April 02, 2026
50 min
Automation Dogs Podcast

In this episode, we dive into:
- How Mike approaches helping owners truly understand their dogs, rather than just trying to "fix" them.
- His shift into deeper client coaching and why it’s made his training programs so impactful.
- The new digital training homework and tools he’s building to support his clients between sessions.
- Practical tips for choosing the right dog for your family.
- What to look for (and what to avoid) when hiring a dog trainer.
- What makes his programs at K9 Coach unique in the Sarasota area.
“I’m taking the time with the human, because the dog’s the easy part.”
— Michael Harvey
Pinpoint where your leads are slipping through the cracks
Show you how to fix your follow-up and close more clients
Map out a simple, proven plan to grow your business
Every dog training business is different — this call ensures the strategy fits your business, not a generic template.
If it’s a fit, we’ll show you exactly how we’d implement this for you.
If not, you’ll still leave with clarity on what’s holding your sales back.
Lianne Shinton (00:01)
Hey everybody and welcome. So I'm Lianne Shinton from Automation Dogs and welcome to my podcast. I have this great podcast where we feature professional trainers and occasionally I do a showcase podcast where I interview a local dog trainer that is doing amazing and just helping dogs in their area. And today I have the pleasure of interviewing a long time dog trainer friend, Mike Harvey. Hi Mike.
Michael (00:30)
Hey, how are ya?
Lianne Shinton (00:31)
I'm great. How are you? Good. ⁓ awesome. Awesome. Well, we'll make it fun. We'll ask some fun questions and learn more about you and your business. Your business being the canine coach and you're located obviously in Florida, Sarasota area, right?
Michael (00:33)
I'm good. good. It's my first podcast, so I'm excited.
Alright.
Mm-hmm.
Yep. 24 years.
Lianne Shinton (00:55)
wow. Okay. ⁓ I have been to Sarasota. is quite a beautiful area. Beaches. Wow.
Michael (00:56)
Yeah.
Yes, yes, the keys always like the top five in the country. It's it's a lot top one a lot, but it's always in the top five.
Lianne Shinton (01:06)
us.
Awesome, do you get to go to the beach very often?
Michael (01:14)
Yeah, we haven't been in a while, but like on Sundays they do a drum circle. So me and my daughter go there and like she, you know, they always have like belly dancers and stuff like that. And so she'll go and dance and play tambourines. And when it gets dark out, they'll have like the LED butterfly wings and everybody's kind of dancing around and stuff. That's really cool.
Lianne Shinton (01:29)
⁓ fun.
That's cool. I stayed in Bradenton ⁓ for two months, which is fairly close to Sarasota. And I was able to take Flirty to a causeway or something where I could swim her.
Michael (01:44)
Yeah, it's just north of me.
Yeah.
Yeah. 75th causeway that goes to Anne Marie Island. Yeah.
Lianne Shinton (01:53)
Yeah, yes, and wow.
One of the cool things too was there were horses. They would bring horses and swim the horses. I think it was like a tour or something.
Michael (02:05)
Yep.
Yeah. Yeah. They do it. Every time I have to drive out there for training, I always see the horses. And like, did you see any dolphins?
Lianne Shinton (02:18)
Not that time, no, but wow.
Michael (02:20)
Like,
especially when you see boats going by, you'll see like the dolphins kind of chasing the boats or swimming next to them and stuff. It happens a lot.
Lianne Shinton (02:28)
Gosh, yeah, being near
the ocean, seeing wildlife, that's my dream. Yeah. So.
Michael (02:36)
Yeah. Well, when you come
to Florida next time, and then we'll make sure we get you set up to do something like that.
Lianne Shinton (02:45)
Yeah, that would be amazing. I love Florida. One of my favorite, favorite places and we hope to move there very soon. Yes, yes, August, August is the plan. But let's dive into you and your dog training story. I've known you for a long time and I really love seeing you in your canine coach uniform right now because it's the way I remember you, the hat.
Michael (02:52)
What you been saying?
Lianne Shinton (03:14)
such an awesome logo and brand with the dog and the whistle. Is that Missy?
Michael (03:18)
Whistle, yeah.
No, actually, I went to an ICP conference. It was my first one. And Robin McFarland's husband did a seminar about branding and, you know, like showed the McDonald's logo, Liberty Mutual, and like you can identify just from the logo. And then a friend of mine, Lisa Flynn, I was like, man, I got to get a logo. And she sent me to this website. And I had
people bid and send me what they had. And then I picked on this one and then we just worked one-on-one to kind of refine it and stuff. I've been having it since for like 20 years now, 19 years.
Lianne Shinton (04:01)
Wow. It's the most perfect logo. And I thought of Missy because she, ⁓ she was a very, very special, special dog. Yeah. Yeah. ⁓ I have my most perfect angel here, flirty. And again, it's a one in a million. She just turned 10 and it's breaking my heart a little bit because I love that time with the older dogs, but it's also.
Michael (04:05)
Yeah. One in a million. Yeah. Miss that dog. Miss that dog so much.
I'm flirting now.
Yeah.
Lianne Shinton (04:30)
you know, kind of sad.
Michael (04:31)
You
can't see him do this at like same thing like Leda. She's about to turn 10 and like she has trouble jumping like sometimes she has trouble jumping into the truck or jumping on the bed when I invite her and like off for me.
Lianne Shinton (04:44)
Yeah, yeah, it's a special time. you know, it's a gift the short time that we have with them. I'm getting choked up. Okay. Well, what kind of dog is Lita? Okay, okay, I figured so.
Michael (04:55)
She's a Belgian Malinois.
Yeah, and then I just got a rescued a male named Kuma. And he's just a big it's like the first time I got a Malmwala it's just all goofy. And not like, you know, all serious. You know what mean? Yeah.
Lianne Shinton (05:04)
Right?
He's a boy. He's a boy. Awesome.
Well, ⁓ I've known you forever. So could you share with the listeners though, how you got started in dog training? Was there something like a pivotal moment? Like how did you get into this?
Michael (05:29)
Yeah.
So I was, I was living in Fort Myers. was bartending nightclubs and stuff like that music scene, which, you know, I was like part of my, my jam, you know, and I was dating a girl that was going to school down there and she was graduating to be an occupational therapist. And it was just like, you know, when you do it for a certain period of time, it just starts to wear on you, know, late nights, you know what I mean? And I was just like,
what else can I do? can't go back and like, just didn't see myself going back to college. And I didn't even know what for. And we took a trip to Universal Studios. And we watched the Pet Act. You know, like all these different animals that were trained to perform. And I looked at her and I was like, like, man, I really like to do something like that. And then her mom got me a subscription to dog fancy.
Lianne Shinton (06:12)
Mm-hmm.
Michael (06:27)
because I had a German Shepherd at the time and I love my dog. I saw, and like we were looking at, there was like a University of Florida had like some kind of course for it. And then there was a place in California that had one. And then, I always had a thing with dogs, like even at three years old, my first dog was a German Shepherd. If you remember a movie in 1989, which in Belushi called Canine.
Lianne Shinton (06:28)
I remember that one.
yeah.
Michael (06:54)
And I was like, I want my dog to do that. You know what I mean? And so I've gone through dog fantasy and I see an ad for national canine. And I had been researching dog training schools and then I saw that and I looked it up and it had everything that I was looking to do. So the school there 2002. And then two years later, I went to the ISCP conference and
You know, got introduced to ⁓ sit means sit and all that. And then I went to school. I went to a seminar a couple of months after that in 2004 in Baltimore. And the first dog, ⁓ Fred Hassan took out was a dog that was fearful men. And I watched this dog freak out over me just going before the seminar started to get a bottle of water and tied the dog tied the lady to the chair and pulled her over and everything. And I watched this guy in 20 minutes.
have the dog walking with the leash on and speaking and then sitting and staring at him and invited every guy in the audience to come pet the dog and the dog just sat there. And I'm like, sign me up. And so, and that's what really started like being able to handle behavior problems in a so much more efficient way and making it easy for the clients to overcome them too. So that's kind of what.
Lianne Shinton (08:03)
Yeah.
Michael (08:21)
what got me started and then, you know, I said goodbye to bartending because I was doing that part time as my business grew. And I was able to say, all right, see you later. I'm doing this full time.
Lianne Shinton (08:32)
Nice. Kind of a similar journey as me. went to National Canine as well. And I have a Jim Belushi story. I got to meet him. Yeah, he's a yeah, he I was doing an animal acting thing in Las Vegas. And I was waiting staging ready to bring the puppy into the the the scenario. And he was part of it. He was a hired actor and the I was providing the dog and
Michael (08:38)
Yeah, that's right. You told me that.
All you do, get out.
Okay.
Lianne Shinton (08:59)
So I'm sitting there in like the back room of, you know, the alleyway of the hotel with this puppy. And in the back door comes Jim Belushi and his band. And I just was like, my gosh, that's Jim Belushi. And he came up and he just was so wonderful and kind and talked to the dog and everything. It's funny because Fred was sitting with me, but he was so focused on his phone that he didn't look up.
Michael (09:22)
Uh-huh.
Yeah. Yeah. ⁓
Lianne Shinton (09:26)
He just thought Leanne's talking to some guy, whatever, about dogs, you know? And then
Michael (09:27)
yeah. ⁓
Lianne Shinton (09:32)
I elbowed him and as Jim was walking away, I'm like, that was Jim Belushi. And he was like, ⁓ my God. I'm like, you missed it. You can't be so tied to your phone, man. But.
Michael (09:37)
Yeah.
So
⁓ he has ⁓ a show on A &E coming out next week called Canine. And he just kind of like, it's the police videos. ⁓ I guess he's just gonna like have all those live PD, you know I mean? Where they're videoing their stops and stuff like that. So it's gonna specialize in canine. So I'm gonna start watching that. ⁓ it's pretty good.
Lianne Shinton (09:48)
really?
Yeah.
the,
I'm gonna watch that too. I actually named that puppy ⁓ after his character in the movie. ⁓ Cause his character was detective Mike Dooley. So I named the puppy Dooley. Yeah. Yeah. Cause it was just an impactful moment and he was just so nice. You know, we meet some celebrities and he just really stood out. He was super nice. But anyway, we digress talking about fun things. So
Michael (10:17)
yeah?
Get out. ⁓ that's awesome.
Right.
Lianne Shinton (10:39)
My next question is like what inspired you to build a career helping dogs and their owners, but you've kind of already answered that. But I guess the owner, the owner's part stands out because I think, you know, when we all get into dog training, dogs are cool. We love dogs, but there's that pivotal moment where we're like, my gosh, we're really helping. Like you mentioned that lady with the fearful dog, like we're impacting families lives.
Michael (11:03)
Right. And, ⁓ you know, like we talked about, ⁓ previously about burnout and stuff like that. And, ⁓ you know, I think it was right around like, nine is where I was starting to get really frustrated because you care about the dog and you're giving the owner the information, but they're not connecting with it. And, ⁓ once I realized that I was a people trainer,
and a dog trainer, I was like, okay, this is my job really is teaching them how to one, understand they have an animal in their home. over the last 20, 30 years, dogs have changed. Now they're our sons or our daughter, you know what mean? That they see them that way. And, you
Lianne Shinton (11:56)
Mm-hmm.
Michael (11:59)
showing people they could still have that relationship but having to balance it. You know what mean? And making sure that you're seeing it as a part of the family but understanding that's a different species.
Lianne Shinton (12:12)
Well said. And the name of your business too, the canine coach, I think the word coach, you know, it really resonates that you are a coach for the owners.
Michael (12:19)
Yeah.
Yeah, my tagline
is making family and pets a winning team.
Lianne Shinton (12:28)
I like that. Yeah, yeah. And I get the burnout because it, we see folks who just, they have a life and work and kids and then they got this dog and they're not like us that are like dog trainer, passion. They just want their dog to listen and I totally get that. But it really takes experience and coaching skills for people. And you've obviously evolved into that over time and
Michael (12:57)
I'm still
evolving, still evolving.
Lianne Shinton (12:58)
Yeah.
Yeah.
Michael (13:01)
Yeah, you turn me on to, what was that trainer, Michael Ellis?
Lianne Shinton (13:06)
yeah.
Michael (13:07)
Yeah, I've been watching, like, as soon as you said that, I started looking at YouTube and now it's flooding my feed. like, the first video I watched, it was off of Leeberg.
Lianne Shinton (13:17)
Yep. Lerberg, yeah.
Michael (13:19)
or Learburg or whatever. And
I watched the whole thing and it was like, wow, like I took so many things off of that. You know what I mean? And listening to his journey, like he used to be like balanced training and then he brought the food in and there's a way that you could do both, you the way you explain things.
Lianne Shinton (13:37)
Yeah, I think it's when people are looking for a dog trainer, it's good when they find someone like you who is a student for life. You're not like, I'm the best. I'm an expert. You're trying to continue evolving and learning even at this stage where you've been dog training for ever.
Michael (13:57)
Right, yeah, can't keep complacent.
And you can't like, you know, I was in my 30s when I started. And, you know, when you start having success overcoming major behavior problems, does inflate your ego. You know what I mean? And, you know, now I kind of I'm more humble toward it. But I know I still incapable of seeing the situation and know how to how to fix it.
Lianne Shinton (14:15)
Mm-hmm.
Michael (14:29)
You know?
Lianne Shinton (14:30)
Yeah, such a good resource for locals in that area. Maybe you mentioned the word like behavior problems. You got into dog training and saw this fearful dog, the quick transformation, life changing. Maybe share a little bit about some clients that you've worked with, behavior problems that you commonly help with.
Michael (14:50)
Yeah,
when you gave me ⁓ that question, was like sitting there trying to think of all the ones that I helped. And it was hard to pinpoint, like, what, it's been so long. But the one you just mentioned, Rosie, was a Havanese. She was four years old. And for like the first three and a half years of her life, when she was in a crate at a Breeders. And I've never seen a dog
so fearful and hold on to it for so long. And I had to really take my time with her. did like a lot of just sitting with her, her, you know, giving her, she didn't even know how to be touched. Like soon as you even, no matter what the pressure was you touch, she'd block up, right? And they're snowbirds here. So I saw her yesterday at their condo and...
The fact that she got off her place and came up and was wagging her tail and you know, like greet me and like they're like, she really likes you. like, I hope so. Cause I like my board and trains like two weeks. And I said, look, let me just keep her. I ended up keeping her for like five weeks because that's what she needed. You know I mean? She needed time. It wasn't those ones where you can just like, like the layers of an onion. can't just cut it. You know what I mean? So.
Lianne Shinton (15:48)
off.
Yeah.
Michael (16:13)
Um, and she's still a work in progress, but like from, uh, from when I started with her and then like when I was taken to my group classes for that month and the people that were coming consistent and they're like, Oh my God, like I can't believe that's the same dog. So those are the kinds of things that really. Like this is why I do what I do is for that. You know what I mean? I could have nine frustrating clients. You know what I mean? And then if I have that one like that and have that change their life around.
Lianne Shinton (16:34)
Yeah.
Michael (16:43)
It's all worth it.
Lianne Shinton (16:44)
Yeah, and I got to see Rosie. We were in our last meeting and she was on her place while you were doing a meeting with me. yeah, I could tell that she, you was very impactful for your life and, you know, just getting excited about the progress.
Michael (16:48)
Yeah, yeah.
Yeah.
Yeah, she started to
follow me around like, hey, where are going? Are you leaving me? I'm like, as usual, she's like, just leave me alone. I'll sit in the corner. So those are the things that really make me know that I'm doing what I'm supposed to.
Lianne Shinton (17:10)
amazing.
Awesome, awesome. So you mentioned like with Rosie's parents, you go to the condo. Maybe I know that you work at a facility as well. And so it sounds like you go to the home facility. Tell me a little bit about your programs or about options.
Michael (17:33)
Yeah, so, ⁓
so I do a free consultation with everybody just so they get a chance to see how things work with me. ⁓ I get a chance to meet their dog, give him my two cents. And then, so my most popular program is I, I name it no limitations still from when I graduated, sit, mean, sit. And when it, before it was hit me and said it was no limitations. And, ⁓ so basically it's, you know, I start off a couple of sessions in the home.
build the routine there, know, first sessions like, you know, intermediate walking, teaching them not to walk ahead, you know, and then I give them a week, give them a, give them the schedule, routine to do. And then I come back and I teach them the place command and show them how to, you know, get that to work for them on your day-to-day lives, like while they're cooking and eating their own place, while they're relaxing their own place. And then you're given these breaks in between to congratulate them.
you know, guy used to analogy kindergarten, you know, the kids sitting there learning the ABCs and it's like, I can't wait to get out to the monkey bars. And then you give them that outlet. So it's not like they're just randomly like, Hey, I need a pension. I need a pension. You could kind of show them that, you do this. I'll give you that. And then once I create the routine inside the house, we start working outside. And that's where I meet them at the facility Hagen's pet resort. And I bring one of my dogs to add to the
distractions. So they know most of the commands already. Now we're putting them in and exposing them to challenging situations and starting to make the obedience more dependable. Right. And so I do that a couple times and then they come into group classes. And I do two at Hagens and I do two, one at a park here in Sarasota called Payne Park. In that one, you know, we're outside the fence.
We're in a real place. There's kids, there's ducks walking by, there's squirrel pro-fors going on. You know what mean? So, and like once during classes, just, they could come for as long as they want to. You know, I want to make sure that I'm not saying, hey, this is your last lesson. I know you've got a lot to go. You know, I let them take the pressure off of them by letting them come at their own pace.
Lianne Shinton (19:35)
Wow.
Nice. ⁓ it's just so good to have something structured that you can do with your dog and be around like-minded people. So that sounds like a great community you're building.
Michael (19:57)
I have one guy come for 12 years.
Yeah.
Yeah.
And then I do a two-week boarding train, and I only do two at a time because I do them at my home. When I first started out, I worked at a kennel, and I would show up every day, and I'd be there for several hours, pull the dogs out, train them. But I wasn't given a real home environment. So ⁓ after the two weeks, I do their privates, and then they have to come into group classes to continue the training.
Yeah.
Lianne Shinton (20:40)
Yeah, awesome, that's awesome. And I think that really would be reassuring to someone ⁓ if they're looking for a board and train that it's out of your house. It just feels really good.
Michael (20:52)
Yeah,
and part of the board and train is it's not over. I trained the dog to listen to me. It doesn't mean the dog's going to automatically listen to you. You've got to do the follow up for it to be successful.
Lianne Shinton (21:08)
Definitely, definitely. And your free consultation, could you talk more about that? ⁓ Did they bring the dog to you? Is it over the phone? What could they expect?
Michael (21:20)
Yes. Yeah,
they bring the dog to me and we're in a fenced in area. I got agility equipment there and stuff like that. And then it's at a kennel. like, you know, especially if I have a dog that has behavior problems, I could see right away when they get out in the parking lot, there's dogs being let out from the kennel, which is adjacent to my training area. I could see the reactivity, you know what I mean? Right off the bat, I'm seeing
what that dog's all about before we even sit down at the table and start discussing things. And I just let, know, I've kind of got some information from them from speaking to them on the phone, but now that I have them in front of me, I want to hear what, you know, what's been going on since you've gotten this dog, when did, you know, especially if it's aggression and stuff like that, where did this start? Where was the trigger? You know I mean? You know, did you adopt them too late? Like Rosie was a kennel dog for three years and
She was no socialization whatsoever. She was like Brooks from the Shawshank Redemption.
Lianne Shinton (22:23)
Yeah, yeah.
I'm still here.
Michael (22:26)
Sorry, yeah, I just
got an alert for a phone consultation at one.
Lianne Shinton (22:30)
Okay, are we good?
Michael (22:32)
Yeah, I'm going to text her and say, I might be a little late.
Okay.
Lianne Shinton (22:36)
Yeah, we can always edit this part out too, we will. So take your time.
Michael (22:40)
How much longer do you think we'll be?
Lianne Shinton (22:42)
20 minutes would be fine. That would give you time because it's at 1 o'clock, right? So it's 12 Yeah, I think you might be on time we'll get you out on time Yeah Okay. All right. So we're back and so yeah, I just wanted to explain to the listeners that you know You're in the middle of a podcast, but you took a minute to say hey, I just I have this phone consultation that just booked
Michael (22:49)
So I might be on time.
Okay, I'll just, all right, so I'll just hold it there.
Lianne Shinton (23:12)
and you really take care of your clients and their dogs. That really spoke to me.
Michael (23:18)
Yeah,
and the system that you set up for me has been working so well because now it's like I don't have to call and leave a message and then hopefully they call me back. They schedule it. We're going to talk and it's not that ping pong of phone calls, tag your it.
Lianne Shinton (23:44)
Yeah,
chicken, game of chicken. And yeah, that's so important to you and to me, it's that providing good customer service because that first initial time someone reaches out, if you take 24 hours to get back to them, they're going to remember that. And you you are just so amazing at providing customer service through the whole journey. The program name being no limitations. And some fellow is coming for 12 years, like
Michael (23:47)
Yeah.
Lianne Shinton (24:12)
you really take care of them from the very first moment they come in when they, know, okay, you guys are good. And then still that amazing customer service in those group classes. I love it.
Michael (24:13)
Yeah.
Yeah.
Yeah,
on several occasions when I call them, they're like, wow, you're really on time. I would hope so. Like, you know what I mean? It's your time too.
Lianne Shinton (24:31)
Yeah,
awesome. But so many businesses aren't. So yeah, yeah, you're such a good resource for dog owners ⁓ locally. And ⁓ okay, let me look at my next question here. So I have, what's something you consistently see dog owners struggle with that you love helping them overcome?
Michael (24:56)
I think there's a couple parts of this like we mentioned before, and I won't beat the drum, but getting them to understand that they have a family member, but it's a different species, but technique. The last couple years, I've really focused on getting them to get their timing down. And I'm in Sarasota, so there's a retirement community that they're
Physical skills have diminished. So how do I get them? To to at least apply it to the dog in an efficient way so I do a lot of Before we the first lesson before we even work the dog out. I become the dog You know what I mean? I have them tell me what to do and like I'll grab the end of the leash. I'm right. All right, walk me and I'll jump in front of them and like like what do do now like you know, I
Lianne Shinton (25:44)
Yeah.
Michael (25:54)
And I started to realize like, uh, you know, my, the technique that we learned at, um, sit means sit, you know, it's the E-caller and it's pressure, right. And getting that rhythm down and, you know, I'm like, why is it so hard for people to get to tap a button and say a word at the same time? And then I was like, uh, maybe I've never done it before. You know, and then, you know, when you're trying to teach them the walking part of it.
And they just keep on following the dog, following the dog. And then it was like, maybe they've never been in a marching band and don't know what an about faces. Or, or, or, you know, had to play basketball and walk backwards to defend, you know what I mean? And it's something that you gotta kind of show them that this is part of the game and it's a skill that you have to practice. So your dog doesn't suffer your technique being confusing.
Lianne Shinton (26:39)
Yeah.
Wow, ⁓ such a powerful answer and it's making me think about competing in dog sports and how we get judged if like our feet move at the wrong time, we lose the whole exercise. So interesting that you're leaning into the technicalities, the movements.
And that is something we get judged for in dog sports as well. Like if I move my arm wrong, know, stuff like that. So it's interesting the correlation that you're talking about and we have to train for it. I've many times practiced. walk up to the line. I pretend to throw the toy. My dog isn't even in the picture, but I need to make sure I don't lose half a point because I moved wrong. Yeah. Yeah. It's very powerful information and it's really important people lean into that.
Michael (27:12)
Mm-hmm.
Yeah.
Did something wrong. Yeah, absolutely.
Well, it goes back to, it took me 10 years to realize I was a people trainer, you know.
Lianne Shinton (27:45)
Yeah,
yeah. Just like guess if you're at the gym or you're playing guitar, you know, there's a technique to all of it and practicing on you practicing. Yeah, practicing on you is valuable because then they're not making that mistake, which is natural to make those mistakes, but they're not always.
Michael (27:52)
Yeah, exactly. Repetition, repetition, repetition.
Right, or getting
rid of the mistakes before they even start working with the dog. ⁓
Lianne Shinton (28:06)
you get the dog in the picture. Yeah,
great, great. ⁓ Awesome. So my next question is, what do you think sets a great training experience apart from the average? And I was also thinking this question could be like, what sets you apart from the average trainer? And I before you even say, I've already kind of covered one, and it's your amazing customer service and your passion for taking care of people.
Michael (28:34)
Yeah, I think it's like so there's a vet in the area that refers me and like, and like when they come and see me, they're like, yeah, he told me he says you're the nuts and bolts guy. Because I'm educating you, like, you know, I mean, I'm not saying I'll do this with your dog. Oh, you're not doing it right. Like, you know, I'm hands on, like, I'm showing you exactly what you need to do. So I think that's
where I stand out is because I'm taking the time with the human, because the dog's the easy part. They're waiting to be led. You know what mean? If I could get the owner to show them how to do that, then it makes the job that much easier.
Lianne Shinton (29:15)
And that's powerful too that this vet refers you. And so many people are visual learners. So they need to see it versus just being like talked at. Yeah.
Michael (29:25)
Yeah.
Yeah.
And like I've been compiling videos, uh, like I got those meta glasses. So now I can sit there and get POV on my workouts and send people, you know, videos of other dogs I'm doing, or send them the video of what I'm doing with their dogs so they could see, you know what I mean? So, you know, we're in this technical, you know, age of technology that now I could really start giving these people resources that will help them succeed.
Lianne Shinton (29:36)
Mm.
Outstanding. And my next question is, what feedback do you commonly hear, like most often from your happy clients, like some of their bigger takeaways at the facility, the going to the home, the human coaching? What do you think really makes you stand out to them?
Michael (30:16)
I think a lot of it is they see that I know a lot about the dogs. You know, and I can relay the information, like when I see the issues, the symptoms, whatever you want to call it, I can explain them how, where it started and how do you fix it. You know, the hardest part is really for some owners is changing the relationship.
because they're used to having them buy them because it's for them. You know, they want to pet the dog all the time, but they don't realize that you're becoming this 24 seven masseuse in their mind. You know what I mean? And they might start saying, hey, anybody comes near me, you're not taking my masseuse away. This is awesome. You know I mean? And sometimes that when I say people like you can't let them on the bed or on the couch for a while, you could just see their face go, whoa.
I'm like, I'm not saying forever. I'm just saying we got to balance this out a little bit. You know, the pendulum has been swinging his way the whole entire time. We got to swing it our way a little bit to kind of get into the middle.
Lianne Shinton (31:26)
Well said, very powerful. And I like that, you know, the end result, yeah, you're gonna go back to that, but with more balance. Love it. Now, if someone's out there and they're looking for a dog trainer, there's a lot of dog trainers that are social media trainers, and they aren't really putting their all into learning how to train the dogs. They're putting more into their videos and their content.
Michael (31:38)
And.
Yeah.
Lianne Shinton (31:56)
So for looking for advice, for someone looking for a dog trainer, what would be some advice to help them navigate that?
Michael (32:05)
⁓ Well, when you're talking to them.
that like I get a lot of phone conversations where they've talked to other trainers and they immediately say, you sound like you know what you're talking about. You know what I mean? So, and.
You know, like there's trainers that just strictly do board and train. And I get a lot of those clients to me because yeah, they've done the board and train, but they didn't do anything after the fact. And if you are searching for it and that's all they offer. Okay. That's fine. If that's your only option, but make sure they're going to give you the things you need after the board and train. You know what I mean? ⁓ you know, obviously look at the referrals, you know what I mean?
stuff like that, ⁓ do they bring a dog to the consultation?
Let me see your dog. Because if they're not bringing a dog to the consultation and showing you what they can do, you got to kind of show them, prove it in some form or fashion. You know what I mean?
Lianne Shinton (33:07)
Mm-hmm.
Yes, excellent advice.
Michael (33:09)
You know,
got people I've been doing in my area longer than 24 years, but that doesn't, yeah, you got experience, but is your experience doing it the right way?
You know?
Lianne Shinton (33:21)
Yes, yes, and that's good advice too to check the reviews as well. So my next question is, ⁓ what's one misconception dog owners often have before starting training?
Might be a tough one.
Michael (33:36)
⁓ that they're gonna be the one involved more than anything.
Lianne Shinton (33:40)
that the owner's going to be. ⁓ they don't realize how involved that. Yeah, yeah, yes.
Michael (33:42)
Yeah.
that they gotta be, you know what I mean?
And you like you mentioned it before, like they got jobs, got, you know, kids and, you know, you gotta find a way to show them, like even, you know, like I tell like my one program, like practice three to five times a day, 10, 15 minutes. They might get one or two, but I gotta say, hey, that one or two,
can go a long way, just try to fit it in there. Don't worry about 10, 15 minutes, do five. But if you keep it prevalent every day, it'll stick. you're only doing it five, 10 minutes every other day, you're not gaining anything, your dog's not gaining anything. You gotta build upon each session. So I think, you know, make sure they're setting the time to be successful with the training.
Lianne Shinton (34:40)
Yes, yes, great advice. Almost so it becomes a habit, becomes a lifestyle. Yeah.
Michael (34:45)
Habit. Habit.
That's the key, because they come to you and what's their biggest habit is the leash. That's the way they're controlling them. So getting them to like not use the leash so much, use their body, you got to get rid of their bad habits and create new ones. And that's hard to do when, like we were talking about the system, the AI thing, and like I used to be a techie.
Lianne Shinton (35:03)
Mm.
Michael (35:18)
I learned how to make music videos for bands and stuff like that. That was 10, 15 years ago. And now I'm learning something new and I'm like, what the f*** this?
Lianne Shinton (35:27)
You
is pretty cool making music videos for bands. And you play lead guitar?
Michael (35:33)
No, just play around. I just play to have fun. Like a lot of my friends are musicians, so if we're hanging out, we'll pull them out and do a little jam session, which is just, that's all I need is that. Participate a little bit.
Lianne Shinton (35:48)
If,
and then just to get it off the dogs for a second, if just ask some kind of lightning round fun questions. If you could be in any band, what band would that be?
Michael (35:58)
Hmm.
Hmm. Well, my favorite band is Candlebox, so I would have to say that, but like,
like, like, like, I like really hard rock too. And there's a band called Seven Doss and they're, they're the metal you can dance to. And if you ever see them live, you're just like, my God. And they're just like, all of them are just like moving around. And like, I think that would be a cool band to play in because it's just so much energy.
Lianne Shinton (36:17)
Okay.
that's fun. Yeah, that sounds fun.
Michael (36:35)
Can boxes like that
too, but.
Lianne Shinton (36:37)
That sounds super fun. All right, so back to the dogs. That was quite interesting though. What exciting things are coming up in your business? What are you working on?
Michael (36:41)
Okay.
Working on my AI conversion system. And I'm starting to get, like we were talking earlier, like getting a media system. So like, you know, that first lesson I'm dealing with clients and like, I could tell when I leave, they're just like, they just got bombarded.
Lianne Shinton (36:52)
Hahaha.
It's a brain dump. Yeah.
Michael (37:16)
so much information. So I want to start creating a video, videos that for every lesson that they could fall back on and just add another wrinkle, you know, so to speak to, to making sure they could stay consistent with it because, you know, a lot of times I'll see them week to week and I'm like, Hey, did you work on this? And you're like, no, we forgot about that.
Lianne Shinton (37:42)
Mm-hmm.
Michael (37:43)
You know what mean? And it's not a big deal, but you know, it'd be so much better if I get him everything they possibly can to be successful. You know what I mean?
Lianne Shinton (37:54)
Definitely, that's very powerful. And I try to study the way that people learn and there's definitely science behind virtual training and in-person training. So I think that's wonderful that you're adding that because it's gonna help them retain the information so much better.
Michael (38:13)
Yeah, and like Robin McFarland, when I went to one of her workshops, she broke down like the four quadrant personalities and how to address each one. You know, learning that like, okay, I know who this person is. This is how I'm going to help them. You know, it's not this cookie cutter thing where you say the same thing to every person. You got to sit there and tap into what makes them tick.
Lianne Shinton (38:37)
Excellent. So just to shift a little bit to your personal dogs, could you share a little bit about more about your own dogs, maybe starting with Missy?
Michael (38:50)
All right, so Missy, got from, what's that guy's name on New York?
Lianne Shinton (38:56)
a wall-ead. Yeah.
Michael (38:58)
Wally so
missy was narrows. Pick of the letter Fred got you know picture and then Senator Wally and. When I. When I started working with all you guys I had that I had a German Shepherd named Neo and he was he was on point but when I got around everybody that had a mouth a lot made him look like he was kind of slow, you know I mean and so I started looking for a mouth law.
Lianne Shinton (39:02)
⁓
Aww.
Michael (39:27)
And everybody said, go to Waleed. And he was sending me videos of males. he's like, are you interested in a female? I'm like, what do you got? He's like, well, I have a Nero pup. And I had met Nero a couple of times. And I was like, I don't know, man. I'm five years into this. I don't know if I can handle a dog like Nero. And he was like, he's like, she's nothing like him. She's actually really good. He's like, I'll give her to you if you let me get a litter out of her. And I'm like, OK.
So shipped her from New York and that dog became one in a million. Like she just knew what I was doing. You know, like, like I was talking about it yesterday with a guy and his dog was reactive on the leash. And I would, once I learned how to read the dogs properly, if I had a dog that I knew was just bluffing, I would free to missy and she'd walk out into the field and I'd
Lianne Shinton (40:01)
Yeah.
Michael (40:25)
say that owners I'm like go and take the leash off and they're like what I'm like go and take the leash off watch and the dog as soon as the leash came off dog ⁓ and then my dog would watch come message we watch him come and she just turned her head and go like this and the dog go
Lianne Shinton (40:43)
You
Michael (40:43)
and didn't know what to do. And then she would just sit there and stay still and let them sniff them. And then she'd slowly turn around and sniff them and they might freak out. She's like, settle down, settle down. Good. And then next thing you know, she's like in front of them doing her dance, like, come on, let's go. And the dog would be like, okay. And then I'm watching the owners like, what just happened? And she just, and I learned so much from her, like her boy language and all that stuff. And
Lianne Shinton (40:53)
Wow.
Mm-hmm.
Michael (41:12)
She passed in 2021 at 15. So, you know, if they can only last as long as us, right? So I got Leda who is a nine and a half. She's also a Belgium. I got her from Ivan, you know, paid 2,500 bucks and like he has a system where he picks the dog for you, you tell him what you want. And I was like, well, I gave him the trace of Missy. So she's...
Lianne Shinton (41:26)
wow.
Michael (41:40)
dog indifferent. So what I mean by that is she looks at dogs. She's like, yeah, you don't have those things called thumbs. So you can't throw this for me. Get out of my face. Where's a human at? You know what I mean? So, so I don't have a dog that interacts with dogs like Missy did. So now I have, um, Kuma, who's a 15 month old male Malinois. And he, as soon as I met him, I saw how, how goofy he was and like,
Lianne Shinton (41:50)
Yep.
Michael (42:09)
I have a great day here that is has issues with dogs and as soon as I brought him out, he was like, come on, come on. And she's like, okay. So now I got another dog that like can get these dogs out of their shell and kind of be goofy and not serious. And that's my pack now.
Lianne Shinton (42:30)
That's nice. I totally get that because I have Flirty and she's helped me raise so many of my clients' where they become like family and she helps train them. I love that and not many trainers have that type of dog. It's a gift to us and it's a gift to our clients.
Michael (42:44)
Yeah. Yeah.
Exactly. Exactly. Yeah. I used to have a, remember Oliver the Papillon that I would have on my shoulder?
Lianne Shinton (42:50)
Awesome.
Yes.
Michael (42:55)
Yeah, I had a female for a while and she passed away shortly after Missy did. And she was kind of, Oliver was really cool. ⁓ Dora was like, Lita. She's like.
Just throw the ball, throw the ball, I don't care.
Lianne Shinton (43:15)
That's cute.
Michael (43:16)
So now
I'm just like, I was sticking to one dog for a while. And then I was just like, I really need to get another dog that has that be able to be social and kind of want to play and not, you know, like a great thing would start protesting a little bit and he'd back off. He's like, all right, chill.
Lianne Shinton (43:35)
So.
Michael (43:38)
And he
kept on going up to her and next thing you know she stopped doing it and was like starting to play with him.
Lianne Shinton (43:43)
That's awesome. That's awesome. are you so you mentioned Papillon, you definitely love Malinois. What's your favorite breed outside of a Malinois? Because I'm sure it's probably a Malinois.
Michael (43:55)
Definitely like like I love the Malawah like I love going retrievers. I like those personalities. You know the sweet personalities. Little dogs. I like the Papayans the Palmaranians because they got that spunk to them. You know I mean they're like like when I met Oliver I was like you're messy in a five pound body. You know I mean, real athletic was like I'll do it.
Lianne Shinton (44:00)
Mm.
Ugh, wow. Yeah.
Michael (44:22)
Tell me what to do, I'll do it.
Lianne Shinton (44:24)
Awesome. And just one last question, because I know you've got a client to get to. If you weren't, you mentioned bartending and then into dog training, which has become your lifelong career. If by chance you weren't dog training, you know, had a totally different life, what do think you'd be doing?
Michael (44:29)
Yeah.
I've probably something in music. ⁓ Like when I was going through that burnout phase and I was doing those music videos, I was actually going to pursue that as a career and kind of wean the dog training out. then I out I was going to have a baby. kind of I was like, stick to the dog training, just figure out how to make this work.
Lianne Shinton (44:45)
⁓ yeah, that makes sense.
Michael (45:12)
And, you know, that's when I told you about the burnout and the four agreements thing that we were talking about. And it kind of put things in the perspective for me, you know.
Lianne Shinton (45:22)
Yeah.
And I appreciate you suggesting that book. started reading it. It's outstanding. And I'm going to have you on my podcast again so that we can talk about burnout, which, you know, it's not just dog training. It's the running the business part. Like you've got a lot on your shoulders to take care of a lot of clients and your business. So totally get that. And I'm really excited to have you on the podcast to discuss that more detailed how you overcame it.
Michael (45:38)
Boom.
Yeah.
Yeah, absolutely. I'm excited. Like I told you, I've been thinking about that, doing it for something, know, ICT or something like that. But ⁓ since you're looking for these things, let's do it with you first, you know.
Lianne Shinton (46:01)
Yeah, that would be amazing because this is a major.
Michael (46:03)
I think it will
be really helpful for lot of trainers out there.
Lianne Shinton (46:07)
Definitely, definitely awesome. Well, ⁓ I want to let you get to that next client. Our conversation has been super fun. And is there anything else you'd like to add today?
Michael (46:18)
⁓ Like, ⁓ you when you're looking for a dog, you know, make sure that you're not looking for looks and making sure that you explore ⁓ what the dog is going to require, not just grooming and stuff like that, but you know, are they, how trainable are they? Are they a one person type of dog or are they a family dog?
You've got to take those things into consideration when you're looking for a dog.
Lianne Shinton (46:51)
Kind of like what you said when you Ivan, you were looking for a dog, you provided him with like a checklist of qualities that you were looking for, which stemmed from Missy. ⁓ So that's such good advice, like have a checklist and be picky. Yeah.
Michael (47:10)
Yeah,
don't go for the sad face, you know, right away. And like if you're looking for rescues, watch out for the one that's like kind of shy because those are the ones that they're very sweet, but they could turn if you don't, you know, I'm not saying don't get them because those dogs need homes too, but be be aware of that.
Lianne Shinton (47:13)
Yeah.
Michael (47:38)
feel bad for them when you bring them home could set up a lot of behavior problems down the road.
Lianne Shinton (47:44)
Yeah, so we get them. Yeah, and then we don't add the structure and the routine, which everybody needs structure and routine. And you're just setting the poor thing up to fail. So yeah, good advice. Awesome. Well, thank you so much, Mike. maybe just, yeah, thanks for joining me. Maybe share your website URL so people can look you up.
Michael (47:45)
because you feel sorry for them.
Exactly.
Yeah.
Thanks for having me.
Yeah, it's www.k9coachfl.com.
Lianne Shinton (48:15)
Awesome. And we'll put the link and your socials in the comments as well. And yeah, thank you for joining me, Mike. And thank you everyone for listening. Again, I'm Leanne Shinton from Automation Docs and have a terrific day.
Michael (48:20)
Awesome.
Bye guys, thank you again.
Lianne Shinton (48:32)
Thank you.
Okay, this is where it doesn't stop. This happened to me last time. think I have to reload. So last time we just, yeah, let me just make sure it looks like it's all uploaded. So we should be good. I just can't stop recording. So we'll edit this part out, but yeah, we should be great. So we'll be working on this. It'll probably go live. Does next Thursday work for you if it goes live?
Michael (48:39)
So that good?
Next Thursday for what?
Lianne Shinton (49:00)
Yeah, we would just edit it and it'll go live next Thursday. Yeah, so usually a week or two and my VA Marvin may reach out ⁓ or if you want to just send me a picture that we could use for the thumbnail, that would be terrific. And we'll find your socials.
Michael (49:03)
Okay, yeah, whenever you guys are ready.
Like a picture of me or?
Lianne Shinton (49:19)
Yeah, picture you just for the thumbnail. it's like a, you know, when you look at a video and has like some words on it and a picture of who's in the video.
So just find something.
Michael (49:31)
Okay, I'll see
if I can get out. I think I can get my daughter on to a cap cut or something.
Lianne Shinton (49:36)
Yeah, yeah, whatever. I can look on your Facebook too and see if there's something there. Yeah, for sure. No worries. No worries, no worries. Okay, we'll let you get to your phone call. All right, we'll see you next time. Bye.
Michael (49:40)
Yeah, if you can. Give me one less thing I have to figure out.
All right, awesome. Thank you so much. All
right, bye.
Adam G. Katz
33:48
Yeah, so this is really cool. Copywriting, not copyright in terms of like, you know, when you write a piece of music and then you copyright the music, but writing copy is the art of writing persuasive text that persuasive words that get people to take action. And so the whole concept behind copywriting and advertising in general is that you can A -B test different words, right, to figure out what gives you the best response. So if I write one ad, as we call that, the A, and I use the word, the phrase, invest in your dog's happiness. And then I take the exact same ad with the exact same image and everything's the same, but I just changed the headline and I changed it to we can train any dog. So a recent test that I did, you know, you can run those two ads with Facebook or with Google, whatever you're using, and you can find which one gets the most clicks, which one gets the most sales just by changing. the words in one line of text, you can get three times the amount of sales or more from one versus the other. And so to me, it's still like magic. It's like, wow, I can figure this, I can figure out what words work better than other words and just by changing the words, I can make more money or I can reach more people or I can help more dog owners. It's crazy, it's like magic, right? So especially with Google Ads over the years, we were able to test and figure out and the sales letter that we used for dogproblems .com to sell the membership site, we did extensive testing with that. And so we figured out, you know, what are the money keywords? What are the keywords that get people to click and to take action? And so, and Facebook's an amazing platform for that because you can get so detailed. So it's minuscule detail. about what works and what doesn't work. So it's really pretty cool. The more you can study in master language, the better the communicator you're going to be and the better communicator you can be means that you can... You have more success with your clients, you can have more success with your love life, you can have more success with your business, with your family, with your kids. It affects everything. Like the words that you use, you know, changing, sometimes just one word can have a dramatic effect on the results that you get. And so for me, I'm very passionate about that.
Lianne Shinton
36:29
You're very passionate about this topic and I think it's something that most of us don't even think about. And nowadays I just use chat GPT and I think it's actually making me dumber. But I guess one question I had as we were starting to think about like text that's going to attract people to your business is, you know, knowing in the news, like they say, don't watch the news because the news.
Adam G. Katz
36:40
Hehehe.
Lianne Shinton
36:55
makes everybody negative. It's kind of falsified. And there's been studies that show that there's like a 63 percent higher click through rate and this and that if you're publishing negative news, if you're making people worried and stressed about tornadoes and terrorism and all that kind of stuff, people are going to watch. They're going to tune in. So I wonder. and you would probably be a good one to answer this, is there some way we could use that when we're trying to attract people without being too crass? But if we talked about like, hey, dog's getting hit by cars, you get training and you can avoid some of those things, dogs having foreign body surgery, is there something we could do kind of in the negative that would attract more people or would that maybe? get all the Karens upset and like unfollowing because we're talking about scary stuff.
Adam G. Katz
37:57
The answer is it depends. It depends on the context. So if I'm writing long copy, which is like, for example, if I push somebody to a landing page or maybe I give them a brochure, I want them to take something home and read about me or. If I'm being interviewed, like if I send out a press release, then yeah, I mean, conflict works great to get eyeballs. That's why you see so many of these Twitter threads just blow up because it's all about conflict, right? And the news, the news media loves conflict. So anytime that you can create conflict, that's a good thing for... in a certain context, right? So it depends. If I'm sending out a press release, maybe I'll invent, or not necessarily invent, but amplify or magnify a conflict that already exists. So for example, I've always been a balanced trainer, so I use tools to train dogs. I use prong collars, I use remote collars, I use choke chains, et cetera, et cetera. I use a crate. And the enemy to that are the purely positive trainers, and these are trainers who don't use any of those tools. They take a different approach, and I think that, I legitimately think it's... 90 % kind of a bullshit approach. There's maybe 10 % that is good. If you... put it in the right context, you know, puppy training stuff or certain types of temperaments, but in general, I think there's a lot of politics in dog training. And so what I'll do is I'll amplify that in the context of, you know, coming out as a white knight in my pressure releases to position myself as the person that's bringing you the real information, the actual dog training approach that's, you know, used by police dog trainers and search and rescue dog trainers and handicapped. dog trainers and stuff and isn't trying to sell you something to take advantage of you and rob you of your money, right? So there's, you're setting up a conflict there and the media loves that. The media loves if you come out and you've got an issue and you're angry about it and you're challenging about that. But I will say that in the context of your, for example, the copy, which is again the text on your website, I think there's a better approach and the better approach is simply, looking at how do you push their emotional hot buttons and talk to them in the language that they understand basically what we call enter the conversation in their mind, right? So... If you ask most of your dog training clients, before they're your dog training clients, they're just a prospect and they come to you and you say, what is it that you're looking for? And they usually have like one issue, like, he jumps up on me or he doesn't come when I call. So, okay, that's easy to fix. In general though, in addition to that, what else would really help you? And everyone pretty much says the same thing. They say, well, I just kind of want my dog to listen to me. I just want to get my dog to listen to me. Okay, so that's actually a headline that I've used. I listened to what people were saying and I used that as one of my headlines and it worked great. It's almost easy to a certain extent because what you're doing is you're listening to the language that they're using and you're entering the conversation in their head and I just want to get my dog to listen to me. And so you slap that headline on the top of your website. Here's how to get your attention. Nashville dog owners, here's how to get your dog to listen to you anywhere you go, right? And boom, it connects, they understand, you've just pushed their emotional hot button. And then the next process, of course, is using different tactics, like features and benefits, not just listing features, but also listing benefits. So the feature is you get to teach your dog to come on command. The benefit is that you never embarrass at the dog park again. You know, the feature is you get to teach the dog to lie down and stay down. The benefit is that you can take your dog with you to Starbucks and have him lie down. And when you go in to get a napkin or another bagel or something, you can come out, he's still going to be there, right? So, so features and benefits make your website more persuasive, make your advertising more persuasive. Testimonials written the right way, not the wrong way. The wrong way is, hey, Lianne's an amazing dog trainer, dot, dot, dot, Susan. L, right? And it's a picture of a dog that looks like you bought the picture from istockphoto .com. It's not credible. It doesn't persuade anybody, even if it's true, right? So what we do, we do a done for you dog training business website where we take care of all this stuff so you, the dog trainer, doesn't have to figure it out on your own. I've already A -B tested all this stuff and so we basically plugged your name and your photo and your services into my template that I've created and A -B tested and it works like gangbusters. So when you write testimonials, you want to have a picture of the owner and the dog so they can see that it's a real person and the client's first name and last name and the city and the state which... lends to credibility. It says, Hey, this is somebody that's actually in my, maybe in my neighborhood, definitely in my community. It's a real person. It's not just something that this dog trainer made up. This is completely not credible. Right? So you do testimonials the right way, not the wrong way. You incorporate social proof, you know, as seen on. XYZ magazine as seen in the something, the Beach Reporter, the XYZ Bulletin, voted number one dog trainer in Boise, Idaho for five years in a row. You put that on your website and that's social proof. It says to people, hey, it's not just. Adam saying, I'm the best dog trainer, you should come work with me. It's somebody else saying it. And so, for example, if you're walking down, you know, down a road and you end up walking behind two women and you kind of overhear the conversation and they happen to be talking about the best auto mechanic in Nashville. And they're like, this guy's incredible. And not only that, he's super cheap and he's super nice and I never have to wait. And they've got coffee in the lobby. They're just great, right? And I overhear them saying that, because they're not trying to sell me anything. Like they're not compromised. I'm like, hell yeah. If I need a mechanic, I'm going to go check out the guy that they were talking about, Jim Bob, right? But. If Jim Bob walks up to me on the street and says, hey, I'm a mechanic and I'm the best mechanic and blah, blah, blah, blah, blah. I professional dog trainer knows all of this stuff. Like if I pull on the leash at a certain time, the dog's gonna react this way instead of that way. Well, when it comes to marketing and advertising and copywriting, there are all these shortcuts and hacks you can use to get better results from your website and your advertisement and all of that. So the whole goal is that instead of having to spend a bunch of time and energy and money and you get 100 people who end up on your website and then one out of 100 calls you, what if you could just change what you have on the website, like the words and how you phrase things and go from like one in a hundred to like one in ten or maybe one in five. Where you've just 100 extra revenue without having to even spend any more money. So this copywriting stuff, strongly recommend that you look into and learn it because it's an applicable skill that will help all aspects of your life, but specifically your dog training business.
Lianne Shinton
46:17
Yeah, I've definitely experienced using content that my clients could relate to. I've done it wrong, where I say the word recall or reactivity and things like that, where my clients are like, what's a recall? And I'm like, yeah, of course they don't know what that is. You know, it's the come command. But how simple is that? But lesson learned.
Adam G. Katz
46:40
Absolutely. Yeah, yeah, you never want to use industry jargon. to non -industry people. It's like an in -group, out -group thing that industry jargon was kind of designed to help people in the group differentiate themselves from people outside the group. But when it comes to marketing and advertising, and that's fine when you're talking to other dog trainers, but when it comes to marketing and advertising, you want to speak the language of the client, of the average dog owner. And let's be honest, even when you're talking to other professional dog trainers, half the time, they don't know what those words mean anything, or they have different, different definitions than you do. So it's like, you know, you clear communication is so important and specifically words that push their emotional hot buttons so that, you know, you can get them to pick up the phone or text you or whatever means of contact that you're using. You can get them to take action. And so I've got a couple of books that I typically recommend to people who are just getting into it. Now, I'll give you a fair warning. Copywriting like anything else is a skill and it could take years to do. it really, really well. But at least if you know what good copy is, either you could, you know, make some improvements yourself or if you do hire a professional copywriter, at least you'll be able to see kind of what is good copy and what's not good copy. So one of the books I recommend is called Copywriting Secrets by a guy named Jim Edwards. You can get the book on Amazon .com. It's a really good book for people that don't know anything about copywriting. It'll really cover a lot of the basics. And the other one is called Cashvertising by a guy named Drew Eric Whitman. cash and advertising, cash for tizing. Also a really, really good book and that one's super easy to read. You could read it probably in a couple hours and knock that one out and at least get a basic understanding of what this copywriting stuff is. The number one mistake that new copywriters, specifically dog trainers make that I see when they try to improve the copy, the words on their website and their advertisement is that they write stuff that sounds like a spam email, right? It's like got a hundred exclamation points and it's this is the greatest thing you ever you know and it's too hypey so you have to learn how to to moderate to push their emotional hot buns without sounding like the guy that's coming out and screaming and yelling about how great your thing is because that doesn't actually sell anybody.
Lianne Shinton
49:13
It's fascinating. I'm more of an audiobook person, so I'm gonna have to look and see if I can just listen to those books, because I probably haven't read a book in like 70 years. So, yeah.
Adam G. Katz
49:22
Yeah, no, do it, do it. Especially the one by, I'm pretty sure the one by Jim Edwards is available as an audiobook. It's psychology. So I mean, if you like dog psychology, you probably like human psychology. And the more you learn about how the mind works and how you can influence people, the better marketer you're gonna be, the better business person you're gonna be. I'll give you another quick example. The law of reciprocity. There's another book called Influence by a guy named Robert Ciodini who was a researcher in the, I want to say late 80s and he found that there are seven core principles that you can use to influence people. One of them is the law of reciprocity and we're hardwired to kind of feel certain ways. Like for example, if I give you something, you're going to feel obligated to do something for me in return. or give me something in return. Like it's very hard to receive a gift and not want to actually. return the favor and give somebody else a gift or if somebody does a favor for you, it's hard to not then, you know, feel like you're kind of obligated to do a favor in return, unless you're a sociopath. But for most people, there's this law of reciprocity. And what these researchers found out was that not only is there a law of reciprocity, but you can do something small for somebody and then they can feel compelled to do something big. back for you. So the example that they gave in the book, they looked at this cult that used to be in all the airports in America. and the Colton members would go out in front of the airport and they would pick wild flowers. And they'd walk up to people in the airport and they'd gift them a flower and then they'd follow it up and say, and by the way, if you wouldn't mind donating to our church, we would really appreciate it. And they found that just doing that, giving them a little free gift, increased their donations by something like 400%. I mean, it was something really, really extraordinary how much more donations they got just by doing that. one little thing. So how do you use that as a dog trainer? One of the ways that I used it was people would come to our free consultation and it'd be hot outside and they'd walk into my little area and the first thing I'd do is I would offer them a free bottle of water. You know, it's hot outside, would you like a bottle of water? thank you so much. They go, they sit down, they enjoy the bottle of water. Well, what happens is I've just gifted them something. Now you've got that law for a supprocity working in your favor. Doesn't mean you're going to sign every client, but when it's like the difference between yes or no, just a little bit this way or a little bit that way, I want every little thing I can use to be working in my favor. So there's a lot of benefit to sitting human psychology in addition to dog psychology. I know everyone's a, you know, every pro dog trainer in their heart is a hobbyist and they want to spend all of their free time studying dog behavior. My advice is if you want to have a successful dog training business, it also requires studying human psychology as well because as you know, 90 % of this business is training the owner, not training the dog.
Lianne Shinton
52:42
Yes, absolutely it is. And yeah, it's like a bait word for me as a dog trainer. Like when you mentioned like, well, if you like dog psychology, you might like human psychology, you might like this book. I'm like, I'm totally getting that book now. Like, you know, I'm just, it's just fascinating to me. It's interesting to me. I always want to learn about stuff like that. So, and I think that we could probably start a cult too, just as a side business, because you keep mentioning this and I'm like, I feel like maybe this is like an aha moment.
Adam G. Katz
52:55
Yeah. This could be your next business, Lee.
Lianne Shinton
53:13
Well, I could keep it organized with our CRM and everything, like make sure we capture all those leads, put them in nurture and give them a flower. So.
Adam G. Katz
53:19
I'm a free flower I got from the back of my house. The other thing that I like is that I'm a very value oriented individual. I don't want to spend a dollar and get $1 of value. I want to spend a dollar and get $3 worth of value back. And in all my, every aspect of my life I'm like that, right? Like I only buy previously owned vehicles, cars, because I feel like, you know, let somebody else take the depreciation hit, you know, and then I could still get 90 % of the car's life and I'm getting it at a 30 % discount or a 50 % discount or whatever. So I like the value play. And that's what all this stuff kind of is, is it's saying like, okay, if I'm gonna invest whatever it is, a thousand bucks a month in my business, 2 ,000, 3 ,000 bucks a month. off, like how can I increase the value of the dollars that I'm spending to get back more value for my money? And that's what studying human psychology, specifically marketing and advertising does for you. It allows you to get more value for your money. And I love that.
Lianne Shinton
54:27
Yeah, you're definitely a numbers guy. See, I'm not a numbers guy, but it's nice to have you as part of our team, you know, supporting our dog training through the free Facebook group, through using, you know, Google ads, Facebook ads, your website development. It's great because you can look at things from a different perspective than I, because I'm like not a numbers guy, but everything I hear from you is you're definitely a numbers guy. No? OK.
Adam G. Katz
54:52
I'm not a numbers guy though, I'm a psychology guy. I mean, the numbers, they're important, right? I mean, you need to know some basic numbers, otherwise, you know, the money's gonna go out and you're gonna be left broke. But I'm very much more of a, I guess, psychology guy than I am a, like there's guys out there. You're probably more of a numbers person than you are, or an organization person.
Lianne Shinton
54:58
Yeah.
Adam G. Katz
55:16
then you're letting on. I mean, in order to run the type of software and business that you do, I would imagine you're very, very organized with columns and follow -up series and all that kind of stuff. And that is super important as well. And that's not really my strong point. So I think that what you're offering, because it automates so much of this stuff for the average dog training business owner, is a real gift because if you had to do that kind of stuff, and I don't have the temperament to do that kind of stuff, like I can write a follow -up series, but in terms of setting up the technical part of how to put that into play, I wanna work with someone like you who could do that for me, and specifically a system that we can put in place that will automate that process, and that's a huge part of this whole thing too, because if all you're doing is just trying to bring in a new lead, but you're not, not working the lead consistently, you're leaving 90 % of your money on the table. Meaning, if I get a lead and I call that lead back once and they don't answer the phone and I hang up and then I go on to the next lead and I never follow up with that first lead, I'm leaving a ton of money on the table. And so with your program, with your system and your software, you're able to automate so much of that follow -up sequence so that... I'm not having to kind of like keep everything super organized myself and do a lot of, the follow -up can be automated through text and through email and stuff. And so it's, what you're offering is a huge part of the marketing puzzle that dog trainers can use to... to make more money and to help more dog owners and to really reach their goal and to make running a business much easier. I mean if I had this when I was, you know, when I had my in -person dog training businesses, it would have made my life so much easier and it would have made all the marketing stuff that I'm talking about so much more effective too because you've got, you know, a back end and you're organized and all of it. So I think it's, I think what you're doing is great. I think it's a necessary component to every dog trainer's business.
Lianne Shinton
57:31
Yeah, in the past, you know, I ran Google ads with you and they were fantastic. I was getting so many leads, but I wasn't answering my phone. And so eventually I ended up building out a CRM that could help with that. So yeah, lead follow up, cause you can't just pay for leads and they come in and then you're like not converting them because it could be, you need sales training too, but it could also be that those leads are basically just going in the garbage. So that's definitely important.
Adam G. Katz
57:50
Yeah.
Lianne Shinton
58:00
I wanted to ask more about the Dog Trainer Toolbox and like where people can get started. You know, maybe they already have a website or maybe they don't. Maybe they're interested in Facebook ads. Maybe talk a little bit about that.
Adam G. Katz
58:12
Sure. So if you go to dogtrainertoolbox .com, you'll notice that there's a number of different services as well as information products. So for example, if you're just getting into the business and you don't know how to sell yourself on the phone or you don't know how to run an in -person consultation, or maybe you do, but you just want to be better at it, we've got information products you can purchase and then download and go through those. And a lot of those have actual real -life recordings of clients calling dog trainers. can hear other dog trainers like what they're doing right and what they're doing wrong. So it's pretty cool stuff to kind of get you on the right path because if... Again, if you pay for leads but then the leads come in and you answer the phone, hello, or you don't know how to talk to clients, you're not going to make sales. So we've got the info products. We've also got a number of services, some of which I offer myself and others that I refer you to because they're people that I've worked with or my friends or clients have worked with them and said, hey, we've got a really good result. So for example, I'm not currently running Google Ads, but if you go to dogtrainertoolbox .com, you can click on the link. box that says Google Ads and I'll send you, you put your email in and I'll send you, I'll connect you to the guy that I do recommend who is running Google Ads and does a really good job. As far as where to get started, really I think the foundation for everything is your website because if you're running Google Ads, if you're running Facebook Ads, if you're doing... veterinary clinic networking, if you're doing cold walk -ups or if you're doing on the street side training and people are rolling down their window and you're giving them your business card, eventually they always end up on your website. So the better your website converts, the more money you're going to make, the more consultations you're going to book. It just makes everything else that you're doing work better. I get people who are like, well, can't I just like copy your demo site and I'll change it a little bit? I mean, in theory you could, but every single time that I've looked at the people who do that. They're really, they don't understand like the why behind why it works and they miss that when they try and copy it. And then also typically like the spacing's all wrong and just doesn't end up looking like a professional business website. So we've got that, we've got that offer, the Done For Your Dog Training Business website so that you get up and running from day one and everything on the website's already been A, B tested to get you the best response possible. And it's almost like having an unfair advantage. over a lot of the other dog training businesses in your market because if they spend a dollar to bring traffic and you spend a dollar to bring traffic to your website, your website is gonna be converting so much better than theirs is. So that's for starters. Google Ads is great. Google Ads, you're getting really high quality traffic. You're getting people who are actively looking for what it is that you have to sell, who are clicking on a link and coming to your website, and then hopefully your website persuades them. So Google Ads is great. The downside to Google Ads at this point in time is that literally every dog trainer is using it, and it's super expensive. So even back when I was running the Google Ads, you're paying an average of $2 to $6 per click, and I know in a lot of markets, It's now it's even more expensive than that. So you know you think about it like somebody clicks and that's like that could be dinner for you and your wife at Taco Bell, you know, that's which isn't cheap anymore either but right so, you know some markets like Las Vegas you could easily spend 12 to 14 bucks per click for the money keywords and those are the ones that you want right? Those are the ones that really move your needle. You don't want to advertise, you know for a keyword that's like a Filipina dog trainer who wears red tennis shoes and trains. at the Main Street Park because you're gonna get like, you know, one click a year and yeah, you're gonna get it for a nickel but it's probably not gonna convert. You wanna go after those money keywords, the ones that really, really move the needle. Like... dog trainer near me, dog obedience training near me, dog training, dog trainer, those types of keywords. And there's a lot of them, right, that you want to focus on. And so because they work so well, and it's basically an auction, you're bidding against all the other people who are bidding on those keywords too. And so it could become very, very expensive just to run the ads. And if you don't know what you're doing, you're going up against people who are professional ad managers who do know what they're doing. And so, for example, if you've been on the keyword dog training, right, Google has a high likelihood of showing your ad when somebody types in dog training book or dog training leash or whatever, right? And you're not selling a dog training book, you're selling dog training, you know. services, right? And so the professional ad manager, he knows how to run a negative keyword list and make it so that if somebody types in dog training book, your ad doesn't show and you're not wasting the four to six dollars per click on that, you know, having that ad show for that. So there's a real benefit in working with a professional. Same thing with Facebook ads. So what I like about Facebook ads is that click for click, you can buy clicks, you can buy leads for about 30 to 70 % less than you can with Google Ads. So for example, Google Ads in a certain market you might be spending six, eight dollars per click. In the same market, you might be spending anywhere from 40 to 70 cents per click. So it's significantly less expensive. That being said, people go to Facebook to look at kitty videos and to screw around with their friends and argue about politics. They're not going to actively look for what you have to sell. They're not going to Facebook for that and that's why you need to use the right... the right words in your advertisement to actually hook something. So it's kind of like a school of fish swimming by and you need to use your ad to hook those and pull those in. But you can pull those in for much cheaper than you can with Google. So on average with Google we're seeing a cost per lead of anywhere from $40 to $60. Again, depends on the market, depends on the... the keywords that you're targeting, but in general $40 to $60 per lead. With Facebook we're seeing an average of about $10 per lead. So it's significantly more affordable. And so there's a lot of opportunity there. Now that has to, what also has, you have to weigh is that the quality of the leads with Google is typically better. which, you know, again, but you're paying for that. So there's a little bit of a difference there per lead, but the leads are so much cheaper that you end up coming out ahead. And we have several clients now who've completely stopped running their Google ad campaigns. and are only running Facebook campaigns because it's working so well for them. Now, do I recommend that? No, I think that if you have the staff, if you can handle the volume of leads, do both. You know, as long as you're getting a good return on investment, you know, if you're spending a dollar and you're getting $3 back, or if you're spending a dollar and you're getting $10 back, keep doing that. Don't stop doing that, right? But what I am saying is that it's a really good idea to not have all your eggs in the Google basket and to at least test and diversify getting leads from different sources. And Facebook is one of those that I found right now is working really well. You know, next year it might be TikTok, it might be something else that comes up. It might be Twitter, who knows what. But for right now we're getting really good results with Facebook ads. So if you're interested in that, go to dogtrainertoolbox .com, click on the box that says Facebook ads, and you can test it for really pretty cheap. And the other thing is the way that I do it, which is different from a lot of other people, because I've been a dog trainer myself, I don't do any long -term contracts because I know that all marketing all advertising is always a test and so you can run it for a month very inexpensively compared to Google Ads And see if it works, right? And if it works it gets a good return on investment It typically continues to work month over month If it doesn't work you shut it off and then deploy the money elsewhere in testing something else So what you're doing is a business owners as a doctoring business owner. You're constantly collecting different things that that feed you leads right so that you're not dependent upon any one lead source because any one lead source can dry up you know typically over a period of months but can dry up at any time or maybe your ad account gets banned because Google just arbitrarily decides that you did something wrong even though you didn't that happens so it's really really a good idea to to not have all your eggs in one basket and diversify your lead inflow.
Lianne Shinton
1:07:23
Yeah, and as you say that, that you don't have the contract, you know, you can go month to month. I think for dog trainers out there, if you're doing well right now, everything's going good, you're very happy with the income you're making, it might be a good time to explore doing some Facebook ads so that if there is that ebb and flow that tends to happen in the dog trainer world, you can contact Adam and say, turn my Facebook ads on, I need them right now. or I wanna grow, I wanna have more staff, you know, I really wanna turn my receptionist wants to be a trainer, like I wanna double my training clients. So you'd be able to just turn those ads on and off kind of, I assume.
Adam G. Katz
1:08:04
Yeah, to some extent, I mean, you're always, what's gonna happen is you're gonna... If you work with someone like me, you don't have the month -in -month contract, but if you have a campaign that works, you probably want to continue to have it running even if you dial down the ad spend because you're paying to hold the territory. So, for example, I only take one client per market. I was thinking about not doing that for Facebook ads because in theory you can run several different clients in the same market and it shouldn't matter so much, but... I've A, B tested one specific set of ads that work really, really well. And so to bring on additional dog training clients, sorry, that came out funny, additional dog training clients in the same market. it becomes a little bit of a problem because it's like now I need two sets of ads that work equally well otherwise one is getting more of an advantage than the other client. So really what I've decided to do is just take on one client per market and so once you hire me for markets like a city typically or a territory like a part of a city if it's a mega city like a Dallas or Los Angeles maybe you get the part of the city that you can reliably service. reliably cover. and then somebody else can take the other part of the city. So for example, if you're in the South Bay and somebody else is in the North Bay, then that doesn't matter. But for medium to smaller size cities, typically you're gonna have one dog trainer per market. And so because of that, you're paying not only for the ads, but also the management fee goes towards locking up your territory. So once you have me or whoever you're working with that's good, you wanna hold onto them so that your competition doesn't end up using that person. And then, And when you're ready to turn it back on, you're like, hey, sorry, this guy's been paying me and I can't just turn him off because he's been paying me and go back to working with you. So if you find somebody, my advice is at least continue to run the campaign enough to cover the costs of keeping that person because there's a lot of people advertising now to the dog trading industry. And I see people coming in every week because what happens is these marketing gurus, they use dog training as a good example. They're like, here's an industry that's great for becoming an agency. And you see these guys that they go to a weekend seminar and then suddenly they're a dog training marketing professional, right? And they're offering their services for Google Ads and for SEO and for all this stuff. And they're learning on your dime. They really don't know what the hell they're doing, right? And so you get a lot of these people come in and typically those guys want to lock you into a long -term contract because there should be is it just takes some time for it to work and it really doesn't. I mean within 30 days you should pretty much know I mean sometimes there'll be a campaign that's kind of like it's kind of iffy it's kind of on the borderline let's maybe run it for an additional month and see how it does see if we can kind of get it together and dial it in to get it to work even better but for the most part like if it's just dead and you're not getting If you work with me, you're gonna get leads. The question is how many leads do you get and how much profit do you make from those leads? But generally speaking, you're gonna know by the end of the first 30 days, does it make sense to continue this or should I turn it off and deploy the money somewhere else? So if it works well, in my opinion, you should... keep that stuff in place and continue to use that ad manager even if it just means turning it down and you're paying to just kind of cover the cost of the campaign in order to hold that territory. Otherwise your competition is going to be using them.
Lianne Shinton
1:11:53
Yeah, that's pretty exciting that you can get results in 30 days. That's fantastic.
Adam G. Katz
1:12:00
Yeah, if it works, you start getting leads within the first couple of days. And sometimes there's some tweaking, but usually by the end of the first 30 days, you kind of know like, okay, does this work or does this not work? By the way, also, I've been finding success with two types of Facebook ad campaigns. One of them is called lead campaigns, where...
Lianne Shinton
1:12:06
Wow.
Adam G. Katz
1:12:22
Basically the person clicks on the ad and then there's a form that pops up and they enter their information or in some cases Facebook pre -populates their information which is kind of tricky but it pre -populates their information and then we have them enter, excuse me, we have them enter a couple of... personal details like what's your dog's name, that type of thing, just to make sure that they're awake and they're a real person, not a bot. And then they fill that out and then they press send and then Facebook basically sends you the lead, right? And so they never actually hit your website. So that's the first way that we run these campaigns. And then the second way that we run the campaigns is just a strict traffic campaign where they click on the ad on Facebook. and then it takes them to your website and then your website closes them. And I found that both work and both don't work. So typically what we'll do is we'll start out depending on the qualities of the different market and the individual dog trainer, whether or not they have a dog training website that converts traffic really well, like our Done For You dog training business website does, or not. So if they do have a good website, typically I'll start off by sending the traffic to their homepage. But other clients, maybe I try it with the lead ads first and if that doesn't work then we switch it over to the traffic campaign. So they both work and they both don't work depending on the market and the individual dog trainer.
Lianne Shinton
1:13:49
That's fantastic information. So we are almost getting to the hour here and there's one thing I wanted to ask you because you're funny and I remember you telling me this story once and I wanted to see if you could share like a funny story from your experience as a dog trainer, but I do have one that comes to mind. So I'm hoping it's that one that you're going to share, but if you've got another one, I'm totally excited to hear it.
Adam G. Katz
1:14:01
Funny looking. Huh? Okay, well give me a hand. I'm not sure which one you're...
Lianne Shinton
1:14:21
There was a Chihuahua in a park with a cup and a Dasani water.
Adam G. Katz
1:14:27
Yeah, yeah, yeah, I got it. So a very frou -frou woman shows up at the park. I was running one -on -one private dog training lessons from a local park in Los Angeles. And she shows up and she's got this little chihuahua or some little dog, I can't remember. And she shows up and she was like this classic stereotype of this. uppity white woman, I hate saying that but let's be honest, uppity white woman who's uptight and stuff and she's got her little goosey bag and she's got the dog's, I don't know, the dog had a little outfit on or some bullshit and she's got her Evian water bottle and she's got the little cup, you know, just in case the dog gets thirsty, you know, for our, during our one hour session, you know, if the dog gets thirsty or something she's got this and she's got the bag over her shoulder and the leash and and the husband in tow and the husband is completely disinterested. He's playing with his, I don't remember if he was playing with his phone or playing with something, right? Completely not paying attention, just yes dear, yes, no dear, yes dear, following us around. And so we're in the middle of the park and of course the dog defecates, right? And she like, and then she keeps walking and I'm like. You know, you need to clean that up. This is like my office. We don't want somebody stepping in it. And she gets so flustered and she's so nervous. I don't know why, because I don't think like I'm a super intimidating guy or something, but she gets so flustered and so nervous. She goes, and she says, well, I didn't bring a bag. And so like, I'm like, well, like. maybe use the cup like the water that you've got the Evian bottle water, the Evian water and the cup, dump the water out of the cup. And in my mind, I'm thinking dump the water out of the cup and use the cup as a shovel, right? To pick out the poop and then throw the cup away. So she says, yeah, good idea. So she dumps the water out of the cup and sets the water bottle down and reaches down with her bare hands and picks up the poop and proceeds to put it into the cup. And I react, right? Now, the husband's not paying attention at this point, right? Or maybe that's just normal for them. And I'm like, my God, that's, what are you doing? What are you doing? And she gets super defensive and she goes, what, what? I'm like, use the cup as a shovel, you idiot. Don't use your bare hands. That's disgusting. And so the husband who now doesn't want to seem like he's, Also an idiot says, honey, what are you doing, what are you doing? So then she redirects and gets defensive towards him and she says, what, what, what do you think is gonna happen once we have kids? You don't think there's gonna be like poop on the floor and you're gonna have to pick it up with your bare hands? And I was like, my God, I need to start a mail order company so I can get away from working with these kind of people. Gonna start something up with this new internet thing. Gonna make myself six million dollars. Never have to deal with dog owners again because these people, as you know, don't tell me you don't know, these people are fucking crazy because you're dealing with the general public just like you would in any retail business. You have some amazing, wonderful people, but you also have people that are just fucking nuts. And that's just the way that is. So that was one. I mean, really, I had so many colorful characters. I had a woman who, I didn't realize it at the time, but she was like one of the top porn stars. come and be like my client and apparently she had a crush on me and she took me out to dinner and I just thought it was like, hey, take a dog trainer out to dinner kind of thing. And then I come to find out she's like this porn star and stuff. She didn't look like it. Like, you know, she dressed down, you know, wore like the glasses and stuff and you know, and so I, you know, I was this innocent kid. So I had a guy that was like the captain of the Kings, the hockey team. and his like Jerry Maguire like agent and just all kinds of interesting people. I had one guy that had been like a professional pool player and gambler and he had some kind of condition and he had like large chunks of skin falling off his arms. And I had another couple, they came to me like on a Friday, paid for the program, young couple, good looking couple. being a little bit rough around the edges, but nothing abnormal. And they go home, they finish the lesson on Friday, they go home on Saturday night, or they go home after the lesson, and then on Saturday night, they get into an argument, he pulls out a gun, shoots her in the head, puts the gun in his mouth, swallows the bullet, kills himself. And then the weirdest thing is that the following Tuesday, The brother who was a truck driver, like a long haul truck driver who lived with them, calls me on the phone and wants to know if he can get the money back for the unused dog training lessons. And it wasn't that much, it was like 600 bucks maybe. And I was like, how far down the list does the dog trainer have to, your brother and his wife just killed themselves in your house. And how far down the list does the dog trainer have to be of money? And I just told him like, You know, you can use the credit and bring the dog in, but no, we don't offer refunds. And he was like, okay, well, I'm pretty good with dogs anyways, so I think I'll just train it myself. Thank you. And I was in such shock, I thought this must be some scam just to get their money back or something. But no, I called the Toronto Police Department, confirmed the whole story. It was as reported and just, just weird, weird stuff. So I had my limit around year seven. For me, that was like as much as I could take of dealing with the general public. Because I'm an extroverted introvert and I really don't like people so much unless, not like you obviously, but like the general public, I don't like being around the general public. Pretty happy just being in my little cave here and doing what I do best. So to those of you who love working with people, I salute you. My hat's off to you. You're doing the Lord's work.
Lianne Shinton
1:20:53
Yeah. I think you have a bit more of a wild ride than some of the rest of us. I gotta say though that the Sony poop cup story, I've kinda like told a few people that as if it's my own because it's so funny. Like how you recoiled in disgust when she like scooped it up and put it in the cup. That's what we do.
Adam G. Katz
1:21:16
Yeah, and then the husband like, keyed off me, right? Like the husband probably would have just ignored it and was like, yeah, she's doing crazy shit like this all the time. But like when he realized that I was like recoiling in horror, he wanted to be kind of like on my side of the issue, not on hers, which big mistake to those of you who are married, big mistake, always side with your wife. But.
Lianne Shinton
1:21:23
shit. I can't. Yeah. Yeah. Hahaha! Yeah, that one's fantastic. Yeah. Awesome.
Adam G. Katz
1:21:41
Yeah, so, anyways, hopefully this has been helpful and like I said, anybody who's interested in growing their dog training business, check out dogtrainingtoolbox .com and definitely follow up with Lianne if you haven't already because I think her programs, her software, her offer is really a winner in helping you really manage and grow your dog training business as well.
Lianne Shinton
1:22:04
And what's that free group again? The Doc Trainer in Marketing.
Adam G. Katz
1:22:07
If you go to Facebook, it's the Dog Trainer Marketing Group. You'll see a picture of me with the Dutch Shepherd. And all you gotta do is click join. It'll ask you a couple of questions to make sure you're not a bot. And it's free and it's a super resource because we've got some members that are doing well over a million dollars. Some of them are doing two million dollars a year. And it's just awesome to be able to, especially if you're new, to get in there and get answers from.
Lianne Shinton
1:22:21
It is.
Adam G. Katz
1:22:33
not only myself but other people who are currently doing it with their dog training business. So super resource and the best part it's free. Also if you haven't yet check out Katz on Marketing, K -A -T -Z, Katz on Marketing on YouTube, that's my YouTube channel. I've got over 300 videos at this point on the art and science of starting and growing a dog training business. And again you can watch it in your living room, it's completely free. And it's, if I do say so myself, it's a wealth of information.
Lianne Shinton
1:22:39
Yeah, just the other. Yeah, absolutely. And just the other day, like you're very interactive on that Facebook group. And I love like, I think it was Mike Joseph posted something about like how to deal with the objection of like, I got to talk to my husband and you, I think you made a video like to help. And that's the thing. You're not just like using chat GPT to respond to us and try to help us. You're getting out there and helping us with real words and you know, real responses and video responses as well. So that's really appreciated. Yeah.
Adam G. Katz
1:23:28
I'm the best, yeah.
Lianne Shinton
1:23:30
Well, thanks everybody for watching. I'm again, Lianne Shinton, the host and owner of Pet Biz Experts CRM. And thank you, Adam, so much from the Dog Trainer Toolbox. Awesome.
Adam G. Katz
1:23:39
My pleasure. Thanks, guys.

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