The Power of Mondioring with

Travis Lloyd

February 3, 2026

95 min

Automation Dogs Podcast

About this episode

In this engaging conversation, Lianne Shinton and Travis Lloyd explore the intersection of dog training and business insights, focusing on the benefits of Mondioring. They discuss practical applications of sport training techniques in pet training, emphasizing the importance of calm leash walking, clear criteria, and emotional experiences in learning.

"These are the things that we handle like reactivity issues with dogs or aggression."

— Cameron Davis

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Full conversation

Transcript

Lianne Shinton (00:01)

Hey everybody and welcome. So I'm Lianne Shinton from Automation Dogs. We run a CRM software for dog trainers to help them sell more dog training, be better at getting back to their leads through using automation. My podcast though is about a lot of things, but it's more about the business side of running a dog training business and helping our clients and helping our businesses. But today,

I'm so excited because we're going to shift a little bit. We're still going to focus on talking about helping your business, but we're going to talk about dog training a bit, which I love because we're going to talk a little bit about Mondia ring, which is sort of my one favorite sport. And joining us today is Travis Lloyd. Hi, Travis. Hi, from Ridgeside Canine. Ash to boobler. No.

Travis Lloyd (00:47)

Hi.

Astibula. Astibula. Yep.

Lianne Shinton (01:02)

Okay. I was so close. will. Okay. Now I had Travis on my podcast recently because we were talking about the professional canine development conference that was just held in Ohio, ⁓ that Sam Given put on and professional canine put on. And in that podcast, Travis said something, maybe it was after we were talking after and, man, you said something like the correlation, like the

Travis Lloyd (01:04)

You were very close.

Lianne Shinton (01:32)

what we learned in Mondial Ring and how it helps us train pet dogs, right?

Travis Lloyd (01:38)

Yep. Like being involved in sport, Mondial Ring specifically has there is so much cross pollination between everything else that I do. For me, Mondial Ring is the closest sport to real police work. Like they have very, very similar ⁓ requirements. They have a real area search, sin discrimination.

⁓ Also, if you think about a Mondia ring dog, if you can teach a Mondia ring dog to do XYZ, we'll get into that. You have service dog tasks, right? The retrieve, for example, if you can do a Mondia ring retrieve. You can do a service dog retrieve and then with the generalization that that sport requires ⁓ and the troubleshooting to be able to take that and apply it to pet training has been.

Lianne Shinton (02:15)

Mm-hmm. Mm-hmm.

Travis Lloyd (02:35)

incredibly helpful. The sport has just made me a well-rounded trainer, not just a sport trainer.

Lianne Shinton (02:48)

I think for me too, the coaches, the mentors in the Mondial Ring world that I was lucky enough to surround myself with were amazing, are amazing. And I'm always wanting to learn more and evolve and be around people that are better than me. And ⁓ man, Mondial Ring, there's some big talent there.

Travis Lloyd (03:16)

Huge, huge. Some of the, I would say some of the most talented trainers, ⁓ I think it's the most difficult sport. It's a trainer sport.

Lianne Shinton (03:17)

Yeah.

Yeah, yeah, most of the people that were in my club and that I saw, they were trainers. Like you got to be all in and just to have that mindset of I'm just doing this for fun. Like when you go from level one to level two, it's so much more extreme than going I found from level two to level three. So level one, you know, just kind of like getting a B.H.

It's so different once you get to that level too.

Travis Lloyd (04:02)

So just for everybody that's listening, a BH is like an entrance exam into a sport called Shutzin. It's like a temperament test essentially. So they have those types of things in most sports where PSA, they have something called PDC. That's the entry level to get into that. In French ring and Mondial ring, we have a Brevet, which is the equivalent of RBH or PDC.

Lianne Shinton (04:10)

Mm-hmm.

Travis Lloyd (04:29)

And then, you know, if you were going to get into AKC sports and obedience, things like that, I'd say it's like equivalent to like a CGC for that. ⁓ so for anybody who's listening and doesn't understand the lingo, that's what we're talking about.

Lianne Shinton (04:45)

Thank you, Travis. So I was thinking maybe we could share on and kind of talk about some of the things that we use actionably in Mondial Ring and how they do directly correlate to service dog or pet dog training, police dog work, like some of the specifics, just because I think it's amazing the things that I learned.

Travis Lloyd (04:46)

Yep.

Lianne Shinton (05:15)

I've been training dogs for like 33 years and when I found Mondio Ring, was more recently, like Flirt just turned 10 the other day and she is my Mondio Ring dog. So I've only been doing the Mondio thing for the last 10 years, but it changed my entire way of training fricking dogs. And I got so excited about it too. It was really like refreshing.

Travis Lloyd (05:42)

Mm hmm. Yeah, I I come home from I do lessons with Todd like twice a week private lessons with him outside of club days. And. ⁓ It's it's for my sport dog, but every time I come home from my lesson, especially the way he coaches, he likes to ask you a lot of questions, right? Well, why did the dog do that? Why do you think that happened? Every time I come home from a lesson with him.

I bring something home to pet training. This morning we were just talking about, I have this aggressive Chihuahua here. Like this dog, it's the most aggressive dog that this vet clinic country doctor sees. Like this dog's terrible. ⁓ So today I was telling our trainers, we were talking about an extinction burst, right? And this is something that I've learned through sports.

So what an extinction burst is, is a behavior that we're trying to build so strong that it is almost impossible to break. So for example, if you see a PSA dog healing in the level threes and there is total chaos going around them, the dog is doing that because of a reinforcement schedule that built an extinction burst. Like it is so hard to break that dog out of the heel.

because of the way it's been trained and reinforced in that behavior. ⁓ An extinction burst, the way I can explain it for humans is we've all done this. We're in probably the same generation, grew up in the same era. So with a credit card, if you ran your credit card and it didn't work, you'd be like, run it again. And then you'd run it again. ⁓ it didn't work, run it again. All right, blow it off, wipe it off, run it again. Put a plastic bag on it.

run it again, type the number in. Even after that, it still doesn't work. Well, now I'm gonna call the bank, right? And then they have to reissue me one. I'm not gonna say, well, hey, that's it. I'm never gonna use a credit card again. Like we've probably, I don't know how many times that's happened throughout my life, but that's what an extinction burst is. And I think it's something that everybody can understand if you put it that way. Well, going back to this pet.

we're talking about an extinction burst. And I'm saying like, okay, look how he's improving. Look how he's improving. We're letting him in the crate, out of the crate, in the crate, out of the crate. Well, the thing is like the extinction burst can go the other way as well, right? If the dog has had a self rewarding behavior, it's still being reinforced. Even though you haven't reinforced a heel or a sit that you're trying to create an extinction burst for. This dog,

has created its own extinction burst. Well, we're gaining this progress in this kennel going in and out, in and out with the reactivity, but it's happened for so long, boom, it'll just flare up. That extinction burst will come back and come back. And that's where you have to go into counter conditioning. And that's a very nerdy explanation of sport correlating to training, but that's exactly what we talked about just this morning.

And I'll nerd out and kind of like explain stuff like that to the people I work with just because I love that.

Lianne Shinton (09:05)

Yeah, I'm hoping you can nerd out today because I would love to talk about like things. I've got a few written down here that were very impactful for me. And I started implementing hardcore in my pet dog training, really leaned into it. But if you can nerd out on, you know, these things that I can share on, that would probably be amazing if you see them kind of the same way I do, of course. One is gosh.

Travis Lloyd (09:28)

Yeah, for sure.

Lianne Shinton (09:35)

When I learned about transporting a dog from an exercise, the retrieve to the little wood exercise, I had to get that dog to like calm down. We're going to the next exercise and teaching just a basic walk next to me, not a fancy prancy competition heel that she can only do for like five minutes. I mean, just a calm.

walk next to me, reset, because we're gonna go to the next exercise. And I wanted to talk about that calm leash walking, because when I was taught, it was always like, keep the dog looking happy, keep him happy, keep him focused. And I really think that having calm leash walking is more important to pet dog owners than a dog that's super focused. What's your take on that?

Travis Lloyd (10:32)

man, this is such a good one. I can say so much about this. So that's really good. So for pet dogs, right, we're trying to do the opposite with sport dogs, right? We do, we want them prancing when we're telling them, hey, we're doing our healing, like this is our healing part of the routine. So in Mondial ring, we go from one routine to another, healing jumps, bite, retrieve, whatever.

Well, we build engagement strategies, right? So how we build our engagement is we're telling the dog, hey, when we say this, you engage with us for a certain amount of time. So we're like, ready, you engage with us. When the engagement's over, we need that dog to cap and move to the next thing. We don't want engagement from healing to the little woods, right? I just want you to like stay near me and cap some of that drive.

Lianne Shinton (11:15)

you

Travis Lloyd (11:26)

Well, there's an art to that in Mondia ring and we can go all into that, at least how I've learned it from Todd. But with the pets specifically, there are, there's sport trainers that may not understand that. There's pet trainers that may not understand that. When I first got, was trying to merge the two worlds, I would do the same thing. I would come in here and I'm like, every dog has to do a Schutzen type of heel. And I'm like focused on position and

Lianne Shinton (11:53)

Yeah.

Travis Lloyd (11:55)

energy and enthusiasm where that can be toxic for a pet owner, right? They don't need their dog in that heightened drive state. You have to learn how to cap drive and that's something that you learn through sport as well. So there's things in Mondio Ring where we have exercises where we want the dogs to be flatter and when I say flat, I'm tending to mean like they're...

Lianne Shinton (12:18)

Yes.

Travis Lloyd (12:21)

Energy level or maybe the dopamine production in their brain is just kind of leveled out instead of spiking ⁓ So there's exercises like our change of positions. We don't want the dogs Vibrating and buzzed up in anticipation of what's to come next. We want a more stable dog Versus in a heel. Yeah, maybe we want that dog to be very prancy or in their jump. We want that energy level there ⁓

So there's a time and a place to create that. And especially with pet dogs, can go too far in either direction. So for a pet dog that is flat already, I can take the same stuff that I learned in Mondio Ring, and I know how to bring that dog's emotional state up. So if there's a dog that's like,

Lianne Shinton (13:09)

Mm.

Travis Lloyd (13:21)

asleep, it's not very motivated, it's not very energetic. That is a dog that I would apply some more engagement, some spins, some chase games, right? And try to bring them up and get enthusiastic about what we're doing, where most pets, people don't usually come to us with those dogs. They usually come to us with a dog that's jumping and pulling and already has this high level of energy.

Lianne Shinton (13:48)

You

Travis Lloyd (13:51)

where that's what we want in sport, but if you know how to do that in Mondia ring, you should know how to do the opposite with the pet. You just do the opposite thing. So for the pet, I would probably do some like negative reinforcement training where it was much slower and stiller and calmer and flatter. Like my rewards wouldn't be as exciting with pets. just do a lot of chill.

People don't really want a, they want their pets to be calm, chill, be able to take them places. So I really try to just slow the pets down with, like I said, like negative reinforcement. I do much slower things. Good. Calm walking. I really don't try to do a lot of play in our obedience.

Lianne Shinton (14:28)

Exactly.

Travis Lloyd (14:47)

like if that makes sense. It's not that I don't play with dogs that I train, I do, but I'm not gonna, you know, play with the prey drive pity with a ball when I'm teaching him to heel because that would be the opposite of what I'm trying to do. I'm trying to teach this dog to be calm, right? Not, hey, I'm in a heel, I'm in a heel, when's the ball gonna come? When is the chase game gonna come? I don't want the dog to think that that's what's gonna happen.

Lianne Shinton (15:16)

duration too. You can practice a calm exercise, like just walk next to me in a calm way for a long period of time to where the dog says, this is so boring. It's like, exactly. That's what I was going for. Versus if you're playing ball with a dog or doing a fancy prancy heel or something like that, you have to keep shorter duration so you can keep the mindset very activated for that shorter duration. But something like a long

just boring. Yep, that's it. You got it now.

Travis Lloyd (15:50)

Exactly. Yes. Very good point. Yeah. Like in sport dogs, it's very, very incremental training. Like my dog that I'm training to heal now, like, I mean, our healing training is like maybe a minute, maybe one minute of teaching this dog to heal. ⁓ and then it's very excited where like this pet that I'm going to pull out this morning.

we're probably gonna heal for like 20 minutes, just walking around the training center, just like you said, until they're basically, I don't wanna say bored, but it's not very exciting. It's just like, hey, just stay next to me and we'll go walk.

Lianne Shinton (16:38)

I think we've been talking too with the word heel. What I just wanted to clarify, like for me, when I ask flirt, we're gonna do some hailing, that's her fancy prancy word. But if I just want her to walk next to me, I use a different word. That's important. Obviously we're not gonna use the same word, but it's the same similar behavior. They're dogs sort of in the same position, but it's a totally different mindset. I use a different word and I know some trainers will actually teach the calm one on the right side.

or the fancy one on the right side and the calm one on the left side just to really maybe be as clear as possible to the dog like this is a calm one.

Travis Lloyd (17:15)

Do you know who Tommy Vershron is? So, my God, I love Tommy so much. Like his dog, so his dog will go from focused heel to flat walk heel to contact heel. And he can channel through all three of them in different commands. And you can see the drive state literally changing and the dog's position changes. Where like my focus heel and my contact heel look very the same.

Lianne Shinton (17:19)

Absolutely. Great decoy.

Travis Lloyd (17:44)

because they just kind of went together. like, even when I tell my dog focus heel, he's like pushing me so hard to the right because of the contact heel, which you see a lot in Mondial ring actually. But I'm so like this puppy that I'm raising. I really want to emulate Tommy's dog. I love the way that guy trains.

Lianne Shinton (17:57)

Yeah.

Yeah.

Yeah. And you just brought in another, you know, heel exercise, the contact heel for the defensive handler, I assume you're talking about there. And yeah, yeah, that's where I have a bit of trauma. My dog has put me in the hospital because she's fast and she bites fast. And so I've been bit a couple of times and at the world level,

Travis Lloyd (18:17)

Mm-hmm.

Lianne Shinton (18:35)

I was in Poland and she left me in the contact heel, the defense of Handler. And I can't tell you how relieved I was. I knew that I was going to lose. I was actually though, I had so much PTSD from her. I'm gonna get a face bite. I'm gonna get a face bite that I was like, I just didn't have the guts. So yeah, she's a crazy, crazy girl.

Travis Lloyd (18:57)

⁓ there.

Well, so I started doing the contact heel with my puppy, right? I've been doing it a little bit differently. I just bought Nino's course actually. Just because I really like, I like a lot of his obedience and I want to know some of his tricks. that, obviously I'm going to omit a lot of that stuff from the Monty O'Ring program too, but.

So I've been messing with the contact heel a little bit differently and I'm telling I go to my lesson I'm telling Todd I'm like, yes, I'm working on the contact heel and he's like for what? And I said, well, you know for the defense and he's like, you don't need it and So I came home and I'm talking to Kayla about it too. I'm like, hey Kayla, you know Todd said I don't need the Contact heel and she's like why not and I was like he just

He said, I don't need it. didn't teach it to his dog. I don't need it for the defense. So, ⁓ yeah, I'm contemplating on scrapping it just because with this dog, I'm going to be very ⁓ by the book. Like I'm not deviating. If Todd's telling me to do it, I'm not going to deviate from it. Like I want to get where I'm going. And like, I know this is the fastest route. I've tried to do.

Lianne Shinton (20:10)

Hmm. Yeah.

Travis Lloyd (20:21)

You know, I've tried to take lessons and say, okay, well, I'm going to take that in, but I'm going to go home and kind of do like put my spices in there too. And like do it how I've been taught to do it. Or I think that this is going to be better. Right. I've also watched three dogs now and like, have a good one and I'm not deviating from the program. I'm just not, I'm taking it very seriously.

right, wrong, good, bad, indifferent, I don't care. Like, I am staying the course. Whatever Todd is telling me to do, I'm doing it with my dog. I'm, like...

Lianne Shinton (20:59)

Smart, smart, because he's

one of the goats, know, the greatest of all time. He is one of the goats. When I was in Poland, he was there. I was the chair of the International Committee of the Mondial Ring, USMRA, and he was qualified. We qualified him for the level three and then Basque, you know, he had an injury and it was very, it sucked. So yeah, I never got, I've seen him compete at the national level, but I didn't get to see him play yet.

Travis Lloyd (21:05)

guess.

Lianne Shinton (21:28)

the world level when I was there, sadly.

Travis Lloyd (21:32)

⁓ So back to kind of just speaking about Todd. So we're talking about ⁓ like our recall, our retrieve, ⁓ recall, retrieve and healing, right? So with this dog, what I'm doing is everything is gonna be returned to heal, right? So you retrieve, you return to heal, you heal, you return to heal, I whistle you, you return to heal. So like I'm...

Expenditure of energy, right? Like, so now my dog doesn't have to learn three other things. Right? So now my dog just finds heel, just find heel, always find heel. Now we know there's always pros and cons pitfalls to everything. So I have like showed some foundational stuff in case I need to change it. But going back to pet training, skip steps, man. Work smarter, not harder. Right? Like

Lianne Shinton (22:05)

Hmm.

Yeah.

Travis Lloyd (22:31)

Just that one thing, it's so simple. It's a very simple concept for most trainers to understand. like, I only train one thing. I don't have to train a center, a sit front. I just train a heel. The dog just knows, come back to heel position. Super smart. I would have never put it together. I'm gonna do whistle between my legs, I'm gonna do a sit front, and I'm gonna have a heel position. With this dog, I'm teaching everything back to heel.

Lianne Shinton (22:46)

default. Yep.

I love the keep it simple, keep it simple. That also brings me to something that I don't know if everybody will love, but in pet dog training, I got rid of the auto sit in, yeah, because, okay, because I can work more.

Travis Lloyd (23:16)

In healing? Me too.

Lianne Shinton (23:23)

on my fast slows, my left turns, my right turns. I have more time for that. And I'm not farting around worried about if the dog sits or not. And the clients don't give a crap. They're like, I don't care if he sits. And I'm like, I've heard that enough to know that they don't care if he sits. They can ask him to sit, but they don't need to have it as an auto sit.

Travis Lloyd (23:44)

Right, there's no, so like why add that to your criteria for a pet dog heel? Why? It's just, yeah, it's another step that you have to train. It's another, it's, you have to hold the dog accountable to it now. You have to teach the owners that they have to hold the dog accountable for it too. And then when you go home, when the dog goes home, they're not gonna hold it accountable. So guess what? We've been correcting this dog.

Lianne Shinton (23:49)

Mm-hmm. Don't need it. Never need it.

Travis Lloyd (24:12)

because we've set clear criteria and we're being fair and we're being honest to the dog and not lying to him. So when they're passing and not going to the sit for three or four weeks, I'm going, no, sit, know, he'll sit right for three or four weeks. And then they go home and none of the pet owners are doing that. And I just, and then I was like, man, that kind of hurts my heart a little bit. Like I didn't have to punish a dog for something that we're never going to do after this three weeks.

Lianne Shinton (24:37)

I know.

Travis Lloyd (24:41)

totally scrapped it. I don't care if they sit, they down. Just don't run off in front of me. Just stay next to my side. Easy.

Lianne Shinton (24:49)

Easy, easy, and it's what the clients want. And they can ask them to sit if they want to, but if I'm gonna use sit, it's few and far between. Like, I might use it because I have maybe multiple dogs I wanna give a treat to. Everybody sit, and I don't want mass chaos, here's your treat, here's your treat. Or I might use sit if they get out of the vehicle, sit, while I'm getting my stuff together so I know they're not like moving around and getting hit by traffic, or,

think that's it. That's literally all I would ever use it for, for me.

Travis Lloyd (25:23)

Right? ⁓ So I was just saying about criteria, right? That's something you learn in sport. Criteria. How important is it, right? To understand it and then take it back to the pet world. It's important because we don't want to lie to these dogs, right? How does a dog interpret trust? I would say reliability.

Lianne Shinton (25:39)

Mm-hmm.

Travis Lloyd (25:53)

Right? You have to be reliable in order for a dog to trust you. If you say yes, you have to reward it. If you say no, you have to correct it. Black and white, always. Right? You have to establish clear criteria for the dog and that can't waver. Right? And that's what we learn in sport. Well, you will hear it all the time at training. Well, what's your criteria for the doubt? I'm doing an absence. Watch my dog.

Well, what's your criteria? Where are they at? What is it? Because some people accept a hip roll, right? That's fine. That's part of their criteria. For me, my dog has to stay in a sphinx position. I don't accept a hip roll. know, that might hurt me, you know, and for points, some people say it will, but that's my criteria for my dog. I want that aesthetic. I want him to stay in a sphinx position. Like, it's very clear criteria. My dog knows, like, couche.

means Sphinx position, right? So just understanding how to establish criteria, even though it's for a pet, even though it's simplified, right? Criteria has to be clear. And then you have the ability to explain that to your owners, right? And put it into pet terms. So I talk about criteria with my owners all the time. Let's go to healing, right?

Lianne Shinton (27:08)

Mm-hmm.

Travis Lloyd (27:21)

Well, what does heel mean? My criteria is very simple. The dog's right shoulder is attached to my left leg. That's the criteria. No matter where that left leg goes, that right shoulder is in tandem with it. And it's very loose, it's not a contact heel. But there's a line, like right shoulder, left knee. That's it, that's all it means. And once I explain that to people, hey, that's your criteria.

Watch your dog when you stop, watch your dog. If he takes a step forward, he's out of, that is not the criteria, that's not the standard you've set. Like give him a little correction, give him some guidance on the leash. Don't move those feet forward. And teaching them the importance of criteria. Okay, well one foot turns into two feet, turns into a couple steps, turns into you stopping your dogs in a full sit front in front of you. Like we've all seen that with pet dogs.

You're healing and you stop and then the dog's sitting up looking for the cookie, right? And it's just about something as simple as criteria. Like, no, don't let them pass you. The criteria is don't pass this line. Stay aligned with my left leg. Yeah, or down. Like for me with a pet dog, I don't care if they hip roll or anything, but it's elbows to the ground. Like you pick an elbow up, that's correction. Yeah.

Lianne Shinton (28:33)

Keep it simple, but keep it clear.

You're done. You're done. Yeah,

the double horns. I've been there.

Travis Lloyd (28:49)

Right.

Yeah. And it's like, so that's another thing. Like the pet world translates to the sport world too. Todd, I'm having a lesson and Todd's telling me, you know, as I'm learning about this sport, I'm a freshman. Like, I don't know anything about Mondia Ring. I am learning. But he's, he's, we're talking about the absence and he's like, yeah, it's like the, you know, I'm a pet trainer first. He's like, it's like the easiest thing to teach a dog, right? You teach dogs to down all the time.

but you'll lose all your points if your dog doesn't down. And guess what? Teams lose all their points because their dogs don't down. So just understanding like criteria and how to maintain it, you know, because that down is so important for us. And just, you know, one elbow, you're watching it erode right in front of your eyes.

Lianne Shinton (29:42)

You're literally just like poking at my pain right now. I was in Russia and I was like, my gosh, she could do this. And she lifted an elbow, double horn, and I'm like, it's over. It's over. Cause we took fourth place, but if I had had the down, it wouldn't have been fourth place. ⁓ Just quickly on the down, cause it doesn't really relate to pet dog training, but she has an elbow. She's, you know, very activated. So my solution, and I learned this ⁓ from

obedience, AKC obedience, high level, arch level person, Cathy, Cathy Klein, and she told me, teach my dog to put her chin on the ground. So I'm like down, pray. And she prayed, she put her little chin on the ground because you can't lift your elbows if your chin's on the ground. So I had to go one step further. But anyway, back to what you were saying about the criteria for me walking calmly next to me.

Travis Lloyd (30:24)

Mm-hmm.

Lianne Shinton (30:37)

the right shoulder, but also being in a calm state of mind. And if you start to become activated, you're no longer doing the exercise. So I'm gonna get on you for that.

Travis Lloyd (30:49)

Yeah, it's such a Do you know Jess Dillon? She has a dog. She had a dog named Badger that she retired ⁓ He's a pretty he's a pretty well-known dog like this dog has No control like like if you saw it's a spectacle watching them. It's it's amazing that how many Mondial ring threes this dog has

Lianne Shinton (30:49)

That would be.

think so.

Travis Lloyd (31:15)

He is totally reckless. Like, you could have dropped this dog off in Afghanistan with special forces. Like, you're never gonna intimidate him off of an object. You're never gonna run him with accessories. Like, he's a beast. But, exercise to exercise, he is just orbiting her. Like, no conservation of energy whatsoever. And it's not due to a lack of training.

Lianne Shinton (31:21)

Wow.

Travis Lloyd (31:44)

Justalyn is a tier one trainer. ⁓ It's a testament to her that this dog is able to even do that. But like this dog has zero ability to drive channel. He is just turned on for the 45 minute routine. And maybe ⁓ had they known that at an earlier age and tried some different strategies, it would have

Lianne Shinton (32:02)

Mm-hmm.

Travis Lloyd (32:13)

it would have changed, yeah, it caused him to lose lots of points, lots of exercises, blow jumps, because he's just like, he's gassed out. You should, if you later go on TikTok and look up Jess and you'll see her dog, you'll see her dog Badger. I bred to him twice. He's a very impressive dog.

Lianne Shinton (32:26)

Yeah.

When you say gassed out too, I think that's in Mondial Ring why we do an exercise like the little wood, you know, it's methodical and she's sniffing. There's not any impact or anything on her body, but like we need to save our energy because it's a 45 minute routine and there's bite work and there's finding the bad guy can take a lot out of them. So we need to conserve energy too. So as we move from exercise to exercise, it's like calm down, reset.

so that we can save our energy for that bite work at the end.

Travis Lloyd (33:13)

So I just remembered what I was going to say about that. The way that we go from exercise to stable, calm walk to exercise to stable, calm walk. Cause that's how that goes. Right? We're like healing. All right. Walk to little woods. All right. Walk to jumping. Okay. Walk to bite work. The same type of thing is what I do with pets. So, and I got this from Michael Ellis. Like he puts the dogs in.

a heightened arousal state and then puts them back into obedience so that they can focus. When they go home, we've simulated that arousal state that they're seeing around squirrels, kids, other dogs, cats, whatever. So I like to get the dogs up, like chasing the ball, yeah, yeah, playing with them. Okay, sit, heel.

Lianne Shinton (34:09)

Mm-hmm, turn it on and off.

Travis Lloyd (34:10)

BAD

Set, good, good, free, yeah buddy, yeah, set.

heal, you know, and just channeling that from explosive energy back to calm stability. just had a private lesson with a client last night. have this super cute little cattle dog, ⁓ super manipulative. She's so she'll cute her way out of anything that she wants to do. I freaking love that dog, but she's so she's super manipulative.

Lianne Shinton (34:41)

I saw her on Facebook, your video. Yeah.

Travis Lloyd (34:49)

Like if you don't know dogs, you don't know what I'm talking about. Like she'll roll over, she'll puppy dog eye. She can get out of anything. Like she's got me for the first like three days. I was like, okay, I got your number. I see what you're doing. But so she's very, very energetic and she loves to roll over and jump and be held like her reward hierarchy, I would say is affection more than food or toys. So I'm teaching these people like,

Hey, like if you pet her too much when you're doing obedience, like if you tell her down and then you go over and say, good girl, good girl, that's too much, right? Like rewards can cause disobedience. So too much of that type of reward, the dog's gonna roll over onto her back and then she's gonna roll back over and get up. That's what happens every time.

You're gonna go over, you're gonna say, good girl, and pet her, and she's gonna look cute, and then she's gonna get up without you telling her. So I tell them, okay, I teach them how to pet their dog. Okay, like when she's in a down, don't let her roll over, first of all, because I know that's the precursor to all the other disobedience, which is something you have to, again, I learned through sport, like watching what has led up to.

The disobedience like everything that happened before plays a role in it. So anyway, she's rolling over. I'm like we can't have her rolling over and down anymore. Like she's not allowed to do that criteria like you lay down. You do not roll over on your back and offer these some may say it submission. It's not it's straight manipulation like this dog knows how to get out of doing things. So but since she loves it.

Lianne Shinton (36:37)

Hehehehehe

Travis Lloyd (36:43)

And like, I don't want to not pet the dog when she rolls over on her back. I don't want to not hold her. I love this dog. I love petting her belly. I love having her jump in my lap and stuff. It's also a huge reward to her. So we're going to steal it. We're not going to give it to her all the time. We're going to use it to our advantage. It's not like I'm going to tell these people, hey, you don't have, you can never do that to your dog again.

There's a time and a place for it and it's only when you're going to ask for it. So it's the same type of thing of that channeling that energy. Like this dog, you have to be very calm. Heel. Good little pet down. Good little pet. Anything more than that. She's going to freak out. She's going to roll over on her belly. She's going to start wiggle budding and jumping six feet in the air. So what we've been doing with that obedience is kind of like what we've been talking about with the Mondial ring, going.

Exercise to exercise. We're doing the same thing. We're doing a long heel. We're taking her to the bed. Freeing her, taking her to the bed, freeing her, long heel. Okay, now say free and do all the goofy stuff you want to. Tell her she can jump on you, get on the ground, scratch her belly, and then get back up, heel, and go right back into the work. It's no different than what we do.

Lianne Shinton (37:57)

Mm-hmm.

Nice.

Travis Lloyd (38:09)

Mondial rain, you know, I mean it is but not really not training wise

Lianne Shinton (38:11)

Mm-hmm.

That is an awesome story. And I can see that dog in my mind because you shared some pictures of her on your Facebook. So yeah, I could see that. We have a dog like that here at the kennel. helping with my friend and yeah, same thing. Same thing, manipulative little cutie and you touch her and she's just activated. So I love that story. I wanted to shift a bit and talk about another impactful training technique I learned from Mondial Ring.

that I implemented my pet dog training. And that's when I saw how quickly my dog was learning because we do bite work. So I would put her through her paces of like all the, you know, the Mondial ring obedience and everything. When we ended with bite work, we always led up to bite work. And I might be wrong, but I think that whenever we have something very emotional happen, whether it be good or bad, it becomes

a very memorable experience. as an example, I can remember exactly what I was doing when I heard about 9-11. It was a very negative emotion, you know, emotional day, but I remember everything I did that day. It's crazy, but I can't even remember what I had for breakfast this morning. So I think that as we teach a pet dog and ⁓

Travis Lloyd (39:28)

Thank

Mm hmm.

Lianne Shinton (39:44)

We can help it remember things better and retain the information we've taught it instead of putting it in his crate and let him sit on that. And hopefully, you know, he'll remember it better. Take him swimming, play Frisbee. you know, do find out what he really digs and do that. And then hopefully he'll retain this part that you taught him leading up to that fun play.

Travis Lloyd (39:53)

Mm.

Absolutely. Yeah. And it's a puzzle finding what that is for some of the pet dogs. It is. But no, you're absolutely right. Memories come through emotions big time, good or bad. yeah, finding that motivator for the dog, what that is, is monumental. I also

Lianne Shinton (40:16)

Yeah.

Travis Lloyd (40:40)

do the same the other direction, right? There's sometimes that, sometimes when dogs come to us, you know, it's our job to correct them as well. It's easier to find what motivates them with food, toys, running, sniffing. That's easier to find what motivates them. What's harder to find is what

what a motivational correction can be for that dog, to move that needle forward quickly. And this is a little bit taboo. People don't like to talk about corrections. I don't mind. I don't mind talking about it. I'm blunt too. I'm very blunt and transparent with how I do things. I'm not a dictator. I'm not some punitive dog trainer, but...

There's also gonna be, like, for the right dog, there's gonna be a life-altering experience for you if you come to train with me. If you're chasing cars, like, I'm gonna correct you so you'll never wanna chase a car again. Like, if I do not have kids, but if I had to spank my child, I'd only wanna do it once, right? And so, creating that memorable experience and that aversive,

Lianne Shinton (41:54)

Mm-hmm.

Travis Lloyd (42:03)

one time can be so effective ⁓ and you we learned that in sport too right ⁓ and it can be like even dealing with a behavior modification case right that has been ⁓ sport has been very helpful dealing with aggressive dogs because we train aggressive dogs in mondial ring like but controlled aggression right like not as ⁓

a human bite case like I get all the time. yeah, memories and emotions are ⁓ crazy because of those experiences can create such big emotions. So I have a lot of friends that went through that are like in special operations, right? Before in my past life.

And these guys, can tell you, like same thing, right? They can't tell you about like what they did all week at work or what mission they went on. But you know what they can tell you? They can tell you what selection was like, right? When they went through that SEER training or that special force training, right? It wasn't all good. It wasn't all good. It was hard. It was super hard. But these dudes can remember.

every single little detail of it. Like this very, very hard regimented training. Extreme highs, extreme lows, and everything in between. But what came out of that? What came out of that difficult block of training with the highs and the lows? Like these high functioning operators, these very skilled individuals.

So that's a little bit of a tangent, but yeah, you're right. Find what motivates the dog either way, reinforcement or punishment. As a trainer, as a pet trainer, it's my job to find both. And I have trainers that work for me or have come to learn from me. And one thing that I wasn't taught ⁓ is that, like at least it wasn't an emphasis on how I was taught is that

Lianne Shinton (44:12)

Right.

Travis Lloyd (44:28)

It's your job to teach the dog what no means also. Because I've gone the way, way, way other direction too, where we're so consistent with telling the dogs yes. Everybody is, even with my personal support dog. I'm Johnny on the spot when I say yes. Yes, ⁓ gotta get him his food. Yes, I gotta give him his ball. I have to remain consistent. You know how many times I haven't been consistent with yes? Very, very few.

Very few. You know how many times I've been consistent, inconsistent with no? I can tell you. No, uh-uh, hey. The correction doesn't always follow the marker with no. With everybody, pet trainers or sport trainers, right?

Lianne Shinton (45:15)

Mm-hmm.

Travis Lloyd (45:16)

So I don't know, I've just been really kind of down that journey too with like consistency and the, again, I think trust is reliability. It can't just be just yes. The reliability has to come from accountability too. Like you have to know that I'm not gonna lie to you even when I say no. Like if I say no, you did something wrong.

And it's a math equation like 1 plus 1 equals 2. If I say no, it equals something. It can't just be like. You know one day 1 plus 1 is 2 and then another day 1 plus 1 is 0. I don't know.

Lianne Shinton (45:55)

Mm-hmm.

I think that when you get into Mondial Ring and when you start to think about exactly what you were just talking about, it like hurts my heart when I see an owner say, yes, yes, yes, yes, yes, yes, yes, yes, but they don't reward. And it's like, no. ⁓ And that's what I really start teaching is to be consistent about that. Yes, don't lie to the dog. You can release them without.

If you don't have food on you or toy, then don't say it. So yeah, that one, it's personal for me. Once I started monitoring, I took that so seriously because I knew, you're lying to the little guy.

Travis Lloyd (46:43)

And it's the same thing with no also. You don't have to say it. I'm not saying, say no to your dog all this sometimes. I give my, there's other ways to get what you want and to get the training done. Do it again. Withhold, right? Cool, let it go. You don't have to always say no. You don't always have to say no and give a correction, right? There's many other things that you can do.

Lianne Shinton (46:46)

Mm-hmm.

Travis Lloyd (47:13)

before that, but if you say yes, you have to give a reward, and if you say no, you have to give a correction. So use those words appropriately, and know that they're a contract.

Lianne Shinton (47:28)

Hmm contract. Yeah, I like that. I'm trying to think of something else that I learned from Mondial Ring that I consider in my pet dog training. I know for the retrieve, I'm like, we're practicing our retrieve. We're practicing our retrieve. I would say to people, practice my retrieve. And they're like, why do you have to practice your retrieve? It's a malinois. You know she's going to retrieve it.

But ⁓ in Mondial Ring, it's very specific. They can't be munching on the retrieve and playing with it. So it's a state of mind again, where she, it's more obedience than fun for that retrieve. So that was something that I find a lot of people like, didn't she retrieve? Malin Lash is going to go get it, bring it back.

Travis Lloyd (48:11)

Thank you.

Man, the retrieve is hard for me. Hard. I really, this guy's doing really well with it, but I like want, I want my Mondio dog to have like an IGP retrieve on anything, you know? That's what I envision. But I mean, the handler absence, the down, there you go. That's like so applicable to pet training. If you can teach the absence down, you can teach a pet dog out.

Lianne Shinton (48:25)

Yeah.

Yeah. Yep. That's to be anything.

Yeah. Yeah.

Travis Lloyd (48:49)

You know, it's the same thing. We're gonna roll balls around, we're gonna ride around on a tricycle, we're gonna honk horns and clap our hands and the dog stays down and you're like, hey, good job. It's no different.

Lianne Shinton (49:01)

Yep, definitely. I think I wrote one down here that ⁓ really taught me a lot about how smart these freaking dogs are and that's object guard and how they can learn. I don't even know. It's just amazing. But they learn the perimeter around the object. And that is so impressive to me because then it rolls out of the circle.

And I don't, I no longer have the visual of where the perimeter is at two meters, I think, but the decoy and the dog are so in sync with that and they don't need the drawn circle on the ground and how that carried over into pet dog training. Like how does object guard carry over to pet dog training? It really showed me that when I have like a six foot leash and I let my dog sniff and explore, but I don't want them like pulling me on it.

He can learn that six foot perimeter around me, flirting super clear on that. I let the line out and she knows to just walk right at like that end threshold without putting pressure on it. Like she knows that perimeter around me, super clear.

Travis Lloyd (50:10)

Mm-hmm. I so the way that I correlate that one for pets for me is ⁓ like rattlesnake aversion or alligator aversion, right? Like there's this thing and it's kind of like it's the same concept of training, right? Except the decoys getting close to you and you bite the decoy versus now there's a rattlesnake as the object. First, we're going to let you get close to the rattlesnake, right? And see what it is. And then boom.

you're going to get an aversive to it. And then you're going to get an aversive to it within a perimeter. Right? So if you even go within your three meter mark, that snake just bit you. And that's pretty much an object guard. You know, same concept. We're talking about like perimeter training, basically.

Lianne Shinton (50:51)

you

Yeah.

Travis Lloyd (51:03)

The send out, go to your bed. If you can teach a send out, you can teach a dog to go to their bed. And you know how fast you can get like distance. And we're looking for precision and distance, like straight, fast, fast there, fast back. If you can do that to a sporting level, how far can you get that dog to run to a Caronda bed in four weeks? Challenge yourself one time.

Lianne Shinton (51:10)

Good point.

Yeah.

Travis Lloyd (51:33)

Like, I don't do it. I haven't done it in a long time, but you know, when the weather gets better, now I kinda wanna see. How far can I get that dog to run out to that Caronda bed in four weeks? I bet you can get pretty far.

Lianne Shinton (51:50)

⁓ For my send away, I love using cheese in a can and I would put a marker on the fence and put cheese on it for a puppy and you know, it sticks really well. I was using that before I even got into Mondial Ring. I would send my dog out to something and I would get him to stick to it by like, you know, eating the cheese in a can.

Travis Lloyd (52:03)

Okay.

people use cat food?

Lianne Shinton (52:18)

⁓ yeah. Yeah, I think the cheese in a can would be a little less messy and easier, you know, and I can put it in my my pouch and pull it out and put the cheese on on the fence or whatever it might be on the target. But yeah, you could use the cheese squirted on the dog bed and start to, you know, get distance and teach us that way. That way. I like that challenge. Maybe people should do like, you know how they do like the

Travis Lloyd (52:19)

I know.

Mm-hmm.

Lianne Shinton (52:45)

challenges on TikTok and stuff, dump a bucket of water on somebody's head or whatever. But yeah, maybe we should do some freaking send away challenges with all sorts of dogs because yeah, you're right. It can be amazingly cool how far you can send a dog to get to their bed. It's cool.

Travis Lloyd (52:48)

Mm-hmm.

Mm hmm. Yeah.

So like even with that, now what I do with the bed is ⁓ in my facility, like I start pattern training. That's another something that you learn in sport, right? Like patterns, patterns and predictability. Like IGP was built on it, right? French ring. It's all patterns. It's all patterns. And the dogs are so precise is because they do pattern training. Like if you see an IGP dog,

Like they come super fast, super straight for that sleeve because it's like always at the same place.

I do tons of pattern training with pets, especially behavior modifications. I do lots of pattern training. I just make the pattern a little bit more elaborate, just like if a dog was searching for IGP blinds, right? They get built further and further and further and you built the pattern. I do the same thing for pets. The pattern just gets a little bit bigger and a little bit more complex. So starting with the bed, I just go like a send out.

We're working very linear. I tell the dog to go free, back up a little further, go free, back up a little further. And then I start teaching them just from north, south, east, west, how to find the bed. And then we start to try to confuse them where I say bed and my trainers are like whipping pool noodles and they have to like go and find the bed through that. Again, all of that stuff.

Lianne Shinton (54:29)

Mm.

Hey, No worries. Did your phone die? Okay. We're still recording. So, ⁓ I think that what you're saying is fantastic about pattern training. And I would like to take a deep dive on that. Is your phone okay? Okay. So yeah, I'm not sure where we kind of left off. yeah. Pivot. Okay.

Travis Lloyd (57:36)

Sorry. It did.

Let me put this up. Let me fix this for you.

Lianne Shinton (58:05)

We can edit this part out and then we'll just say, technical difficulties.

Travis Lloyd (58:10)

technical difficulties.

Lianne Shinton (58:13)

It doesn't look like it flipped on my screen. There we go. no. Flip it again.

Travis Lloyd (58:16)

Hang on.

Yeah.

Lianne Shinton (58:23)

Sometimes you have to leave and then come back in with it in. Okay.

Travis Lloyd (58:27)

Alright, let me try that.

Lianne Shinton (59:12)

Hey, Okay, perfect. Perfect. Thank you. Okay. So we're still recording. Sorry, technical difficulties, but I really loved where you were going there with pattern training. I want to make sure that we understand what you mean because I think it's very powerful. So ⁓ do you want to kind of keep going where we dropped off or do you want me to ask questions? Okay. Perfect.

Travis Lloyd (59:13)

Hey, got it.

Sure. Sure.

So pattern training is exactly what it sounds like. It is a, it's a pattern of behavior that we're teaching the dog over and over and over. And then with the patterns, we use a progressive elaboration where they say it's say healing. go a hundred paces, turn right for a hundred paces and turn right for another hundred paces.

So that would be your pattern. And then as training goes, you add extra paces. So now instead of 100 paces, it's 105 and then 110, right? And you build this pattern to be more and more elaborate and the dog picks up on the pattern very, very quickly and they can perform these behaviors to a very high level because of memory and pattern training.

Lianne Shinton (1:00:33)

And so in how it relates to what we talked about about teaching, go to your dog bed, maybe share some actionable tips on training patterns around that.

Travis Lloyd (1:00:46)

Sure, so correlates to what we were saying with the send out too, how you can get further and further back. I work on a straight line to the bed, it's me and the bed is directly in front of me. I start at a very short distance, go to your bed, yes and reward them back to me. I take two steps further backwards, go to your bed, yes and reward them back to me. Take two steps backwards,

go to your bed and slowly through the pattern that from me to the bed gets further and further and further and further and further away. And that becomes a pattern. And then as I was saying, we elaborate, we use progressive elaboration to make it ⁓ more complex. Then I may stand to the left of the bed and do the same thing, right? I'm on a different side. The dog is facing a different direction.

Northeast, Southwest. Now the day say the dog is facing East and I do the same thing. Change directions. Now the dog is facing South. I do the same thing. Then the dog is facing West. I do the same thing until it becomes this pattern where I can stand on any of the four sides of that place bed and I can tell the dog go to your place at a distance.

because I've created the pattern of going in each direction of the place at this same distance to going to your bed. So now it's been a pattern that is well understood by the dog. And you can get as creative as you want to. Now hit diagonals, right? Now hit, you know, around a corner to the bed, right? So say I wanted to teach the dog to go around a corner where the bed is unseen.

Right? Where that so if the dog had to make a right hand turn to get to the bed, I would just build a pattern off of it. Right? I put the bed right at the as soon as the dog turned and saw the bed would be right there. Right? And I would do the same thing. I would say go to your bed. I'd pay the dog go to your bed. I'd pay the dog. And so the dog would have to go around the corner to get to its bed. And I would just move further back and further back and further back.

until the dog was flying around that corner going to their bed and I would build a pattern off of it. And then maybe eventually I would turn around another corner and they'd have to make two turns to get to it. ⁓ I don't know much about gun dogs or bird dogs, but I would imagine that it's kind of a similar type of training teaching them directionals. ⁓ So the same thing. So I had this behavior modification case.

His name's Punch, and my friend Jen owns him. Gnarly Malinois. Like, she went and got this dog from Mohawk Malinois. He's a real one. Like, should be on police force. ⁓ This dog, I was in the bite suit for probably the first two or three times. His extreme reactivity. Leash reactive, human aggression, dog aggression. Like, this dog is a lot. So...

I had to start doing pattern training with him. Like he would blow up as soon as he got into the door. And it took me a little while to say, okay, we can't even walk him in the door now. Like this has to start maybe even before we get out of the car. So we built this whole pattern before he even walked in the building. Okay. Open the crate, get him out of the car, put him back in the crate, get him out of the car. So I'd go kennel free, kennel free, kennel.

Kennel kennel free, walk around the car, kennel free, kennel free, walk around the car, kennel free, kennel free, walk around the car, walk to the door, turn, walk around the car, kennel free, right? Do see what I'm saying? Do see how this is a pattern, right? So, this will sound like jibber jabber to people, but it's like kennel free, walk around the car, walk to the door, turn, walk around the car, kennel free, walk to the door.

Lianne Shinton (1:04:49)

Yeah.

Travis Lloyd (1:05:03)

Make a right. So I'm just building this pattern of behavior. You get in the kennel, you get out of the kennel, you walk around the car. Next piece of it, you do that. You walk towards the building, you go back. You do the same thing. Walk towards the building, go back and do the same thing. Until I get step one done, I can't even do anything else. There's no reason to even bring the dog in the building. You know? So we built this whole pattern and sometimes our training would

Lianne Shinton (1:05:28)

Absolutely.

Travis Lloyd (1:05:32)

It literally would be like, get him out the car, walk him around the car, put him in the can, I'll see you next time. Until we got this whole pattern, and then I'd have to open the facility door, and I'd be like, don't walk in the facility door, walk back to the car, walk around, and we just built this whole progression of how to even get this dog in the building. But we had to address it with pattern training.

And even when he came in the building, it'd be like, okay, come in the building, make a right hand turn, go back out, walk around the car, kennel in, kennel out. And it was all from pattern training. And like this dog went from that. I think it was the third time he was here. I recorded the training session. I was in the bite suit. was sweating. It was terrible. It was, it was horrible. And this girl, she didn't know me very well. We're outside of my training center and

I'm crying and she's crying. And I'm like, Jen, we gotta do something. We like, we gotta figure something else out. This isn't working. And ⁓ it was tough. was like, that was very, very hard third lesson for somebody that I just met, right? This girl like stuck with it, stuck with me, trusted me. We figured all this out through pattern training.

That dog, if you go on my social media, his name's Puncher, his name's Jen McFarlane, we got him doing the whole Mondial ring routine. He's doing jumps, he's doing healing, he's doing position changes, he's doing bite work with me. Now, he will never be a sport dog because he will nuke a judge. He's still who he is. But we took that dog from that to this with pattern training. Pattern training.

Lianne Shinton (1:07:26)

That's cool. Wow. Have you, you know how in Mindyoring, we prep the dog for an exercise? I'm sure Todd and you do that as well. We come up to, you're gonna do the retrieve now, buddy. Like, know, retrieving, retrieving. And then we come up and then the dog's kind of like, all right, I know what we're doing. We're doing the send away, send away. So they know what they're moving into next.

Travis Lloyd (1:07:27)

Mm-hmm.

Lianne Shinton (1:07:54)

I've never really used that prep in pet dog training. just am like, I guess in certain environments, like if you're in the house, you're calm. If you're at the pool, you're activated. But I feel like that prep training, you're activating a certain mindset, like chill out, get excited, we're doing bite work. And I like that prep, but I've never really thought about using it in pet dog training. Have you incorporated it in any way?

Travis Lloyd (1:08:20)

Like.

Maybe inadvertently, you know, there's been like rituals created we didn't think about but I the only way I could really see it is like equipment going on like equipment goes on means we're doing something right ⁓ Like that's the only real way I can I do it with pet dog training. Honestly is like Conditioning the e-collar of the prong collar. It's like prong collar comes out. Yeah food buddy prong collar comes out. Yeah food, buddy right? It's not like

Lianne Shinton (1:08:49)

Yeah, me too.

Travis Lloyd (1:09:00)

It's not like prong collar comes out. Now you're going to have to like get corrected or go like lay on your bed, right? But equipment means good stuff, right? And it's the same thing we do with the sport dogs, but I know I don't, unless it's a owner who's like interested in dog training or wants like that dog that does more advanced things, then absolutely. Then I'll teach them like, okay, this is how we're going to start queuing engagement. Are you ready? You know, it happens all done. It stops. ⁓

Lianne Shinton (1:09:08)

Yeah.

Yeah.

Travis Lloyd (1:09:30)

So I have used that with like this girl, Jen, you know, we had to teach her engagement. Like she's like, she's fricking awesome. I mean, awesome. Like I'm like, Hey Jen, you need this the next day. She's got her, she's got a training vest on, right? She comes with her training vest. Hey Jen, you need this ball. Hey Jen, his equipment goes on, your vest goes on. Like she's with her, we did all of that, you know, ⁓ I guess with service dogs.

Not really pet training, but the vest becomes contextual for sure. It's your uniform, you behave. ⁓ Like I have a Malinois who's a service dog. She's also my demo dog. So she like bites equipment for breed fulfillment. She's not like a real dog, you know? She's pet that bites equipment. ⁓ But like she's a fun, energetic Malinois.

Lianne Shinton (1:10:00)

Mm.

Yeah, definitely.

Travis Lloyd (1:10:27)

When you put her vest on, she's walking through the airport flat. You know, she's not excited, she's not aroused, her tail isn't going a million miles an hour. Like as soon as the vest goes on, even in the car, she gets in the car, boom, she lays right down. As soon as the vest goes on, it's totally contextual to ⁓ like a state of mind for sure.

Lianne Shinton (1:10:54)

Yeah, that's a very good point. Awesome. Is there anything else? Because I can't believe we're at the top of an hour already. Is there anything else that you can think of in Mondial Ring that we might want to share today and how it correlates into our pet dog training or service dog work or such?

Travis Lloyd (1:11:10)

I think like a big thing with Mondia ring or any sport really is just like opposite behaviors. Like everything in dog training is you can really create a well rounded dog that really understands things by just teaching opposite behaviors. It's all go and come, right? Like go to your bed, come to me. If you can teach a go to your bed, you can teach a come to me. It's the same thing, right? If you can teach a sit, you can teach a down. ⁓

You know, I think that.

Yeah, just teaching dogs like opposite behaviors. Like some things are go away from me. Some things are come to me and then balancing it out. If you have a dog that's a little bit aloof and is more independent and a pet that goes away from you, then work on doing a lot of reinforcement things on you. The go away will always be there because it's your dog's personality. Like an independent dog, I'm going to spend less time teaching independence. I'm going to spend a lot more time.

teaching recall and teaching heal and making the value be more about me than something else and vice versa. If you have a dog that's very codependent and maybe a little bit fearful and lacking confidence, well, you probably don't want to spend as much time reinforcing behaviors on with you and on you because it could be creating some of that.

unhealthy codependency, separation, anxiety for a dog like that. Maybe you want to do the opposite and teach them to go away from you. Go away from me. Go to your bed, go explore, go sniff and do some tracking. Go get that ball that I threw. Go away from me. And we see that in Mondia ring too, like the balance with the sendaways, right? Like I don't want my dog. I don't want to tell my dog go. And he's like,

looking back at me as he's going like, oh, okay, buddy, I'm not gonna reward you on me for a while, you know? So, man, there's so many things. We could spend hours just coming up with things.

Lianne Shinton (1:13:13)

Yeah.

I know.

think you hit on something big though. Like for me, my dog is kind of like a wild one. She has a lot of energy. And so there were certain exercises maybe we all do in Mondial ring, like the long down. I would never be like over here and be like, you can break. You know, I will always go back to her, get in position, just like in trial, and then release her. But there would never be an instant where she would be in a stationary position like that. And I'd be like, come.

Travis Lloyd (1:13:43)

Mm-hmm.

Lianne Shinton (1:13:50)

because I need to reinforce like this is where you get paid. This you never actually get up from here. While I'm over there, I always come back to you. So maybe in pet dog training, if you had a dog that doesn't hold their place very often, if you're practicing, come or, you know, break and you're making that part, like you said, making this part, the fun part, maybe back up a little bit and make the place the fun part and just go up to your dog and

Travis Lloyd (1:13:58)

Mm-hmm. Yep.

Lianne Shinton (1:14:20)

make the release kind of boring, like you can write, job buddy.

Travis Lloyd (1:14:24)

Right. Yep. Actually, that's exactly what we do with our downs with pets. Pets never get recalled from downs. Never. It's always returned to your dog. It's a safety feature. And actually, in the Tar Heel K9 training manual, it teaches you from your pet training that you put... It's because it's very sport derivative too.

Lianne Shinton (1:14:37)

Yeah.

Travis Lloyd (1:14:50)

Tar Heel was created from PSA, right? From Jerry Bradshaw. It's the same thing though, but like dog goes into a down, return to the dog, or they're going to anticipate getting up and going and breaking that down. Most of the behaviors in pet training, most of them are going to be stability. Like I don't really have dogs flying off the place bed. I don't really have dogs flying out of the sit or the down.

Very little do I do that in training. And then when I start start teaching recall, I don't do any of the other stuff, right? I do a lot of distracted recalls so that they're not. Have you ever seen like when you're doing, if you're working on a bunch of stability, like my dogs, if I try to recall them off the bed, they're like, are you trying to trick me? Right? Like I have to put the beds away. Like I can't do downs and then recall cause the dogs like, no, I'm staying in the down.

Lianne Shinton (1:15:39)

Mm-hmm.

Yeah. Yeah.

Travis Lloyd (1:15:50)

Have you ever seen that?

So it's deep.

Lianne Shinton (1:15:54)

It's good,

it's a happy problem because they're committed. Yeah.

Travis Lloyd (1:15:56)

Yeah, champagne problems, right? ⁓

but. So, but that also does create sometimes problems with the recall. Now you're like, now the dog just wants to lay there or, you know, lay on the bed. So I have to pick those things up and I work on recall outside of those, you know, outside of those other things, because.

Lianne Shinton (1:16:18)

Yeah.

Travis Lloyd (1:16:20)

I don't teach owners to ⁓ recall their dogs off the place bed. I don't teach owners to recall their dogs from downs. It's always go get your dog.

Lianne Shinton (1:16:29)

Because the owners can be a big part of that problem too, because they're like, this is the fun part. I'm gonna put them on his bed, I'm gonna walk away and I'm gonna call him every single fricking time. And we're like, no. And they're like, see how great we are? We're like, no, we don't.

Travis Lloyd (1:16:45)

Yeah, like just leave him there, please.

Lianne Shinton (1:16:48)

Leave them there. Yeah, so I like just not even showing the owner that. That's not something we want to reinforce the owner for.

Travis Lloyd (1:16:56)

But so in pet training too, you do use a lot of the, so the terminal marker, right? Yes to me, right? I teach dogs, pet dogs that too. Yes means you can come get food, good means you stay. I teach them terminal and continuation markers. But when I first start teaching a behavior for, I would say most of the dogs, I do terminal, right? Like bed, yes, bed, yes, bed, yes.

And, once I have predictability, I go into continuation very quickly. like to, maybe I'll go back to some termination terminal markers. If I'm losing some of the umph, some of the speed, because that's what those terminal markers do. They create that, that emotion. They create the drive, they create the speed, they create the energy. Right? So maybe if a dog's slowing down, then I might go back to bed. Yes. Bed. Yes.

Bed, good. Good. Good. And again, it just goes back to what we were talking about with Millie. Like it's the same thing, right? Like you can get, you can get fast, fast, fast. Now chill. You can jump on me and play and play. Now heal.

Lianne Shinton (1:18:14)

With my pet dog markers, I had trouble when I first, I was like, Mondial rings awesome, the good and the yes. And trying to explain that the dog comes and gets the reward, yes, food. They were like, but then I free him, you can break free. They were like, I don't understand. So it's kind of the same thing. And I'm like, my gosh. So what I did for my pet dog people, I just used one marker.

for the positive, like a clicker. So it would just be like, click, go up and reward them on the bed. You know, they come, click, reward them with the food. But we just simplified it and we just said yes, instead of the clicker, because ain't nobody got enough hands for all of the things. So say yes, and then bring them the food. But maybe the tonality might be different. Like, yes, if it's something here versus there, be calm, yes, yes.

Travis Lloyd (1:18:45)

Mm-hmm.

Mm-hmm.

Right.

Lianne Shinton (1:19:12)

and bring them the food. But that's what I did because I found that my pet dog clients, it was a lot. And I'm sure you've seen that before.

Travis Lloyd (1:19:12)

Mm-hmm.

I agree. And so as the trainer, I do, I know a ton of people that do the same thing and you're totally right. You know, like as, as a trainer, I do it because of, I know it's creating clarity when I'm training the dog, but I also know when they go home, they're going to be saying yes and bringing the treat to the dog and

Lianne Shinton (1:19:30)

Okay.

Travis Lloyd (1:19:45)

and whatever, right? But I do, just tell them like, listen, if you say yes and the dog gets up, like I taught them to do that. They're not being bad. So if you say yes and they get up, this is why, but I don't, I don't disagree with you. I don't disagree with you. Some people really take to it and some people it's, yeah, it's just another thing to remember.

Lianne Shinton (1:20:09)

Yeah,

yeah. So we are definitely into a good hour here. ⁓ This has been such a fun conversation. Is there anything else you'd like to share, Travis?

Travis Lloyd (1:20:21)

No, this was awesome. Thanks for having me on. feel like I just ramble and I don't know why you would want to listen to me.

Lianne Shinton (1:20:28)

No.

Well, I like to listen. I like to talk about Mondia Ring. It's been a while. So Flirty's been retired. She's 10 years old now, so she's been retired for a while. So yeah, this was...

Travis Lloyd (1:20:40)

Are you gonna

do it again? Are you gonna get another dog? Do you think you'll continue?

Lianne Shinton (1:20:46)

well, I did have where I got bit by her and that kind of made Mario ring a little scary for me. ⁓ I don't know. There's, I'm not like, bro, like I'm kind of a sissy. So, ⁓ I worry about my dog, her teeth are all worn down and she's a fast dog. So when she hits the decoy, like you, she's a small, she could get hurt.

So you hear what I'm saying, I'm a wuss. And it takes grit. ⁓

Travis Lloyd (1:21:16)

Bye.

Yeah, it does. It does.

Lianne Shinton (1:21:21)

Yeah, both ends for the handler and for the dog. So yeah, I don't know. I don't know. I love it. But yeah, I don't know. It's a risky game. And I think with Malinois, if it's not risky, it's not fun. So I love that for her.

Travis Lloyd (1:21:26)

Yeah.

Yeah, I have the puppy I have now, man. He's, from what I've seen, he's a year old now and he is like the one. I definitely treat him differently than I've treated any of my other dogs. He's a working dog, you know? Like I treat him like a working dog. And I think that...

for people that don't know or in the pet world and they hear that maybe that sounds cold or something. But for me, it's actually a deeper form of love and admiration for what this dog is because he is a working dog. So I definitely mold and shape who he is very differently. He is a tough dog. He is going to be a tough dog. He lives in a kennel. He does work. Not that he doesn't come home. He does come home. He does have a house life.

He does do all of that stuff, but the balance to that is very different than any other dog I've had. don't, you know, I want a working dog. I don't want a pet that bites. I have a pet that bites. She's great. I love her. She cuddles in bed with me, but you know, for him, he's a, I'm being very methodical and thoughtful about everything that I do with him. I don't want a dog that I take to a kennel.

and they get nervous and spin because they've never been conditioned how to be calm in a kennel. Like he goes down here with all the pet dogs and I've taught him how to chill on his bed no matter what they're doing. He doesn't rush the gate. He doesn't come out of the gate when I open it. When I open the guillotine door, he doesn't fly out. He goes out when I tell him. When I open the guillotine door, he doesn't come flying in. He comes in when I tell him. I'm like very, very, very thoughtful about everything that I'm doing with this dog.

You know, first huge snowstorm, like it's a blizzard outside. We're putting on all of our stuff and we're going out and we're going to train like fun train. Like my dog is going to be very hardy to the weather, the rain, the snow. ⁓ yeah, he's got pet insurance because yeah, but I'm also doing a lot of more like, I'm way more into canine husbandry than I

Lianne Shinton (1:23:32)

Yeah.

Yeah.

Travis Lloyd (1:24:01)

too. Like he brushes his teeth, I do his nails, he gets brushed, he gets groomed. Like, I don't know. I just love him. He's a put-

Lianne Shinton (1:24:11)

He's a good,

yeah, he sounds perfect. That's how I saw Flirty. And when I was like, what sport do I wanna do with this dog? Because I have had great dogs before and I was his young trainer and I'm like, I'm gonna learn all of the sports, but I had this dog that could have gone all the way in hunting.

But I was like, fly ball, dock dogs, everything, AKC, ready, know, everything. And it spread too thin. So when I got flirty, I was like, I am going all the way to the world level with this dog, which sports it gonna be. And I learned early on, even though I showed her water and dock diving, cause it's hot and I want her to cool off and I want her to be confident in, she started to get too cracked out. And I didn't like seeing her like that because she's my prospect for my world dog.

And so I actually stopped doing dock diving with her early on because I'm like, it's not good when you're that crazy. We need to channel that and be more focused because yeah, I don't like seeing her like that. She's so hard to control around water. And I was like, this hurts me because I feel like it's gonna hurt my Mondial Ring plans for her. So I got very specific, sounds like with you.

Travis Lloyd (1:25:08)

Okay. ⁓

Okay.

Lianne Shinton (1:25:24)

where I was like,

I'm not gonna do these fun things because I really wanna go all in on this fun thing.

Travis Lloyd (1:25:30)

It's a like, it's a balance. I know I said like, I'm going to be very. Stringent and follow the program with what Todd is telling me to do. I, and I am, I do everything methodically to what he says to do. But there's also like these parts of me where I'm like, this dog is like, he is going to be my, my show piece. He's like my masterpiece. This is the.

Lianne Shinton (1:25:38)

Mm-hmm.

Travis Lloyd (1:25:57)

This is going to be the best dog that I've ever trained. Right. And so I do have to ask Todd, Hey, is it okay if I do this or do that? ⁓ you know, is it going to hurt? Is it going to help? Because there are all these other things I want my dog to do. I want him to do hard surface tracking, right? Like I want him to do urban tracking. have like a, it's got Eric good who teaches it and I want my dog to do that, but I don't want him to do it if it's going to mess up Mondia.

Lianne Shinton (1:26:06)

Yeah.

Travis Lloyd (1:26:27)

You know, I want my dog to do like orbits and weaves and all of that stuff, right? I want to be able to show all the cool parlor tricks and the set pretties, you know? And then Todd's like, yeah, until you tell him to, you know, Coucher and he goes into a set pretty in your change of positions. And I'm like, know, you know,

Lianne Shinton (1:26:46)

Yup, yup, yup, yup, yup, definitely.

I even didn't teach Flirty to go to her place because she can move her feet when she's on her place. She can stand up, she can sit down, she can do what she wants, but I wanted to make sure that it was very specific and if I put you in a position, you didn't move your feet. So she really, I mean, she learned place probably when she was eight years old, because I was like, I don't really need it around the house. She's just a good girl. ⁓

Travis Lloyd (1:27:03)

you

Lianne Shinton (1:27:12)

But yeah, that was something else that I guess I sacrificed, but it wasn't a big deal.

Travis Lloyd (1:27:17)

Mm-hmm like ⁓ There's another thing I'd never done with a dog I'm doing with him So the very first time I ever put him on a treadmill, it's he walks backwards on it I never even showed him how to walk forward He goes he walks backwards on the first time I put him on a treadmill It's walk backwards and now he walks backwards on the treadmill. So

Like, so what I did now, have Kayla, I have Kayla on the leash and I can move away from him so he can just go backwards, backwards, backwards and I can get further from him. And then I had Kayla starting to get further back on the leash too. So she's far back behind him. I'm far in front of him and he's just like walking backwards, walking backwards. And I actually did it in mind for positions, right? Like, you know what I mean?

Lianne Shinton (1:28:07)

Yeah, I got you.

yeah.

Travis Lloyd (1:28:10)

⁓ and I saw with the dogs that I washed, we had done that at Todd's, but without the precision, right? Not to say like, there's no precision in the training that happens at club or in my lessons, but like, it's not on a treadmill on a straight line, like making sure this looks good too. So I do, I'd watched other dogs that I know, Hey, we're putting on a back line and Todd's going to have me feed and have this dog walk backwards.

for position. So for him, the very first time I put him on a treadmill, I'm like, you're walking backwards. And I think it's just great mental stimulation. I think it's awesome. Like, yeah, and he's just like, he's

Lianne Shinton (1:28:50)

Good exercise.

Okay, I gotta

see a video of that please, because I'm trying to wrap my head around it, but I totally get it. I just want to share too, in real life, when we were in Poland, the level three positions was on a hill. So the dog, you know, was like trying to back up on the hill and hold position because, you know, just the physics is pulling them forward and their rear is up on that hill. we had never seen that before. We'd never really tried.

Travis Lloyd (1:29:22)

Hmm.

Lianne Shinton (1:29:23)

And so we

Travis Lloyd (1:29:24)

I'm glad you just told me that.

Lianne Shinton (1:29:26)

had to go around in Poland, drive around and try and find ditches because, you know, or hills, because we had never really trained for that. you know, all of the dogs on the U S team, Patty, Jean, like all of the dogs did fantastic with the positions on the hill. We, I think we overthought it like we always do in Mondial ring. We over train it, but we were, that was creative.

Travis Lloyd (1:29:53)

Yeah. Well, um, so what I also started doing is like now when he's doing it, he's walking backwards. I now I also have the, I put the roll behind me and I like release him. I'm like, get it. And he'll fly off and run between my legs to get it. So he'll be walking backwards and then I'll release him forwards. My friend, I got it from my friend. His dog will flip positions while the treadmill is going.

So he'll tell him backwards and the dog will turn and start walking backwards on it.

Lianne Shinton (1:30:29)

That's cool because the treadmill is so freaking boring. I love that because flirty gets on it and she's like, this is so boring. Can you speed it up? And then she's like, okay, this is good. But she's still trying to kind of maybe nibble on the side things like, can I bite something? And I'm like, this is boring. I like doing something fun with it.

Travis Lloyd (1:30:32)

Mm-hmm.

Teaching don't.

Yeah, try to teach her to walk backwards on it. See if you can. It's not like, you know you can, it's not super difficult, but I wanted this dog, like we're gonna do the most difficult one first. You know, if you can walk backwards, you'll be able to walk forwards.

Lianne Shinton (1:30:52)

Okay.

Yeah. Yeah.

Yeah, I think I might struggle with it. It's just like teaching a dog to walk on my right side. Like my body has been, you know, muscle memory of teaching a dog and rewarding a dog and everything from the left for 33 years. That whenever I have to teach a dog on the right for a certain client, maybe, you know, they're paralyzed on one side and this is what we're doing. And it's like, it's so awkward. I suck at it. It's like I'm not even a dog trainer.

Travis Lloyd (1:31:14)

Hmm.

Yeah, you're familiar with ⁓ Nate, the Napo Po school, right? Like Bart Bellin. So they're very big on like opposite behaviors and all Napo Po really is is Belgian derivative training, right? It's just Belgian dog training. Well, what it really connected pieces for me, like with these opposite behaviors and teaching dogs to do every everything and opposite. So with him,

Lianne Shinton (1:31:37)

Yes, Bart. yeah.

Travis Lloyd (1:32:00)

Left side healing, right side healing. In focus, both ways. Contact, both ways. Walking between my legs forward, walking between my legs backwards. Healing backwards, healing forwards. Both directions. Like you can be facing behind me and we walk backwards. Like I'm trying to get him to do everything in opposites. So whistle, come back by my left leg. Whistle, come back by my right leg.

You know, like I don't want any choice paralysis to happen because Kayla's dog, Melee, like ⁓ a judge will put you up against a wall where the dog can't get by your left leg. And he did it. And like Melee is like, I can't get to the center of your leg. And it's like, yo, the right leg's wide open, like just come around this one. So for him, I'm super obsessed with.

Lianne Shinton (1:32:40)

This is so true.

Wow.

Travis Lloyd (1:32:54)

Okay, you can walk backwards on a treadmill, you can walk forwards. Like how can I get you to do it the other direction? ⁓ You should interview Kashi. ⁓ I'll butcher his last name. He's this Indian dog trainer. Brilliant, brilliant. I'll send you the link to his profile. Brilliant trainer. He is the king of opposite behaviors.

Lianne Shinton (1:33:01)

Yeah.

I want to see

this, yeah.

Travis Lloyd (1:33:24)

I mean,

like, the king and...

He's just phenomenal. You should interview him. ⁓ He's like I met him through Not through Napo Po I followed him on social media and when I took a trip to India for decoy work I hit him up and I was like, hey, I'm gonna be there. There's any chance we could meet I would love to meet you in person and he was like, no, I'm gonna be at the PSA trial like I'll see you there and

I met him in India and it just like evolved into this friendship. He's been to the States a few times, but when I tell you this guy is brilliant, he is brilliant in dog training. we do the dopamine box. Like we're learning how to do the dopamine box. I really like that. I use it for, uh, I'm using it for Jack's too. My Mondia ring dog. I use it for like accessories and the E-collar.

Lianne Shinton (1:34:09)

love to talk to him.

Travis Lloyd (1:34:24)

to start that stuff out, but, so Kashi is asking me this question. He's like, okay, so say you have your dog in a Skinner box and you have a dopamine box in there and you can only free shape, you can only free shape, you can only use positive reinforcement. That's your only tool here to get the dog to go in the box, right? He's like, so the dog's not going in the box, what do you do? And I'm like, wait.

Lianne Shinton (1:34:27)

Great.

Travis Lloyd (1:34:53)

And he's like, okay, well, that doesn't work. What do you do next? Like you can only use free shaping to get this dog's head in the box. And I'm like, shrink the room, shrink, you know, shrink the skinner box, right? Shrink it down. it's, there's, he only has one direction and I can start free shaping it. No, you're not allowed to do that. What would you do? Right? So he's just giving me all these like traits. He's like, no, you're not allowed to shrink the room.

It has to stay the same size with the box in it. And so I'm just like trying to go through all of these things and figure it out. And he's like, how many directions are there? And I said, he's like, there's four. There's north, east, south, and west, right? And he's like, why don't you just add three more dopamine boxes? like, so now, right? So now you have any option that the dog turns.

You can click and reward. just things like that. We would have these conversations and he like, he just comes up with like creative solutions and like all the things I were saying, they weren't wrong, but he was trying to get me to think about like, you know, you can fill the room more to make it smaller to get what you want. Also, you don't have to shrink the room. You can add more to the room to get what you want. ⁓ so.

Lianne Shinton (1:35:51)

Wow, yeah.

Yeah.

Travis Lloyd (1:36:19)

One day I'm talking to him about the dopamine box. I'm like, hey, Kashi, well, have you ever had the dopamine box turned upside down where the dog had to go put its head up in it? And he sends me a video as soon as I said it. He's like, done it. I'll send you a link to this guy. You will love him. You'll love him, the nicest person in the

Lianne Shinton (1:36:36)

Please.

Yeah, that would be great. And then if anyone is curious about the dopamine box, I did have Jessica Koch from Professional Canine on recently and she talks about the dopamine box and Travis and Jessica spoke together at the conference. I don't think you guys had even met and you were teaching together on the dopamine box.

Travis Lloyd (1:37:03)

Yeah, yeah, that's right. It's a it takes a long time to use to do it right. ⁓ But you can you can do some really, really cool things with it. Like my cousin's Dutch Shepherd, like you would like a bomb could go off in this dog will not come out of the dopamine box. What's interesting, like I'll go off on a tangent again. The dopamine box can also correlate with the object guard because

Lianne Shinton (1:37:11)

could imagine.

Travis Lloyd (1:37:32)

In the dopamine box, if you look at it from a trainer standpoint, you're also creating some resource guarding. As a matter of fact, with, and same thing with the object guard, like what are we doing with a little bit of resource guarding? Like don't touch this thing. Don't take it away from me. And with a certain dog with certain personality type, like the dog can be intense, right? Like.

Lianne Shinton (1:37:41)

Mmm.

Yeah.

Travis Lloyd (1:37:59)

It may be hard to get that dog off the object without getting bit sometimes. Same thing with the dopamine box. Like it's great for a lot of things. It can help with some resource guarding, but you can also create resource guarding, right? And in like sport dogs, we kind of want what we call it possession. What is possession? It's kind of resource guarding. So the dopamine box, like his dog.

She's not aggressive, but she does guard it where like we'll put a rope on it and like pull it and she'll like wrap it and like won't let you pull it away from her with her head in it. Like we can clatter stick her. mean really clatter stick her. That dog won't go off, won't come off like the gun right next pop, pop, pop. She will not come out. You can pick her up by her flanks. She won't bring her head out of it. She is.

glued into it glued and the other thing with that is the dopamine box is so crazy. So that dog has the best article indication of any dog I've ever met and it's because I think he trained her so much in that dopamine box that she's already got like this intensive stare that when we taught her an article that it was

Like she's like, cool, I stare at things all day in anticipation of reward, where it's the same thing. We can like throw, put a fishing string on the article and like pull it across the room and she'll like chase it to get back to the down. But yeah.

Lianne Shinton (1:39:41)

Yeah,

some to think about. I'd be curious to see what Todd would say about incorporating dopamine box technique into the object guard, because that would be probably outside of something that he's done. So I'd be curious to see what his take on it would be.

Travis Lloyd (1:39:58)

I talked to him about it. He's not, you know, he'll just, he's kind of the same of like, oh, that's just Belgian training, you know? But yeah, I asked him about like using the treat and train for the send out. He's like, yeah, do that. Great. Use it. He's not like, he's a very creative person and outside the box, but he'll also be like, but why? Like waste of energy, just,

Lianne Shinton (1:40:11)

Yeah.

Yes, yeah.

Yeah.

Travis Lloyd (1:40:27)

just do this, you know, like free shaping too. Like I like free shaping. Todd uses free shaping, right? But like one time, ⁓ so I'm trying to get an operant behavior from Jax, right? He's biting Todd. I'm like, Jax here, right? And I'm waiting for Jax to go look at me and mark that behavior. And Todd's like, no, we're not creating an operant behavior. We're creating classical conditioning.

Lianne Shinton (1:40:28)

Yep.

Travis Lloyd (1:40:57)

I want you to say his name and then be like here and like get him to hear that word. Follow the response, not an operant behavior. And I, so like free shaping too. He was like, yeah, free shape a little bit, but you don't want a dog that is so much of a problem solver. Like my cousin's dutchie has been free shaped so much that the dog creates its own problems and own solutions. Like,

It's not, it's never finished, right? You tell the dog to do something and you're like, Hey, orbit. And she starts orbiting both directions. Cush like she throws every single free-shaped behavior she has because like everything pays anything that she did for so long. Got paid like anything she did. He would just free shape everything. So now this dog is like essentially like.

Lianne Shinton (1:41:35)

Yeah.

Yeah.

Travis Lloyd (1:41:55)

she free shapes her own things. The dog is brilliant, she's incredible, like this dog can do so much, but she is a perfect example of how free shaping can have gone too far. Like she's a dog for sure, if you told her if she was in positions, one time you're gonna say, couche, and that dog is gonna start spinning in circles or something, you know?

Lianne Shinton (1:42:09)

Yeah.

Yeah.

Yeah. But I do think that you're you've hit on something that's really smart is free shape a little bit because I've definitely had judges push this up against the wall. And my dog had to figure it out because she couldn't get around me. So having them figure out, hey, I can't enter from this way to go under. I'll go this way. And my dog's pretty good at the search for the bad guy.

⁓ she will find her way in. She's got a good nose too. But I think that may be something where they're kind of, they're left to figure it out to some degree. And there's some maybe free shaping element there to some degree ⁓ or some figuring out independently of me, you know, helping her. Cause I just stand there. So.

Travis Lloyd (1:43:08)

Well, I I essentially, yeah, I essentially like free shaped the search, cause like it started where I'd go out and I'd just make a little scent pad and put food down. And like, again, I just kind of created the search pattern like that until we started adding the people to it. And that's just Todd and Tommy showed me how to do that. But I usually do like some, I'll do a little bit of free shaping.

Lianne Shinton (1:43:23)

Mmm, smart.

Travis Lloyd (1:43:37)

as puppies, because I want the dogs to have like creativity and like some ownership of things, like empower them a little bit. And I still use free shaping now. Like if I'm in the training room and my dog sees the dowel that I left out and he ran over and just grabbed it. I'm like, yes, cool. Like I need you to do that anyway. Right. So I'll like, I'll still capture some things, but

Lianne Shinton (1:43:41)

Yeah.

Travis Lloyd (1:44:06)

⁓ yeah, I'm really big on like these opposite behaviors with him.

Lianne Shinton (1:44:12)

You know, in the escort, we're going to be making this two parts because this has gone really long, but I was just thinking in the escort, I mean, it's constant where the dog has to try and stay with the decoy. ⁓ and they're con the decoy is constantly trying to squish them up against a barrel or a tire or something to try and lose them so that they can get some meters on them. I don't know, but I just thought as we're talking, like, it'd be kind of cool to like.

try and throw like a healing exercise where you're up against a wall and the dog is like trying to find that default position. you know, how we're always kind of as trainers, we're always offering that left-hand side, like here it is buddy. It's making it too easy. Sometimes maybe standing the wrong way so that it's harder. Not that we would ever be calling like pet dogs to heal and all that fancy shit, but just a thought that I'm like.

I wonder how my, cause I've never really challenged my doctor to like find this position if I'm like up against a wall. It's just been thrown at me once in a while at a, in a trial. And I'm like, I didn't train for this. hope for the best.

Travis Lloyd (1:45:15)

Well,

that's like I see Todd like I just like watching him train his dog too Like I like to get there where I can see what he's doing with his dog Because there's nobody like really talking to him or help. I'm just like watching what he's doing. I'm like, ⁓ I need to do that too like just Just little things I see him do I'm like, ⁓ man, why don't I do that with my dog?

Lianne Shinton (1:45:21)

Yeah.

Yeah.

Travis Lloyd (1:45:41)

⁓ And Tommy so we're I'm doing a decoy seminar at Tommy's I've gone to a few of them and like He's like that dude is fucking brilliant too like as far as not just decoy work but trainer as a trainer his obedience is Crazy, and that's why he's such a good decoy Because he's not just a decoy like dude is a dog trainer in a bite suit. You know what I mean?

Lianne Shinton (1:45:57)

Yeah.

yeah.

Travis Lloyd (1:46:11)

In and out of the suit, like incredible trainer. So we're at the, we're at a seminar and like we all know, Mondia Ring, okay, the dog's bite here, here, here, here, front of the legs, above knee, below knee, both sides. So we're doing the escort and Tommy's, he's like, yeah, but at some point he's like, the dog's following him on the side. He's like, you gotta teach the dog to bite ⁓ here too. And like has him tag him on the side.

And I'm like, ⁓ man, like so true, but nobody has ever told me that, especially in PSA. Right. And then to show me that too, where he's like, has to walk like this between a fence and whatever else and go to get away from the dog. Like, yeah, why wouldn't we teach the dog to like bite you on the ribs or on the side of your legs too? You know, it's just the.

Lianne Shinton (1:46:44)

Yeah.

Yes.

Travis Lloyd (1:47:11)

Training in Mondial Ring is infinite to what you can come up with and what you have to think about. Well, I got to teach the dog to do this too. You know, it would have never even, it would have never even clicked to me to be like, yeah, at some point I should probably teach my dog how to like bite the decoy in the rib cage if he needs to, you know. You got to get down to, you should have Tommy on here too.

Lianne Shinton (1:47:15)

huh.

Yeah, absolutely.

Yeah, yeah, he's great. I've worked with Tommy. So awesome. Okay, well, I will definitely be reaching out to those folks that you mentioned. So maybe just share where folks can find you and do you have like a club where people can join and participate?

Travis Lloyd (1:47:58)

No,

no, we just friends that train together. I'm on social media. My personal is Travy Canines on Instagram, Travis Lloyd on Facebook. My business is Ridgeside Canine Ash Debula. You can find us on social media. Yeah.

Lianne Shinton (1:48:01)

Got it, okay.

Awesome. Well, thank you so much, Travis. And thank you everyone for listening. It was a unique conversation today and I really enjoyed it because I normally talk more about the business side of things. This is super fun. So I like both, but obviously I like dog training because that's been my jam for a long time. So fun, fun, fun.

Travis Lloyd (1:48:35)

Yeah.

Lianne Shinton (1:48:39)

So thank you everybody for listening again. I'm Lianne Shinton. If you would like to hear more conversations like this, please be sure to click the subscribe, follow, like, so that you can stay up-bridge to any new conversations that are popping up like this. And have a great day. Thanks, Travis.

Travis Lloyd (1:48:54)

Thanks again.

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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