Dog Training, Emergency Care & The Gear We Can’t Stop Talking About with

Alexis Christie

August 7, 2026

57 min

Automation Dogs Podcast

About this episode

In this episode, I’m joined by Alexis Christie, a professional dog trainer with Eastern Florida Dog Training and the founder of The Roman Lead. With a background in veterinary medicine and years of hands-on training experience, Alexis brings a unique perspective on keeping dogs healthy, confident, and prepared for life’s unexpected moments.

"Dogs see the world through their noses, and that changes everything about how they experience stress, training, and the environment around them."

— Alexis White

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Full conversation

Transcript

Lianne Shinton (00:01)

Hey everybody and welcome. I'm Lianne Shinton from Automation Dogs. So happy to have everybody here today. And today I'm interviewing Alexis Christie from Eastern Florida Dog Training. Welcome, Lexi.

Alexis Christie (00:15)

Thanks, Lianne.

Lianne Shinton (00:18)

Awesome to have you here. And I have interviewed Brandon from Eastern Florida Dog Training before. And you are newer to his team. And I think we're gonna dive into a little bit about your background and some of the benefits that you're able to bring to Eastern Florida Dog Training.

Alexis Christie (00:38)

Yeah, yeah. So I'm very blessed. been a part of Eastern Florida now for been mentoring under Brandon directly for a little over a year. finally within these last six months, been taking on my own clients. so been very excited, very eager in that regard. Eastern Florida is really those guys, Brandon Hadwin and Dwayne North have been so incredibly welcoming.

Of me, my family kind of into the whole dog training world as a whole, which has been very exciting, incredibly refreshing. my background, I'm born and raised in Brevard County, right here on the Space Coast. So feels really good. I grew up here. remember listening to the space shuttles go up. NASA has always been close to my heart. I've got family that still works out there to this day.

Growing up in Florida, you know, I think we're all kind of lovers of the outdoors, if you will. we're very lucky here. right now it's pretty hot, but 24-7, 365, we're able to be outside and enjoy that. and then yeah, so kind of new to the dog training world, but really happy to kind of be back, be back home more or less.

Lianne Shinton (01:55)

Awesome. Yeah, we are heading to Florida and I've never been to the space coast. So can you tell me a little bit about that? And you said you had family that that actually works there.

Alexis Christie (02:08)

Yeah, yeah. So I'm very lucky. back close to family, some immediate family. My mom's been working out at the Space Center, gosh, about as long as I've been alive. And my wife's an engineer and she works out there as well. So got a lot of friends and family also that that work out there. So it's it's pretty cool. nothing beats the space shuttle launches, but the rockets and everything, seeing that all the time is is definitely pretty unique and really cool to see living here.

Lianne Shinton (02:38)

I can't wait to see that one day. Now,

Alexis Christie (02:40)

Mm-hmm.

Lianne Shinton (02:41)

as far as the dogs go, I know that you have a veterinary background and dogs and loud noises. Is that a problem

Alexis Christie (02:50)

Yeah.

Lianne Shinton (02:51)

out over there by the space coast?

Alexis Christie (02:55)

It's it's definitely pretty loud. fortunately, it makes for great desensitization work. it kind of just

Lianne Shinton (03:02)

True.

Alexis Christie (03:03)

becomes a a lot less novel to them over time. a lot of the times these big thunderstorms that roll in provide just as much noise distraction. so just something to work through. But every location has its pros and cons. and I would say more often than not, that's definitely a pro.

Lianne Shinton (03:23)

And like desensitization. I like that when thunderstorms are in the middle of the day, so it's not in the middle of the night and a dog is like,

Alexis Christie (03:32)

Yep.

Lianne Shinton (03:32)

you know, scared and I'm like, I'm sleeping. But during the day you get some of those Florida th thunderstorms. What kind of desensitization work could we do to help our dogs?

Alexis Christie (03:45)

Yep, yep. So so per Florida, of course, it'll be raining on one side of the road and and dark black clouds and on the other side it's it's bright and sunny. very Florida esque to do that. but honestly like I've got one right now. She's my my oldest. she's a little Malinois German Shepherd mix and she definitely does not appreciate the thunderstorm. but we've been able to

She's moved around all over with us and been through plenty of weather scenarios. And pardon me if I feel like I'm yelling. It is torrential downpouring right now. So I'm trying to talk over that. But honestly,

Lianne Shinton (04:25)

Barry, Florida.

Alexis Christie (04:26)

I'll kind of jump right into it. So I most of your listeners are probably familiar with the dopamine boss as far as detection work goes. But that's something that I really enjoyed using for my personal dogs, pet dogs.

as far as noise conditioning, fortunately, the the dog that I'm talking about, my personal dog, she's a a big foodie. so dropping some food in there, getting her used to different sounds, different touch points. she also, as a vet tech's dog would be, doesn't like being poked with needles. so she has been in in the past historically a little bit difficult to provide care to in in that

Since so the dote box has provided me a way to kind of refocus her attention and sensitize her to me touching her in different locations. I'll actually even sound kind of silly, but I'll even take like a toothpick to mimic a needle stick. and same thing, you can apply that concept to the thunderstorms. so we just had fourth of July, which usually provides a lot of overwhelming anxiety for.

both owners and their pets. and for the boarding dogs that I had for fourth of July, we did a lot of Doke Fox work where I might place it in front of the wall, bang on the wall, or clap loudly or things like that to kind of prepare them for that. And then now my dog is able to go outside and we play in thunderstorms, like it's not even happening. Obviously safe links providing the lightning gear in Florida, but it it's, you know, as she's gotten older, she's really been able to gain a lot more confidence in that regard.

Lianne Shinton (06:08)

Such a great solution that you can give that specific exercise to the dog and then transfer, I assume, to the owner. Could you elaborate a little bit more on a dopamine box, what that is and how that all works for those that may not know?

Alexis Christie (06:27)

Yeah, so I mean the dough box, most of your listeners are dog trainers, so they'll know it's literally just a box. might be different depending on the size of the dog. I've got a little Yorkie right now, and I quite literally just tilt the box over on its side so she can kind of have access in that way. but like a twelve by twelve square box that's got sides on all four. and you want the dog to kind of stick its head directly down into the box, which

Unfortunately, for a lot of these pet dogs, is a big ask initially. you'd see a lot of these pet dogs come in with a lot of fear, a lot of lack of confidence, if you will. so even just putting the head in the box initially, it's kind of an ordeal for some of these guys. but I've even told owners, there are of course nice expensive ones that you can buy online. I've made my own, and I've even told

one one owner to to use a shoe box right she had a very small dog but she had like a cardboard shoe box same concept a a lot more cost effective for her wallet in that particular situation but really just is very confidence building and i've been fortunately having a lot of success applying that to these guys to desensitize them to me touching their nails right a lot of these dogs that come into the vet clinic

They want that life-saving nail trim, but the owners can't touch their feet at home. So that leaves us as vet texts in a tight spot, right? and like I was saying earlier, my dog really had a huge aversion to being poked with needles. so she's got her head in that box. I'm feeding food to her at the same time, and we do a little poke in that leg or various locations of the body. and found a lot of success there.

Same thing with the pet dogs, very confidence building for them as well, kind of getting these guys used to being touched in those locations that they would if they were going to the vet. So it's been really fun to play with.

Lianne Shinton (08:28)

That's cool. And you mentioned, as you know, that a lot of my audience are dog trainers. this is just such a great exercise to help the veterinary staff, too. So how would we, as a dog trainer or as a pet owner, facilitate, like saying, I'm gonna bring my dopamine box in to the vet hospital to maybe practice?

In that environment, would that be something that someone could do?

Alexis Christie (08:59)

Yeah, and I I'm sorry, Lianne, I'm having a little bit of a hard time just with the the rain that's coming down. but I think you mentioned bringing the dope box itself into something like the vet clinic, which is actually something I've done. you're you've trained dogs. most of these dog trainers know these guys see in pictures, so building up different pictures, obviously. we like to build that outside of the clinic. the clinic unfortunately tends to provide a very overwhelming amount of stress.

you walk in the door, that fierce scent. there's usually a lot going on. but I've got a young Dutch Shepherd who we've been really working through a lot of different reactivity stuff, working through building up his confidence in the vet setting. And I am fortunately blessed enough to have the feast to the clinic and doctors and owners of the practice who were very supportive in me taking these guys, putting them in the clinic.

Obviously, we'd start out after hours. So there was minimal staff to no staff as the the clinic was closing and just kind of building that up at home in a familiar setting, just like we would any other behavior, taking that on the road, putting them in the vet clinic, showing them that same picture, and then working up slowly towards those distractions. Like, see, actually we've been having.

a lot of success with him in the vet clinic without medications, without a muzzle, no reactivity, walking through the clinic and and he's now getting physical exams done by multiple different doctors. So and and that all stemmed from

Lianne Shinton (10:36)

Nice.

Alexis Christie (10:37)

the dope box, finding what motivates him, and kind of starting from the ground up in that regard.

Lianne Shinton (10:44)

Nice. Could you share a little bit about you mentioned the strong fear scent that dogs will pick up when they walk into a veterinary hospital? Could you talk a little bit about that?

Alexis Christie (11:00)

Yeah, so I think we as humans we verbally communicate, we have a spoken language, right? So it's very easy to forget that these dogs, regardless of breed, they see the world through their noses, right? And body language and visual visual cues. and unfortunately, the vet clinic is obviously a very high traffic area for both different humans and animals.

the clinic that we're at now is a small animal in general practice. So cats and dogs. and as you know, with all that different foot traffic, full human and animal leaves a lot of scent behind. And unfortunately, no matter how trained the staff are, how skilled we are at animal handling and doing our our jobs, it tends to be a very stressful. A lot of these animals are injured, are sick.

Our herding, even our you know general wellness visits, those annual appointments with vaccines and exams, it still unfortunately provides that heightened level of stress, which leaves behind that fear scent. and that kind of just builds up. we see a lot of these dogs come in. I have a lot of owners that say their dogs know they're going to vet before they even get in the car, right? so from the the inside of the house.

All the way to the driveway, as soon as I get in that car, they're already stressed out, right? So then by the time unfortunately they get to the vet clinics, it just kind of compiles on on top of each other. And these guys see the world through those noses, and that's the usually the first thing that hits them right in the face as soon as they step foot in the clinic. So it's kind of a constant battle of trying to overcome that to get them through that experience.

Lianne Shinton (12:57)

And I think it's probably makes it a little more peaceful for the techs and the veterinarians when you and the owners are putting in this great work. could you share a little bit about things that maybe dog trainers could do to help? And you've used this word before when we've talked in the past to to kind of bridge any gaps between dog trainers and veterinary. this might, you know, be something.

That dog trainers could help veterinarians get, you know, more positive experiences with the dogs if they're kind of working together.

Alexis Christie (13:37)

Yeah, so I we have some plans drawn out on the the dry erase board for for next year. kind of bridging the gap between veterinary medicine and the world of dog training is is my soon to be baby. It's something that I'm definitely very excited about and passionate about. but in the interim, I find unfortunately now that I've really been able

To see for myself first-handed and have these experiences with with with client dogs outside of the vet clinic. Unfortunately, a lot of these dogs just have never experienced going through achievable amounts of stress just in their day-to-day. so kind of like how I touched on already, they come to the vet clinic and they're already stressed, and then that just kind of compounds on top of each other.

The goal being, you know, vet care, dog behavior training, kind of meshing as one, reinforcing each other instead of kind of being operating in isolation. But a lot of that starts even even just at home, especially like we see a lot of young puppies. fortunately at the clinic that I'm working at, our veterinarians are are very passionate about

Teaching behavior. It's just not always something that you can accomplish in a very short window of an appointment time. But it is something that even the staff who might not have a huge interest in animal behavior, we really are blessed that everybody is very passionate about going over basic handling, basic desensitization. A lot of the times I have conversations with clients outside of the vet clinic where

You don't even I feel like every every everyday, you know, average pet owner thinks, well, I have to do this full big 30 minute to an hour training session and it has to look and I have to have my tree couch on and it has to look professional. And you know, they have this very unrealistic idea of what a training session should look like for the everyday owner, which right, if we're getting ready for the trial field, that's you know something that we have to check off the list, right? But for the everyday pet owner, I I tell them, you know, even five, 10 minutes twice a day.

for some of these guides is is very valuable and and can be enough. I I tell them, you know, if you're just having a lazy Sunday afternoon and you're you're sitting on the couch with your dog, give them a rub down, right? You know, pet them, really pet them, massage them, feel down those legs, start touching in between those toes, get them used to to being touched in those areas. One, giving a rub down in my opinion,

is a bonding experience for owners and the dogs, right? after my training sessions, I sit down on the floor with these guys and we just have a quiet moment and I, you know, give you a little massage and it's a way for us to catch slumps and bumps, right? How many times do we hear these guys come into the vet clinic for an annual exam? And it's like you know, the technicians getting his or her vitals.

And we're like, you know, there's a lump over here on the on the left shoulder. How long has that been there? And the owners have no idea, right? And it doesn't make them bad owners. it just goes to show you you can live your everyday life with this this being, and you're not really touching it and feeling it and and having that kind of relationship with it, right? the I can't stress enough how many times we as technicians are like, gosh, this nail trim's not, you know.

This is going to be pretty interesting because Fido does not like his nails touch and he's 110 pounds and you know the owner doesn't want to put put him on medication, right? So we we kind of unfortunately face those battles of we can't always be veterinary professionals and dog trainers in the same scenario, right? that's unfortunately got a lot of truth to it.

but those are little things. my Dutch Shepherd puppy, for example, when he was a puppy, really great for basic handling, but would not let my veterinarian, who he he's known for his entire life, right? would not let her look in his mouth, right? She he did not and he wasn't being aggressive about it, but he did that little puppy head shake, right? Where they don't want to be manipulated and and and held still. so we actually put it on a cue and now you can say teepees.

And he holds his mouth perfectly still and you can look at every single tooth, right? so

Lianne Shinton (18:22)

Yeah.

Alexis Christie (18:23)

even something as little as that, because those also grow up to be the dogs that nip you in the fingers, whether it's intentional or not, right? It's it's frowned upon. same thing with teeth rushing, right? I'm not saying every dog trainer who has their board and trained dog in has to brush their teeth, right? Like that's not a realistic goal for for my personal dogs and I work in veterinary medicine, right? but

It's just another way, another option that you can work through desensitizing them to touch, right? We I feel like we love, especially as dog trainers, we love to teach dogs new behaviors. We love to see them, you know, cycle them through drift different drive states and teach these new behaviors and do X, Y, and Z and get that perfect Instagram shot. But we sometimes can forget that there's a lot of value in doing absolutely nothing, right? You wanna have a

An on switch and an off switch. And let me tell you that off switch is really valuable in an in clinic setting when I'm trying to just listen to your dog's heart rate and he can't even sit still because he's jumping on me and he's licking me in the face, right? It's it's cute, but it makes our jobs a lot harder in the tech side. And those are all things that yes, dog trainers can teach, but also owners just at home, even if they're not already working with a with a trainer.

Lianne Shinton (19:46)

This is just such great, impactful information for dog trainers. And also, like you said, that pet owners could be doing at home. And then I think you mentioned we talked about bridging the gap from the dog trainer to the veterinary staff. maybe give us some ideas as dog trainers where we could just go into the hospital and say, this is what we do.

with

our clients

Alexis Christie (20:12)

Yep. Mm-hmm.

Lianne Shinton (20:13)

to help you guys to help them and of course to help the dogs.

Alexis Christie (20:19)

Yeah, so that's actually one of my ideas on my white board currently. I've just been provided a unique opportunity. You know, I I see things from all perspective. I've been at Vet Tech now for almost 10 years, very new into the dog training space, but have gained a lot of insight there. And I, you know, as a senior technician, I work a lot on a routine basis with my younger technicians and and staff.

Just on basic handling skills, how to recognize behavior, really empowering them to feel confident and comfortable working with some of these more air quote difficult dogs who might not be your picture perfect, easy exam, if you will. same thing, you know, from the dog trainer's perspective. trying to network with different clinics to potentially provide, obviously, not step on toes, but to potentially provide.

you know like lunch and learn style opportunities to go over all of those you know again basic handling how to read behavior what to do if xy and z is happening how to empower your staff to talk to these owners you know i touched on earlier we get a very short window to pull these guys' ears and say xy and z this is everything that's going on a lot of the times those visits predominantly are are comprised of sick visits so

We're providing medicine and providing care in that way. And training and behavior doesn't always get talked about with each client on a routine basis. But by the same token, we see a lot of annual exam appointments, we see a lot of young puppies, a lot of working dogs, and really just starting to kind of network with different clinics, also providing programs within the business to kind of focus on, you know.

Everybody loves the clean slate puppy, right? that we can just build on. it's not every case scenario, but also making you know, even if it's just our older dogs or routine board and trains, kind of adding in those different scenarios that they would see in a vet clinic, potentially going into the clinic itself with these owners and their pets, kind of walking them through different scenarios.

I've that Dutch Shepherd, the big guy that I I have right now, he's one of our personal dogs. I spend a lot of the time we we play tug, right? Outside of the clinic, right in the parking lot. And he gets a lot of that drive out right there in the parking lot. So he's in that setting. He's he's familiar with it, he's willing to play. And you get a lot of that drive, that anxiety out, just being able to to play in a meaningful way. and then

We go into the clinic and you know, we do what we have to do. He he doesn't have to love it, right? And he doesn't, but he tolerates being handled. he doesn't have these huge blow ups. and we're able to accomplish that and get through that amount of stress and then come out of the other side much more comfortable. I would use loosely, because like I said, he's one that he really would rather not be there.

But I don't have to wrestle the 90-pound Dutch Shepherd for my vet to to listen and and touch and and do those things. And I've had success doing that with other clients' dogs in that setting. So so a lot of little things that kind of add up to a bigger picture there over time.

Lianne Shinton (23:57)

Yeah, and I totally get that. My my girl, she's not a big fan of the veterinary hospital. And luckily, there's a dog pool next door. So we go to the dog pool on a regular basis. And whenever it's time to go to the vet hospital, I make an appointment at the pool either before or after. And I thought, well, I'll make an appointment after the vet hospital. It's like, you did so good. I'm going to reward you with going and playing at the pool. Well

The last time I scheduled her to go to the pool before the hospital, and it was a night and day difference. So got some of the energy out, I think that really helped. So she was a little bit more of like relaxed from just being a bit exhausted. And she had her pool toy still with her. And it just made such a world of difference. But yeah, setting up some kind of plan.

So you can try and help them to overcome these fears can be super advantageous for the veterinary staff, for the owner, and then most importantly, for the dog.

Alexis Christie (25:06)

Yeah. Yeah. And and you know, of course, there's always going to be knock on wood, hopefully not in my immediate future again. those emergency visits, right? the poor Dutch Shepherd that I was just talking about, he actually pulled his Iliosoas and and we had a pretty terrifying event that found us back at the vet clinic unexpectedly, but we still had a really positive outcome.

Because we built that foundation and we really had shown him that picture enough times that even though he was very uncomfortable and painful throughout that exam when when Doc was manipulating him manipulating him in those different pain points, we still had a great outcome, right? but I I can't stress enough. kind of referring back to who said it? I want to say Jack and Chad Mackin.

you've probably heard of it, but their layered stress model. essentially it's kind of comprised of let's see, like you have your base, your base levels of understanding, right, between you and the dog. you add into that equation health status, right? Are they injured? Are they, you know, is their gut?

Right, gut microbiome is a is a big buzzword right now in the vet field. are they on a good diet? do they feel good? Are they hurting? Are they injured? Right. lifestyle. are they living a biologically fulfilled lifestyle for that you know specific breed? Right. is there clarity in your communication and training between the owner and and the animal? Does it have boundaries and rules?

And and then of course like triggers and things like that. But it it is essentially a a whole equation, if you will, that, you know, when you look at a reactive dog, well, is it being reactive because it's just being a pump, right? Like there are those dogs out there that just find it very self-rewarding and they love the sound of their own voice, right? or are you am I seeing this reactivity from you?

Because, you know, you're fresh out your crate. I haven't done any, you know, we haven't done any training. We haven't done any meaningful play. We haven't had an opportunity to get that outlet of drive, right? and I apply that now in in honestly every even the especially with the pet dogs, right? how many times do these owners call us and go, Well, Fido's, you know, reacting at the door or he's reacting to this other dog as we walk down the street, right?

And unfortunately a lot of the times those owners, not to say anything I we have fabulous clients, we're very blessed. but a lot of the time, it doesn't occur to them, they don't know how to play with the dog, right? And I'm not talking playing fetch in the backyard, right? I'm talking meaningful, engaging, tugging, right, or using a whimsy stick, an overgrown cat toy, if you will.

But really having that meaningful play interaction where they're going through and you're you're channeling through those drive states and you're really getting that energy out. But also working through your obedience, right? turning on that switch, bringing them up and drive, sprinkling some obedience and in the, you know, in between that is a fun way for them. You know, they're they don't even know they're sitting in the classroom right to the dog, they're just playing. but it's a really powerful way to

Build engagement, find that motivation for that particular dog, sprinkle some obedience in. So you're getting your training session in, right? and really working them through that. And that all is the baseline of, you know, before they ever see the vet clinic, right? Are we checking all these boxes off? If not, now I'm already adding a very intensely stressful environment to a dog who hasn't had all those needs met, right?

Lianne Shinton (29:07)

Yes, well said, well said. Now tell me a little bit about some of the common, maybe not common, but some of the dangers in your area that pet owners and dog trainers should be aware of. And I'm asking because I heard there was like toads or something where they okay, that's a thing.

Alexis Christie (29:30)

Yeah. So I'm I'm laughing only because yeah, I haven't thought of the toads in a while. fortunately we're not as scary as Australia, right? Not everything here wants to kill you.

Lianne Shinton (29:43)

Ha ha ha.

Alexis Christie (29:45)

but you know, we have toads where the dogs of course love to go over and lick them. and that causes a whole slew of medical issues. usually the cane toads are are the culprit there.

I find you have to be really picky. I don't always advertise, you know, to to to owners and clients like, swimming the dog, this, you any anything that involves water, just because we unfortunately have alligators and crocodiles here, right? we've got a couple spots where we found really great opportunities to swim these guys.

But but yeah, there's there's a lot of stuff here. Honestly, the lightning scares me more than anything. growing up on a horse farm, I've unfortunately been on several different working farms and we've lost a couple over the years to to lightning. So honestly, lightning scares me more than any toad or alligator crocodile ever would. we have sharks too. so lots of things to look out for. and snakes. Don't forget snakes. yeah.

Lianne Shinton (30:45)

I I think the oysters too. I I we

had an unfortunate oyster incident where Flirty was playing and she stepped on some oysters. So

Alexis Christie (30:54)

slicer.

Lianne Shinton (30:55)

we carried her, yeah, carried her around for three months and lots of veterinary care. Yeah.

Alexis Christie (30:59)

gosh. that's terrible.

I can't imagine. That's terrible. Yeah,

Lianne Shinton (31:04)

So

Alexis Christie (31:04)

so but by the same token, not to hate on Florida, fortunately we don't we don't snow. There's no winter here, right? so that's really nice. It's about being aware of your surroundings, right? Yeah.

Lianne Shinton (31:16)

Yes, yes. And

it's good to hear from somebody that's worked in veterinary that can say, well, I I do see this that you might not think about every day, like

the oysters.

Alexis Christie (31:27)

Yeah. Yeah.

Lianne Shinton (31:29)

now as a pet owner or someone that's vacationing there or a dog trainer, can you talk about having information of different vet hospitals that might be open at different times based on

maybe something that's happened on an emergent basis.

Alexis Christie (31:50)

I I think it cut out a little bit, but were you talking about ways to prevent going to the vet clinic? Is that what you said?

Lianne Shinton (31:57)

just having a plan and knowing what hospitals would be open and just maybe having it, you know, on the fridge or something like that. So as a dog trainer, if something happened with one of my clients' dogs or I'm a dog owner and something happens with my dog, just not spending that extra time trying to figure out what hospital I need to go to, what's open.

'Cause sometimes emergency hospitals are twenty four hours and sometimes emergency hospitals are only open at night. And then there's regular primaries. So maybe just talk a little bit about a a a a plan.

Alexis Christie (32:33)

Yeah, yeah. And you're you're exactly right, Leon. so unfortunately it's it's really about I, you know, I I've been trained to be very calm in emergency situations, but not everybody has the ability to do that. And that's usually the last situation you want to find yourself in doing the homework of, my gosh, well, where do I take X, Y, and Z? How where is it located? I don't even have their contact information.

So a lot of that for me is prevention and planning prior to. Nobody wants to experience emergencies, but these guys are living creatures. and if you know anything about horses as well, horses really like to try to find ways to injure themselves. so maybe it's a little bit of that horse background kicking in for me as well. but same thing as as a dog trainer, you know.

We have conversations with these clients prior to bringing these animals to to our location, where it's like you know, what vet clinic do you use? If that clinic's not open and there's an emergency, I'm gonna take it here, having that conversation, making sure that that's an open line of communication with a client prior to that animal ever coming to you. and for me personally, it's always been I have a primary form of contact, right? In in the perfect world, this is who I would call first.

it's usually a general practice clinic. unfortunately they you know, there is quite a price difference between these emergency clinics in and a general practice. but those emergency clinics are there for a reason, right? A lot of them are gonna be open 247. It's you know, finding depending on your location, finding what those closest options are. I'm very blessed. you know, I've

Found myself in situations on a Sunday morning where it's like, hey, Dr. Lindville, I've got to run this guy in. I need to take x-rays, you know. And and I've been very blessed that the owners of the practice that I work at now have been so supportive of me and trusting of me that I've been very fortunate in that regard to kind of use the clinic when I need it. but for the everyday owner, first and foremost, having that contact list of what are your options, what time of day is it, where are you gonna go? and by the same token,

I always advocate for having a med kit in the house. you don't have to practice medicine to have some basic essentials. a lot of the times I feel like the most common thing I hear is a torn nail, right? the nails really love to bleed a lot. and and for some owners who have never seen that amount of blood, that's a quite a terrifying experience. so just

And a lot of these materials you don't even have to order from a vet clinic, right? You can get them off the shelf at CVS or on you can get everything on Amazon, right? but having different gauze pads, Telfa wraps, vet wrap, quick stop, cornstarch, even right, I've told people to just grab off off the the kitchen counter, right? I don't always advise for the everyday owner to wrap.

limbs, right? That comes with complications in and of itself. But if you can at least stop the bleeding, find your way into a hospital, you've been able to essentially manage that situation right away. And now you can go seek professional help. By the same token, my clinic, any clinic really that I've ever had conversations with, you can call me on the phone and and our staff will talk you through that stuff, right? It's not something that you have to do alone.

you can call us and say, Hey, my dog's bleeding from its foot, X, Y, and Z. And we can walk you through over the phone through that experience. But not everybody has to have a stethoscope, right? Not everybody's trained on how to use that. but I do take a lot of time when I'm in clinic showing these owners how to take a basic set of vitals, right? You can still palpate a pulse. We can show them where you can palpate those pulses on a dog.

you can show them how to count respirations, right? you can have them get an over-the-counter either erectile thermometer, they make your thermometers now. you can get a temperature. You can take a look at those gums, make sure they're pink and get a CRT time. I learned this, I it's been ingrained in my head through the horsemen medical world. know your animals you know baseline.

Right. I've got one, my intact male, he runs really hot. so I know if he's got a fever, he's, you know, X, Y, and Z. Right. But I know his baseline, I know his resting heart rate. I know what he looks like when he's overheated, right? Florida, we were talking about this prior to this conversation, how hot it is here, right? Recognizing signs of heat stress. so all of those little things kind of add up, but having a basic med kit.

having that information so you're not Googling panicking where's the closest location to you. But also having a great relationship with your veterinarian is by far the most underrated you know thing of value that I can think of. you know having a standing, you know, I'm not saying you have to go spend money and do all of these things with a veterinarian, but if you're your client there, they're open, you call them and say, hey, X, Y, and Z, we're gonna know what is your dog's normal look like? What's your dog's normal temperament?

You know, are they acting a little bit weird today? Is that something you've noticed? And yeah, that you know, based on the history that we know of this animal, yeah, you're right. Why don't you come bring them in just so we can take a look and make sure nothing abnormal is happening here? so a lot of different things that you can do prior to to any emergency situation even happening.

Lianne Shinton (38:16)

Yeah, some of the big takeaways have a first aid kit and it's okay to call and just kind of have the the tech or yeah, yeah,

Alexis Christie (38:26)

Yes. You don't have to pay to call.

Lianne Shinton (38:30)

have them kind of triage over the phone and let you know if yeah, you need to come in or not. And I think too, from my past experience in working in emergency, if your dog isn't doing that well on maybe like a Thursday, Friday.

If you don't get to be f yeah, you're going

Alexis Christie (38:46)

Come in before Friday.

Lianne Shinton (38:50)

to end up in emergency on Sunday and there could be other emergencies and you sit there five hours and like you said, it's more expensive there. It's not your primary. So yes, think about it as a dog trainer. If I've got a dog in my care and just they're not doing well. I don't know if maybe they ate something before they came in for their boarding or what is going on.

But try to get that checked before the weekend and you're into those emergency hours.

Alexis Christie (39:20)

sure for sure but also I I I will touch on that's just knowing your dog right you know that's just knowing what their normal is and really kind of whether you have one dog or or 10 dogs knowing that individual what's normal what seems a little off same thing from a dog trainer's perspective we spend so much time with these guys even if they're not our personal personal dogs you know these board entrains that come through I'm like

Timber, you're looking a little weird today. Like you're moving a little stuff on that leg, right? Just paying attention to those little like idiosecrancies on on a daily basis is super valuable.

Lianne Shinton (40:00)

Now, about medication, because us as dog trainers sometimes we'll have a dog drop off for boarding or board and train. And maybe they've got to take a flea preventative or a heartworm preventative, or maybe they're on, you know, prednisone or something like that. As a dog trainer and as for pet owners, should they just bring it in in a little ziploc? Should they bring it in in the prescription bottle?

What should those details look like for especially for the dog trainers that are listening?

Alexis Christie (40:34)

Yeah, so very good point. I like everything to be exactly mirrored as if it was sitting on the shelf in your kitchen, right? it's definitely from my vet tech background, everything should really be in that little labeled, beautifully labeled container, right? with what that medication is, what the dosing instructions are, because I promise you you can tell me something, and if I don't write it down in that moment.

I've got 10 dogs in front of me and it's, you know, 9 p.m. at night. I may not remember what you told me, right? but for me personally, and I know at Eastern Florida, we want it we want to have that conversation. and we are having that conversation with the owners prior to them even coming in if they're on, if they have pre-existing cons conditions, right? Especially medical stuff.

We want to know about that so we can potentially maybe tailor the training in a specific way for that particular dog. flea and tick prevention. in Florida, please people, please keep your pets on definitely heartworm prevention, mosquitoes, you know, we live in the land of. but that's something that, you know, if the owner hands hands me over that.

I've got a little calendar with these guys that are here with me. So I'll write that down. I also text the owner on the day that they tell me that it needs to be given. I also send that information to them so they can make sure that they're putting that on their calendars or phones or whatever that looks like. but it's it's just basic, you know, making sure that there's that client communication and that it actually gets done, right? our laundry lists tend to really pile up. you know, we have

Four to six. some some of these guys are doing shorter programs, but that's a long time span of I have to check these certain boxes off, right? And and

Lianne Shinton (42:25)

Yeah.

Alexis Christie (42:26)

sometimes that stuff can get easily forgotten, especially if you got more than one dog in that rotation. So personally I'm very old school. I like a pencil and a calendar that I can write on. really just whatever's gonna be realistic for

for that individual and then having that conversation with the client before that animal even comes to your location.

Lianne Shinton (42:51)

Yeah, I think that's so important having that conversation, just taking a bit of a deep dive, just so you could kind of maybe stay ahead and stay informed. And I really like the idea

Alexis Christie (43:01)

Sure.

Lianne Shinton (43:01)

of like having the pill bottle that has the doctor's info and the exact dosage because I've definitely had like dad's dropping the dog

Alexis Christie (43:07)

Furniture. Yep.

Lianne Shinton (43:10)

off and he's like, I don't know, he gets a pill like every other day. And then it's maybe not true.

Alexis Christie (43:14)

Yeah, classic husband that doesn't know anything that's going on. Yeah.

Lianne Shinton (43:19)

Yep.

And I've definitely had situations where I'm like, I've got to call the doctor. And boom, I've got this pill bottle right here with the doctor's info. So just extra information

Alexis Christie (43:27)

Yep. Yep. So nice.

Lianne Shinton (43:29)

to yes. So now I know that you have kind of started the last time we talked working in some equipment for dogs. Could you share a little bit about what you've got going on there?

Alexis Christie (43:45)

Yeah, so I this I I I honestly don't even have words right away. because I'm just so grateful. We have started our own LLC. it's called the Roman Lead. kind of came out of a necessity in in talking with the guys at Eastern Florida. They needed equipment and unfortunately there was nobody local providing that. It was all like

I'm gonna order this through Etsy or I'm gonna order it through X, Y, and Z website. And then it would take several weeks. You know, there was a huge time delay between I need as a dog trainer, I need this particular piece of equipment. I need it yesterday, right? and that huge lag time between when you could actually receive it. and my very talented wife, being the engineer that she is, was like, you know what? I think I can make that. and we've

Been just incredibly blessed. everything business-wise for us has been word of mouth. Eastern Florida, those guys have been huge supporters of us from day one. And you know, we're able to provide like dominant slip leads. we we're doing leather goods, being the horse snobs that we are, we're very picky about the leather products.

But it's been really exciting getting to do the different leather work, making collars and leashes of varying sizes and styles. We're also we've been dabbling into reward toys. so like the ball, ball on the string, French linen tugs of varying sizes and shapes. we've been really fortunate. We've had a few successful vendor shows already, and have got some exciting things coming up this fall.

And like I said, just everything's been word of mouth. We've been incredibly blessed through this whole process. It started out as as something that kind of just came out of a casual conversation and a need for a particular product. And we just from conception up until now, have been able to make that a a reality. So it's been very exciting.

Lianne Shinton (45:56)

That's cool. And I think I can for those of you watching, I think we can see some of the equipment in the background along with your Roman lead logo there. That's cool. So that's

Alexis Christie (46:05)

Yep. Yep. Yeah, so

Lianne Shinton (46:07)

a a nice bite pillow.

Alexis Christie (46:09)

Yes, so we started making bite pillows. we've been very blessed, some of the decoys local to this area. We've been getting this stuff in their hands and they've been really enjoying it. we've been making different everybody, everybody with a Malinois knows the power of a ball on a piece of string, right? different style Martingale collars, leather collars, training leads. so especially for these Tet Dog owners, just a basic slip lead.

and then we've actually also

Lianne Shinton (46:40)

That's a big

safety. I really like how could you show me that slip lead? It looks like there's a a very obvious safety there.

Alexis Christie (46:51)

Yeah, so the nice

Lianne Shinton (46:52)

And there's two

Alexis Christie (46:52)

thing about these, we so double double stoppers, yep. And we also make like I've got a little four-pound Yorkie in right now. So we also make the micro slips, just obviously on a more minuscule size, but the double stopper, I mean most of these from from medium to large dogs that we work with, the double stoppers are really nice, kind of backup safety, if you will.

that we've had a lot of success with. And the nice thing is, you know, Dwayne, Dwayne North is still working FWC and I've been able to we have been able to get these leashes out. They've been tracking out in the woods with them in in real world scenarios and really being our our product testers, if you will, along with Brandon, we've gotten a lot of this stuff through trial and error, error of these real world situations, whether it's tracking out in the woods.

these big power breeds biting on the toys and just using these leashes on the the training dogs. it's it's been a really truthfully humbling and fun way to kind of figure out and be able to tweak things and have real real world suggestions and and things that work and don't work. And I feel like within these six months we've really been able to dial that in and and have a lot of success there.

Lianne Shinton (48:16)

Yeah, I've not seen Slip Lead. I'm obsessed now with the double safety. the ones we typically use, the safeties or the stoppers, they'll wear down. You know, you're walking the dog in the rain or he goes in the pool and you know it it wears down over time and you know the dog shakes and now the stopper is looser.

Alexis Christie (48:35)

Yep.

Lianne Shinton (48:38)

So how did the double stopper come about?

Alexis Christie (48:43)

it really came from our big 90-pound Dutch Shepherd that I I've mentioned several times through this podcast. He he's really kind of been he is I I my heart dog fortunately is still with me. he is more I'm the spare human. He's he's my wife's working dog. But you know, it he is the reason why we met Brandon and this whole this whole dog training thing kind of got started. We we met Brandon neutrally working with him and

And we have, if anybody knows us personally, we've been on a journey with this dog. and he's taught us a lot and we've overcome overcome a lot with him. But ultimately he's an intact male 90-pound Dutch Shepherd, right? And you know, we've accomplished a lot, but it came out of a necessity of we have to make a product that will hold up, right? because

You got a big dog on the end of the line. And if your equipment fails, now we have a problem, right? Especially getting into the Bite Sport world with him and really just making sure that these products are holding up. and we we had the same issue where that first initial stopper just loosened just a bit and then it loosened just a bit more, right? Exactly like you said. And we were like, well, let's put another one on there. And we've had a lot of success with it. so, so yeah, it's it's

It's just been something that through trial and error we found out what didn't work and that's been working really well for us and it's usually something it's usually honestly a leash that we recommend for a lot of our pet dog clients as well.

Lianne Shinton (50:19)

Yeah, I would think like I helped my friend with her dog training facility, and I'm definitely gonna be telling her about these because you know it's it's so easy to have the dogs come out of their crate or their kennel and just gently slip the the leash on them so you're

Alexis Christie (50:30)

Yes. Yep. Yep.

Lianne Shinton (50:34)

not too confrontational. But then, you know, you you cinch up the safety and like I said, they shake and it loosens. Can

Alexis Christie (50:42)

Perfect.

Lianne Shinton (50:42)

you show me that leash again? I'm I want one. Let's see it.

Alexis Christie (50:45)

Yeah, for sure. I will

definitely you just tell me what colors you want, we'll send you one. But let's see. So it's got that double stopper, the ring. And then we've

Lianne Shinton (50:54)

Perfect, perfect.

Alexis Christie (50:56)

we've had several trainers that don't want the handle. really just depends on on the style that you like. but but yeah, we can the nice thing is they're very easily customizable. length, style, that's all something that, you know, it is just a conversation.

but those have definitely grown to be the most used pieces of equipment that that we've been we've been picking up lately.

Lianne Shinton (51:23)

Awesome. Yeah, and always kind of blows my mind that like all the veterinary hospitals have those cheap very hard on your hand slip lead, z no safety, no stopper. And the dogs are in such a fearful state, it's just a recipe for disaster. I I wish the veterinary hospitals would just even have cheap safety on those slips.

Alexis Christie (51:47)

Honestly, a lot of the times I'll bring that slip leash in with me and I'll just carry it around in my own pocket and and use it. it's so much nicer. and the fact that it doesn't come loose, you know, whether you're working with a fearful dog, an aggressive dog, I feel a lot safer with with that in my hand than the regular ones that don't

Lianne Shinton (52:08)

Yeah.

Alexis Christie (52:08)

have any bottom.

Lianne Shinton (52:11)

yeah. And is Roman

Alexis Christie (52:12)

I just

Lianne Shinton (52:12)

the Dutch Shepherd you keep mentioning about Okay, so that's the n the name of the

Alexis Christie (52:14)

Yes. Yes. He's hard not to mention. He's

he's a very he's a very intense dog.

Lianne Shinton (52:23)

Sounds like it, but he's he's taking you on this journey and yeah, right rightfully earned the name

Alexis Christie (52:29)

Yeah.

Lianne Shinton (52:31)

for for your business. So that is awesome. And do you have a

Alexis Christie (52:33)

Yeah, yeah, he he was definitely

the he was definitely the inspiration behind

Lianne Shinton (52:38)

go ahead.

Alexis Christie (52:38)

that.

Lianne Shinton (52:40)

Yes, rightfully so. Do you have a website for your business?

Alexis Christie (52:46)

So we don't have an actual website. we've been doing everything through Facebook and Instagram, and it's the Roman lead.

Lianne Shinton (52:56)

Okay, the Roman lead. and I can see it there in the background. So we'll we'll add in your socials in the description too. And yeah, that that's that I've never seen that before. And I'm always talking about slip leads and you know it's it's really important that

Alexis Christie (53:14)

Nice, nice.

Lianne Shinton (53:16)

you have a a a

good equipment, especially that stopper. So

Alexis Christie (53:20)

Yeah.

Lianne Shinton (53:21)

yeah, I'm sure lots of dog trainers are gonna be keen on hear learning about those and purchasing them for just in-house, plus to sell to their clients too for safety.

And so Eastern Florida Dog Training, if you could just share, I think the website for that. So if anybody listening would like to check out Dwayne and Brandon and you locally.

Alexis Christie (53:48)

Yeah, yeah. So it's Eastern Florida Dog Training dot com. That's where you can find all of our information. and you know, we kind of go through everything, everything through Brandon right now. but I I truthfully especially like between like everything going on, not to dive down a deep dark hole, but between everything going on in the real world and in the dog training space, I can't speak more highly of those two guys. They're they're so just

It's so refreshing. There, there's no gatekeeping information. It they're so welcoming. and you know, Brandon's always said, I I want to build the business, but do it with family, right? that's something he's always touched on and and is always really passionate about. And it's just really

It's just really nice to be treated like family. and and truly feel that way. so I can't say anything more highly of those two guys. I've been very humbled, and very grateful for this experience. So it's definitely it's definitely been quite the ride so far and I'm I'm very excited.

Lianne Shinton (54:55)

Yes, and they are a fantastic team and you just make such a great addition, especially with your veterinary background. Awesome. Well, thank you so much for sharing today. Is there anything else you'd like to add?

Alexis Christie (55:10)

I think we talked about a lot. like I said, I'm just I'm very humbled and I'm very grateful for this experience. So thank you for for taking the time out of out of your day to to have a chat with me. I really appreciate it.

Lianne Shinton (55:22)

Yeah, really appreciate you and and some of the takeaways, folks got like make sure you have a first aid kit, make sure you know your veterinary hospitals. Don't be afraid to call your veterinary hospitals. Have a slip lead with a double stopper, because that is awesome. Even if you think about like your dog at home and you're like, no, he doesn't run away. Everything's fine, but what if a big crack of thunder, you know, went off at that moment and your equipment failed?

Would he run away? Would it would he be freaked out and run away? Like having such a a solid piece of equipment would be something to think about in those moments.

Alexis Christie (56:01)

For sure, for sure, absolutely.

Lianne Shinton (56:05)

Awesome. Well, thank you so much, Alexis. I greatly appreciate your speaking with us today. And thank you, everybody, for listening. Again, I'm Lianne Shinton from Automation Dogs, 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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