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Setting Dogs and Their People Up for Success in Behavior, Health, and Life - Progress Thread

A detailed account of a Fastlane process...

REV5028

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This thread is a continuation, or evolution, of my initial progress thread.

My Personal Pain Points:
June 2022: I rescued my adult male Rottweiler, Klaus. He had some major issues like extreme reactivity to other dogs (he even bit one in the face while on a walk within the first weeks I had him), severe separation anxiety (he broke out of my apartment, smashed one of my car windows, and is an expert at crate escape), and he was terrified of going potty in front of me (he wouldn't go on several-hour long walks and would hold it until he was literally leaking).

October 2023: Klaus was diagnosed with a large brain tumor. If we had done nothing his prognosis was 3 months. I took him for radiation treatment, which gives a prognosis of up to 15 months. But I think we can do better, at least I'm fighting for more time with him.

December 2023: we impulsively rescued an adult female German Shepherd, Ella. She was a ball of stress, but seemed to be doing alright. A few days later the shelter called me to inform me that Ella never should have been adopted out. She was an aggressor in a severe attack on another German Shepherd and had been labeled as un-adoptable. The victim survived, but required surgery and a long recovery. The other aggressor had already been put to sleep. They said that it was their mistake and they couldn't make me bring her back, but if she did end up back in the shelter she would be euthanized. It wasn't long after that I saw just how reactive she could be towards other dogs (and bicycles).

My Personal Success:
Today Klaus and Ella are doing great. Both in health and behavior. Much less reactivity, much less frantic energy, much much less shedding and scratching and licking. Klaus is now 3 months past his original prognosis and 5 months into his radiation prognosis; I know we have a long way to go, but there are currently zero indications that his tumor is growing. It has taken hours upon hours of research and implementation to get them here.

I'm in a couple of Facebook groups for dogs with reactivity/aggression. I see people posting daily about how they've poured thousands of dollars into training and behaviorists and their dog is still out of control. I wonder how I got so lucky to have two psychopath rescues turn into such wonderful members of our family. Did I really get lucky? Quite possibly. Or am I doing something different enough to make the difference in behavior? Maybe?

I'm also in a few groups for dogs with cancer/tumors and specific dog diets. I've seen a handful of miracle accounts of how people have reversed their dog's ailments with diet and supplements. More often I see countless stories of dogs on what appears to be a healthy diet and still getting incredibly ill, and many dogs not making it very far past their prognoses even with chemo, radiation, or surgery. Klaus and I were one of the latter stories - he had been eating a veterinarian-formulated dog food that came frozen, and he still got the brain tumor. Our third dog, Silver, also had horrible skin yeast infections even though he was on "novel" proteins like lamb and venison. I'm hopeful we are now on the right path to become a miracle story. We shall see.

Goals:
I want to help as many people as possible with their dogs' behavior and health issues. In putting together my personal process for achieving both behavioral and health wellness, I've realized that a lot of things go hand in hand. It almost feels to me that traditional dog training is only treating a symptom, much like pharmaceuticals also often only treat symptoms. What I've put together more closely resembles a lifestyle - diet, exercise, sleep, reducing pollutants/toxins, socialization, communication, autonomy & choice.

Even though I've been establishing myself as a local dog trainer, I don't really like labeling myself as simply a "dog trainer." But, alas, I'm not a vet, nor a nutritionist, nor a certified behaviorist, nor certified anything. I know I will face hurdles with that in the future, but so far it hasn't seemed to matter - people are just happy to see the improvements and results. Maybe as I keep building up and getting people interested in the whole picture, not just training, I'll simply become "the dog lady."

Current Standing:
I've mostly been doing one-on-one training sessions with people and their dogs. I don't have any packages, group classes, online courses, or memberships going yet. I did have decent success with a virtual client once, so I am interested in exploring that more. An ebook is also on my mind. This evening I'm giving a free community seminar that will paint the lifestyle vs. training picture. I have 16 or 17 out of 25 spots filled - not too bad. I've made a waitlist on my website for my whole lifestyle package and will advertise it after my seminar. I've had a couple of clients interested in some aspect of it beyond training, so hopefully this gives me an even better idea of general interest. I've also had some interest in treat bags that I up-cycle from old jeans, so I'll dabble in that a little bit more; perhaps they will become part of a package deal one day.

Anyway, that's it for now. I'll post an update at the end of each month. As always, would love feedback and suggestions!
 
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REV5028

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I feel like a lot has happened in the last almost two weeks, so I'll post this mid-month update.

On April 5th I gave a free seminar to ~10 people, mostly current clients of mine. It went really well and most of them seemed really excited. It was the first time I had presented the whole dog-training-as-a-lifestyle to them. One person joined my waitlist for the whole lifestyle plan package (mostly for the diet aspect, I think). I also got some great feedback. It seems the most-wanted services are a puppy-playdate finder, quarterly seminars, and a newsletter.

I created two membership subscriptions on my website. The first at $5/month for 2 newsletters/mo, early email announcements, and access to updated reference and resource lists. The second at $10/month for all the same things but add in the puppy-playdate finder. I haven't advertised it or announced it yet as my website is getting cluttered and I need to reorganize/simplify it. I should also have a few newsletters written and ready to go ahead of people signing up...

I raised my hourly rate to $50/hour. I have two new clients scheduled at this price for this weekend, which has me pleasantly surprised given my town and surrounding area. Seems I'm getting a new call or message almost every day or two now rather than once a week or two, and a lot of people are hearing about me by word of mouth - I guess people are saying good things!

Along with simplifying my website this weekend I plan to start trying my hand at some Google Ads (thanks again @Andy Black !), though I'm feeling nervous at the potential for success - I'm already overwhelmed with everything on my plate, but at some point I'm going to have to take the uncomfortable leap and leave my 9-to-5.
I'll try to take some sage advice I recently got:
1) keep it simple ( thanks, @Andy Black )
2) focus on the problems you currently have, not the ones you don't have yet ( thanks, @heavy_industry )
 
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REV5028

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Okay, another small update just because I'm so excited.

Yesterday I ended up having 3 one-on-one sessions at my new $50/hr rate. Gosh I love doing these sessions - it is so rewarding to hear people get excited and have new hope for their dogs, and also see dogs learn so fast.

Yesterday I also got my playdate finder started; I have about 8 people on it and another two or so thinking about it. I also have a similar number of people signed up for my newsletter.

I also had some personal excitement - Klaus (brain tumor boy) for the first time EVER showed a small sign of play towards one of our other dogs. My first thought is that he has had this large, slow growing tumor ever since we got him and now it's shrinking, he's feeling better, and we are getting to see his real personality. Or, maybe the acupuncture worked better than expected and it relieved a lot of built up stress? I don't know, but I'm overjoyed at how well he's doing.

Another personal success - with a little bit of help ($3K) from my partner, I have officially paid off my private loan ($25K) that I took out for Klaus' brain tumor treatment (MRI, radiation, meds, emergency vets, etc.). It was supposed to be a 5 year loan, but I paid it off in about 5 months. Next up the rest of my student loans (~$11K). Then my car (~$30K). And of course paying my partner back. After this it'll just be my half of the mortgage and solar panels, a pretty light load comparatively. So, I'm hoping I can get out of my 9-to-5 by the end of the year - knock on wood that nothing else happens to set me back. In the last ~2 weeks my side hustle revenue is at about half of what I did in all of Q1, so hopefully I can keep this ball rolling in the right direction.
 

REV5028

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April flew by. I somehow feel like I've both done nothing and have come so far since March.

In each January, February, March I brought in ~$400. In April alone I did $1100. Many days I've had two or even three in-person sessions, and I feel like it's almost every few days that someone new is reaching out for help with their dog(s).

I even got a call from someone an hour and half away saying that they found some potential trainers closer by (*only* an hour away), but they weren't all that impressed and that they were much more interested in working with me. They were even willing to bring their dogs to me. I was blown away. I was able to convince them that it would be best for their situation if I worked with them and their dogs at home, at least for the first session. I should have asked for a referral so that I could have done two sessions on the same day to make the drive more worth it, and I should have tailored Google Ads to her town. But I didn't - lessons for next time.

I put together a simple "puppy playdate finder" for my clients. Seems it has helped connect a few people and has helped a few to drain some really high energy and rebellious puppies. I'm starting to expand it to general socialization as well so that I can better teach people how to properly introduce dogs and how to read the interactions and know when to intervene.

My network is growing in ways I never thought it would. I was introduced to a lady who used to run a boarding/kennel facility in town. Lucky for me she was super excited about the idea of having a new kennel/training facility open and she was happy to let me pick her brain about her experience. She mentioned having a friend who might be interested in investing in something like this, as well as another local business owner who has a bunch of undeveloped land who might also be interested in this sort of business venture. She gave me the contact info for the latter, so I'm going to start putting a pitch and presentation together with more details on my vision and ideas of how my proposed project would help her business if she chose to work with/help me. Even 26 years ago and with very little advertising, the retired kennel owner said she was always full and had people coming from hours away, and based on what my current clients have been saying and asking for, it's still very much of interest to people.

I was supposed to have an in-person meeting with my 9-to-5 boss today to talk about how I no longer like what I work on (he doesn't know this is why we're meeting), but he canceled due to illness. I'll try again next week. I've been feeling mentally gridlocked because I want to work on my business all the time, but I feel guilty for not working on my 9-to-5 stuff, so I just don't do much of either. I know I should just block out time for both, but my brain just won't comply. It's super draining and frustrating and something has to give soon. So many people have been (understandably) telling me not to quit before I have a better financial situation and stronger business. But I feel it in my soul that I would be a million times more productive in my business and I would be so much more focused if I didn't have the 9-to-5 guilt and dread weighing on me. I think I would be fine financially - I would have to be; I would find ways to make it work.

So many other things to do too - social media content, Google Ads, flyers, newsletter, prepare for the town adoption event happening in a couple of weeks, etc. etc. ... onward.
 

Andy Black

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This thread is a continuation, or evolution, of my initial progress thread.

My Personal Pain Points:
June 2022: I rescued my adult male Rottweiler, Klaus. He had some major issues like extreme reactivity to other dogs (he even bit one in the face while on a walk within the first weeks I had him), severe separation anxiety (he broke out of my apartment, smashed one of my car windows, and is an expert at crate escape), and he was terrified of going potty in front of me (he wouldn't go on several-hour long walks and would hold it until he was literally leaking).

October 2023: Klaus was diagnosed with a large brain tumor. If we had done nothing his prognosis was 3 months. I took him for radiation treatment, which gives a prognosis of up to 15 months. But I think we can do better, at least I'm fighting for more time with him.

December 2023: we impulsively rescued an adult female German Shepherd, Ella. She was a ball of stress, but seemed to be doing alright. A few days later the shelter called me to inform me that Ella never should have been adopted out. She was an aggressor in a severe attack on another German Shepherd and had been labeled as un-adoptable. The victim survived, but required surgery and a long recovery. The other aggressor had already been put to sleep. They said that it was their mistake and they couldn't make me bring her back, but if she did end up back in the shelter she would be euthanized. It wasn't long after that I saw just how reactive she could be towards other dogs (and bicycles).

My Personal Success:
Today Klaus and Ella are doing great. Both in health and behavior. Much less reactivity, much less frantic energy, much much less shedding and scratching and licking. Klaus is now 3 months past his original prognosis and 5 months into his radiation prognosis; I know we have a long way to go, but there are currently zero indications that his tumor is growing. It has taken hours upon hours of research and implementation to get them here.

I'm in a couple of Facebook groups for dogs with reactivity/aggression. I see people posting daily about how they've poured thousands of dollars into training and behaviorists and their dog is still out of control. I wonder how I got so lucky to have two psychopath rescues turn into such wonderful members of our family. Did I really get lucky? Quite possibly. Or am I doing something different enough to make the difference in behavior? Maybe?

I'm also in a few groups for dogs with cancer/tumors and specific dog diets. I've seen a handful of miracle accounts of how people have reversed their dog's ailments with diet and supplements. More often I see countless stories of dogs on what appears to be a healthy diet and still getting incredibly ill, and many dogs not making it very far past their prognoses even with chemo, radiation, or surgery. Klaus and I were one of the latter stories - he had been eating a veterinarian-formulated dog food that came frozen, and he still got the brain tumor. Our third dog, Silver, also had horrible skin yeast infections even though he was on "novel" proteins like lamb and venison. I'm hopeful we are now on the right path to become a miracle story. We shall see.

Goals:
I want to help as many people as possible with their dogs' behavior and health issues. In putting together my personal process for achieving both behavioral and health wellness, I've realized that a lot of things go hand in hand. It almost feels to me that traditional dog training is only treating a symptom, much like pharmaceuticals also often only treat symptoms. What I've put together more closely resembles a lifestyle - diet, exercise, sleep, reducing pollutants/toxins, socialization, communication, autonomy & choice.

Even though I've been establishing myself as a local dog trainer, I don't really like labeling myself as simply a "dog trainer." But, alas, I'm not a vet, nor a nutritionist, nor a certified behaviorist, nor certified anything. I know I will face hurdles with that in the future, but so far it hasn't seemed to matter - people are just happy to see the improvements and results. Maybe as I keep building up and getting people interested in the whole picture, not just training, I'll simply become "the dog lady."

Current Standing:
I've mostly been doing one-on-one training sessions with people and their dogs. I don't have any packages, group classes, online courses, or memberships going yet. I did have decent success with a virtual client once, so I am interested in exploring that more. An ebook is also on my mind. This evening I'm giving a free community seminar that will paint the lifestyle vs. training picture. I have 16 or 17 out of 25 spots filled - not too bad. I've made a waitlist on my website for my whole lifestyle package and will advertise it after my seminar. I've had a couple of clients interested in some aspect of it beyond training, so hopefully this gives me an even better idea of general interest. I've also had some interest in treat bags that I up-cycle from old jeans, so I'll dabble in that a little bit more; perhaps they will become part of a package deal one day.

Anyway, that's it for now. I'll post an update at the end of each month. As always, would love feedback and suggestions!
Great to see you spin up a new progress thread. I'm sure it will help lots of forum members who also have four legged friends.

And we'll done with Klaus and Ella. Dealing with reactivity and illnesses must be hard on you too, so hats off.

As you know, we welcomed a 4 month old labrador into our family last week. I'm adjusting to lack of sleep again. I've never owned a dog and can see it's a whole new world I knew nothing about.
 

The-J

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I've been struggling with how to pitch it

Start with the end result. Generally people seek out dog professionals when they have a problem with their dog.

A year ago I ran lead generation campaigns for a dog training company. The format was very simple: Google ads for a specific dog problem (let's say separation anxiety), then a simple landing page elucidating what it feels like to have that problem (dog scratching at the door when you're gone, loud noises pissing off the neighbors, furniture and shoes destroyed, urinating & defecating in the house), why it's hard to fix, and what we (the company) can do for you & how.

Clicks and leads were very cheap. The hardest thing I found was actually getting people to commit to training (it's expensive, after all) but if you respond quickly and get a conversation with them you'll close at least a few of them.

Customers know nothing about the dog training industry, certifications, any of that. They know what a vet is, and that's it. At most a customer will know that they don't want to shock or hit their dog. That's about it.

It might be easier to make a lot of money selling board & train programs even though I don't think they work lol. Maybe they would work if you also had them do weekly coaching & homework & you helped them structure an environment that's good for dogs. Board & trains you can charge a lot for.

Barkbusters has an interesting business model, it's a franchise that basically sells the right to use their training programs & lead generation campaigns.

Hope this helps
 

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My friend has been a dog trainer for over 20 years. Every year I tell her to raise her price and to stop giving discounts.

Finally got her to go up to $125/hr now. This is the time to raise prices, nobody complains because everyone knows prices are going up. Customers don’t think you are price gouging, they all accept the price increase.

If you feel weird about it, say you charge $150/hr but will give them a discount to $100/hr with 4 sessions, or because you like them or their dog, just make up a reason.

This is how I told my friend to frame it when she felt bad about charging so much. Side benefit is that if the client sucks you remove the discount on the next 4 sessions and they will likely cancel.

$150/hr is probably fine and pushing the high limit. But $50/hr is way too low. You need to be at $100/hr minimum and also charge for travel time. But maybe charge less for it.
 
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biophase

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You might want to connect with @biophase .

He rescues dogs and donates millions through his business to shelters all over the country.


Also, I've got a lab/pitt mix that we adopted. She is a cuddlebug, and great with my kids, but loses her F*cking mind in only one situation: if another dog is being walked on the same street past us (also barks like crazy from the backyard gate at any dog walking in front of our house).

It was so extreme, I just gave up on walking her for like a year (which I regret). She's older now, and we're walking again, and her behavior is not quite as severe, but still bad enough, that I will literally do a 180 if I see another dog coming our way (which isn't often at 6am)

I don't know how much I would pay to fix this problem, but it's definitely a small pain point in my life.
@amp0193 My dog is like yours. I recently tried a shock collar and it has worked magic. I was against them before but honestly a little shock is probably a lot less harmful compared to a prong collar or martingale and all the neck yanking.

And yes I tested the collar out on myself first to see how it felt. I genuinely think a zap is much better than a leash yank.
 
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REV5028

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Oh and I almost forgot. Someone from the local trap and release organization called to ask if I'd like to participate in an adoption event in May. I'll have a table there along with a local groomer and a couple of other animal advocacy groups. Possibly the local vets and shelter. In addition to accepting the invite, I offered to help organize it.

My partner also made me window decals for my car's back window - "Dog Training," my phone number, and my logo.
 
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amp0193

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You might want to connect with @biophase .

He rescues dogs and donates millions through his business to shelters all over the country.


Also, I've got a lab/pitt mix that we adopted. She is a cuddlebug, and great with my kids, but loses her F*cking mind in only one situation: if another dog is being walked on the same street past us (also barks like crazy from the backyard gate at any dog walking in front of our house).

It was so extreme, I just gave up on walking her for like a year (which I regret). She's older now, and we're walking again, and her behavior is not quite as severe, but still bad enough, that I will literally do a 180 if I see another dog coming our way (which isn't often at 6am)

I don't know how much I would pay to fix this problem, but it's definitely a small pain point in my life.
 
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heavy_industry

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I rescued my adult male Rottweiler, Klaus.
He had some major issues
extreme reactivity to other dogs
he even bit one in the face
he broke out of my apartment
smashed one of my car windows
1712419436502.png


But, alas, I'm not a vet, nor a nutritionist, nor a certified behaviorist, nor certified anything.
The amount of real value you provide to your customers is more important than your job title or formal qualifications.

Results speak louder than diplomas or certificates.



Awesome to see that you've got the ball rolling!

Keep it up @REV5028
 

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Amazing. I’ll try that and report back.

My wife did some of this a couple of years ago, but it was too inconsistent. I made her sit and wait earlier this week, sounds like the exact wrong thing.

She’s weirdly inconsistent though. We walked past another dog this morning, and although highly interested, didn’t do high pitched bark/whine/yell or pull like she usually does. Just kept walking, but turned her head a lot. I was sure to give her a lot of verbal praise for it but will be sure to have treats on our walks going forwards.
 

Andy Black

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2) focus on the problems you currently have, not the ones you don't have yet ( thanks, @heavy_industry )
Sage advice from @heavy_industry


"Overthinking is the art of solving problems you don't have."

I don't know if you ever watched this @REV5028 :
 

Andy Black

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One of your "unfair advantages" over huge brands and big influencers is you're local. Lean into that.

Be the person that enables all the other dog owners and service providers to connect and form a community?

Maybe create a local Facebook page and accompanying newsletter where you let people know about local events, news, meet ups, etc?

You don't need to ask for permission to do this, you just start and stay consistent. Tag other businesses and their events and they'll start reposting/sharing your posts.

Direct your 1-2-1 clients to your page and newsletter. Direct all those free webiner attendees to them as well.

When you send email issues put info into it and link to posts on your Facebook page.

Start by promoting the heck out of that adoption event you're going to? Help them get more publicity, sponsors, attendees, etc. It's such a worthy casue who wouldn't want to share that event to their own Facebook friends?


Think about the Facebook page name and newsletter name. Maybe give a nod to your city or county, and something dog related? Make it something people would proudly wear a t-shirt or bumper sticker about. Rachel Miller talks about this. One of her Facebook pages was called "Crazy Cat Moma" for example. So when people shared a post from her page they were proudly identifying as a Crazy Cat Moma.

I live in County Kildare here in Ireland. Maybe I'd just call it Kildare Dog Lovers or something similar, although that's a bit boring.
 

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So far I've been against shock collars as well, though I have some clients asking about just using the beep function.
The vibrate function worked on my dog in 2 trys. He still listens to it mostly, but if the stimulus is too great, I need to use the shock.

I will never recommend a prong collar, and my usual recommendation is actually a harness. I've found that collars create a lot of frustration that can make the pulling and choking themselves worse.
The harness doesn't work for my dog. He pulls too much. He will pull people to the ground. With the prong, he doesn't pull as hard.

The prong plus the shock, he's behaves very well. Most times, you don't even need to use the shock. He knows it's on him so he behaves. The vibrate function works really well.

It's like a little kid that knows you can't get really mad in the store, so he misbehaves because you don't have control. With the shock collar on, my dog knows I can discipline him from 100 feet away. So he listens to me even when off leash. You know how you tell a dog to come back and he just casually comes back and doesn't come back in a straight line, stopping to sniff everything? With the collar on, my dog comes back quick and straight. LOL
 

REV5028

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I have done nothing except swapped attaching the leash to the collar to the underside of a harness instead. I can better control her and she’s stopped pulling except for during extreme stimulus (other dog walking).

I haven’t even Googled it yet. What should I try first?

Perfect walk would be where she does like my other dog does and just ignores other people’s dogs.
If you were my client I would suggest something along the lines of first working on your communication with her. Instead of focusing on the problem of her lunging at other dogs, focus on getting her to look to you for instruction on what to do. For that to happen you need to be the most interesting, best thing ever and it needs to be rewarding to her to listen to you. The simplest and most rewarding solution is to use high quality treats (think hotdogs, rotisserie chicken, etc.). You call her name, she looks at you and sustains eye contact, give a treat. Don't make her sit or do anything else. Literally just reward her for looking at you when you say her name. Even better, reward her also when she looks at you on her own without her name being used and when she comes over to you (this is rewarding her for checking in with you). At first she may only hold your gaze for a literal half-second. That's fine. You will gradually be able to increase the time between looking and giving a treat. Repeat this over and over for a few days, starting in a low-energy situation (like at home when things are chill). Don't use the treat to lure her attention to you though. Most dogs pick up on this within the first day, but to really solidify it, do it for 3-5 days as much as you can in low-energy situations. Then start doing the name-look-treat exercise while you're out on a walk and there are no triggers. At this stage I would continue doing the 180 if you saw a dog coming. Do this exercise until she is looking at you at least 99% of the time you say her name. Once you have that down (it might take a week or two), then try gradually getting closer to other dogs before turning her away (turn as soon as she stops responding to her name; this is when reacting to the other dog becomes more "rewarding" than getting a treat). You'll get a feel for her threshold. Another key point is to keep her moving physically. Don't try to get her to sit and wait calmly as the other dog passes. Keep her moving forward, because ultimately that's what you want her to do in these situations. The whole process might take a month or two (though usually less for most dogs, but I have seen it take longer for some), especially as you start getting into more stimulating situations, but I've found the patience, practice, and persistence to pay off long run. Eventually you won't need the treats and it will just become habit to look to you and walk past other dogs. Hope this helps - happy to chat more if you'd like.
 
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What an amazing thread!

I wish you to succeed and turn this into a full-time gig and a big exit (if you want that in the future)!

Following.
 
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I raised my hourly rate to $50/hour.
Not nearly high enough. You're selling yourself short.

My first reaction when I saw this price was "must be a sub-par trainer for such a low price".

Except I know that's not true, because you've demonstrated in this thread that you know what you're talking about with dog training and are an extremely competent communicator.

You can noodle around with ads, set up a tent at these events, hustle and drum up business... but if you doubled your prices, it would double the impact of all of that effort.


I think your prices should start at $150/hr minimum (and then eventually figure out value-added services/products you can bundle to increase the AOV from there). And that's if they came to you. If you're travelling, I'd charge a mileage fee for your extra expense/time.

1. You're really good
2. A dog with behavior issues is a significant detriment to someone's quality of life. Fixing it is worth a lot. I pay you $150 for 8 in person sessions, and now my problem dog is behaved and my home is calm for the next 10 years. That sounds like a good deal to me!


Price is a signal. And a high price signals high competence and quality.

I should have asked for a referral so that I could have done two sessions on the same day to make the drive more worth it, and I should have tailored Google Ads to her town. But I didn't - lessons for next time.
We all make these sorts of mistakes getting started.

As a consolation prize, get them to leave you a fantastic testimonial that you can put on your website, etc.
 

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Lots to think about in your latest comments! Thank you!

Not nearly high enough. You're selling yourself short.
I'm really touched that you speak so highly of me, especially based only on what I've posted here. Thank you for your kind words, and also your matter-of-fact outlook.

My first reaction when I saw this price was "must be a sub-par trainer for such a low price".
Price is a signal. And a high price signals high competence and quality.
I've been struggling with "knowing my worth." Some people I talk to or listen to on podcasts/YT videos about business give me similar perspectives as yours, and others say I haven't gotten enough proof yet. So I've been torn because I see both sides.

If I were Xbox selling at $50 per unit, no one would buy because compared to Playstation at $500 per unit I would seem cheap and low quality. I get it. But on the other hand, if a new console came into the market at $500 per unit and only 30 people were familiar with the name/brand, a lot of people are going to be suspicious and probably go with Playstation even if it's the same or higher quality. I suppose this is where testimonials and ads/copy come into play?

Your additional perspective on this would be greatly helpful - @amp0193 & @Andy Black

but if you doubled your prices, it would double the impact of all of that effort.
say you doubled prices and only converted half your prospects into clients? Seems like you're in the same place right? Except you've freed up so much time now to grow your business.
This is true. I've actually caught myself thinking a few times how it would be nice if things with one-on-one sessions slowed down for even just a week because I could get so much more done.

Also, math is starting to click for me. Even $100/hour would be ~25% more than I make in my 9-to-5, which means it will take less in-person working hours to meet my current salary. To the terror of those close to me, this is making me want to quit my 9-to-5 even sooner lol

I think your prices should start at $150/hr minimum
Oh wow, I never thought it'd be reasonable for me to ask for this much, or at least not until I've been doing this for 5+ years.

I will have to start trying to get sessions in Albuquerque, Santa Fe, or online. My area (an hour in any direction) is not well-off and even with $50/hour I've been getting a bit of push back. A few people have asked for $40/hour (one lady had the audacity to ask me to sit in a park with her dogs for 3 hours for a total of $40...), or have stated how poor they are when chatting for the first time, and many of my current clients say that I'm worth so much more, but they just wouldn't be able to afford what I'm actually worth.

Again, I think this is probably where getting more glowing testimonials and getting better at my pitch/showing my proof will help me.

As a consolation prize, get them to leave you a fantastic testimonial that you can put on your website, etc.
If you haven't done so already, create a Google My Business listing and Facebook page and ensure every single happy client leaves a review. One of my friends runs a carpet cleaning business with his wife and they did this straight away and got over 200 positive reviews in their first 2 years, exceeding businesses that had been going for years. I wrote about it here:
Yes, I need to be better at this too. In particular I need to start getting video testimonials. I do have a Google My Business listing and a Facebook page. I've gotten a few people to leave reviews on my website, but none on my Google business profile yet. A few people on Facebook have left really nice comments on posts and shared to their personal pages. I'll have to do more of the flywheel approach. I think I do a fairly good job at checking in with clients, and several have sent me really nice text messages - I'll at least ask them if I can take their text and add it as a testimonial so they don't even have to do the work of typing it out again on my site.

I wrote up what was happening and she sent a personalised email back and also attached some of her PDFs. That cost us €55 and we insta-paid.
Thanks for reminding me of this. So that's ~$60 USD. I'll have to think more about how I could package up some info into PDFs and emails - I already have a couple of versions of my diet-related slides put together and I've been thinking about how to sell that and what else I need to add to it.

When I no longer had to go onto client sites a few days a week and could spend all my time on remote clients it was a massive difference. I could do Zoom calls during the day. I could respond to emails and social media comments in a timely fashion. I felt "released".
Careful with home visits… that will destroy your time.
Get people to travel to you while you try and setup more clients in the area, otherwise you’ll destroy your time.
Getting more online clients would be great. There are definitely situations where meeting at the person's home is much more valuable and helpful, so I probably won't ever totally phase out in-person/in-home sessions. But there are definitely some things I can package up and make into online/email material. Like how to handle leash pulling.

Love how all those good things are happening because you're getting out there, making friends, and creating relationships. Most people are amazing and want others to succeed, and that includes "competitors".
Thank you. This has been one of the best bonuses of doing this. The people I work with at my 9-to-5 are great, but working remotely really limits how I can interact with them. Working with locals in person has been so fun and it has been so lovely growing my network and making friends. It has become so much easier to talk to people.

I'll come back later and write more about how Bella's doing and other "opportunities" we've had to spend money...
Please do give updates on how you all are doing!
 
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I suppose this is where testimonials and ads/copy come into play?
absolutely will be easier to convert sales when you have a dozen or so testimonials.

Make sure any and all clients you get now are leaving them as Andy said.

Low price for launch > collect testimonials/feedback > raise price is a valid launch strategy that applies to a lot of different kinds of businesses.


About @The-J ’s hourly comment, he’s right.


Here’s a decent example I found of a dog trainer charging not hourly, but for a result: In-Home Training Services | Stay Positive Animal Training | Denton TX

See how they are charging for an outcome?

You are buying a relaxed dog for $1950.

You are buying an obedient dog for $1600.

You can even finance it with monthly payments if you want.

And these clients are going to be better to work with, because they value you enough to drop the cash. They generally aren’t going to haggle or waste your time.

$50/hr doesn’t achieve your objectives of making good money, and it doesn’t achieve the client objective of having a trained dog (because it’s going to take multiple sessions to train the dog… and train the human… to get to the end result). Who does it serve to sell one hourly session?

You sell the whole package, and then maybe offer a no-hassle cancellation guarantee after the first session if they decide it wasn’t for them (but still make sure you get paid for that first session)



Look at these prices here… $3900 for an obedient dog in 5 weeks and includes boarding:

 
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Great to see you spin up a new progress thread. I'm sure it will help lots of forum members who also have four legged friends.

And we'll done with Klaus and Ella. Dealing with reactivity and illnesses must be hard on you too, so hats off.

As you know, we welcomed a 4 month old labrador into our family last week. I'm adjusting to lack of sleep again. I've never owned a dog and can see it's a whole new world I knew nothing about.
Thanks, Andy :)

Yes, life since October has been a blur. Lots of tears, driving, sleepless nights. I think I'm just now starting to regain my sense of time.

Miss Bella Black! You'll get the hang of it. It's great you're looking into training and getting help with how to communicate with her now rather than later. As with most things, your efforts now will pay off tenfold later.
 
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Andy Black

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I feel like a lot has happened in the last almost two weeks, so I'll post this mid-month update.

On April 5th I gave a free seminar to ~10 people, mostly current clients of mine. It went really well and most of them seemed really excited. It was the first time I had presented the whole dog-training-as-a-lifestyle to them. One person joined my waitlist for the whole lifestyle plan package (mostly for the diet aspect, I think). I also got some great feedback. It seems the most-wanted services are a puppy-playdate finder, quarterly seminars, and a newsletter.

I created two membership subscriptions on my website. The first at $5/month for 2 newsletters/mo, early email announcements, and access to updated reference and resource lists. The second at $10/month for all the same things but add in the puppy-playdate finder. I haven't advertised it or announced it yet as my website is getting cluttered and I need to reorganize/simplify it. I should also have a few newsletters written and ready to go ahead of people signing up...

I raised my hourly rate to $50/hour. I have two new clients scheduled at this price for this weekend, which has me pleasantly surprised given my town and surrounding area. Seems I'm getting a new call or message almost every day or two now rather than once a week or two, and a lot of people are hearing about me by word of mouth - I guess people are saying good things!

Along with simplifying my website this weekend I plan to start trying my hand at some Google Ads (thanks again @Andy Black !), though I'm feeling nervous at the potential for success - I'm already overwhelmed with everything on my plate, but at some point I'm going to have to take the uncomfortable leap and leave my 9-to-5.
I'll try to take some sage advice I recently got:
1) keep it simple ( thanks, @Andy Black )
2) focus on the problems you currently have, not the ones you don't have yet ( thanks, @heavy_industry )
Congrats on your progress. Do more of what's generating local awareness.


Consider making it a free newsletter initially, and don't say how often it will be or get too specific about what it contains? That way you can test different things out and find out what people really want?

I didn't to see the point of free newsletters until recently, but now I see them as a way of creating a simple value exchange. You send emails that link to social media posts and subscribers get free information and you get initial traction on those social media posts.


For your Google Ads campaigns, just start with a low budget of $5/day or even less.

Start with buying search terms such as "dog trainer <cityname>".

Then later maybe try another campaign for info-seekers where people can signup to your free newsletter.

Don't overcomplicate the landing page. Start simple.

I posted to LinkedIn about my initial simple newsletter signup page just yesterday:
 

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Oh and I almost forgot. Someone from the local trap and release organization called to ask if I'd like to participate in an adoption event in May. I'll have a table there along with a local groomer and a couple of other animal advocacy groups. Possibly the local vets and shelter. In addition to accepting the invite, I offered to help organize it.

My partner also made me window decals for my car's back window - "Dog Training," my phone number, and my logo.
Love this! Make friends, build relationships, create win-wins.
 

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Maybe create a local Facebook page and accompanying newsletter where you let people know about local events, news, meet ups, etc?
We have a few town Facebook pages. Some of them have strict rules about business use. A couple of them are for local small business, but they aren't very active. Perhaps if I made one the difference would just need to be me keeping it active.

Start by promoting the heck out of that adoption event you're going to? Help them get more publicity, sponsors, attendees, etc. It's such a worthy casue who wouldn't want to share that event to their own Facebook friends?
The lady who reached out to me has been out of town this past week, but she did mention something about getting flyers together. I didn't want to step on her toes, so I haven't done much advertising of the event yet, but will touch base with her in the next few days to see where I can help next (I still need to keep up my word on contacting a few places).

Think about the Facebook page name and newsletter name. Maybe give a nod to your city or county, and something dog related? Make it something people would proudly wear a t-shirt or bumper sticker about. Rachel Miller talks about this. One of her Facebook pages was called "Crazy Cat Moma" for example. So when people shared a post from her page they were proudly identifying as a Crazy Cat Moma.

I live in County Kildare here in Ireland. Maybe I'd just call it Kildare Dog Lovers or something similar, although that's a bit boring.
I was thinking my newsletter could be something like the "Paw Parent Press" and then maybe the Facebook page could be "Paw Parents of Socorro"? Could get tricky though because cats also have paws. I'll have to keep thinking.
 
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We have a few town Facebook pages. Some of them have strict rules about business use. A couple of them are for local small business, but they aren't very active. Perhaps if I made one the difference would just need to be me keeping it active.


The lady who reached out to me has been out of town this past week, but she did mention something about getting flyers together. I didn't want to step on her toes, so I haven't done much advertising of the event yet, but will touch base with her in the next few days to see where I can help next (I still need to keep up my word on contacting a few places).


I was thinking my newsletter could be something like the "Paw Parent Press" and then maybe the Facebook page could be "Paw Parents of Socorro"? Could get tricky though because cats also have paws. I'll have to keep thinking.
Try ChatGPT. It's good for coming up with suggestions and one may help you come up with something.

For instance, one of the newsletter names it suggested was The Socorro Bark.
 

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Try ChatGPT. It's good for coming up with suggestions and one may help you come up with something.

For instance, one of the newsletter names it suggested was The Socorro Bark.
Thanks for that suggestion! I use chatGPT often enough, should have thought of it.
 

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I admit, I didn't spend the time to make a more appropriate newsletter name, so Paw Parent Press it is (for now). I got rid of the paid subscriptions on my site and created my first ever landing page for it, which was really fun. I have about 6 or 7 people signed up since yesterday, but I'd appreciate any feedback on my landing page since I'm still getting the hang of it.

I also gave my first attempt at a Google Ads campaign following Andy's guidance and videos. I'm sure I got some things wrong, but I'm happy to have started learning; I'll get the hang of it the more I do it. I'd also really appreciate some feedback on that landing page as well.

Thanks in advance! I'd be happy to talk dogs with you in exchange.


Newsletter:
Newsletter | Canis Fidelis

Google Ads Landing:
 
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I admit, I didn't spend the time to make a more appropriate newsletter name, so Paw Parent Press it is (for now). I got rid of the paid subscriptions on my site and created my first ever landing page for it, which was really fun. I have about 6 or 7 people signed up since yesterday, but I'd appreciate any feedback on my landing page since I'm still getting the hang of it.

I also gave my first attempt at a Google Ads campaign following Andy's guidance and videos. I'm sure I got some things wrong, but I'm happy to have started learning; I'll get the hang of it the more I do it. I'd also really appreciate some feedback on that landing page as well.

Thanks in advance! I'd be happy to talk dogs with you in exchange.


Newsletter:
Newsletter | Canis Fidelis

Google Ads Landing:
Too much “I”

Start off talking about them and their problems.

Then talk about what the solutions look like

Then how you can help and what they need to do next
 

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Just sharing this Facebook group here. I only joined yesterday and posted once.

1713171559801.png
 

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