March 26, 2026
83 min
Automation Dogs Podcast

I sat down with Dave Kroyer from Canine Headquarters a few days ago and I'm still thinking about it. Still processing. Still fired up. That doesn't happen often. We made a deliberate choice going in.... no rehashing the same dog training questions he's answered a hundred times. We went deeper. We talked about what it really takes to grow, not just as a trainer or a business owner, but as a person. The kind of conversation that makes you look at your own work, your own potential, and think: am I playing small?
“Talent is overrated. I say work hard and obsess over things.”
— Dave Kroyer
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 to my podcast. I'm Lianne Shinton from Automation Dogs and I have a podcast we speak with professional trainers, new trainers, and we mainly talk about business. Sometimes I have the honor like today to speak with an amazing, incredible, very accomplished trainer who is one of our mentors and idols. And that is Dave Croyer. Welcome, Dave.
Dave (00:27)
Thank you. Thank you for having me. And before I forget, if I'm not mistaken, happy birthday to you. It is your birthday, right? Yay, happy birthday.
Lianne Shinton (00:32)
Oh, thank you. Thank you. Yes. It is. Yes. Thank you.
Thank you. It's funny because, you know, back in the day, I'd be like, oh, yeah, it's my 21st birthday. And everybody's like, happy 21. But I learned it's better to lie up than to lie down because they're like, ooh, like, maybe you should drink some more water. So now I'll be like, yes, I'm 78.
Dave (00:51)
Yeah.
Lianne Shinton (00:59)
And the trick is a glass of water a day. So yes, thank you. And Dave has two brands, which I think is so smart. You have DaveCroyer.com and you have K9 headquarters. I love that name and it's K9 written out, not the letter K number nine. I love that ⁓ DaveCroyer.com that's so smart. And a lot of folks
Dave (01:06)
You're welcome.
Lianne Shinton (01:27)
don't really want to be known and they don't want to put themselves out there. They don't want to be bothered. How did you get there? What made you focus on yourself as the brand?
Dave (01:38)
Yeah, I mean, that's a good question. No one's really ever asked me that. And there was a reason for it all. Normally, anything I do, I have a reason for it. ⁓ I had to, first of all, coming from where I came from in my previous career as a dog trainer, I was a professional musician, okay? Which I'm back doing semi-professionally right now. But my whole career as a musician,
You know, a lot of people would, would ask me, Hey, are you in a band? What band? And really what I was considered is what we call a session musician or a mercenary. I'd be hired all the time for many different projects, like from international pop artists to whatever. I could come off the road and be playing a wedding or a bar mitzvah the next weekend. Right. But I thought it was always important that my name was the brand.
Lianne Shinton (02:22)
Mm-hmm.
Yeah.
Dave (02:37)
Because in the end, as long as I don't die, right, or go away, that always remains. And when I started into dog training, when I started my own business, of course, the company, I wanted the company to have a name, a brand, but I always was thinking about the future, especially the way that, you know, we're not a big business. used to have employees. We don't have any of that anymore.
But I needed everything to still revolve around my name at some point. And that was what was incredibly important for me, ⁓ that my name didn't get lost in the dust. Right. So I have different avenues to, you know, make a living and make money. When somebody hires me for a seminar, they're not hiring canine headquarters. They're hiring Dave Croyer. Right. But if you were to Google dog trainers in Austin or whatever,
Lianne Shinton (03:18)
Mm-hmm.
Dave (03:35)
canine headquarters is gonna come up because the reality is the pet community does not know who I am. And it's not relevant if they do. Now, if they go to canine headquarters, maybe my name is dropped there a little bit. They see some of my accomplishments, maybe. I haven't even seen that website recently, ⁓ but there'll probably be a link then to my other page, right? And then they'll click on that and go, wow, this guy is.
Not just your normal everyday dog trainer. And that it was important for me until I am completely done with this industry that my personal name is always there. Right.
Lianne Shinton (04:16)
Yeah. Yeah. And I get where it's a tough decision because if something happens to you, you you it's the brand. So yeah, it's, it's a lot to think through. I like it though. And I, cause you've accomplished so much. is about you. You are the brand, but I love canine headquarters and I especially love that name. And when I went there, I was like, dock diving. That's one of my things, Mondial ring also, but dock diving. Do you have a pool?
Dave (04:32)
Right.
Yeah,
what was important, you know, for me, for more than one reason is, listen, I would consider myself kind of in the twilight of my career. Now let's not kid ourselves. I'm older. I'm much more beat up, right? But it was important to me that I'm not, that you can't pigeonhole me, right? Like we offer and at one point offered everything. And if anyone from the sport community,
Lianne Shinton (05:05)
Mm-hmm.
Dave (05:13)
the people that know me, they know I've been involved in pretty much every major sport at a high level. So even when we opened up K9 headquarters, we offered everything. It wasn't just, well, Dave's an IGP and a ring guy. Okay, I did AKC obedience. I do UKC obedience. Nose work. I'm a nose work judge still currently. AKC tracking, ⁓ police dog training, law enforcement. I'm a consultant for the 341st. ⁓
Department of Defense, that's on top of my IJP French ring, Mondial ring. It's like, whatever you want to do, truly a canine headquarters. What, is your interest? Including the everyday, ⁓ companion dog training. And of course the everyday reactive dog stuff that we deal with, right? That unfortunately, a lot of times becomes our bread and butter, but,
Lianne Shinton (05:53)
Yeah.
Dave (06:08)
It really encompasses everything. And I thought it was incredibly important to. If I advertise that on my website, I need to be fluent and a master at all of them. And that was important for me from day one, right? Like if I'm going to try to take somebody's money, I had better be a master at whatever that is, whatever venue that I'm advertising, which is a lot of venues, right?
Lianne Shinton (06:22)
Ow.
Yeah,
and that makes me think of one question that I wanted to ask you today. If you could just snap your fingers overnight and become a master of some skill, what would it be?
Dave (06:55)
I, I'm, I'm happy with what I try to do now. There's two major things in my life. One that's come back full circle. Obviously I still train dogs. I still compete at a high level. ⁓ you know, I get that, that word master gets thrown around a lot, right? I have a lot of experience if that's what master means. Right. And me, myself as a musician, you know, I, ⁓ got out of the industry when I was 29 years old and that's about when I started.
my dog training career. And as of two years ago, I'm 56 years old now, I started back up into the music industry two years ago. And it was a kind of, ⁓ I don't want to say a weird thing, can I vowed I'd never do that again, but ⁓ you know, life changes and things change in your life. And I started doing that again. And ⁓ I think I've come full circle and I'm very happy and complacent with the two things.
I do other things too. I liked, I'm a cyclist. like to race mountain bikes and BMX, but that was a problem for me because I was getting injured a lot, pretty severely injured to racing because of course I wanted to win all the time. Right. And I w well, when you're doing something like that, you are taking, you want to win. It's not if you're going to get injured, it's when are you going to get injured? Any, to any athlete that's competing in a high level.
will get injured and ⁓ injuries were kind of piling up with me, pretty severe ones and really taking me out of life for months on end. ⁓ And I woke up one day and said, well, I think I need to find something else to do. And it just kind of happened organically that I got back into the music industry and ⁓
whatever a full-time musician means, I am playing a lot now and I could, if I wanted to, I could say, okay, I'm done dog training and go back to, but I do a lot of things in my life. So I like to keep it interesting. So as long as I'm not hurting myself, ⁓ I'm okay. But yeah, those are the two things, being an animal trainer. And a lot of times I like to say animal trainer, not dog trainer. Cause in my career I have,
Lianne Shinton (09:04)
you
Dave (09:15)
been hired to train other things than just dogs and still do to this day. And then my musician thing that I do.
Lianne Shinton (09:25)
It's interesting though, because a lot of people, you could ask that question, like if you could become a master of something tomorrow, what would it be? But it sounds like you're very happy with the journey and the accomplishments you've made and they fit. They fit perfectly for you and you don't wish for something else.
Dave (09:42)
Yeah.
No, I'm a firm believer. If you want to do something, do it. Whatever it is for you, whether it's dog training or if I asked you that question right now, why don't I ask it to you? What would you like to be a master of?
Lianne Shinton (09:57)
It's interesting because I think that for me, I would like to be a master of some of these things that are simple, that I'm just not that good at, like cooking, dressing myself nicely, in, you know, decorating my house.
Dave (10:07)
Sure. So my response would be, let's do it. Like let's
you, if you want, and I challenge anybody to do that, right. Like do it, let's do it. Let's do Lee and the master chef, right? Like you're never too old to do whatever. I always joke. And I have a meme that I put on my Facebook pages. We all have the same 24 users wisely.
Lianne Shinton (10:20)
Yeah.
Yeah.
Dave (10:33)
Right? Because there's a lot of time and what the 24 represents hours in a day. There are people that are absolutely amazed at what, you know, all the things that I do. And it's, it's pretty interesting when I started playing music again and doing it as a professional. You know, my wife, I didn't meet my wife at that part of my career. I met my wife as a dog trainer. She knew I was a musician. I think I played a very little part time.
But she goes, well, how are you going to do this stuff where you're playing at two, two in the morning and you come home and you're not in bed? I think she, she, we never really talked about it, but I thought she would assume that I was going to sleep all day. I am literally up at the same, maybe a half hour later, right? Which means instead of six 30, seven or seven 15, but I try to utilize every minute of the day.
I'm a big believer of taking care of your body. I'm a big believer of getting enough sleep. I'm in that because that's the only thing that'll make it happen. Right. Like, especially when you're old and broken down like me, but yeah, as far as, being everybody should do it, do whatever it, whatever it is, whatever is your goal, you know, reach for the stars because we can all do it. Everybody can do it.
Lianne Shinton (11:42)
I like that challenge. I like that.
Yeah, great, great challenge. Now you mentioned music and I love music. I love watching live music. If you could be a drummer in any band, what band would that be?
Dave (12:08)
⁓ you know, that's another loaded question. I don't like to name drop, but I played with some, when I was doing it full time when I was younger, I played with some very major artists. Some people that are close to me know that I toured with Cher for many years, or sorry, for many months. ⁓
Lianne Shinton (12:26)
Wow.
Wow.
Dave (12:31)
Not that that's my type of music, but as a hired mercenary that has to make money, you take jobs that pay a lot, right? ⁓ I was on the road with new kids on the block, Marky Mark and the Funky Bunch. And these, you know, people may giggle when they hear those names. The interesting thing is I have an associate's degree in jazz performance, a master's degree in music education, and those are just pop gigs. But you take whatever.
Right? Like I like playing music and I like it if it's good. And I also like getting paid. Right? ⁓ Currently I play with five different bands, which is very a normal thing for somebody like myself. I play with a 17 piece jazz big band. I play with a three piece psychobilly surf band. I play with a country band. I have my own jazz trio. That is sometimes a quartet with a female singer. And I play with a Latin salsa band.
or a kind of world music, Latin salsa type of band. So it's just like my dog training. You can't pigeonhole me, right? And I like variety and I'm a student of music, right? So for a lot of people that maybe aren't educated about music, they view music of what they know and they see as far as Western music, Western rock music, which is what.
90 % of the population listens to, right? But it's a very big world out there, a very big world out there. And there's lots of music, you know, I have friends of mine, even when I was in school, I didn't even listen to rock music really until I was probably 29.
Lianne Shinton (14:13)
Wow.
Dave (14:15)
So I have, you know, and I don't even want to say eclectic tastes. I it's the same with dog training. I like to put on a different hat every three hours, right?
Lianne Shinton (14:26)
It's amazing. Have you been to Nashville?
Dave (14:30)
Yeah, performed there many times.
Lianne Shinton (14:33)
hockey talks, pretty fun.
Dave (14:34)
Yep. Yeah, I mean, down on Broadway, it's kind of like our sixth street down here in Austin. ⁓ It's fun to visit. And I performed there. ⁓ Some of those jobs tend to be a pain in the butt, but I've recorded on Music Row before and I've worked with artists at Bass out of Nashville. ⁓ because I went to school, well, my education for music started in Milwaukee. I'm from Wisconsin.
Lianne Shinton (14:45)
Mm-hmm.
Damn.
Dave (15:03)
where I attended the conservatory music there and UWM. Then I moved out to LA and I was going to another technical school, music school in Hollywood and UCLA at the same time. ⁓ I lived many places in the United States, including ⁓ in the West Indies. So I've been a lot of places.
Lianne Shinton (15:27)
Is this genetic? Like how did you get so, I mean, you're focused to go to the highest level in so many things, but a lot of us were not focused and we're doing, we're spreading it too thin and we're trying to go in eight different directions and we never get to the, you know, we'll call it expert level in any of them, but you seem like, is it genetic?
Dave (15:50)
Yeah, I, this is a great question. And these are the kinds of things that I like to talk about nowadays. If somebody wants to do a podcast and I'm sure you'll bring up questions that for me, but I often really think about this because a lot of people, there's something that people say to me that bothers me a lot. They'll either say you're so good or you whatever it is, dog training music, or even when I was racing bikes and I still cycle,
Wow, you're incredible. You're so talented. And I just don't feel I am. What I am is a little bit of a freak of a workaholic.
I am that and I get hyper focused with whatever I want to do, whatever I decide I'm going to do. and it consumes me and you know, I obsess about it. You know, when you talk about dog training, I, know, especially with these sports that are, these are difficult sports, you know, that we do when we get, when new people get into them, I warn them and I say, well, you can do it as a hobbyist. That's fine. But if you're trying to succeed at a high level,
Um, your mindset's going to have to change, right? Like there were years, you know, that, that I was isolated from doing anything, but focused on dog championships. Right? I mean, there were times that I had a dog running in ring sport and IGP two different dogs at the same time competing at the highest level. Um, I always love to tell the story. There was one.
IJP world championship that I was competing in an FCI world championship with one of my German shepherds. I flew home on a Monday, dropped that dog off, did whatever laundry I could do. And that Wednesday, two days later, I flew back to France with my Malinois for a Mondial Ring world championship. Like that's insane. It really, that it's absolutely insanity. mean,
Lianne Shinton (17:42)
Damn. That's insane. Yeah.
Dave (17:48)
And if anyone that does even just a little bit of this, they're like, holy, you know, think two different dogs, two different sports. Not, not that for me, the languages are no big deal, but completely night and day, different sports, then going international with them. And it was just hyper-focus. That's all it is. And I go, I'm going to do that. And if I'm going to do it, I'm going to do it to the best of my ability. Um, and I think helping people.
with dog training, I believe was a side product, a side, you know, it was a by-product of what I do. Although when I left the music industry, I chose dog training as a career. I had no idea the avenues, right? But I was like, well, I like interacting with my dogs. And if, if being a professional dog trainer allows me time to do that.
then that's going to work for me. But what always, even to this day, the thing that drives me and motivates from the dog training standpoint is my dogs get worked first thing in the morning, no matter what. And I know a lot of people that have businesses, they're like, well, I've got to do this. I've got to do that. I'm like, there's where you have to figure out either, either get up earlier or change your focus or be better management manager with your time.
Because the day that I want to, I don't want to be involved in training my own competitive dogs any longer is probably the day that I'm going to stop. And I'll figure out another way to make money to pay the rent and eat food. Well, I have the fallback as a musician, but I'm very driven, right? Like, and if that's one of the most important things for me, my dogs, my competitive stuff, and I'm very competitive by nature, then that has to be on the forefront.
Lianne Shinton (19:14)
Well, thank
Mm-hmm.
Dave (19:43)
regardless what's happening that day with clients and everything else.
Lianne Shinton (19:48)
Now you mentioned the dirt biking and cycling and the injuries. If you could safely experience any dangerous thing that you could try and you could do it safely, what would you do?
Dave (20:04)
⁓ skydiving still on my to-do list. Yeah. And I'm afraid, I'm afraid of heights. but that is probably one thing that I would like to do. I, you know, I like to do outdoors type of things. ⁓ with my cycle wing, I've traveled around the world, mountain biking to, you know, Canada, overseas in Europe, everywhere in the United States. So I like that I'm an adventure type of guy.
Lianne Shinton (20:05)
That's terrifying. Me too.
Dave (20:32)
Never skydived before and would love to try that in my lifetime yet.
Lianne Shinton (20:37)
So
what, have you looked into anything to address the fear of heights? Cause I have a fear of heights and when I go to like Yellowstone and I'm hiking on the edge of some cliff, it's not even fun for me. I'm miserable and terrified and it sucks.
Dave (20:52)
Yeah. I mean, I don't, I've never really thought how to address it. I just faced the fear because a lot of times when I, if I'm mountain biking at extreme elevation, you know, in maybe what we call back country mountain biking, where the trails are a little sketchy and you're, you're pretty far out there, right? Like there's no, ⁓ ambulance coming to get you. I I'll be riding on a lot of trails that have incredible exposure, right? That means that like, wow.
I'm literally on a cliff and can see for down 10,000 feet and blah, blah, blah. And I just, try, maybe it's a challenge, right? I'm like, well, I better stay focused here because if I don't, I'm gonna die and that type of thing. generally don't try, I just face the fear and deal with it. So I'm sure I'll be able to skydive and I'm probably gonna freak the hell out, but. ⁓
On the other note, it's like, well, I fly a lot, so I'm over that, right? It's just going to be pushing me out the door. That may be little tricky. Right. I may sign something no matter how hard I fight, you push me out this door.
Lianne Shinton (21:59)
I don't know that they can, there might be a liability if they push you.
And
so I bungee jumped and it was really hard for me to climb the ladder. It was just, couldn't even, I froze and I finally got up there and then I walked out on the plank and I'm like, you're gonna have to push me. And they said, we can't push you, there's a liability, blah, blah. And I eventually had to like just kind of fall and ⁓ I still remember it, but yeah, it's tough.
Dave (22:14)
Yeah.
Yeah, I think that could be an option for me also. ⁓ You know, I've visited ⁓ New Zealand many times. I'm actually visiting there again, working ⁓ in fall and they have a lot of that, right? Like extreme bungee jumping, you know, and yeah, so I bet, you know, last time I was there, I'm like, I'm just going to stick to mountain biking, did some pretty epic mountain biking there. ⁓ But maybe this time around,
Lianne Shinton (22:48)
Walking through the tops of the tree, canopy stuff, yeah.
Dave (23:01)
I might look into it. We'll see. If I'm going to die, guess New Zealand wouldn't be the worst place to do it.
Lianne Shinton (23:06)
⁓ okay.
Yeah, I
have not been there, but my mom is a solo traveler. She lost her husband and she's been traveling solo all around and she's in New Zealand right now. And she sent me a picture of the tree canopy excursion that she was going to do. And I'm like, I hope you got, you know, your will ready to go. Geez, mom. Okay. I already know the answer to my next question because of the way you are, but if Jurassic Park was a real place.
Dave (23:28)
Right.
Lianne Shinton (23:39)
with real dinosaurs, would you go? Yeah. Now, would you just have a couple beers before you go? Yeah, would you wait and see how it went when they first opened or would you just be the first one in line?
Dave (23:42)
100%. I'd be there tomorrow. I might be afraid, but I would be there.
Yeah, exactly.
No, I'd be the first one in line. Yeah, like with these things, like that doesn't mean I'm not freaking out. Like I freak out about the same as everybody does about stuff. know, people ask me when I'm competing, are you nervous? Well, God, yeah. You know, like it's understanding how to deal with fear and being nervous and that stuff.
Lianne Shinton (24:03)
Okay, I'm not sure where I'd.
Yeah.
Dave (24:27)
And that is one thing that competing with dogs has taught me over my, ⁓ over three decades, how to deal with that. Like those feelings don't go away. I just know how to manage them and I manage them very well. Also, what's important is because you have that X factor, you have another living organism with you. If you do not know how to manage that, the animal will pick up on that. And that's, we see that constantly. I'm sure you've seen it even.
If you're working with a companion dog client, if they're nervous a little bit or something is off, but for sure competitively, it's a big deal. But I just, I've made it a thing for me over the years. Dave figure out how to get this stuff under control. Now this being said back, you know, when I was a full-time musician, I could easily play in front of arena of 50,000 people. And I was also nervous the first few times I did that, but then it was,
like anything else, you know, you learn how to manage it.
Lianne Shinton (25:31)
Yeah. And I've been on the side of being in a trial where you're the judge and you helped me to feel comfortable and, that really helped a lot. You judged, think we were in level one Mondial ring and we caught, we qualified for the world team and went on to Russia. And I was nervous trialing, but when I walked out on that stage in Russia, like I didn't even think I could walk. My legs were shaking so bad.
Yeah, it's,
Dave (26:03)
Yeah, I
think, you know, and I'm glad you said that as a judge, I've resigned from being a Mondial Ring judge. I'm now an IGP judge. ⁓ But it's very important, especially at the club level, for me to make people feel relaxed. And I tell everybody, please respect the field, respect the sport, respect the dog, respect me, but I want you to relax, right? Like that, and when I started judging initially in Mondial Ring,
People were very nervous about me. They're like, oh, Dave's gonna kill us. He's gonna be a real hard judge. One thing is I'm still a competitor at a very high level. And I take these things in consideration, right? And a club level needs to be handled differently from a, I can judge a world championship. Matter of fact, I have some championships coming up next year that I'll be judging. Those are judged differently, right? My judging needs to be appropriate for whatever level.
Lianne Shinton (26:57)
Mm-hmm, yep.
Dave (27:00)
And I have compassion for club level people, new people, and that type of thing. So my goal is to try to make them feel comfortable.
Lianne Shinton (27:08)
Yes. And you did a wonderful job. I was super nervous and you helped me to reach my goal. Yeah. We were, we were in PA at Paul's. Yeah. Paul's. yeah, yeah. It, ⁓ it really helped me. And I qualified then for the U S team to go to Russia, which was a big job because it was Russia and getting United States team. Yeah.
Dave (27:13)
Where were we in? Were we in PA or where are we in? Yeah. At Todd's Paul. Yeah. Okay.
Yeah, that's a big one.
Lianne Shinton (27:36)
But yeah, it was quite an amazing experience. So yeah, thank you for helping me along that path with my dog who's now 10. So it's been quite a journey. Now my next question, I don't know that you're even gonna be able to answer this. What's something you enjoy that most people would find boring?
Dave (27:44)
You're welcome.
⁓ no, that's a great question. It's a really good question. And, ⁓ I'm not going to, you know, I'm not going to give you the standard answer. ⁓ I love, you know, fish with the head on, or I love eating electric eel. I love repetition.
Lianne Shinton (28:17)
Mm-hmm, you have to with the level of competition you reach.
Dave (28:19)
Yeah. And, and,
⁓ it's not, don't even want to say because sometimes it's incredibly boring and it's not fun.
As I often talk about doing things at a high level, practicing at high level is not fun. It can be incredibly stressful. But I love the repetitive nature. gives me a calming effect. Now, in the recent years, I've talked to other people regarding this and I'm curious why do I like that? Why does it give me a calming effect? ⁓ It could have to do...
I was speaking with somebody the other day regarding, ⁓ autism, ⁓ ADHD and stuff like that, which when I was young, nobody really talked about them, right? Like nobody was on Ritalin. Nobody was, ⁓ whatever. If you were acting up, you'd get swatted across the room. Right. ⁓ but could it be possible that I have some of these things that we never even realize, right. That repetitive things call me. I'm not sure.
But I like, I get a very calming effect. later on, right now I practice music stuff for four hours a day, you know, which is a lot of people like, my God, how do you find the time? It's not, it's just what I do. It's not every day, you know, I eat dinner at four o'clock, which blows a lot of people's minds. ⁓ And at 4.30 after my dog has had her, my Beagle's had her snack, I go in the studio and I practice for four hours.
and the calming effect doing repetitive stuff. And I'm talking about it's repetitive because my practice is not what people think. you just play drums and go crazy. No, it's incredibly controlled practice, repetitive stuff over and over and over and over and over. And when I'm done at like quarter to eight, I'm like, wow, you know, it's like this feeling, ⁓ not even quite of an accomplishment. I just go,
You know, the brain gets to let free and let loose and I can decompress and sit there and do nine mind numbing things for a minute, like watching the office or something stupid like that, you know.
Lianne Shinton (30:33)
you
Do you drive your wife crazy because this seems like a lot to live with?
Dave (30:50)
⁓ wait, we've never really discussed it or talked about it.
Lianne Shinton (30:57)
Yeah, that. ⁓
Dave (30:59)
I mean, how are you gonna, how do you stop it? Like, what are you gonna do? Like, okay, it may annoy somebody, but the other beautiful thing about living on 12 acres is I could go two days and maybe not see her. She's out with the goats and the livestock in the back. You know, maybe we see each other for five minutes in the morning, but she's doing her thing, I'm doing my thing, and it's a big property that we have to maintain. I'm not always here, she's not always here.
Lianne Shinton (31:02)
Yeah.
You have space.
Dave (31:27)
So that helps. It's not like we're living in a small house in the middle of a subdivision where that might be hard. That might be hard to live with me like that.
Lianne Shinton (31:35)
Yeah.
And it gives you balance too. And I think for any couple, any relationship, you need space and you need your own things. And sometimes that's a tough thing for us dog trainers who go into running a business as a husband and wife and everything is the same and together. So I like how you've got balance and separation. That sounds smart.
Dave (31:52)
Right.
Yeah,
even, you know, she is, I guess, is she vice president of canine headquarters? I don't know what her title is on paper. She does have a title. I mean, she was part of it. She trained dogs. She was a pretty high level dog trainer. ⁓ and it was just, it got a little tricky. And I understand this too, when she was competing and you know, like she was doing IGP and I was.
the helper and I was her coach, that was a little tricky. ⁓ Because you have me who is like, no, this has to be perfect, right? And if it's not, there's a joke with my clients. There's no crying, there's no getting upset. If you're gonna do that, then I can't work with you because I'm not a therapist. I have my own demons in my own head. But... ⁓
Lianne Shinton (32:34)
Yeah.
Hmm
Dave (32:58)
It was a little tricky working close together when she was competing at a high level because I'm incredibly demanding, incredibly demanding. And then sometimes if you take that, whatever happened on the field out here into the house, that can be tricky. I should have learned when I got into the sport, the dog sport thing earlier in my life, 28, 30 years ago, I trained a lot in Belgium and I had friends from Belgium.
Lianne Shinton (33:04)
I bet.
Dave (33:27)
And I knew a lot of couples, right? And the husband and wife, boyfriend and girlfriend would train dogs. And I remember one time being in Belgium, we were training at a club and I said to my friend, ⁓ Yonathan, said, well, where's your wife? And he looked at me and goes, she's training tonight. I go, well, where is she? He goes, she don't train with me. She trains at the club down the couple of miles away. And I go, what do mean? He goes, no, no, no, no, no.
Lianne Shinton (33:49)
Mm-hmm.
Dave (33:56)
We can't train together. And this whole, my whole life, I see young couples training together and I go, be careful of that. Just be careful. It sounds romantic and everything in the beginning. ⁓ Don't take it in the house.
Lianne Shinton (33:56)
Yeah.
Hmm.
Yeah. And I can speak
to that, with my boyfriend, Brett. I wouldn't let him come to any of my Mondial ring trials. He would, he's still to this day is like, best friend, Bri got to go to Russia and got to go to Poland with you and all these places. And I'm like, yep. Because she, you know, he's so competitive and you know, he would just say something like, would say, okay, I won the trial. got a one 95 and a half. Where did you lose your points?
Dave (34:21)
Right.
Lianne Shinton (34:41)
And I'm like, I take it too personally. Whereas if you had to ask me, hey Leanne, what'd you lose your points on? And I'd be like the retrieve, cause you know, yeah.
Dave (34:42)
Right.
Which is something I would ask also, but
like that's not maybe your partner's place at that moment to ask. Right. Um, I don't, my wife has, let's see, I think maybe in 28, well, how long we been married? 25 years, something like that. She came to one world championship in 2001 in Slovakia with me that where I was competing and she said, yeah, I'm not coming to one of these again. And it's not like.
Lianne Shinton (34:57)
Yeah. Yeah.
Yeah.
Dave (35:21)
We never have, there's a never anything where she got, I just don't like, I just don't want, I don't want to deal with you during that. Right. And she would never, she goes, no, you've got to stay. But the thing about, like, I respect, thank you for saying that. Right. Because if I'm going to a world championship and I'm bringing a partner, this isn't time for me to sight see. And.
Lianne Shinton (35:29)
Yep. Yep.
Yeah.
Dave (35:44)
Make sure you're happy and you're getting, you know, I've got me in this dog and I'm trying to stay hyper focused. And you know, a lot of times people forget athletes, especially Olympians when they're traveling, especially Olympians, because they're young and they're on a team. They have policies, no boyfriends, no girlfriends in the room, blah, blah, blah. All that. Now, whether they break them or not, I have no idea, but you know, um, typically gymnasts, you know, they go years without having a boyfriend, just staying hyper focused.
Lianne Shinton (36:14)
Yeah.
Dave (36:14)
Right. and, know, outside of maybe a club trial here on my field, I'm trying to think maybe a regional championship, my wife, she probably wouldn't saw me compete because she was competing there herself. But, ⁓ I often tell the story to a lot of people, my, my good friend and colleague, Debbie Zappia, who has always been a mentor of mine from a training standpoint. I've been on many world teams with her and her husband and her, you know, her daughter would come along.
⁓ but they were not allowed to stay with her in her room. They had to have separate rooms. And I talked to Debbie intensively about that extensively about that. ⁓ and she goes, well, Dave, you know, the deal. Like, yeah, my husband and my daughter can come and they can go sightseeing and everything, but I'm here for this. That's it. And, and somebody said, well, God, isn't your husband, Terry, does he get upset? She's like, no, she,
Lianne Shinton (36:48)
Mm hmm. Yeah.
Mm-hmm.
Dave (37:12)
told him he wants to be with the boys doing his thing he don't want to deal with me right
Lianne Shinton (37:16)
Yeah,
yeah, the stress of that high level competition and I've never competed at, you know, all of the high levels, just, just one, but yeah, it's, it's a different type of stress and you don't want to be around us at that stage. think if you're going to a world championship and you want to sightsee, plan for it after, ⁓ once you can breathe again and yeah, yeah.
Dave (37:24)
Right.
Yeah.
after.
Yeah.
Yeah,
people and you know, because you've done it, but people don't understand. You know what? One of the hardest parts of a world champion getting there with your dog, the first two days of travel, that's a nightmare. People don't understand that is like, honestly, if I, if I make another world team, I'm not sure if I want to even go. I've done it now with 13 to 14 times that putting your dog on the plane and hoping it gets to the final destination.
Lianne Shinton (37:51)
Mm-hmm.
Dave (38:11)
you know, picking it up in cargo, blah, blah, blah, all the stress that comes with that. And then making sure the dog's healthy and you know, everything's in line. That, just that is stressful.
Lianne Shinton (38:24)
100 % very strict law.
Dave (38:25)
And yours was even
tougher because Russia is a tough one. You don't just fly to Russia like you do to Frankfurt, Germany or, you know, France or the UK or ⁓ even Amsterdam. Those are easy. That's, you know, three movies and a meal and a little nap and you're there and no big deal.
Lianne Shinton (38:43)
You
Yep, agreed. And you mentioned Olympians, like you sound like you know Olympians. Well, tell me about that.
Dave (38:58)
I mean, I actually, have, I know a few, like, I have a client that was an Olympian skier, a downhill skier for France. And she trained with me for quite a long time. She recently just moved back to France, like in October or something like that. Now she is my age, but she was an Olympian on their ski team back, you know, in her youth.
I tend to surround myself with also a lot of people that do things at high levels.
Lianne Shinton (39:37)
Yeah, I see that.
Dave (39:37)
whatever it
is, you know, if it was, when I was racing bikes, I would gravitate to people that are better than me, that are where I want to be as a dog trainer. It gets a little bit difficult as a dog trainer because not many people can help me. I have to have somebody at least at my level, like if they're spotting me or if I'm asking for help with something. ⁓ So that, becomes difficult and
What interesting thing about, know, I've in the last year, I've been reading a lot about and researching about people like myself. What, how does it happen? What makes it tick? Right. And, um, things that people don't really maybe know about me, they've seen all my video, you know, 600 videos on DKATV and Facebook posts. Outside of that, I isolate a lot.
I can go days maybe on this property if I don't have clients where I don't speak a word and I don't have circles. and when I do tend to socialize, it's a very small circle with, I, I would people that are incredibly successful at with whatever they do.
Lianne Shinton (41:02)
Yeah, and I totally, I get that surrounding yourself with people that are better than you. I love that. I could definitely see where that's challenging for you to find people at that level. Yeah, yeah, yeah.
Dave (41:14)
Yeah, it can get really tough. there's
no, mean, I don't want definitely not tooting my horn, but like if I go, okay, Texas, which is a big state, you know, who, who, is there somebody better than me? I don't know. Maybe I don't, I've won our regional championship 17 years, you know, and like, I, if they're better than me, I'd probably know who they were. And it's not that I don't trust people that are not as good as me.
But if I'm going to have somebody helping me or spotting me, they have to at least be close to my level, have the eyes that I have, and preferably know me a little bit and know how I am. Because when I do have people helping me, you know, like my helper for IGP, Jared, who is a phenomenal world-class helper, and one of my good friends, Chris Oakwin, ⁓ they've known me. And Jared hasn't known me as long as Chris have, but
Lianne Shinton (41:55)
Yeah.
Dave (42:11)
I'm not the easiest to deal with. It's not a fun party when we're training. It can be maybe afterwards, we'll have a couple beers and stuff, but it can get very intense. I can get very short. I demand perfection. ⁓ I have yelled at helpers that are working my dog, taking the sleeve off of their arm and said, let me show you how an old man can do it better than you. Right? Like, and.
Lianne Shinton (42:20)
Right.
Yeah.
Dave (42:40)
That's just how it is. And in the heat of the moment, I'm not perhaps the funnest person to be with, but at the end of the day, we're all there for a goal, right? And the goal is to win and whatever that takes, right? And if you can't handle the heat in the kitchen, you've got to be out. I'm speaking like that though, I won't invite people into my hot kitchen that I don't think can take it.
Lianne Shinton (42:49)
Yeah.
cat.
Yeah, and it does take a village, a small village to help get that dog and that team to the highest level. But yeah, your criteria for that village is very high, which makes absolute perfect sense. So I wanted to ask you this question. What is something people may assume about you or you think they may assume about you that isn't true?
Dave (43:30)
Well, I touched on it. There may be a few things, but that I'm a social person. not, I'm in less a circle is very tight. Now I can put on a fake smile and a face and I've done it for many years, whether it was when I was in the music industry or as a professional dog trainer, traveling around and doing seminars, but in private, I isolate a lot. ⁓ You know, there was a period I think
Uh, maybe we go back 10 years ago where I was doing seminars every weekend and it was one seminar that I, could, it distinctly sticks out my mind where I was a little quiet. I don't remember if I was not feeling well, I was in a bad mood about something or whatever. Right. And, um, there was a, a mur, a murmur going around the seminar. Wow. What's wrong with Dave?
And I just kept thinking to myself, nothing's wrong with me. This is kind of how I really am. You know, if I'm not speaking in front of a bunch of people or performing in a bunch of people. So, ⁓ I don't want to say I'm an introvert and a lot of people say, yeah, I'm an introvert because I don't like to be around people. It's not even that, but I honestly can go days without being around people. Sometimes days without speaking.
Easily, especially when I come home from a seminar. If, unless I have a client and I try not to book clients right when I come back from a seminar, I want a day or two to decompress. I won't talk. Literally, I will not talk. I won't even speak with my wife. But I mean, unless something happened at home, there's really not much we have to speak about, right? I mean, ⁓ but I'm very quiet and you, ⁓
Lianne Shinton (45:06)
Interesting.
Dave (45:23)
I think maybe that's about it. I think the whole thing about me being a musician now that it's kind of, a lot of people knew that about me even in the dog world prior, because every time I did an interview going as far back as I can remember, I mentioned that. ⁓ But when people look at me, I may look like the eccentric rocker or whatever, know, label it however you want. People are shocked when I go, well, I don't really...
I'm not, I don't listen to a lot of rock music, but what do you listen to? Like there's shock, like while there's other music out there, I'm like, I listen to a lot of jazz. listened to a lot of world music, a lot of Afro Cuban music. listened to a lot of classical music, ⁓ stuff like that. ⁓ You know, I'm coming from my schooling as a musician. I'm an educated musician, right?
Lianne Shinton (45:58)
Mm-hmm
Dave (46:15)
Like I'm not just putting on the latest Motley Crue album or like that's not really what I do. So people are kind of shocked and they look at me like complete Bill Wilderman. And I just like, well, you know, it's a big world out there. It's a very big world out there. ⁓
Lianne Shinton (46:33)
And this
is so enlightening because I've met you in person and you were just helpful and you sat down with us and had great conversations. It was fun and engaging. it is eye opening that you prefer isolation and...
Dave (46:52)
And when I'm also Liam, when I'm in public, like if I'm judging, no matter how I feel, I try my hardest to be the normal guy next door. Because that's all I am. That's all you are. That's all any of us are. Right? Like, yeah, I do a lot of cool shit. I why can I like to, right? And I like to do it at a high level, but I don't have this magic thing. It's a lot of work.
Lianne Shinton (47:02)
Yeah.
Yeah.
Dave (47:21)
I put it, you know, like even at this point in my life, being back in the music industry, a lot of the dog people are like, wow, I can't believe how, how'd you get that good? I'm like, I did go to college for many years. Like I'm like, did you go to college? They're like, yeah. I'm like, well, what did you do when you went to college? You studied, right? They're like, yeah. I'm like, well, how many years for, and I'm like, you understand that's what I did. My major was music though. Right.
Lianne Shinton (47:52)
Yeah, yeah, it's so interesting learning about you and your intricacies. So thank you so much for sharing. ⁓ My next question, what is a strong opinion that you have that you'll defend no matter what?
Right, right, yeah. Definitely, definitely that. And it doesn't have to be dogs or it can be dogs.
Dave (48:26)
⁓ I'm going to stick with a theme that we've been talking about. Maybe I could add something little different to it,
Talent is overrated.
Like we were just talking about people that I don't know if anyone idolizes me or I'm a mentor. kind of, I don't want to be seen that way. want to be seen maybe as a helpful person that have taught people, but I believe that, know, I've even made videos and have talked about this topic and there is a book actually called talent is overrated. I will to my dying day, I will not say I'm talented. I say I work.
hard and obsess over things and where everybody else might be thinking that they're working hard, they may not be ⁓ sacrificing the things that I sacrifice to get to the levels. The reason I say this, wanna, you asked me, it's because we this is a, we are dog trainers. This is a dog trainer podcast. People try to excel and be better, right?
But when somebody's expectations do not match what they are doing, that can be very difficult. And they could go, well, Dave's talented. I have some things, qualities about me that help, for sure help, that are talent-wise in my dog training. But still, I think they were developed because of the work, the work habit.
So I like to be, you like that's a big thing. You may have asked me that question and thought, well, maybe he's going to say something about e-collars or something. No, it goes much farther than that. goes like, what, what are we trying to do? and especially Leanne, when we talk about dog training and I have an animal next to me, I am obligated to do my best.
And even my best I feel is not good enough for the animal that this was my idea dog, not yours. Right? Like you didn't come out of the womb going, Oh, I want to go to a world championship in IGP. Right? Even though you're a working line dog with great genetics, you were said I'm just a dog. I chose this life for you. And now I am obligated to do what it takes for you to be the best that you can be a dog.
And that's important for me.
Lianne Shinton (51:04)
I think the phrase, the statement, talent is overrated. ⁓ That is very inspiring to people who, like me, who are like, if I work hard, I practice, I get the repetition in, then I can achieve something great. I don't need to be born with it.
Dave (51:24)
Yeah.
And I don't think, people don't really understand the repetition thing, right? And like the work and the sacrifices that I make. And it's a very, that book, if you ever get a chance to read it or the listeners find the book, talent is overrated. And here's what's something very interesting. And I know we wanted to only talk for an hour, but I want to talk about this because these are things that I believe in. In this book,
I got in an argument not too long ago with somebody saying, understand that sometimes when I'm training my dog, it's not fun.
And they're like, well, it has to be fun or you wouldn't do it. I'm like, no, you're not getting it.
because I'm training at such a high level, my criteria is so insane, that's incredibly stressful on me, right? It's not, I came home from work, I get to see my dog, now I'm gonna go out for 20 minutes and blow off steam and have fun with him. That's not what it is. Well, in this book, Talent is Overrated, they interviewed three types of musicians, which I can relate to this, right? Definitely I can relate to it. They interviewed the hobbyist.
a hobbyist violinist, and they said, do you like to practice? And that person said, of course I do. When I come home from work, I like to unwind, have a glass of wine and play my violin. And it gives me freedom. the, you know, I forget about the day and everything. Then they interviewed a semi-professional and they said, of course, most of the time I like to practice. On occasion, it gets difficult because I have to push myself where things are
difficult. And it's frustrating. But for the most part, I like to practice. Then they interviewed somebody from the London Philharmonic, a violinist. And they said, Do you like to practice? And they said, 75 % of the time, no.
And the question was why, because the pressure put on yourself to be at that level and that criteria is insanity. It really is. Right. Like if you've not been there, you don't know what I mean by insanity. You've been at high level. can, it's stressful, right? Trying to make things perfect and being constantly feeling pressure building on you to make perfection. And somebody kept arguing and saying, well, you wouldn't do it if you didn't love it.
I go, well, maybe I love it in a really perverted type of way, right? In a roundabout way that it calms me. Like the repetitive stuff calms me, right? Deep in my head. And I feel like I've done something when I get done. And I even say this to people today, know, tonight when I practice my music and my drum stuff, the first two hours are not fun.
Lianne Shinton (54:07)
Hmm.
Dave (54:25)
It is incredibly repetitive stuff for my hands that are not even that musical. And I put on a click track and I put on my headphones and I'm just listening to a metronome doing some, I'm a drummer. So I'm doing some, we call rudiments on a practice pad, not even a drum set, just on a rubber pad, straight 45 minutes, no stop. repetitive, literally a repetitive motion with my hands.
staring at the TV, watching old NFL films with my headphones on. Is it fun? No, not really. Is it a necessity? Yeah. You know, like is weightlifting always fun? Do you go to the gym, Leanne? Do you work out? Okay. It's not that fun all the time. No, yesterday I was not in the fricking mood, but I went and it was, there was nothing fun about it, but I did it.
Lianne Shinton (55:07)
I but yeah, it's no,
Yeah, even just,
just go out, walk my dog sometimes I got other stuff to do, but I got to do this and I love my dog and I got to walk, but yeah, it's, it's not always fun. And you know, when I got into dog training, I love dogs, dogs are cool. This is fun, but once hobby became work, you know, it's, it's work. Yeah.
Dave (55:21)
Right.
It gets difficult, it gets very difficult to
balance it all. And that's another thing I do five times a week. I go to the gym, like clockwork, whether like my day is really unknowingly scheduled without clocks, without reminders, without alarm clocks in the morning. It's a little bit weird. Like people, if they're, they know me well, they know what time I get up, what time I'm doing what I offer lessons between 10 and 12 that I
play with my beagle for a half hour, then I eat lunch, then I take a nap, then I go to the gym at about 1.30, then I come home, then I eat dinner at four, then I practice music, unless something I'm playing or something's different, right? It's mundane, but it's how my brain works.
Lianne Shinton (56:23)
Yeah, it's inspiring.
And I think it really shows folks like you've accomplished high level on many different facets of your life just to just get there and one how much work it is. That's amazing. Tell me about this Beagle because you've mentioned her twice.
Dave (56:42)
the beagle, you know, like, I can't say she's my favorite dog ever. I've had many, many dogs, right? ⁓ But here was the thing about her. All my pet companion dogs have always been, I don't say the word rescue. They've come from a shelter or something like that, right? I never say I rescued them, I didn't really rescue them.
I paid them some money and got a dog just like I would if I was getting a pizza, you know, it was literally the same fricking transaction. but, ⁓ and also before I go any further, all my competitive dogs, when they retired, they stay with me until their death. I, they don't go anywhere. ⁓ but my Beagle, remember being, ⁓ at a seminar either in the country out of it, it doesn't matter where I was. And my wife called me. It was when we were having our doc built.
Lianne Shinton (57:15)
you
Dave (57:37)
for our dock diving pool. And she texted me one night and said, hey, I was out there watching the contractors build a dock and there was a beagle loose going in their cars because the doors were open, the trucks and stealing breakfast tacos out and dragging them back into the woods. And I'm like, that's the coolest fucking dog I've ever heard. I'm like, that's pretty cool. And then the next day she said, yeah, it came back and was doing the same.
Lianne Shinton (57:55)
Aww.
you
Dave (58:07)
And then on the third day, she goes, Hey, I caught the beagle. And she goes, here's the deal with the beagle. Our neighbors across the street. And when I say across the street, remember I live out in the country. They're like, even though they're across the street, they're pretty far away. The dog had a tag and she goes, I called them and they said, yeah, that's our beagle. We're out ⁓ of the country on vacation. We just had her in the kennel outside kennel and she must've got out.
Lianne Shinton (58:33)
⁓
Dave (58:35)
And they and literally this is what they said. Do you want her?
And my wife asked me, goes, do you want the beagle? I'm like, hell yeah, sounds like my kind of little fiery dog, you know? And I got home and, you know, I pulled up, I know I came home from the airport and she had it in a crate in our training building and I heard it banging out there. And that night I got her out, fed her, played with her, had to keep her on leash. Hell, today I still have to keep her on leash, even though.
Lianne Shinton (58:48)
aww
Dave (59:06)
She's been in a lot of TV commercials and movies. She's not that well trained and she's a beagle. But I just remember it like that night I was watching TV. I'm like, well, let me see if she'll hang out with me and watch TV. And she cuddled up in a little ball next to me. And I'm like, okay, you're my new best buddy, you know? And I've had her a long time, man. And you know, she's 15, maybe 16 years old now, still moves around great, has some allergies. ⁓ But she's just one of those dogs, you know, it's like.
Lianne Shinton (59:27)
Hmm.
Dave (59:34)
I didn't get her because I needed, I wanted her. got her, she fell into my life when I needed her, you know?
Lianne Shinton (59:40)
What's her name?
Dave (59:42)
copper. Yep. And sometimes if you follow my Facebook pages, there'll be funny videos and posts with her doing funny things. Like a while back I had her, she was playing with a wooden dumbbell, literally just eating it like a bone. And I posted, yeah, I'm working on copper's retrieve in her hold right now. And it was just ridiculous. And I think I went to grab it and she growled at me. And people like, they're like,
Lianne Shinton (59:43)
like the fox and the hound, I think.
.
Dave (1:00:10)
You're really going to let her mow that dumbbell. Like you guys, it's not even worth the cost. Like all my friends were cracking up, but yeah, she's just one of those dogs, you know, like that has a special place in your.
Lianne Shinton (1:00:14)
you
That sounds pretty magical. Yeah, just one in a million. So my next question, what is a goal that you're quietly working towards?
Dave (1:00:35)
I am going to enter, put my foot back into French ring. And, ⁓ I, I mean, I've already had a lot of success in French ring, but I would maybe like to win a, ⁓ a cup again. ⁓ you know, from the, from a dog training standpoint, I mean, I guess I would like to maybe win a world championship. I've never done that, but also I'm not into the travel as much anymore in my life. So that I would have to do that.
Lianne Shinton (1:01:01)
Mm-hmm.
Dave (1:01:04)
And I think, so getting my feet back into French ring, training a dog and winning the cup would be doing it again would be another big thing for me. ⁓ Actually, I only won the domestic cup, which means I won, but my dog was the only dog from the United States. The cup winner was somebody else, but it was an import. So they do it like that. So I'd like to win the cup with.
Lianne Shinton (1:01:29)
Okay.
Dave (1:01:33)
a dog from the United States. So that's a goal for mine. And then, you know, I don't know where this music thing is going to take me. I would maybe go back out on the road possibly would have to be with a major act and for a lot of money. ⁓ It's a possibility. Listen, the day I decide I want to, it'll happen. It's, it's, that's how it is in my life. It's never a goal. If I say, I'm going to do that, then that's what we're going to do.
Lianne Shinton (1:02:02)
Yeah, yeah, you're, you're, you're gonna do it. I have no doubt.
Dave (1:02:06)
It's never, I
hope, it's never, I hope. I just have to go, it time? You know, I went a while with no malinois. I had a tragedy happen with my last malinois with it getting Chagas disease and that whole thing. And then my young dog, Hector, getting it. And then my malinois ended up passing away. And I just didn't feel like having another ring dog or malinois. I needed time, right? and that. ⁓ So that is a goal for me and now I got to find them.
Lianne Shinton (1:02:28)
Yeah.
Dave (1:02:34)
the malinois, right? That's not the easiest door in the world to find a ⁓ dog that genetically suited for what I want. You know that you know what that's
Lianne Shinton (1:02:42)
Mm-hmm.
Yeah, well, I'm excited to see what you do next. And I know that you will do it. This has been such an amazing conversation too. am just like so motivated.
Dave (1:02:54)
Well, thank
you for the great questions. You did good. You did your homework. I didn't want to sit, I didn't want to go, well, yeah, here's how I feel about electric collars and the positive only trainer. I don't give a shit. Let them argue. I've got, I've got real shit I'm doing over here, you know, with my life, you know.
Lianne Shinton (1:02:58)
What you-
Yeah, and I when
you, know, you sent me a message, you're like, just don't make it another boring podcast. And I was like, challenge accepted. And it's funny. Awesome. Awesome. It's it's funny, though, how it worked out because you said that. And then I had to go to the hairdresser and she asked me the Jurassic Park question. And I'm like,
Dave (1:03:18)
Right? Yeah. And you, you did it. You did it.
Lianne Shinton (1:03:35)
This is like magic. That's the kind of questions I need to ask Dave. yeah, that's so this has been enlightening for me. ⁓ But my next question is something I'm hoping you can share for maybe new dog trainers out there, dog trainers that are burned out. If you had to rebuild your business from scratch in a new city, what's the first thing that you do?
Dave (1:03:39)
Yeah. Yep.
Okay, listen, I've been doing this for three decades. How long have you been doing it?
Lianne Shinton (1:04:10)
34 years. Yeah.
Dave (1:04:12)
Okay. The same, right.
It's changed, right? Like that the whole landscape of it has changed. And what, what is your goal as a dog trainer? There are plenty of people ⁓ that have a very good dog training business that do nothing with competitive sports, right? ⁓ And there it's no lie that social media and marketing is a lot different than it was when you and I started.
I mean, I don't, know, I w when did Facebook start? can you remember 2009, six, nine, I don't know somewhere in there. And I probably didn't give a shit about it until 2009 or 10, you know, um, you, you and I, uh, well, I actually don't know how old you are and you didn't tell me and I'm not going to ask, but you look a lot younger than I am. Oh,
Lianne Shinton (1:04:50)
Yeah, 2006, I think. Yeah.
51, 51 today.
Dave (1:05:09)
my god, girl, I had you at like 30. ⁓ so like we knew when there was not iPhones, right? Like people, people wonder about how come there's no photos of you back where I'm like,
Lianne Shinton (1:05:11)
⁓ thank you.
Yeah, yeah, yellow pages, newspapers.
Dave (1:05:25)
Cause we didn't have freaking iPhones, right? Nobody was walking around with a camera. If someone was taking a picture, they had to go get that shit developed and blah, blah, blah. Right? So it wasn't like there were a hundred photos. Even when I was in the music industry, I didn't have a lot of stuff because people weren't dealing. Now I have an Instagram just for my music. Within two years, I've got like hundreds of photos and pictures. We didn't have that. So
Lianne Shinton (1:05:39)
No, no.
Dave (1:05:51)
And I don't, I have my own views on the marketing and the social media, but I think to be relative and to be honest, I backed out of social media. lot of the younger people don't know who I am and I'm okay with that. Like I said, I feel I'm in the twilight of my years. I think I can get to the grave without having to change a heck of a lot in my life financially, hopefully. ⁓ But you have to probably figure out some stuff for social media.
That being said, there's plenty of people, and you know this, and the listeners know this, that have huge social media accounts with tons and hundreds of thousands and millions of followers that can't snap a leash on a dog.
So that has to be in balance, you know, right? Like, there are, some people may still put me in that whole thing, well Dave is a content creator, not as much anymore, but what no one will ever say is Dave's a content creator, but he can't train a dog. Nobody will ever say that. That will never come out of anybody. And I have the credentials to prove it, right? Like that always remains important to me.
starting a new business, man, a new dog trainer in a new town. It's hard land. Cause I broke that mold. I didn't do all the go to the park, do the demos, do all that. I didn't do, I never once had a demo dog.
I'm like demo dog here. Here's a video of me at the world championship. There's my demo. What the fuck you want me to, I ain't bringing him out to do a place command for you. You know? So like I broke a lot of the molds because I don't, I never did that stuff. I did what marketing I had to do. Like this would be a better quote. know what? Leanne, what would you tell ⁓ a new dog trainer in a new town?
Lianne Shinton (1:07:28)
You ⁓
You
Yeah.
⁓ I, the first one thing that to do, gosh, ⁓ there's so many. I, I have to say that I've been doing this for a long time. I've been training docs for a while. And the thing that shifted for me was when I got into modu-o-ring and I started applying what I learned in modu-o-ring to my pet doc training.
and there's so much correlation there. And that was huge for me. The calming techniques, the state of mind that the dog was in during certain exercises, I was able to connect that better. But who knows if I would have seen that when I was 17, I might've been like, I don't know what's going on. I might've been ready to understand that more. So yeah.
Dave (1:08:36)
Right.
So
I'm going to add to that because honestly, I was going to say something like that. I have a very good friend who is a dog trainer in Austin, very does very well. Great guy, my age. And he actually bought his business is the current business, Fidelio dogs, Donovan Miller, giving them a shout out there. Fidelio dogs. He bought the business from a student that I had when I was teaching at triple crown. So
I met Donovan through mountain bike racing. kind of a lot like I am, really just down to earth, nice guy, quiet. And he knew who I was and I didn't know who he was when we were racing bikes. For probably two years, we were on the same enduro circuit around the South, whether it Arkansas, New Mexico.
And I didn't really know who he was, because I don't follow a lot of other dog trainers, especially I don't follow pet dog trainers in Austin. ⁓ And one time he had a Fidelio dog trainer shirt on when we were racing together. Matter of fact, we were on the podium together, because we're in the same age bracket. And I go, Fidelio dogs? Isn't that Steve's old company? And he goes, yeah, I bought it from him. And I go, wow, interesting. He used to be one of my students back in the day at Triple Crown. He goes,
Yeah, I know you're Dave Croyer. And I go, and I'm go, you know, I'm like, what I respected about him is he never talked to me about dogs. He never came up to me or anything. And we came very close friends. But one thing about Donovan was he'd call me in the middle of the week. He's like, dude, I'm freaking out, man. I'm burnt out. I'm not going anywhere with my skill as a dog trainer. I'm like Donovan, because you're not pushing the limits.
You're doing sit down, play, stay every day. Right. I'm like, he goes, I know, but I don't know what to do. I said, the way you're going to become better is when you pick a performance sport. don't care what performance it is. Right. And then you say, I want to win in that venue.
Lianne Shinton (1:10:36)
Mm.
Dave (1:10:52)
Then you're going to have to start really analyzing your dog training. This guy came from, he graduated from, that, is it a place called national canine? Is that place to you went there? Okay. Still there. He graduated from there and he said, you know, we didn't really use food and training there. Right. So like, and he, he's part of my website still today. He's a subscriber and he goes, all that stuff you do, we never learn.
Lianne Shinton (1:11:02)
I went there. Yeah, it's still there. Yeah.
No, not back.
Dave (1:11:22)
And I'm like, well, how did, how, how were you released into the free world? So I go, well, and he goes, you know, I don't use food and he's a good trainer. Like the dogs aren't suppressed or anything weird. He's like very talented trainer, but I'm like, but dude, what if that dog was a good student? And when I say good student, genetically nice, outgoing, good nerves took food, good food drive. I'm like, do you think you could accelerate the learning a little bit if you used food?
Lianne Shinton (1:11:27)
Hahaha.
Dave (1:11:52)
Now, what if you use the secondary reinforcer, which we know can accelerate learning when used correct. I'm like, and he would go, okay, I'm going to try for one week. I'd give him a bag of build Jack, you know, at the racetrack and go take this home, roll it up and train. And he would just, life would get in the way and he couldn't continue. And then he's like, well, I want to do a sport. I'm like, Donovan, you're too busy. You won't be able to do it. But I go, why don't you do something like nose work? mean,
It ain't that fucking hard. You don't have to devote your whole life to nose work. I'm like, you're going to learn some real interesting things. And, ⁓ he always gave it a good shot, couldn't stick with it. And I wouldn't yell at him. like, well, that's not priority, right? In your life. I get it. But what you can't do that, can call me and rant to any day of the week and I'll listen to you cause you're my friend, but you know the answer.
Lianne Shinton (1:12:22)
you
Dave (1:12:47)
Progress your dog training. And one of the best ways to do that is be do it in a performance venue. That's how you get better. You want to beat me? Get better than me. If I want to beat Ivan, get better than Ivan, right?
Lianne Shinton (1:12:54)
something.
And I wanted to add too, because it's inspiring listening to you and your energy and your, I'm going to, I'm going to win at this. I think that if I do something with a dog training business, I'm a new dog trainer, put that kind of energy into learning how to coach people, learning how to run a business and lead a team and training the dogs and try and do what Dave does for those.
areas and you will kick butt.
Dave (1:13:39)
Yeah, I think it's just to, if anything, take away from this podcast, which is really fun, by the way, you did great. Once again, with the questions, nothing is never, there's no option. When I decide I'm doing something, it's like, well, okay. It's if it's when is it going to happen? When am I going to, and a lot of, if I get new clients here, especially in the sport world, I, and I hate this answer. Even when I go to seminars, I go, what's your goal?
Lianne Shinton (1:13:45)
Thank you, thank you.
Dave (1:14:08)
They go, well, to do the best that I can do for my dog. Nope.
That means nothing to me.
give me a true goal, right? You know, and let the only thing that could maybe hold you back is possibly if the dog's not genetically cut out to go to a top level. But you know, somebody will show up to me with a really nice dog that I feel can be a top level dog. And they're like, well, you know, I will see what I can go. And I look at them like, with that look a dog gives you when they're confused. I'm like, what? No, we're fucking going to win. That like,
Lianne Shinton (1:14:45)
see. Yeah.
Dave (1:14:49)
I don't even know what you're talking about. If you're training with me, the goal is to win. We're going to start with, you're going to win at the club trials here. Then you're going to, then I'm going to take you into a regional championship and you're going to win that. You know, these are people, this is all new for me. Like I just wanted to get a BH or a Brevet. I'm like, no, no, no, no, that's, that's already happening. That's going to, I'm not thinking about that. That's just some shit that's getting in the way of our other goal. Right.
Well, I want to make money a ring thing. No, that's, that's going to happen. That that's not like your goal. Your goal is, you know, obviously I've got to look at the person and look at the whole package and go, is the dog capable? Do I think this person is capable physically and mentally? And I'm going, no, no, no, no, no level three. That's just some pesky shit that gets in the way. Right.
Lianne Shinton (1:15:39)
Yeah,
yeah, it would be so inspiring to train under you and to work with you. I'm sure, I'm sure, but.
Dave (1:15:46)
It's not always fun though. I, but
I'm not mean. I'm like, I don't feel like I mean, I'm doing it like, because they're like, I know where we have to be mentally to get there. Right. And I'm very, this is how it's going to be. It's a little bit intense, right? Like don't come to me with an excuse. Don't come to me with anything because if I'm out here with you,
And I always tell people, like, you realize when I say this, it's not, listen, I'm, I don't have a lot of damn money, especially nowadays with everything, you know, ⁓ dog trade, if there's a trillionaire dog trainer, let me meet them. But, ⁓ I will always tell people I don't need your money. Even though I do need the money, right? Like, I, like I said, I am not a wealthy person. I would rather.
Go, no, if we're not on the same page with something with a goal, pay somebody else because you're not going to enjoy it. And I'm going to like, because I will lose sleep over you. Anyone that's trained with me knows I will lose sleep for you.
That's a big burden on me, right? Like I will do all the thinking that you can't do, you're not capable of doing. You know, even back in the day when I used to coach people ⁓ for large championships, I would charge a lot of money and they wouldn't even, wouldn't sometimes it sounds weird. You'll get it, but some, know, if they weren't a good dog trainer, maybe they bought an already trained dog, we'd go to a championship and I would potty and walk their dogs for them.
Lianne Shinton (1:16:58)
Yeah.
Dave (1:17:26)
Cause I'm trying to control something, right? I'm controlling something every step of the way. And I know if I have a novice handler at a championship, even when they go potty that dog, they're going to do nervous things.
Lianne Shinton (1:17:40)
Yeah, yeah, I got you. Yep. yeah. Yeah. Yeah.
Dave (1:17:42)
You know what I'm saying? Like
I'm going to take the burden off of you and I'm going to put it on me. But we have to have the same goal if we're doing a competitive thing. And it's okay if you come to me and say, don't, I just want to, I don't care about goal. ⁓ I just, whatever. That's fine too. But once you cross that line and say, okay, we're going to do this. Or I go, you know, you're capable more of that. And this dog is too. So are you on board? Okay.
Lianne Shinton (1:17:50)
Yeah.
Yeah, I like.
Dave (1:18:12)
B-H-I-G-P-1 Brevet Ring 1, that's nothing. Those are just things that are in our way to get where we gotta go.
Lianne Shinton (1:18:22)
Wow, yeah, that is amazing. I mean, some of these things you talk about, have you go potty the dog so that the person can focus and not put the nervous energy on the dog. Those are things we trip over and we're like, hey, maybe you should walk her because I'm freaking out right now, but you already know it and it's part of your plan because you've been there, done that.
Dave (1:18:32)
Yeah, that's important.
Yep.
Yep. mean, like there had been that certain person that I would potty the dog, I wouldn't let him feed it. I wouldn't let much interaction go. Even when we'd had to train, like, you know, when you were in Russia, you had your training days. I'm like, I will get the dog from the car and I will bring it to you. Now remember, this person bought an already trained IGP-3 dog and they had literally never trained a dog before. So they were.
going to championships because they could, because the dog was good. But I'm like, okay, we're gonna have to do this a little bit differently, right? And just trust me when I tell you this, right? Because I don't want your nervous energy interacting with this dog. I want it to be this calm thing that I can provide for the dog. Where the dog goes, nothing, everything's normal. Dave's here, he's cool, everything's cool. Nothing weird's happening.
Lianne Shinton (1:19:15)
interesting.
Yeah.
Interesting. So we have gone over the hour, but I do have one more question if that's okay. Okay. Now, if this is too much of a question, you can't think of an answer, then I'll have a backup. ⁓ But I've got two. My first one, if you can answer it, this will just be the last question. If you could relive one day of your life, which would you choose?
Dave (1:19:43)
We can do it for the birthday girl.
Wow.
I've had many good days.
Lianne Shinton (1:20:12)
good, that is excellent to hear.
Dave (1:20:14)
But
you know, okay, I'm gonna answer it, but it's not the answer you want. I don't think I've had the best day yet.
Lianne Shinton (1:20:21)
⁓
Dave (1:20:24)
I am seeking the best day, whatever that is. And maybe that's why I wake up every morning and go, what's out there for me today?
Lianne Shinton (1:20:28)
Wow.
Dave (1:20:34)
I think that day still can come.
Lianne Shinton (1:20:36)
Awesome, awesome. Wow, is there anything else that you would like to add today?
Dave (1:20:44)
No, I'm just so happy that you had great questions and it's your birthday and you look amazing. Like, I thought you were in your young 30s. So go out and have a drink or do whatever.
Lianne Shinton (1:20:51)
Thank you, thank you.
Thank you, thank you.
Yeah, we're going to
we're going out to have a steak tonight. So I'm excited. Thank you. Thank you. This has been such a great birthday having you on my podcast and having you take me to the next level with my podcast by asking better questions. So yeah, I hope the listeners will enjoy this. Thank you so much, Dave. I really appreciate you.
Dave (1:21:08)
Thank you.
You are welcome
and thank you for everybody listening to it. and by the way, one ⁓ cheap plug here. My website, DaveCroyer.com, videos, go check them out. 600 training videos, IGP, ring, nodes work, blah, blah, blah. I have to do my one shameless plug there.
Lianne Shinton (1:21:22)
Yes, thank you.
and canine headquarters where that's located in Austin. Austin, cool. I'll have to take a visit there. Awesome. All right, well, thank you, Dave. Thank you everybody for listening again. I'm Leanne from Automation Docs and have a great day.
Dave (1:21:39)
Yeah. How do Texas Austin? Yeah. North Austin.
Bye guys.
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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