes everybody negative. It's kind of falsified. And there's been studies that show that there's like a 63 percent higher click through rate and this and that if you're publishing negative news, if you're making people worried and stressed about tornadoes and terrorism and all that kind of stuff, people are going to watch. They're going to tune in. So I wonder. and you would probably be a good one to answer this, is there some way we could use that when we're trying to attract people without being too crass? But if we talked about like, hey, dog's getting hit by cars, you get training and you can avoid some of those things, dogs having foreign body surgery, is there something we could do kind of in the negative that would attract more people or would that maybe? get all the Karens upset and like unfollowing because we're talking about scary stuff.
Adam G. Katz
37:57
The answer is it depends. It depends on the context. So if I'm writing long copy, which is like, for example, if I push somebody to a landing page or maybe I give them a brochure, I want them to take something home and read about me or. If I'm being interviewed, like if I send out a press release, then yeah, I mean, conflict works great to get eyeballs. That's why you see so many of these Twitter threads just blow up because it's all about conflict, right? And the news, the news media loves conflict. So anytime that you can create conflict, that's a good thing for... in a certain context, right? So it depends. If I'm sending out a press release, maybe I'll invent, or not necessarily invent, but amplify or magnify a conflict that already exists. So for example, I've always been a balanced trainer, so I use tools to train dogs. I use prong collars, I use remote collars, I use choke chains, et cetera, et cetera. I use a crate. And the enemy to that are the purely positive trainers, and these are trainers who don't use any of those tools. They take a different approach, and I think that, I legitimately think it's... 90 % kind of a bullshit approach. There's maybe 10 % that is good. If you... put it in the right context, you know, puppy training stuff or certain types of temperaments, but in general, I think there's a lot of politics in dog training. And so what I'll do is I'll amplify that in the context of, you know, coming out as a white knight in my pressure releases to position myself as the person that's bringing you the real information, the actual dog training approach that's, you know, used by police dog trainers and search and rescue dog trainers and handicapped. dog trainers and stuff and isn't trying to sell you something to take advantage of you and rob you of your money, right? So there's, you're setting up a conflict there and the media loves that. The media loves if you come out and you've got an issue and you're angry about it and you're challenging about that. But I will say that in the context of your, for example, the copy, which is again the text on your website, I think there's a better approach and the better approach is simply, looking at how do you push their emotional hot buttons and talk to them in the language that they understand basically what we call enter the conversation in their mind, right? So... If you ask most of your dog training clients, before they're your dog training clients, they're just a prospect and they come to you and you say, what is it that you're looking for? And they usually have like one issue, like, he jumps up on me or he doesn't come when I call. So, okay, that's easy to fix. In general though, in addition to that, what else would really help you? And everyone pretty much says the same thing. They say, well, I just kind of want my dog to listen to me. I just want to get my dog to listen to me. Okay, so that's actually a headline that I've used. I listened to what people were saying and I used that as one of my headlines and it worked great. It's almost easy to a certain extent because what you're doing is you're listening to the language that they're using and you're entering the conversation in their head and I just want to get my dog to listen to me. And so you slap that headline on the top of your website. Here's how to get your attention. Nashville dog owners, here's how to get your dog to listen to you anywhere you go, right? And boom, it connects, they understand, you've just pushed their emotional hot button. And then the next process, of course, is using different tactics, like features and benefits, not just listing features, but also listing benefits. So the feature is you get to teach your dog to come on command. The benefit is that you never embarrass at the dog park again. You know, the feature is you get to teach the dog to lie down and stay down. The benefit is that you can take your dog with you to Starbucks and have him lie down. And when you go in to get a napkin or another bagel or something, you can come out, he's still going to be there, right? So, so features and benefits make your website more persuasive, make your advertising more persuasive. Testimonials written the right way, not the wrong way. The wrong way is, hey, Lianne's an amazing dog trainer, dot, dot, dot, Susan. L, right? And it's a picture of a dog that looks like you bought the picture from istockphoto .com. It's not credible. It doesn't persuade anybody, even if it's true, right? So what we do, we do a done for you dog training business website where we take care of all this stuff so you, the dog trainer, doesn't have to figure it out on your own. I've already A -B tested all this stuff and so we basically plugged your name and your photo and your services into my template that I've created and A -B tested and it works like gangbusters. So when you write testimonials, you want to have a picture of the owner and the dog so they can see that it's a real person and the client's first name and last name and the city and the state which... lends to credibility. It says, Hey, this is somebody that's actually in my, maybe in my neighborhood, definitely in my community. It's a real person. It's not just something that this dog trainer made up. This is completely not credible. Right? So you do testimonials the right way, not the wrong way. You incorporate social proof, you know, as seen on. XYZ magazine as seen in the something, the Beach Reporter, the XYZ Bulletin, voted number one dog trainer in Boise, Idaho for five years in a row. You put that on your website and that's social proof. It says to people, hey, it's not just. Adam saying, I'm the best dog trainer, you should come work with me. It's somebody else saying it. And so, for example, if you're walking down, you know, down a road and you end up walking behind two women and you kind of overhear the conversation and they happen to be talking about the best auto mechanic in Nashville. And they're like, this guy's incredible. And not only that, he's super cheap and he's super nice and I never have to wait. And they've got coffee in the lobby. They're just great, right? And I overhear them saying that, because they're not trying to sell me anything. Like they're not compromised. I'm like, hell yeah. If I need a mechanic, I'm going to go check out the guy that they were talking about, Jim Bob, right? But. If Jim Bob walks up to me on the street and says, hey, I'm a mechanic and I'm the best mechanic and blah, blah, blah, blah, blah. I professional dog trainer knows all of this stuff. Like if I pull on the leash at a certain time, the dog's gonna react this way instead of that way. Well, when it comes to marketing and advertising and copywriting, there are all these shortcuts and hacks you can use to get better results from your website and your advertisement and all of that. So the whole goal is that instead of having to spend a bunch of time and energy and money and you get 100 people who end up on your website and then one out of 100 calls you, what if you could just change what you have on the website, like the words and how you phrase things and go from like one in a hundred to like one in ten or maybe one in five. Where you've just 100 extra revenue without having to even spend any more money. So this copywriting stuff, strongly recommend that you look into and learn it because it's an applicable skill that will help all aspects of your life, but specifically your dog training business.
Lianne Shinton
46:17
Yeah, I've definitely experienced using content that my clients could relate to. I've done it wrong, where I say the word recall or reactivity and things like that, where my clients are like, what's a recall? And I'm like, yeah, of course they don't know what that is. You know, it's the come command. But how simple is that? But lesson learned.
Adam G. Katz
46:40
Absolutely. Yeah, yeah, you never want to use industry jargon. to non -industry people. It's like an in -group, out -group thing that industry jargon was kind of designed to help people in the group differentiate themselves from people outside the group. But when it comes to marketing and advertising, and that's fine when you're talking to other dog trainers, but when it comes to marketing and advertising, you want to speak the language of the client, of the average dog owner. And let's be honest, even when you're talking to other professional dog trainers, half the time, they don't know what those words mean anything, or they have different, different definitions than you do. So it's like, you know, you clear communication is so important and specifically words that push their emotional hot buttons so that, you know, you can get them to pick up the phone or text you or whatever means of contact that you're using. You can get them to take action. And so I've got a couple of books that I typically recommend to people who are just getting into it. Now, I'll give you a fair warning. Copywriting like anything else is a skill and it could take years to do. it really, really well. But at least if you know what good copy is, either you could, you know, make some improvements yourself or if you do hire a professional copywriter, at least you'll be able to see kind of what is good copy and what's not good copy. So one of the books I recommend is called Copywriting Secrets by a guy named Jim Edwards. You can get the book on Amazon .com. It's a really good book for people that don't know anything about copywriting. It'll really cover a lot of the basics. And the other one is called Cashvertising by a guy named Drew Eric Whitman. cash and advertising, cash for tizing. Also a really, really good book and that one's super easy to read. You could read it probably in a couple hours and knock that one out and at least get a basic understanding of what this copywriting stuff is. The number one mistake that new copywriters, specifically dog trainers make that I see when they try to improve the copy, the words on their website and their advertisement is that they write stuff that sounds like a spam email, right? It's like got a hundred exclamation points and it's this is the greatest thing you ever you know and it's too hypey so you have to learn how to to moderate to push their emotional hot buns without sounding like the guy that's coming out and screaming and yelling about how great your thing is because that doesn't actually sell anybody.
Lianne Shinton
49:13
It's fascinating. I'm more of an audiobook person, so I'm gonna have to look and see if I can just listen to those books, because I probably haven't read a book in like 70 years. So, yeah.
Adam G. Katz
49:22
Yeah, no, do it, do it. Especially the one by, I'm pretty sure the one by Jim Edwards is available as an audiobook. It's psychology. So I mean, if you like dog psychology, you probably like human psychology. And the more you learn about how the mind works and how you can influence people, the better marketer you're gonna be, the better business person you're gonna be. I'll give you another quick example. The law of reciprocity. There's another book called Influence by a guy named Robert Ciodini who was a researcher in the, I want to say late 80s and he found that there are seven core principles that you can use to influence people. One of them is the law of reciprocity and we're hardwired to kind of feel certain ways. Like for example, if I give you something, you're going to feel obligated to do something for me in return. or give me something in return. Like it's very hard to receive a gift and not want to actually. return the favor and give somebody else a gift or if somebody does a favor for you, it's hard to not then, you know, feel like you're kind of obligated to do a favor in return, unless you're a sociopath. But for most people, there's this law of reciprocity. And what these researchers found out was that not only is there a law of reciprocity, but you can do something small for somebody and then they can feel compelled to do something big. back for you. So the example that they gave in the book, they looked at this cult that used to be in all the airports in America. and the Colton members would go out in front of the airport and they would pick wild flowers. And they'd walk up to people in the airport and they'd gift them a flower and then they'd follow it up and say, and by the way, if you wouldn't mind donating to our church, we would really appreciate it. And they found that just doing that, giving them a little free gift, increased their donations by something like 400%. I mean, it was something really, really extraordinary how much more donations they got just by doing that. one little thing. So how do you use that as a dog trainer? One of the ways that I used it was people would come to our free consultation and it'd be hot outside and they'd walk into my little area and the first thing I'd do is I would offer them a free bottle of water. You know, it's hot outside, would you like a bottle of water? thank you so much. They go, they sit down, they enjoy the bottle of water. Well, what happens is I've just gifted them something. Now you've got that law for a supprocity working in your favor. Doesn't mean you're going to sign every client, but when it's like the difference between yes or no, just a little bit this way or a little bit that way, I want every little thing I can use to be working in my favor. So there's a lot of benefit to sitting human psychology in addition to dog psychology. I know everyone's a, you know, every pro dog trainer in their heart is a hobbyist and they want to spend all of their free time studying dog behavior. My advice is if you want to have a successful dog training business, it also requires studying human psychology as well because as you know, 90 % of this business is training the owner, not training the dog.
Lianne Shinton
52:42
Yes, absolutely it is. And yeah, it's like a bait word for me as a dog trainer. Like when you mentioned like, well, if you like dog psychology, you might like human psychology, you might like this book. I'm like, I'm totally getting that book now. Like, you know, I'm just, it's just fascinating to me. It's interesting to me. I always want to learn about stuff like that. So, and I think that we could probably start a cult too, just as a side business, because you keep mentioning this and I'm like, I feel like maybe this is like an aha moment.
Adam G. Katz
52:55
Yeah. This could be your next business, Lee.
Lianne Shinton
53:13
Well, I could keep it organized with our CRM and everything, like make sure we capture all those leads, put them in nurture and give them a flower. So.
Adam G. Katz
53:19
I'm a free flower I got from the back of my house. The other thing that I like is that I'm a very value oriented individual. I don't want to spend a dollar and get $1 of value. I want to spend a dollar and get $3 worth of value back. And in all my, every aspect of my life I'm like that, right? Like I only buy previously owned vehicles, cars, because I feel like, you know, let somebody else take the depreciation hit, you know, and then I could still get 90 % of the car's life and I'm getting it at a 30 % discount or a 50 % discount or whatever. So I like the value play. And that's what all this stuff kind of is, is it's saying like, okay, if I'm gonna invest whatever it is, a thousand bucks a month in my business, 2 ,000, 3 ,000 bucks a month. off, like how can I increase the value of the dollars that I'm spending to get back more value for my money? And that's what studying human psychology, specifically marketing and advertising does for you. It allows you to get more value for your money. And I love that.
Lianne Shinton
54:27
Yeah, you're definitely a numbers guy. See, I'm not a numbers guy, but it's nice to have you as part of our team, you know, supporting our dog training through the free Facebook group, through using, you know, Google ads, Facebook ads, your website development. It's great because you can look at things from a different perspective than I, because I'm like not a numbers guy, but everything I hear from you is you're definitely a numbers guy. No? OK.
Adam G. Katz
54:52
I'm not a numbers guy though, I'm a psychology guy. I mean, the numbers, they're important, right? I mean, you need to know some basic numbers, otherwise, you know, the money's gonna go out and you're gonna be left broke. But I'm very much more of a, I guess, psychology guy than I am a, like there's guys out there. You're probably more of a numbers person than you are, or an organization person.
Lianne Shinton
54:58
Yeah.
Adam G. Katz
55:16
then you're letting on. I mean, in order to run the type of software and business that you do, I would imagine you're very, very organized with columns and follow -up series and all that kind of stuff. And that is super important as well. And that's not really my strong point. So I think that what you're offering, because it automates so much of this stuff for the average dog training business owner, is a real gift because if you had to do that kind of stuff, and I don't have the temperament to do that kind of stuff, like I can write a follow -up series, but in terms of setting up the technical part of how to put that into play, I wanna work with someone like you who could do that for me, and specifically a system that we can put in place that will automate that process, and that's a huge part of this whole thing too, because if all you're doing is just trying to bring in a new lead, but you're not, not working the lead consistently, you're leaving 90 % of your money on the table. Meaning, if I get a lead and I call that lead back once and they don't answer the phone and I hang up and then I go on to the next lead and I never follow up with that first lead, I'm leaving a ton of money on the table. And so with your program, with your system and your software, you're able to automate so much of that follow -up sequence so that... I'm not having to kind of like keep everything super organized myself and do a lot of, the follow -up can be automated through text and through email and stuff. And so it's, what you're offering is a huge part of the marketing puzzle that dog trainers can use to... to make more money and to help more dog owners and to really reach their goal and to make running a business much easier. I mean if I had this when I was, you know, when I had my in -person dog training businesses, it would have made my life so much easier and it would have made all the marketing stuff that I'm talking about so much more effective too because you've got, you know, a back end and you're organized and all of it. So I think it's, I think what you're doing is great. I think it's a necessary component to every dog trainer's business.
Lianne Shinton
57:31
Yeah, in the past, you know, I ran Google ads with you and they were fantastic. I was getting so many leads, but I wasn't answering my phone. And so eventually I ended up building out a CRM that could help with that. So yeah, lead follow up, cause you can't just pay for leads and they come in and then you're like not converting them because it could be, you need sales training too, but it could also be that those leads are basically just going in the garbage. So that's definitely important.
Adam G. Katz
57:50
Yeah.
Lianne Shinton
58:00
I wanted to ask more about the Dog Trainer Toolbox and like where people can get started. You know, maybe they already have a website or maybe they don't. Maybe they're interested in Facebook ads. Maybe talk a little bit about that.
Adam G. Katz
58:12
Sure. So if you go to dogtrainertoolbox .com, you'll notice that there's a number of different services as well as information products. So for example, if you're just getting into the business and you don't know how to sell yourself on the phone or you don't know how to run an in -person consultation, or maybe you do, but you just want to be better at it, we've got information products you can purchase and then download and go through those. And a lot of those have actual real -life recordings of clients calling dog trainers. can hear other dog trainers like what they're doing right and what they're doing wrong. So it's pretty cool stuff to kind of get you on the right path because if... Again, if you pay for leads but then the leads come in and you answer the phone, hello, or you don't know how to talk to clients, you're not going to make sales. So we've got the info products. We've also got a number of services, some of which I offer myself and others that I refer you to because they're people that I've worked with or my friends or clients have worked with them and said, hey, we've got a really good result. So for example, I'm not currently running Google Ads, but if you go to dogtrainertoolbox .com, you can click on the link. box that says Google Ads and I'll send you, you put your email in and I'll send you, I'll connect you to the guy that I do recommend who is running Google Ads and does a really good job. As far as where to get started, really I think the foundation for everything is your website because if you're running Google Ads, if you're running Facebook Ads, if you're doing... veterinary clinic networking, if you're doing cold walk -ups or if you're doing on the street side training and people are rolling down their window and you're giving them your business card, eventually they always end up on your website. So the better your website converts, the more money you're going to make, the more consultations you're going to book. It just makes everything else that you're doing work better. I get people who are like, well, can't I just like copy your demo site and I'll change it a little bit? I mean, in theory you could, but every single time that I've looked at the people who do that. They're really, they don't understand like the why behind why it works and they miss that when they try and copy it. And then also typically like the spacing's all wrong and just doesn't end up looking like a professional business website. So we've got that, we've got that offer, the Done For Your Dog Training Business website so that you get up and running from day one and everything on the website's already been A, B tested to get you the best response possible. And it's almost like having an unfair advantage. over a lot of the other dog training businesses in your market because if they spend a dollar to bring traffic and you spend a dollar to bring traffic to your website, your website is gonna be converting so much better than theirs is. So that's for starters. Google Ads is great. Google Ads, you're getting really high quality traffic. You're getting people who are actively looking for what it is that you have to sell, who are clicking on a link and coming to your website, and then hopefully your website persuades them. So Google Ads is great. The downside to Google Ads at this point in time is that literally every dog trainer is using it, and it's super expensive. So even back when I was running the Google Ads, you're paying an average of $2 to $6 per click, and I know in a lot of markets, It's now it's even more expensive than that. So you know you think about it like somebody clicks and that's like that could be dinner for you and your wife at Taco Bell, you know, that's which isn't cheap anymore either but right so, you know some markets like Las Vegas you could easily spend 12 to 14 bucks per click for the money keywords and those are the ones that you want right? Those are the ones that really move your needle. You don't want to advertise, you know for a keyword that's like a Filipina dog trainer who wears red tennis shoes and trains. at the Main Street Park because you're gonna get like, you know, one click a year and yeah, you're gonna get it for a nickel but it's probably not gonna convert. You wanna go after those money keywords, the ones that really, really move the needle. Like... dog trainer near me, dog obedience training near me, dog training, dog trainer, those types of keywords. And there's a lot of them, right, that you want to focus on. And so because they work so well, and it's basically an auction, you're bidding against all the other people who are bidding on those keywords too. And so it could become very, very expensive just to run the ads. And if you don't know what you're doing, you're going up against people who are professional ad managers who do know what they're doing. And so, for example, if you've been on the keyword dog training, right, Google has a high likelihood of showing your ad when somebody types in dog training book or dog training leash or whatever, right? And you're not selling a dog training book, you're selling dog training, you know. services, right? And so the professional ad manager, he knows how to run a negative keyword list and make it so that if somebody types in dog training book, your ad doesn't show and you're not wasting the four to six dollars per click on that, you know, having that ad show for that. So there's a real benefit in working with a professional. Same thing with Facebook ads. So what I like about Facebook ads is that click for click, you can buy clicks, you can buy leads for about 30 to 70 % less than you can with Google Ads. So for example, Google Ads in a certain market you might be spending six, eight dollars per click. In the same market, you might be spending anywhere from 40 to 70 cents per click. So it's significantly less expensive. That being said, people go to Facebook to look at kitty videos and to screw around with their friends and argue about politics. They're not going to actively look for what you have to sell. They're not going to Facebook for that and that's why you need to use the right... the right words in your advertisement to actually hook something. So it's kind of like a school of fish swimming by and you need to use your ad to hook those and pull those in. But you can pull those in for much cheaper than you can with Google. So on average with Google we're seeing a cost per lead of anywhere from $40 to $60. Again, depends on the market, depends on the... the keywords that you're targeting, but in general $40 to $60 per lead. With Facebook we're seeing an average of about $10 per lead. So it's significantly more affordable. And so there's a lot of opportunity there. Now that has to, what also has, you have to weigh is that the quality of the leads with Google is typically better. which, you know, again, but you're paying for that. So there's a little bit of a difference there per lead, but the leads are so much cheaper that you end up coming out ahead. And we have several clients now who've completely stopped running their Google ad campaigns. and are only running Facebook campaigns because it's working so well for them. Now, do I recommend that? No, I think that if you have the staff, if you can handle the volume of leads, do both. You know, as long as you're getting a good return on investment, you know, if you're spending a dollar and you're getting $3 back, or if you're spending a dollar and you're getting $10 back, keep doing that. Don't stop doing that, right? But what I am saying is that it's a really good idea to not have all your eggs in the Google basket and to at least test and diversify getting leads from different sources. And Facebook is one of those that I found right now is working really well. You know, next year it might be TikTok, it might be something else that comes up. It might be Twitter, who knows what. But for right now we're getting really good results with Facebook ads. So if you're interested in that, go to dogtrainertoolbox .com, click on the box that says Facebook ads, and you can test it for really pretty cheap. And the other thing is the way that I do it, which is different from a lot of other people, because I've been a dog trainer myself, I don't do any long -term contracts because I know that all marketing all advertising is always a test and so you can run it for a month very inexpensively compared to Google Ads And see if it works, right? And if it works it gets a good return on investment It typically continues to work month over month If it doesn't work you shut it off and then deploy the money elsewhere in testing something else So what you're doing is a business owners as a doctoring business owner. You're constantly collecting different things that that feed you leads right so that you're not dependent upon any one lead source because any one lead source can dry up you know typically over a period of months but can dry up at any time or maybe your ad account gets banned because Google just arbitrarily decides that you did something wrong even though you didn't that happens so it's really really a good idea to to not have all your eggs in one basket and diversify your lead inflow.
Lianne Shinton
1:07:23
Yeah, and as you say that, that you don't have the contract, you know, you can go month to month. I think for dog trainers out there, if you're doing well right now, everything's going good, you're very happy with the income you're making, it might be a good time to explore doing some Facebook ads so that if there is that ebb and flow that tends to happen in the dog trainer world, you can contact Adam and say, turn my Facebook ads on, I need them right now. or I wanna grow, I wanna have more staff, you know, I really wanna turn my receptionist wants to be a trainer, like I wanna double my training clients. So you'd be able to just turn those ads on and off kind of, I assume.
Adam G. Katz
1:08:04
Yeah, to some extent, I mean, you're always, what's gonna happen is you're gonna... If you work with someone like me, you don't have the month -in -month contract, but if you have a campaign that works, you probably want to continue to have it running even if you dial down the ad spend because you're paying to hold the territory. So, for example, I only take one client per market. I was thinking about not doing that for Facebook ads because in theory you can run several different clients in the same market and it shouldn't matter so much, but... I've A, B tested one specific set of ads that work really, really well. And so to bring on additional dog training clients, sorry, that came out funny, additional dog training clients in the same market. it becomes a little bit of a problem because it's like now I need two sets of ads that work equally well otherwise one is getting more of an advantage than the other client. So really what I've decided to do is just take on one client per market and so once you hire me for markets like a city typically or a territory like a part of a city if it's a mega city like a Dallas or Los Angeles maybe you get the part of the city that you can reliably service. reliably cover. and then somebody else can take the other part of the city. So for example, if you're in the South Bay and somebody else is in the North Bay, then that doesn't matter. But for medium to smaller size cities, typically you're gonna have one dog trainer per market. And so because of that, you're paying not only for the ads, but also the management fee goes towards locking up your territory. So once you have me or whoever you're working with that's good, you wanna hold onto them so that your competition doesn't end up using that person. And then, And when you're ready to turn it back on, you're like, hey, sorry, this guy's been paying me and I can't just turn him off because he's been paying me and go back to working with you. So if you find somebody, my advice is at least continue to run the campaign enough to cover the costs of keeping that person because there's a lot of people advertising now to the dog trading industry. And I see people coming in every week because what happens is these marketing gurus, they use dog training as a good example. They're like, here's an industry that's great for becoming an agency. And you see these guys that they go to a weekend seminar and then suddenly they're a dog training marketing professional, right? And they're offering their services for Google Ads and for SEO and for all this stuff. And they're learning on your dime. They really don't know what the hell they're doing, right? And so you get a lot of these people come in and typically those guys want to lock you into a long -term contract because there should be is it just takes some time for it to work and it really doesn't. I mean within 30 days you should pretty much know I mean sometimes there'll be a campaign that's kind of like it's kind of iffy it's kind of on the borderline let's maybe run it for an additional month and see how it does see if we can kind of get it together and dial it in to get it to work even better but for the most part like if it's just dead and you're not getting If you work with me, you're gonna get leads. The question is how many leads do you get and how much profit do you make from those leads? But generally speaking, you're gonna know by the end of the first 30 days, does it make sense to continue this or should I turn it off and deploy the money somewhere else? So if it works well, in my opinion, you should... keep that stuff in place and continue to use that ad manager even if it just means turning it down and you're paying to just kind of cover the cost of the campaign in order to hold that territory. Otherwise your competition is going to be using them.
Lianne Shinton
1:11:53
Yeah, that's pretty exciting that you can get results in 30 days. That's fantastic.
Adam G. Katz
1:12:00
Yeah, if it works, you start getting leads within the first couple of days. And sometimes there's some tweaking, but usually by the end of the first 30 days, you kind of know like, okay, does this work or does this not work? By the way, also, I've been finding success with two types of Facebook ad campaigns. One of them is called lead campaigns, where...
Lianne Shinton
1:12:06
Wow.
Adam G. Katz
1:12:22
Basically the person clicks on the ad and then there's a form that pops up and they enter their information or in some cases Facebook pre -populates their information which is kind of tricky but it pre -populates their information and then we have them enter, excuse me, we have them enter a couple of... personal details like what's your dog's name, that type of thing, just to make sure that they're awake and they're a real person, not a bot. And then they fill that out and then they press send and then Facebook basically sends you the lead, right? And so they never actually hit your website. So that's the first way that we run these campaigns. And then the second way that we run the campaigns is just a strict traffic campaign where they click on the ad on Facebook. and then it takes them to your website and then your website closes them. And I found that both work and both don't work. So typically what we'll do is we'll start out depending on the qualities of the different market and the individual dog trainer, whether or not they have a dog training website that converts traffic really well, like our Done For You dog training business website does, or not. So if they do have a good website, typically I'll start off by sending the traffic to their homepage. But other clients, maybe I try it with the lead ads first and if that doesn't work then we switch it over to the traffic campaign. So they both work and they both don't work depending on the market and the individual dog trainer.
Lianne Shinton
1:13:49
That's fantastic information. So we are almost getting to the hour here and there's one thing I wanted to ask you because you're funny and I remember you telling me this story once and I wanted to see if you could share like a funny story from your experience as a dog trainer, but I do have one that comes to mind. So I'm hoping it's that one that you're going to share, but if you've got another one, I'm totally excited to hear it.
Adam G. Katz
1:14:01
Funny looking. Huh? Okay, well give me a hand. I'm not sure which one you're...
Lianne Shinton
1:14:21
There was a Chihuahua in a park with a cup and a Dasani water.
Adam G. Katz
1:14:27
Yeah, yeah, yeah, I got it. So a very frou -frou woman shows up at the park. I was running one -on -one private dog training lessons from a local park in Los Angeles. And she shows up and she's got this little chihuahua or some little dog, I can't remember. And she shows up and she was like this classic stereotype of this. uppity white woman, I hate saying that but let's be honest, uppity white woman who's uptight and stuff and she's got her little goosey bag and she's got the dog's, I don't know, the dog had a little outfit on or some bullshit and she's got her Evian water bottle and she's got the little cup, you know, just in case the dog gets thirsty, you know, for our, during our one hour session, you know, if the dog gets thirsty or something she's got this and she's got the bag over her shoulder and the leash and and the husband in tow and the husband is completely disinterested. He's playing with his, I don't remember if he was playing with his phone or playing with something, right? Completely not paying attention, just yes dear, yes, no dear, yes dear, following us around. And so we're in the middle of the park and of course the dog defecates, right? And she like, and then she keeps walking and I'm like. You know, you need to clean that up. This is like my office. We don't want somebody stepping in it. And she gets so flustered and she's so nervous. I don't know why, because I don't think like I'm a super intimidating guy or something, but she gets so flustered and so nervous. She goes, and she says, well, I didn't bring a bag. And so like, I'm like, well, like. maybe use the cup like the water that you've got the Evian bottle water, the Evian water and the cup, dump the water out of the cup. And in my mind, I'm thinking dump the water out of the cup and use the cup as a shovel, right? To pick out the poop and then throw the cup away. So she says, yeah, good idea. So she dumps the water out of the cup and sets the water bottle down and reaches down with her bare hands and picks up the poop and proceeds to put it into the cup. And I react, right? Now, the husband's not paying attention at this point, right? Or maybe that's just normal for them. And I'm like, my God, that's, what are you doing? What are you doing? And she gets super defensive and she goes, what, what? I'm like, use the cup as a shovel, you idiot. Don't use your bare hands. That's disgusting. And so the husband who now doesn't want to seem like he's, Also an idiot says, honey, what are you doing, what are you doing? So then she redirects and gets defensive towards him and she says, what, what, what do you think is gonna happen once we have kids? You don't think there's gonna be like poop on the floor and you're gonna have to pick it up with your bare hands? And I was like, my God, I need to start a mail order company so I can get away from working with these kind of people. Gonna start something up with this new internet thing. Gonna make myself six million dollars. Never have to deal with dog owners again because these people, as you know, don't tell me you don't know, these people are fucking crazy because you're dealing with the general public just like you would in any retail business. You have some amazing, wonderful people, but you also have people that are just fucking nuts. And that's just the way that is. So that was one. I mean, really, I had so many colorful characters. I had a woman who, I didn't realize it at the time, but she was like one of the top porn stars. come and be like my client and apparently she had a crush on me and she took me out to dinner and I just thought it was like, hey, take a dog trainer out to dinner kind of thing. And then I come to find out she's like this porn star and stuff. She didn't look like it. Like, you know, she dressed down, you know, wore like the glasses and stuff and you know, and so I, you know, I was this innocent kid. So I had a guy that was like the captain of the Kings, the hockey team. and his like Jerry Maguire like agent and just all kinds of interesting people. I had one guy that had been like a professional pool player and gambler and he had some kind of condition and he had like large chunks of skin falling off his arms. And I had another couple, they came to me like on a Friday, paid for the program, young couple, good looking couple. being a little bit rough around the edges, but nothing abnormal. And they go home, they finish the lesson on Friday, they go home on Saturday night, or they go home after the lesson, and then on Saturday night, they get into an argument, he pulls out a gun, shoots her in the head, puts the gun in his mouth, swallows the bullet, kills himself. And then the weirdest thing is that the following Tuesday, The brother who was a truck driver, like a long haul truck driver who lived with them, calls me on the phone and wants to know if he can get the money back for the unused dog training lessons. And it wasn't that much, it was like 600 bucks maybe. And I was like, how far down the list does the dog trainer have to, your brother and his wife just killed themselves in your house. And how far down the list does the dog trainer have to be of money? And I just told him like, You know, you can use the credit and bring the dog in, but no, we don't offer refunds. And he was like, okay, well, I'm pretty good with dogs anyways, so I think I'll just train it myself. Thank you. And I was in such shock, I thought this must be some scam just to get their money back or something. But no, I called the Toronto Police Department, confirmed the whole story. It was as reported and just, just weird, weird stuff. So I had my limit around year seven. For me, that was like as much as I could take of dealing with the general public. Because I'm an extroverted introvert and I really don't like people so much unless, not like you obviously, but like the general public, I don't like being around the general public. Pretty happy just being in my little cave here and doing what I do best. So to those of you who love working with people, I salute you. My hat's off to you. You're doing the Lord's work.
Lianne Shinton
1:20:53
Yeah. I think you have a bit more of a wild ride than some of the rest of us. I gotta say though that the Sony poop cup story, I've kinda like told a few people that as if it's my own because it's so funny. Like how you recoiled in disgust when she like scooped it up and put it in the cup. That's what we do.
Adam G. Katz
1:21:16
Yeah, and then the husband like, keyed off me, right? Like the husband probably would have just ignored it and was like, yeah, she's doing crazy shit like this all the time. But like when he realized that I was like recoiling in horror, he wanted to be kind of like on my side of the issue, not on hers, which big mistake to those of you who are married, big mistake, always side with your wife. But.
Lianne Shinton
1:21:23
shit. I can't. Yeah. Yeah. Hahaha! Yeah, that one's fantastic. Yeah. Awesome.
Adam G. Katz
1:21:41
Yeah, so, anyways, hopefully this has been helpful and like I said, anybody who's interested in growing their dog training business, check out dogtrainingtoolbox .com and definitely follow up with Lianne if you haven't already because I think her programs, her software, her offer is really a winner in helping you really manage and grow your dog training business as well.
Lianne Shinton
1:22:04
And what's that free group again? The Doc Trainer in Marketing.
Adam G. Katz
1:22:07
If you go to Facebook, it's the Dog Trainer Marketing Group. You'll see a picture of me with the Dutch Shepherd. And all you gotta do is click join. It'll ask you a couple of questions to make sure you're not a bot. And it's free and it's a super resource because we've got some members that are doing well over a million dollars. Some of them are doing two million dollars a year. And it's just awesome to be able to, especially if you're new, to get in there and get answers from.
Lianne Shinton
1:22:21
It is.
Adam G. Katz
1:22:33
not only myself but other people who are currently doing it with their dog training business. So super resource and the best part it's free. Also if you haven't yet check out Katz on Marketing, K -A -T -Z, Katz on Marketing on YouTube, that's my YouTube channel. I've got over 300 videos at this point on the art and science of starting and growing a dog training business. And again you can watch it in your living room, it's completely free. And it's, if I do say so myself, it's a wealth of information.
Lianne Shinton
1:22:39
Yeah, just the other. Yeah, absolutely. And just the other day, like you're very interactive on that Facebook group. And I love like, I think it was Mike Joseph posted something about like how to deal with the objection of like, I got to talk to my husband and you, I think you made a video like to help. And that's the thing. You're not just like using chat GPT to respond to us and try to help us. You're getting out there and helping us with real words and you know, real responses and video responses as well. So that's really appreciated. Yeah.
Adam G. Katz
1:23:28
I'm the best, yeah.
Lianne Shinton
1:23:30
Well, thanks everybody for watching. I'm again, Lianne Shinton, the host and owner of Pet Biz Experts CRM. And thank you, Adam, so much from the Dog Trainer Toolbox. Awesome.
Adam G. Katz
1:23:39
My pleasure. Thanks, guys.

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