July 2, 2026
85 min
Automation Dogs Podcast

On this episode of the Automation Dogs Podcast, Lianne Shinton sits down with Karly Brandimarte and Chad Hunter of Chasseur Malinois for a conversation that goes far beyond titles and trophies.
Karly and her incredible dog, Meistro, recently made headlines after earning the highest overall score at the 2026 French Ring National Championship in France. While many have focused on what happened afterward, this conversation is about everything that came before it.
“People that are successful in the sport only do well when they compete on their own home field.”
— Karly Brandimarte & Chad Hunter
Pinpoint where your leads are slipping through the cracks
Show you how to fix your follow-up and close more clients
Map out a simple, proven plan to grow your business
Every dog training business is different — this call ensures the strategy fits your business, not a generic template.
If it’s a fit, we’ll show you exactly how we’d implement this for you.
If not, you’ll still leave with clarity on what’s holding your sales back.
Lianne Shinton (00:49)
Hi everybody and welcome to my podcast. I'm Lianne Shinton from Automation Dogs. Today I have the pleasure of interviewing Karly Brandemart. Welcome, Karly. Hi, and Chad Hunter. Hi, Chad.
Karly Brandimarte (01:01)
Hi.
Bye guys.
Lianne Shinton (01:07)
Hey, hey. So ⁓ Karly, if you weren't on Dogbook recently, Karly and Chad just had an amazing accomplishment competing in French Ring at the French France National, and you won, which was incredible. Congratulations to you, Karly, and to you, Chad, as well, because
Karly Brandimarte (01:32)
Thank you.
Lianne Shinton (01:37)
This is huge for your kennel. And I saw something on Facebook from my breeder saying, I hope people, I don't think people realize how big of an accomplishment this really is. So congratulations. Also seeing you on Ivan's podcast. And I wrote down some of something he wrote ⁓ about your kennel. And he said like
That's an amazing accomplishment of its own. Two dogs on the top of the game. ⁓ so that was something he gave pause to in the podcast. And seeing that, you know, was was really powerful. And I I hope people really realize that your dogs are absolutely incredible.
Karly Brandimarte (02:27)
Thank you very much. Yes, thank you.
Lianne Shinton (02:30)
So ⁓ just as a like little icebreaker before we get started, I like to ask a fun question. So if Jurassic Park were a real park and you could go visit the dinosaurs, Karly, would you go?
Karly Brandimarte (02:49)
wow. yeah I think so. I think I'd go.
Lianne Shinton (02:56)
And Chad, would you go?
Karly Brandimarte (02:58)
I zero hesitation had to be there in a heartbit. I I think I was just I don't even know why she hesitated. Well I thought there was gonna be more either yes or no. I thought there was gonna be more. I'm like we are talking about dinosaurs, not dogs. Okay.
Lianne Shinton (03:10)
Ha ha ha.
Well,
yeah, I think it says something about, you know, a person if they're a little bit more of a risk taker. ⁓ I you you know David Broderick. I'm come from a Mondial ring background. So I know David. I know he was in France with you guys. And when I asked him that, he's like, of course I would. I would right right on, I would be right there. I want to clicker train a Velociraptor. And I thought that was freaking hilarious, right? Right. So I think we need to use AI. Yeah, we need to use AI.
Karly Brandimarte (03:23)
Yes.
No my god.
That's David for ya.
Lianne Shinton (03:43)
And we need to put David into the Jurassic Park clicker training a Velociraptor. Perfect.
Karly Brandimarte (03:50)
Yeah, for sure. That's David.
My my brain went to, okay, well, I'm like a thinker, so like there has to be a plan. So I'm like, I can't just be like, yeah, I'm doing that for sure, unless it was like something that I guess I'm always thought of doing. But I guess I haven't really thought about going to Jurassic Park much.
Lianne Shinton (04:11)
Now let's dig into a little bit about your guys' amazing accomplishment here. Could you share a little bit about ⁓ I I I'd asked you before we got started, making sure I'm saying his name right, but the amazing maestro.
Karly Brandimarte (04:28)
That's it. Set it perfectly.
Lianne Shinton (04:32)
And and I I had to look it up before we started because I was thinking, and maybe I'm I'm speaking Canadian ⁓ because that's where I'm from, but we say ⁓ maestro, and maestro means ⁓ I'm just kind of looking at the actual like definition, but I thought it was pretty powerful. It's Italian and it means the master or teacher, and I thought that was pretty powerful, but I'm saying it in a Canadian way, so tell me.
Karly Brandimarte (04:39)
Yeah.
Mm-hmm.
Yep. Yep.
Lianne Shinton (05:02)
Tell me about his name first since we're on that.
Karly Brandimarte (05:05)
Well I'll actually jump in on that one. Yeah. So it's actually very fun with how his name evolved because v very little people know that he was actually my dog before he was her dog. And I had him, ⁓ obviously he was bred ⁓ and born and raised right here in this house. And he was my pick of the litter basically since they were three, four weeks old. I just had my eye on him and he just
course all the features and qualities that you like to see in in in puppies for you know specific sport homes and having the experience in the back and of of having you know other dogs from the past. I I said this this particular puppy I I'm keeping my eye on. And it was he was seven weeks old. I had him out on my field ⁓ and I was doing a little session with him, a little prey drive session with the rag, getting him to chase the rag and using a stick with him and he's just super just
Almost like he is now, just he's almost been the same dog since day one. It's just been such a such a cool dog. And my neighbor from down the road was walking down the street and said, Hey, that's a cute puppy. And I'm like, Thanks. And he says, What's his name? I said, I don't know. Gray collar, because he was the gray collar. I said, I don't have a name. And I'm kind of I'm kind of ⁓ old school in the sense to where like I don't really name my dogs until it really like clicks and I like really feel this and feel that sometimes my dogs are four or five months old before I name
And I said, Well, I said, I don't have a name for him yet, but it's gotta start with an ⁓ because this is my litter. All the puppies in the litter start with the letter ⁓ He goes, Man, Maestro would be such a cool name. And I literally s took a step back and I looked at him, I said, Thank you. I said, That will be his name. And literally from that day on, that was his name. And so it was pretty cool. People always smile when I tell them that story.
Lianne Shinton (06:55)
It's like from that day on you knew he was gonna be a great puppy. From that day on you knew this was gonna be the perfect name for him. And so I'm saying maestro, but it's maestro. So it's that accent that I'm missing. Need to lean into the Canadian, French Canadian.
Karly Brandimarte (07:09)
Yes, yeah.
And his name now, like it actually I feel like it really does fit him, like what a maestro is, however way you wanna say it. Like if you search it as like a master of your craft, like the best of the best, like it very much fits him being a very powerful name too. And like he's a very, very powerful dog in in a lot of ways. So gotta thank the neighbor the next time I see him because I think I've only met him one time, yeah.
Lianne Shinton (07:22)
Hmm.
Karly Brandimarte (07:41)
I didn't technically get my estro until he was like ten months old. Yeah. That's when I moved to Arizona from New York and he was kind of just hanging out here and Chad was like kind of back and forth on what he was doing and he had his dog at the time that was injured and then he like kind of just started to bring him back and so he was like, All right, I actually have some more time with with my old dog and he kind of just fell into my lap. It was like
I think inevitable, but it I definitely did not intend on getting a Malinois when I moved out here and it happened very quickly.
Lianne Shinton (08:19)
Wow, so little puppy, just pick of the litter, awesome. Ended up in your hands, Karly. When did you think we're we're going to France? When did you think I I have big aspirations for this little puppy?
Karly Brandimarte (08:26)
My hands.
You know It wasn't until way later on. Yeah, it wasn't until it wasn't until basically he got into ring three that it was even remotely a thought. It was I think for the first two-ish years of his life, Chad and I were really just trying to keep him alive because he's so fast and so reckless. And then
Lianne Shinton (08:47)
Mm.
Yeah.
Karly Brandimarte (08:57)
We finally did his first ring three and we had brought out a French decoy and we were kind of just chatting with him about the selectifs and the process in France and he was like, You really should try to do that with this dog. Like I could really see this dog doing well. And and then I think Chad and I kind of just looked at each other and we were like, Could we do it? Like, do we wanna try and do it? Like there was a lot of variables that kind of went into it and
Lianne Shinton (09:13)
Mm.
Karly Brandimarte (09:26)
That's when we were like, All right, I guess let's give it a go.
Lianne Shinton (09:30)
Awesome. So it took took some time for you guys to go down this path with my Estro.
Karly Brandimarte (09:38)
Yeah, mainly because I mean, I had a German shepherd before him, but he was my he's like my first upper level dog that I've ever competed with. So it was not that I didn't think the dog was capable of it. It was more so just okay, like it's a lot for a handler to go and do these things too. So and I've made my fair share of mistakes. I'm sure Chad can can tell you.
It it had it had always been something that I have dreamt of for fifteen years since I've been heavily involved in the sport. I just didn't have really the time and the resources to be able to go to France and compete over there. And I'd always told myself, if I'm gonna do it, I wanna do it with a dog that can be a contender for sure. You know, obviously I'd like to go play with any dog in France over there, but with how much
Commitment, time, resources, the money, everything that's involved with that. I s I I was telling myself, we we need to play with an exceptional dog, a dog that's definitely more than capable. So kind of kind of make it worth our while in a sense. And ⁓ we just reached a point with him where it's where we just had thought about it, but then we just kind of had the confirmation from a handful of other people, like, hey, I don't think you understand that. I think I think you could do very well with this dog if you go over there. And we were kind of at a point to where.
We did now have the resources and the the the the possibilities to be able to do so. And so we just looked at each other and said, Okay, I guess we're doing this. So that's kinda how it went.
Lianne Shinton (11:14)
And we keep talking about him. Tell us a little bit about like what's his funniest quirk. Like tell us about this dog.
Karly Brandimarte (11:24)
he's a character. I think his quirks are also what make me really like him. I mean, the people see him as this really fast, really reckless but technical, and his obedience is very precise and he puts a hundred percent effort into everything he does on the field. And then like off the field in my house, he's never
Lianne Shinton (11:31)
Mm.
Karly Brandimarte (11:52)
Two feet away from me, completely glued to my side. You know, just a really funny dog. I mean, like, if I'm laying on the couch and he comes to to come lay with me, he's gonna be upside down on his back in three seconds. Like that's he's just he's a lover for with all of his people that he that he likes, ever everyone in my house. Like, same way with Chad, with my daughter. ⁓
Lianne Shinton (12:08)
Mm.
Karly Brandimarte (12:21)
He it doesn't take much to get him excited. Like life is just very exciting for him. So I feel like between me and Chad he probably hears chill out four hundred times a day. I what would you say is ⁓ yeah, exactly. It's him right now. He's like someone's coming in the house. What would you say is what makes him we joke all the time and say that he's a very special
Lianne Shinton (12:33)
Ha ha ha.
Chill out.
Yeah.
Karly Brandimarte (12:51)
Almost like a special needs dog, because of how just like sometimes we look at him and we're like, I can't believe that you can do the things that you can. And you're very special. I mean, we'll have we'll sit there and we'll be in bed and I'll even just mention his name just lightly under my breath. And he's upside down on the bed, in between us, paws straight up with his tongue hanging on the side of his mouth, just looking at
Lianne Shinton (13:02)
Ha ha ha.
⁓
Karly Brandimarte (13:17)
Yeah. Like, cool, you might you must have mentioned my name. So Yeah. but yeah, like she said and like she had she had actually said it perfectly in and when we did the podcast with Ivan too, that the dog even pees with a hundred and ten percent of everything that he does. He bre he eats the way he goes potty, the way he everything he does is a hundred and ten percent. And it's a blessing and a curse. For sure.
Lianne Shinton (13:22)
Wow.
Ha ha.
What's ⁓ his what's maestro's favorite exercise in French ring? Yeah.
Karly Brandimarte (13:52)
And French Rain? ⁓
wow, that's a good one. No one's ever asked me that before.
And I don't know about face attack. Yeah. Face attack. Yeah. Running down the field and knowing I am I'm gonna do everything in my power to get a hold of you. Like that's and then when he misses, then he's like, Okay, now I'm coming back, we're doing this again. It's just like the technicality and just how his brain processes that I think I I would say that's his favorite exercise. Yeah. He it's it's hard because it's like I said, he he thoroughly enjoys doing everything like
Lianne Shinton (14:00)
Not your favorite, his favorite fa face.
Karly Brandimarte (14:27)
I he was a super easy dog to train. I mean, like super motivated in every way, shape, or form. Want wants to please, please, please. Like that's just part of what makes him so cool too. Is like he he likes to bite, but he loves to work for his handler. So it's like a very cool balance that you don't often see. And so for sure in the bite work, I mean, he definitely likes to bite. I would agree with him that he for sure likes the face attack for that, but
I mean he gets jacked to jump, super, super jacked, loves to do retrieves. I mean, I don't know. Yeah, it's not not a classic dog like my dog I have now. He jumps. It's not his favorite thing to do. He jumps fine, he jumps well, but he's not like thrilled to do it. He does the obedience. He does it because it makes me happy. He does it very well. But Maestro's the opposite. Maestro's just jump, my God, this is the greatest thing in the world.
Retrieve, my God, I'm gonna see how fast I can do it. So he's just he's a very big pleaser and he loves really anything you tell him to do, anything you teach him, the dog absolutely loves to do, which is a very, very cool quality about the dog. That obviously, you know, typical malware, they like to do things, but he's a dog that literally you show him anything and he is gonna gonna do it and do it with a with a with a tail wagging.
Lianne Shinton (15:52)
Wow, I love those tail wagging dogs. Just, you know, they're out there and they just I mean, that's part of the training too, ⁓ as well as part of the dog. So ⁓ I'd asked what's maestro's favorite exercise within French ring? What's his favorite like game or thing to do outside of French ring?
Karly Brandimarte (15:55)
Yeah.
Yeah.
He loves to go for hikes. We've got another another house up in Williams, Arizona, so very close to Flagstaff where we were talking about before. And he loves to be up there. The weather's so much cooler. run around the property. He he just loves to run. Like there's not much that he does walking. So anything that in involves going out and you give him a give him a tug or some sort of a ball and you just
Lianne Shinton (16:22)
Yes, I know Williams.
Karly Brandimarte (16:42)
He loses all brain cells and that's that. All the dogs walk with us and he's already done three back and forths in the time that we've walked. Just one f it I mean it's yeah, that's him. And and to elaborate on what she says, obviously the dog I mean he's all of our dogs are are pets outside of ⁓ outside of working. So right now I've got three dogs, three ring three dogs literally laying at our feet right now.
Lianne Shinton (16:50)
Yeah.
Gets his steps in.
Karly Brandimarte (17:11)
I mean, just that's just how our dogs are. All of our dogs live in our house with us. They're with our, you know, with our families, with our clients. But at the same time, as we were mentioning earlier, because of how intense this dog is, because of how fast he does things, it's also we got to be very careful with things we do outside of even sport work because the dog is a liability to himself. he's not a dog you can just go throw the ball for on the field. He will literally he will break a tooth, he will roll his ankle, he'll bust a nail, he'll do something. So it's
Lianne Shinton (17:12)
Amazing.
Karly Brandimarte (17:41)
We've been very selective with like how what we do with him and how we do things with him because he's literally a liability to himself in that sense. Again, the the downside, everyone's wants a dog that hits hard and bites fast and jumps like that, but at the same time the trade off is is he's a dog that you have to be he's n he's he's not a dog you just go throw the ball for unless you know what you're doing. So you gotta be very careful because he's a liability to himself.
Lianne Shinton (18:01)
Yeah.
I hear that. How about swimming? Is is he okay with swimming or is he gonna break a nail at swim?
Karly Brandimarte (18:10)
⁓
you know, we had a we had a pool here and I I'm not exaggerating when I say this. The first time that I ever took him in the pool, I think it was like he was like ten months old. Chad probably had done like a when he was a puppy puppy swimming and stuff, but I don't think he had he hadn't been in the pool for a long time. And I'm like, All right, so I brought him and my German Shepherd. I opened the gate, he ran full speed up the stairs and then was just in the pool. I don't even think he knew.
what he did or that he like he didn't know what happened until he was in the pool. And I'm like, okay, well, I guess you figured out how to get in. So then it was game over for that. Same thing. He's just a crackhead for anything and he loves the water. Loves the water. But our pool no longer exists here, which is I'd love to be able to swim swim more, but as you know in Arizona there's there's it's dry here. We don't really have rivers and we do have a couple of lakes, but they're not really the best lakes.
So we don't get the opportunity to swim as much as we can, but no, the dog, the dog he loves water, loves water. And he's a great swimmer. I tried ⁓ I was messing around because Chad's ⁓ niece, Violet, used to do a bunch of dock diving and stuff, and there was a competition happening like 30 minutes from here, and she was like, Let me enter my estro because he'll fly off a dock. He doesn't have much experience doing it, but he'll fly. I'm like, all right, yeah. And I know that it takes someone that kind of knows what they're doing to throw that bumper.
And so I'm like, all right, let's go. I'm like my very athletic ring three dog going to a dock diving co ⁓ tournament in the in a parking lot at a at a Shields. And Violet gets up there with him and he is jacked to do it. He's so excited, he jumps like ten feet. I'm like, what the hell? But yes, he he loves he loves to do anything that is anything in the
Lianne Shinton (19:55)
Haha. ⁓
Karly Brandimarte (20:05)
What you're doing, if it's sitting here on the computer, as long as he's with you, if it's running, hiking, on the bike, outside, doing something, building something, as long as the dog's with you, he's the happiest dog in the world. Yep. That's how all of our dogs are. They like to be like to say, they like to be inside your soul, no matter where you go, what you do, like to be close to you as possible.
Lianne Shinton (20:22)
Yeah.
That sounds great and it sounds great for the obedience side of things too. So it's not boring for anybody. And he sounds like when it comes to the fun stuff, it's more instead of like ready, fire, aim, he's like ready. Yeah, he's ready, fire aim. Like he is just doing it. Ask questions later. Just go all in. ⁓ so that's awesome that you shared, you know, a little bit about like I guess his personality and
Karly Brandimarte (20:28)
Yeah.
Yes.
Yep, a hundred percent. Yep.
Lianne Shinton (20:54)
thinking about like hunter canine and I'll have you say the your kennel name so I don't mispronounce it with my sorry little French Canadian. Du Chesser. Du Chenille de Chesser. Chesser. Chesser, Chesser, Chesser. I like that. And that means Chesser. And that means Kennel Hunter, like Hunter Canine, Chad Hunter. Got it. Okay, excellent. Very cool. And
Karly Brandimarte (21:02)
Du chenil Du Chenil de Chasseur.
Chasseur.
So
Kennel of winter.
Lianne Shinton (21:24)
So you've described maestro's beh behaviors a little bit and his personality. And do you f find that that's like a lot of the personality of your other very successful dogs? I know you've won ⁓ three nationals with three different dogs.
Karly Brandimarte (21:42)
Yeah, it's kind of it's it's a conversation that we have all the time because it's we'll say with Horace, who's his father, who is also the father of many other there's in the last ⁓ in the last four or five years there's there's come to be ⁓ ten ring three dogs ⁓ that have come from the kennels from our kennels here. ⁓ and
Front ring three dogs, and I believe that seven of those dogs are from Horace. So Horace has been the dog he was obviously my dog I won the championships with back in 2016. ⁓ and he's been probably one of just the most as you as we've all had many dogs you know throughout our time, but he's he's the he's the one dog that just ⁓ that stands out the most in regards to he's been become the basis for my breeding program.
⁓ he we've now bred him enough times to know now what he's gonna produce. ⁓ he throws himself very heavily when it comes to sociability and the trainability, bid ability, all of that. ⁓ and just absolutely exceptional temperament. and I've really, you know, the style of dogs that I had even 15 years ago when I started a ring is much different than the style of dog that I've had now, now that I've kind of evolved and figure out like, you know what, in
you know, when I was twenty years old and started getting very heavily into these dog sports, we want the hardest biting and the fastest and just the most intense, just most fired up dog. But at the end of the day, that's great. But it's hard to make points with dogs like that sometimes. Sometimes you get dogs with outing issues. It's hard to find a balanced dog. And it's been a really a pleasure to see now adding into the mix, you take a dog like Horace, we add him into the mix. And personally for me as a dog that has produced what I look for in a dog.
And that's what I see in my dog Caratos. That's what I see in Violet's dog, MJ, Maestro with Machiavelli, the other dog that that did well in France with us. all these outstanding qualities. And it stems from from Horace. You know, people say, you know, well, how do you where that comes from? Well, I bred the dog enough, you know, my dog that I just retired a few years ago is a three-quarter brother to maestro.
Lianne Shinton (23:43)
Yeah, Eric's dog.
Karly Brandimarte (23:59)
all very similar qualities. Now seeing some of the puppies that Maestra has produced, how they are very similar to his half siblings. It's just very cool to see how these genetics have evolved. And Maestra represents four generations of my breeding, ⁓ which is something I'm super proud of as well. So be able to have not just one, not two, not three, but four generations. And we're already going into our this last few layers we had, it represents five generations of dogs that I've bred that are all
doing very well and it's just that's that's a huge accomplishment for a breeder and I'm very proud of that.
Lianne Shinton (24:34)
It is, yes. And yeah, I saw that with Stephanie O'Brien's post. And then when Ivan was speaking with you and just pausing with such a great accomplishment. I mean, it's it's magic how much work you've put in and figuring out, you know, the the best over time has evolved. It's just magic. So ⁓ I don't know French ring like I know Mondial rang. Do you guys have a dog in white? Chêne de Blanc? Okay.
Karly Brandimarte (25:03)
Yep. Yes.
Lianne Shinton (25:04)
In in at the world level in Mondial Ring, we weren't allowed on the field in the dog and white. Our team captain would go on, our team leader would go on and come back and tell us what was supposed to happen and it was terrifying. Yeah. Yeah. I'm like, okay, I'll just figure it out when I get out there. ⁓ so Karly, how how did that work? Did did your team captain have to go out there and then tell you, or did you get to walk on the field for dog and white?
Karly Brandimarte (25:16)
This is the same type. This is where the little wood is, yeah.
No, so for the selectifs and for the final, you're not allowed on the field for dog in white. ⁓ you just kind of stand on the sidelines and you watch. ⁓ we don't have team captains, so there's really just the judge, the decoys, the dog, the handler, ⁓ the deputy, you know, the the direct people for the trial that are on the field. ⁓ and
Between my team, I mean, we had plenty of eyes watching. We'd okay, take a look at where the landing zones are for the jumps, you know, ⁓ where's the food on the field, like stuff like that. But for the most part, ⁓ no. I mean, in he in in America, USA here, we obviously are allowed on the field a lot of the times for dog and white, but I feel like they didn't did they let us on the field for the championships? I don't think they did. Here. Here?
Yeah. I don't think they're No, you're not allowed on the field, period. No. It's it's like a f like the the French protocol is like no one no one's especially for the selectifs and and for the for the championship of France, you're not allowed on the field, period. Yeah. Like for any of that. The only time you step on the field is when you compete. Mm-hmm. So that's also what raises the bar of being an experienced handler and being aware of what's going on and paying attention and trying to, you know, bear with the nerves and all of that that comes with it. It's it's it's a lot for sure. It's a lot.
Lianne Shinton (26:59)
Yes, yes. ⁓ I've I've been there and that's what I'd love to dig into, Karly. Can you walk us through that? Can you walk us through your performance?
Karly Brandimarte (27:11)
Yeah. ⁓ like my warm up routine too, like that kind of or just like my my thought process while I'm on the field.
Lianne Shinton (27:21)
If you've got a warm-up routine, then that sounds like something we would love to hear because yeah, not many people make it to that level. And it's so stressful. It's ⁓ almost debilitating to step out on that field. So yeah, I would love to hear any you tips for younger handlers too.
Karly Brandimarte (27:41)
So I'll start it for her. And the way it works is she was dog number seven this year. Right. So dog number five, you start, okay, we're getting close. And she has in her head, okay, dog number six, when that dog starts his protection routine, is when I'm gonna go get my dog and start my routine. So for her, dog number six comes up, I look at her. That's when her and I, because I I turn into a nervous wreck. ⁓
Lianne Shinton (27:52)
Mm-hmm.
Yeah.
Karly Brandimarte (28:10)
Only time I get nervous is watching her compete. When I compete myself, it's just another day of training for me. I I I thoroughly enjoy competing and I don't really have the nerves that I used to in the beginning. But when she competes, I can't I can't even You can't I can't function. So I say my I give my kisses and my good lucks and my, you know, you know, right before well before she goes on to the field because I actually don't even see her right when she enters the field because we kinda have our own little routine that we do, so
Dog number six comes along. As soon as I I know what that means for me, I go and find her. I give her a hug and a kiss, and the rest is on her. She heads to the car, she goes and gets her dog. And yeah, I tell Chad, like I can tell like when we're when I'm getting close. I'm like, okay, ⁓ see you later. Because he just stresses me out more when I see him get all worked up. I'm like, I don't need that. So I feel like I'm I get really nervous.
Lianne Shinton (28:58)
Yeah. Yeah.
Karly Brandimarte (29:05)
before I go on the field and and it's like I turn it off when I walk on the field because for me, I know that my dog my dog deserves to have the best version of me. And if I'm if I'm not there mentally, then I can't be the handler that he deserves. And so it's taken it's taken time and it's taken experience for me to I think like think like that because I definitely didn't throughout his entire career. But I mean in I think it we
kind of did the math. It was like two, it's been like two just about two years, a little over two years of him being in ring three, two and a half years maybe. And he's done nineteen ring threes, ⁓ which is a lot. So it's kind of forced me to, you know, breathe and and figure my life out. But I don't really have like a strict warm up. I I like to take him out, ⁓
Lianne Shinton (29:54)
Mm-hmm.
Karly Brandimarte (30:02)
I like to take him out usually like two dogs before just to go to the bathroom and like hope that he like poops and then I'm like, okay, well he pooped. You you learn that taking him out to warm him up is actually not what the dog needs. To go out and get him jacked up with a ball and a tug and doing those things is not what the dog needs. He's a dog that's you go and grab him, hey bud, this is what we're doing. Let's hit the field. Yeah. And it's hard because like we were explaining, he's a dog that, you know, all it takes is me to walk him and he's jacked.
Lianne Shinton (30:09)
yeah.
Mm.
Karly Brandimarte (30:31)
You know, he's super excitable. So I try not to bring him out too soon before I go on the field too, because I don't want him to get himself like already halfway tired. ⁓ so normally when I take him out like those two dogs before, I'll, you know, just do a little bit of obedience with him to kind of refresh his brain, let him go to the bathroom, make sure he gets a good drink, ⁓ make sure he's got some electrolytes on board, and then put him back in the car. I put a ⁓ back on track.
Jacket on him, and I really love those things. It's a big horse product, but they do make dog products, and it's supposed to warm up his muscles before he even really like comes out of the car. So I I I love that thing. I think it helps with injury and recovery and all that stuff. So I swear by my jacket, I bring it everywhere. Chad makes fun of me, but he's got his jacket on. ⁓ there's our kid. So Chad's gonna go take care of that for a second. ⁓
Lianne Shinton (31:25)
Ha ha ha.
Karly Brandimarte (31:30)
And depending on I try to one of the big things I definitely try to do is not have my car parked like super, super close to where the field is. Sometimes that's not really an option in France because the parking is like basically on top of the field. But for the final at least, we we tried to well, it was really, really hot too. It was like eighty three to eighty-five degrees. So I bought a massive Illuminate.
From one of the shops there to cover my entire van. Obviously, that's the one downside to coming from the US. We we already packed so much that I try to prepare to not have as many things. So I ended up buying that Illuminate. And it was funny because my dog doesn't even really need a crate. Like, but it was so hot I had to have the doors open. And honestly, he would stay in the car the entire time with the door open. Like he would never leave.
But I just didn't feel warm and fuzzy either with like people walking by. So I used that aluminette as kind of like a drape over so like nobody could see the back half of the car. And I had what was essentially like a soccer net that I bought off Amaz Amazon. And I just clipped it. He could have jumped over it in two seconds if he really wanted to. But that was his crate for the final. He was just loose in the back of the the van. Yeah. Yeah. He's really good like that. But
Lianne Shinton (32:36)
Mm.
wow.
Karly Brandimarte (32:57)
yeah, I I walk him out. and I I do like just I do a lot of like backing up, trying to like get his his hind quarter like ready for jumping and stuff like that. ⁓ but I don't do a huge warm-up because like I said, I I'm like very careful about just how long I have him out before he goes on the field. But with that being said, you get docked a huge amount of points too. If you're like not right there at the gate, they'll take your general allure.
You know, it's just points that you really don't want to lose before you even step on the field. So I think I was I put him in the shade and I was in the shade with him for like probably eight minutes before I walked onto the field. I always try to prevent him being able to like listen and hear the stick and the gun and all the things happening because it obviously gets him really geeked. But I feel like he's definitely a dog that is
He he knows he knows the game now. Like he knows he's gonna get to bite. ⁓ but he's gotta do his obedience first and he's gotta do his jumps. So he's not a dog that like tries to rush me through a program or like do things to kind of make it happen faster. He just he knows it's gonna happen and then when it does happen, he's like, All right. And, you know, one of the things that I feel like having competed, I'm kind of going all over the place now 'cause I'm like, okay, this and then this. So I know we're talking about warm up, but ⁓
Lianne Shinton (34:08)
Mm.
Karly Brandimarte (34:25)
One of the things that Chad and I have sat here and like we're waiting for the day and I'm hoping gonna knock on wood that it never comes, but competing that much in a short period of time, like I feel like the dog gets trial-wise, right? And he knows he's not dumb. He knows he's on a on a trial field. And I've had my fair share of trials where I've been like, okay, I I gotta go work this after. Like he for sure is he's getting a little bit too fired up on the basket, or you know, he's just
Lianne Shinton (34:36)
Yeah.
Karly Brandimarte (34:53)
Decoy hunting a little bit, things that we've had to kind of work through, like I'm sure many people do. But one thing I will say that has stood ⁓ very strong within him is his patience at the line. He has never once threatened to ever leave me at the line. And that's crazy. Cause I feel like most dogs get really buzzed on the line eventually, and they think about potentially leaving, but
Lianne Shinton (35:08)
Mm.
Karly Brandimarte (35:23)
He just stares at me the entire time. And I can tell like as the decoy gets further and the stick gets harder to hear, like I'll just see his like mouth start to like slowly close and he like holds his breath a little bit. But he's been he's been like super, super compliant on the lines, which I'm very, very grateful for. I'm like hoping that I never have an issue with him breaking a line. But ⁓ yeah, that's my rant.
Lianne Shinton (35:26)
Wow.
Then Wow.
Karly Brandimarte (35:53)
From
Lianne Shinton (35:53)
So I'd love that you gave us so great so much great information. I know there's going to be people listening that are newer and all of these little tips and tricks. yeah, definitely flying to Europe and not having access to your car and your crate and all that. You've got to figure it out and have a plan. And I would love to hear, like, just walk us through a little bit of your actual performance when you were on that field. Tell us about.
Karly Brandimarte (36:01)
Yeah.
Lianne Shinton (36:20)
some of those moments that may you probably blacked out for some of it and you probably remembered other moments of it. So please feel free to share.
Karly Brandimarte (36:25)
Yeah.
Yeah.
Yeah. So it was it was ⁓ an incredible moment. And it's different from any other trial that I've obviously done because you actually get to walk onto the field to go to the podium for like your like walk out with your team. And so I remember standing there and kind of like looking around me and just seeing my family, my best friends, my training group, and like just feeling like you're on top of the world. I mean, it's
You're you're no one without your team, right? And so I will stand by the fact that I've had the most amazing group of people and and ⁓ and help for getting us to this to this point. But walking out, it it was like it was go time. My my one friend in France who's been a huge help, Florian, who has been one of my Estros decoys, he he sent me a bunch of pictures after and he was like, We look like we're going to war. And I'm like
Lianne Shinton (37:29)
Yeah.
Karly Brandimarte (37:30)
Because we were, you know, kind of. And ⁓ so that was the the beginning. Walking walking out and not like going to compete right then and there was a little bit different too. Just okay, now I have to go walk up and stand in front of people, which was a little nerve wracking too, because everyone's just like listening to the speech that you give and and staring at you and your dog. but after that, walked onto the field and I think, you know, the first thing that that goes into my my head.
even before I I walked out was just making it through the routine because it was it was so hot and they decided not to split the routine. ⁓ normally with the temperatures that it was, they were surprised that the routine wasn't split. So I was just really praying that we were gonna hold out because it was it was really hot. ⁓ I gave them a ton of water and just made sure that I kept his stomach really wet.
Lianne Shinton (38:07)
Mm.
Karly Brandimarte (38:28)
with cold water. I gave him probably water every other exercise throughout the routine and it seemed to help. But always when I get on any field, whether it's it's the final or it's the selectifs or it's even a club trial, I'm like, all right, I just gotta make it through the jumps because he gets very, very excited to jump and sometimes he doesn't use all of his brain. So
As effortless as those jumps are for him, I feel like I can take a deep breath after I after I get through the jumps, especially the long jump. I feel like the long jump is the hardest jump in French ring. ⁓ that distance jump. I know you guys have it in in Mondio. So I had jumped him at four meters to start. And my plan was to go max, which would be four point five ⁓ after. And he cleared four, and then we went four five and he cleared four five. And I could hear cause
All of my team was like right there on the fence. I could hear everyone's like, Let's go. And I'm like, my gosh. I have to kind of like stay in my head too. I feel like throughout the obedience, I don't really worry. This is the most consistent he's been this year with obedience and stuff. He didn't lose a single point in obedience for the entire selectifs or for the final this year. So ⁓ I wasn't super worried. I think
Lianne Shinton (39:32)
Mm.
Karly Brandimarte (39:51)
The one thing that crossed my mind was, all right, well, this is the first field that he's gotten on that he's never been on, because even the selectifs, you know, there's there's no open field, but you can you can go, you know, the week of and get on the field and and do some training. And obviously you can't do that for the final. So just okay, doing a send-away on a field that, you know, the dog's never been on, a blind search, the field's really, really big for the final. ⁓ but
Chad reassured me at that point. He was like, I'm not worried about your send-away. I'm not worried about your blind search. Like your dog has ran on the most wonky fields in France with trees and clubhouses. And this is the most straightforward field he's probably ever been on, other than, you know, our fields, which are probably the closest thing to things to perfection here for French ring in the US. ⁓ but once I make it through the obedience and then I just like
take another deep breath and I'm like, hey, this is when the fun stuff happens and this is where a lot of it is still in my control, but also a little bit out of my control. So, ⁓
Pretty much I know my dog's gonna do what he's gonna do throughout the bite work and I just need to make sure that I blow the whistle at an appropriate time for the stop attack. And that's once the stopped attack is done, I also feel like all of my stress kind of just goes away. I don't know, anything else that you can that you can think of that we worry about for him, but really it was it was
Lianne Shinton (41:07)
Mm.
Karly Brandimarte (41:24)
I tried to really enjoy the moment because I A have never competed in the final and I don't know if we ever will again. So it was like I'm gonna I'm gonna do what I can to keep calm and and just enjoy the moment, but also to do the best that we possibly can because going into the final, my dog sat the third highest average going into it. So I I knew that we could do well.
Lianne Shinton (41:28)
Mm. ⁓
Karly Brandimarte (41:53)
I knew that we couldn't win the championship, based off of the French rules, but I mean, Chad had even said he's like, You play your cards right, you can win everything, you know, not by their rules, but technically he was the dog that obviously had the highest average at the end of the final as well. So
Lianne Shinton (42:14)
It sounds like everything went according to plan. It sounds amazing. It sounds so inspiring.
Karly Brandimarte (42:21)
I don't think there ever really is a plan. So it's like when it goes well, I'm like, okay, perfect. It went how I knew it could go, you know, but but there's so many variables, especially as much as he's a compliant dog, he's a dog that's very easily overstimulated and really, really jacked to do everything. So sometimes it's, you know, his own intensity and stuff that kind of bites me in the butt.
Lianne Shinton (42:24)
Yeah.
Karly Brandimarte (42:49)
But ⁓ with maturity and kind of figuring out what works for him going on to the field, I feel like I'm I don't really worry about the same things that I worried about when he was two years old, you know, first and new in in ring three. It's it's been a growth thing with him for sure. ⁓ and I feel like his head and his, I guess just everything is the best it's ever been. I feel like there's a magic number in the age, ⁓ age of five. Five yeah.
five years old for a dog, I feel like they're they're just everything just clicks and it makes sense for them.
Lianne Shinton (43:24)
I hear that. Now, Chad, I have a different question for you because with Karly, we're more digging into the actual ⁓ performance in France. But for you, since you've competed so much, I would love for you to share like what is something that advanced handlers like yourself do that maybe a beginner might not even notice or realize or think about.
Karly Brandimarte (43:50)
I think
Part of and again, everyone's different, but this is what I what I tell people as well is that obviously for a beginner or more of a rookie, first-time type of a handler, is that they are so worried about what the next exercise is. And and people will write it on their hands and they'll write it on paper, and some people will
Lianne Shinton (44:15)
I do. Yeah, I do that.
Karly Brandimarte (44:16)
will put it in and in their pockets and stuff. And that's great. And I know there's some people that they want to know, especially in Mondio, when you're allowed to cue certain exercises, you want to know when those exercises are. But as we know in French ring, we're not allowed to do that. So I see that's in French ring specifically, I see that's where it actually gets some people into trouble is because they are so they get almost neurotic of just worrying about what the next exercise is. And I tell everybody, listen, take a step back. There's a reason why you have a deputy judge on the field. You have somebody that is going to lead you.
Lianne Shinton (44:22)
Yes.
Karly Brandimarte (44:46)
And tell you what the exercises are because it's okay. You don't have to remember all of this. And people just get so just so fixed and so worked up over that that they honestly send themselves into a downward spiral. And so I tell people, go out there, plan it out in your head what you want to do. And if you forget something, it's okay. Ask the deputy judge. That's the reason why he's out there. They're out there to help you. They're not, they're not there to try to get you to fail or to ruin your day. They're out there to to communicate what it is that you need to be doing. Let's just hope when the exercise
comes about that your dog does it the way he's supposed to. But that I see that really gets a lot of, you know, rookie handlers, they get they all they overdo it in that sense where they just get so worried about what the routine is and they memorize it and man was a stop attack before this and what do I do and this. And it just it's like it it doesn't matter. You're gonna go up to the prep line. You're gonna take a deep breath. You're then gonna have your deputy judge tell you what the exercise is. You're then gonna leave your prep line and go to there. You're gonna have time to take a deep breath.
strategize everything that you're gonna do in your head when you walk up to that start line and you're gonna make it happen, you know? And I I feel like just that little piece of advice has helped a lot of people that I that I've worked with and and people that always ask for advice. ⁓ obviously much easier said than done because nerves are nerves and everyone handles nerves differently. there are the people that like you had mentioned, they're the people that literally black out and they're like, I don't even know what I just did. But I think it was good. I think I think it was good. Like I I think it went well. ⁓
Lianne Shinton (46:09)
It's also me. Yeah.
Karly Brandimarte (46:15)
But for me, that's probably one of the major ones that stands out is is again easier said than done. Take a deep breath. But really I'm the kind of guy to where right before I go on the field, it's kind of like her too, like she was just mentioning. I, as much as my team and my family and everyone that's there is important to me, that's I start reaching a point like for me, because of how technical I get in my own head, I start kind of fading out about an hour before I'm about to get on the field. I start kind of fading away from everybody.
And no disrespect, but that's just my routine. I go away, I get in my own mental space. Like I might even listen to my own type of music, whatever I'm doing. I'll spend a little time with my dog, have a little little conversation in the back of the car. All right, buddy, let's go out, let's do this. And that's it. I turn everything off because I don't need the distractions. I don't need, you know, you know, I don't need people sitting here, don't worry think about this and don't forget about that. And like, nope, I'm I know what I'm doing. I need this time for myself right now. And then when I get off the field, then we can resume our party as as normal.
Lianne Shinton (46:45)
Mm-hmm.
Karly Brandimarte (47:15)
normal normally scheduled. But until then, I I just really take my own time to find out what works best for me, paying attention to when the next dog comes off the field, when I'm getting ready to walk onto the field. I really just slow things down to where I'm not caught off guard because that's also a big mistake I see people make as well is that they they don't they don't prep appropriately to where they're short on time. And now all of a sudden the judge is honking the horn. Where's the next competitor? And then if you do that, where you think your brain's at for the first 15
the entire routine that you're on the field, your your brain's gone because you're stressed out because, you know, you you ticked off the judge or you were a little late to come onto the field and and and I don't know how it is in Mondial, but in in ⁓ French ring they rewrote the rules twenty twenty three that now if you're even remotely not ready to come on the field you're losing two points general allure right off the bat.
Just for that. And that also stresses people out to where now they're don't want to lose those points and now they're sitting at the gate waiting, but then they have a certain type of dog. It's now getting jacked up when the protection work's going on. And now they came out too soon. So again, you really gotta know your dog and find the balance of what that routine is before you walk onto the field. And when you walk onto the field, you have to say, Listen, I'm walking down there like I have the optimistic mindset of knowing I walk on that field, I have 400 points. Like really, I walk on the field, I have 400 points.
I'm not okay, let's see what I can screw up. Like I gotta stay optimistic. I have four hundred points and what we do from here on out is gonna determine my my final score. I'm gonna slow down if I need to take a deep breath, if I need to give my dog water. Again, people need to take in consideration that you're allowed to do those things all within within reason, right? Obviously they'll there's there's deductions for like training on the field and things like that that they'll happen. French ring if it's you know something's excessive or you're trying to do engagement drills with your dog in between exercises, but
I think everyone kind of understands my point of take your time. This is not a rust event. ⁓ I tell every single person that works with me for the first time, and I'll usually, okay, let me watch some of your obedience. And then after we're gonna have a conversation. Do it what you normally do, and when you're done, we're gonna have a conversation. And the first thing that I say to everybody after is what? Slow down. Slow down. So first thing I told Karly when she started training with me, the first thing I said, her healing routine with her German Shepherd looked like an IPO.
Lianne Shinton (49:27)
Mm.
Karly Brandimarte (49:34)
Just, I mean, she was off for the races. She was flying. And it very pretty. But guess what? French ring doesn't score based on that. They score based on where the dog's head is and relevance to your knee, the position of the dog. And that's it. It's not a it's not a race. Slow down and being able to slow down will help your nerves. If you're a nervous person, it will one hundred percent help your nerves if you can take that extra time and you don't need to rush things. Things do not need to be done fast. Things do not need to be done the way people think they need to be done.
And that's what gets them into a tiffy. So, yes, people want to make a bumper sticker for me. It says Chad Hunter says slow down, but that is my biggest piece of advice is slow down. I walk up to my line, you have we have a prep line and a start line, just like you guys do in Mondu Ring. I walk up to my prep line, I tell my dog to sit. I doug one Mississippi, two Mississippi, I tell my dog to stay. I then look up at my deputy judge and say, All right, what are we doing? They tell me what we're doing.
Lianne Shinton (50:07)
Yeah.
Karly Brandimarte (50:32)
As soon as they tell me what the exercise is, okay. Next exercise is your send-away. I then take a deep breath. I look down at my dog. I tell him to heal. I walk up to my start box. I let my dog take his position, which is always going to be a sit if I stop. Once he sits, I then tell my dog to lay down, which is my position for my send away. Once my dog lays down, I take another second and a half. I do my separation. We have to sew separation with our dogs. And that's it. And I did all of that in
A 15 second time frame when most people tried to do that in less than five seconds. And you're jacking your dog up, you're moving too fast, you're doing these things. And when I just do that and slow down, it just helps me immensely. And I see how much it has helped with the dozens and dozens of teams I've worked with and helped now. Like, yeah, no, it's this is not this is not a race. Like, we don't have to do things as fast as we think we do. And slowing down actually does help immensely. So, yes, slowing down.
Lianne Shinton (51:08)
Yeah.
Karly Brandimarte (51:28)
Knowing your routine when you come onto the field, what what's gonna work best for you and your dog, and just really knowing where you need your head to be at. If you're the person that you can walk out with your team right there and have the best moments and laughs and memories up until the moment you walk on the field, then great, more power to you. But that's a little different than the way my mindset is because I need to be able to focus on what I'm about to do. And especially playing at the high level, it's it's it's it's a lot, you know. Brevets brevet, a brevet for a dog is is a lot of work.
And as we know, as we go into the higher levels, especially going into level three, it's it's it is a whole different it is a whole different ballpark when you get to there. And it's like, whoa. So
Lianne Shinton (52:01)
Yeah.
What's what I found really interesting was slow down is a a great, you know, suggestion for folks. But when you actually started explaining it, I think like Karly and I went into like a methodical like state of like it's it almost felt like you know you really were helping us all slow down. ⁓ so I could see where you would be just such a great leader to help like as a team leader or as a a coach.
Karly Brandimarte (52:20)
Stop.
Lianne Shinton (52:33)
because I mean I was like, we gotta slow down, Flirty. We better slow down. ⁓ can you guys share? I'd like to hear from each of you on what you think it takes to make a great teammate. Because I know that what you guys went through was very, very stressful. And you've got to know how to be patient and and forgiving because we're all like freaking out. So what what does it take to make a great teammate?
Karly Brandimarte (52:47)
Yes.
Well, it's one thing to be a teammate, but to have your significant other as your teammate is also a whole nother level of it. ⁓ I
Lianne Shinton (53:09)
I'll just tell you, my
mine has never even seen me compete. He's never been to a single competition. I didn't allow it. So yeah, you guys deserve you guys deserve an award.
Karly Brandimarte (53:15)
wow.
And sometimes I wish it could be that way.
Sometimes I wish it could be that way. Yep. ⁓
Lianne Shinton (53:24)
Yeah, it's it's tough.
It's tough.
Karly Brandimarte (53:27)
So one thing I'll I'll say and this and this actually will mean a lot to her when I say this, but one thing that we learned in the very beginning of our career together is again, this is this is part of what made us really the the the picture perfect team, is that I'm the type I'm the type type of guy, like we always kind of make jokes, but it's kind of the truth in a sense where she does the obedience, I train the bite work, right? I'm the guy in the bite suit.
I'll I'll train your basket. I'll get you 30 points. I'll do all this. We'll do this. You do your obedience. Cause let's face it, like I love the obedience. I love that stuff. But that's what she is phenomenal at, right? I've done very well, had great success with my dogs, obviously in the past, but she is incredible when it comes to that stuff. Just taking her time and nitpicking things and just doing all this, the the precision, the same stuff that I do in the bike work when I'm in the suit for a dog. And that's where, that's where I feel that I'm incredibly, incredibly valuable to the teams I work with, is that.
my knack for being able to be so precise of how things need to be done the suit is the difference in everything, especially the level that we've competed at. But what she told me in the very, very beginning of our relationship, five years now, is she would go on the field and she would, I I would say, okay, go do your obedience and I'll come out and I'll throw on the suit and we'll work some bite work. And that lasted literally for a week and she came in and she sat down, she had a conversation with me. She says, Listen, here's the deal. She goes,
You have a lot more experience than I do. You've been doing this lot more than me. And if we're gonna be this team, I need you to be there for all of my training sessions to be able to just tell me if I'm doing it right, tell me if doing wrong, like just break things down and like just be there for that, you know. As much as the obedience stuff is not stuff that I get like overly to the moon about, as opposed to the bitework stuff, like I keep saying. But like from that point on, like she'll tell you, like, I've been to every single one of her training sessions that she's had. I watch, she'll wait for me, I run the horn for her.
We break it down, I tell her what I wanted to do different. And that that honestly is like finding that balance between the two. Like we've we have like we have not even had a single hiccup other than the typical, I told you this, I told you that, screw you, screw this. Yeah. Kind of like a kinda kinda kinda like a ⁓ an episode of Yellowstone where it's like ⁓ where it's like, you know what? Screw you. I love you, but screw you. Yeah. Right? I love you, but screw you. Right. Let's ⁓ so
Lianne Shinton (55:38)
Ha ha ha.
Karly Brandimarte (55:51)
There's ⁓ yeah, you could you can only imagine, especially with the selectifs and the success that he had in France and things like that. There's just so much pressure on me, you know, because at the end of the day, obviously it's her and her dog, but it's like it's it's my training, it's me in a suit, it's me doing everything to get this dog to where he's at. And certain things that she does, I'm like, don't do that. Come on, we had this conversation, we're not doing that. No, I'm doing this. We're gonna we'll talk about it later. It's just like it's it's it's a lot for sure. But to just to have that.
That mutual respect and and really like, okay, you know what? Maybe right now we go and have a sit-down conversation in the car, like we've had a few times, and say, like, listen, this is this is she'll tell you how many times I've had to talk her off the ledge when it comes to her dog and him getting hurt. Your dog has a broken toe. He's got he's got three other toes on that foot. He's gonna be just fine, right? We're gonna wrap it. He's gonna get by in life, he's not gonna die. We're gonna do all these things.
We're gonna compete him. He's gonna be just fine if as long as we wrap that foot. Like just just little things like that that just that that we have to be there for. And and it's and it's hard. It is not easy in the slightest, especially being a significant other, you know. But it's kind of the same thing with my club now. And I tell everybody, there's a reason I have a very small club now. I used to have 25 dogs in my club 10 years ago, and now now we're down to I think we have less than I think we've got eight, nine dogs in our club right now.
Lianne Shinton (56:55)
Yeah.
Karly Brandimarte (57:19)
There's a reason why I have a small club because my mindset and the way that I do things is like I'm very precise. I do this because, yes, I want to win. Obviously, I want to have fun. This is a hobby of mine, a passion of mine, but I've been very successful with it. And when I know what the finish line looks like, obviously that's that's what you want. That's what you shoot for. So my training philosophy is a lot different, right? For the people.
That just say, I'm just, you know, I just wanna try I just wanna try to get a brevet with my dog. Okay, that's fine. I I'm all for that and I will help you for that. But when you come and work with me, I'm gonna break things down in a sense to where like I'm gonna regardless if you do a brevet or you end up going to ring three or you just try to attempt for a brevet. My mindset and the way I do things is is is very particular because I promise you, whether you jump on board right off the bat or you learn to adapt to it, I promise you you will you will you will make out in the end. But
I'm I'm a little bit more, I guess you could say, I don't know, intense, direct with people. But at the end of the day, people come to me like, man, I've got Chad's voice in my head and I have not made those mistakes since he's been he's been telling me those things, you know, and it's like I don't it's hard. It's hard because I gotta find the right balance with with some people too. Cause I really want to help them, of course. And but there's also conversations I've had with people. It's like, hey guys, like what what are
Lianne Shinton (58:29)
Mm.
Karly Brandimarte (58:47)
What what do you I have to ask you a question, really? What are you doing here right now? Because there's some people it's like they're it's like they don't even want to compete, I feel like. It's like what why what are you even doing this for? Like you're over here screaming and you don't I don't even think you really want to do this, you know? And sometimes I have to have those conversations with people too. It's like, yeah, like I don't know, my breeder just wanted me to do this. I don't really like this. Okay, well then have that conversation with yourself and let's figure that out, you know? But it's been ⁓ it's been a process for me too. I've I've my ways to
evolved, especially the last six, seven years that I've been real, real heavy in the sport. ⁓ with just kind of how I go about things. But people come to me because they know they know what they're gonna get when they work with me now because I've I've kind of built that reputation for myself for a little while now. It's like, hey, wanna fix things, we're gonna clean stuff up and we're gonna we're gonna go from here to here. Let's go. You know, I might I might hear some things I don't want to hear right off the bat, but in the end, we're gonna we're gonna get it worked out and and ⁓ it's it's gonna be
We're gonna have success.
Lianne Shinton (59:48)
And you mentioned that you've you've come down to a very small member ⁓ count in your club. So in working with you for people that work with you, maybe lessons or in your club, what kind of qualities do you look for in people that you're gonna work with, that you're gonna surround yourself with and help them to grow?
Karly Brandimarte (1:00:09)
I think that's a wonderful question. I think that's one of the best questions. And I'm glad you asked that question. Because that is what separated me from what I did things, how I did things 15 years ago. 15 years ago, when I first started started getting involved, it's cool, you want to do French ring? Perfect. Join the club, let's go. And then I realized is that there's several different types of personalities of people, people with different goals within your club. And that's fine. That's what makes the world go round. But really.
really being able to see people that have the dedication and the commitment. you you you just know, especially if you're if you're involved in the smallest bit of dog training or you're a super advanced handler and trainer, like you can just see, like for instance, when you work with a client, you know the first session you do with that client, man, this lady's this lady's gonna pick up on this. She's she's she's gonna do well with this. Or boy.
I gotta really I gotta really work with this gal and l let's let's hope she can figure things out. Let's let's hope when she comes back here in three or four weeks to work with me again, let's hope that she can even get her dog to walk on the leash the way I want it to, let alone be able to just communicate anything to the dog. Right. So for me, people that come in, and that's kind of what narrowed down my my club, is that people had the same mindset as me of saying, like, you what, I wanna do this. Maybe I'm not gonna be a champion, maybe I will.
But I want to go into this and I want to do the best I possibly can. And the people that come into it with that mindset, it's like, listen, I I wanna, I wanna put all this because let's be honest. We don't do this because, you know, and and and and again, getting kind of into the some of the theories of things, but a lot of people say, I I just wanna pass. But at the end of the day, come on, let's be honest. We've all said that, but we all know we do not commit.
Lianne Shinton (1:02:00)
Yeah.
Karly Brandimarte (1:02:00)
Three days a week of training,
absolute sacrifices for your family, babysitting, the money, the gas money, the time you spend traveling and driving in a car, the time you spend sitting around a field just for your dog to get work for ten minutes that day. We don't do that just because we want to pass. We don't. That's that's not No. No. And if you're saying you do that for fun, you're you're off your rocker. Like you There's other fun activities you can go do that's kind of stressful. Yeah, for sure.
Lianne Shinton (1:02:15)
Yeah, or just for fun. I'm just doing this for fun, no.
Yeah.
Karly Brandimarte (1:02:28)
So, but when people come to me and and like, here's here's what what I've seen in people that I've worked with especially the last few years. I'll get people, I'll get teams. I got a team a team last year that came to me and says, Hey man, my my my basket is a mess. My dog just does not have a good understanding of the object guard. He just does not. And I said, Okay, this is what we're gonna do. I did some sessions with his dog, cleaned it up. He spent about 10 days out here. We did this, this, and this, and this. And I said, You're gonna go home.
You're gonna work exactly what I just showed you now, this all this progression that we've made, and you're gonna send me videos. I cannot tell you how many albums I have on my phone of people that do shared video albums with me now because they send me every time they do a train session just to validate, to make sure that the things I've given, the tools, those are the people that I will go out of my way for until the end of this earth. The people that
Just they they want to progress, they they they take the the the constructive criticism, they they work on things, they change things, they they ask the questions, they wanna make it better, they wanna fix it. Like those are the people I'm a sucker for. Like she'll tell you, like she'll look at sometimes, she's like, I don't why why are you why are you doing this with this team? Like we we don't even know these people. Like why are you helping them so much? I said, because I have a soft spot for the people that that want, but also for me, that's that's what makes me a competitor.
In a lot of ways, is because I want these people to be on the field with me. I want to compete against these people. Because at the end of the day, we're we're we we can all be a team and work together. But at the end of the day, it's like, yeah, we're we're in competition. Like I I want I wanna see the best dogs. That's why we went to France. I want to compete with the best dogs in the world. And that's why we went there. And if I can help people here, I wanna see the best people. I wanna see the best dogs in competition. I want to see that dog do well. I want to do see that dog succeed. I want to see that dog.
And as much as people think I'm crazy when I see this, I wanna see that dog beat me. Cause guess what? Now I gotta go back to my drawing board and realize that I'm only human and that what can I do to even get better to make those things, even with as much experience as I have. Right. That's what that's what motivates me all the time. And people, you know, make jokes, all you do is win and you just every time you walk on the field you win. No, people don't understand the amount of failure I had in the beginning of the sport. I I I could that's a whole nother podcast. The amount of failures I had.
In this sport getting and that's where once I tell people that story and how I evolve from that and how I change things, people are like, my wow, this guy is this guy has literally done it all. He didn't just start training dogs and go right to the top of the podium. Like, no, he he he actually worked to get to that point, you know? And once I find and surround myself with people with that mindset and they come in, it's that's it. I'm I'm I'm all yours. I'll do anything in the world for you, I'll help you to the end of time.
But the people that, you know, hey, ⁓ what ⁓ you know, what let's work this defense with this dog today, defensive handling with your dog today. Okay. But do the defense, okay, why why is the dog still doing these things? well, you know, my, you know, ⁓ this happened and my dog ate my homework or whatever, whatever excuses are. And the people that have excuses of of of why they can't listen, I get it. We've all got lives. We've all got families, kids, businesses. We all have lives outside of this.
But the people that have excuses, continual excuses, are the people that unfortunately it's hard for me to hard for me to make the time for those types of people. Because at the end of the day, with all due respect, it's a waste of my time. You don't you don't want what you don't want what we want. You don't want what you think or you don't think you want, if if that makes sense. It's like you need to you need to figure out what what you're doing. Go back to the drawing board and let's figure this out. But I I'm working on the same thing with your dog six months ago.
What we're working on today. We have not progressed at all because you have not applied any of the things that I've been able to help and give you. And stuff that you could just do in your basement at home when there's four feet of snow on the ground. And you're still not working or addressing these issues. And it's hard for me to help you when we're not progressing. So.
Lianne Shinton (1:06:09)
⁓
I I
really like what you said about how you know you you've had failures. And that's I think how we evolve ⁓ in business with our dog sports. You know, you gotta get kicked in the face, especially right before the championship. Bring it on. Make me make me have to work for this. Because if I pass a bunch of trials and then I go into the championship thinking I'm all that.
probably gonna be in big trouble. So yeah, I think it's it's good to get kicked in the face, even with business and life too. You know, you when you fail and you lose things and then you have to work and you really appreciate how hard you have to get to get there. I totally get that. So I that was great. I did want to ask you, Karly, that question that I'd asked Chad. What makes a great teammate?
Karly Brandimarte (1:07:17)
patience. I feel like patience is a huge one. And I feel like, you know, he he did a lot of explaining for, you know, the beginning of our our relationship and training. And and I I definitely needed a lot more guidance than I probably wanted to admit. As much as I'm capable of teaching obedience, I didn't know and understand.
The specifics of the rules. And that's what makes you a very good handler in French ring is understanding the rules because you can cost your dog so many points. And I didn't want to do that for my dog. And I, you know, to the extent of what I obviously can control, and there's things that happen, but I needed him and his expertise on a the fact that he's a judge and he knows the rules.
But also his experience and being able to ⁓ to kind of be like, hey, be careful, you're doing this. Like even as something as silly as dropping the sock for the scene retrieve, you know, ⁓ how I prep my dog for getting into the boxes, you know, Chad Chad will he'll joke, like people will have people that have never actually like
trained their dog to get into a spray painted box will have a hell of a time trying to do it the first time they try to do it in a trial. And and it's so accurate because there's just so many little things about obviously French ring and I'm sure Mondio ring as well that really make or break you and and your dog when you're when you're competing. And so as for the the the aspect of being a teamy, I have
Really, really learned so much from just the the rule aspect of things and how to prep my dog for certain exercises, following, following exactly what he's done. I mean, obviously my obedience is my obedience, but my my prep lines to my starts, how I walk on the field now is literally all taken from him. And I will give the credit where credit is due. We definitely bump our heads and I feel like now.
I know a little bit more. So sometimes maybe I'm a little bit more bold in putting my foot down if he tries to tell me something. But we we've both grown, I think, to adapt to each other. Chad obviously is probably the most accomplished person in ring sport in the USA, right? With with all of his accomplishments. But I can now, if he's doing something that I'm like, he can't do that, or he's just getting frustrated because you know, we we all do. I can
Look at him be like, stop. Don't do this. Go take a breath. We'll come back to it. And he'll actually listen to me. I don't think he would have done that five years ago when we first met in the slightest, but I absolutely can tell him to knock it off now and to like pay attention and and you know, as as for he can do this to me, you know, to an extent. We both we don't like that we can do that to each other, but we we listen, you know. So I think being able to adapt.
Lianne Shinton (1:10:07)
Mm.
Karly Brandimarte (1:10:26)
makes you a good teammate. ⁓ you know, I think in general, you know, he he hit the nail on the head with it. Okay, being a teammate is difficult, but also being a significant other in that as well. But even even my club members now, I mean, my really, really good friend Summer, she's a phenomenal, phenomenal handler. She's won the NARA championship with her dog Gus.
⁓ she's got a son of maestro now and he's very different from her old dog. And I feel like in the beginning I I even though I've accomplished a good amount in the sport now, they're still like, Well, okay, you know, I don't want to step on toes, but I can also see the things that she's struggling with with this dog because it's very similar to what I dealt with with maestro and it's a son of him, you know. So it's
Lianne Shinton (1:11:17)
Yes.
Karly Brandimarte (1:11:17)
It's
we've all kind of come full circle in that none of us take offense in our team if I go up to her and tell her something, even though you know, up until a year ago, she technically had more experience than me, you know, with with this sport. And it's not an ego thing. It's, hey, I'm watching your training. You're watching my training. I'm seeing things that you may not notice you're doing. And I think that finding a group of people that you A get along with really well, but
Like Chad said, your training kind of aligns, like your goals are the same, is very, very important because you're just not going to get where you need to be if, you know, some of your club members are, I don't want to say but like half assing, you know. It's we all have to have the same the same goals. And that's I think really where you kind of set everyone up for success. Yeah, the the and again, just to generalize to elaborate on that.
as far as goes with just not even just her and I as a team, but just a team, a club in general, is is just the just the involvement. Like in other words, I I I I know, like my my club knows, even though one person's running the horn, I've got six other people out there. Everyone needs to be up front, involved, paying attention to what's happening, asking questions, being on deck with their dog, that type of stuff. And and that that right there is what also how I can get a very, very good gauge of
Lianne Shinton (1:12:31)
Yeah.
Karly Brandimarte (1:12:43)
Who's really in this and who's not, you know what I mean? You get the people that go up and they get their dog worked and then it just turns into social hour. Okay, that's great. But that that doesn't that doesn't work with what I'm doing. You know what I mean? And those are the people that need to be on board. And everyone needs to be held accountable and have to understand that they have the parts and necessities that they need to abide by as well. So for instance, we work on this today. Perfect. Go home and read the rule book.
Lianne Shinton (1:12:46)
Yeah.
yeah.
Karly Brandimarte (1:13:12)
And now these things are gonna make much more sense to you. And next week when we work on it, we're now gonna reapply it this way. Or again, it's it's not just a one-way street. Like you gotta do your part. You gotta go home and work on these things with your dog. Change the positions we're ch we're working on with this dog right now in our club. Like that's not gonna get fixed by coming out to club twice a week. You need to work that every day at home, if not twice a day, and create a five, ten minute session out of this if we wanna get past this point. ⁓ and
If those people and I know and and and I I say it in the pet dog business is that the best part about any dog that I work with or any dog I do follow up with outside of the business here, or excuse me, after they go home from a board and train or lessons, whatever the case is, the dog will always tell me if you've done your homework or not. The dog will always give me the truth. Like I'll I'll always see it, whether you think you've been working or not, I'll be able to see in that dog of what you've actually been applying and what you've been doing. And that's big. And that's that's that's how
My team has evolved and I'm very proud of them for it. Sounds, you know, some people will listen to me have this conversation and like what I just chatted about with you a couple minutes ago. And some people go, man, that guy's way too intense for me. That doesn't even sound like fun working with a guy like that. But again, w w you need to take a step back and reevaluate. Like, what do you understand what you're doing? You are competing in martial arts for dogs. Do you think that this is going to be easy? Do you think there are going to be rough patches? Do you think that there's going to be
some headaches along the way. Do you think there's going to be some outstanding victories along the way and success and champagne showers and all that fun? So sure, you can get a balance of all of that. But I w for as much success and going back to what I was saying earlier, as much success I've as I've had, I can guarantee you I've probably had just as much, if not more, failure, believe it or not.
Lianne Shinton (1:14:59)
Excellent, excellent. I wanted to go into some rapid fire questions. So this is like a lightning round, and I'd like to hear from both of you. So some of them will be front ring related and some of them will be fun. but the first thing while we're kind of into the still a little bit of the front ring and just trying to help people be successful, one word that defines success.
Karly Brandimarte (1:15:31)
Tenacity.
Lianne Shinton (1:15:35)
All right, best I I I'd say Karly won that round. I love that answer.
Karly Brandimarte (1:15:35)
Gotta do a big. ⁓
For sure. I was like, yours might sound
like a smarter word, but at least mine was like I'm like, all right, it's rapid fire. I gotta think quick. I'm not rapid fire, I'm over here choking on my tongue.
Lianne Shinton (1:15:50)
All
right. This one it might be a little harder. I don't know. Best advice in six words or less. So best advice in a few words, basically.
Karly Brandimarte (1:16:01)
How you hand that's not like eight words. Six words. ⁓ put the time in. Success is based on how you handle failure. That's more than six words. Success is based on how you handle failure. Seven, eight words. my gosh. Okay.
Lianne Shinton (1:16:15)
Close enough, close enough. I think we're
good. All right. Favorite exercise to train.
Karly Brandimarte (1:16:21)
Object art.
Retrieves.
Lianne Shinton (1:16:27)
Mm, least favorite.
Karly Brandimarte (1:16:32)
Positions
Lianne Shinton (1:16:34)
Mm, I'm with you there.
Karly Brandimarte (1:16:39)
Come on, it's a speed round. I know. I'm just I'm thinking about too much. search and escort. Search and escort. Yeah.
Lianne Shinton (1:16:47)
Everyone says positions. Really? ⁓
I love that one. No, it's positions. Everybody says positions. ⁓ favorite decoy.
Karly Brandimarte (1:16:53)
Mm.
Trial or training? Training trial deploy. Trial deploy.
Lianne Shinton (1:17:04)
They're both different. Yeah, w ⁓
okay, trial decoy.
Karly Brandimarte (1:17:09)
⁓ Phil Rider. Adele Sadi. I was doing just USA. ⁓ Sorry.
Lianne Shinton (1:17:17)
I I gotta hear training decoy though, 'cause it is different. You're building the dog up more.
Karly Brandimarte (1:17:22)
David Broderick or my husband. I have to say my husband because he'll get offended probably. David Broderick. David Broderick. You can't take mine. We can have some.
Lianne Shinton (1:17:28)
⁓ I'll say David Project.
Ha ha ha ha ha.
⁓ all right, hardest exercise to train in French ring.
Karly Brandimarte (1:17:41)
Object guard.
A or search and escort, I would say, too.
Lianne Shinton (1:17:44)
And it's your favorite.
Karly Brandimarte (1:17:53)
That one takes a long time.
Lianne Shinton (1:17:53)
most
most underrated piece of equipment.
Karly Brandimarte (1:18:01)
Most underrated piece of equipment. Flexi. I was gonna say a leash. A flexi. Yeah, I was gonna say a leash. I hate flexies more than you can ever imagine. But for what I use them for. Yeah, object car, defensive handlers, retrieves, positions, all those things. So many things I use. Just opposition. Chewing. Yep. Yeah.
Lianne Shinton (1:18:04)
Yeah, you can Okay.
Object art.
Like for the opposition with the fl
yeah, yeah. Stabilize. one training myth you wish would disappear.
Karly Brandimarte (1:18:40)
⁓ gosh, why does my brain go here? ⁓ you go first. I'm trying to think of ⁓ That people that are successful in the sport only do well when they compete on their own home field. ⁓
Lianne Shinton (1:18:59)
Good
one. She's really good at this rapid fire.
Karly Brandimarte (1:19:03)
Yeah, I know. I could I would have said it faster, but I'm like, do I wanna say it? It might trigger some people. But I decided to say it anyways. ⁓ Training myth. ⁓
Lianne Shinton (1:19:12)
It can be a disadvantage because the dog, you know, they've had other types of repetitions on their home field.
Karly Brandimarte (1:19:17)
My my my d my dog now,
actually her dog and my dog now, our two dogs now, both in level three obviously, the worst training sessions they ever have is on our home field. Always. Even trials. I feel like they don't do well on on our home fields.
Lianne Shinton (1:19:28)
Yep.
Karly Brandimarte (1:19:34)
I'm trying to think of a trending myth still. my gosh. We're gonna be here for another ten minutes and it's not a speed round anymore.
⁓ I I'm thinking on something along the lines of of it's kind of more of a general, not necessarily training, but like myths of people that, you have to have ⁓ a dog that does X, Y, and Z in order to do this sport, you know, like like ⁓ like I've seen people that have done wonders in this sport with a dog that doesn't have the same qualities or things, but they have outstanding training. You know what I mean? So it's like you have to have this in order if you want to compete in French ring. Yes, it helps, but
Lianne Shinton (1:19:44)
All right.
Karly Brandimarte (1:20:11)
Believe it not, you have very good training. I've seen dogs that probably should have never made it past a ring one do very well in ring three because they have some outstanding training.
Lianne Shinton (1:20:20)
Like maybe a border collie doing Schutzend. W wasn't that your first intro into the sports? One P I bet. One piece of advice for someone entering their first trial.
Karly Brandimarte (1:20:24)
Yep. Yep. Yep. I stuck out like a sore thumb.
Already know what he's gonna say. What am I gonna say? Slow down.
Lianne Shinton (1:20:40)
Slow down.
Even I know that.
Karly Brandimarte (1:20:45)
Go down. ⁓ I would say don't put a time frame on when you feel like you need to step on the field. Cause I feel like a lot of people, like it says in the rule book, your dog has to be one year old in order to compete. And then I feel like feel like people get in their head, they're like, My dog's gonna turn one. I have to go compete it. There's plenty of people that don't step on the field until their dog's two years old.
Lianne Shinton (1:20:56)
Good advice.
Karly Brandimarte (1:21:12)
Or four or five or six. Two, three, four, five, six. Don't rush, don't rush it, I guess, is my advice. You still gonna Slow slow down. You're gonna okay. Yours is slow down like when you're competing, like on the field. No, but also right before you step on the field. Yeah, I guess slow down. Slow down on the field and slow down to to get on the field. Yeah.
Lianne Shinton (1:21:22)
So down yeah. Yeah.
So down. To get to the field, yes.
All right, last one, and I love this question. One word that describes maestro.
Karly Brandimarte (1:21:49)
I was gonna say Unicorn. Yeah. Unicorn. I was gonna say big heart, but that's two words.
Lianne Shinton (1:21:55)
That works though. I love it. I love it. Cool. Cool answers. ⁓ well, can you share before we wrap up how folks can reach you at Hunter Key9?
Karly Brandimarte (1:21:57)
Yeah, unicorn, a literal unicorn.
Yep. So ⁓ my Instagram handle is Hunter K9. I there's two. There's one for the pet business. Hunter K9 spelt out. And there's Hunter K in the number nine. That's my personal ⁓ handle on Instagram. ⁓ that's ⁓ that's how most people will like reach out to me. They'll see some things I post through stories and they'll kind of reach out message through there. They're welcome to reach out for me through through there. ⁓ also ⁓ I'm on Facebook. I'm pretty anyone that's
In the dog industry, it should be very pretty easy for them to find me on Facebook. They're happy, happily, ⁓ they can happily message me, reach out to me there. And the same thing for Karly. Facebook. Yeah, that's the question of what what people could reach out. Yeah. My Facebook is Karly Elizabeth and then I don't remember what my Instagram is. Carr or something.
Lianne Shinton (1:22:51)
Perfect.
And the website
for your breeding program is it different than Hunter Canine or did they can they find sh
Karly Brandimarte (1:23:07)
It's yeah,
no, so Hunter K9 is the pet business itself. So that's just like the board and trains and the and all the pet dog training. And then that the sh it's chassormalinois.com, C H A S S E U R Mallanois.com. And that's the that's the breeding website with all of our dogs posted on it. And then also we have the Instagram as well, Chassor Malinois Instagram, which people could find on Instagram as well.
Lianne Shinton (1:23:27)
Perfect.
Perfect. And we're gonna wrap up. Stay on though at the end, because I do wanna make sure you're fully uploaded. But is there anything else, Karly or Chad, that you guys would like to share? And who is visiting us?
Karly Brandimarte (1:23:48)
This is my estro.
Lianne Shinton (1:23:51)
my goodness he would like to share. Look at those eyes. He's just the sweetest little boy.
Karly Brandimarte (1:23:58)
I told you he's very special.
Lianne Shinton (1:24:02)
wow. Well, I think that's a great way to wrap it up. What a sweet face. He's a good boy.
Karly Brandimarte (1:24:04)
Yeah.
Sorry, what was you just said asked a question? I'm sorry, what was the question you asked?
Lianne Shinton (1:24:13)
All right. Yeah, we got all distracted
there. is there anything else that you'd like to add ⁓ as we wrap up?
Karly Brandimarte (1:24:21)
No, this was fun. It was it was different from from the one with Ivan. And it was I liked the questions that you asked. It was a lot of fun. So thank you for having us. And no, it was great. For sure. Thank you for everything.
Lianne Shinton (1:24:32)
Awesome. Thanks you guys.
Thank you. And I'm so glad Maestra was able to join us at the end there too. So thank you. Thank you also to our listeners. And I'll make sure to put all the websites and such in the the description. And again, I'm Leanne Shinton from Automation Dogs and thank you everybody for listening.
Karly Brandimarte (1:24:37)
I'm like, this will be a good touch. Thank you so much.
Thank you everybody. Thank you.
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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