^ Vranica, Suzanne (September 10, 2009). "'Dog Whisperer' Hopes to Lead Pack at Newsstand". The Wall Street Journal. Archived from the original on November 7, 2017. Almost half of USA's consumers already know who he is, and consumers' awareness of Mr. Millan has grown 12% since May 2008, according to Davie-Brown, an Omnicom Group company that tracks the appeal of celebrities.
Clicker training is a nickname given to a positive reinforcement training system based on operant conditioning. Clicker training can also be referred to as marker training. The system uses conditioned reinforcers which are able to be delivered more quickly and more precisely than primary reinforcers such as food. The term 'clicker' comes from a small metal cricket adapted from a child's toy that the trainer uses to precisely mark the desired behavior; however, some trainers use a whistle, a word, or even a light as the conditioned reinforcer.[63] The trainer delivers a primary reinforcer, such as a toy or treat, after the noise or signal. A common critique of clicker training is that it is prone to the overjustification effect.[64]

While working with a dog, Millan often uses vocal marks such as tsch,[33] gestures, and body language to communicate with dogs rather than speech or the dog's name. Millan encourages owners to create their own unique sound that works for them.[32] He believes that dogs sense, understand, and respond to a person's energy more easily than their speech.[34]
Most people don’t have a problem being very clear about when they are unhappy with their dogs, but, they often ignore the good stuff. Big mistake! Make sure you give your dog lots of attention when he’s doing the right thing. Let him know when he’s been a good boy. That’s the time to be extra generous with your attention and praise. It’s even okay to be a little over the top.

Before enrolling with a particular club contact them and ask if you can go to watch a class without your dog. This will help you decide if this is the right environment for you and your dog. Some clubs have waiting lists and you will need to book ahead, some accept people on a roll on roll off basis. Prices will vary from a joining fee and then weekly payments to a one off fee for a certain length of training.
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