Building a Dog Training Business That Supports Your Life... Not Consumes It with

Crystal McClaran

June 5, 2026

55 min

Automation Dogs Podcast

About this episode

In this episode of the Automation Dogs Podcast, I sit down with Crystal McClaran of Bo Nose....a 33x WORLD CHAMPION dog trainer, dock diving competitor, breeder, and rescue advocate who has built a career most trainers only dream about.

We dive into what it really looks like to build a sustainable career in the dog training industry...one that allows you to compete at a world level, develop high-drive sport dogs, run a breeding program, and still actually enjoy your life.

"Dogs only do behaviors that you allow or you shape or teach."

— Crystal McClaran

Let’s Build Your Growth Plan

Automation Dogs isn’t just software — it’s a sales growth system backed by strategy, coaching, and support.

On your free Strategy Call, we’ll:

  • Pinpoint where your leads are slipping through the cracks

  • Show you how to fix your follow-up and close more clients

  • Map out a simple, proven plan to grow your business

Every dog training business is different — this call ensures the strategy fits your business, not a generic template.

If it’s a fit, we’ll show you exactly how we’d implement this for you.

If not, you’ll still leave with clarity on what’s holding your sales back.

Full conversation

Transcript

Lianne Shinton (02:21)

Welcome everybody. Welcome to my podcast. I'm Lianne Shinton from Automation Dogs and I commonly interview folks to help other dog trainers. And today I have the pleasure of interviewing a longtime friend, dog sport competitors and dog trainer, Crystal McClare. I'm going to start again. I am like tongue-tied.

Okay, thank goodness for editing and we're not live. All right, take 99.

Crystal (02:55)

Right?

Lianne Shinton (03:01)

Welcome everybody. So I'm Lianne Shinton from Automation Dogs. Welcome to my podcast and we commonly speak with folks who can help other dog trainers like ourselves. And today I have the pleasure of interviewing Crystal McLaren from Bow Nose Dog Training and welcome Crystal.

Crystal (03:21)

Hello, I'm happy to be here.

Lianne Shinton (03:24)

I'm happy that you're here. I've been trying to get you on forever.

Crystal (03:28)

I don't know.

Lianne Shinton (03:30)

I've known Crystal for a very long time. We've competed together. I've been out to her place in Cape Coral, Florida. Just, yeah, competed all over the US with you. But there was something I wanted to jump right into. You got flown out by, I think, dock dogs out to Italy to help train their dock diving team. So like, at what point did you realize that

your life is just completely ridiculous in the best possible way because that is amazing.

Crystal (04:04)

It was super amazing and it was actually ⁓ Vail who owns Doc Dogs Italy. ⁓ She actually flew me out and let me bring a friend who's really good with translation and just taking videos and stuff. ⁓ Tim Lake, which many people know him. And yeah, it was such a blessing and a compliment. ⁓ you know, Vail and I have become great friends since then. She has amazing...

⁓ facility, her students are amazing. ⁓ They are very serious there about any kind of training. They take you seriously, they listen, they follow directions. It was really, really nice.

Lianne Shinton (04:45)

That's cool. So what can you share about maybe the different dogs that were like, was there more of certain breeds? Were the dogs better behaved?

Crystal (04:48)

Yeah, it was.

So, the big difference I think in their dogs and ours is ⁓ her facility is kind of like in a suburb of Rome. So it's a pretty congested area. The dogs don't like ever get to run, I don't think, except for on the dock. They don't maybe in a small backyard. So ⁓ it was really unique situation just teaching the dogs how to run.

you know, down the dock. are not the best behaved dogs, no. But socially, they put our dogs to shame. So obedience-wise, not as much, but socially, ⁓ it's such a different environment over in Europe that I was shocked at how many dogs can just be together, get along. You you always have your exceptions. ⁓ There were a lot of labs, a lot of turves. ⁓

We had some mixes, just some random mixes. I was shocked at how many labs. I had no idea how big labs are over there. And some really, and their labs are huge, like really big. ⁓ Athletic, very nice dogs. ⁓ Yeah, so that was really interesting to me. They had some Collies, Collie mixes, Pure Breadboarder Collies. ⁓

Lianne Shinton (06:14)

Interesting.

Crystal (06:27)

There were a couple little Italian dogs that I don't even honestly know how to say the name, but they're like a medium-sized dog, really cute game little dogs. But yeah, a lot of labs.

Lianne Shinton (06:41)

That's interesting. the ⁓ last, I don't know if it's the last time I saw you, but I was in Florida and you took me to, is it your aunt's restaurant, The Lobster Lady, which was delicious. So.

Crystal (06:43)

Yeah.

Yes lobster lady! It's so good everybody

who comes here like that's a staple.

Lianne Shinton (06:59)

I know you like good food. What was something from Italy that you were surprised by or you loved food-wise?

Crystal (07:10)

So hopefully Vail doesn't watch this. I did not like the food in Italy at all. I'll be honest, I didn't like it. And they have a problem with ice. They do not have enough ice for me. ⁓ Being a Florida girl, I want ice in my drinks, all of them. ⁓ But the one food that I really did enjoy was the focaccia. Like the focaccia, I mean, it's pretty much all I eat. But ⁓ the focaccia, it's like a...

Lianne Shinton (07:16)

Really?

Bye!

I don't know what that is.

Crystal (07:41)

almost it's they use it for just regular appetizers and then they make pizza out of it but it's a light very airy light thick crust super soft that the focaccia's they do like some parmesan on it that was fantastic the rest of the food it was not my favorite I hate to say it but their pasta is al dente

Lianne Shinton (07:48)

⁓ I know what you mean.

Sounds good.

Wow.

Yeah.

Crystal (08:08)

So the pasta's like real chewy. ⁓ The first thing I did when I got home is went to Carrabba's, if that tells you anything.

Lianne Shinton (08:17)

my, we're so American.

Crystal (08:19)

Yes.

I know I'm so American. So American.

Lianne Shinton (08:26)

Now, I wanted to ask how did you find dock diving? is there a story there?

Crystal (08:27)

Yeah, so before ⁓ I moved back to Florida, I was running really big horse farms in South Carolina for 10 years. Towards the end of my career doing that, started horses professionally when I was 15, but I moved to South Carolina out of college, got offered a really good job there. ⁓ Horses are very political. My back was done and I was already running my dog rescue and already doing dog training.

through my dog rescue. So I made the decision just to transfer all the way to dogs and give up horses. ⁓ So when I moved back, I still obviously had that competitive spirit and I kept driving several times by the dock where Vicki used to have it. And my boyfriend at the time had a lab and we took the lab, said I gotta try this with Moonshine, took the lab.

And Bo, I think was a year old and he had just started swimming. So I didn't even think about him, honestly. It was all about the lab, took the lab and Vicki saw Bo, this tall hound dog in the truck and said, well, what about that one? And I said, well, I don't know, we can try. She's like, does he swim? I said, yeah, he swims. He goes to the beach. well the beach is different, you know. So took Bo up there and I think she had a jolly ball for her lab. And I just.

took him back to like 20 feet and threw the toy, the Jolly Ball, and he jumped like 20 feet. And Vicki's like, wow, do that again. ⁓ So quickly, Bo became the objective. The lab was good, but the lab, you know, he was like a lawn garver. He didn't have any natural abilities, just loved the water. So very quickly we saw Bo's talents and I became addicted to dock diving.

Lianne Shinton (10:25)

Mmm.

Wow. Well, and that's a special story for all of us in Doc Dogs because we have known him. I'm getting choked up. But yeah, he, yeah, he was an incredible dog. And it was amazing to be able to compete and be at his level with my little Malinois boy. And yeah, what, what an honor. Yeah.

Crystal (10:46)

The Bobo.

Rex who was the best.

Lianne Shinton (11:03)

Okay, we gotta talk about something else.

Crystal (11:03)

Rex was amazing and. Okay,

okay.

Lianne Shinton (11:08)

but maybe

share a little bit for folks that don't know your dock diving history, like some of the big accomplishments that you have because there's just so many.

Crystal (11:22)

there is ⁓ quite a few years in dedication and I think from my horse world I have an eye for a nice dog. ⁓ you know with real quick back to Bo but right before I lost my horse, he was 23 when he passed I kind of lost my passion along with you know other issues with the horses and I went into a feed store and Bo

Lianne Shinton (11:31)

Hmm.

Crystal (11:51)

was sitting there in a pen with the animal shelter and I ran my own dog rescue. I did not need a dog, right? And for some reason, like I had to have this puppy and my friend at the time said, what are you gonna do with the hound dog? And I said, I don't know, I'll find something for him to do. So next thing you knew, I adopted Bo. He was like seven weeks old. We moved to Florida and

you know, we already talked about how we started and I think it was, ⁓ WISP was our first really big event. We had gone to a couple of club events and one other national event and we qualified to go to WISP and it was regionals back when they did regionals. And I saw Dave Skoletsky and Jaeger do EV and at this time Bo only did big air. And I left that event and I think Jaeger had grabbed eight two or eight four at the event. And I said, Vicki, we are teaching.

Bo Extreme Vertical. She looked at me, she said, oh, I don't know if he'll do that. I said, oh, he'll do it. So, Wisp was at the end of the summer and Bo debuted in Extreme Vertical. I want to say in the fall, maybe January, no, because December, he set a world record. So it was in the fall.

Lianne Shinton (12:53)

You

Crystal (13:17)

He did it and then we went and competed against Dave and Jaeger at the Orlando Yucanubo event when they used to have it. And it was ⁓ Bo's first national event doing vertical and he ⁓ set the world record, the indoor world record. And then he later broke the outdoor record too. So then Bo went on, he took me on, know, what a ride he took me on and I never took it for granted and rode it the whole way.

Lianne Shinton (13:25)

Mm-hmm.

Crystal (13:46)

He won Iron Dog four years in a row, Extreme Vertical, he won it two or three times. Dueling Dogs, he won two or three times. He set, I think, 21 world records in his career between Dueling and Iron Dog and Vertical. So he was just, you know, and it's crazy how the, he was a game changer and then it's crazy how the...

sport evolves so now some of my dogs that can't even win the world championships have better iron dog scores than Bo did which is mind-blowing. It's wild how it has evolved but he'll still be the goat forever.

Lianne Shinton (14:26)

Yeah, it is.

It has, it has.

Yes,

and your other dogs, your other dogs are also so amazing. Rosilla and other dogs that you've bred as well. So sweet, Falcor. So yeah, just just.

Crystal (14:38)

It was such a.

Yes.

Alcoria, but

after Bo I still kept I mean most with Bo most my team was still all rescues. Yeah, I don't know if you remember. Yeah, yeah, I set the big she was a rescue. I set the Big Air World record with her at Worlds that it was 30 feet 3 inches. And then kind of when I lost Bo, I decided to really do my breeding program because he passed away of degenerative mynopathy and.

I never wanted to go through that again and I still wanted nice dogs. So I, you know, that's where, and at the same time we lost ⁓ Jazz to a spinal, genetic spinal disease, who was one of my rescues that Chuck and Rebecca Grove had. And that's kind of when I decided I'm going to do this and I'm going to do it right. And these are preventable things and I don't want anybody to have to ever go through what I went through with losing Bo. So that's how my breeding program started.

Lianne Shinton (15:47)

I did not know that. And that is just such an amazing, like that you were open. You saw that you had that vision because that's hard work being a breeder. I mean, you just, you know, I don't have to tell you. Yeah, that's a lot. And you've produced such amazing dogs. And I saw that you had an announcement today, I think. And I love the names that you're always coming up with. Meet the Fokkers.

Crystal (16:00)

It is so rewarding.

Try to be creative, meet the Fokkers. Getting Sonic collected in Ohio and getting it shipped to Kansas. Jen, Olivia and I basically were like, this is like some crazy stuff. And I was like, that's it, they're gonna be the Fokkers.

Lianne Shinton (16:18)

Yeah, yeah.

That's so exciting.

Crystal (16:41)

So that's we came up with the theme because I

was like, this is a debacle. So that's how the theme became Meet the Fockers because I was like, this is such a debacle. Like with the vets in Ohio, like they wouldn't ship to Dr. Law, who's like one of the top reproduction vets in the country. They wanted to ship to Zoetis. We didn't have time for that. It was just a cluster Focker, cluster Fockery.

Lianne Shinton (17:02)

to bark.

But that is so exciting. ⁓ Brett is always saying like, what amazing dogs you breed. ⁓ Just we love the names. It's amazing what you've been doing. And that is just really interesting that, you know, that I don't want to go through this pain anymore of these genetic issues that the dogs are having. And you've solved that for you. And you've also solved that for other people who get your puppies.

Crystal (17:19)

Thank you.

No.

Lianne Shinton (17:35)

I love that.

Crystal (17:36)

And yes, and that's really the most rewarding part for me. You know, like at Banna, ⁓ so many of my MC family, the people that have had my puppies were there. I think there was probably 20 of them. And we cooked out every night. You know, we're just a big family and we all support each other. We all help each other. Really cool part. And you know how big of an event Banna was, but ⁓ the top nine iron dogs were all MC dogs.

And it's things like that that just make me happy for everybody.

Lianne Shinton (18:12)

Yeah, it's your family. MC is that from McLaren or what is MC? Okay, that makes sense. That makes sense. Now you mentioned earlier when you saw Bo. Yeah, it flows well. Now you mentioned earlier when you saw Bo as a little baby puppy and you just thought there's something special about him. So I know you know puppies, you know dogs.

Crystal (18:15)

Yeah.

McLaren, yeah, McLaren. MC's McLaren, yeah.

It had a better rhyme than.

Lianne Shinton (18:42)

and you know world level dogs, athletic dogs. So when you look at a puppy, what signs make you think this one might be special?

Crystal (18:56)

⁓ For me personally, I like the more stoic puppies and then you'll see sometimes I keep two out of a litter. Usually it's because the one is the one I wanted to keep and the other one is the one I'm afraid to send somebody else. So I usually keep the stoic really chill like you know lots of drive but Bo was very stoic he was very serious.

I've always been a firm believer that having a malinois rescue for so long and having so many malinois in my hands on them, you don't need a crazy dog to have drive. And people get confused with that a lot. They think that a dog acting spastic and crazy means that it's going to be higher drive and work better, and that's completely false. ⁓ So I like more of a serious dog that's really, you're like, this one's going to do its job well.

And then usually there's one that's a little sassy or a little, you know, cuckoo that settles in a little later that I want to keep my hands on. you know, I'll keep that one as well. A lot of times ⁓ sometimes I end up placing it down the road once I let it level out and put a good foundation on it. ⁓ But for me, you know, when they're little, you can't, it's not like you can look at them and go, ⁓ wow, that one jumped off the box. It's going to be an eight foot vertical dog. You know what I mean? Like you just.

There's no way of knowing, but so you have to look for traits that you like personally. And I think from, started my dog rescue in 2002, a long time ago. So I've adopted out hundreds and hundreds of dogs. So I've become really good at picking a dog and placing it with the appropriate family. That's kind of my favorite part too about breeding is finding that dog that matches their needs. ⁓ So, but it's.

Lianne Shinton (20:48)

Yeah.

Crystal (20:50)

You know, some people want the more energetic one. Some people, you know, they have a dominant male or female. So you have to look at that aspect ⁓ and really just match them with the lifestyle. But personally, I like the crazy one. And then I like the stoic one.

Lianne Shinton (21:06)

That is interesting, very interesting.

Crystal (21:07)

And I think really it's

what you put in is what you're gonna get out of it.

Lianne Shinton (21:15)

Now, when some...

Crystal (21:15)

I've gotten lucky,

I would say that.

Lianne Shinton (21:19)

You've gotten lucky a lot of times though, so you've got to have something there. That's for sure.

Crystal (21:27)

I don't know.

I don't know what it is. I think, mean, honestly, I think, ⁓ you know, back to my horses, I trained at a very young age, ⁓ American saddle breads, very big money, very, very big, you know, farm. the people that hone, HoneyBake Tam were my clients. So we're talking horses that start, like your lesson horses started at 20,000. So from a very young age, I got, I worked with some of the best trainers in the world.

Lianne Shinton (21:46)

wow. Yum.

Crystal (21:57)

and developed a really good eye. You know, and that's not something you can learn. You know, it's not, it is something, it's not something you just have. You have to learn it. have to live it. Just like dogs to be, you know, a true dog person, dog man or dog woman. You have to live, breathe, eat it for many, many years to actually understand how to handle every situation and what to do in situations to give proper care. It's, know, so was blessed in the horse world that that gave me a really good start.

in the dog world to be able to have a good eye and pick out nice dogs.

Lianne Shinton (22:30)

That was well said. You've got to eat, sleep. You've got to really live it. You mentioned high drive dogs. What's one of the biggest mistakes people make with high drive dogs?

Crystal (22:35)

Mm-hmm.

what don't they make, right? ⁓ I really think, are we talking in pet world or are we talking in dog sport world?

Lianne Shinton (23:03)

I would say both, gosh, both now that you mentioned pet dogs, but I was thinking sport dog world.

Crystal (23:10)

Okay, so for sports, like the most thing that I see ⁓ is they, everybody wants results and they want them now, right? So with a dog, especially a really high drive dog, you're not gonna kill its drive by putting on some good obedience, by putting on structure. ⁓ You know, I'm not saying you have to drill obedience by any means, I do not do that. I did not have time to do that. But you know, when I have a really high drive puppy, it's really important.

to put a foundation on them, proper foundation, make sure they understand the foundation. ⁓ You know, baby steps, building blocks before you start trying to get it to tracks or start trying to do vertical. mean, there's things like just properly teaching them how to stand. You would never guess how many people come to me for lessons. They want their dog to do better in EV, but their dog's just sitting there barking, slobbering.

and it doesn't even know how to stand with its head up. So how do you expect this dog to stride right and be able to grab a vertical bumper with its legs crooked, leaning forward, it's gonna unload on its front end, its back end's gonna fall apart, like you're not gonna be successful that way. So you really, really have to put the proper foundation. ⁓ Obviously you have to give them the proper exercise, ⁓ but don't let the...

high drive, you know, I hear it all the time with people who have labs, malinois my dog can't do that, it's too crazy. Dogs only do behaviors that you allow or you shape or teach. It's not complicated. So I think people need to take more, give their dog more credit of what they can do and what they can't. It's what you want to do or don't want to do.

Lianne Shinton (24:53)

I... I...

And your answer is like you.

Crystal (25:04)

And for pet

dogs.

Lianne Shinton (25:07)

go ahead for pet dogs, yes.

Crystal (25:08)

Pet dogs,

high drive? Don't get them, just don't get them.

Lianne Shinton (25:12)

Yeah, yeah, I wish.

Crystal (25:14)

That's what I say

to my clients, just don't, you don't have time for this. Just don't do it. Now there's, you know, obviously you get dogs that are just happy and I mean, even some of the doodles are, ⁓ I wouldn't say high drive, but they're crazy, know, hyper. So it's really important. You know, they take them to burn that energy, do obedience, you know, play frisbee with them, swim them. lot of people in Florida have pools in their house. So that's really nice. know a ton of my clients swim their dogs.

But a true high drive dog, cattle dog, is malinois, is a working German shepherd. You know, don't get it. Just don't get it unless you're, you know.

Lianne Shinton (25:51)

Yeah, good advice, good advice.

Yeah. When you, ⁓ it's like we were, you know, we share the same brain because when you said, you know, it's okay for them to, to be calm and to be control, controlled. I remember with Rex, I was just dabbling in fly ball with him and just the start, just holding him at the start and then letting him go when it was the perfect time and just really working that muscle of be calm and explode. And that was.

Crystal (26:14)

Mm-hmm.

Right,

Lianne Shinton (26:26)

something that we

Crystal (26:26)

yeah.

Lianne Shinton (26:27)

got to practice that start again and again in fly ball. So then when we transferred of course to dock diving, I'm like, this is kind of cool for speed retrieve. It's the same thing, but it helped.

Crystal (26:32)

Yep.

Yes, yeah, because he's gonna

just go from zero to a thousand.

Lianne Shinton (26:42)

Yes, and now it's over.

Crystal (26:44)

But Rex

was that way. He was so stoic and he stood so nicely. He let you lean him back, you know, and that's what you want. You don't, it's supposed to be an enjoyable, yes, it's a competition, but it has to be enjoyable, right? And I see so many people out there that they get off the dock, they're mad at their dog. Like if that's you, you're doing it wrong. You know, it should not be that way.

Lianne Shinton (26:49)

Yes.

It's interesting that you,

yeah, when you say that, so flirty, who's my perfect angel, who I love, I actually don't like her. Yeah, but when she's doing dock diving, I don't like her. I don't like her at all. And that's where I'm like, Brett, you can jump flirt in dock diving. I don't like her to see her like that. Yeah, she's just, she's a pain in the butt. And there was a

Crystal (27:17)

The process.

I don't like her.

Right, because we get so animated.

Lianne Shinton (27:36)

a period of time where we were competing in Mondial Ring aiming for that world level, trying to get on the US team. And I pulled her from Doc Docs because I'm like, I don't want to see her like this when we're trying to accomplish this.

Crystal (27:42)

I remember, remember.

Right.

Yes, exactly, exactly. And of course you're gonna have, you're always gonna have those dogs ⁓ that are gonna be more animated up on the dock. There's nothing wrong with that. I'm not saying that's bad, but when you have a dog that's continuously dragging you up the stairs, down the stairs, won't sit, stay, grabbing the bumper out of your hand, like just totally unruly, that's not fun. Like I don't find that fun. Like teach that before you,

Lianne Shinton (28:15)

Agreed. Yep.

Crystal (28:18)

ever teach it to track before you ever teach anything. Teach your doc obedience.

it'll save you because then you get like you know the unfortunately the people from NAD who have this I don't even know what to call it but they all kind of if you ever watch the videos and I'm not talking crap about NAD I have no problem with it but you've watched the videos they all mimic each other right they all hold their dogs they're all barking they're all leaning forward the handler's at the end banging the toy on the dock

And then they just limited themselves that they can only go to that event. Because they go to a dog dog's event, they have nothing. they have no obedience or it's a soft dog. You put it in a sit-stay and its world crumbles, right? Because it's never seen it. It's a new picture that it doesn't understand. So it's just really important to be versatile. I could take my dogs wherever. It doesn't matter. Or is it going to look the same?

Lianne Shinton (28:59)

Yes.

Yeah, that's a very

good point. I like what you said too about the high drive dogs and the pet side of things. So let's talk a little bit about just dog training stuff, not doc dogs. What separates great dog trainers from average ones?

Crystal (29:41)

Can you, you're cut out just a little bit.

Lianne Shinton (29:44)

⁓ what separates great dog trainers from average ones?

Crystal (29:53)

you know, we're gonna go back to live, breathe, eat it, right? You have to physically have your hands on enough dogs and you have to have some natural ability, okay? You can't just go to school in a month not saying that's wrong, but have a dog trainer license. You still gotta put 10, 15 years in my book to be a...

real dog trainer, you know, and I think it's just experience. I think it's flexibility, knowing what works for one dog, what doesn't work for another. You know, with pet training, you've done enough of it that you might get a dog in that works for food. You might get a dog in that absolutely doesn't work for food. You might get a dog, I mean, you get every walk of life of dog.

every different breed. So you just have to be flexible, be balanced. What works for one doesn't work for the other. ⁓ And communication with the clients. I run a very small but big business and I pick my clients. They pick me, I pick them. If I'm not comfortable, if I meet someone and we have an evaluation and I know our relationship isn't going to work well together.

I'm very honest with them. I'm polite, but I'm like, we're not going to, you know, this is not going to be a good relationship. We're not going to work well together. And I refer them to somebody who I think they would work great to. it's knowing that, knowing your limitations, knowing where, you know, what I think the, the moment you start taking dogs because you want the money, you're going to, it's a failure. You've got to take the dogs you're comfortable with. used to specialize in only

you know, aggression, like true aggression. Reactivity, I do now, but I used to specialize in true aggression. And now that I'm in my forties, I know my limitations. I'm not comfortable. It's not worth, you know, my, like, I don't feel as stable with my back anymore. ⁓ and I'm not going to do as good of a job as I used to be able to when I was younger. So I just, I refer those to somebody else. So you really have to be honest with yourself, honest with your client and honest with the dogs and, ⁓

and put the time in and I think you'll be successful.

Lianne Shinton (32:23)

Are you good at work-life balance?

Crystal (32:28)

Yes, I work to play. I am, I love, I work to play.

Lianne Shinton (32:30)

It seems like you are. Okay.

Yeah, to see you travel to events and have a dog training business and you're traveling to Italy and hitting these different events, that's hard to do ⁓ when you're wearing all those hats.

Crystal (32:51)

It is

hard to do. It is. But I also...

And I'm not saying everybody should do this, please don't. Do better than me. But I live.

Like by the seat, you know, like I just have always, lost my dad when I was 15 unexpectedly. And my mom, frustrated my mom so bad always. And she gets it now. Now she's like me all of a sudden, now that she's older, she's like, I'm going to be more like you. Um, but it's, you don't know what tomorrow is going to bring. I could be dead tomorrow and I'm going to really regret it if I just spent my whole time building an empire. And what does it matter when you're dead? Right. So.

Lianne Shinton (33:11)

You do.

Crystal (33:37)

Could my business be bigger and better? Probably. Do I want it to be new? Because then that limits me more. So I try to do enough and keep it exactly how I want it and to give me the flexibility. Always have my ⁓ staff trained to do all aspects so that they can all pitch in ⁓ when I'm gone. I usually, like this last event, I had to fly a girl in from ⁓ up north just to come watch the house.

Does that mean I'm loaded? No, it means I make enough money to do what I want and then you come home work your butt off for three four weeks or maybe five months or four months and you know, so I'm not the best business model, but I Think I have a good life and I love it and that's my choice. I don't have kids I don't have a husband so if I die tomorrow all my dogs have places to go and who cares right? I don't care if my empire crashes. I

I love my job, but I also love to do things with my dogs. And I think it's really important. You have to have a balance. You can't just work, work, work, work, work. I think I do best when I'm here for like six, seven weeks and I'm gone for a week or two. I come back, I feel refreshed, rebooted. And I think it's really important for people to do that.

Lianne Shinton (35:01)

and you live by the ocean. So are you able to take mini breaks and just chill out because the ocean is so relaxing.

Crystal (35:12)

It is, but ⁓ my relaxing place is my, I don't, we didn't go to my parents' house when you're here, did we? Next time. But my parents have a beautiful house and it's an old Florida house, nothing glamorous. They've just done it really well and it's on a direct access canal. So when you're at their house, just, you can see down this canal and then it tees and see, you know, every which way. There's really nice houses, beautiful landscaping, palm trees, coconut palms.

Lianne Shinton (35:21)

No.

Crystal (35:43)

They have a gorgeous pool back there. it's just, that is heaven for me. ⁓ I love the beach, but that is like my solitude. Just sit there. Dad makes you some drinks, cooks you some ribs or whatever we're eating. And you just sit out there and it's so relaxing. You can watch the sunset. That's, you know, here locally, that's kind of my happy place.

Lianne Shinton (36:08)

have trouble just relaxing. I'm like, I would need to be on the beach, but maybe that environment I could relax, but I always get a little, I'm bored. I'm bored.

Crystal (36:08)

But the beach is great.

You could, you would.

Yeah. Well, I mean, let's be honest, I'm there for like two hours. And then I'm like, all right, relaxation over. Now back to home to let dogs out.

Lianne Shinton (36:23)

Yeah.

Yes, that's the life.

Crystal (36:30)

That's all I

do, all day, every day.

Lianne Shinton (36:32)

Yep.

Now, you mentioned having boundaries with certain clients that might not be the right fit for you. You might not be the right fit for them. Could you elaborate a little bit more on maybe some of those pieces or what you might say if you don't wanna take on that client?

Crystal (36:55)

So you've known me well enough. Some people know me watching. Some people don't. I am very direct person. ⁓ That's just who I am. I really have a hard time sugarcoating things. I've gotten much better with age. I'm brutally honest. ⁓ And it's for the love of the dog. It's not because I'm being mean or rude. And I'm not rude, but I am very direct. So you get those clients that they come in.

They know everything, they're talking over you. And you can just tell, like there's no way they're gonna listen. There's no way they're gonna do the homework. And they're the people that I'm gonna put a lot of work into this dog, they're gonna go home, do nothing, and then throw it back on me. And you don't want that. That's just bad business for everybody. So.

Generally, just, I'm polite and just say, you know, thanks so much for coming in. I don't think that ⁓ you, never say the dog. I just say, don't think that you're the best fit for my facility. I would love to refer you to some other people that I think you would work really well with in a story. You know, and usually they're like, okay, thanks so much. They're kind of shocked that they just take the, you know, referrals and go.

There's other instances, and like I said, it's always about the dog, but there's other instances where you get a dog and all the training is done here at my facility. We do group class ⁓ and we'll do private sessions once they've gone through one of our programs, but I don't have time to be running around town all day. So everything's done here and you get a dog that comes in that's super high anxiety, fearful, and you're just like, this dog is not.

gonna thrive here and I'm not gonna make that dog suffer because I want a paycheck like so absolutely not so you always have to keep that you know that doesn't benefit anybody and I'll be honest with them and then you know I just did a really cool eval Saturday that a dog came and he I mean I could hear this dog in my driveway from inside the house and I go out there in this pit bull and he's sweet as can be

I he is tongue hanging down, just barking, barking, barking, bark. And I'm like, how old is he? And they're like four, no, five. I'm like, has he always been like this? They're like, yes. And I'm like, my. Like so much anxiety, but happy, thank God. I mean, he doesn't have a mean bone in him. looked like he almost presents himself that way, but he doesn't. But it was so sad to see this dog carrying so much.

you know, anxiety, he's on a flat collar, you know, every time they try to pull him one way, he's flipping, you know, backwards and he knows how to pull them the other way. And he's just a hot mess. Pitties are kind of a soft spot for me. That's what I started my rescue with was all pit bulls. And, you know, I said, we're going to, I think we can do that. I think we can do something with this dog. So they're going to do a board and train, but I want them to bring him for several weeks for daycare.

to get him acclimated because I'm like afraid this dog is going to have a heart attack. He gets so worked up. So we're going to do some meds, daycare, slow acclimation until I feel comfortable with him being able. And they said once the newness is worn off, he usually settles. So I want to get him to that point before I just book him in for three weeks. So it's just really important, I think, to always make sure you're doing the right thing for the dog and the client.

Lianne Shinton (40:45)

Well said to all of that. And yeah, that's interesting to just be so direct. Like, I don't think we're the right fit. Here's some referrals. And yeah, they don't dig further. Like, what do you mean we're not the right fit? Or do they just take the referrals and go, huh?

Crystal (40:57)

No,

mean, one lady, yeah, usually they're just like, thanks so much. And, you know, usually it's good. Like I think I'm so directed. It's like, okay.

Lianne Shinton (41:10)

Interesting, interesting.

Crystal (41:14)

I

mean, I know that's not everybody's style and I don't recommend it, but it works for me.

Lianne Shinton (41:19)

Well, probably, I mean, sometimes, you know, it would be worse if we took the dog on, took the client on, and then it's not working for anybody. having that as part of that toolbox in business to make sure you protect yourself and your staff from the wrong client is really important.

Crystal (41:29)

Right.

right. Yep, always. And always, I don't care what I've learned the hard way, if you do boarding, don't ever do boarding without an evaluation. Because it'll be that one dog that they're on a cruise ship, or just got on a plane that you went back to let out, and we'll let you let it out. You know, so anybody's new starting a business, anything, always do the eval.

Keep the dog for the day, make sure you, your staff, you know, back when I was just running the business, mostly by myself, no big deal, because I'm handling it, but I don't work the kennel anymore, you know? I have staff that does that, so I need to make sure my staff is safe.

Lianne Shinton (42:26)

Hmm. Yes. And we actually, yes, take care of the dogs, take care of your staff. So important. And I think one thing we're not taught as dog trainers when we go through dog trainer school, for example, is what to do if shit happens. And that's one of the things that I like to talk to other dog trainers who've maybe been through some stuff and

Crystal (42:30)

Always make sure your staff is safe.

Great.

Lianne Shinton (42:56)

They've come out the other side so they can share things to help other newer dog trainers so they may be able to avoid some of the pain. One is we have our sales club for dog trainers, sales and system club for dog trainers. And I have a special guest coming on and she specializes in lost pets and finding them, preventing it and just...

Crystal (43:11)

Right.

Okay.

Lianne Shinton (43:21)

Yeah, she's amazing at it. mean, if a dog jumps your fence, who's going to put up flyers? Who has a drone? Because there's things that you can have in place because others have been through it.

Crystal (43:28)

Right.

Right. Right.

There's some amazing local people here that I know through rescue that have a whole operation. We've never had to use it, thank goodness, but ⁓ that's really important. That's something most people wouldn't think about, but it's really important.

Lianne Shinton (43:51)

Yeah, you want to have a process. You want to have SOPs for anything, whether it's a big storm comes through, like, you know, in California, we would have an evacuation plan. I'm sure you do with the hurricanes there in Florida.

Crystal (43:55)

Mm-hmm.

bright.

Yep.

Storm, fire, I have a fire when I leave. I have this is what you do if there's a fire. This is how you unload the dogs. This is where you put the dogs. This is what we do. ⁓ Same thing if I go on a trip and I die. This is, it's literally saved on my computer if Crystal dies. I have a will to, but I have a will to, but just for a quick reference guide in case it changed a little bit, this is it.

Lianne Shinton (44:18)

Yes.

You

Crystal (44:36)

You have to be prepared.

Lianne Shinton (44:39)

Yes, yes, my friend Brie. ⁓

Crystal (44:41)

for it fires

the one that's scared.

Lianne Shinton (44:44)

Yeah, yeah. ⁓ Yeah, my friend Bree, I'm here helping her with her facility and she's like, yeah, if anything ever happens to me, the rule is give Lee in the purple binder. And, you know, it's all there in that purple binder. But yeah.

Crystal (44:56)

Yes, yes, I have those friends too. Yep, that's the I have

those friends too that they all know where it's saved and it's like this is what you do.

Lianne Shinton (45:06)

Yes, yes. So let me just shift to.

Crystal (45:09)

Because it's important, I mean

you don't think about it. Yep, go ahead. I you don't think about it when you have lot, multiple dogs. Like, if you kick it tomorrow, like, where do they go? So you just, everybody, know, if you have more than two dogs, or even if you have two dogs, but if you have a lot of dogs like me, you have to have a plan.

Lianne Shinton (45:31)

Yes, yes, I'm a planner so that, yep, I don't fly by the seat of my pants. I'm a planner, so I love that.

Crystal (45:35)

⁓ I

do in life, but not with real stuff. I do in life, but ⁓ not the real stuff.

Lianne Shinton (45:40)

Hahaha.

Now you mentioned just some fun questions, kind of lightning round. So you mentioned that if pitties have a special place in your heart, Bo is kind of like a hound doggy kind of guy. Who knows? He was a tall, leggy thing. I know as dog trainers, we're always changing our mind on our favorite breed, but what's your favorite breed?

Crystal (45:59)

Hound and Doberman. It was Hound and Doberman. Yeah.

Whippersnapper, duh.

⁓ I really like I for where I'm at now

I really love them. A well-bred lurcher. They're just easy to handle. Keep the intelligence. But originally, I'm always a pit bull girl. I've always been a pit bull girl. Most people don't even understand what a real pit bull is. You should not own a real pit bull unless you are a professional. But they are my heart. In South Carolina, I rescued, rehabilitated, trained, and adopted out.

over 250 of them when I was in my 20s. So yeah, it was pretty insane. But love them. just lost Meatball who was 15. He's the last he was the last of I shouldn't say the last of my pitties, but the last of my OGs. I still have Tarantino. He just turned seven. He's loved me some Tarantino, but he will in pitbull fashion, you know.

They are not trustworthy with dogs a lot of the times and you have to understand what you have. And not put, you have to be very careful. ⁓ But they're, they are definitely, they give a different kind of love.

Lianne Shinton (47:41)

Yes. And yeah, maybe elaborate a little bit when you say like most people shouldn't, I think have like a real pit bull. Like, are you talking like a game type pit bull?

Crystal (47:55)

Yeah, like a real American, I mean, all real American pit bull terriers should be game bred, right? But there's always the exception, like our malinois, we have our really well bred, nice malinois for work, and then you have the people in Miami that are breeding malinois to get malinois. And some of those are not gonna have the drive. They could be duds, they could be soft, they could be scared, they could be aggressive, you get such a variety. ⁓ So real American pit bull terriers, I mean, they're bred.

to fight, they're bred to hog hunt, they're bred for certain jobs depending on where they come from. So they're not a dog. Like Tarantino, he's great. He's well trained, I can take him in public, dogs can come by, he's not reactive. And that's the part about a pit bull that people don't understand is, it doesn't look aggressive, it's tails wagging, it doesn't act aggressive. Just trust me. They are the definitely F-O, fuck around and find out kind of dog.

⁓ but Tino's great. But if a dog comes up, I mean, it could happen in a split second. He's going to be there perfect. ⁓ but if a dog comes up, hits him the right way, goes after him, game on. Like he's not even going to think about it. He's going to take action. ⁓ if my head's turned or, you know, he's good. If I just yell or at, you know, all my dogs who say, ⁓ and they're like, but if you don't catch that split second, you're going to, it could be a problem. And people.

that don't know how to put that control on a dog or have that control or what they're dealing with that aren't willing to separate them and go, know, like, Tarantino can go out with my Greyhound, my Catehula, he was raised with them, they're both females, they sunbathed together, they love each other, right? I'm not turning him out with other dogs that he doesn't know, it's just not worth it. But the dogs he was raised with, under supervision, it's just, they're good until they're not.

Lianne Shinton (49:47)

Yeah. Yeah.

Mm-hmm. Agree. Yep, 100 % agree.

Crystal (49:55)

That's just, that's who they are.

but they will always

love you. But they will always love you. I've never ever in my life been bitten by a pit bull.

Lianne Shinton (50:05)

knock on wood that that's good. Now, talking about this breed or that breed, and it made me think about Rosilla and not from a breed perspective, but from a female versus male perspective. Because when you know, just like in humans, like the males can be genetically superior, and jump higher run faster. So Rosilla.

Crystal (50:08)

Yeah.

Yes.

bright.

Lianne Shinton (50:35)

I mean, how did you know when she was a little puppy? You're like, this is the one.

Crystal (50:41)

Um, I, you know, we always from the beginning in the litter, Rosalina was just a brute. And we were like, she's a man from the beginning. It was like, she's a boy. This dog is not a girl. Like her whole temperament, just everything about her was like, tall, you know, very tomboy. Um, and, um, she would, when you pet her as a puppy, she would just growl and fuss, but.

Lianne Shinton (50:54)

you

Crystal (51:11)

It's just how she is. Like she's not being aggressive. It's just she talks. She, she'll, you know, put your, her teeth on you and when you get her excited, but that's just who she is. So when everybody was meeting the puppies and I pair them, I don't let people pick their puppies, but every single person in that litter, except for Melissa said any of them, but Rosilla, her name was Rose because it was a Rose heart. I think that's what it was, but

Any any of the puppies but rose and I was like, okay and then as she was getting a little older six seven weeks she was getting more leg and I was like I'm not heartbreaking that Absolutely. Nobody wants her. That's a easier reason to tell my mom. I'm keeping four out of this litter Poncho Pearl Rosalya Sally so I Mean it was my first like big big breeding, right? so yes, I kept four and

⁓ But then Melissa came and it was between Falcor and Rosilla and she thinks that she chose Falcor but I had a really like good plan about manipulating her to pick Falcor because I wanted Rosilla to stay but still to this day and every time I'm like girl you didn't have a choice and she's like I did have a choice and I'm like okay.

Falco was hers, Rosilla was mine. ⁓ But yeah, it still is definitely a boy. She's a boy.

Lianne Shinton (52:39)

Wow, so.

So she was just a little firecracker and everybody was like, don't don't know. That's too much dog for me.

Crystal (52:51)

yeah,

no, you I mean, she would come right over to you and then you'd pet her and she'd be like, like start biting them and not mean but like, and she's still that way. Like when I rub her neck, she just is snapping off at me. But it's all out of love. But everybody who meets her at first is like, ⁓ she's intimidating. And I'm like, she's ridiculous. This is nothing like this means nothing. It's all talk.

Lianne Shinton (52:57)

Wow.

A lot of dog.

I've never seen that about her. I know, I've just been around her. Yeah, yeah, that's true. Velkor is just such a sweet boy. Such a sweet boy.

Crystal (53:20)

She's funny and you've seen her and well you've seen her in line. She's a maniac. Yes. She's lovely.

He is. He is just a sweetie and that's how my poncho is. The poncho was the one in the litter that from the day he was born. I don't know what it was. I was like, give me like, I don't know if I could live without the puppy in my life. And he's he is my best friend. I love that dog. I love them all, but they're, you know.

Lianne Shinton (53:45)

Yeah.

He is very special boy.

All right, so what?

Yes, I do. do. ⁓ Yeah, some are just ⁓ yeah, I get it. ⁓ So one last question and this is lightning round question. If Jurassic Park were a real if Jurassic Park were a real park, would you go?

Crystal (54:09)

Alright.

Would I go? 100%. Yes.

Lianne Shinton (54:17)

Yes.

Okay.

you'd be out there clicker training clicker training of the velociraptor I'm sure.

Crystal (54:23)

I'd love to get a dress. ⁓ No,

I'd probably try to wear camo and be a little discreet about it. I'd be an observer. More of an observer, not a participant.

Lianne Shinton (54:34)

Probably smart.

Awesome. So, Crystal, could you share your website? How could people could reach out to you if they want to learn more? Maybe reach out to you through Facebook if they want to learn about your puppies or your dog training.

Crystal (54:44)

for sure.

Absolutely, ⁓ It's bo, B-O, dash, knows, N-O-S-E, dot com is the website. There has the email on it, ⁓ in the office phone number, every way you can get a hold of me. On Facebook it's Crystal McLaren, Bo knows, which is funny, I actually did that on accident when I.

long like seven years ago I was trying to put like Crystal McLaren and then I thought you could put an inner and put bow nose so people could associate and it just changed my name to Crystal McLaren bow nose and it just stayed that way it just worked ⁓ that way for my breeding group it's MC Lurchers so it's MC apostrophe S Lurchers on Facebook it's a private group answer the questions and maybe I'll let you in maybe I won't so it goes ⁓

Lianne Shinton (55:30)

you

Crystal (55:52)

And yeah, and I do dock lessons here. I don't really do any seminars. I don't think that they're really beneficial for like more of a hands-on approach when teaching dock, but anybody who's really serious about dock diving ⁓ wants some great expert advice. I recommend coming down. Usually people come down for a week to two weeks. They make a vacation out of it. And I have lots of lesson dogs that...

I teach with for dock diving so they wouldn't waste your dog. Really cool experience. So if anybody's really serious about becoming the best dock diving handler they can, you can hit me up.

Lianne Shinton (56:32)

Awesome. And I have been to your facility. It is beautiful. And yeah, that that just I didn't realize you did the that and what a great way for people to vacation with their dog. And you're so close to the you you pointed us in the right direction to find the ocean and go for lunch and you know, the lobster lady restaurant and all that. what a smart vacation that would be for folks.

Crystal (56:38)

Thank you.

Yes.

There's a lot of good stuff.

Lianne Shinton (57:01)

Yeah. Love.

Crystal (57:02)

Yeah, a lot of people do it. A lot of people. Yeah, it's wonderful.

Lianne Shinton (57:08)

Super. Well, thank you so much for joining me today, Crystal. It was a lot of fun.

Crystal (57:12)

You're so welcome.

Thank you for having me.

Lianne Shinton (57:15)

And thank you everybody for listening again to visit Crystal's website. It's bow-nose, N-O-S-E dot com, right? Yeah, okay, got it. Awesome, awesome. And thank you everybody for listening and thanks again, Crystal.

Crystal (57:30)

Yep. Yep.

Thank you. Have a good night.

Lianne Shinton (57:40)

Thanks. Okay.

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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