February 17, 2026
80 min
Automation Dogs Podcast

In this engaging podcast episode, Lianne Shinton interviews Felix Rosado, a dog trainer from Poughkeepsie, New York. They discuss Felix's unexpected journey into dog training, the importance of research in dog ownership, and the challenges of choosing the right dog for your family. The conversation also covers training techniques, the dynamics of training multiple puppies, and the impact of family relationships on dog training.
“Help the people as best you can, help the dog as best you can.”
— Cameron Davis
Pinpoint where your leads are slipping through the cracks
Show you how to fix your follow-up and close more clients
Map out a simple, proven plan to grow your business
Every dog training business is different — this call ensures the strategy fits your business, not a generic template.
If it’s a fit, we’ll show you exactly how we’d implement this for you.
If not, you’ll still leave with clarity on what’s holding your sales back.
Lianne Shinton (00:00)
Hey everybody and welcome to my podcast. I am Lianne Shinton from Automation Dogs and today I am going to be interviewing Felix Rosado. Hi Felix. I love your name. And he is from Dog Training Beyond. And then as I mentioned, I'm from Automation Dogs. I'm a dog trainer myself. I love to talk with other dog trainers and then my system that I built for dog trainers.
Felix (00:12)
you
Lianne Shinton (00:28)
we help dog trainers to have better customer service. So let's get started in talking about dog training beyond. And I see like your tagline, superior results, superior services serving. And I'm probably gonna enjoy saying this one, because it's fun word to say, pookeepsey.
Felix (00:52)
⁓
You want to what's even worse than that? Try to spell it.
Lianne Shinton (00:59)
Did I say it right? Because I had to say Pookeepsie. Pookeepsie.
Felix (01:01)
said right, said right. No, you said it right, Poughkeepsie. But
when I first moved here, I had to learn how to use the word, I had to learn how to spell it. Now that's a pain in the butt. I've been saying Poughkeepsie for a long time, I just had to learn how to spell it. Poughkeepsie, yep.
Lianne Shinton (01:14)
I'm in a...
So it's Poughkeepsie. Okay,
New York, and you've got that wonderful New Yorker accent. I just love listening to people with accents, so I'm really gonna enjoy our talk today. So thank you so much for joining me.
Felix (01:33)
How
you doing?
Lianne Shinton (01:37)
I like it, I like it so much. It's always enjoyable for me to listen to someone with an accent from wherever. And then I find that I'll start mirroring people. So by the end of the podcast, I may have a bit of a New York accent. Awesome. So ⁓ tell me a little bit ⁓ about you and Dark Training Beyond. Give us the gist.
Felix (01:50)
No, but that's fine with me. That's fine with me.
Well, first off, if you were to ask me, you know, a long time ago, if I was about being a dog trainer, I would never have guessed that. So dog training came out of nowhere. I guess started at beginning. I got my first dog and I wanted to learn how to
be a better dog owner. I'm very psycho, very weird. ⁓ Before I even got my first dog, I was doing research. I was like, what type of balls to get? Where should I feed him? Should I get elephant? What's the best food? What type of dog do I want? And then I decided Jim Shepherd. Okay, what kind of Jim Shepherd do I want? What kind of look do I want? Do I want this or that look? So I spent hours and hours on the computer. ⁓
Unfortunately, it didn't work at the time, just researching what dog I wanted. And then ⁓ eventually ⁓ I went through a few trainers myself, just like everyone else. And then I ran into my first mentor and then he's like, I was telling him I wanted to bring my dog in for born training, because he did born training type of thing.
and he's like why don't you join my trainer's course? I'm like okay he's like you'll be able to get more out of it I'm like all right I was I was currently in the police academy at the time and as soon as I finished the police academy um I did his course and then I stayed with him for like almost three years hands-on and um what really drove me to uh
become a dog trainer was I wrote with the canine department in my county. And ⁓ I saw lot of mistakes, a lot of that shouldn't be going on. Even though I wasn't really skilled, I didn't know what I was doing, but I knew it wasn't right. I'm like, I could do this. I could learn how to do this myself. So I did his course and stayed with him for almost three years. then after that, separate, apart ways.
and then start learning from different people, different trainers. And now you know there's such a world out there.
Lianne Shinton (04:33)
Yeah,
it sounds like you're kind of well with researching that you did to find your first dog. I'm a planner and I really enjoy that that time when I may be planning a vacation or a trip, buying a house. I love planning. So I totally get that process. I think a lot of pet owners though don't plan and
Felix (04:58)
They
do the opposite I'm like the technology is so much out there then I'm talking about 2006 I Was online there's so much more information out there now so much more stuff That people don't know what the game don't know What even to begin the right things and now I was running stuff like that back in that back then
Lianne Shinton (05:14)
Yeah.
Felix (05:29)
and ⁓ I have more information I don't know I don't know some people they just get a dog and wing it
Lianne Shinton (05:32)
Yeah, that's.
Yeah, I totally hear you. And I've had a lot of podcast episodes and this topic has really not come up to dive so deeply into the research and the knowledge basis out there. One thing that comes to mind is we as dog trainers commonly have these cool videos of my dog jumping a job or biting a bad guy and she looks really cool and athletic, but she's a purposely bred working dog doing the work.
And I would think a lot of folks out there probably see a cool video like that and they think, I want my own malinois. And that's where we need to take a little step back and maybe ask Chachi Petit pros and cons of...
Felix (06:24)
Well, now,
nowadays, now, chat, but even like five years ago, there's still a lot of information out there to judge better. Um, that wasn't out there now 20 years ago. Like I said, um, it's just that people just not doing it. They just don't, they're just, unfortunately people are going to be that way. And that's the way things are going be. And unfortunately, you know, people are going to get the wrong type of dog. They're going to get the wrong type of this to go do the wrong type. It'll be doing the wrong thing.
Lianne Shinton (06:27)
Yes.
Felix (06:53)
You know, they're gonna do the wee wee pads to puppy pad thing. They're gonna be doing the, you know, ⁓ laying the dog eat freely type of thing, laying the dog get control of the house type of thing. They're gonna be doing this. It's going to happen because that's what people are. ⁓ I'll fight it. I'll try to fight it. It's just the way it is. It just sucks.
You know, it's just like, you know, any business owner, got a lead, you get some good leads and you get some bad leads. You get, you get everything. And I've had them all. I've had the craziest everything. I've had the craziest leads. had the craziest appointments ⁓ go on. And it's just, it's just, unfortunately it's my luck or it just happens to me, but you know,
You're have it all. You're gonna have it all. And you're have the people that just get the wrong dog and just do everything possible wrong. You're just gonna have it.
Lianne Shinton (07:55)
Mm-hmm.
Yeah, you just gave such a great short list there. And that's where I think someone like you is a really good resource because you're very blunt about these things. And sometimes that is what people need to hear, especially if you can catch them before they get that dog. Because I think to elaborate on that, it's not that it's the wrong dog, it's the wrong dog for your family, like square peg, round hole, just like me going out and getting
a dog that doesn't want to work and wants to lay on the couch. And then I'm like, come on, buddy, we're going to be a world champion doc dog. Like I need to make sure that I have criteria and that that that dog checks the boxes for fitting my needs.
Felix (08:44)
I don't
even bother anymore. That's not bad, but I don't bother anymore. Because I used to try to help people with that and warn people and they still do it. They get the wrong dog. And the part is sometimes they're lucky. They have success so far. But they just get the wrong dog. I try to warn them and they just don't listen to me and they're just...
Lianne Shinton (08:57)
Yeah.
Felix (09:14)
They get the dog in and lucky for them, they've worked so far, they've had the dog for a few years and nothing's happened so far. you know, people, I don't bother them anymore because people will do what they want to do. I have people I work with, they love me and stuff like that and they still, I'm like, why you do that? Contact me. I tell you, call me, find out. know, you know, I had this dog, beautiful Jim Shepard, female, very high energy.
Lianne Shinton (09:34)
Yeah.
Felix (09:44)
Um, you know, what, what will you do with a high energy dog? Simple. When you're, when you're not home, you put the dog in the cage, right? Based upon that, the vet decided to put the dog at Prozac. It's like the dog doesn't need Prozac. The dog is just a high edgy dog that needs to be maintained and controlled. That's the dog. She, she a young, I think she was under, she was around one, under one.
I'll say jump shopper high-end dog will destroy the house. So you put the dog in the cage when you're not home. The dog, that doesn't mean they need Prozac. And I'm like, I was like, why didn't you call me? Why didn't you get, let me know. I'm like, this dog's not Prozac for no reason. And it was never do anything. So I get to a point that I I don't even bother because I'll let them know, but they'll take it. So it doesn't bother me.
Lianne Shinton (10:22)
Yeah.
Yeah, yeah, I get where you're at, but I think it's good, like some of the, to put it out there in hopes that maybe someone will benefit from this conversation today. Some of the lists that you brought up, like the PP pads, the free feeding, I'd like to dive into some of those, like why as trainers are we not super fond of those options?
Felix (10:42)
Yo, that doesn't matter.
Well, absolutely, I hope so too.
Lianne Shinton (11:11)
Throw a couple more out there and feel free to jump on like the topic that you'd like to kind of jump into but ⁓ Purchasing two puppies at the same time that our siblings
Felix (11:24)
I've actually had that a few times and they work with me and it actually works out very well. it or not, it works out very well. They just have to do some additional stuff but it works out very well. Actually that's one of the ones that doesn't bother me that much because if they do the work it works out well. I've had that a few times. I had this really nice guy.
He took, I guess his 50s or something like that, retired. What does he do? He buys two puppies, two Jump Shepherd puppies. He literally bought one, went down the street and bought another puppy, you know, and they were same age, they were very close. And he's like, this is I want to do, I'm retired, I want to celebrate in a way and this is I want to. I'm like, okay, let's get to work.
And it turned out very well. It turned out very well. You just had to do some extra work, but it turned out very well. That's one of the ones that don't bother, that really doesn't bother me too much.
Lianne Shinton (12:34)
Yeah, ⁓ I think as trainers sometimes we can see fights ⁓ with the two puppies as maybe they go through adolescence, even if they're not related. But I have a stepsister, you know, and you become like siblings and you're going through adolescence at the same time. you know, it's like, you don't want to share. So something can come up.
that can cause some conflict within the sibling rivalry. So I think that's why as dog trainers, you know, we're like a little bit triggered. If someone calls, they said, I have two puppies. I've, you know, I've got them at the same time. But I love that you're, you know, it's okay. It's okay that folks have not done the research and they've kind of got themselves in a bit of a bind. I am here and let's deal with it. I love that.
Felix (13:24)
Yes,
I always tell them, I'm like, let's get to work. Let's just do it. It's too late already. You got the two puppies, right? not gonna get rid of one, put it in the shelter. So they have, no, the dogs, you just have to work harder and that's what they have to do. Either work harder or pay the consequence of not doing the work. no, so far I've had success.
Lianne Shinton (13:27)
Yeah.
Yeah.
Felix (13:52)
with that and it's not very often but it has happened a few times and they put the work into it because they really want it and it works out nicely so ⁓ that's one of few. You know if I had to think about it which one is the one that gets me the most like the one that I hear on the phone and I'm like ⁓ what like I don't know which one would get me the most.
Lianne Shinton (14:17)
got one.
Livestock guardians in like an apartment type situation. That's kind of triggering for me because that's a tough one sometimes. Sometimes like a great Pyrenees, you get the lazy ones that are just wonderful and they just want to lay around and they're so perfect. They want to sit in the backyard though. They don't like to be in the house. But that can be really challenging even with a German Shepherd in an apartment if it's
Felix (14:34)
Yeah.
I
haven't had that really. I haven't had that one really, a guardian dog or a herding dog in the apartment. Because this is my area. It's less apartments than housing and stuff like that. The one that gets me the most, I think it would have to get me the most probably, I would say this one gets me the most. It's happened a couple times, believe it or not.
Lianne Shinton (14:54)
Mm.
Felix (15:11)
They have a dog, a small dog. They had the dog go inside the house for seven years. And then all of sudden, they're moving in two weeks. And they want a house break to talk. I'm like, you've been allowing the dog to go back for seven years inside, and now you want, in two weeks, you want to have the dog not go at all? Okay, good luck. I actually told them good luck.
Lianne Shinton (15:37)
Yeah.
Felix (15:37)
I was like, goodbye. I mean, I'll see. I think it is possible. But in two weeks, I'm like, yeah, good luck.
Lianne Shinton (15:46)
Yeah, diapers.
Felix (15:49)
I don't know what they're doing but then I have to have dog house broken in two weeks after seven years.
Lianne Shinton (15:51)
Hahaha
I think the sense of urgency is fairly common. I would commonly get phone calls with, I'm having a baby and I want to prepare my dog for the baby's arrival. Great, is the baby due? This week. And the dog's never met another human child and the baby is due next week, this week.
Felix (16:19)
I got, you know what, is, I don't know, but I haven't gotten that. What I got is, ⁓ get having a baby, having a puppy and a baby, and then they just don't, they don't put the work into the puppy. ⁓ and then the puppy is suffering and the puppy is being bad and stuff like that. That, that's the one that I, I, I might, you, you have a baby and you got a puppy?
Lianne Shinton (16:30)
Mm.
a lot.
Yeah.
Felix (16:47)
don't you have your hands full um and a lot of times even even people in the patty even once they have like young kids i'm talking like three four something like that five maybe even um their hands are still full they don't have another dog um you know so i i i they just they just they all think it's too small i think they saw the end of uh
Lianne Shinton (16:49)
Yeah.
Yep.
Felix (17:15)
I don't know if you saw the movie, the of the movie, she's having a baby and she has a jump shepherd. I guess they saw that as something because that's like the wrong mistake.
Lianne Shinton (17:18)
Yes.
Yeah, it makes me think, like did you grow up with dogs when you were young?
Felix (17:38)
I want to dog I want to dog very very bad it was I wasn't so 26 27 that dog
Lianne Shinton (17:38)
Alright.
Wow, yeah, I think that it is really cool for a kid to be able to grow up with an animal. It doesn't have to be a dog, but I think it is cool.
Felix (17:57)
But you know
the thing is, I will tell you, this is not only in Dog World, it's also in other...
Other I want to say industries, but I want to say other Hobbies are I don't know what the right word would be but I Think I mean I haven't thought when I was younger. I appreciate it more Than if I had had dogs since I was like 10. I Think I put more work into it Because I didn't have a dog
I think I've done more into it, everything, more research, more education, more everything, because I didn't have the dog than if I was 10 years old and had dog.
Lianne Shinton (18:44)
like deprivation.
Felix (18:46)
Yeah, so I'll give you another example like like um more short what I do more short so more short right wise I struggle not struggle but I have to pay for I have to go and find what I want and pay for what I want
then if like someone has the kid and they have a martial arts school and the kid has access to the martial arts, whatever they want for free, you know what mean? They'll have to that struggle. I have a friend, he's a great martial artist, he has a school, but his oldest son never trained, no one to train. And then now,
Lianne Shinton (19:19)
Yeah.
Felix (19:32)
He's now he's in position. He wants to be he wants to be in the military. He wants to be about maybe even named seal and he's gonna have to learn how to fight in martial arts. But he's had his whole access all this time. He didn't have that struggle. He didn't have that.
Lianne Shinton (19:45)
He had access.
Felix (19:50)
He just, had the access, actually he had the access, he just didn't take it. And I think it's the same with dogs. I think if you have the dogs there, especially young kids, they'll appreciate it as much.
Lianne Shinton (20:03)
Yeah, yeah, that's
Felix (20:05)
Maybe,
maybe, it all depends. It depends on the way they're raised or the way that things are. It's like, it's within the family. People that, I don't know, maybe train dogs or have breed dogs, their parents, they do it type of thing. And they really, really make sure everything's done right. I don't know, I guess it depends how they're raised.
Lianne Shinton (20:27)
Yeah.
Yeah, yeah, interesting. It's making me think too when I was a kid and you know, I had a dog, family members that had schnauzers and chows and just really like getting excited about the different breeds and things. But yeah, I get why people would want to have a puppy and a baby, but maybe wait until the baby's not so much of a handful and the baby doesn't even know what's going on anyway. At that point, I'm sure I don't know a lot about babies, but.
Felix (21:02)
Yeah, they
don't know what's going on. like I said, I don't think I would have appreciated dogs as much if I had one when I was 10 years old.
Lianne Shinton (21:18)
Yeah.
Felix (21:18)
compared to Leon. Having that struggle, wanting that so bad type of thing.
Lianne Shinton (21:21)
Now you mention.
Yeah, the deprivation. Yeah. So you mentioned that in your area, not a lot of apartments. What types of dogs do you commonly see in that area?
Felix (21:28)
Yeah.
Nothing unique. We're not, no, not everyone. We're known for lot of the pitties, the bully breeds. That's common. It's like, you know, some parts, I guess the South are known for like, uh, uh.
Lianne Shinton (21:56)
hounds and
Felix (21:58)
Like, uh, uh, uh, caroos. You know what mean? Up here is one for the breathing pits and stuff like that. So, but I get, I get everything. mean, I get a reasonable amount of everything. I, don't, every once in I'll get an unusual breed that I'd never had before. And I consider I've been doing this, um,
Lianne Shinton (22:00)
Yeah.
Felix (22:23)
Shoot, it's gonna be 16 years. So considering I've been doing 16 years learning to train dogs, I've been in the dog world 20 years. No, what was it? What's, 2006? Yeah, 20 years I've been in the dog world. I consider my first dog being me going to the dog world, entering the dog world, learning more about the dog world.
But as far as training other people's dogs, it's been 16 years. And I rarely get unusual breeds that I don't run into, haven't ran into already. I don't see, I don't think, I don't think there's one breed I can say that I get 90 % of the time.
I get everything and I want want market to everything even though like ⁓ Sorry there's a fly in here. Even though this even though I Love my breeds, Jerma Shepard's. I love Jerma Shepard's love Belgium Milawas Those are my breeds. would say I loved all breeds, those are my favorite ⁓
Lianne Shinton (23:12)
Yeah.
Felix (23:39)
I'll work with any dog, doesn't matter. And that helps me actually because I have people come to me and they're like, I call this trans, I told what breed I had and she's like, no, I get that, it or not, I've told that quite often to notice it. Like they won't work with some breeds, they won't work with some behavior dogs. I'll work with everything. I don't care if the dog has a bite history.
Lianne Shinton (23:50)
Mmm. Yeah.
Yeah, I've heard that as well.
Felix (24:09)
I don't care. I don't care. I will take precautions. would do all kinds of stuff, but I am going to help that dog no matter what. And that's just me. I don't say everyone should do that. I don't think everyone's built to do that. But it just helps me that I take every breed. I don't focus on one breed per se. Maybe it's a good thing or bad thing. So that way when that training is like, I'm not doing that breed, I do that breed.
Lianne Shinton (24:24)
Yeah.
Felix (24:39)
And I've had, like I said, I've had enough times come up to me that they're like, ⁓ wow, know, they took me down and you didn't. So I like that. I like that a lot. ⁓ Everything I tried to, tried to, business-wise, I tried to ⁓ be more, I guess open or more possibilities.
to work with me than not to
Lianne Shinton (25:13)
Yeah, it sounds like you're such a great resource for that area. Maybe share where folks can find you, like your website URL, and then what that first starting point looks like. Is it a phone call? Is it an evaluation?
Felix (25:30)
Well, first off, number one, they could could find me almost anything. have have whether I have a little thing or have a lot of stuff material. I'm on every social media platform. I'm on Facebook. You have YouTube videos at tons of I have a bunch of YouTube videos. So if you like once, how does he try? How does it it's on their Instagram, all that stuff. So I'm out there.
Lianne Shinton (25:57)
And what would they look up? So I see your website is dtbeyond.com.
Felix (26:02)
Yeah, my
website is dtbeyond.com. could Google that. Just Dog Train Beyond. Just Google that. They could Google that and they'll find, hopefully, I'll be one of the top ones on the page. ⁓ But as far as everything else, they could do just Dog Train Beyond and they should pop up. ⁓ Instagram, ⁓ Facebook, or YouTube.
I usually recommend YouTube because YouTube has tons of videos of me working dogs from every breed to every size. So you want to see how I train the dog? Look that up. If you like what I do, great. If you don't, good luck. Simple as that. If you don't like the way I do things, then that's fine. I'm not, mean, there's plenty of people to help. So they can find me on all that stuff. And then they contact me, we'll talk.
Now depending on how people need help, I need help now, right now. I had that yesterday in fact. That's what, she signed up right on the phone. And they're coming Monday. All right, great. You're not sure, you want to get to know me, we'll talk on the phone and then you guys can come and meet me and we'll do a free lesson, eval. ⁓
I do that for mainly, I'll be honest with I do that mainly for the people, the leads. I'm going to say, I'm gonna work with your dog. I'm not gonna say I'm not gonna work with your dog. I've been here long enough that I've seen enough dogs that it's a blur to me now. You know, do so many emails and work with so many dogs over the years, ⁓ it becomes a blur. And that's not a bad thing, but you know, it's just I work with so many dogs, I'm like.
I know exactly what's going on.
Lianne Shinton (27:56)
Yeah, just to kind of elaborate, because I think I totally get what you're saying. When you've been a dog trainer for a length of time and someone calls with, you know, he's jumping on the family and he knocked my mom down. I get it. To them, this is very unique and it's very personal. But to someone like us that's seen this a hundred billion times, ⁓ we've seen it.
Felix (28:16)
And I went through it.
Lianne Shinton (28:25)
Don't worry, we got you.
Felix (28:28)
Yeah, and oh the one that gets me the most And this is the one that gets me those When I have a car issue right I go to my mechanics Listen my blah blah blah is doing this blah blah blah doing the sound but I don't know what's going on or the lights going blah blah blah blah blah Whatever I tell them right they're like, okay. No problem what they tell you
Bring it in, let me check out, let me look at it. They probably always know what it is, they know the issue. They've gone through a million issues like we have dog wise, they've gone through a car. As soon as they see the car, they know exactly what's going on most of the time.
Lianne Shinton (29:21)
Yeah, the make and model, you can kind of see
the same patterns with the same vehicles.
Felix (29:25)
But dog wise,
we've gone through a bunch of stuff and, you know, got through a bunch of issues and I know how to fix it. I know what's going on. And I push and the thing about is it doesn't I guess it does bother me is that, you know, people call and like, I want you to come and see this. I won't see that 100 times.
And they only want you to come to the house and work with the house. And I tell them the benefit. then, I mean, there are people on the trains that do work in the house, go from, I don't do that. I've had bad experiences with that. I feel like I did do it. I felt like nothing was getting done. The work was not, the dog was not getting any benefits. There was getting the work done and...
We're in the dogs territory. That's my personal opinion. I've worked with the dogs in the house, great, fine, but I usually have the dogs come into me. But when they like, you know, I need you to see this problem. I'm like, I've seen the problem. I exactly know what you're going through, but they are so insistent and sometimes I have to tell them, I don't need to see it. I don't train people at the house. And then I pass up on those leads.
I don't need no because the thing is
You know, oh, they're jumping, they're doing this. I'm like, I've seen it million times. I don't need to see it again. It's a waste. Money is time is money. Saying to everyone. So, I mean, I'm willing to help you, but I see it. It's like the doctor. Doctor, I have this. Oh yeah, I'll give you prescription. I know exactly what's going on. I took my dog a couple years ago. He was going blind. He had his eyes were all cloudy.
And I thought he was blind. Doctor checked, I know exactly what's going on. I think you're not. Two seconds, he's a specialist of course. He's like, I know exactly what's going on. Give him medication, clear up the eye. I'm like, thought he was blind. ⁓ But it's the challenge that bothers me. like, I know what's going on. You're coming for help. I don't need to see it.
Let's move, let's go on, let's start fixing this issue. But sometimes they think that they've never seen it, so you've never seen it.
Lianne Shinton (31:57)
And I think what bothers me too, as someone who's very solution oriented and I know that that extra repetition that the dog now has to show me is not good. Because the more repetitions they have, the harder things are to clean up. And if you come to us and you say, well, I have a husky and he's running away. That's what they do. You're not going to unclip the leash and be like, see?
Felix (32:16)
Yeah.
you
Yeah.
Lianne Shinton (32:28)
So we don't need to see and add another repetition of
maybe, I've had it a lot where it's like, come over to my house. I want you to see how aggressive he is when you come in the front door. And it's like.
Felix (32:37)
Yeah, good.
I seen it. I know what's going on. You know, it's like, I don't need to go over and see it and put myself in a situation that is below the dog. Now I'm on the dog's home turf and the dog feels more empowered. Like they don't understand that, but yet they call you for help. They know what's better.
Lianne Shinton (32:40)
Yeah.
Felix (33:07)
Like I said I was saying before, get the good leads, you get the good people and the bad people, you know? For me, when I was a dog owner, I used to travel 45 minutes to an hour to my trainer. 45 minutes, it wasn't like, oh how far are you? You're 20 minutes? Oh I gotta find a trainer closer. I have that all the time. It's like, I've had people say they're half hour away.
Lianne Shinton (33:31)
Yeah.
Felix (33:38)
And they're too far from me.
half hour away. I used to an hour away. I used to travel an hour away. I used to work, doubles, double shifts, and then take my dog in the morning to go train. And he was an hour away. I traveled when I first got him. I did a boy train. I went three hours away. Not every day, but I did a couple times. And then,
When I was growing as a dog trainer, I had mentors. My mentors were around here. They were hour and a half, Northwest, New Jersey. New Jersey is like, I had a guy I was training with.
Lianne Shinton (34:18)
Mm-hmm.
Felix (34:32)
two hours away, three hours away, sorry, three hours away. You know, so it's funny, these people, they're like, oh, you're 30 minutes? Oh my God, oh, you're too far. 30 minutes? It's like, it just, that gets me a lot too. I'm too far. I was a dog owner, I didn't even say, oh.
You know, is that too far? It's like, can I do that? You know, and I still made it. I still made it happen. Like I said, the guy was about our way for me. The guy, my trainer and I used to go there once a week and we trained and I still went about our, I was training underneath him every week, I still went about our trained all day with the dogs and him and then came home.
Lianne Shinton (35:04)
Yeah.
Felix (35:31)
You not our home. I just don't get it. It all depends on people. People are funny, like I saying. You're going to deal with all kinds of people, you're going deal with all kinds of issues, you're going deal with all kinds of stuff, as you know. you know, it just doesn't bother me anymore. I just think it's funny. My friends, my other trainers think I'm crazy because I kept the old Lululees. I don't know if it's because of New York or what.
Lianne Shinton (36:01)
You're funny.
Felix (36:02)
I don't
know what's New York. think it's just because it's New York. really do. Not even New York. They're in New York. Wanda was in New York. She's in Pondham and she doesn't get the crazy like I do. It's true. It's true.
Lianne Shinton (36:18)
I think too, I'm glad you brought up the, to us as dog trainers, we're like, we're all in on dogs. I love dogs. Dogs are so cool. Like 40 hours a week training my dog, let's do it. So it's hard for us to wrap our heads around people that are like, ⁓ 20 minutes, that's too far. But I think on the positive side, if you think about it, if you're one of those people that are like, I want it to be really convenient, like within five minutes of my home.
Felix (36:25)
Yeah.
Lianne Shinton (36:45)
This isn't something that you need to do for the rest of your dog's life. You're going to learn the things, you implement them, and then it becomes a way of life and you don't need your hand held by that trainer all of the time. So yeah, it might be a few weeks of driving, ⁓ maybe longer, but the end result is going to be better because you're with a trainer that is going to get you the results.
Felix (37:07)
I had one woman had pet told by two trainers in her area. She was ⁓ Queens, I think she was Queens, something like that. Which is far for me. I only have two hours away, right? Two trainers told her, put the dog down. Put the dog down, can't help you.
Lianne Shinton (37:26)
Yes.
Felix (37:36)
came to me she trained for months ⁓ I mean she trained for months months and months and we got this dog to a point was the dog perfect absolutely not but I will tell you what we did get would have that dog would have been dead and unfortunately and unfortunately and unfortunately he did he did pass away but he passed away of cancer he did not pass away because he was put down
⁓ this dog, they had, ⁓ she done trained with me and we did everything, porn, college, economy, all that stuff. No hope dog. She lost power in her, in her house. Con Ed guy came on land on the property. He left and he never told that he was going to come back. Let the dog out.
Dog had nothing on the dog. The dog had nothing. No equipment, no e-collar, no prom collar, Dog, a Ed guy comes on property. Dog's right there. Like she was telling me the story. She had her baby in her arm, her little girl. Her mother was at the door, in the house, the door. And the dog was right in front of the Con Ed guy. Before that dog would have bitten that guy. prob, no wild question.
Lianne Shinton (38:33)
⁓
Felix (39:03)
Well, she had the baby in her arms, don't eat cow, no equipment, close the door, come to her, go in the house. Dog did exactly that. Her mom was able to close the door, dog was safe. That would not have happened. Now, ⁓ it was luck or whatever, but that saved the train, the dog.
Lianne Shinton (39:18)
Wow.
Felix (39:27)
And she told me that story and that was great. And that's what happened with Munster Training. That Munster Training saved that dog from being put down. Because that dog would have bitten that guy and I know it would have been a mess, a disaster, and that dog would have been put down. Most likely that dog would have, and that dog was a tough, strong dog. He would have gone after that, bite and then run away. Bite and attack.
Lianne Shinton (39:34)
Mm-hmm.
Wow.
Felix (39:58)
nothing happened. Dog had a happy life, got to grow a few years with her baby, her little girl, who could do anything to a dog, dog died of unfortunate cancer, which is not great, but at least it's better than being put down because, you know, had bitten someone, you know, so.
Lianne Shinton (40:00)
Wow.
Felix (40:25)
But I like that because she put the work into it. She came in. She drove an hour and half, two hours. Traffic sometimes. She put the work into it. Meanwhile, I get these people, you know, I need help. Please help me. Help me. You want help? I'm going to help you. And I will help you. But you got, you got, no, it's got to you got to really want it. You got to really want it. If you want it, I'll help you. And I will be there to help you as much as I can.
But you got really what? No, 20 minutes. Oh, it's too far. 20 minutes too far. Me and my sister drove an hour and half, two hours, months, almost probably a year. And she did that for her dog.
Lianne Shinton (41:00)
it.
The two parts of that story that really stood out to me, because we talked earlier about how you don't train in their house. So she came to you, you mentioned that a bunch of times, that she's come to you. Now the situation that you just described, everybody could understand why that could have gone south very, very, very, very badly. So she did the work and then she was able to get the results in her house without you there.
Felix (41:26)
I love you, man.
Lianne Shinton (41:34)
So that's kind of like, yeah, you may have to drive 20 minutes to get to Felix, but you're gonna be able to handle extreme situations like that where someone just lets your dog out and you could call them back and you're holding the baby, which makes the dog a little bit more protective. You're in your house and the dog didn't bite anybody. And she was able to handle that without the equipment and the baby in her arms. So that's empowering.
Felix (41:58)
Yeah, no, nothing
on the dog. The dog was completely, completely naked.
Lianne Shinton (42:06)
Yeah, that is quite a dramatic transformation and also empowerment that it's worth putting in the work because it's going to be lasting.
Now, is there anything else that you wanted to share about dog training beyond?
Felix (42:28)
Well, the one thing I can say is, ⁓
I can definitely help people. I can help them as much as they want to help. If they want the help, I can help them. ⁓ I try to understand people for when they need it, what's going on with them. So I understand. They'll have to... ⁓ perfect example. Let me just give this one thing.
I get I I I've had a local and I'm put the slate down. I don't know her name so I can't say her name but she's a local trainer and she yells at people. She yells at people. They make mistakes or they do something wrong. They yell at people. She yells at them. I'm like what the what kind of kind of trainer are you? What kind of person are you to be yelling at um people that are looking for your help?
Why are yelling at them for? Because they don't know what you know? Because they make mistakes? They're gonna make mistakes. They're all making mistakes. That's why they pay you. So, I'm not like that. I'm really laid back as far as that goes. You're here, you're all gonna make mistakes. You know, and I had people act like, I had people come to me and they are, they're confused, they don't know what they're doing, blah, blah. And I'm like,
Lianne Shinton (43:30)
Yeah.
Felix (43:59)
That's why you're here. That's why you're here. So don't worry about it. You're gonna mess up. You're doing a horrible job, but that's because you don't know anybody. And that's what I'm gonna help you with. So that helps, that helps them. So if you work with me, I'm ready to lay back. I'm here for the dog. As long as you put the work into it and you're here for the dog, I'll be.
help you guys that I help whoever and I've done it before and I could continue doing it you know if the ones that people have to need they they like they have that means like this I'm good I need you tell me what to do I'm gonna help you but I'm not gonna yell at you that's that's one of the worst things I ever heard you know yell at the person that the people are asking for your help
Lianne Shinton (44:47)
Yeah, yeah.
Felix (44:48)
Like, you
know, and people take it, I think some people, some trainers take it too seriously in a way. Like, you gotta take it serious, but you can't take it so serious that you like yell at the person or you're like angry. It's not gonna make things any better. It's not gonna make things better. You know, I've been around other trainers and stuff like that and I've learned what I don't wanna be like. I've learned that what I wanna be.
Lianne Shinton (45:02)
You're not having fun.
Yeah.
Felix (45:18)
the way that I would want my training to be. And hopefully I can picture that. And I do that. know, like, her Nellie, she talks about her personal life, most of the lesson. People are there for one hour.
They want to hear what my favorite TV show is and whether he won that episode or he won that thing that was winning the world, saving the world. Don't get me wrong, I do talk about this and that. We fall into conversation. But I'm not saying, you know what, listen, I got this personal issue and I need to tell you about it next half hour, 45 minutes. It's like, no, let's talk about the dog. Let's get to work. Let's do the dog. And in the middle, we'll talk about...
Lianne Shinton (45:43)
You
Felix (46:04)
You know, I've talked to people about TV shows and stuff like that. We had Saint-Sylvain favorite TV shows and stuff like that. But it's like, I'm not going to talk about my personal life, 45 minutes, and 15 minutes talking about your dog. When people come train with me, it's like, we're going to get to work. We're going to get to work with your dog. And we talk, and I've had this, we talk 45 minutes. But guess what we talked about? The dog.
Not, not, not, Noah. You know, I got this personal issue and you know, and the sky's falling and you know, stuff like that, you know, so. And then I another train I worked with. This one, he didn't want to answer my questions. Why am I, no, what do you feel? What do you feel? What am I supposed to feel?
Like, he didn't want to answer my questions. He didn't like, why are we doing this for? Later on, I figured out why we're doing it before. But at the time, I was like, why are we doing this for? You know? And I get people answers. I don't make them mystified or anything like that. We're doing this for this reason. And this and this and this. I might go into a tangle, but at least I tell them. So my point is just that I try to give them the value of what they deserve and what they need, the dog needs. Give them the information.
have some fun doing it. actually yell, I do yell at people I work with when they start not having fun. When they start getting upset and stuff like that, I do yell at them. But the thing is, as you know, the dog will feel that. The dog is gonna feel, the dog is not enjoying it. If you're not enjoying it, the dog's not gonna enjoy it. So, you know, it's, I think some trains take it too serious, like the same in the world.
Lianne Shinton (47:42)
Yeah.
Mm-hmm.
Yeah, it's not fun.
Felix (47:54)
You know,
my eyes, and I've seen this in other industries, they're helping these people, save the world type of thing. You're not saving the world. Even more important jobs out there, you're still not saving the world. People are not gonna know who you are. You're not gonna be written in the books. So don't act like you're saving the world from aliens or something. You know what mean? Take a breath.
Lianne Shinton (48:19)
You
Felix (48:23)
and help the people as best you can, help the dog as best you can, without doing these outrageous things, not yelling at people, not telling the answer because you think you're so much higher than my ear. ⁓ Stuff like that. I give them the answer as much as I can. I try to give them as much information. We're going to get to work. ⁓
You know, stuff like that. And have fun with it. Like I said, I, like I said, I tell them, I yelled at them, like, stop, stop doing that. too tense, relax. You know, the dogs will feel it. The dogs will know you're not having fun. Have fun, enjoy it.
Lianne Shinton (49:05)
Well, let me throw a scenario at you because I've encountered this as a dog trainer. from what you just talked about, it's as we know, it's so important to not just be a coach for the dog, but to be a coach for the people. ⁓ one of the pain points that I see sometimes is where husband and wife, they're kind of squabbling over the dog. The dog behavior is causing friction. Now they get into training with us as the trainers, we're trying to help them.
Dad's not listening and it's just causing a lot of friction within the marriage. Have you encountered situations like that?
Felix (49:46)
Unfortunately, yes, have, I've seen it. They weren't even my client and that's ⁓ Not sad, sad. I shouldn't say sad, it's disappointing. I saw a situation in which the wife, the kids wanted to help get the dog better and the husband sat down, folded it like this on the sofa, his legs, and this is why I don't.
do home lessons, but this was a zoom and he was his thing. His pie was so thing that he wanted to say that it was not gonna work. So I what happened was this was like lesson two. This happened before lesson two, lesson three, which, you know, that's nothing. the dog bit someone and he's basically insane. But, know, I told you that could work.
You know, meanwhile the kids want to save this dog, the wife wants to save this dog, but the husband's like, it's not gonna work. I told you, I told you it's not gonna work. Instead of being like, listen, we're gonna help this, we're gonna be together to help this dog. So yeah, I've unfortunately encountered that. And I've actually had a case one time, this...
Lianne Shinton (50:46)
Yeah.
Felix (51:16)
family brought this dog, wife was bringing the dog, working the dog, husband never want to work the dog. Husband never did the commands. So a place wasn't, he wasn't using a place as a place command, right? He was using place as having the dog walk next to you, close to you. So a let's go, heel. So his definitions weren't right to
what we usually use for like say place or but that's okay because I'll tell people I don't care what the command is you use you can use donut as place as long as the definition is right I don't care what the command is right so if you if you say donut and the dog places and that's what you want and that's the right thing I don't care that's fine but the problem was that the the family the wife wasn't using the same as him he was just
Lianne Shinton (52:01)
Mm.
Felix (52:15)
doing, saying whatever, and it was what she's been doing. And she walks with the dog a lot. So he came in one lesson and he got upset because I was telling him he's not right and she was telling him he was not right. It wasn't just me. I was telling him he's not doing the right thing. And she said, you're not saying the right thing. It's not the way we do it. And he got so upset. He was like, this is a man.
Lianne Shinton (52:32)
Hmm.
Felix (52:45)
He got so upset and said, listen, what's the right thing? What should I be doing? Okay, I got it now. I'll do it now. No, he left my place like a two year old and then canceled the rest of the training. Canceled the rest of the training. And mind you, I help people with payment plan. I shouldn't do this, but I do it to help people. And I know there's a risk.
Lianne Shinton (53:03)
off.
Felix (53:15)
I do payment plans so they can't get it financially through a firm or something like that. I will finance it myself. I'll do payments with them. If that helps them. I was doing payments with them. So I took a chance by helping them and he sort of kicked me in the butt by now saying, oh, we're not going do it no more. We're done. It's because he couldn't take criticism. And she even told me, the wife, he couldn't take criticism.
Lianne Shinton (53:44)
Yeah.
Felix (53:45)
Instead of being there to help the dog and help the wife and help the family, help everyone that loves that dog, Hila has probably gotten in the way. Hila has probably gotten in the way. And I'm used to guys like that anyway. Because I was a cop and I dealt with a of cops that fool crap. It's not because they're cops, they're cops, but they have that personality.
So instead of saying, listen, okay, what am I doing wrong? Okay, I'll go fix it. No, he ran out, like slammed the door, leaving, like a two-year-old, and then, and me and the wife was talking, yeah, he doesn't do it right. He says the wrong things, and I try to correct him, he will listen.
Lianne Shinton (54:18)
Mm-hmm.
Mmm.
Felix (54:42)
And I cracked him. when he was there, I cracked him. No, I'm like, this is not the... You could do it at this point, but you can't do it at this point. You could do it this point, but you can't do it this point. And he's like, he just didn't... He's like, what? It's because he wasn't following the training or he got this confused. Whatever it was, and he couldn't take it. And then she was saying the same thing. And he just, he let his emotions take over him. And then he canceled training with me.
And then he blamed me. Meanwhile, she was saying the same thing.
Lianne Shinton (55:13)
Yeah. Yeah.
Yeah. And that's why I asked you that question because I figured with the police training de-escalation and just the way you're talking now, I'm like, bet you would probably be very successful with these kinds of situations where we have our husbands and we know that...
Felix (55:33)
If
they're to help and take part, will help. I will work with anyone. I don't care who comes. I will work with anyone. But the thing is, you're not going to make a horse drink water. You're not. You're just not. I don't care who you're. know, there's a lot of these trainers out there, a lot of these people, they think that they say something and it's going to change the world. I hate this. And I don't want to sound like, you know, bad.
It's not gonna change the world. put your voice out. If I do put my voice out there, it's just ⁓ a self thing of laying my lease, if you will. But I don't think I'm gonna change, because listen, we can't allow these dogs to do this. No one's gonna listen to me. They're not gonna listen to me. So a lot of these trans, they think that their wood is gold and no, it's not. So, and...
Lianne Shinton (56:18)
Yeah.
Felix (56:29)
Going back to the owners, it's the same thing. If I say something, they're not gonna take it. They might take it, they might not. But if they don't wanna take it, I can't lead them to war. And I've seen this husband thing a few times. I even see the wife, it happened to the wife that she was doing same thing. And they just get this ego thing. Instead of focusing on what needs to be done,
They're focusing on themselves and their emotions. Give me one more real quick thing. You might have seen this.
Lays in the home depot. Her dog gets attacked. She's with a friend.
And her dog is getting attacked and she goes on the ground instead of stopping helping her dog, she goes on the ground like that. Her friend or family is still helping the dog. The dog gets out, they break the fight and she's still on the ground like palling and not care and her back is to her dog.
Right? So she doesn't know if her dog's loose or what. But she's so into her own self instead of helping. What's task at the point? Save your dog. That's the task. No, she goes to this fit. She's like, her dog's behind her, it's going on behind her.
Lianne Shinton (57:55)
Mm-hmm.
Felix (58:05)
And they release, they separate the dogs, the dog's fine, but she doesn't know that because her back is to them. So she's allowing her emotions, instead of doing what has to be done, she's allowing her emotions to take over. And unfortunately, people do that all the time, not in that drastic thing, but they allow that to happen. And that's what happened with these other, these husbands.
You know, and I see great husbands, see great families, I see great owners, I see bad owners. I've them all. you know, they, like the first one was saying, he's like, I told you I right. I told you. I told you. And then instead of jumping in to help, help them. He's just, he's laying back on the sofa, his arms crossed, his legs up. And he's like this. Me and the kids and the wife were trying to train the dog.
Just saying that dog, dog had bitten someone. Right? Husband's just like this.
Lianne Shinton (59:04)
Yeah.
I would think that that would be a big motivator sometimes in a family with a dog that is causing friction in the family, just like kids cause friction in families. And, you know, someone reaches out to us dog trainers because they want someone in their corner. They know what needs to be done. They know they need a trainer. They know they need help, but maybe their spouse is making things more difficult. So I think having someone like you in, in their corner to help navigate that you've explained some
more extreme situations, I'm sure you're fantastic with helping people in this situation who wants someone in their corner. But it's good for me to hear as a fellow dog trainer because I've been in that situation before with male chauvinistic folk and it's challenging for me and I'm like, boy, how do I deal with this? So yeah, you sound like a fantastic trainer to have on your side.
Felix (1:00:00)
And it's kind of,
it's, you know, it happens with partners. It happens a lot of times with husband and wife, so partners, it's happened. I've seen it, but unfortunately, I just deal with what I have, and I help them as much as I can. But, you know, that was a recent one, the one that the husband walked out.
I have your wife telling me the same She's telling me the same thing. And you can't, she's telling me what's, you're not even doing the commands right. You're telling, you're saying place when there's no car around. You know?
Lianne Shinton (1:00:44)
Yeah, it's kind of like
lying to the dog at that point because it's confusing. Yeah.
Felix (1:00:48)
Yeah, you you're
saying the commands the wrong way. The dog doesn't understand. How's the dog supposed to be successful? And then when they come there, he doesn't want to train, work with the dog. Okay, fine. You don't want work with the dog, You feel, whatever. But don't get upset when I tell you, you're doing something wrong. No, that's not the right way. And then he got upset. I tell you, I never saw anything like that. Ran that stormed out like a two-year-old. Like really slammed my door.
like close the door hard. And I'm like, look, know something's gonna happen out of this. know? So I had another thing years ago, same thing. You know, the door, the husband didn't want help, they had a puppy, very high-energy Jim Shepard, didn't want help, and I was like, ah, like, you you're...
Now I was playing with him like, oh, you know, you're a strong guy, but you you used go soft spot for that puppy and blah, blah. I must've said something because he turned out to like me. I was over their house to help them. And I said something, I forgot why it was all time ago. I must've said something and he didn't like me. And then I take you not right after that. All right, we got another dog trainer we'll send her to.
Lianne Shinton (1:02:10)
Ego, yeah.
Felix (1:02:11)
Yeah, I must have said something because I I know you're strong will but you got soft spot for that puppy bubble I said something like I remember saying something and he must have didn't like it whatever because I'm telling you right after But he was a dumb one just
Lianne Shinton (1:02:17)
Aww. Yeah.
Felix (1:02:29)
You know, just, ⁓ But then again, don't do that, but then complain that you're right when you're not even getting into it.
Lianne Shinton (1:02:31)
Yeah.
Yeah, I think it takes an experienced dog trainer because I remember like when I was 17 and I was a young dog trainer and you know to encounter scenarios like that where you're trying to help and you know you're trying to assess you're trying to teach and you're hoping they want to learn and you have someone just looking at their phone and it's rude and it's it's hard. So I think it takes experience.
Felix (1:03:03)
That's why I was doing it the house because the very first one, the first one I had, the owner was laughing. Like everything I tell is, I'm just a grown adult. Everything the dog, everything.
Lianne Shinton (1:03:05)
Hmm.
Felix (1:03:19)
Everything I did, everything, everything I did with the dog, ha ha ha. And then it was like grand central station. Everyone in the house was through the living room. Everyone was going through it. Like that, it kept on getting interrupted.
Lianne Shinton (1:03:24)
my god.
⁓ yeah. Yeah.
Mm-hmm.
Felix (1:03:36)
I'm like, I'm like, I'm not, I, really, we had a couple lessons, right? I did like small, small, small package. I'm like, if she wants help, she's gonna call me. Right? We had like one or two more lessons. She calls, she calls me, she's going, she don't call me. She don't call me after. And what am I supposed to do with that? If you, if you laugh at every, every little thing the dog does, the mother,
Lianne Shinton (1:04:00)
Yeah.
Felix (1:04:05)
I'm like you're feeding the dog too much, dog's overweight. ⁓ the dog has to eat, blah blah. They're giving the dog kibble all day and then they're giving him these big meals, chicken and beef and rice. And then the owner is laughing at every single thing I'm doing. The whole family lives there, so they're going through the ruin.
Lianne Shinton (1:04:11)
Yeah.
Felix (1:04:29)
So it was a disaster. like, I'm not doing this no more. It's not gonna work out. The dog's not learning anything. I'm on his turf. And there's interruptions after interruptions. And she doesn't care. She's laughing. She's asking me for help. And then everything that happens, she's laughing. So, you know, I stopped doing that. And I started doing, she's like my mentor. I had them come to me.
And you know that way we work the dog in a strange place they don't know and they could overcome I have a puppy first lesson today came here before for a free lesson actual first lesson today guess what the puppy was scared of everything the car everything when he left he was more comfortable way more comfortable they didn't want to in the car much more got progress
very scared puppy, Bernaduro. Nice dog, but very scared. And that's why I do it. Now that dog is with a strange place. So now this week, the owner's gonna walk him at home. So now that's two places the dog got worked. And you know, that's benefit for the dog.
Lianne Shinton (1:05:39)
Mm-hmm.
Yeah.
Good point, yeah.
Yeah, the story you just shared before the puppy, you know, having the struggles in someone's home and saying, all right, there's some cons with training in the home. I'm going to shift, I'm going to pivot, and I'm going to train at my facility. I like that you're so solution oriented and because a lot of us dog trainers, you know, we just keep trucking and that's where we get burnout. And it's hard because
Folks can't learn, so you're putting them in a different environment that's more like school. So very solution oriented. So yeah, kudos to that.
Felix (1:06:27)
Yeah,
it's all about the dog. It's always about the dog.
Lianne Shinton (1:06:31)
Yeah, yeah, excellent. And we are at the top of the hour. So unfortunately, we have to wrap it up, even though I love the stories you've been sharing. ⁓ I think it's easier for folks to pay attention when they're listening to stories. And I felt like your stories were quite entertaining too.
Felix (1:06:39)
I could do this all day.
man I got so many stories
I got so many stories ⁓ one last one real quick one. Why did I learn to be more engaging, more active? You know where I learned that from? police academy. I went to Westchester police academy first right and this was 2003
Lianne Shinton (1:06:56)
Okay, yep, yep.
or what?
Felix (1:07:18)
The instructors, some instructors were so bad, people would fall asleep. Like there was one that came in and said, listen, if you're gonna fall asleep, stand up. Because he said the year before, someone slammed their head on the table so hard they knocked themselves out. So my point is that ⁓ I learned to try to be...
Lianne Shinton (1:07:24)
Mm-hmm.
Oops.
Felix (1:07:47)
It's interesting and engaging and stuff like that because I saw what it was like, the opposite was like, it was just bad. mean, people like you have a whole room for people.
Lianne Shinton (1:07:49)
Mm-hmm.
Yeah.
Yep.
Felix (1:08:03)
They knocked
out. They're they're falling asleep. So that's why I learned that one from.
Lianne Shinton (1:08:10)
Yeah, and that's part of teaching people too.
Felix (1:08:14)
Oh, they were bad.
They were bad. They were bad. mean, teaching is teaching should not be everyone should not be everyone. Everyone can be a teacher. don't think I'm a great teacher either. think I got lot. Oh, let me just tell you, I have to shout out one thing and I will say to that. But there's all this others out there, but I'm trying the best instructor out there. my opinion, as far as teaching, he could teach.
Lianne Shinton (1:08:23)
Mm-hmm.
Felix (1:08:43)
He can teach me about flowers and I'll still be entertained, engaged. Michael Ellis. I'm telling you, I don't know what it is. I've been listening to him for at least 10 years. That freaking guy, I met him once, I met him a couple years ago. He's such a nice guy. Such a freaking nice guy. He gave me a tour of the school for no reason. Just because I call his wife, I'm listen, I'm big fan, I just wanted to say hello to him.
Lianne Shinton (1:08:50)
yeah.
Yeah.
Felix (1:09:12)
And I was in California, I was driving by and I had a little bit like little bit of time. And he said, and she's like, yeah, come in. And she forgot to tell him he's at the place. He's like, yeah, yeah, come in and I'll show you the place. He took him a tour, really nice, really, really nice guy. But I can listen to that guy all day. If you want your dog trainer and you want to learn how to teach people, listen to him.
Lianne Shinton (1:09:28)
Mm-hmm.
Felix (1:09:37)
He is fantastic. I don't know if it's because of his voice, the way he acts, or what, he is just, I talk to, I talk to my friends about him all, my friends about him all the time, and she loves him too. Just, he could, he could, like I said, he could talk about seeds, and I'll still be entertained. Like, it's amazing. Love, and come back.
Lianne Shinton (1:09:43)
Yeah.
Yeah. Yeah. I love listening to him talk
about ⁓ his pigeon, the pigeon racing. If you've ever heard him, I did a podcast with him and he talked about his pigeons. I'll send you that one. Well, ⁓ speaking of dog trainers that, you know, you have followed and have helped shape you as a dog trainer before we got on the podcast, we did talk about Molly and I would love for you to share a little bit about.
Felix (1:10:02)
⁓ you did? I know I didn't hear. my God. That freaking guy, he's amazing.
Molly was not my dog mentor, mentor. She was a business mentor. have had a them. Molly was so, so, so nice. She was always really nice. How you doing? She was always nice. When you were with her, she gave you attention. I was with her on and off for years.
Lianne Shinton (1:10:29)
Mm-hmm.
Felix (1:10:49)
I telling you, I started with her so far back when she was either giving away or selling CDs. I had the collection of my car, my old car. I had the multiple CDs and you could shift between them in the car. And I still had them. She was great. She was really great. She was a really nice lady.
Lianne Shinton (1:10:58)
It's a long time ago.
yeah.
Felix (1:11:19)
She was one of my business mentors. She was really nice. I was jealous of her because she was living in Hawaii and stuff like that. I'm man, you live in nice places. But I'm freezing here, and you're a nice woman. But yeah, she was really nice lady.
Lianne Shinton (1:11:29)
Yeah.
Felix (1:11:42)
It's so bad what happened to her and stuff like that because ⁓ she was a good one. You could trust her. You could definitely trust her on helping you.
Lianne Shinton (1:11:57)
Yeah, I hope that Jason, her husband, I'll reach out to him because I would love to have him on my podcast to chat more about what he's got going on.
Felix (1:12:04)
Yeah, I talked to
them a little bit, not much as her. But yeah, they were really nice people. But yeah, it sucks. It just sucks. And she was definitely a good one.
Lianne Shinton (1:12:15)
Mm-hmm.
Yeah. Well,
I appreciate you sharing. I'm glad you shared about Michael and about Molly at the end there.
Felix (1:12:27)
Oh my god,
I'm telling you, he's, you know what I like about him too? He's not, he doesn't interject into anything. He just does his thing. He just does his thing. He's not, he's not trying to make waves. He's not, but I can listen to him about stuff. And whether he's 100 % right or not, I just like listen to him and learn from him. And I'll tell you, I used to get the DVDs, little book DVDs, three hours long.
Lianne Shinton (1:12:37)
Yeah.
Yep.
Felix (1:12:55)
I
watched three hours. I can't watch 20 minutes of a TV show nowadays. And I used to watch three hours of him, healing, whatever, it was just magic to me. And listen, he's a really good, talented instructor. He was a talented, and that's something, that's another topic, but.
Lianne Shinton (1:13:09)
yeah.
Absolutely.
Felix (1:13:19)
I don't care if you ever won a competition. I don't care if you ever won anything. Whatever his knowledge is was amazing. Just was really engaging, amazing. So he was like a top of my opinion, one that he still is. I think he's one of top guys out there. He's not, I'll say he's not business guy. He's just dog training.
Lianne Shinton (1:13:34)
Mm-hmm.
Felix (1:13:48)
And I think you could get such value from him. ⁓ Yeah, he's a great guy. And like I said, he just does his thing. As far as I know, he just does his thing and that's it. And that's the way we should all be. I think it's a little too much ⁓ putting everyone's opinion on everything else.
Lianne Shinton (1:14:09)
Actually, that is something that I recall. was a while ago I had Michael on my podcast and that was something that we talked about as well is I ⁓ think we talked about letting other people kind of shape the direction of your life. It was quite motivational. So I will send that one over to you. So for anybody listening, definitely listen to the Michael Ellis podcast.
Felix (1:14:27)
I it.
But once again, if anyone wants help in the New York area, I'm about an hour New Jersey, 30 minutes from Connecticut. I'm here to keep seat. You know, need help or anything like that. But I definitely, definitely, definitely, definitely here for the dogs.
Lianne Shinton (1:14:35)
for Kipsey.
Go to DT.
DTBeyond.com and thank you so much, Felix. I really enjoyed our conversation. You're super fun to listen to.
Felix (1:14:58)
I
could do this all day talking about dogs.
Lianne Shinton (1:15:01)
I know the last time we talked on the phone, it was like an hour and a half.
Felix (1:15:07)
I could do it. could go on. Whether you talk about dogs, business, if it's my area, I could talk about it.
Lianne Shinton (1:15:15)
Yeah, I think the last conversation we had was more business oriented because that is my jam. I'm a dog trainer, but I also like to help dog trainers with their business. yeah, you definitely are ner-
Felix (1:15:27)
And
also a lot of trainers need to learn more about business. really do.
Lianne Shinton (1:15:33)
Definitely. Yeah, that's something that I wish, like when I first went into dog training, was like, dogs are cool. I love dogs. I want to learn all about dog behavior, but I wish at the time I leaned more into the business side.
Felix (1:15:46)
And it's like
that a lot of other stuff. Like I have a friend, he runs a mall short school. Guess what? You have to have a black belt in mall shorts, you have to have a black belt in business. It's like you have to have multiple things. The one thing I hate, I hate this, I hate this. And I've been told this, believe it or not. If you're good at dog training, business will come.
Lianne Shinton (1:15:56)
Yeah, it's a good way to put it.
Felix (1:16:13)
And I don't believe in that. I don't believe in that. I think you still have to have some form of business marketing something. You have to have something out there. Just because you go to train dogs, know, build it, they will come. I don't think, I don't believe in that. I don't believe in that at all. And I've been told that, I've been told that. Totally wrong.
Lianne Shinton (1:16:14)
Nope. Nope.
Yeah, I agree with you.
Yeah,
I agree with you. And I think that a lot of our competitors, the dog trainers up the street, that's maybe the mindset they have. They're not working their business. So I know working your business is hard, but you're the one that's going to survive.
Felix (1:16:52)
I want them to believe that it's better for me. So when they, this has happened too, they forget to call Lee. Guess what? ⁓ I contacted them. They know, call me back. You call me back five minutes later. You know, and it's like, and I know Dolphins have done this. They've gone to, ⁓
Lianne Shinton (1:16:54)
⁓ That's true. Yeah. ⁓
Mm-hmm.
Felix (1:17:21)
seminars or they gone to trials and they forget to call their leads. It's like, it's like, listen, you gotta, I mean, don't worry. Well, I like to have fun too, but you know, you got your priorities wrong. You need to run your business to make that money so you can go on trials. The trials is not going to win the awards.
Lianne Shinton (1:17:27)
Yeah.
Well, you might win an award at the trial, but it's not going to pay the bills. Yeah, it's not going to pay. Yeah.
Felix (1:17:47)
I mean, I'm money, mean. I mean money. Money. I mean money. the trials
is not gonna win you money. It's not. You know, so. And it was another guy, famous guy, rich playing piano. He died a few years ago, but he was one. It was a bodybuilding thing.
Lianne Shinton (1:17:54)
Yeah. Yeah.
Felix (1:18:08)
competition competition same thing I won't what's competition they want to win competition they do no social media they don't put more and no market he did marketing he he went a huge competitions became huge huge following and he was making money meanwhile there's other guys that like level competition higher than him they weren't making money
Lianne Shinton (1:18:35)
Well said.
Felix (1:18:38)
It's not, it's, it, it, think that, you know, it's the, the next, uh, technique. It's the next seminar. It's, I need to train this. Don't get me wrong. I was like that too at one point, but it's not about that. It's about how to run your, uh, feed your business. And I'm, I'm struggling doing that. I've been doing that for a while and I'm still struggling to try to figure out how well works, what doesn't.
It's a struggle. It's not lovely, but guess what? That's what's going to keep you from having the vacation and the money and stuff like that. Not going across the country to do a trial and then win a $20 trophy. That's not going do it. mean, and if you do get lucky and you become huge and your name becomes huge, 20, 30 years later, you get lucky and you're so lucky. Great, wonderful.
It's not... Your business is going to suffer for it.
Lianne Shinton (1:19:46)
Yeah, yeah, all well said. Thank you so much, Felix. This has been such a fun conversation. We took a different shift at the end there, but that's my jam. So maybe you can be on again and we can talk more about the business stuff.
Felix (1:19:51)
No, Bob, thank you.
I'm always
a real, I'm always a real, but I love, I could do this whole day.
Lianne Shinton (1:20:04)
Awesome. Well, thank you again. And for folks that would like to visit Felix's website, so it's dtbeyond.com. And then for my website, automationdogs.com. And ⁓ again, I'm Lianne Shinton. And thank you for listening. Thank you.
Felix (1:20:06)
Thank you.
Thank you.
Bye bye.
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.

© Copyright 2026. Automation Dogs - Box Elder, South Dakota, USA. All rights reserved.