July 24, 2026
60 min
Automation Dogs Podcast

In this episode of the Automation Dogs Podcast, I sit down with Carmen Brothers, owner of Professional Pet Trackers, to discuss what every dog trainer should know about recovering lost pets. Carmen has dedicated her career to helping reunite families with their missing dogs and cats. She even starred in a National Geographic series that followed her incredible work tracking and recovering lost pets, giving viewers a behind-the-scenes look at one of the most unique professions in the dog world.
"The best tracking tool isn't just a dog's nose, it's the bond between handler and dog."
— Carmen Brothers
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 (00:00)
All right, welcome everybody. I'm Leanne Shinton from Automation Dogs. Welcome to my podcast where we talk to dog trainers and all sorts of people to help dog trainers with their business. And I reached out looking for someone who could speak to us who does like pet recovery, lost pet recovery, specifically someone that has dogs.
that find lost pets cause that is badass. So welcome Carmen, Carmen Brothers. I love your name. It's like pet detective name.
Carmen (00:38)
Thank you. Thank you. I get mistaken for the Carmen Brothers frequently. So yes.
Lianne Shinton (00:44)
And it's it's Carmen Brothers, right? I said it right, okay. Yeah.
Carmen (00:46)
it is. Yep, my first name's Carmen. My last name is brother. Yep. Yep. But
i it can be misconstrued on many occasions.
Lianne Shinton (00:53)
And I have to ask, what is your favorite scene from Ace Ventura Pet Detective? One of my favorite movies.
Carmen (01:00)
You know what? I
I probably haven't seen that in I
Lianne Shinton (01:04)
What?
Carmen (01:05)
don't even know how many years Yes. I yeah, I haven't watched it probably since it came out, to be honest. So I couldn't even tell you.
Lianne Shinton (01:12)
Okay, you need to go back to that because that's kind of what I'm thinking of when I talk to you. It's it's pretty unique.
Carmen (01:17)
Okay. Fair and and that's fair,
you know. Yes, it's definitely a different line of work, if you will. So
Lianne Shinton (01:24)
Very unique and fascinating
and a lot of mystery. I mean you're a detective, so
Carmen (01:30)
Yeah,
to to an extent. It's you know, you put a lot of pieces of the puzzle together. So
Lianne Shinton (01:36)
And I love your website. So if folks want to visit professional pettrackers.com, right?
Carmen (01:43)
Yes, yes, ma'am.
Lianne Shinton (01:44)
Beautiful website, and I think there is a lot of mystery to what you do. I guess, how did you get into this?
Carmen (01:54)
Accidentally. so I was volunteering with a rescue out of DC, City Dog's rescue, probably t it about ten, twelve years ago, I guess, and they lost a dog. And so I kind of got into the, you know, the logistics of it, the flyers and the do this and the don't do that. And in the process of trying to locate this dog, we found somebody who tracked lost pets. And it just kind of spun from there. there's a lot of misconception and I would say the major
ninety percent, maybe even ninety-five percent of people when they lose a dog, they kind of do the wrong thing because it's your gut instinct, you know, there goes my dog running down the road. I'm gonna, you know, obviously
Lianne Shinton (02:33)
Chase him.
Carmen (02:33)
I'm gonna call for my dog and I'm gonna go after and essentially you should be doing the exact opposite, you know, especially if they've been missing, I'd say, over two to four hours or so. so, you know, again, I learned all about the lost pet behavior and kind of the the science behind it.
and the, you know, do this, don't do that, and if this happens, do this kind of thing. And it just spiraled from there. I started volunteering with a nonprofit out of Baltimore that helps recover lost pets. And I was doing all of their intake calls, you know, that people would lose their pets and they'd fill fill out a form or whatnot. So I would talk to them and kind of get them a flyer and and go over what tracking was and more importantly almost what tracking is not. And if they were interested I would set them up with a tracker.
And then I actually started working a dog of my own. His name is Jake. He was a black and tan coon hound. And he you it just started, you know, weekends for you know, something to do for fun. And then I got an opportunity with National Geographic and they were like, Hey, we're doing this show. We'd love for you to be on it, but you know, you have to quit that full time job that adults typically strive to have, you know, with those benefits and four one K and film full time. So
me being the responsible individual I am. I'm like, sure, why would I not? And then I just never, never went back.
Lianne Shinton (03:52)
Wow. So that call from National Geographic, how did that happen?
Carmen (03:57)
Yeah, we film
it was we filmed full time every day almost for about a year for three one hour episodes. you know, they would come follow us around, whatnot. A lot of people think that when we come out with a tracking dog, we're obviously gonna track right up to Fluffy and then here hand them their pet. And that's a very, very large misconception. I would say, you know, f actually handing somebody their pet at the end of the track, well that's would be amazing every time. It happens less than five percent of time. You know, we
Unlike the five-year-olds that would be excited to see the dog coming to save them, you know, the dogs, cats, whatever, they're sensing me coming towards them before we even get eyes on them. And they're like, wait a minute, what is that? I don't know that's scent because they're relying on their sense of scent at this point more than anything else. And so they move. So we do a lot of proxim you know, perimeter work. And we I wouldn't say strive to not walk up on the pet, but I would rather them stay where they feel safe in an area they've kind of created for themselves.
And then work with them to come to us on their terms with whether that be trail cameras, feeding stations, and then eventually like humane trapping.
Lianne Shinton (05:05)
And I've heard I've seen on like Facebook when someone is, you know, looking for their dog and it just like takes off on them. They're almost feral at that point. Is that a real thing?
Carmen (05:15)
Yes.
It is. It's called flight mode or survival mode. And you know, once they're kind of out on their own, those animal instincts do kick in. It's not necessarily the, you know, fluffy little dog likes to cuddle with you on the couch and doesn't like touching the grass, you know, all that again, that's kind of all out the window. they no longer really associate you know, their mom, dad, whatever with sight and sound. It's all about scent. And because, you know, you think
They're again everything's on high alert and whatnot, and the adrenalines kick in. And you think about predators. And when predators are coming after prey, they're, you know, standing, making direct eye contact, moving towards them. And that's, you know, your pet's gonna flee quick. So unfortunately, because again, you know, they're not taking the time to realize, wait a minute, I know that person. They're just scared and they're gonna run. And so it it it happens relatively quickly with some dogs. And some dogs, you know.
I drove all the way to Missouri one time and it was a golden retriever. And I got there and I got my dog out of the car. It was an only dog. She did like other dogs. I got my my lab out of the car at the time. And here she comes bounding out of woods, just right up to to my dog magic. I was like, I'm so glad I drove thirteen hours. Here she is. You know,
Lianne Shinton (06:29)
Ha ha ha.
Carmen (06:30)
i i you know, it just it it's all very dog or animal dependent.
Lianne Shinton (06:36)
Fascinating. So it like I would freak out if if my pet was lost, like most people would, but it sounds like
Carmen (06:44)
Mm-hmm.
Lianne Shinton (06:45)
you know, you're you're getting to the destination, you're beginning some of these things you have to do as an expert tracker. How long is it until sometimes you find some of these pets?
Carmen (06:58)
I mean, unfortunately it's it's more of a marathon rather than a sprint. And it a hundred percent is a process. and that's something else that again, you know, when we speak with people initially, we make sure they understand because it can take a day, it can take a month. I think one of the longest dogs I had out that I was like actively working on getting home, she was out over a year and a half, I think. And, you know, some of these dogs with
you know, with the backgrounds on where they come from. Sometimes you know, sometimes the rescue you don't know, right? You don't know, you know, what they've been through prior to coming to where they're at now. some of them are very trap savvy or environmentally aware. And if they don't like, you know, they might not go into they're not crate trained. So some of them, you know, larger box traps, it looks like a crate. So they're gonna have no interest in going in it at all. or some of them can be too big for a box trap.
So you have to get a little creative and they've got different traps. One's called a missy trap that uses, you know, kennel panels essentially, and you kind of build it around. And then there's a a laser and a battery. It's a whole thing. This in particular dog would not go through any kind of threshold at all. Whether that be, you know, the box trap, a missy, you know, the doors, nothing. So we actually had to get a drop net brought up from North Carolina. And for that you have to, it's the size of like a soccer net.
And you have to essentially, you know, you have to clear the water and utilities and whatnot, 'cause you're, you know, putting these metal poles into the ground. And then there's magnets that release the net when the you know, when she goes underneath it. And you have to condition the dog for that. And, you know, it's it can be a lengthy process. And I think, you know, the
Lianne Shinton (08:36)
But the the
Carmen (08:37)
hardest part with that is getting, you know, the pet parents to not give up hope. Right? Because it just gets right.
Lianne Shinton (08:42)
That's the word I was thinking is hope. Like you're
you're giving me hope that you're able to find these dogs. Cause I think, you know, the first thing that comes to mind is they're for sure hit by a car, they're dead. So don't think that and don't give up hope.
Carmen (08:55)
Right. Yeah. no.
No. I mean your animals are smarter than we give them credit for. And you know, like I said, I've I've seen people where, my dog doesn't like walking on the grass or my dog won't do this and then my dog won't do that. And then next thing you I'm like in the middle of cornfield, you know, going through all the wet grass and everything, and I'm like, you know, again at the end of the day that that animal instinct is there. They do know how to take care of themselves when they have to. It's just at home, they don't really have to. Right? And so, you
Lianne Shinton (09:24)
Yeah.
Carmen (09:25)
know
we cater to them essentially. but they're capable of of quite a bit more than we we give them credit for.
Lianne Shinton (09:33)
Very good point, very good point. Can you tell me or share? I know you sent me a lot of videos. I really appreciated
Carmen (09:39)
Mm-hmm.
Lianne Shinton (09:40)
watching those. Could you tell us a lot a little bit of about a specific case that stands out to you in your career?
Carmen (09:50)
wow, let's see. Okay, well, kind of recently-ish. So actually, the dog was out four and a half years. I tracked a chihuahua named Sugar back in June of 2021 in the Richmond, Virginia area. And, you know, again, you get to an area and then you put up feeding stations and cameras and all these things, right? And you f people kind of underestimate the how important the signage is. Like you have to get flyers up.
And the bigger the better, the simpler the better. Because at the end of the day, whether you have a tracking dog or not, you still need kind of the general public, the neighbors or people in the community to know because you need them to call you and say, Hey, I just saw your dog in my backyard. And it helps develop a pattern. Nonetheless, you know, I and again, back in June, I'm not 100% sure 2021 exactly where, you know, the case kind of fell. But they managed to find sugar in October of 2025. I got a phone call and she was like, You're never gonna believe it.
He was living with a feral cat colony. He had gained weight. and he was just living his best life. I mean, you know,
Lianne Shinton (10:56)
Yeah.
Carmen (10:56)
the Chihuahuas, people underestimate the small dogs, but the small dogs will give you a run for your money. They go. And they're resourceful. So she got sugar home after four and a half years.
Lianne Shinton (11:08)
That is an amazing story. And yes, I would think a coyote would get those little chihuahuas like on the first night. So don't
Carmen (11:16)
Right. And you know,
people say that all the time and you know, you start again when you especially if you're out tracking, you know, with a tracking dog to get on people's property, you knock on doors, you know, hi, this is what we're doing. We're looking for you know, we're looking for fluffy and I've got a tracking dog. Are you okay with selling property for a second? And depending on the area you're in, you know, you get the kind of more southern old school kind of mentality where, you know what? We have coyotes through here, dog's dead. Like, okay, well, you know, thank you so much for your opinion, just kind of gotta keep moving. And it's
Is it possible? Sure. but I would say the majority of the time it's not really probable, right? Unless it's mating season can be a thing if, you know, animals come up on cubs and dens and that kind of stuff. But these dogs that are in flight mode, again, they hide really well. and and they do know how to take care of themselves at the end of the day.
Lianne Shinton (12:09)
That is cool. good for dogs. That
Carmen (12:11)
I would say kind of the
human human actually humans are probably more of the concern and more predatory than the animals are. Because people see a lost dog and they're like, there you there goes Fluffy. I see the sign. I'm gonna go get Fluffy. And they start chasing the dog or calling the dog. And now, you know, number one, that dog's not coming to you and the dog's gonna a thousand times over outrun you all day long. and all they're doing at this point is trying to get away from you. So they're not making, you know, they're making poor decisions, right? Whether that be to run into traffic.
get h you know, into a highway, that kind of thing. And you're also pushing them from where they very possibly are in like kind of a safe area where you might have trappers or trackers attempting to, you know, get them home. But now all that's out the door because now they're associating that area with fear and they're not gonna come back. So then we're starting from, you know, square one again.
Lianne Shinton (13:00)
I think you said at the beginning, one of the most important things to get those flyers out. I do see
Carmen (13:06)
Mm-hmm.
Lianne Shinton (13:06)
sometimes flyers like that. And on it it says, you know, do not approach. And I was always thinking, that dog must be fearful, but maybe he's gone into that fearful s fear a feral state. And that's just what we're dealing with.
Carmen (13:18)
Hundred percent. Yes. That's normally,
you know, the most friendly of friendly of friendly dogs, well, the flyers should likely still say, do not chase or do not approach.
Lianne Shinton (13:26)
Mm-hmm.
Carmen (13:28)
maybe, you know, take a picture with your phone and text it. In general, when I'm talking to people, I say, unless they're knocking at your front door, literally, pretend they're not even there. Because they're gonna run. And that's why a lot of the flyers generally don't have a name on them. Because again, it's so hard to take that, you know, instinct out of not calling the dog or whatever, because just that one
you know, one call could make or break the whole thing. And if they know the name, they're more than likely gonna call, right? So we don't put names on flyers or anything to try to discourage the calling out.
Lianne Shinton (14:01)
So because my audience is mainly dog trainers, it's probably advantageous if they're listening to this podcast and thinking about having a flyer almost ready to go. Because I've had people, you know, come to my facility, drop the dogs off, they open up their car door and gone goes Maggie. And I'm like, dude, now we have a problem. So
Carmen (14:21)
Right, right. Yep. Right.
You know, just a general template. Lost dog they again, they're on my website, they're on the Facebook page. you know, lost dog, do
not chase, phone number, done. That's all you need. You don't need anything we don't, you know, you don't need to tell the entire community that he is, you know, he only likes whatever for dinner or whatever. You know, sometimes pictures can be deceiving. So if they're, you know, a really, really small dog like
three to five pound dog that might look bigger in the picture, maybe put that on there. and then maybe like one of the little icons with, you know, take a picture and text it type of thing or please check your cameras. Cause that, you know, people have all the ring doorbells and Google Nests these days. And so you can actually utilize those cameras to pick up, you know, to get sightings as well. So use other people's cameras to help fill in that pattern.
Lianne Shinton (15:12)
Now, before we started recording today, you'd mentioned that it was just the fourth of July. And I know that that can be an insane time because I used to work in an emergency hospital. We were open in the middle of the night in Las Vegas. So Fourth of July and New Year's
Carmen (15:25)
Mm-hmm. Wow.
Lianne Shinton (15:28)
Eve, we had all these people dropping off these stray dogs that jumped fences, broke out of garages, whatever. And it it I mean, we would probably take in maybe 15 dogs in that.
on that evening and before and after because people are practicing their fireworks, which is horrible news for yeah, fireworks are just not worth the pleasure that they bring for the trouble they cause.
Carmen (15:56)
And especially when they're unexpected, right? Like if you're you're shooting them off on July 2nd and your neighbors don't know they haven't medicated dogs or whatever, they're out back type of thing. It can be a it's a it's a whole thing, yes. I myself have had over a hundred requests from June twenty sixth through right now. And it's just spanning, you know, I think I I had a couple in Norman, Oklahoma. I had a Tex Arcana, Texas come in.
I just got back from Vermont, Massachusetts, Connecticut, Pennsylvania, and New Jersey. So it's, you know, it can be a lot.
Lianne Shinton (16:30)
So you're
like a superhero flying all over to help.
Carmen (16:35)
Yeah, I just have a lot of miles. I like my car a lot. So yes.
Lianne Shinton (16:38)
Yeah, 'cause you're so you're
driving to these places.
Carmen (16:41)
I've got multiple dogs. So yes, you know, it's it's maybe not faster, but it's almost easier than attempting to get on a plane with, you know, got dog food, whatever, and gotta rent a car and and all the logistics. I try to map it out as, you know, in the order that makes the most sense geographically as I can. But it's almost guaranteed that every time I leave a state such as Vermont, by the time I hit like, you know, the the Maryland state line, I've got more Vermont or Maine or something super exciting coming in.
So there's no way I personally obviously can even call all these people back, right? Much less get
Lianne Shinton (17:19)
Yeah.
Carmen (17:19)
out there and actually help them. So I do have a network of people I work with, whether they be, you I've got a girl in California. I have two three others directly on my team. And then I do have a girl who helps me with my calls. Her name's Megan. She she lost her cat, I guess it's been about two years. I helped her find her cat and she kind of got very emotionally involved in it and she's been amazing. But
She'll take the forms when they come in and she'll do the initial call, kind of explaining what tracking is. This is what we do, this is how the process works, you know, making sure they have a good scent item, for instance. And for, you know, rescues and trainers and that type of those types of businesses, it takes maybe four seconds, and I think it costs like 10 cents an animal to make sure you have a good dedicated scent item for every pet that comes into your home. Because if, you know, Fluffy goes running off and you've got three other four other dogs in your home.
And they all share everything and and whatever, it helps to have, you know, I can't necessarily track off an item that all four dogs have been on and be confident I'm tracking the one that's the only one that's missing, if you will. So that's a a big problem with, you know, again, rescues or transport. And I've seen trainers struggle to come up with the dedicated scent items, especially if it's like a board and train, right? And mom and dad are on vacation in Italy and they're trying to get back, but they're not home yet.
And so you don't have access to, you know, anything of the dolls to their their their residence per se. And if can't get anything, I can't really do any kind of sense specific tracking for that animal without an item.
Lianne Shinton (18:51)
Wow. So a little tip might be if would the the owners maybe bring an item, Ziploc and Freezer Bagot, or like what could be a tip?
Carmen (19:02)
Or I mean again, all it
is it's it's it's just gauze. You know, get some latex gloves, right? Get a piece of gauze, wipe the dog down, ears, paws, whatever, like right when they get to you. Like a lot of times they'll put on the different collars or or whatever. When you're doing the different collar, just incorporate it into your, you know, incoming your intake procedures, right?
Lianne Shinton (19:20)
Yeah.
Carmen (19:21)
Gauze, gloves, put it in a Ziploc bag, label it with the dog's name, put it in the freezer. That way if Fluffy goes running off,
Lianne Shinton (19:26)
I love that.
Carmen (19:27)
but you know, while they're there, you know you have something that's just theirs.
It's not contaminated at all and it's set away.
Lianne Shinton (19:33)
Yeah, maybe just for the Beagles and the Huskies and those types of dogs that are you know, red flag r flight risk dogs.
Carmen (19:39)
The pro Right.
Right. Right. Huskies, shot yes, all of those.
Lianne Shinton (19:44)
Yes. Okay, so that's a good little tip. Have have the
Carmen (19:45)
Malinois, I'm
Lianne Shinton (19:49)
the flyer ready to go. look at your website so you can get tips there. And you mentioned at the beginning of the call, like thing people just inadvertently do the wrong thing. They chase the dog, things like that. Like what I as a dog trainer, I kind of know like run away, crouch down, grab a bowl with some food. Yes.
Carmen (20:08)
Right. They call it calming, you know, calming signals, right? Calming signals. And
again, you know, something that especially from a trainer's standpoint, right? You know, you might have just met this dog. This dog has no idea who you are or anything like that. So they're not necessarily looking for you particularly when they go missing. They're looking for mom and dad scent. Right. And so if you know, you just want to make sure that you don't don't get offended when they try to do turn around and run from you, but if you can get them back relatively quickly, like a game.
Right? You know, look, and we know that they like playing fetch, whatever, it's a more of a puppy. Turn around and run into any kind of fenced in backyard. Run away from them. or you know, toss some food and get down on the ground, type of thing. Just don't make direct eye contact. And hopefully they are able to get close enough to you to realize, you know, okay, I can trust this person. And even if they don't, you know, maybe you're covered in like baking grease. You have something that's, you know, definitely appealing that to make them approach you and go from there. But
I find a lot, like I know a couple of, you know, some of the more military esque trainers that I've worked with in the past, you know, and again, they're coming at it from a missing person standpoint almost, right? Like you've got this person missing, they've missing however many hours. Now they're they're talking about doing grid searches and you know, all of this other stuff, which if you were missing, you know, the eighty two year old woman or the five five year old kid, that's a hundred percent great. But by grid searching any woods and having more people flood that area that this dog does not know and is not familiar with, all we're doing is pushing that dog further away.
And so it's kind of important to realize that less can be more. I generally tell people if they want to help to take a stack of flyers and get up. You know, for a dog, I would say a three to five mile radius. You know, a dog can go three to five miles a day if they put their mind to it. Ideally it's it's a circle of sorts, but again, you know, if they find themselves on train tracks, power lines, creek beds, they can just easily kick it straight and not, you know, not turn back.
A lot of people worry even more because it's not a location that the dog's familiar with. But high insight, dogs that get lost from places they're not familiar with, whether it be car accidents, state parks, borders, train whatever, they do tend to circle back to point of loss. It's just a matter of when and if anyone's there to see them. So I, you know, hopefully maybe they have some ring cameras or something like that out about the property and they wanted to grill that night for dinner, right? Get that sent up in the air.
And, you know, leave the food outside and let's see if we can, you know, get Fluffy coming back on the camera to point of loss when things kind of quiet down and there's no one out and about.
Lianne Shinton (22:40)
Great tips. What would you be doing if you didn't get on this journey of like what was your what was your life plan? Because you definitely went down this path of pet tracker.
Carmen (22:56)
It was not this.
I I I'm a former director of human resources for Marriott. I've worked for Hilton. I've done a lot of recruiting and staffing. I've worked for the Washington Redskins doing staffing for their press box and the the suite level catering suites. So totally different. Totally different. Definitely more in the office
Lianne Shinton (23:15)
Wow. It
Carmen (23:17)
and not in the middle of the woods having, you know, going through spider webs.
Lianne Shinton (23:22)
And was it the your dogs you were finding dogs like how did you get started in the very beginning?
Carmen (23:32)
Well, I mean, just kind of, you know, the interest sparked from the rescue, City Dog's rescue. And then yes, I you know, I just kind of just got more and more involved and it was just so cool to kind of give back and it was something, you know, just different and neat. And I was able to work with my dogs, right? Like, you know,
Lianne Shinton (23:47)
Yeah.
Carmen (23:48)
obviously I love I love animals, I love dogs. And it was you know, when you think about recruiting an HR, you are still helping people, right? Whether that be helping them get a job, helping them do this. So I'm still helping people, it's just in a different aspect.
Lianne Shinton (24:01)
Awesome. Yeah, so it's it's tied in superhero slash HR.
Carmen (24:07)
Right, you know,
details. And the HR gave me a little bit of the I would say emplo not really emplo client relations background, right? Because you're dealing with a lot of different
Lianne Shinton (24:16)
Mm.
Carmen (24:16)
personality types. And not only are you out there from like, you know, the tracking standpoint, but you almost end up playing a therapist as well. Because b you have to kind of, you know, help people control their emotions and set expectations. And y I find a lot of time, you know, obviously everyone's very, very upset and some can be more emotional than others.
But at the end of the day, it's you know, I like to have the owners with me when I'm tracking because again, their dog is looking for them. So if I can have their scent where their dog is, that just helps, you know, reinforce the dog will stay in that area. I've had the dogs come out behind us on tracks and we've gotten them that way. But if mom's out there, you know, crying and sobbing and can't, you know, kind of get a grip, her dog's not gonna want anything. Her dog's like, what's wrong? Something's wrong with mom. Mm mm, I'm not, you know, we're not doing that. I'm just gonna stay hidden here or I'm gonna go a little further till mom comes.
you know, calms down and maybe then reapproach. But I try to have everyone out there, you know, we're not crying if you need to cry, sob, whatever, great, we'll do it at home, close doors. And then we're when we're out and about tracking or whether you're hanging flyers or doing feeding stations, you gotta stay a little bit optimistic and try to keep your emotions in check, which is very challenging.
Lianne Shinton (25:26)
And and also n need to work together as a team with you too, so they're
Carmen (25:31)
yes.
Lianne Shinton (25:31)
not distracting you from doing your job.
Carmen (25:35)
There are a lot of hands involved and you know, everybody kind of plays a part. you know, I do I I can trap, yes, but the trapping's kind of a different a whole different animal in itself, if you will. Especially because again, I can't tell you if, you know, it's cats in particular tend to take a little longer than dogs do. And so I just don't have the bandwidth to go up to Vermont and track a cat and then sit up there for the next seven weeks while I trap the cat and get the cat home. So I do, you know, work with a network of trappers
kind of all over the East Coast, Midwest. there are a couple I know in Oregon. I've got somebody in Washington State that once sightings start coming in or once there's a track done so we know where we have scent, where we don't have scent, they're able to come in with cameras and and feeding stations. And then once we get the animal on camera, then they can go to the live trapping portion of it. So you're you're dealing with a lot of different, you know, hats per se, a lot of different personalities that have to come together and collaborate just to to get the one dog home.
Lianne Shinton (26:34)
Yeah, I bet the sighting calls could throw ya off too if someone has a sighting but it's the wrong pet. Yeah.
Carmen (26:41)
And that happens a lot. And the
most challenging thing, and I'm not quite sure why, but 'cause everyone's got a phone in their hand all the time. I mean, people are like they you always have a phone. It's very hard for people to take a picture. Like it's I I j
Lianne Shinton (26:54)
Ha ha ha ha ha.
Carmen (26:56)
I just don't I don't get it. You know, like we say don't chase and you kind of say take a picture of scene, right? 'Cause you're thinking, Okay, let me we don't want them to chase, so let's give them something else to do, right? They'll take a picture and text it and that picture can it can make or break.
Because again, you know, at the end of the day I could say where I have scent and I t I do tend to go out outside of that area and look at, okay, so the you know, path of travel is this. So he could easily pop up here, here, here, and I do like a perimeter of what I call negative markers, meaning no scent is present. And I tell people, you know, the track is a snapshot in time. Just because Fluffy's not here right now does not mean in forty eight hours he will not be. And so that way we incorporate those areas as well into the flying and the outreach. And that way when f if Fluffy does move,
We know about it. But when we get the call, you know, okay, we saw a dog, looks just like him, 100%, whatever, 17 miles away. Okay, it's been 24 hours. Is it possible? Sure. Is it probable? not pro probably not. But again, it's hard to say a hundred percent. And so then you have to take those resources and you have to move them 17 miles out, get a camera and a feeding station out there just in case it was fluffy, get more flyers out 17 miles out, just in case.
only to come back and find out it was, you the doppelganger or it was the guy who lives on the corner. He's got a dog that looks just like him and he, you know, he roams, kind of thing. there are some tools that, you know, we do lineup cards for for clients, which essentially it's like a police lineup, right? So when people call you off the flyers, you will they're already they they think they saw the dog on the flyer, right? And that's why they're calling.
But if you give them options, like you put two pictures of of your target dog on there that are not on social media and not on the flyer, and then you throw in some extras, like a you know, you can look at a lost and found page and say, okay, here, there's another ship missing. We'll put him on there, and then we'll throw a mouth on there. A lot of times I'll throw a deer on there because you'd be surprised how many people see Bambi and get get confused. And then when
Lianne Shinton (28:54)
Whoops.
Carmen (28:55)
the sighting calls come in, I have them send them that picture and say, Okay, which dog did you see? And ideally they pick out your dog and not Bambi and whatnot.
And that kinda helps to, you know, it it just helps with the confirmation, right? So that we were a little bit more sure because again, it's not the picture on the flyer that they were expecting to see, but they have to actually think about what they saw. So we try to, you know, take off any extra burden per se and kind of help narrow it down as much as we can.
Lianne Shinton (29:24)
Yeah, that is interesting. And I love the what did you call it? The lineup? Lineup card. I love that.
Carmen (29:30)
A lineup card, yes, yes. And again, it's like a police
lineup lineup. It's got, you know, eight pictures of a variety of dogs on there or whatever. you know, cats are a whole different thing. And I I'm sure that, you know, I don't know a lot of trainers that train cats, but you know, for people that have cats that are trainers, right? You know, if you're not a cat person, you see a a white and black cat, okay, that's you know, clearly the cat that's missing. You're not looking at markings and all this other stuff that, you know, the cat people are. And so it can really help with that because
you know, one white stripe going this way, then your cat has it going that way, it you know, cats can be a little more challenging with the sightings. I'll I'll just leave it at that.
Lianne Shinton (30:08)
I bet,
I bet. Now tell me, you mentioned your dog magic, and you mentioned that
Carmen (30:13)
Mm-hmm.
Lianne Shinton (30:13)
you had multiple dogs. Tell me about your dogs.
Carmen (30:16)
Well, so Magic was, she was a yellow lab, she passed away about a year ago, but she was kind of the one that I based the entire idea off of. You'll see, you know, if you go to the website or whatnot, you'll see a yellow lab. That was her. And she was actually a diabetic alert dog prior to me, and she ended up in a shelter in Texas. And they reached out and they were like, you know, we've got this dog, she'd probably be really, really good. She's already got scent work on her, you just have to teach her how to follow it. And she knew her job and she loved it and, you know, we had a great time.
I found that some of the terrain I go through, like I wasn't really excited about going over horse jumps without the horse, for instance, right? And I I'm not even saying, you know, I'm not even being I'm being very specific. Like literally some of these dogs in the country, you're going over horse jumps and trying to keep up with them. And it's significantly harder with me in a lab. So I I branched out and I have a rat terrier named Trix. And so that way if I have to do searches like that in the or
I've looked for missing horses, and it's much easier to keep up with them while you're on a horse. I can put her in a backpack and we can go. She's much easier to pick up and just drop down and go with that. I have a another black lab named Finley, and he is kind of my main go-to right now. we just certified in Texas, actually, with United Canines. And then I've got a lab, his half brother, I guess, different litter, named Tracer, and he just turned six months old, and we're in the process of training him up.
Lianne Shinton (31:43)
Wow. That is amazing. So you really leaned into the dogs as part of this instead of just
Carmen (31:51)
yes.
Lianne Shinton (31:51)
I'm gonna learn how to use the drones and the traps and the flyers and help people that way. You've leaned into heavily having all of these amazing dogs.
Carmen (32:00)
I do. you know, I do have a thermal drone as well and it's it can be useful. I find that, you know, it's again, everything's a tool, right? And so, you know, each case is a little different. But when you bring all those tools together, it helps to form the pi it helps to complete the puzzle. So a lot of times, you know, especially with the drones, and I think people want that immediate gratification. They're like, Okay, the drone's gonna go up, they're gonna see my dog, I'm gonna go get my dog, and then we're gonna be done with it. Yes. And that sounds amazing.
But what people don't take into consideration is that dog that you've had for 24 hours, it does not know you. Okay, the drone's gonna see it, but then what? You're gonna try and go get this dog and the dog's gonna be like, I don't know you, I'm out. And then it's the game of chase again. if the drone sees nothing, you're kind of left with nothing, right? You have no idea, no direction of travel, no nothing. But with a tracking dog, no matter what, you're gonna have a direction of travel. You're gonna have s you know, valid information on a map that will help you
map out the entire process, right? The way I do it mainly is again, I I'll run the dogs first. Depending on where I'm at, I'll either have the drone follow me or go out ahead of me and kind of to the sides. And I've had that happen where he sees the dog four hundred feet in front of me and he calls. He's like, Hey Mavis, four hundred feet in front of you which gives me time to back out with my dog because again, Mavis doesn't know Carmen or Finley. And then I can send the owner in with calming signals and hopefully she can get the dog that way 'cause again, we've got eyes on the dog and I'm not
you know, pushing them. or we've had it happen where, you know, I get to an area and then I'm able to kind of block it in with negative markers and then we have the drone fly that area to try to get the visual. So it's, you know, it it can work in the first five to seven hours and they can like again, you might get lucky and hey, my dog's gonna come right to me. That'd be amazing. Or if they're stuck in a ravine or, you know, leash is attached, that kind of thing. But I find that when you pair the two, you have a little bit more of an advantage. And
Five days of a dog missing with no sightings, I would almost say you need a sighting to throw a drone up, unless you have a dog as well. Cause if they're gonna go two miles a day, having a drone go up from point of loss, cause you have no idea where they are or where they went, you're not gonna you might see someone else's dog, but you're probably not going to see your dog without knowing where to
Lianne Shinton (34:15)
It
Carmen (34:16)
look.
Lianne Shinton (34:17)
it sounds just like a this beautiful choreographed like scenario. Like you've done this a lot. So you Yeah, it is it's an art. Yeah.
Carmen (34:23)
Well, i I call it the art of finding lost pets. Because it's like it's a dance. It's it's a
dance, right? You have to put all the pieces together, everyone has to know their part and play their part, and everyone, you know, ideally plays really well together in the sandbox, if you will. And that's what kind of makes it work. I d I don't think, you know, I couldn't do it by myself, I know that. And again, it's really the team behind you that makes you successful.
Lianne Shinton (34:50)
And I think when you and I first talked, I was so curious, even coming from a dog trainer, I've taught my dog to find my scent. I've taught my dog to find a bad guy's scent, things like that. But to teach my dog to search for a lost husky like or an iguana, maybe
Carmen (35:09)
Well, yeah.
Lianne Shinton (35:10)
share a little bit about that because it blew my mind. I'm like, I never thought of that.
Carmen (35:17)
Well, and you know, a lot of people it's yeah, a lot of people are of the mentality, I guess, that a dog will not track another dog. Or a dog that tracks a dog will never track a person. I've come to find in my experiences and you know, through training and and just, you know, trial and error that I want my dog to track whatever scent I present them. Whether that be the two year old, the capo bara, the husky, the eighty year old, whatever. so I and I've done all of the above. You know, I've done capabaras, I've done turtles, I've done
Fennec foxes, I've done kids. And again, it's, you know, it's what you train for, right? So if I never trained to try to find a lost dog or train my dog to track, you know, lost dogs, then I probably wouldn't, I would be like, yeah, there's no way, you know, he's gonna jump tracks and he's gonna go find the owner or something like that, or he's gonna jump tracks and next thing you know, we're chasing deer. But again, it's just coming down to knowing how to read your dog and having, you know, the three magic words, trust your dog.
I think that's probably the hardest, you know, concept most handlers have, no matter how experienced you are. You always have to trust your dog. And if you don't have that kind of relationship or that confidence, number one, your dog's gonna feel it down the line and your dog's gonna like, well, mom doesn't think I can do this, so what are we doing? I'd much rather go, you know, check out the deer or check out the groundhog or whatever, start crittering, than and kind of going from there.
Lianne Shinton (36:42)
And so you the capiberas and the fennec foxes, I'm like, my gosh, just so you did you find these capiberas?
Carmen (36:48)
Cap a bear was named Copernicus.
Yes, his name was Copernicus, and she had a little like a tuxedo harness for him or whatever. And he chewed his way through a pig pen type situation in the backyard. and you know, cappa bears they like water. They can they can live in water. I think it's up to twenty two or twenty-three hours they can stay underwater without coming up for air. And then when they do come up, just a little nose, you know, pops up, which is probably the size of like your pinky nail. and they had a pond on the property.
And so I had Jake the Coon Hound and then I, you know, I Jake and Magic, they both did the same track. They both looped the pond and got in. Now, for my lab to get in the water, okay. You know, maybe she, you know, she's a lab. It is what it is. But Jake was not a fan of swimming. it's very hard to try to trap a capabara that's in a pond because they don't eat meat. There's no luring, right? Like everything they need is in that pond. They have no desire to come like w what do you do?
so about six months went by and I got a text from a girl and she's like, Carmen, your dogs are so smart. She was like, We were out there at the fire pit and we saw Copernicus in the pond. And I'm like, Yay. So I guess Copernicus is possibly still living his best life in the pond in their backyard. I mean, I would assume if there was a hundred and twenty-pound rat running around Baltimore, Maryland, we might hear about it somewhere and you'd know about it. So I'm I'm gonna assume he's still in the pond, but yes, very very different type of track.
Lianne Shinton (38:13)
Any other unusual
unusual animals, tigers, orangutans, anything else? Gaboons?
Carmen (38:18)
I mean, I got I did get the
request for the zebras in Tennessee. I forget the he it was a big thing last maybe about a year ago, maybe not even. I cannot keep up with a zebra that's covering a state
Lianne Shinton (38:30)
Mm.
Carmen (38:30)
per se. I can't, you know, aga it has to be done kind of within reason. I've gotten requests for alligators before. I've had two different alligator requests. One was named Karen in Michigan, and I I did not take those for a variety of reasons. Number one, again, you know, I've got a rat terrier.
She's 15 pounds. She's 20 feet in front of me. Yeah. I I know they say Karen's super domesticated and whatnot, but I just yeah, you know, that's
Lianne Shinton (38:57)
Yeah.
Carmen (38:58)
kind of like a s a a appetizer for Karen, if you will. I've gotten requests, you know, I've done turtles, I've I cannot do snakes because I I personally don't think I could yeah, that probably wouldn't work well for me.
Lianne Shinton (39:12)
Yeah.
Carmen (39:14)
but you know, I've gotten requests for
Domesticated ducks.
Lianne Shinton (39:18)
So
Carmen (39:19)
we we have we did do a parrot at one point not long ago in Leesburg and we were able to track, you know, again, sent ascent, it's dropping to the ground, right? So we were able to get two sightings off of the track, but I don't, you know, and then I guess I had to do some lost parent research, right? Because I'm not super familiar with birds. Apparently it's a big homing thing, and so we put his cage up there on a balcony and hoped he would come too. And
He was in a part of Virginia where like right on the Potomac River. So he could easily just and he did hop over. He just flew over the river to Maryland and there he was. And it's not quite that simple for for me, if you will. but you know, essentially if it has a scent, we can do our best to go find, you know, I we do what we can. Do we get every pet home? Unfortunately not. It's kind of, you know, like there is that they they do think for themselves, right? So for instance, dogs that are
A neutered, not altered. They might not follow the whole lost pet behavioral type patterns, right? Because they're gonna get up with something and they're mm-mm, I'm not doing this circle and screw your bacon. I'm gonna go this way. and again, human interference is always a thing, right? If they get chased, they get pushed from an area, it totally switches stuff up. a lot of people try to do finders keepers with certain kinds of dogs, which makes it challenging. And it just, you know.
Lianne Shinton (40:41)
What's finders
keepers? they keep the they they get the dog
Carmen (40:44)
They yes.
Lianne Shinton (40:45)
and they just keep it. Yeah.
Carmen (40:47)
Correct.
I had a blind pit bull not long ago. She was out thirty eight days. I think the track took me maybe four minutes. We went out the you know, we went out the yard or whatever and they were super concerned about woods and everything else and whatever. I had no scent anywhere near any kind of woods. And we went on the main road, we walked up the main road a little bit, finally crossed the street and then sat down a driveway. And that's just where scent ended. You know, I went out to try to make sure I didn't miss a backtrack or something, you know, just to kind of cover all my bases and I had nothing. We did not get one siding. Thirty-eight days later, she showed up at their back door.
Healthy as all could be, paws were fine. There she did smell like perfume, I was told a little bit. So we're relatively confident that she might have been sitting on someone's couch. And, you know, her owners were super, super persistent about it. Like they put out, I mean, every day it was Facebook and they had the great big banners out. And so I'm assuming it's probably someone who drove through the area, maybe, and felt, I would hope, felt bad. sometimes a lot of people just don't know what to do when they find a dog, baby.
And if there aren't
Lianne Shinton (41:45)
Mm.
Carmen (41:45)
flight like if the dog just goes missing and is, you know, super friendly and it's been twenty minutes and they're just out living their best life and they hop in a car, there's no signs up yet. Nothing's been done because the nobody might even know that the dog's missing. And then it becomes a whole a whole thing. You know, not everyone's on the lost and found Facebook pages. Not everyone's on Facebook. And while microchips are relatively well known these days, I mean, I'm pretty sure, you know, you find somebody who's seventy five, eighty years old, they find a dog, they think they're doing the right thing because, you know, they don't want
fluffy to get hurt or whatever, but they don't know about microchips, it's it can be challenging.
Lianne Shinton (42:21)
Yeah, that would suck. Yeah.
Carmen (42:23)
Yeah, it it's not great.
Lianne Shinton (42:25)
They'll invent like a whole backstory of how abused the dog was and they're saving it and yeah.
Carmen (42:32)
Right.
You know, I did I think it was Fourth of July weekend, maybe five years ago. and it was a little Boston Terrier named Fisher, and they were his family was from Rhode Island or c no, they from Connecticut. And he went missing it was a sa it happened to be a Saturday, the fourth of July. He went missing from their condo. I think I got up there maybe day five or six, and there'd been no sightings, no nothing. And we tracked and we the track ended in front of a nightclub called Secrets. And that's a very, you know
People are in and out all weekend long, right? Like it's a very, you know, vacation touristy destination. It was also Fourth of July weekend, right? So you have even more people in there. And they're probably, you know, checking in Sunday out Sunday, Sunday to Sunday type rentals. And we did we got nothing. I mean, sh this girl pushed it out in a every way, shape, form possible she could to find this dog. And nothing for eight months. And he was found in Baltimore, Maryland, wearing a studded leather, you know, studded collar.
And he probably got out from whoever he was with because whoever found him knew to scan for a microchip. And that's how he got reunited.
But you know, again, Fourth of July weekend, send end in front of a very well known bar, club, whatever. My thoughts probably, Well, he's you know, somebody probably woke up Sunday morning and they were like, Wow, I have this dog. Where'd you come from? And off to Baltimore Fisher went. So Yeah.
Lianne Shinton (43:56)
Wow.
And tell me a little bit about your dogs, some of the training exercises, how often you're working with them to help, you know, do their magic.
Carmen (44:08)
Well, so right now Tracer's still in training. You know, we we do we try to train it varies because again with my schedule, you know, I kinda have to be super flexible with it, right? Like I was up in I we're we were staying in Connecticut, Harvard, Connecticut last weekend and we did some training there with a couple of friends of mine who are starting their dolls as well at the Residence Inn. Yeah, you kinda got it you again, it's helping environmentally as well, right? So now they're used to this and you're training through it.
We try and train with him at least three times a week at this point. And he started doing, you know, heart surfaces. And when we were in Texas, we had an exercise that we were tracking through an elementary school. And then he had to, you know, d detect which kid it was out of seven kids at the end of the track and he did phenomenal. Finley, we tried to not work every day, but at this time of year we're probably pretty much working almost every day. We didn't he didn't work today, but we're booked from tomorrow through Monday.
so I don't really push training on him right now at this point. Typically we go every other Saturday and we have a group we train with and we, you know, always work on your foundational stuff, right? Because that's you know, at the end of the day, that's what you want. So we just continue, you know, expanding on foundational stuff or switching up surfaces or, you know, a variety of go to Dulles Airport and do some stuff through the baggage claim. You know, the Buckeys gas station. There's one that opened up in Harrisonburg, Virginia a couple of years ago and we did some training exercises through Bucky's.
I I found that Finley does not like the Bucky the Beaver in his whole mo you know, the whole beaver suit and whatnot. So we might not do super well at Disney World. but
Lianne Shinton (45:48)
Ha ha ha.
Carmen (45:48)
you know, he wanted nothing to do with that thing. but we just, you know, have to stay consistently on top of it. And especially when you're training a new dog, you have to kind of stay as consistent as you can, which with my kind of lifestyle is not super simple. I mean, my schedule shifts every
It could I I don't it could shift every hour, every two hours, it's just hard to say. Someone comes home and you shuffle and all of that stuff.
Lianne Shinton (46:15)
And when you are working with the dogs, like practicing, do you have them finding humans, dragging?
Carmen (46:22)
Both.
Lianne Shinton (46:23)
Okay.
Carmen (46:24)
Both. or you know, again, like, you know, some of the age tracks or whatnot, like, you know, I live on the side of a mountain. So when it was snowing and all that good stuff, we'd work on age tracks. I'd lay the track before the snow, track mid-snow, and then lay another one. Just again 'cause I work a lot in Vermont, in Maine. And if you don't know what your dog is capable of and you don't train for it, you have no idea what to expect when you get up there. so I'll take a collar or whatever, I'll I'll walk tricks, you know, downside of the mountain whatever.
And again, because I can pick her up, right? I'll wrap a collar or something around a tree branch, pick her up, and then come off the track and let it age. So that way when we get when we actually run the track, you can see kind of what their disposition's gonna be when they get there, but there's no subject, right? But there's an item. So that way you can teach them an alert on the on the collar per se. And with pickups, you know, someone puts a dog in a car, that kind of thing, you might not be lucky enough to have any kind of item, so you have to know what to look for.
Lianne Shinton (47:21)
Yeah, this sounds like a lot. You have to just consider so many, so many variables.
Carmen (47:27)
They they are y I mean, yes. And I learned something new almost on every case. you know, like
Lianne Shinton (47:34)
Fun.
Carmen (47:34)
dogs like they like to follow water, right? Like, you know, the kind of three common characteristics of lost pets are they circle. They tend to be most active between dusk and dawn, and they're gonna stay near a water source, whether it a river, a creek, a pond, whatever. But you get, you know, you lose a lab that loves water and you're right there on a creek bed, that lab's gonna go running down that creek bed till whatever.
And then you have to start thinking about, okay, well, how is that water dispersing the scent? Right? So you need to, you know, if that water, if he's running through here or whatever, he lays down the creek and splashes around, wherever that water, the direction of that water flow is going to disperse that scent further out, quite possibly significantly further out than where the dog's actually gone. So now you gotta figure out, okay, am I tracking paws on the ground scent or am I tracking, you know, dispersed water scent? And i there's, you know, you kinda there's a lot the
goes into it that people kind of don't think about per se.
Lianne Shinton (48:28)
Wow, yeah, that is a lot. Is there the just so many things to unpack? but is there anything that you'd like to share that people might
do but something that just might really surprise us.
Carmen (48:50)
Let's see. Like a fun fact about lost animal behavior or about like
So, okay, here's this good stuff, well, I don't know, it's a fun story, I guess, ish. we tracked a cat in Tribeca that went missing off a sixth floor terrace. And the cat actually never left, her paws never touched the ground. She building hopped. And so I I was using again my rat terrier and I'm not building you know, people might think, you know, that's very superhero esque your job and whatever, you're amazing
Lianne Shinton (49:20)
Ha ha ha.
Carmen (49:21)
and blah, blah, blah. But I'm not that cool. I'm not super yeah, I'm not
Lianne Shinton (49:24)
You're
Carmen (49:25)
building hop in anything, I don't care how close it is.
Lianne Shinton (49:26)
not matrix? Okay.
Carmen (49:29)
and you know, again, the air scent or whatever pulls and you got, you know, wind and all that stuff. So we were able to kind of pinpoint and actually see the cat with binoculars on a building caddy corner to where we were. So that's kind cool. you know
Lianne Shinton (49:41)
Yeah. See.
Carmen (49:45)
again I would say it's not impossible and you don't know if it's impossible until you try it. And the training is a big portion of it. If you don't train your dog on age tracks
you're never gonna know if you can do HTRACs. you know, some of the more, I guess, you know, some people are the mentality that the rain will wash scent away, right? Once it rains, tracking's over. There's no, you know, you're not gonna be able to get anything, whatever. And if you're in like Tribeca, okay, that might be true because it's literally all it is is concrete, right? But for more suburban, rural, country, farm, those kinds of areas, the ground actually enhances it. So the rain's gonna enhance the scent. The ground will act as a sponge and absorb it.
making it more fresh for tracking dogs. So it's kind of a misconception that I would say seventy five to eighty percent of people have.
Lianne Shinton (50:31)
Yeah. And if folks you said that obviously through July fourth people are reaching out to you, what does that process look like? They go to your website, is there a fee? What does that all look like?
Carmen (50:42)
Yep. Well,
so you go to the website and there's a whole like tracking consultation request form and you fill that out and once you submit that you get tips for a lost cat or a lost dog or I think both actually depending on what you maybe what you select. And then I kind of put it out there on social media and everywhere else. And again, it is the fourth of July. And so we try to respond to people within twenty four to forty eight hours, but when you're getting, you know, seventeen requests a day, it's it's challenging to trouble that.
To to juggle all that. so patience. And then once they submit a form, you know, Megan will call them back and kind of go over everything. Like, okay, they might not even need tracking, or tracking might not be a good option for them, right? If they're seeing their dog every day on camera somewhere, they don't need me and they don't really want me. You know, tracking dog's just gonna I'm I'm essentially doing what we tell people to not do. I'm methodically chasing their dog, right? And so if you know where your dog is, you again, you don't need me, you need a trapper.
And so if that's the case, we try to connect them with somebody in their community who's able to help them, you know, with a live trap or, you know, with the cats and whatnot. The equipment isn't as heavy per se and it isn't as you know, large and hard to come by.
Lianne Shinton (51:53)
Yeah.
Carmen (51:53)
So we can coach them on how to get their cat home and how to trap their cat. and then maybe they just need the drone, right? I mean, again, it's just it's all very situational. Now there is I'm not independently wealthy.
So there is a fee for the tracking and the travel and all that. And again, that's kind of dependent on where they're located and what are they missing? Are they missing, you know, a dog that's been gone twenty four days with no sightings and it's a husky and they lost him from a national forest type of thing? Or is it the indoor only cat that's been missing for, you know, two or three days and that kind of stuff? It just depends on length missing, what you know, what's missing, what's the with the background and look locations big.
Yeah, there's obviously a very large difference in me driving twenty minutes versus be driving nine and a half hours each way.
Lianne Shinton (52:40)
Awesome. That is very helpful info. Now, as a dog trainer, what advice would you have for someone like me if I had a your perimeter issue or equipment malfunction and this dog is gone? if I reach out to you. okay.
Carmen (52:58)
Well, I would say tell the owner first, before anything
else, a hundred percent tell the owner. I would say be very, very proactive with it, right? Especially when you're talking to the owner, kinda have a plan in place. And, you know, that's something I know that a variety of companies or organizations will do. They have, you know, okay, yes, we've put our staff and our trainers or our walkers, whatever, we've gone through a lost pet prevention class. So that way we know we take the extra precautions to not be in this situation. But if we are faced with it, we do have, you know, a steering operating procedures of what to do and how to do it and when.
And that kind of thing. but you know, definitely have just a template like a blank flyer that says lost and a phone number on the bottom. And start with flyers. Definitely re if you if they do want to consider a tracking dog, I would say reach out sooner than later. Because ideally they reach out and they schedule or whatever, and then Fluffy comes home and I'm not needed. But if they wait the five days to reach out and then you're booked seven days out, now we're in two weeks. And while yes, tracking can still be done.
But I have a feeling that you're gonna have a very upset owner that's gonna be frantic and and whatnot. And again, it's just kind of wasting time that could be used to put an action plan in place with feeding station flyers, do this, don't do that type of thing. Now, when they call, like right now I am booked out almost two weeks, we do say, Okay, well you live here and you say this is you know, make sure you have flyers here, here, and here. You know, make sure you get flyers. I tell people to get flyers to the churches within a ten to fifteen mile radius because that's a different demographic of people.
Right. You know, they're probably not on Facebook. And if they're driving around they might not see the, you know, letter size flyer on a phone pole. But they go to church, type of thing. And so we can give them resources and things to do that will be that help and proactive per se until we can get there.
Lianne Shinton (54:42)
Excellent. And yeah, you keep saying flyers. So I think that is one of the biggest things is have a plan and
Carmen (54:46)
Big, big, yes.
Lianne Shinton (54:47)
have a plan in place. Cause if you're just like a two-man show, a one-man show, you know, maybe have somebody where you could say, hey, print these, get them out for me, have a flyer person, because these flyers seem to be a really important piece for this.
Carmen (55:01)
There
I tell people that if they can afford good flyers or they can afford Carmen, they need to go with the flyers. Because at the end of the day, once I'm there and if we get to a different area, guess what? We're still gonna need flyers. So, you know, that I can't stress that enough. And it's probably th the most challenging thing to get people to do because it's not fun. It really actually no, it's it kinda sucks having to go put a flyers on every stop sign and whatever. And it's
Lianne Shinton (55:25)
Yeah.
Carmen (55:25)
tedious and it's just, you know, whatever. But it's also
the number one way to to get your pet home quickly and safely.
Lianne Shinton (55:34)
Excellent advice. well maybe go ahead and share again how folks can find you. I we know your website, if you could share that again, any socials
Carmen (55:42)
Mm-hmm.
Lianne Shinton (55:43)
that might have information for them
Carmen (55:45)
So
Lianne Shinton (55:46)
on.
Carmen (55:46)
the website is professional pettrackers dot com. The Facebook page is petfound, well Facebook dot com and then petfound inc, INC. And then Instagram is found professional pet trackers.
Lianne Shinton (56:00)
Excellent. Well thank you f
Carmen (56:02)
I have a feeling if you
Google Carmen Brothers, you'll probably also get me as well.
Lianne Shinton (56:08)
Awesome. And your homework is to go watch Ace Ventura Pet Detective.
Carmen (56:12)
Yes, a hundred percent. I won't yes, that's gonna be added to my to do list.
Lianne Shinton (56:16)
Love that movie. Love that movie. So yeah, that is your homework. All right. Awesome. Well, thank you, Carmen, for joining us today. I'm sure
Carmen (56:24)
Horse.
Lianne Shinton (56:25)
that this will help somebody out there, be it a dog trainer or a pet owner, to hopefully avoid this.
Carmen (56:29)
Yep. And you know, if you do have
trainers that wanna kind of go dive down into loss pre prevention and what have you, I I've worked with a variety of companies and I'm happy to help you structure something for, you know, your organizations as well, whether that be two people or, you know, I've I've worked with some of the larger, you know, app based dog walking organizations, rolling it out to thousands. So we can kind of get you on the right path.
Lianne Shinton (56:54)
So like helping them have like SOPs in place a plan.
Carmen (56:57)
Right,
right. At the twenty four hours do this, at the thirty six hours do this. And again, pet parents are always gonna react differently. Some are gonna be very understanding 'cause it really can't happen to anybody at any time. And then you're gonna have people who are like, Okay, I'm calling my attorney and so that way you're you know, you have something to present and to work with so legal action can be avoided, ideally.
Lianne Shinton (57:19)
Yeah, and I think too like a big thing for me is I try to have a relationship with my clients where
Carmen (57:25)
Right.
Lianne Shinton (57:25)
there's so much trust and good communication so that if something bad happens, I can make that phone call and we can talk through it and work together. but
Carmen (57:38)
Right.
Lianne Shinton (57:39)
yeah, maybe like not taking on clients that are giving you that red flag vibe where they
Carmen (57:46)
Yes.
Lianne Shinton (57:47)
Have a lot of I wanna see your contract and what happens if this happens and yeah.
Carmen (57:51)
a hundred percent. Yes. Yep. I and
I I get that too. Like, you know, that's something me and Megan have worked out. If she thinks it's gonna be, you know, if it's gonna they're gonna be too much per
Lianne Shinton (57:58)
Risky.
Carmen (57:59)
se, we back out as, you know, politely per se as we can. But per some personality types just don't click and don't mesh. And, you know, if at the end the day they might be better suited to work with somebody else to help them bring him over home, then that is a hundred percent a route we are okay with taking.
Lianne Shinton (58:20)
Yeah, yeah, for your sanity. Awesome. Well, thank you so much, Carmen, for sharing.
Carmen (58:25)
Course.
Lianne Shinton (58:26)
I hope that you listeners got something from this. that yeah, so much, so much to unpack. I just really,
Carmen (58:34)
Ha ha ha.
Lianne Shinton (58:35)
really enjoyed learning about all of this. So thank you for sharing with us today, Carmen.
Carmen (58:39)
Of course, happy to.
Lianne Shinton (58:41)
awesome. And again, I'm Leanne Shinton from Automation Talks, and thanks for listening.
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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