The Human Side of The Leash

with Katie Stritzel

April 30, 2026

53 min

Automation Dogs Podcast

About this episode

In this episode of Lianne Shinton’s Automation Dogs Podcast, I sit down with Katie Stritzel, a psychologist who specializes in human behavior, communication, and consultation work. We focus on the human side of the leash…the person behind the dog…and how much of a role communication and connection play in successful dog training outcomes.

Katie shares practical strategies dog trainers can use to build stronger rapport in consultations, including how to mirror behavior in a natural way, how to create connection more quickly, and how to adjust your communication so clients feel more understood and supported.

"The secret to working with adults (and why it matters in dog training too) — it all starts with questions, connection, and calmness."

— Katie Stritzel

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Full conversation

Transcript

Lianne Shinton (00:00)

Yeah.

All right, all right. Welcome everybody. I'm Leanne Shinden from Automation Dogs. Welcome to my podcast and thank you for joining me today. I am interviewing Katie Stritzel. Hi, Katie.

Katie (00:14)

Hi.

Lianne Shinton (00:15)

So Katie is a psychologist, an LEP, a licensed educational psychologist, right? Okay, could you share a little bit more about who you are and what you do?

Katie (00:22)

Yes.

Okay, so my name is Katie Stritzel. I am a licensed educational psychologist. I started off as a school psychologist and I've been working in the school districts for over 10 years. And then a few years ago, I got a license called a licensed educational psychologist. The acronym for it is LEP. And it's something very specific to the state of California, but it's a license in which you can practice privately to provide counseling, consultation, support.

and evaluations and provide diagnosis and things like that outside of the school setting. So I started to practice about a year and a half ago outside of the school setting and I've been running that for a little over a year.

Lianne Shinton (01:16)

Awesome, and I definitely know you and I know you're one smart cookie and ⁓ we have helped you find a dog and train a dog. And my podcast is for dog trainers for the most part. And I wanted to talk to you today because you deal with and help parents and we as dog trainers deal with and help pet parents.

And I figure there's a lot of correlation there. There's a lot of things that we probably experienced that you experienced as well, trying to help them navigate things with their kiddo. So that's kind of what I wanted to dive into today is helping dog trainers to better help the adult side of the human side of the leash, the adult side for you.

Katie (01:50)

Bye.

and I'm going to be talking the on And I'm be talking about the of on our community. And I'm be talking about impact

COVID-19 on And I'm going to be talking impact on our

Lianne Shinton (02:12)

And I know that you have a lot of experience in consultations.

So I would love to get some feedback on all of that, because this is what you learned in school, right?

Katie (02:24)

Yes.

Lianne Shinton (02:25)

Can you tell me a little bit about like a consultation and what that means? Just so we know if we're speaking the same language.

Katie (02:34)

Yeah, so when I refer to consultation, it is about working with adults that are in a child's life. So in the school setting, I consult with teachers and staff members on how to support students with typically students who have special needs of some sort. ⁓ And that can be anywhere from lower functioning students with maybe more severe autism to students that are really high functioning.

incredibly smart students who have ADHD and struggle with attention in class or their impulsivity out on the playground and things like that. So I work from a behavioral standpoint, many other things, but when I'm doing consultation with teachers or staff or parents, I refer to that as consultation and that's just me basically coaching.

the adults in a child's life of how to support this student and how to respond in a way that can be supportive to them and help them.

Lianne Shinton (03:28)

Hmm, kind of sounds a little similar to what we do, but you went to university for this. You really specialized in consultation coaching, right?

Katie (03:30)

Thank

Right, so part of my training, ⁓ I went to university for four years and I got my undergraduate in psychology and then I went to graduate school for three years to get my ⁓ educational psychology degree so I can work in schools with children and help them to be successful behaviorally and academically. ⁓ So the majority of my job is consulting with people on how to support kids from an educational and

and behavioral standpoint to support them to be successful in school.

Lianne Shinton (04:18)

And you're not just consulting with just the parent, the teacher. There's a lot of different variables there, more so than we may have to deal with with a dog and the pet parent, for example.

Katie (04:20)

you

you

Right, so ⁓ there's many different strategies that I learned in my graduate program. One of my classes I spent an entire semester just on consultation skills and how to work with adults, which in my experience is probably one of the harder parts of my job is working with the adults in children's lives and not as much of working with the kids.

Lianne Shinton (04:48)

Hmm.

Katie (04:59)

Just because adults have learned things over the years and sometimes those behaviors can be harder to break than it is for a student who is just learning that if I hit somebody I get something I want. You know, their brains are a bit more malleable, which is, we know that. I'm sure it's the same and I know it's the same for like a puppy for example. So a puppy, it's...

probably easier to work with a puppy sometimes than it is a full grown dog. ⁓ Doesn't mean you can't work with them because our brains are amazing and we call it neuroplasticity. So we can always learn new things and create new neurons that fire together. So the saying is neurons that fire together, wired together. you know, human beings are amazing because we can learn new things throughout our entire lives. So it's not impossible. ⁓

So one of my jobs is to really help the adults in learning new skills on how to work with students with possible disabilities.

Lianne Shinton (06:08)

And I think for me, when I got into being a dog trainer at the age of 17, I was getting into it because dogs were cool and I love dogs. And then later I realized, my gosh, there's this people aspect to it. And it really is impactful to hear you say, I took a whole semester on this. This is a curriculum. They teach us how to teach the adults. ⁓

Did that surprise you too when you, I assume you went into this thinking you were gonna be helping children, but you had to learn about the adults?

Katie (06:42)

Yes, I didn't. really thought like consultation for an entire semester, like an entire class, like I mean that's like four and a half, five months sometimes. That's a lot of studying, a lot of reading, an entire class on something like that is pretty intense. And I thought, I mean, that sounds like something, know, 10 strategies, here you go, here's how you consult with adults. But no, there was like a lot more to it in learning.

so many different skills.

Yeah, so like one skill in particular that I took a lot from that program in that class was, and it's a psychology skill too, is really trying to listen to what the problem is and having, you know, somebody share what the concern is. So when I initially go into a consultation, most of the time it's the teacher coming to me or it's the parent coming to me like, hey, these are all of the things that are going on and we're really concerned.

Can I help my student and da da da da. So the very beginnings of consultation is there's a lot of questions on my part to help me understand what the concern is specifically. So for example, if a teacher comes to me and they say, I'm really concerned about Johnny, he keeps calling out in class, he's not completing his work and he's getting in fights on the playground, know, those types of things.

I ask a lot of questions regarding, what does that look like? What does that sound like? Are there any settings in which you see more of those behaviors versus less of those behaviors? And a lot of consultation is really asking questions to help the person who is going through that situation understand better of what's going on. So if he's shouting out,

For example, the student, I ask them, do you know when they're shouting out more? Is it during math? Is it during reading? And they'll share, ⁓ I don't know. And I'm like, well, maybe we can take some data on that, because sometimes that's important in knowing. And so I'll have them just for five minutes tally how many times the student shouted out during that five-minute math lesson and the same during a reading lesson. And if it's pretty similar, then we can say, OK, during

my instruction, my direct instruction, that's when I see the most calling out. And usually they take snapshots of data throughout the day and then they can kind of see when that is. And we call that the antecedent of a behavior. So what's happening before a behavior? And then what is the behavior itself? So if we know that it's usually during a math lesson and I'm doing a whole class lesson, then that's the antecedent. The behavior's calling out and the consequence, what's happening after that?

So consequence isn't always like, I sent them to the corner or they had to go take a break outside or something like this. ⁓ More of sending to the corners like at home, you know, or something. But what happens afterwards? Consequence isn't always that. It's usually just whatever happens right after a behavior. So sometimes that whatever happens afterwards is reinforcing. So for example, some students want attention.

Lianne Shinton (10:03)

Mmm.

Katie (10:05)

So they're calling out because they're trying to get attention. Well, every time the student calls out, the teacher says, you can't call out, I need you to raise your hand first. Well, the student just gained what they were wanting, which was attention. ⁓ But the teacher doesn't know that, right? They just see that the student is calling out and those types of things.

Lianne Shinton (10:16)

attention.

Katie (10:27)

So sometimes my questions, the teachers don't always have the answers to, or the parents don't always have the answer to, and sometimes we go back and we start to take some data, and then they can really understand where this behavior's coming from and what's reinforcing the behavior. So a lot of my consultation begins with a lot of questions, and there's times at which...

the staff member or the parent is really overwhelmed and they're not in a space to really hear what I have to say. So I have a lot of knowledge in my brain and I know dog trainers have tons of access to so many different resources and strategies and things like that. And part of my job and being a psychologist is really reading a person and seeing where they're at. If a person is coming to me and they're really overwhelmed and

struggling, they're sort of like you have to gauge there's a time and a place in which to share a strategy. And sometimes they're not in the space to really hear what you have to say. One of the bigger components as well to consultation is rapport and getting that getting to know the people that you're going to work with. like, that was one of the

biggest components of that class is you need to get to know your teachers, you need to get to know your parents, and you need to build a connection with them because if you build a connection with them they're more likely to listen to what you have to say and they'll feel more comfortable with you. Their walls are going to come down and then they're more likely to do the things that you're recommending. So a lot of it is rapport building.

Lianne Shinton (12:07)

Hmm.

That is very powerful stuff. So questions and rapport building questions. I mean, I love that. And I know there's a lot of dog trainers where their processes here are all my programs, go ahead and sign up. But that triage part is so critical to build rapport, to build trust and the questions. It sounds like they really help the adults.

have a new perspective, ⁓ to see things that they hadn't even seen just by answering these questions. I love it.

Katie (12:52)

Yeah, and it also gets the buy-in of the person. It also helps with their stress level. You know, there's lots of research amongst different strategies to support somebody and to do psychology with someone. you know, when you enter into therapy and they're like, well, what is the best type of therapy? And a lot of research shows having somebody just talk about the problem or the issue.

That in and of itself is a powerful component and can help a lot of people with bringing down their stress level. And a lot of it working with adults is I find, you know, I'll go and observe in a classroom or I'll observe an interaction between a parent and a child. And a lot of it is coming from the adult, the anxiety or the prompting, which is causing a behavior or something like that. So,

Lianne Shinton (13:24)

Hmm.

Katie (13:48)

Really most of the behaviors are, there's a big adult component to it and they don't realize it, they don't recognize it. And so part of my job of going in and observing a student and observing an interaction, I can see it because I have the training, but then it's really, you have to be very careful in how you share it because you don't want to just completely burn that bridge and you know.

You don't want to tell people like you're doing this and this and this wrong. Like, I don't want to hear that as a person. And I don't, I want to be very mindful of how I share that information. And so maybe I see 10 things that we can do differently and maybe a little bit better for this student. might, depending on where that adult is at that moment, I might share one strategy or maybe I might not share any strategies at that time. I'm like, hmm.

Lianne Shinton (14:19)

Hmm.

Katie (14:43)

let me think about that and let me figure out some other strategies and I can come back to the table on this and let me see if I can do some research. Even though in my mind I already have a list of 10 strategies, but I know that that person isn't ready to hear any of my strategies. So I'll say, let me research that and that'll give them time to kind of process as well. And then when we do come back to the table, another strategy that I learned is

Lianne Shinton (15:06)

Wow.

Katie (15:12)

What have you used in the past? ⁓ And that has worked. when I was younger in the field, I've been doing this for over 10 years now, but when I was younger in the field, a lot of staff used to be like, I've got shoes older than you. I've been a teacher for so much longer than you and all these things. And what can you tell me? What strategy can you give me? those types of things. I'm sure you've had clients that you work with dogs that.

the clients are much older and they know way more and they've lived more life. So I respect that they have so much experience and part of the consultation is really asking those questions and then they remember, ⁓ I had a student just like this 15 years ago and we put them on a behavior contract and they started doing so much better or

Lianne Shinton (15:40)

Hmm.

Katie (16:06)

⁓ I had to use visuals in the classroom and a visual schedule and we had to use a lot of what we call priming, which is preparing the student in advance if there was a change or what's going to happen during the day and those types of things. So sometimes my consultation is really just listening and then they start to come up with all the strategies. And I kind of, you know, will guide the conversation if they're in a space where they can hear it. If they're not, then I usually

swoop into whatever idea they have. So if they say they really have a great idea of like we used a behavior contract, I know that that's an evidence-based strategy, then I'll swoop in and I'll be like, I'll create the behavior contract for me for you, what can I do to support? Like what do you want it to look like? And then ⁓ we work together and that's part of the consultation and collaboration.

Lianne Shinton (16:41)

Mmm.

Wow. A lot to unpack there. There was one thing I wanted to kind of have you expand on, and that was where you mentioned that the adult is part of the behavior that the child has. And we see that with dogs, obviously, as you know, having a cattle dog, things feed down the leash. Like if they see, there's a dump truck coming or another dog coming and they start to tense up.

Katie (17:15)

you

you

Lianne Shinton (17:28)

and they don't

even realize that they're triggering the behavior. ⁓ That's just me explaining it as a dog trainer, but maybe could you elaborate there like some tips that adults could do if they're triggering these behaviors for the kids or if they're inadvertently reinforcing things, like how can they break those habits, I guess would be my best question there.

Katie (17:45)

you ⁓

Right, so.

For example, one of the biggest components of behavior when I'm working with parents, for example.

the parents will, you know, quote unquote trigger a child in a certain behavior sometimes. And it's because of the way they reacted to the behavior. So one of the fact, one of the biggest factors is we as adults have to work on our own anxiety, our own tenseness, and we have to remain as calm, cool, and collected during, let's say a tantrum. So like,

If you have a young child and you have kids as a parent, your child has had a tantrum at one point or another. ⁓ It's really important when you're working with a child, and I'm assuming a dog is the same, you have to keep your cool. And if you are feeling triggered by the tantrum, then one of my biggest recommendations to families is you need to go and take a break yourself.

and then come back to it when you can feel calm. And a lot of the times it's because of like self-care. So parents are tired, for example, they're exhausted, they come home at the end of the day, the child is also tired and exhausted. So you have to hold space for understanding that it's not just you that's tired. They might be having a tantrum, they might be hungry, they might be tired from their day. And when...

you know, their brother took the toy from them and they're having a meltdown over it. If you start yelling at them, why are you crying? And they tend to cry more, it can make the tantrum even worse. So one of my strategies in working with families is you gotta come in calm and we call it co-regulation. So if I'm calm about something and I'm trying to help my child, they will emulate the same

behavior. So if they see that I'm calm, they will start to copy me. And there's lots of studies around this, especially with like the polyvagal nerve. And ⁓ we as a species are very group based. And if we're all in a calm state, then and I think that's the same for dogs, right? Because they like they're in a pack kind of thing. So the adult is the leader and

really the adult has to be the one that keeps their cool and the student will follow along. If the adult is losing their cool and yelling or getting tense or anxious, the child is going to follow whatever the adult does typically.

Lianne Shinton (20:44)

Excellent, excellent. ⁓ Wow. I wanted to go back to questions. When you have someone reach out to you and they need a consultation, they need help. Do you have them fill out a big form with the questions preemptively or do you ask questions during the consultation so that you can see reactions maybe and dive deeper like or

Bit of both.

Katie (21:18)

So like for my online system, is like if they want to, they want a free consultation, for example, to work with me. ⁓

The online system is very basic. It's sort of just like, what's your name, your child's name, your child's age, and then like a brief description of how can I help kind of thing. ⁓ It just gives me a snapshot idea of what I'm kind of going into. And then the consultation, really the meeting itself is when I will look closer at

I'll ask the questions and I'll get to know more of what's going on. ⁓ I don't have like a ton of stuff online because it's... I feel that a lot of what I work with, it's easier to explain verbally than it is to type it all out.

Lianne Shinton (22:13)

Yeah. And the reason I ask is because I see some businesses, ⁓ dog trainers specifically, they'll have like an intake form before they even have that like one-on-one. And I never have really done that. I like to just like you get the gist of their name, their information so we can be in contact, schedule the appointment. And then I want to take that deeper dive and ask all those questions.

Katie (22:34)

you

Lianne Shinton (22:41)

and go through them together. feel like that's such an important part to help build trust, rapport, like you mentioned, help me learn if I'm gonna be the right fit for them. Yeah, so anything you can share on asking more questions, I mean, you're triaging the situation. And that's the piece that I think some dog trainers just...

Katie (22:45)

you

you

you

Right.

Lianne Shinton (23:07)

you know, we may not think about like, I just ask all my questions on a form and there's maybe a disconnect. I would never go into the doctor's office and fill out a form and then walk into the room. Here's your prescription. Like there would be questions.

Katie (23:22)

Right. I think it's important too to be aware of like there's some people that can complete online forms much more easily than others. ⁓ Many people have disabilities and when I say disabilities I don't mean that you can't function in life but for example my dad has significant dyslexia. He is a business owner though has done amazing in his life.

Lianne Shinton (23:33)

Hmm.

Katie (23:51)

you know, and he's an entrepreneur and he's made lots of money and is, you know, doing fine in life. But for him to fill out an online form, that's really hard for him, for example. And similar to somebody with perhaps ADHD or high functioning autism or things like that, it can be harder for them to express themselves. ⁓ And so I think, you know,

just because of what I do for a living. I think it's always important to take into consideration that you don't want things to be too hard to get to you. You really want it to be as easy to access the person and then when you do meet with someone, you're able to see if you can connect on the level that you're wanting to and if they can help you in the way that you're looking for. Because it really is like, it is a, you know, at least when I'm working with

When I'm working in a school, I have to try to connect with everyone. And that's one of the parts of my consultation classes. You have to be approachable. So if you're not approachable, then people aren't going to really want to work with you. And that was a big component of that class is you need to be kind. You need to smile. You need to...

Lianne Shinton (25:00)

Yeah.

Katie (25:07)

be welcoming as a person and so that way they'll want to work with you and then they're going to want to ask you questions and then they're going to help students because the idea behind it is and I'm sure for dog trainers your whole idea is you want to help people with their dogs and I just want to help kids be successful in school and the way that we're going to be able to do that is to make connections with people who are working with the kids and if you don't have that underlying connection then they're going to be closed off and they're less likely to

implement the strategies that you're trying to get them to implement.

Lianne Shinton (25:42)

And you've mentioned the word strategies a few times. I was wondering if you could share maybe some of the most common strategies you implement to help you work with the adults or just share a way on strategies that you think could help dog trainers with coaching the human end of the leash.

Katie (26:05)

Yeah, so one strategy I learned from a professor in graduate school

was, especially when working with parents, which is similar to the parent of a dog versus the parent of a child, is you want to copy the body language of the person you are working with. So one of my professors told me that if a parent is sitting there like this in their chair, you don't always have to have the same exact body language, but you might sit back in your chair and kind of go like this.

matching the body language of the person, there's some psychology behind it where it can help that person feel more comfortable. So if they're going like this, you also go like this. If they cross their leg over their other leg, you also cross your leg over your other leg. ⁓ Cause you're matching their energy and in a way you're connecting in a series of like types of body language. So that's one small thing that a professor taught me that I do.

at work all the time. I'm not sure exactly if it works all the time, but it's something that I just do in my practice now. So, emulating the person you're working with to do similar body language. ⁓

Lianne Shinton (27:26)

love that. It is kind of fun. you, you know, you could just go out in the world or stay home and with family and just see what happens.

Katie (27:36)

I know, I know. And you

in your mind, you know what you're doing, but they don't know what you're doing.

Lianne Shinton (27:40)

Yeah!

I'm

gonna try it, because it's like A-B testing. Like, let's see what happens if I start doing that. Okay, okay. So the goal in that is to, they feel more comfortable and relatable and just make a better connection with you, yeah.

Katie (27:48)

exactly.

Yeah.

more connected. Because if you

think about it, you know, if you come in and, ⁓ you know, like, for example, I'm working with a teacher and they just had a really long day and they're kind of leaning in their chair and they're like, yeah, this kid did this and this kid did this and they're sort of leaning. And I come in and I'm like, you know, listening to everything you have to tell me, it can, we're not matching the same energy level. You know what I mean?

Lianne Shinton (28:22)

Yeah.

Yeah.

Katie (28:30)

And

it can be intense and it can kind of put people off. So I'm assuming that's kind of where that strategy came from. Another strategy that I've used is repeating back what they tell you. Like not word for word, but when people feel heard as anybody, and this is a basic psychology skill, ⁓ whenever I'm doing therapy, for example, or consultation, ⁓

Lianne Shinton (28:42)

Mmm.

Katie (28:58)

If someone feels heard, then they're more likely to listen to what you have to say. And also, it feels good to be heard, you know? So if a teacher says, yeah, today Johnny called out 25 times, and it was so overwhelming, and I'm feeling really stressed because all the other students aren't really getting the instruction they need, and you know, things like that, then I would say, I hear you telling me that Johnny called out a lot today, and that was really overwhelming for you, and you're just feeling like the rest of the kids aren't getting what they need.

repeating things back to someone. One, it's good for them to hear what they just said so that they can process it in a different way. And then two, it also helps them feel connected to you because it makes them feel heard.

Lianne Shinton (29:43)

Would you frame that with a question at the end? Like, did I get that right?

Katie (29:50)

Sometimes, just sort of depends, like I kind of gauge it in the conversation. It depends on the conversation. If I'm doing counseling, for example, I might say that at the very end of saying that, am I understanding you correctly? And when you said this and this and this and this, and then they'd be like, yeah.

Lianne Shinton (29:52)

Okay.

And then any, do you have one more amazing strategy that you could share with us? Cause these are great, like golden nuggets that you're dropping for these dog trainers right now.

Katie (30:25)

Bye.

I think another strategy is to also find commonalities between the two of you. So I know I mentioned earlier that it's important to make a connection with someone. So I used to have this professor, for example, and he would just kind of shoot the breeze all the time. And I was always like,

We have work to do, there's all these things that we have to get done, and you are just talking away about a baseball game and what is going on right now? Like, there's so many other things we need to get done. But it's actually really important to make that connection with someone. If you share a little bit about yourself or you hear them say something like about

Lianne Shinton (30:59)

You

Katie (31:21)

something that they might like, like, yeah, we went camping last weekend or something like that. That's a little nugget of information that it's important to take when you're trying to maybe make a sale, for example, of, they like camping. Where can I and my and my Rolodex of information in my brain? I like camping too. I went camping up in Big Pine.

You can ask them more questions. you went camping. Where did you go camping? I went camping in, you know, I don't know, Utah or something. ⁓ I went camping in Utah one time or whatever. These conversations, although they seem sort of meaningless, are actually really, really important because forming those connections with people are going to make them more comfortable with you.

So when I used to think my professor just keeps talking about baseball with another student in my class and I felt like this isn't important and not valuable for our time, it actually was because that student was then more invested in the class and they studied more and they did a lot better in the class. so, and the same goes for teachers. When I work with a teacher, one of my biggest strategies is like, how many times have you connected with this student?

⁓ And most of the time a student doesn't behave in class because they don't feel connected to the teacher or the classroom setting. So a strategy that I have them use is the two by ten strategy where for ten days, for two minutes, for ten days, it's only two minutes, you talk about whatever that student wants to talk

Lianne Shinton (33:04)

Wow.

Katie (33:05)

And when

they talk about what they want to talk about and then you repeat back to what they said and they feel heard and they feel connected to you, they're less likely to engage in behaviors in your classroom. the connection is important.

Lianne Shinton (33:15)

Wow.

Yeah,

these are, this is just great stuff. So I wanted to ask a question and see if it's the right move or not. So when I'm talking to someone about their dog and I'm asking about like the barking and they're starting to get like all of those emotional hot buttons are getting pressed and they're starting to go into like that reliving like, he dragged me down and I hurt my knee and I was so embarrassed and he got away from me and like they're, you know, not happy.

Katie (33:30)

you

Lianne Shinton (33:47)

I generally will also during that time ask, what do you really love about your dog?

Katie (33:48)

you

Lianne Shinton (33:54)

So that way I'm thinking I can get them back to, I still love them and I still want to buy training because this is my dog, my dog that's gonna be with me for 10, 15 years. And I wanna make sure that we touch on like, well, he's good with my kids and he's so, I just love watching TV and just petting him and he's so soft.

Katie (34:01)

you

Lianne Shinton (34:17)

plays ball in the backyard and he's cute. I

Katie (34:19)

you

Lianne Shinton (34:19)

want them to tap into that because it helps me get them out of that. ⁓ he's driving me crazy. I just want to get rid of him and then start to be appreciative of that. Like I want to put money into his training to have that lifelong like bond and dog. Is that a good strategy trying to ask what do you love about him?

Katie (34:23)

you

you

Yes, I think that's a great strategy. In fact, I use it with parents and teachers all the time. ⁓ Because it is usually when they come to me, just like when you're going to a dog trainer, there's all these problems or things that you're really struggling with, which is why you're trying to reach out for support.

And so it is easy to go down sort of that negative trail of information. And I'm actually working with a client and a student right now, or a child right now, and a parent. And the conversation has been fairly negative about the child. Still, there's some positive components. And then I'll ask more questions. Oh, so they're really athletic. Tell me more about that. And so when they do share a positive...

then I'll kind of plug and I'll ask more questions in the positive direction, which is a very similar strategy to what you're using. And I love that of like, tell me something you really love about your dog, because you're getting all these good feelings and you're making that connection with them. And then that's a big component of consultation is, you know, make them feel good.

and feel comfortable with you to trust your dog or with me to trust your child and how to help them to be successful. So, it's important.

Lianne Shinton (36:08)

Awesome. Now I want to ask a of a question that I experience a lot when I'm not a lot, but like as a, I guess, a woman dog trainer, sometimes I'll have mom and dad judging each other. Dad's like, you know, in the chair with his arms crossed and telling mom how she's doing not a very good job. And I'm all like, you're next dude.

Katie (36:31)

you

Lianne Shinton (36:38)

And it could be vice versa.

Katie (36:39)

you

Lianne Shinton (36:41)

But do you ever see that where they get maybe competitive or they come down on each other as a family, they're not unified?

Katie (36:52)

Yes.

That is something, and I think I kind of touched on it earlier, is this co-regulation component of like if a child's having a tantrum, then we need to be the regulated one and help them to calm down. ⁓ Another component to working with children, for example, which I'm assuming is similar to dogs, is we need to not only keep our cool, but we want to model the behavior we're trying to teach.

You know, kids are obviously different than dogs and kids are, you know, we have smarter brains, if you will, and we can learn and things like that in a different way. Dogs can learn too, but I mean, ⁓ most children learn from the adults in their lives. So if they see that ⁓ the adult made a mistake and they get really angry about it, the child is going to do the same thing. I made a mistake and now I'm going to get really mad about it.

It's important for the adult to take a minute and be like, ugh, I made a mistake. I'm feeling frustrated. I need to go take a break. It's important to model behavior like that for children. ⁓ Now, I know you can't really model that for a dog, and they might not understand that cognitively ⁓ like a child, but ⁓ modeling the behavior we want is one of the bigger components in working with children.

So, but I think it's a lot of energy probably based with dogs and things like that. So if the dog is sensing this negative energy of one person putting the other person down, that can probably feed into the dog and then cause behaviors as well, which could also make that person nervous, which is then feeding into the dog and causing behavioral issues as well, right? So if we're undercutting each other, then that makes us uncomfortable.

Lianne Shinton (38:42)

Hmm.

Katie (38:51)

and then that's gonna maybe not be the most helpful. I don't know exactly how you would fix the two adults having that kerfuffle in terms of like a dog, but what I do is I model the behavior that I wanna see even in counseling. So I'll play a game in front of the parent and we'll play game with the parent and the child and we'll play Uno and I'll be using a lot of positive with the child.

Good job, you skipped me, my gosh, but that was such a good play. And I'll be sort of very animated, because I'm working with younger children usually, but if it's a teenager, I'm not as animated. But I model the behavior, I want the parent to see the behavior, and hopefully then they also do it, where they're more positive with their child, and creating more positive memories with them.

Lianne Shinton (39:38)

Hmm.

Do you ever see parents that are jealous ⁓ and the child causes conflict between mom and dad? Because we see that obviously with dogs. And do you help there? Do you have any strategies to help with that?

Katie (39:55)

you

If there's jealousy going on

For example, it's usually like the child favors mom and then the dad feels sort of left out. I don't know how it is in the dog world exactly, but that's typically what it is. Yeah. There you go. So usually there's like a preference for not usually. mean, sometimes there's a preference for one parent over the other. And it's not that the

Lianne Shinton (40:23)

It's exactly like that. Flirty loves mom.

Katie (40:41)

It's not that the child loves the mom more, the dad more, or whoever the child has more of a preference for. Sometimes there's a dynamic there where they're not feeling as connected to that parent. most of the time my recommendation for that is find ways to connect with your child, whether that's go play a board game together, go on a walk together, go take a drive together, go on a trip together, those types of things.

Try to create those positive memories and take some moments, know, because your kids aren't going to be your kids forever, if you will. Like, they're going to grow up and they're not going to be around as much, so try to really enjoy those moments. And so I would assume it's similar with dogs. you know, if the dog is favoring one parent, maybe then the other parent that's not favored needs to spend more quality time with and doing fun things.

fetch more and play the tug-of-war game they really love and you know those types of things and and that would be what I would recommend to a parent who's not feeling as connected to the child is take the moments and that's what I do in counseling if a parent's not feeling connected I'll be like come to the next counseling session let's work on that and most the time we play a game together and I modeled the positive talk and the positive and the creating that fun moment and they get to see that they're like this is fun

playing a game with my child and those types of things.

Lianne Shinton (42:07)

Awesome. Now, one thing that I've experienced and I would guess that you have too is when you kind of feel bad for maybe the dog is in the wrong family, you know, and it's just, it's kind of burns us out. We feel sad for the situation that's going on. Maybe the dog is just too much dog for the little old lady. You know, I'm sure you see that where it's a kid and they're just not

being treated great. I'm wondering about burnout on our end as the coach that has to experience all this stress of running a business and seeing some people with a dog that they're not compatible with and just having to go home and drink a bottle of wine or have a nap. ⁓

Katie (42:46)

you

Bottle.

I mean one of the biggest components of being a mental health professional and this is like something that I had to learn quite a bit and it is very hard to do and I think it's based on your personality as well. I feel like some people are very good about separating like their work life and their personal life and it doesn't sort of bleed over. I admire those people. I wish I was one of those people. I am not one of those people. I very much love what I do and I work with children and I'm

Lianne Shinton (43:24)

you

Katie (43:34)

always thinking about the students I work with and all the different things that I can do to support them and I have a hard time sleeping at night and da da da da. So one of the biggest components as well for that is care for the caregivers, what we call it. Is you really have to take care of yourself. So I don't encourage drinking, it's not a healthy coping strategy, but do I say that I don't drink a glass of wine myself when I'm feeling really over?

Lianne Shinton (43:54)

Hehehehehe

Katie (44:00)

I do sometimes partake, but I also need to partake in the ones that are more healthy, which is taking a walk or a bubble bath or talking to a friend or, you know, connecting with someone who might be older than you or a little bit more wiser about a situation or a family member that just, you know, hey, I need to talk to somebody. Can you lend an ear to me? Or sometimes it's just having some quiet time to yourself.

Whatever it is that you do for self-care, if you are going to do a job where you're helping other people through a difficult moment, like if they're really struggling with their dog and that's a really stressful component of that family's life, that can be hard on anybody that's around. We call it vicarious trauma, if you will. And so in order to avoid the symptoms of vicarious trauma is you really have to take care of yourself. So like...

Go get your nails done and go get some wine with some friends or go on that girls trip or go camping. Whatever it is that works for you. There's lots of studies that support being out in nature even just 10 to 15 minutes a day is really helpful for mental health. ⁓ So just go outside.

Lianne Shinton (45:17)

Yeah.

Katie (45:23)

for 10 minutes and they also say if you just sit in a park for 10 minutes a day, that in and of itself is a very helpful strategy. ⁓ Which is nice, which is why dogs are usually such a great component for people is because it makes you go outside more. And your dog can help you because you connect to another living thing and know those types of things, spending time with your dog.

Lianne Shinton (45:42)

Yeah.

Katie (45:51)

whatever it is that you're self-care and the things that you like to do that fill your cup, because you can't pour from an empty cup, if you will. So if you're feeling really drained and down, if you go into a dog training session, for example, you're not going to be in a positive space because your cup is running really empty. So you need to do what fills your cup. And then you can pour into others and fill their cup.

Lianne Shinton (46:04)

Hmm.

Katie (46:18)

metaphor makes sense but I it does.

Lianne Shinton (46:19)

Yeah, does.

does. mean, burnout, it definitely is part of probably any business owner, anybody in life could experience it. And I think having strategies there to instead of just accepting it and being negative, I try not to be very negative. So I don't want to dwell on that. And I'm going to do the things that are going to help me to get through this because I will get through it.

Katie (46:24)

you

you

Yeah.

Lianne Shinton (46:48)

Instead of just, I'm burned out. I'm going to shut my business down or something like that.

Katie (46:53)

Yeah, and then yeah, so taking a beat, going on a walk, thinking about it, taking a few days, whatever it is, and giving yourself grace. And looking at the cup half full, you know. You could also, there's studies that support journaling. ⁓ You should just write your thoughts down every day. ⁓ Gratitude is a huge component too of mental health. ⁓

Lianne Shinton (47:14)

Mm.

Katie (47:23)

You know, I'm a Girl Scout leader as well. And so we did this whole lesson on gratitude and ⁓ gratitude journaling was something that came up and I was like, I love this strategy. And it's something that I work on with my students where you just in a journal write three things that you're really grateful for every single day. That's a very simple strategy, but can build positive mental health every single day. So it seems like something so small, but even something so small can be so powerful. ⁓

and look at the good things that you did do, not just the things that you didn't get to.

Lianne Shinton (47:57)

Can you say that again, that homework of the writing three things?

Katie (48:03)

Yeah, just write three things in a journal of what you're grateful for each day.

Lianne Shinton (48:09)

Wow, yeah, that sounds interesting. And then you can look back through that journal, right?

Katie (48:18)

Yep, you can look back through it and having, really the idea is having moments to look at what you have every day is good for your mental health. Instead of, didn't get to this and I didn't get to that and I didn't get to that. That's typical for our human brain, because we are always trying to strive to be better. That's just part of how we are. Like human nature is we're always trying to improve and be better. And so it's easy for us to get down on ourselves because I didn't get to that phone call and I didn't get to that.

Lianne Shinton (48:33)

Hmm.

Katie (48:47)

and I didn't get to this and I didn't get to that and you know we didn't do this and we should have done that. It's very easy for our brains to do that because ⁓ that's one of the amazing things about the human brain is that we can grow and get better but sometimes we get stuck in the negative and then it can kind of pull us down so you really want to combat that with the positive and so the gratitude journaling is something you

Lianne Shinton (49:12)

I am gonna start doing that. got it. So three things that I'm grateful for, did you say? Or that I'm.

Katie (49:20)

Yes, and

it can be simple. I'm grateful for, you know, my dog. I'm grateful for the place I live in and I'm grateful for having my health. You know, it doesn't have to be anything super, but try to come up with different things each day. I'm grateful that I had this great conversation with you today.

Lianne Shinton (49:32)

that's a good one, yeah.

That's what I was thinking. I'm grateful for flirty. That's always going to be every page that I write. ⁓

Katie (49:42)

you

every page. I'm great

about that, Hody.

Lianne Shinton (49:54)

Is there anything else that you wanted to talk about or share today? Because I feel like I have to have you on my podcast again, and we have to go deeper on consultations. think it'd be good to stay on track with consultations and communicating and connecting with the adults, the human side of the leash on our end. there anything on those two that you would like to share more?

Katie (50:23)

think that's it for today. Yeah, I have to get to Maddie's baseball game.

Lianne Shinton (50:30)

Oh, fun, fun. Okay, well,

we need to talk later about another topic that we can dive deeper into because I was just amazed and I'm always amazed just talking to you. You're so smart. So thank you so much for sharing today, Katie. I hope that this podcast helps you. I thank you for coming into our doc training world. And yeah, if...

I don't know, do you want to share where people can find you if they have questions about their kiddos?

Katie (51:04)

Yeah, so I mean if anybody in the state of California is looking for support in helping your child or I also support adults with possible difficulties or disabilities. ⁓ I usually support adults when it comes to educationally related things. So if they're trying to go back to school but they had a really hard time passing certain classes and they need accommodations or things like that I do assessments for that.

so that we can get accommodations in college. But I also work with adults in terms of executive functioning skills and things like that. But my niche is very much children, and so I work a lot with children of all ages. The ones that I specialize in are ages three to 22, and I support them in both social-emotional, academic, and accessing.

general education curriculum in ways that they can and just helping them to be successful in schools and in life. ⁓ So that's a lot of it. You can find me on my website which is katestritzel.com so that's easy and I'm also on psychology today so you can just type my name into that and you can contact me through that as well.

Lianne Shinton (52:20)

Awesome, well thank you so much for sharing today. I hope to have you on again. I have so many more questions and things we can talk about and thank you everybody for listening as well. Again, it's Katie Stritzel from katestritzel.com. Thank you, Katie.

Katie (52:33)

All right, thank you so much for having me. I appreciate it.

Lianne Shinton (52:36)

Yeah, and ⁓ I'm gonna just, okay, you're 100 % uploaded, so you're good. I just wanted to make sure it was uploaded. So, all right, thank you, thank you.

Katie (52:45)

Okay. Thank you, Leigh Ann.

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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