March 19, 2026
60 min
Automation Dogs Podcast

In this episode, I sat down with Larry Krohn for a conversation that started with a fun, unexpected question:
“If Jurassic Park was real… would you go?” From there, we dove into the real challenges trainers face, including: Burnout and what actually helps, problem dogs and difficult clients, big thought-provoking questions that led to surprisingly honest answers. Whether you’re a dog trainer, a business owner, or just love learning from top trainers, this episode is packed with insights, laughs, and practical takeaways.
“What you see is what you get.”
— Larry Khorn
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 (00:01)
Hey everybody and welcome. So I'm Lianne Shinton from Automation Dogs. Welcome to my podcast where I try to create content to help other dog trainers. Sometimes it's new dog trainers and we're just kind of helping each other. And then sometimes it's super experts that, ⁓ you know, we've all kind of heard of and we want to hear from so that they've already kind of been through it and maybe can share with us.
on how to avoid some of the pain as we are building our businesses and training dogs and dealing with clients and all that great stuff. So today I have the pleasure of interviewing Larry Crone. Welcome, Larry.
Larry (00:43)
Hey, Lianne, thanks for having me.
Lianne Shinton (00:47)
Hey, thank you for joining me. So I was asking before we started, because I want to make sure that of course introduce everybody correctly. And we were talking about your business, Packmasters, and just wanted to make sure everybody knew, Packmasters, it's P-A-K, is that right?
Larry (01:00)
Mm-hmm.
Right, right, right. Yeah. Yeah. But like you said, I like, think people refer to my name more than the company because I don't use it that often, but that's how it started long time ago. And I just keep it there, I guess, for legal purposes and paperwork and everything.
Lianne Shinton (01:26)
Yeah, yeah, it's interesting because you've made such an amazing name for yourself. And yeah, you have this business name that people may not associate with you.
Larry (01:37)
Right, right. Yeah, it's crazy.
Lianne Shinton (01:41)
Yeah. So interesting, you know, the journey that you have been on and I have some really fun questions I hope for you today because you do a lot of podcasts and a lot of unique things and I want to keep this entertaining and maybe a little bit different so that you're going to have some fun today too. So, and then I'd ask you
Larry (01:49)
Awesome. Yeah, cool.
We love it.
Awesome. I look forward to that.
Lianne Shinton (02:08)
I'd asked you just before we started if you remembered meeting me, because I came out to Rolex in Kentucky and that you came out and we got to meet.
Larry (02:15)
Yes, yeah.
Yeah, that was literally like 19, 20 years ago. Crazy.
Lianne Shinton (02:20)
I think that was.
Yes. And, you know, sometimes things like I don't remember everything. I don't have the best memory, but I think when I think about big events in my life, I remember them like 9-11. I, you know, I know exactly where I was and every moment, whether it's good or bad, like it's such an emotional thing. And I think why I remembered Rolex so well was because
There was a young girl who was competing in the cross country and we knew her and you know the basket jump in the cross country.
And I guess like it's kind of a really tricky jump because the horse has to worry about what's above them. And, ⁓ man, you know, ass over tea kettle, helicopters had to come in and it was just terrifying.
Larry (03:11)
you
wow, I don't remember that.
Holy smokes, I don't even remember that. That's how bad my memory is. Wow, that's awful.
Lianne Shinton (03:21)
Yeah.
Yeah. And I think too, like Rolex, the horse event at the park there, they kept announcing the time, like it's 9 a.m. Rolex time. And then they announced the helicopters are coming in and I'm like, my gosh, what is happening? And it was this young girl that we knew and it was just so significant. And her mom would run along and try to keep up so she could like be a part of this and be there for her daughter.
Larry (03:41)
you
for awhile.
Lianne Shinton (03:56)
I
can't even run like a little bit, but yeah, it was very emotional. I'm thinking that's why I remember it so well.
Larry (04:04)
Wow, yeah, I bet.
Yeah, that's scary stuff. You know, I did a seminar in England in September and one of the people that were hosting me, he's a jockey. And I went to watch one of his events. was a race, but they do all the jumping in the races and stuff. my gosh. Every time they went over and all the horses are going at the same time over these jumps. I just cringed. It was so stressed out just watching it. I don't know how they do it.
Lianne Shinton (04:13)
Wow.
Larry (04:33)
scary.
Lianne Shinton (04:36)
Yeah. Do you have horses or have you ever worked with horses?
Larry (04:38)
No, no,
no, I love horses, but I don't have any.
Lianne Shinton (04:45)
Yeah. I mean, I'm not a horse person. okay, I'm going to jump into a fun, like opener question. I'm excited to hear your answer. So this is kind of a bit silly. If Jurassic Park were real, would you go?
Larry (05:03)
Yes, absolutely. Yeah, I love wildlife. I love the outdoors. Absolutely. I probably need a few drinks in me first, but I'd go.
Lianne Shinton (05:16)
That's really smart. That's really smart. Yeah. ⁓ cause I, I thought that was such an interesting question because I think it kind of tells us like, if you're someone who, ⁓ we'll kind of wait on the sidelines and watch versus just jump in and do it. And I'm not surprised.
Larry (05:18)
Yeah. ⁓
Yeah, that's an awesome question. I like that.
Yeah, it's cool.
Lianne Shinton (05:43)
Yeah, I'm not surprised of your answer. ⁓ You're very bro. So of course you're going to say yes. ⁓ But when I first met you, you, you're, you're always looking for this new way and you're trying to surround yourself with experts and you're, you're, seem to be like the first doing this and really putting yourself out there. So your answer doesn't surprise me at all.
Larry (06:10)
⁓ cool.
Lianne Shinton (06:15)
So my next question, ⁓ let me see here. What's something you enjoy that most people would find boring?
Larry (06:29)
Oof.
That's a really tough question, I think. Well, a lot of people know this about me. I'm a big hunter, I'm a big deer hunter. And I spent a lot of time sitting in a tree in really bad weather from dark till dark, 10, 12 hours at a time without moving and doing anything. A lot of people know I'm into that. I'm not a patient person or someone that can sit around doing nothing. I'm always on the go.
Lianne Shinton (06:44)
Hmm.
Larry (07:02)
But I use that time of year in the fall. It's kind of my therapy. it's the, there's two times that I could sit there and do nothing. That's when I'm sitting in a tree in the fall, just enjoying nature. ⁓ and I, and I enjoy my road trips with a dog where I just turn everything off. And for sometimes hours at a time, there's no music, there's no podcasts, there's no nothing because I don't get a lot of downtime like that, you know? So I really enjoy that. You know, I just drove up to New Jersey. was my mother's 75th birthday.
And I just went home with my kids to surprise her. Most people are going to fly. It's a 14, 15 hour drive and we're only going for one day. I drove it. I drove it there. I drove it back because I actually enjoy the road trips and I wound up having a blast with my kids in the car. Cause usually I'm by myself, you know, so there's not very many times where I get a lot of downtime to do that thing. think most people wouldn't be able to sit still in the tree and you know,
20 degree weather freezing to death, that's my thing for sure.
Lianne Shinton (08:06)
I find that my mind races so much, I almost need something to concentrate on. What you just said made me think of something that I learned more recently, maybe 10 years ago I learned about this. Some people have like a narration in their head, like I can hear my own voice when I'm thinking about things. And there's people that have no like,
Larry (08:13)
Hmm.
Yes.
Mm-hmm.
Lianne Shinton (08:36)
running their dialogue in their head and I'm like, ⁓ my gosh, I wish I had that.
Larry (08:41)
I'm with you, I have a constant dialogue and sometimes if I'm with my wife or kids, apparently I say it out loud and I don't even know it. I do it a lot because yeah, things are always running like that. But that's why I have a hard time sleeping at night too because that's when it's at its worst. When I lay down to go to bed at night, like the mind is always racing and you're thinking about this and thinking. And sometimes you're about things, at least for me, that I don't even know why I'm thinking about them. It's just there, you know what I mean?
Lianne Shinton (09:12)
Yeah.
It's interesting because I always thought it was more like women that have that worrying state of mind and we're always thinking like that. So it's nice to hear that you have that difficulty too.
Larry (09:27)
No, absolutely.
Lianne Shinton (09:31)
So my next question, what's something people assume about you that isn't true?
Larry (09:40)
⁓ man.
I think a lot of times, and this is one of the things, I have conversations with people all the time about this. I'm pretty open about what I feel and think about things. I don't keep too much to myself. But one thing that kind of irritates me sometimes, if people think they know me politically and every which way inside and out, because if I think one way about something,
They just assume you think the same way about everything. And this is a conversation. I'll give you an example. A couple of months ago, someone had done a podcast and they had come to a seminar that I do with J Jack and Joel Silverman. And the podcast was about me. And so I saw, was like, well, the heck, this is never good, right? And it was good. They said really nice things.
But it bothered me so much because they felt that they had to do a podcast to say good things about me because they had a very negative idea of who I was. Like they were so surprised to see that I was actually a nice guy and didn't think about things the way they saw I was completely judged 100%. And that gets old sometimes, you know, and listen, I get it. I do it to myself and many times because I am.
very out there and loud and I don't hold back on certain subjects. But I think that's because so many people that run or own a business, they're scared to talk about how they truly think about things or which side they fall on about this subject or that subject. I really don't care. I'm never going to change who I am and hide things for business purposes. It's not the smartest thing, but I'm not the best businessman.
And I don't care too much about business. I've done okay in the dog world, ⁓ regardless of my flaws. And there's many of them, you know, but that, that is a thing. And, and, and, like I said, the podcast was, was very complimentary and I was happy about that. And I listened to it and I, and I talked to him about it, but they wanted to do a podcast and have me on to talk about all kinds of social, you know, subjects or political subjects.
I don't like mixing dogs in that. My family gets on with sometimes they want me to have two Facebook pages, the business page and the personal page. Smart people do that. I'm not that smart. I have one page, you see my life. You see everything. What you see is what you get. And I do get people at seminars that come up to me quite often and they say, man, I like you so much more in person. Look, thanks, I think. I don't know how to respond to that sometimes.
But that is something that like if they see me outspoken and support maybe a subject that they're, I get it all the time. You know, I had a two ⁓ gay couple friends of mine were getting married and I had nice things to say about them. And man, I couldn't believe the messages. Like I can't believe like you're okay with that. And some of them were happy I was and some of them weren't happy I was. I was like, that's none of your, why wouldn't I be? You know, why or more importantly, why would you think
Lianne Shinton (12:36)
Yes.
Larry (13:05)
that you know how I think about these different subjects, you know? But I get it. My wife gets upset sometimes because she's like, why do you allow people to think like you're some dumb meathead? You know, when you're not like them, like, listen, I am who I am. I don't try to convince anybody one way or the other. You know, some people, it seems like people either really love me or really hate me. There doesn't seem to be a lot in the middle.
Lianne Shinton (13:10)
Yeah.
Larry (13:31)
You know, I'm 54 years old, I'm getting old, I'm tired, I'm totally okay. I don't really care to give it. At one time in my life with all the social media stuff, it would really upset me and bother me when someone had nasty things to say about me or didn't like me. was like, why don't they like me? Like I've never done anything to them. Now I just don't care anymore. You know, it's just, I realize it's part of putting yourself out there.
You have to accept you're going to get a lot of ugliness back if you're always putting yourself out there, you know, and I choose to continue to do that. And every time I say, you know what? I think I'm done with this. I'm a little, I don't need to do this anymore. Someone will send me a message. Perfect timing of just, man, thank you so much. Like the help you gave me. You have no idea what your videos have done or you said this. I'm like, okay, you know, I can't stop it. That makes it all worth it there. You know what I mean?
Lianne Shinton (14:16)
Yeah.
Larry (14:26)
That was a long answer, sorry.
Lianne Shinton (14:27)
Definitely.
No, that got deep. And I think that's what a lot of people need to hear. I talk to doc trainers all the time and they're afraid to put themselves out there. I personally have always leaned into, I don't want to talk about on my business stuff. I don't want to talk about politics or religion. You know, I miss those days, but the world has shifted and it's, it's, it's tough to navigate.
Larry (14:34)
Right.
Mm-hmm.
It is, it really is. And sometimes it's really hard to keep your mouth shut when you know you're going to regret saying something. And I know when I think about something, I probably shouldn't say this. I know I'm going to regret it. Like every time I think that I say, should have listened to myself, you know?
Lianne Shinton (15:17)
Yeah, it sounds like your wife has kind of got your back and helps keep maybe you focused on the good things in life instead of starting to get sucked into some of those negative things.
Larry (18:49)
and I'll argue it.
Lianne Shinton (18:52)
We're back. No, you're fine. Is it the storm?
Larry (18:54)
I'm so sorry. This is like so ridiculous.
I'm assuming. Yeah. It was trying to load, go back on and I had to log out and I came back in.
Lianne Shinton (19:08)
It sounds clearer now because it was kind of cutting out before, so maybe it's even better.
Larry (19:12)
OK, all righty.
Lianne Shinton (19:14)
So are you okay picking up where we were kind of leaving off? I really liked what you were saying. And one of the things that stood out is you mentioned your wife and does she kind of keep you on the positive side of life?
Larry (19:16)
Yeah, absolutely. Absolutely.
Hmm.
Yes, always. Always. Yeah. And you know, she left corporate America almost two years ago now. She left a very good career just to run the business side for me. You know, and it's, man, it's taken so much stress away from me. There were times I had three emails going and 77,000 unread messages in each. And at that point you don't bother anymore. You're done. You know, it's like,
You get so overwhelmed and the anxiety kicks in because you're blowing people off and then you're getting nasty messages or you run into them at a seminar. Like you're too big now to respond to me. You have to show people. want to show you something. Right. And I'll show that one email, 70,000 unread emails and they go, holy crap. Like I'm not blowing people off. I'm not ignoring. I'm one person. I chose to keep it that way, you know, and not have a bunch of
20 year old kids working for me because I think I'd be a nightmare as a, I'm an easy person to get along with, but I would be a nightmare. can't have, I can't put my name on something that someone else is doing. You know what I mean? And that's why I've just, I've chosen to keep it like this, you know, just a one man show. And when I need a break, I'll take a break and you know, it's, it's worked so far and I don't know if I'll ever change that to be honest with you, Lianne.
Lianne Shinton (20:38)
Yeah.
Yeah, well, there's not many people who are having to navigate something like that because, you know, you're like a viral dog trainer getting all of these messages and this is new territory. So, yeah, I could see that. You want to keep the authenticity and it being you, but it's weighing on you. So, yeah, it's not many people who are dealing with that.
Larry (20:57)
No.
Yeah.
Yeah. Well, you know, I think I just got in at the right time. Like, like you said, when we met 20 years ago, when the internet thing just started, it was a good time. You know, now everyone it's like everything in any subject you look at today, sports, dog training, everything's gone so far, you know, that the stuff that people were impressed with 20 years ago, we were doing is just standard now, you know, like, and it just keeps getting crazier and crazier.
Lianne Shinton (21:28)
Yeah.
Larry (21:49)
And I never want to be one of those, you know, I don't have the kind of following the platform that a lot of these big social media trainers have. And I don't want it because I see so many of these people, especially younger people, I don't see them ever improve as dog trainers. They get bigger, but they put so much effort into the social media and filming and creating content that the dog training never changes. You know, when, if I look back at myself, the way I was
training five, six years ago, I know I'm doing a better job today. And eventually that's the progression I want to keep, keep getting to, till the day I'm done doing this, you know, because the second I stopped getting better and, just tried to grow my audience per se, I'm done. I don't want to ever want to be in that boat, you know.
Lianne Shinton (22:34)
Hmm.
Yeah. And I think you already answered my next question was going to be what's something most people don't know about your field because yeah, you're a dog trainer. You help a lot of working dogs and you help people on the digital space. There's not many of us doing that. So I think what I already kind of took away is that, you know, there's a lot that weighs on you that you can't answer all of these, you know, messages that are coming in and trying to navigate that and
Larry (23:06)
Sure.
Lianne Shinton (23:06)
Yeah,
your world is unique. But did you have anything else that you would like to share about what's something most people don't know about your field?
Larry (23:19)
⁓ man, you know, it's funny because.
I do quite a bit of stuff on the working side and sports side of things when it comes to behavioral problems, right? If someone calls me and says, hey, I want to be an IGP national champion, then I'm not your guy, right? I haven't had success in that field. I don't do that. Or someone says, I want to excel at agility. not sure. I'm going to send you to the right people. What I do.
find a lot of success in is I get a lot of people from different areas of sport and working dogs that have behavioral problems or struggling in this and struggling in that, you know, and I've done very well on that side of things. And I enjoy that part because I'm dealing with people that want to be better, that are always trying to be better. They have dogs that want to do things. And so I, I really enjoy.
that side of what I do. And thankfully I get to do it often. On the flip side, you know, what made me who I am and what I'm known for and what I still enjoy very much is the pet dog side of things with behavioral problems, right? And I'll never take that for granted. I'm very grateful to how many people have just trusted me and just given me what I have today in dogs. But at the same time, man, it could be draining.
when you're dealing with someone that doesn't want to be better or doesn't have the ability to be better, because not everyone's going to be good at this. And I'm very honest about that. And you have this person that no matter how much they want to get better, they don't have the ability. And then they go out and they get a working line German Shepherd or a high drive Rottweiler or a Malinois. And that's something I see every single.
day of my life. And that can be exhausting because I put so much effort into the human side of things. And what I tell people is and I never tell them like directly, but in general, I say this a lot. You can send me away to a school for a year to teach me how to rebuild engines or build a house or rewire a home, you know, I'm never going to be good at it. I don't have a handy bone in my body. That's not in my DNA.
Like you can't make me be good at fixing and building things, right? And unfortunately, there's a lot of people that are like that when it comes to dogs. They don't have that feel, that understanding, no matter how much you work with them, they're never going to grasp it. And that could be very difficult because these are the same people going out and getting very difficult breeds, know, very strong breeds. I truly believe that
Like people have to stop. I can make a living just off working line German shepherds going to pet pet homes where the people don't want to do cool German shepherd things. They just want to pet and they want the insane behavior to stop and it's not going to happen. You know, that is the kind of stuff that breaks you down and wears you down. I get I do about two online consultations a day. People all over the world. I just I had one before you.
Lianne Shinton (26:13)
Mm-hmm.
Larry (26:37)
I have one after you. This gentleman I just did a session with in Finland. He sent me his videos for me to look at. was like, man, this guy's really good. He's got a great dog. And then I, you know, I came out in such a good mood after the hour because my wife's like, you have a good goal? like, yeah, this guy was great. Like he just got it and he's done so much right already. There was like one little piece that he was missing that was so easy to fill in. You know what I mean? But on the flip side, you get the people that, hey,
Lianne Shinton (27:03)
Yeah.
Larry (27:07)
I have four dogs, two of them are killing each other inside the same home, you know, and they can't take one dog for a walk nicely. Like everything's a struggle. You know what I mean? And they want some quick fix or answer. There is no such thing. You know, my job is to make anyone I work with the best dog handler possible. Like that's my job, not a dog trainer. I don't expect everyone to be a dog trainer, right? But anything I do with a dog or
Lianne Shinton (27:19)
Yeah.
Larry (27:36)
In my opinion, anyone, any dog trainer, you could be the best dog trainer in the world. Anything you do with that dog is temporary. And the only way we can make it permanent is by the education we give to human. So for 15, 16, 17 years now, that's where I've put my effort. How could I be the best teacher possible? But at the same time, making things so simple, right? That people have a hard time failing.
And it's gone really well, but you're still going to run into people that are just outmatched with what they have for a dog, you know?
Lianne Shinton (28:10)
Yes. ⁓ burnout was definitely something that, you know, you've spoken on in a couple of these little short conversations. Do you have any tips for, I, I get that sometimes you get some positivity come in, you've got your wife, any tips for dog trainers that are experiencing the burnout.
Larry (28:27)
Yeah.
Yeah, there's a couple of things. For one, I'm in a unique position. So I'm not an idiot. When I talk to trainers and younger trainers, especially, I have the benefit and the luxury of being able to only work with people I want to work with. You know, I get that. Not everyone's in that position. People have bills to pay. They have facilities and employees to pay.
I've done a lot of dumb things, but again, going back to keeping it small, the one smart thing I've done is I've never gotten in a position where I couldn't just take a month or two off if I wanted to. And at the same time, I have, I'm retired from a very good full-time career. You understand? And I think the reason I was able to stay with the dog so long is because I never had to do it to make a living. So I was able to do it in an honest way, the way I wanted to, because
you know, financially we were good. My wife had a great career. I had a great career. The dog stuff was supposed to be just on the side. didn't last long on the side. Even when I was a full time federal agent, the dogs were full time too. I was going nonstop seven days a week for 25 years. That's insanity. I don't know how I did it looking back. That's why I got exhausted. You know what I mean? But
you start to realize then like I used to stress so much during seminars. Like I used to get like physically ill before a seminar because you got people traveling sometimes from all over the world to see you and work with you. And the last thing you want to do is let people down. And there was a time where I thought I had to fix every dog on the spot. And that was stressful, right? Until you start realizing, wait a minute, it's my job to provide the education.
Lianne Shinton (30:01)
Yeah.
Yeah.
Larry (30:24)
and give the information and do as much work as we can, of course, right? But a seminar is a realistic place to train a dog. It's very unfair to the dog. It's very unfair to the human. And so I make sure we go over all that now. And I also tell them we're going to do things this weekend that I wouldn't do in real life. We're doing it because we're here and I want you to understand it and learn it. But when you get back home, now it's your job to go back to the beginning and do it.
Lianne Shinton (30:35)
Yeah.
Larry (30:53)
Right. You take the information and you do it in a way where it is more fair to the dog and to yourself. You know, and I also in the mornings, I told my buddies, Jay and Joel this when we do seminars together, I don't think about what I'm going to do with the dogs anymore and think about this problem. What I do in the mornings before a seminar every day now, I tell myself, my job is to go out there, be very grateful to these people.
better sacrifice and everything there would be there and treat them like they deserve to be treated and have a good time. And the day I started doing that, it's very difficult to fail at that point, you know, and it's part of the reason we have such a good time when we're doing these things like we, truly do have a good time. You're always going to have someone that wants to disturb things no matter what, like, but it's rare. It doesn't happen often. And usually when someone has a bad experience,
It comes out of embarrassment and frustration when they expect you to lie to them and sugarcoat things and they want to hear what they want to hear. They don't want to hear what they need to hear. And I'm never going to lie to someone who's paying me to help them. If you pay me to help you, I'm going to be on, I'll do everything I can. I'll bend over backwards to help you, but I'm going to be honest with you, you know, and if you're in a situation.
Lianne Shinton (31:55)
⁓
Larry (32:16)
where I have to tell you this is a danger for you to have this dog. Like I'm scared that you're gonna wind up hurt really bad or worse. I'm going to tell you that. I'm not gonna tell you, yeah, we could fix this. And I do turn a lot of people away simply because I know you can't succeed in the situation that you're in.
Lianne Shinton (32:37)
Yeah, definitely. I think it takes time and confidence and practice and dealing with being more blunt and direct, but sometimes it's like I have to do it in business and I'll help a dog trainer with their business. run their CRM and I can see, hey, you know, there's this happening. I'm going to be straight with you because I can take three months to show you gently what's happening, but that's going to cause you a lot of pain to have to wait to figure this out.
Larry (32:59)
Yeah.
Lianne Shinton (33:06)
more organically, so now I'm just going to tell you straight up. And it took me a while to get there in confidence. But yeah, burnout was something that we all face. I was just recommended to read this book. A fellow dog trainer has been in this for a long time too. And he said that he was dating a yoga girl and she turned him onto this book. And I can't even say the name of it right now, but it's like a three hour read.
Larry (33:10)
Sure.
Lianne Shinton (33:36)
and I started it and there's a bit of religion to it and I'm not super, I don't like to talk about things like that anyway because I don't like to talk about politics and religion and stuff. But there is a bit of that, but I'm a very open-minded person and yeah, I've started listening to it and it's really good. So I'm gonna be doing a podcast on that particular book and how it's helped other dog trainers.
Larry (33:45)
Hmm.
Yeah.
nice. I look forward to hearing
about that. Yeah.
Lianne Shinton (34:04)
Yeah, I wish I could
tell you the name right now, but yeah, it's one of those books that you put on and you're actually listening and not just hearing noise in the background. So, all right. So my next question, and I thought this one might be interesting here. What's a strong opinion you have that you'll defend no matter what?
Larry (34:11)
Mm. I like that.
Oof. ⁓ man. That can go really deep.
my gosh.
Well...
Just dogs or in general.
Lianne Shinton (34:48)
in general, whatever comes to mind.
Larry (34:52)
⁓ okay. Well, something that is ingrained very deeply in me and has nothing to do with dogs, but it can go back to dogs too, is I think, I think there's people that have been put on this earth that have the ability and because they have the ability, in my opinion, they have the responsibility to protect the weaker and
I never realized that about me until I started getting older and there were certain situations where it's weird, it's too long of story to get into, but I had an incident on a plane once when my wife was with me and it was weird. They had to separate us, not for fighting or anything, just how the seating went on. And my wife wound up sitting next to this lady who was actually flying back to the hometown, lived right near each other.
And this lady started asking questions about, and she kind of told my wife who I was. And she was some kind of, not religious person, not a therapist, but like this spiritual person that did a lot of this stuff in the background. And ⁓ they just got deeper into who I am deep inside as a person where I have this, it's not something I do consciously. I can't watch a child, a woman, the elderly.
an animal, I don't have that ability to turn away from someone in one of those categories being treated poorly. You know, and ⁓ I'm, I'm a very emotional and ⁓ sensitive person, which most people would not believe, but it's the truth. My wife's probably going, is this a dog podcast? But that's who, that's who I am. And I think the older I get,
Lianne Shinton (36:32)
Bye.
you
Larry (36:48)
the worst it even gets, right? But what comes the flip side of that is I can be an extremely aggressive human being when necessary. And that means if I see someone being treated poorly or taken advantage of or being abused, and the same thing with an animal, I don't have the ability to look away and not act in a very, very harsh way when needed. I just don't have that ability. I wish I did.
You know, like I look at someone like, ⁓ like my, like my wife has, she can never turn away from that too, but the way she handles things is much healthier on herself. You know, my, my son is a very, very sensitive, like Buddhist kind of loving individual. Nothing shakes him. My wife calls him the avatar. You know what I mean? Like nothing phases him. He's, he's good to go. I just believe that.
There are people, like I said, that cannot turn that off and I think they're put here for a reason. You know what I mean? And I just, it's something I feel deep. So an issue I had in the dog world many times, Leigh I told people not too long ago, they said, the next person that sends me a video of a dog being abused, I'm blocking you. Because I can't look at that and then go on with my day. It's something that affects me in such a deep horrific way and I can't turn it off.
Lianne Shinton (37:52)
Mm-hmm.
Larry (38:15)
And then I start having these visions and these reactions that are not healthy for my own well-being and health. really isn't, you know what I mean? But people will continue to do it. And listen, usually I wind up acting on it. And I have been part of some big cases where I had to put it forward and follow up on things. But in the end, nothing happens to these people. And it's like, I still carry that weight around.
Lianne Shinton (38:25)
Yeah.
Mmm.
Larry (38:45)
And what happened because of it? Listen, I was part of a case a little over a year ago. Someone sent me a video of a guy. Someone was going from a distance. He was abusing this dog in a crate. It was German Shepherd. I shared it, put it out there. It wound up going massively viral, right? Wound up being interviewed on the news out in Kansas City. They wound up locking the guy up. I don't know what it was. So at least there was some good things that went with it.
Literally a year later, this is recent, a year later, my inbox on every platform is blowing up, people wishing me dead, making that threats ripping me apart. And I'm going, what the hell is this? And I start reading these messages and it's this video that some rescue got a hold of, started resharing it and they put my name on it. I don't know if they did it on purpose or just wasn't thinking. So now you got all these people thinking I'm the guy in the video.
Lianne Shinton (39:34)
and
rough
Larry (39:39)
Not the guy
who exposed it, I'm the guy in the video. And it goes even further to where some people are like, you idiot, he's not the guy in the video, he's the guy filming it. And then people are like, how could you film it? I'm neither. I exposed it, you know what I mean? And that's when I put out the message that the next person that sends me something like that, I just block you, I want nothing to do with you. Because that was, I had to put out videos explaining it and I was like, I'm done. Like I don't want no part of that anymore, you know?
Lianne Shinton (39:52)
Yeah.
Larry (40:08)
Those are the things that people don't see that goes on behind the scenes. Yeah, you're one person, you send me this one video. What happens when 50 other people send me stuff? You know what I mean? And I don't have the biggest platform, but they know that I'm going to do something and say something, because I'm a big mouth and I can't keep my mouth shut with stuff. But no more, I stay away from that stuff.
Lianne Shinton (40:19)
Yeah.
Yeah, yeah. I mean, when you spoke on how you respond when the week is getting hurt or abused or anything like that, that was so powerful. I'm like, don't even know what to say to respond to that. But I did think of something and it was something that a former police officer said to me when I was talking about like, I accidentally watched the video of Charlie Kirk getting shot and I can't unsee that. And he said,
Larry (40:56)
Hmm.
Lianne Shinton (40:59)
You know, we're not really meant to reprocess seeing those things and processing them. And then you poor people that deal with being a police officer, you know, being an agent, like, ⁓ boy.
Larry (41:13)
Yeah, when people get into those conversations, especially on the federal side and you have people on both sides of the fence, when someone wants to talk to me about that, I'll always take a second and say, okay, I'm going to give you not my opinion. I won't tell you how I feel or what I think about this certain subject, especially the way things are today, right? But I'll just give you the facts on this subject so you can make your own decision. And just the straight things I know that I've experienced that have been part of and still part of.
And when people have a complete opposite opinion of me in that subject.
or they think they know that subject, I usually get one of two reactions when I give them specific examples, right? They either think I'm lying because it's so outrageous or they're just blown away and have a completely different outlook and understand why I feel the way I do about certain things. And my wife reminds me often, she's like, you know,
Lianne Shinton (42:03)
Mm-hmm.
Larry (42:16)
I would feel the same way they did if I wasn't married to you, if I didn't know. The only reason I know is because I'm married to you. So I see things that you said been part of this for, you know, we've been together 36 years since high school. She has seen it all. She saw it from day one. And that's why people have such a hard time that I think this way about this subject, but completely opposite about some social issue. makes no sense to them. Well, it's because I have a brain and I could separate things.
So many people today, you either belong to this party or that party. I can never imagine just belonging to a party because there's so many different ideas that get bounced around, right? So I think on the subject and I don't think too much about subjects that I know nothing about. At least I try not to. But the things that I have massively strong opinions on is because I lived it. I lived it and I experienced it and I saw it because when I first got on the job,
Lianne Shinton (42:59)
Mm-hmm.
Larry (43:15)
I had very different opinions of that stuff, very different opinions. And within the first year I was like, boy, okay, I was lied to and I didn't know this actually went on. So my wife doesn't like me talking to people. If we go to a party or something, we don't do that too much anymore and there's gonna be people I don't know always on the way at least one time, no politics. Always.
Lianne Shinton (43:41)
Mm-hmm. I totally get that. Yeah. Yeah
Okay. Well, let me give you a question that I think is Gonna be inspiring and more positive because we've been getting into some good like emotional stuff ⁓ But I think it's good because it's real and it's gonna help people So my next question is what's a goal that you're quietly working towards?
Larry (43:45)
Mm.
Yeah.
Sure.
⁓ okay. wow. We were just talking about this today, me and my wife. I think we're at a stage of our life. You know, we've, we've both worked real hard for a long time. We've lived beneath our means. We haven't gone crazy and our kids are doing really well. We have two really great kids that are man. They're just, their future is so bright. I think we're both ready to, to find a place on the beach where we've always gone on vacation.
once a year for one week on a good year, maybe twice a year. And I think we're about to make that move and slow down and enjoy life in a very different way. Because we've been since we got married, you know, we got we were young, we were in high school when we started dating. And so when we first got married, we went nuts. We just partied and traveled and lived an exciting life. And we waited a while to have kids, which was great.
You know, we got to really enjoy each other. And then once we had kids, man, life really gets busy then, you know, and my son's got two years of high school left. My daughter is doing phenomenal in college. And I think in the, over the next two years, when my boy decides what he's going to do with college and stuff, I think we're going to go to our paradise and try to spend a lot more time there and buy a small house on the beach and, probably split our time between where we're at now and, and
and down where we are. But we've literally never talked to really anybody about that. We don't even really tell our families that. Because at one point, I think the boy we both grew up to that seemed so far fetch. You know what I mean? And we're not filthy rich or wealthy or anything, but we've been pretty smart and haven't just blown all our money on toys. We don't have any toys. So I think that's what the...
Lianne Shinton (45:48)
Mm.
Larry (46:01)
That's something we've both wanted for a real long time. And when we first started going where we go down on the Gulf, you know, on the West coast of Florida, North, it just seemed like paradise to us. It's that we never envisioned, hey, maybe we can live here someday. But I think that's what we're we're working towards now.
Lianne Shinton (46:19)
That is outstanding. I'm so happy for you. Being near the ocean definitely is calming and beautiful, the wildlife, the dolphins and stuff.
Larry (46:24)
Okay.
It's
incredible. When we were younger, my wife was a beach person. I hated it. I couldn't lay there and do nothing. And now when I'm down there, hey, you want to go do this? You want to go do some adventures, plan this? No, I'm at the beach. My cooler is next to me. I'm not moving. I'm getting down there in the morning, and I'm not leaving till tonight. I'm not leaving the beach. I love it. I absolutely love it.
Lianne Shinton (46:37)
Yeah.
Hahaha!
That sounds awesome. Okay, ⁓ this one is interesting. If money was no object, what would your dream job be?
Larry (47:06)
My dream job, okay, it has nothing to do with money. I've always said my dream job would be to be a fighter pilot. That would be the ultimate for me. Like I'm too big and I get very sick. So that would never work out, right? ⁓ But as far as money goes, you know, it's crazy. This is gonna be a really boring answer. Lianne, when I was younger, there were things that I thought I would love to do as a career, right? But I actually did.
what I wanted to do. I wouldn't change anything. Like if I hit the power ball tomorrow, and I just sounds so ridiculous and cheesy, but I'm being a hundred percent honest, there's a good percentage of men out there that would dream of being a federal agent and being paid to do that. You know, that, was something that I wanted to do and I did it. But at the same time, if money wasn't an issue anymore, I'd still be training dogs. I would just do it for free. And I did it for free for a long time when I started.
Lianne Shinton (47:38)
Mm.
Yeah.
Larry (48:06)
You know, I would do it every now and then I do a few different free things, free group classes for anyone that wants to come. And they're usually like mini seminars, five, six hour group classes. People come from all over. try to do one or two free combat vet seminars a year. I haven't done any in a while because I just haven't been able to get a location at the time. The, my favorite things to do by far in dog training is the free stuff.
And the thing I feel guilty about is people like to give me nice gifts and thank me. They're so appreciative of my generosity, but I don't think I'm being generous because I feel good doing it. So I am getting probably more out of it than what the people are, but it just feels nice when there's no ties to business and money and you don't have to do it. And you get to see the appreciation and the joy on people's faces that maybe couldn't afford it.
you know, in any other way. So if money wasn't an object, I'd still be doing that, except I would have my own big piece of property, not far from here, you know, where I could have people there and probably have some ⁓ buildings set up, some small homes, some dorms, where a couple times a year I invite certain people come in and we have this little adventure where we're training dogs for the week and there's no charge associated with that. That's what I would be doing.
Lianne Shinton (49:33)
Such a good answer, wow.
Larry (49:36)
Yeah,
it's boring. wish there was something I wanted to do, you know, but there really wasn't. I'm a big hunter, so people say, would you like to be, you know, get paid to No, no. As much as I love it, when you're waking up at 3.30 in the morning in the middle of winter and going out and hunting all day till night after two or three weeks, you're a zombie. So no, I wouldn't want to do it for a living. would ruin my love for it, you know? So no, I wouldn't.
Lianne Shinton (49:57)
Yeah.
you
Yeah, and I think so many people choose a different path if they get asked that question of like, what would you be doing if money and then they don't choose the field that they're in. But yeah, as dog trainers, you know, we want to work with the animals, we want to work with dogs. So yeah, that's, that was a great answer.
Larry (50:09)
Yeah.
Yeah.
Yeah.
I've never been able to do something I don't want to do. I can't. I don't have it in me. Like I am, am such a baby when it comes to something like that. Like it's a, told Stephanie the other day, my first job out of high school, I was working in a warehouse in New Jersey, right next to giant stadium where I grew up and I was miserable. I hated it.
Lianne Shinton (50:26)
Yeah.
Larry (50:42)
And I remember walking in one day with this old guy. was an old Puerto Rican man that had been working there 50 something years. His name was Santos. I owe Santos a lot. And I'm walking in and I said to Santos, man, I hate this place. I got to get out of here. And he went, huh, you'll be here the rest of your life, just like me. And I said, no, I won't. He went, huh, yes, you will. I used to say the same thing. I literally stopped and I never went in. I quit and I never went back. And I said at that moment, until I become a federal agent,
I'm not working again. And that's pretty much what I did. He scared me so much that I was getting into that routine and I didn't want to be someplace. I couldn't imagine waking up every day to go to work doing something I hated. So for the majority of my career as an agent, I loved it. Like I couldn't believe I was getting paid to do it. And it's the same thing with the dogs. There's times where I'm thinking I'm in Australia, I'm in Scotland, I'm in England, I'm getting paid.
to do something that I would do for free. So I can't complain. I'm very, very lucky.
Lianne Shinton (51:47)
Wow, wow, very pivotal moment and that you were open to hearing and pivoting and taking action. ⁓ You mentioned all the places that you've been because of the dogs and the dog training and the people that go with them. What's one of your favorite places?
Larry (51:54)
Mmm.
Yeah.
⁓ I haven't been to a ton overseas, but what's interesting is the people in the countries I just mentioned were absolutely amazing. Like when I went to Australia, there were times I was uncomfortable. They treated me so well, just the nicest people on earth. And then it was the same thing in England and Scotland, such warm, welcoming, like just sincere people.
They almost killed me with the drinking. Like you couldn't say no, everybody wants to drink with you. And like, I literally thought I was going to die after 19 days of drinking, but man, just good hearted, generous people that would just give you the shirt off their back, you know, and it's, it's good to get out and see other places outside of the United States, but even here too. And I think, and this isn't something, you know, I never set out to do or thought of, but.
People think that I've given so much away for free and dog training that they're so generous back to me now, you know, without me asking and without me wanting to be honest with that. get very uncomfortable with accepting things, but it's something that I never thought of like, Hey, I'm giving away free information. No, just thought I was, as I learned something I like to share because it would probably help someone else. And as I would continue to learn, I'd continue to share and people have been
Lianne Shinton (53:12)
Hmm.
Larry (53:32)
that people have given that back to me tenfold over the years. really have, you know.
Lianne Shinton (53:37)
Yeah. It's interesting because I ask people, you know, what's your favorite place you've ever been and why, and it sounds like the people is your response. Yeah. For me, it's like, well, like Yellowstone because the nature and the animals, ⁓ know, it's a lot of people choose New Zealand or Australia if they've been there. I have not been to those places, but it's for a different reason. It's the people or it's the animals.
Larry (53:49)
yeah.
Yeah.
Yeah. Yeah.
Yeah, see, I was supposed to go back to Australia and New Zealand this year, but I was having health issues while flying, so my wife canceled that. There were a lot of people from New Zealand and Australia, beautiful people. Like, I can't, the way they treated me was just, and I'd love to go back so bad, and maybe she'll just go with me and keep me alive on the plane or something, I don't know. Yeah.
Lianne Shinton (54:31)
Hopefully. ⁓
Okay, this one will be good for dog trainers. So if you had to rebuild your business from scratch in a new city, brand new, and you were just starting over, you were starting out, weren't, you know, Larry Crone, dog trainer that we all know. ⁓ What's the first thing that you would do? Like, what would you lean into that would be very important to you?
Larry (54:37)
Mm-hmm.
love it. I would put an announcement up in every place I could in that new place. I would pick a big outdoor, beautiful park and I would say, bring your dog and I'm going to teach you how to play with your dog. That's it. That's what I would focus on. Get people how to interact properly and build their dog up in a way for that dog becomes obsessed with the interaction with the human and the dog and
Once I get you there, everything else will fall into place. Everything else is secondary. You know, that's what I spend a lot of my time doing now. ⁓ The play thing has always been a big part of me, but now it's the majority of what I do to get these dogs to where I need them to be. You know, and I owe people like Ivan Balabanoff and Michael Ellis and Bart Boulogne a lot of the concepts and things I've taken, I've just taken from.
the greats that have come before me and shared so much information. I've always tried to take the stuff from the great people I've learned from and pass it down in a simpler way to the everyday dog owner. That's been my job for the past 29 years. And I continue to try to do that.
Lianne Shinton (56:13)
Awesome. So my next question you've already answered, because you mentioned Santos, but what's a small decision that ended up changing your life? Is there another pivotal moment?
Larry (56:27)
Yeah, easy. Taking my wife to the prom. Absolutely. I wasn't at the prom, kind of decent human being. I was very opposite before I met my wife, but I knew if I didn't take her, someone else would. And that was our first date, May 18, 1990. And we've been together ever since. That was hands down the best, smartest decision I ever made.
Lianne Shinton (56:55)
That's so sweet. Okay, let me see if I have any more good questions here.
I know that ⁓ you like going to Nashville. What's your favorite honky tonk over there?
Larry (57:11)
Robert's Western World.
Lianne Shinton (57:13)
I don't think I went into that one.
Larry (57:15)
old school, real country, fried bologna sandwiches you could eat. I love Tootsies too. Tootsies is very touristy, I do love it too. I love it in there. I took my wife, my daughter, her and her friend, I dropped them off at the Ryman for a concert recently. I didn't want them walking down there at night by themselves. So I told my wife, I'm going to take them and drop them off. I'll bring them home. She said, what are you going to do for like seven hours? I said,
Lianne Shinton (57:20)
Oh, oh yeah, vintage artistes.
Larry (57:45)
I'm going from one bar to the other. And I went out by myself. I had a nice dinner at the 1230 club, started drinking bourbon there. And then I hit every single bar on Broadway and had one beer in every bar. I loved it. I had the time of my life. I did. And then my daughter got to drive home. Yeah, absolutely.
Lianne Shinton (57:59)
That sounds fun. Nashville's so cool.
Yeah, that's good.
Awesome. So I have my closing question. have two of them I'm going to choose from. All right. So I'm going to go with what's a random experience that turned into a great story later.
Larry (58:23)
⁓ man. Oof, okay. Me and my wife used to go to Las Vegas a lot. And we used to party when we younger there and we had a great time. And my wife, she's gonna kill me for saying this, she had a tradition that every night we got there for, know, the first night she'd get very sick because we'd go little too hard, right? And I don't know if that was a decision. Wait a second.
No, I can't go there. Never, never mind. Yeah, maybe you should never.
Lianne Shinton (58:56)
I can ask my other question if you want.
Okay, this one will be very heartfelt and positive, I'm sure. If you could relive one day of your life, if you could relive one day of your life, which would you choose?
Larry (59:07)
Yeah.
⁓ you know, I think about this actually often. If I could do anything, that's not possible. I would love to go back to my wedding day, but my kids be there. I know that doesn't make any sense, but when we got married, that's when everyone in our families were together. They were alive. My relatives didn't pass on yet. Right. And like my kids.
Lianne Shinton (59:28)
That's a cool answer.
Hmm.
Larry (59:43)
now have missed out on so much family back home, right? The way I grew up in Jersey, you especially on the Italian side of things, I had so much family around. Like my kids would have loved the way I grew up, where I grew up in Jersey. As matter of fact, they just got to see a lot of it this past week. But if I could fantasize about any one thing to change, I'd love to go back to my wedding day, but have my kids there to truly enjoy it in the best way possible. Silly answer, but...
If reality wasn't a real thing, that's what I would love.
Lianne Shinton (1:00:17)
That's a really cool answer. ⁓ yeah, it's almost like some of these questions like you had heard them before, but I just want it for everybody listening. This is random.
Larry (1:00:26)
I love it. I got
to tell you, Lianne, I love the questions because I hate saying no to someone when they ask me to do a podcast and a lot of young trainers ask me to do it. like, I'll say yes, but then I say, don't do the same crap everyone else does. Don't say, how'd you get started? Tell us a little about yourself. Like do something to do and you're doing that. So I love it. I love these questions. It's a lot of fun.
Lianne Shinton (1:00:49)
Yeah, this is fun. And I think that people listening, you know, they're going to learn much more about you and your family and ⁓ things that others won't ask about like Jurassic Park and such. Awesome. Is there anything else that you'd like to share? Anything that you're working on right now that you want dog trainers to know about?
Larry (1:01:03)
Yeah, I love it. It's cool stuff. I love it. Absolutely.
I wish there was, but I'm pretty simple. I wake up, we do the same thing every day. I have people that drop their dogs and trust me with their dogs for a month at a time. They live with me and my family, just like my dogs do. I see people that travel literally from all over the country to spend four or five days here in Airbnb to do private lessons. I talk to people all over the world for the online consultations every day, but there's nothing exciting.
Lianne Shinton (1:01:20)
Okay.
Larry (1:01:45)
You know, I work with my own puppy when I can, which isn't that much, you know, first thing in the morning and do a little work later on in the day. We, we do some playing together, but, there's nothing new and exciting. I'm still traveling, doing seminars and going to some new locations and meeting more people. Um, I'm not trying to come up with something new and invent something new because I haven't invented anything in dog training up to this point, but I will keep trying to.
to be, I'm a student, a lifelong student, and it's my job to be a student from those who came before me that know more than me, and it's my job to be a teacher that those that came after me and know less than me. And that's what I just continue to try to do.
Lianne Shinton (1:02:38)
Excellent. Thank you, Larry. This has been such an awesome conversation. I just had so much fun. And everybody that was able to listen, I hope that you enjoyed it. Again, it's Larry Crone from Packmasters, P-A-K, masters.com, right? Okay, Packmasters. We'll add your socials and everything into the post. And yeah, thank you everybody for listening. Thank you so much again, Larry. This has been fun.
Larry (1:02:41)
Thank you.
Yeah.
Thanks, Lianne, appreciate it.
Lianne Shinton (1:03:10)
Yeah, everybody have a great day.
it won't stop. Let me see. Yeah, my
We'll edit this, so don't worry. But yeah, it's really weird. Let me try plugging my mousepad in.
Larry (1:03:30)
That was a blast.
I loved your questions. That was so much fun.
Lianne Shinton (1:03:34)
Yeah, you know, was thinking because you've done so many podcasts and I needed to change it up or you'd be bored. So, yeah.
Larry (1:03:42)
That was awesome.
really enjoyed it right off the bat. First question. was like, this is great. I love it. Makes you think too, you know.
Lianne Shinton (1:03:49)
Yeah, and it's insight into your personal, which I think, you know, sometimes people want to hear all the dog stuff is really cool, but it's just become so repetitive.
Larry (1:04:00)
Yeah. does. I agree. I agree. Definitely got me thinking too. I love some of the questions you asked really sent me down memory lane, you know?
Lianne Shinton (1:04:01)
Okay.
Yeah, yeah, it was cool. That was funny when you were like, wait, I shouldn't talk about that with my wife. That was funny. That was so funny. So I don't know, it won't stop recording. ⁓ So I guess I don't know what to do. It's really weird. Maybe it's you, maybe this technology thing in you.
Larry (1:04:29)
It's probably on my end. It's funny too because you're starting to come in very grainy now. So I could almost guarantee it's on my end. So maybe once I click out, then you'll be able to stop.
Lianne Shinton (1:04:35)
Yeah.
Okay, okay. All right. Hopefully it comes out because I know we've had some technical difficulties. I'll keep you posted, but we'll try to air this very quickly as long as it comes out. If not, we'll have to do it again, but it'll be just as fun. All right. Thanks, Larry. All right. See ya. Bye bye.
Larry (1:04:48)
Yeah.
Awesome. I hope so. I hope so. Thanks, Lianne. Appreciate the invite. Take care. Bye bye.
Lianne Shinton (1:05:06)
I don't know why it won't end.
So weird.
Adam G. Katz
33:48
Yeah, so this is really cool. Copywriting, not copyright in terms of like, you know, when you write a piece of music and then you copyright the music, but writing copy is the art of writing persuasive text that persuasive words that get people to take action. And so the whole concept behind copywriting and advertising in general is that you can A -B test different words, right, to figure out what gives you the best response. So if I write one ad, as we call that, the A, and I use the word, the phrase, invest in your dog's happiness. And then I take the exact same ad with the exact same image and everything's the same, but I just changed the headline and I changed it to we can train any dog. So a recent test that I did, you know, you can run those two ads with Facebook or with Google, whatever you're using, and you can find which one gets the most clicks, which one gets the most sales just by changing. the words in one line of text, you can get three times the amount of sales or more from one versus the other. And so to me, it's still like magic. It's like, wow, I can figure this, I can figure out what words work better than other words and just by changing the words, I can make more money or I can reach more people or I can help more dog owners. It's crazy, it's like magic, right? So especially with Google Ads over the years, we were able to test and figure out and the sales letter that we used for dogproblems .com to sell the membership site, we did extensive testing with that. And so we figured out, you know, what are the money keywords? What are the keywords that get people to click and to take action? And so, and Facebook's an amazing platform for that because you can get so detailed. So it's minuscule detail. about what works and what doesn't work. So it's really pretty cool. The more you can study in master language, the better the communicator you're going to be and the better communicator you can be means that you can... You have more success with your clients, you can have more success with your love life, you can have more success with your business, with your family, with your kids. It affects everything. Like the words that you use, you know, changing, sometimes just one word can have a dramatic effect on the results that you get. And so for me, I'm very passionate about that.
Lianne Shinton
36:29
You're very passionate about this topic and I think it's something that most of us don't even think about. And nowadays I just use chat GPT and I think it's actually making me dumber. But I guess one question I had as we were starting to think about like text that's going to attract people to your business is, you know, knowing in the news, like they say, don't watch the news because the news.
Adam G. Katz
36:40
Hehehe.
Lianne Shinton
36:55
makes everybody negative. It's kind of falsified. And there's been studies that show that there's like a 63 percent higher click through rate and this and that if you're publishing negative news, if you're making people worried and stressed about tornadoes and terrorism and all that kind of stuff, people are going to watch. They're going to tune in. So I wonder. and you would probably be a good one to answer this, is there some way we could use that when we're trying to attract people without being too crass? But if we talked about like, hey, dog's getting hit by cars, you get training and you can avoid some of those things, dogs having foreign body surgery, is there something we could do kind of in the negative that would attract more people or would that maybe? get all the Karens upset and like unfollowing because we're talking about scary stuff.
Adam G. Katz
37:57
The answer is it depends. It depends on the context. So if I'm writing long copy, which is like, for example, if I push somebody to a landing page or maybe I give them a brochure, I want them to take something home and read about me or. If I'm being interviewed, like if I send out a press release, then yeah, I mean, conflict works great to get eyeballs. That's why you see so many of these Twitter threads just blow up because it's all about conflict, right? And the news, the news media loves conflict. So anytime that you can create conflict, that's a good thing for... in a certain context, right? So it depends. If I'm sending out a press release, maybe I'll invent, or not necessarily invent, but amplify or magnify a conflict that already exists. So for example, I've always been a balanced trainer, so I use tools to train dogs. I use prong collars, I use remote collars, I use choke chains, et cetera, et cetera. I use a crate. And the enemy to that are the purely positive trainers, and these are trainers who don't use any of those tools. They take a different approach, and I think that, I legitimately think it's... 90 % kind of a bullshit approach. There's maybe 10 % that is good. If you... put it in the right context, you know, puppy training stuff or certain types of temperaments, but in general, I think there's a lot of politics in dog training. And so what I'll do is I'll amplify that in the context of, you know, coming out as a white knight in my pressure releases to position myself as the person that's bringing you the real information, the actual dog training approach that's, you know, used by police dog trainers and search and rescue dog trainers and handicapped. dog trainers and stuff and isn't trying to sell you something to take advantage of you and rob you of your money, right? So there's, you're setting up a conflict there and the media loves that. The media loves if you come out and you've got an issue and you're angry about it and you're challenging about that. But I will say that in the context of your, for example, the copy, which is again the text on your website, I think there's a better approach and the better approach is simply, looking at how do you push their emotional hot buttons and talk to them in the language that they understand basically what we call enter the conversation in their mind, right? So... If you ask most of your dog training clients, before they're your dog training clients, they're just a prospect and they come to you and you say, what is it that you're looking for? And they usually have like one issue, like, he jumps up on me or he doesn't come when I call. So, okay, that's easy to fix. In general though, in addition to that, what else would really help you? And everyone pretty much says the same thing. They say, well, I just kind of want my dog to listen to me. I just want to get my dog to listen to me. Okay, so that's actually a headline that I've used. I listened to what people were saying and I used that as one of my headlines and it worked great. It's almost easy to a certain extent because what you're doing is you're listening to the language that they're using and you're entering the conversation in their head and I just want to get my dog to listen to me. And so you slap that headline on the top of your website. Here's how to get your attention. Nashville dog owners, here's how to get your dog to listen to you anywhere you go, right? And boom, it connects, they understand, you've just pushed their emotional hot button. And then the next process, of course, is using different tactics, like features and benefits, not just listing features, but also listing benefits. So the feature is you get to teach your dog to come on command. The benefit is that you never embarrass at the dog park again. You know, the feature is you get to teach the dog to lie down and stay down. The benefit is that you can take your dog with you to Starbucks and have him lie down. And when you go in to get a napkin or another bagel or something, you can come out, he's still going to be there, right? So, so features and benefits make your website more persuasive, make your advertising more persuasive. Testimonials written the right way, not the wrong way. The wrong way is, hey, Lianne's an amazing dog trainer, dot, dot, dot, Susan. L, right? And it's a picture of a dog that looks like you bought the picture from istockphoto .com. It's not credible. It doesn't persuade anybody, even if it's true, right? So what we do, we do a done for you dog training business website where we take care of all this stuff so you, the dog trainer, doesn't have to figure it out on your own. I've already A -B tested all this stuff and so we basically plugged your name and your photo and your services into my template that I've created and A -B tested and it works like gangbusters. So when you write testimonials, you want to have a picture of the owner and the dog so they can see that it's a real person and the client's first name and last name and the city and the state which... lends to credibility. It says, Hey, this is somebody that's actually in my, maybe in my neighborhood, definitely in my community. It's a real person. It's not just something that this dog trainer made up. This is completely not credible. Right? So you do testimonials the right way, not the wrong way. You incorporate social proof, you know, as seen on. XYZ magazine as seen in the something, the Beach Reporter, the XYZ Bulletin, voted number one dog trainer in Boise, Idaho for five years in a row. You put that on your website and that's social proof. It says to people, hey, it's not just. Adam saying, I'm the best dog trainer, you should come work with me. It's somebody else saying it. And so, for example, if you're walking down, you know, down a road and you end up walking behind two women and you kind of overhear the conversation and they happen to be talking about the best auto mechanic in Nashville. And they're like, this guy's incredible. And not only that, he's super cheap and he's super nice and I never have to wait. And they've got coffee in the lobby. They're just great, right? And I overhear them saying that, because they're not trying to sell me anything. Like they're not compromised. I'm like, hell yeah. If I need a mechanic, I'm going to go check out the guy that they were talking about, Jim Bob, right? But. If Jim Bob walks up to me on the street and says, hey, I'm a mechanic and I'm the best mechanic and blah, blah, blah, blah, blah. I professional dog trainer knows all of this stuff. Like if I pull on the leash at a certain time, the dog's gonna react this way instead of that way. Well, when it comes to marketing and advertising and copywriting, there are all these shortcuts and hacks you can use to get better results from your website and your advertisement and all of that. So the whole goal is that instead of having to spend a bunch of time and energy and money and you get 100 people who end up on your website and then one out of 100 calls you, what if you could just change what you have on the website, like the words and how you phrase things and go from like one in a hundred to like one in ten or maybe one in five. Where you've just 100 extra revenue without having to even spend any more money. So this copywriting stuff, strongly recommend that you look into and learn it because it's an applicable skill that will help all aspects of your life, but specifically your dog training business.
Lianne Shinton
46:17
Yeah, I've definitely experienced using content that my clients could relate to. I've done it wrong, where I say the word recall or reactivity and things like that, where my clients are like, what's a recall? And I'm like, yeah, of course they don't know what that is. You know, it's the come command. But how simple is that? But lesson learned.
Adam G. Katz
46:40
Absolutely. Yeah, yeah, you never want to use industry jargon. to non -industry people. It's like an in -group, out -group thing that industry jargon was kind of designed to help people in the group differentiate themselves from people outside the group. But when it comes to marketing and advertising, and that's fine when you're talking to other dog trainers, but when it comes to marketing and advertising, you want to speak the language of the client, of the average dog owner. And let's be honest, even when you're talking to other professional dog trainers, half the time, they don't know what those words mean anything, or they have different, different definitions than you do. So it's like, you know, you clear communication is so important and specifically words that push their emotional hot buttons so that, you know, you can get them to pick up the phone or text you or whatever means of contact that you're using. You can get them to take action. And so I've got a couple of books that I typically recommend to people who are just getting into it. Now, I'll give you a fair warning. Copywriting like anything else is a skill and it could take years to do. it really, really well. But at least if you know what good copy is, either you could, you know, make some improvements yourself or if you do hire a professional copywriter, at least you'll be able to see kind of what is good copy and what's not good copy. So one of the books I recommend is called Copywriting Secrets by a guy named Jim Edwards. You can get the book on Amazon .com. It's a really good book for people that don't know anything about copywriting. It'll really cover a lot of the basics. And the other one is called Cashvertising by a guy named Drew Eric Whitman. cash and advertising, cash for tizing. Also a really, really good book and that one's super easy to read. You could read it probably in a couple hours and knock that one out and at least get a basic understanding of what this copywriting stuff is. The number one mistake that new copywriters, specifically dog trainers make that I see when they try to improve the copy, the words on their website and their advertisement is that they write stuff that sounds like a spam email, right? It's like got a hundred exclamation points and it's this is the greatest thing you ever you know and it's too hypey so you have to learn how to to moderate to push their emotional hot buns without sounding like the guy that's coming out and screaming and yelling about how great your thing is because that doesn't actually sell anybody.
Lianne Shinton
49:13
It's fascinating. I'm more of an audiobook person, so I'm gonna have to look and see if I can just listen to those books, because I probably haven't read a book in like 70 years. So, yeah.
Adam G. Katz
49:22
Yeah, no, do it, do it. Especially the one by, I'm pretty sure the one by Jim Edwards is available as an audiobook. It's psychology. So I mean, if you like dog psychology, you probably like human psychology. And the more you learn about how the mind works and how you can influence people, the better marketer you're gonna be, the better business person you're gonna be. I'll give you another quick example. The law of reciprocity. There's another book called Influence by a guy named Robert Ciodini who was a researcher in the, I want to say late 80s and he found that there are seven core principles that you can use to influence people. One of them is the law of reciprocity and we're hardwired to kind of feel certain ways. Like for example, if I give you something, you're going to feel obligated to do something for me in return. or give me something in return. Like it's very hard to receive a gift and not want to actually. return the favor and give somebody else a gift or if somebody does a favor for you, it's hard to not then, you know, feel like you're kind of obligated to do a favor in return, unless you're a sociopath. But for most people, there's this law of reciprocity. And what these researchers found out was that not only is there a law of reciprocity, but you can do something small for somebody and then they can feel compelled to do something big. back for you. So the example that they gave in the book, they looked at this cult that used to be in all the airports in America. and the Colton members would go out in front of the airport and they would pick wild flowers. And they'd walk up to people in the airport and they'd gift them a flower and then they'd follow it up and say, and by the way, if you wouldn't mind donating to our church, we would really appreciate it. And they found that just doing that, giving them a little free gift, increased their donations by something like 400%. I mean, it was something really, really extraordinary how much more donations they got just by doing that. one little thing. So how do you use that as a dog trainer? One of the ways that I used it was people would come to our free consultation and it'd be hot outside and they'd walk into my little area and the first thing I'd do is I would offer them a free bottle of water. You know, it's hot outside, would you like a bottle of water? thank you so much. They go, they sit down, they enjoy the bottle of water. Well, what happens is I've just gifted them something. Now you've got that law for a supprocity working in your favor. Doesn't mean you're going to sign every client, but when it's like the difference between yes or no, just a little bit this way or a little bit that way, I want every little thing I can use to be working in my favor. So there's a lot of benefit to sitting human psychology in addition to dog psychology. I know everyone's a, you know, every pro dog trainer in their heart is a hobbyist and they want to spend all of their free time studying dog behavior. My advice is if you want to have a successful dog training business, it also requires studying human psychology as well because as you know, 90 % of this business is training the owner, not training the dog.
Lianne Shinton
52:42
Yes, absolutely it is. And yeah, it's like a bait word for me as a dog trainer. Like when you mentioned like, well, if you like dog psychology, you might like human psychology, you might like this book. I'm like, I'm totally getting that book now. Like, you know, I'm just, it's just fascinating to me. It's interesting to me. I always want to learn about stuff like that. So, and I think that we could probably start a cult too, just as a side business, because you keep mentioning this and I'm like, I feel like maybe this is like an aha moment.
Adam G. Katz
52:55
Yeah. This could be your next business, Lee.
Lianne Shinton
53:13
Well, I could keep it organized with our CRM and everything, like make sure we capture all those leads, put them in nurture and give them a flower. So.
Adam G. Katz
53:19
I'm a free flower I got from the back of my house. The other thing that I like is that I'm a very value oriented individual. I don't want to spend a dollar and get $1 of value. I want to spend a dollar and get $3 worth of value back. And in all my, every aspect of my life I'm like that, right? Like I only buy previously owned vehicles, cars, because I feel like, you know, let somebody else take the depreciation hit, you know, and then I could still get 90 % of the car's life and I'm getting it at a 30 % discount or a 50 % discount or whatever. So I like the value play. And that's what all this stuff kind of is, is it's saying like, okay, if I'm gonna invest whatever it is, a thousand bucks a month in my business, 2 ,000, 3 ,000 bucks a month. off, like how can I increase the value of the dollars that I'm spending to get back more value for my money? And that's what studying human psychology, specifically marketing and advertising does for you. It allows you to get more value for your money. And I love that.
Lianne Shinton
54:27
Yeah, you're definitely a numbers guy. See, I'm not a numbers guy, but it's nice to have you as part of our team, you know, supporting our dog training through the free Facebook group, through using, you know, Google ads, Facebook ads, your website development. It's great because you can look at things from a different perspective than I, because I'm like not a numbers guy, but everything I hear from you is you're definitely a numbers guy. No? OK.
Adam G. Katz
54:52
I'm not a numbers guy though, I'm a psychology guy. I mean, the numbers, they're important, right? I mean, you need to know some basic numbers, otherwise, you know, the money's gonna go out and you're gonna be left broke. But I'm very much more of a, I guess, psychology guy than I am a, like there's guys out there. You're probably more of a numbers person than you are, or an organization person.
Lianne Shinton
54:58
Yeah.
Adam G. Katz
55:16
then you're letting on. I mean, in order to run the type of software and business that you do, I would imagine you're very, very organized with columns and follow -up series and all that kind of stuff. And that is super important as well. And that's not really my strong point. So I think that what you're offering, because it automates so much of this stuff for the average dog training business owner, is a real gift because if you had to do that kind of stuff, and I don't have the temperament to do that kind of stuff, like I can write a follow -up series, but in terms of setting up the technical part of how to put that into play, I wanna work with someone like you who could do that for me, and specifically a system that we can put in place that will automate that process, and that's a huge part of this whole thing too, because if all you're doing is just trying to bring in a new lead, but you're not, not working the lead consistently, you're leaving 90 % of your money on the table. Meaning, if I get a lead and I call that lead back once and they don't answer the phone and I hang up and then I go on to the next lead and I never follow up with that first lead, I'm leaving a ton of money on the table. And so with your program, with your system and your software, you're able to automate so much of that follow -up sequence so that... I'm not having to kind of like keep everything super organized myself and do a lot of, the follow -up can be automated through text and through email and stuff. And so it's, what you're offering is a huge part of the marketing puzzle that dog trainers can use to... to make more money and to help more dog owners and to really reach their goal and to make running a business much easier. I mean if I had this when I was, you know, when I had my in -person dog training businesses, it would have made my life so much easier and it would have made all the marketing stuff that I'm talking about so much more effective too because you've got, you know, a back end and you're organized and all of it. So I think it's, I think what you're doing is great. I think it's a necessary component to every dog trainer's business.
Lianne Shinton
57:31
Yeah, in the past, you know, I ran Google ads with you and they were fantastic. I was getting so many leads, but I wasn't answering my phone. And so eventually I ended up building out a CRM that could help with that. So yeah, lead follow up, cause you can't just pay for leads and they come in and then you're like not converting them because it could be, you need sales training too, but it could also be that those leads are basically just going in the garbage. So that's definitely important.
Adam G. Katz
57:50
Yeah.
Lianne Shinton
58:00
I wanted to ask more about the Dog Trainer Toolbox and like where people can get started. You know, maybe they already have a website or maybe they don't. Maybe they're interested in Facebook ads. Maybe talk a little bit about that.
Adam G. Katz
58:12
Sure. So if you go to dogtrainertoolbox .com, you'll notice that there's a number of different services as well as information products. So for example, if you're just getting into the business and you don't know how to sell yourself on the phone or you don't know how to run an in -person consultation, or maybe you do, but you just want to be better at it, we've got information products you can purchase and then download and go through those. And a lot of those have actual real -life recordings of clients calling dog trainers. can hear other dog trainers like what they're doing right and what they're doing wrong. So it's pretty cool stuff to kind of get you on the right path because if... Again, if you pay for leads but then the leads come in and you answer the phone, hello, or you don't know how to talk to clients, you're not going to make sales. So we've got the info products. We've also got a number of services, some of which I offer myself and others that I refer you to because they're people that I've worked with or my friends or clients have worked with them and said, hey, we've got a really good result. So for example, I'm not currently running Google Ads, but if you go to dogtrainertoolbox .com, you can click on the link. box that says Google Ads and I'll send you, you put your email in and I'll send you, I'll connect you to the guy that I do recommend who is running Google Ads and does a really good job. As far as where to get started, really I think the foundation for everything is your website because if you're running Google Ads, if you're running Facebook Ads, if you're doing... veterinary clinic networking, if you're doing cold walk -ups or if you're doing on the street side training and people are rolling down their window and you're giving them your business card, eventually they always end up on your website. So the better your website converts, the more money you're going to make, the more consultations you're going to book. It just makes everything else that you're doing work better. I get people who are like, well, can't I just like copy your demo site and I'll change it a little bit? I mean, in theory you could, but every single time that I've looked at the people who do that. They're really, they don't understand like the why behind why it works and they miss that when they try and copy it. And then also typically like the spacing's all wrong and just doesn't end up looking like a professional business website. So we've got that, we've got that offer, the Done For Your Dog Training Business website so that you get up and running from day one and everything on the website's already been A, B tested to get you the best response possible. And it's almost like having an unfair advantage. over a lot of the other dog training businesses in your market because if they spend a dollar to bring traffic and you spend a dollar to bring traffic to your website, your website is gonna be converting so much better than theirs is. So that's for starters. Google Ads is great. Google Ads, you're getting really high quality traffic. You're getting people who are actively looking for what it is that you have to sell, who are clicking on a link and coming to your website, and then hopefully your website persuades them. So Google Ads is great. The downside to Google Ads at this point in time is that literally every dog trainer is using it, and it's super expensive. So even back when I was running the Google Ads, you're paying an average of $2 to $6 per click, and I know in a lot of markets, It's now it's even more expensive than that. So you know you think about it like somebody clicks and that's like that could be dinner for you and your wife at Taco Bell, you know, that's which isn't cheap anymore either but right so, you know some markets like Las Vegas you could easily spend 12 to 14 bucks per click for the money keywords and those are the ones that you want right? Those are the ones that really move your needle. You don't want to advertise, you know for a keyword that's like a Filipina dog trainer who wears red tennis shoes and trains. at the Main Street Park because you're gonna get like, you know, one click a year and yeah, you're gonna get it for a nickel but it's probably not gonna convert. You wanna go after those money keywords, the ones that really, really move the needle. Like... dog trainer near me, dog obedience training near me, dog training, dog trainer, those types of keywords. And there's a lot of them, right, that you want to focus on. And so because they work so well, and it's basically an auction, you're bidding against all the other people who are bidding on those keywords too. And so it could become very, very expensive just to run the ads. And if you don't know what you're doing, you're going up against people who are professional ad managers who do know what they're doing. And so, for example, if you've been on the keyword dog training, right, Google has a high likelihood of showing your ad when somebody types in dog training book or dog training leash or whatever, right? And you're not selling a dog training book, you're selling dog training, you know. services, right? And so the professional ad manager, he knows how to run a negative keyword list and make it so that if somebody types in dog training book, your ad doesn't show and you're not wasting the four to six dollars per click on that, you know, having that ad show for that. So there's a real benefit in working with a professional. Same thing with Facebook ads. So what I like about Facebook ads is that click for click, you can buy clicks, you can buy leads for about 30 to 70 % less than you can with Google Ads. So for example, Google Ads in a certain market you might be spending six, eight dollars per click. In the same market, you might be spending anywhere from 40 to 70 cents per click. So it's significantly less expensive. That being said, people go to Facebook to look at kitty videos and to screw around with their friends and argue about politics. They're not going to actively look for what you have to sell. They're not going to Facebook for that and that's why you need to use the right... the right words in your advertisement to actually hook something. So it's kind of like a school of fish swimming by and you need to use your ad to hook those and pull those in. But you can pull those in for much cheaper than you can with Google. So on average with Google we're seeing a cost per lead of anywhere from $40 to $60. Again, depends on the market, depends on the... the keywords that you're targeting, but in general $40 to $60 per lead. With Facebook we're seeing an average of about $10 per lead. So it's significantly more affordable. And so there's a lot of opportunity there. Now that has to, what also has, you have to weigh is that the quality of the leads with Google is typically better. which, you know, again, but you're paying for that. So there's a little bit of a difference there per lead, but the leads are so much cheaper that you end up coming out ahead. And we have several clients now who've completely stopped running their Google ad campaigns. and are only running Facebook campaigns because it's working so well for them. Now, do I recommend that? No, I think that if you have the staff, if you can handle the volume of leads, do both. You know, as long as you're getting a good return on investment, you know, if you're spending a dollar and you're getting $3 back, or if you're spending a dollar and you're getting $10 back, keep doing that. Don't stop doing that, right? But what I am saying is that it's a really good idea to not have all your eggs in the Google basket and to at least test and diversify getting leads from different sources. And Facebook is one of those that I found right now is working really well. You know, next year it might be TikTok, it might be something else that comes up. It might be Twitter, who knows what. But for right now we're getting really good results with Facebook ads. So if you're interested in that, go to dogtrainertoolbox .com, click on the box that says Facebook ads, and you can test it for really pretty cheap. And the other thing is the way that I do it, which is different from a lot of other people, because I've been a dog trainer myself, I don't do any long -term contracts because I know that all marketing all advertising is always a test and so you can run it for a month very inexpensively compared to Google Ads And see if it works, right? And if it works it gets a good return on investment It typically continues to work month over month If it doesn't work you shut it off and then deploy the money elsewhere in testing something else So what you're doing is a business owners as a doctoring business owner. You're constantly collecting different things that that feed you leads right so that you're not dependent upon any one lead source because any one lead source can dry up you know typically over a period of months but can dry up at any time or maybe your ad account gets banned because Google just arbitrarily decides that you did something wrong even though you didn't that happens so it's really really a good idea to to not have all your eggs in one basket and diversify your lead inflow.
Lianne Shinton
1:07:23
Yeah, and as you say that, that you don't have the contract, you know, you can go month to month. I think for dog trainers out there, if you're doing well right now, everything's going good, you're very happy with the income you're making, it might be a good time to explore doing some Facebook ads so that if there is that ebb and flow that tends to happen in the dog trainer world, you can contact Adam and say, turn my Facebook ads on, I need them right now. or I wanna grow, I wanna have more staff, you know, I really wanna turn my receptionist wants to be a trainer, like I wanna double my training clients. So you'd be able to just turn those ads on and off kind of, I assume.
Adam G. Katz
1:08:04
Yeah, to some extent, I mean, you're always, what's gonna happen is you're gonna... If you work with someone like me, you don't have the month -in -month contract, but if you have a campaign that works, you probably want to continue to have it running even if you dial down the ad spend because you're paying to hold the territory. So, for example, I only take one client per market. I was thinking about not doing that for Facebook ads because in theory you can run several different clients in the same market and it shouldn't matter so much, but... I've A, B tested one specific set of ads that work really, really well. And so to bring on additional dog training clients, sorry, that came out funny, additional dog training clients in the same market. it becomes a little bit of a problem because it's like now I need two sets of ads that work equally well otherwise one is getting more of an advantage than the other client. So really what I've decided to do is just take on one client per market and so once you hire me for markets like a city typically or a territory like a part of a city if it's a mega city like a Dallas or Los Angeles maybe you get the part of the city that you can reliably service. reliably cover. and then somebody else can take the other part of the city. So for example, if you're in the South Bay and somebody else is in the North Bay, then that doesn't matter. But for medium to smaller size cities, typically you're gonna have one dog trainer per market. And so because of that, you're paying not only for the ads, but also the management fee goes towards locking up your territory. So once you have me or whoever you're working with that's good, you wanna hold onto them so that your competition doesn't end up using that person. And then, And when you're ready to turn it back on, you're like, hey, sorry, this guy's been paying me and I can't just turn him off because he's been paying me and go back to working with you. So if you find somebody, my advice is at least continue to run the campaign enough to cover the costs of keeping that person because there's a lot of people advertising now to the dog trading industry. And I see people coming in every week because what happens is these marketing gurus, they use dog training as a good example. They're like, here's an industry that's great for becoming an agency. And you see these guys that they go to a weekend seminar and then suddenly they're a dog training marketing professional, right? And they're offering their services for Google Ads and for SEO and for all this stuff. And they're learning on your dime. They really don't know what the hell they're doing, right? And so you get a lot of these people come in and typically those guys want to lock you into a long -term contract because there should be is it just takes some time for it to work and it really doesn't. I mean within 30 days you should pretty much know I mean sometimes there'll be a campaign that's kind of like it's kind of iffy it's kind of on the borderline let's maybe run it for an additional month and see how it does see if we can kind of get it together and dial it in to get it to work even better but for the most part like if it's just dead and you're not getting If you work with me, you're gonna get leads. The question is how many leads do you get and how much profit do you make from those leads? But generally speaking, you're gonna know by the end of the first 30 days, does it make sense to continue this or should I turn it off and deploy the money somewhere else? So if it works well, in my opinion, you should... keep that stuff in place and continue to use that ad manager even if it just means turning it down and you're paying to just kind of cover the cost of the campaign in order to hold that territory. Otherwise your competition is going to be using them.
Lianne Shinton
1:11:53
Yeah, that's pretty exciting that you can get results in 30 days. That's fantastic.
Adam G. Katz
1:12:00
Yeah, if it works, you start getting leads within the first couple of days. And sometimes there's some tweaking, but usually by the end of the first 30 days, you kind of know like, okay, does this work or does this not work? By the way, also, I've been finding success with two types of Facebook ad campaigns. One of them is called lead campaigns, where...
Lianne Shinton
1:12:06
Wow.
Adam G. Katz
1:12:22
Basically the person clicks on the ad and then there's a form that pops up and they enter their information or in some cases Facebook pre -populates their information which is kind of tricky but it pre -populates their information and then we have them enter, excuse me, we have them enter a couple of... personal details like what's your dog's name, that type of thing, just to make sure that they're awake and they're a real person, not a bot. And then they fill that out and then they press send and then Facebook basically sends you the lead, right? And so they never actually hit your website. So that's the first way that we run these campaigns. And then the second way that we run the campaigns is just a strict traffic campaign where they click on the ad on Facebook. and then it takes them to your website and then your website closes them. And I found that both work and both don't work. So typically what we'll do is we'll start out depending on the qualities of the different market and the individual dog trainer, whether or not they have a dog training website that converts traffic really well, like our Done For You dog training business website does, or not. So if they do have a good website, typically I'll start off by sending the traffic to their homepage. But other clients, maybe I try it with the lead ads first and if that doesn't work then we switch it over to the traffic campaign. So they both work and they both don't work depending on the market and the individual dog trainer.
Lianne Shinton
1:13:49
That's fantastic information. So we are almost getting to the hour here and there's one thing I wanted to ask you because you're funny and I remember you telling me this story once and I wanted to see if you could share like a funny story from your experience as a dog trainer, but I do have one that comes to mind. So I'm hoping it's that one that you're going to share, but if you've got another one, I'm totally excited to hear it.
Adam G. Katz
1:14:01
Funny looking. Huh? Okay, well give me a hand. I'm not sure which one you're...
Lianne Shinton
1:14:21
There was a Chihuahua in a park with a cup and a Dasani water.
Adam G. Katz
1:14:27
Yeah, yeah, yeah, I got it. So a very frou -frou woman shows up at the park. I was running one -on -one private dog training lessons from a local park in Los Angeles. And she shows up and she's got this little chihuahua or some little dog, I can't remember. And she shows up and she was like this classic stereotype of this. uppity white woman, I hate saying that but let's be honest, uppity white woman who's uptight and stuff and she's got her little goosey bag and she's got the dog's, I don't know, the dog had a little outfit on or some bullshit and she's got her Evian water bottle and she's got the little cup, you know, just in case the dog gets thirsty, you know, for our, during our one hour session, you know, if the dog gets thirsty or something she's got this and she's got the bag over her shoulder and the leash and and the husband in tow and the husband is completely disinterested. He's playing with his, I don't remember if he was playing with his phone or playing with something, right? Completely not paying attention, just yes dear, yes, no dear, yes dear, following us around. And so we're in the middle of the park and of course the dog defecates, right? And she like, and then she keeps walking and I'm like. You know, you need to clean that up. This is like my office. We don't want somebody stepping in it. And she gets so flustered and she's so nervous. I don't know why, because I don't think like I'm a super intimidating guy or something, but she gets so flustered and so nervous. She goes, and she says, well, I didn't bring a bag. And so like, I'm like, well, like. maybe use the cup like the water that you've got the Evian bottle water, the Evian water and the cup, dump the water out of the cup. And in my mind, I'm thinking dump the water out of the cup and use the cup as a shovel, right? To pick out the poop and then throw the cup away. So she says, yeah, good idea. So she dumps the water out of the cup and sets the water bottle down and reaches down with her bare hands and picks up the poop and proceeds to put it into the cup. And I react, right? Now, the husband's not paying attention at this point, right? Or maybe that's just normal for them. And I'm like, my God, that's, what are you doing? What are you doing? And she gets super defensive and she goes, what, what? I'm like, use the cup as a shovel, you idiot. Don't use your bare hands. That's disgusting. And so the husband who now doesn't want to seem like he's, Also an idiot says, honey, what are you doing, what are you doing? So then she redirects and gets defensive towards him and she says, what, what, what do you think is gonna happen once we have kids? You don't think there's gonna be like poop on the floor and you're gonna have to pick it up with your bare hands? And I was like, my God, I need to start a mail order company so I can get away from working with these kind of people. Gonna start something up with this new internet thing. Gonna make myself six million dollars. Never have to deal with dog owners again because these people, as you know, don't tell me you don't know, these people are fucking crazy because you're dealing with the general public just like you would in any retail business. You have some amazing, wonderful people, but you also have people that are just fucking nuts. And that's just the way that is. So that was one. I mean, really, I had so many colorful characters. I had a woman who, I didn't realize it at the time, but she was like one of the top porn stars. come and be like my client and apparently she had a crush on me and she took me out to dinner and I just thought it was like, hey, take a dog trainer out to dinner kind of thing. And then I come to find out she's like this porn star and stuff. She didn't look like it. Like, you know, she dressed down, you know, wore like the glasses and stuff and you know, and so I, you know, I was this innocent kid. So I had a guy that was like the captain of the Kings, the hockey team. and his like Jerry Maguire like agent and just all kinds of interesting people. I had one guy that had been like a professional pool player and gambler and he had some kind of condition and he had like large chunks of skin falling off his arms. And I had another couple, they came to me like on a Friday, paid for the program, young couple, good looking couple. being a little bit rough around the edges, but nothing abnormal. And they go home, they finish the lesson on Friday, they go home on Saturday night, or they go home after the lesson, and then on Saturday night, they get into an argument, he pulls out a gun, shoots her in the head, puts the gun in his mouth, swallows the bullet, kills himself. And then the weirdest thing is that the following Tuesday, The brother who was a truck driver, like a long haul truck driver who lived with them, calls me on the phone and wants to know if he can get the money back for the unused dog training lessons. And it wasn't that much, it was like 600 bucks maybe. And I was like, how far down the list does the dog trainer have to, your brother and his wife just killed themselves in your house. And how far down the list does the dog trainer have to be of money? And I just told him like, You know, you can use the credit and bring the dog in, but no, we don't offer refunds. And he was like, okay, well, I'm pretty good with dogs anyways, so I think I'll just train it myself. Thank you. And I was in such shock, I thought this must be some scam just to get their money back or something. But no, I called the Toronto Police Department, confirmed the whole story. It was as reported and just, just weird, weird stuff. So I had my limit around year seven. For me, that was like as much as I could take of dealing with the general public. Because I'm an extroverted introvert and I really don't like people so much unless, not like you obviously, but like the general public, I don't like being around the general public. Pretty happy just being in my little cave here and doing what I do best. So to those of you who love working with people, I salute you. My hat's off to you. You're doing the Lord's work.
Lianne Shinton
1:20:53
Yeah. I think you have a bit more of a wild ride than some of the rest of us. I gotta say though that the Sony poop cup story, I've kinda like told a few people that as if it's my own because it's so funny. Like how you recoiled in disgust when she like scooped it up and put it in the cup. That's what we do.
Adam G. Katz
1:21:16
Yeah, and then the husband like, keyed off me, right? Like the husband probably would have just ignored it and was like, yeah, she's doing crazy shit like this all the time. But like when he realized that I was like recoiling in horror, he wanted to be kind of like on my side of the issue, not on hers, which big mistake to those of you who are married, big mistake, always side with your wife. But.
Lianne Shinton
1:21:23
shit. I can't. Yeah. Yeah. Hahaha! Yeah, that one's fantastic. Yeah. Awesome.
Adam G. Katz
1:21:41
Yeah, so, anyways, hopefully this has been helpful and like I said, anybody who's interested in growing their dog training business, check out dogtrainingtoolbox .com and definitely follow up with Lianne if you haven't already because I think her programs, her software, her offer is really a winner in helping you really manage and grow your dog training business as well.
Lianne Shinton
1:22:04
And what's that free group again? The Doc Trainer in Marketing.
Adam G. Katz
1:22:07
If you go to Facebook, it's the Dog Trainer Marketing Group. You'll see a picture of me with the Dutch Shepherd. And all you gotta do is click join. It'll ask you a couple of questions to make sure you're not a bot. And it's free and it's a super resource because we've got some members that are doing well over a million dollars. Some of them are doing two million dollars a year. And it's just awesome to be able to, especially if you're new, to get in there and get answers from.
Lianne Shinton
1:22:21
It is.
Adam G. Katz
1:22:33
not only myself but other people who are currently doing it with their dog training business. So super resource and the best part it's free. Also if you haven't yet check out Katz on Marketing, K -A -T -Z, Katz on Marketing on YouTube, that's my YouTube channel. I've got over 300 videos at this point on the art and science of starting and growing a dog training business. And again you can watch it in your living room, it's completely free. And it's, if I do say so myself, it's a wealth of information.
Lianne Shinton
1:22:39
Yeah, just the other. Yeah, absolutely. And just the other day, like you're very interactive on that Facebook group. And I love like, I think it was Mike Joseph posted something about like how to deal with the objection of like, I got to talk to my husband and you, I think you made a video like to help. And that's the thing. You're not just like using chat GPT to respond to us and try to help us. You're getting out there and helping us with real words and you know, real responses and video responses as well. So that's really appreciated. Yeah.
Adam G. Katz
1:23:28
I'm the best, yeah.
Lianne Shinton
1:23:30
Well, thanks everybody for watching. I'm again, Lianne Shinton, the host and owner of Pet Biz Experts CRM. And thank you, Adam, so much from the Dog Trainer Toolbox. Awesome.
Adam G. Katz
1:23:39
My pleasure. Thanks, guys.

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