The Honest Dog Breeder Podcast

This is the second part of our three part series about common money leaks that breeders have. This episode covers hiring people. I'll share my own experiences hiring people, what some of the best methods are for being successful with employees, when a good time is, and common errors that end up capsizing profit and making things worse. I have a cheatsheet for you to use that will help you dive into all the things you should think about prior to hiring someone.  

This episode is the first in a 3-part series where we discuss the ins and outs of where I see breeders losing money. This episode approaches the practical side of owning dogs and stud service and where the sweet spot is.  Stay tuned for the second part where we discuss the ins and outs of how to pay people in a way that helps you take better care of your dogs and makes you more money, without killing your profit margins. And the third part, where we discuss marketing and how to have it make you money.  Want to learn more? We discuss deep dives into the breeding business each month with a masterclass released each month inside the Dog Breeder Society. Watch the on-demand courses, learn from seasoned breeders in the discussion boards, and ask Julie questions on the live calls twice a month! Learn more about the Dog Breeder Society. 

In this episode we are joined by Kerry Howell, a professional dog photographer. She shares some tips and tricks on better dog photography as well as when you should consider hiring a professional photographer for your breeding business. You'll love Kerry's simple and easy approach that makes this process a lot less painful and easier to accomplish.  This is the first lesson of a masterclass on better photography that dives deeper into Kerry's professional photography tips! Get the whole masterclass included with your membership to the Dog Breeder Society.

Want to do more social media, but you're not sure where to start? We've got you covered. In today's episode, Julie & Kate discuss Breeder Copy Hub, what it is, how it works, and how you can use it to make a streamlined plan for your social media. Learn more about social media, tips and tricks, and how to incorporate Breeder Copy Hub into your plan. 

It seems logical: more puppies means more money, right? In working with many breeders, it's clear that there is much more to the story of increasing your profit in your breeding program. So the answer to the question of "will more puppies make more money?" is it depends. In this episode we discuss the compounding complexity of scale and the options for how to increase profit in your breeding business, the honest and smart way.  This is part of a larger masterclass I've released with a Google Sheet that you can adjust and play with to gain insight into where you can increase profit and how puppy numbers will play into this. Checkout the Course!

NJ Shelsby is a business coach and she is a master of efficiency. She loves to strike the balance between enjoying life and having a successful business. As a business coach she helps people regain their time, while tackling what they need to do. NJ challenged me to think differently about my processes and her advice propelled me into a much more efficient end of 2024. You'll love her tips and tricks and I bet you could implement a few today!

Lara Marek is a coach for life and business, but she noticed something ... when people stopped working with her, they were unable to maintain their momentum. She found that there were underlying stories they held subconsciously that got in the way of success. She found she was able to give her clients long-term success through hypnosis, helping them to discard the underlying stories sabotagin their success. Learn what these stories look like, how to spot them, and see if hypnosis might work for you!

Danielle McGeough is a wealth of knowledge! With her wide array of experience in various industries, she's been helping people get more done for years!  In this interview Danielle explains her RISE Ritual. Here's a quick snippet:  "One of my favorite ways to teach people to press pause is to create something called a RISE Ritual Method. And RISE stands for reflect, intentional planning, sensory activation, and embodying your new story. And this doesn't have to take incredibly long. "In fact, I think that you can create a ritual that's 15 minutes. So you start out by thinking about, 'What state am I in?'  And then, 'What state do I want to transition to?' And you name the transition that you want to create. And then from there, you go, 'Okay, what's a question I could ask myself, a reflection that I could engage in, that would help me move from one state to the next?' "From there, you can intentionally plan. A really quick way would it just to go, 'If there were three things that I could do today, that at the end of the day, I would feel fulfilled, I would know that I had given my best in my business, or at home, or both, right? What would those three things be?' And you name those and you write them down."

The dog breeding industry did a lot of normalizing in 2023, things are getting back to normal, but there have been changes. In this episode I discuss plans for the new year, how the economy is influencing dog breeding, and where I think it's all going so you can be prepared.  Plus I've started a YouTube Channel where you can watch these episodes on recorded video check it out here: http://www.youtube.com/@jswan (I'd love it if you subscribed!)

Today you get to meet my very own, my kids: Dakotah & Hunter, they're 12 and 10 and they've been a part of dog breeding pretty much their whole lives. Today they share life from their perspective in living with a dog breeding program and being a part of it. They share what they love, what they hate, and how they help.  I hope you enjoy breeding from a kids' perspective!

Meet a friend of mine, Courtney Guthrie! She's been a breeder for many years, breeding primarily German Shepherds as working dogs. In this episode Courtney and I discuss the cultural differences of different breeds. Courtney shares some wonderful training tips to help with older puppies and just training in general, things that are easy to do throughout the day, but that really turn great returns. She also discusses co-owns, the good and the bad and what she recommends.

Shannon comes to us from Perth, Australia! She shares her journey in breeding over the last few decades, how the passion was brewing, but sometimes had to wait. She shares how she imported dogs from all over the world and what breeding and show is like in Australia! You'll love this enjoyable journey and how she made it all come together!

Lory shares it all! She tells about her journey into breeding, what it's like raising Bulldogs (it's a lot more work than my GSPs!), and she breaks some of the misconceptions people have about Bulldogs and health concerns. As a canine nutritionist, she shares her journey and process with raw feeding and the benefits she's seen! She also shares about her turf experience and what she recommends. Lastly, she shares WONDERFUL information about marketing, how she does her email newsletter, how her website plays into it, and how she's gotten clever with some Facebook Groups. You'll love learning all the magic from Lory!

Breeding Livestock Guardian Dogs is a whole other world of breeding! Kim talks about the dynamics of breeding farm dogs and how people often think that they should breed them just because they breed other livestock, like sheep or chickens. She dabbles into how she's been able to increase her price and educate buyers so they understand what they are getting and why her breeding produces a better farm dog. She further dives into how she is using a Facebook group, her website, and her email newsletter to get more attention for her breeding program and sell more dogs. 

Jessica went from being fired from the Humane Society to being on Fire with her Dalmatian breeding program. You'll get to hear her incredible stories as an animal control officer and then hear what it was like working for the Humane Society where she was eventually fired. She has built an incredible breeding program and it's changed her life–especially as a mom who gets to spend more time with her kids and do more with them because of the lifestyle breeding provides. You'll love learning about her breeding program, her thoughts on studying genetics to create the dogs you really want, and her thoughts on working with other breeders. 

Bill and his wife Alice recently built a beautiful facility for their breeding program. Bill is a flooring contractor and he shares what he did with designing and constructing his building to make clean up a dream! He also shares how he applied business principles from his contracting business to dog breeding and how it has placed their program a cut above. You'll enjoy hearing how they delegate tasks and work together to create a great breeding program.

Struggling with Instagram? Having a hard time figuring out what to post? You'll love this episode! Elli does a mini training on her best tips and tricks for Instagram, what's she's doing, how it's working, and ways you can dabble with these techniques to better your Instagram reach and conversion.

Susan started her own bloodlines of Australian Labradoodles nearly two decades ago! She built her program from the bottom up and has amazing dogs today because of it! She shares her story, her ups and downs, how she got started and what she loves. She also explains her method of explaining temperament, drive, personality, and activity level in a way that truly helps her buyers understand. You'll love learning from her experience and story. 

Cristine recently fulfilled a dream she's had for over 30 years, breeding her first litter. Learn how she prepared and planned for this or the last few years and how the process went. How she prepped to get ready for whelping and what to do when you feel unsure. She shares how she loves showing dogs and how she was able to build a network of supportive people to help her while she is a mom and has a career. She also shares how she prepared to market these puppies over the past year and how that helped her in this process and what she'd recommend for new breeders. 

How would you breed if you're blind? Meghan is an incredible breeder, she has a heart of gold and she shares her story of how she breeds without using sight and how it might actually make her a better breeder! She also shares service dog training and helps you understand things you can look for early on with your puppies to better understand them on an individual level. You'll love all the wonderful insight into breeding without your eyes in this episode. 

Tara has built her program from the bottom up! She started with livestock showmanship and her love for her dog and decided breeding Goldens was her path forward. She has built a wonderful program and discusses how she's selling her puppies and how she was able to overcome the Covid craze and continually sell pups with little effort.  If you're a new breeder looking for inspiration or want to learn how she's tackled marketing in an easy-to-manage way, you'll love this episode!

This holiday season, I'm thrilled to bring you something truly special—welcome to the 12 Days of Breeders 2024! Over the next 12 episodes, we're spotlighting breeders from all walks of life—different breeds, styles, locations, and experience levels. These aren't just incredible breeders; they're also members of the Dog Breeder Society, and they're here to share their stories, insights, tips and tricks.  You'll hear from:

Everyone says you need a blog, but how do you incorporate it into your dog breeding business marketing plan? That's exactly what we'll discuss in this episode: if you need a blog and where it fits into your marketing plan. 

Recently I posted on my Instagram stories a poll about what was the biggest marketing struggle people were facing with their dog breeding business. These were the four options and their respective percentage of votes:   - 35% voted the buyers didn't want to pay their price - 32% voted not enough people were contacting them - 21% said they didn't know where to advertise - and 11% said the wrong people were contacting them Let's dive into these problems, discuss what they mean, and what your options are for solutions.

Want to save yourself the pain and heartache? In this episode I discuss five things that, looking back, I wish I had done sooner. Many of them would've made dog breeding easier, more enjoyable, with less overwhelm, and more income! I'd love to know, which one speaks to you most? Email Me and let me know! Learn more about: HoneyBook The Dog Breeder Society Get the Lock Screen Download

In this Q&A Podcast we discuss some things to consider when thinking about getting business insurance as well as insurance for individual dogs. We'll also discuss discounting puppies and if it's a good tactic for selling leftover dogs.  I'd love to help you along your journey and see you inside the Dog Breeder Society! 

Ever wonder if it makes sense to diversify? Many breeders take the opportunity to diversify into a second breed or size. In this episode we'll discuss this tactic and when it is and isn't beneficial.  Learn more about the Dog Breeder Society! Want to learn how to get started in dog breeding?

Ever wonder the long-term impact on you from dog breeding? In this episode I dive into how dog breeding has changed me. I talk about the way it showed me areas in my life I needed to change and how I came out of some of the struggles that made me feel like I was drowning. I hope you enjoy! Want to book a free 30-min stragety session to ask me anything and get my assistance with your program? Schedule a free call here!

You've heard you need to have an email newsletter to sell puppies, but "ugh" what does that mean! It's sounds like just ANOTHER thing to add to your plate and a new thing to learn.  In today's podcast Interview Tori explains what email marketing is, why it works, and how to implement it into your current marketing. I hope this interview will demystify it this marketing task and make it easier for you to implement! If you'd like to learn more about ConvertKit or Email Marketing with Tori, check out the Dog Breeder Society. 

Ask me questions! I love to hear from you! In this episode we discuss four questions from listeners:  When you should form an LLC? - From Sean How many females you should have? - From Lisa How do you start breeding? - From Giovanna I got a male, can I still run a breeding program? - From Charles You can always email me at julie@honestdogbreeder.com to send me questions for the podcast! You can learn more on how to start a dog breeding business. Want to learn more about the Dog Breeder Society?  

It's nice to know the cause of problems before they become problems. If you know what something will lead to–in this case, quitting dog breeding–then you can head it off before it becomes a problem.  In this episode this we discuss the three reasons dog breeders quit the industry and some common symptoms and what leads to it. I also give you some insight on how to pivot and take a different path if you want to continue breeding.  Everything I teach is inside the Dog Breeder Society, it's like the podcast, only very focused and detailed in a step-by-step way. Ready to take your breeding program to the next level?

Want to know my secret formula for writing better puppy ads and website copy? It's probably simpler than you think, but does it ever work!! In this episode I'll give you my 3-Step Formula for writing better puppy ads, website copy, and truly anything else you'll need to write. There is nothing slimy or trickster about it, but it hits your buyers right where it counts.  If you want to download the free cheat sheet to help you with these steps, check out the show notes. Want to learn more about Breeder Copy Hub? It's a monthly subscription with social media and email newsletter templates make specifically for Dog Breeders. Better yet? Breeder Copy Hub can be purchased on its own, but you get it free as a member of the Dog Breeder Society.  Enjoy!

Ever wonder where to stop improving one thing in your program and when to start on the next? How much improvement is enough and what can wait? In this episode we discuss how to use the Good-Better-Best Model to improve your dog breeding program.  Want to join the Dog Breeder Society? We'd love to have you!

What do you do when someone comes after you publicly on your social media? One of the breeders I work with has built a nice Instagram following. She has beautiful dogs and has been moving forward in breeding her dog, who is 14 months. She made the announcement on her Instagram that she was planning on breeding and a trainer went in her comments and began to ask questions about when her dog was born, and this trainer claimed, that without a doubt, she was a backyard breeder because she couldn't have done hips until she was two years old.  She tried to explain that she had used preliminary testing and that her dog had passed with flying colors, but the trainer wanted nothing to do with it, it wasn't open for discussion, the trainer made her statement and claimed that she had to say something because it was saving dogs from being in shelters.  In today's episode we'll discuss the different ways you can manage a situation like this as well as how to determine which path to taken in the given situation. 

You guys are in for a treat! A good treat like the soft and chewy ones, not the milk bones that'll break your teeth. Today you get to hear my interview with Michelle Stern of Pooch Parenting. Michelle is incredible! She has the heart of a teacher and a love for breeders, dogs, and their owners.  Don't miss the end where Michelle talks about her affiliate program for breeders that helps give you, the breeder, the tools to properly prepare buyers with children how to live with kids and pups together … it sounds cute, but we know it's … shall we call it a lot? Anyways, enjoy the episode! You can learn more about Michelle's affiliate program on my site at honestdogbreeder.com, under recommended tools.  Lastly, this is the first lesson in a masterclass that Michelle and I recorded together on Kids & Puppies and how to handle the complications that can arise, everything from preparing and vetting buyers, to helping to figure out a solution when things don't go as planned or are harder than were anticipated.  Get Michelle's Free Support Document for Breeders working with kids and puppies (scroll down to Pooch Parenting).

Feeling overwhelmed with all the things you have to do as a dog breeder? You're not alone! This is very common.  In this episode we discuss consistency, what gets in the way of consistency, and how to break the cycle of overwhelm. I'll give you lots of examples from my life and how I made these necessary changes in my own life and breeding program.  Need help making these tasks simpler? The Dog Breeder Society is full of MasterClasses designed to help you build a better, more efficient breeding program. 

We're trying something new! A Q&A! I've been collecting questions off the website for months, people write in their questions for me to answer on the podcast. This is our first Q&A episode. Inside are four questions asked by listeners.  Want to submit your own question? Go to any podcast episode at and look in the right column (or the bottom of the page on mobile). 

Are you guilty of doing one of these? It happens to all of us. In this episode I discuss three common things breeders do when trying to sell puppies that backfires and loses the sale. I also give you some alternatives to contemplate to have a better success rate in selling.  Want to learn more about selling your dogs? Check out the Dog Breeder Society! We have many masterclasses to help you learn more about breeding, marketing your breeding business, and how to run it profitably, so you can give your dogs the best possible care!

If regulation and licensing doesn't work, then what's the solution? How can we change things for the better? How to we mitigate puppy mills and accidentally bred dogs? In this episode I discuss my vision for how we can solve this problem and honest breeders are a big part of the solution. Learn more about the Dog Breeder Society 

Would regulation and licensing help the dog breeding industry? Would it protect buyers and stop puppy mills? The jury is still out, but I'd like to chime in with my thoughts on licensing and regulation, why people want it and how it might work and where there would be struggles.  In the next episode, Part 2 of this discussion, I will give my thoughts on a better, more lasting solution (and you're part of it!).     

Frustrating isn't it? Puppy buyers get scammed and then they question you, worried you're a scam! In today's episode we discuss five ways to prove that your dog breeding program isn't a scam. 

It's nice to have a list of quick things you can do to get some benefit in your program. Here are 16 things you can do in under an hour to get some traction in your breeding program.  Learn more about Breeder Copy Hub or the Dog Breeder Society

Often we feel we need to justify our breeding program, the fact that we are dog breeders, and dog breeding as a whole. This concept often has breeders collecting certificates and badges, sheepishly mentioning they're a breeder, and sometimes it has us judging other breeders. In this episode we discuss justifying your breeding program and why we feel the need to do it. 

Marketing puppies in your dog breeding program is something that stumps a lot of breeders. In this episode we discuss the ways you can market puppies. Where you should start your marketing efforts and how to put it all together.  We discuss everything from the ideal puppy buyer, branding, websites, email social media, and brokerage sites. Learn more about getting started in breeding, the Dog Breeder Society, Breeder Copy Hub, and all things honest breeding at honestdogbreeder.com.

Interested in breeding dogs, but aren't sure if you'll like the lifestyle? It's a good question! In this episode I discuss what the day-to-day life of a dog breeder is, the good and the bad, where you'll love it, and where you might get hung up.  I also discuss how much time I spend on various tasks within my breeding program each week and month, as well as some of the start up time investment.  Learn more about Breeder Copy Hub or the Dog Breeder Society.

A lot of people schedule a free strategy call with me and want to know if they are good enough to breed dogs–if they have the right skills to do it, or if it would even work. I understand that. I myself wasn't sure if I was the right person to start dog breeding. I'd love to share the skills you need to have in order to be a dog breeder, but, before I do, let me tell you a few things that might be deal breakers for you. In this episode we discuss the skills you need to breed dogs, what technical skills and personal skills you need. You don't need all these skills to start, no breeder has all of them when they start.  I hope you consider joining the Dog Breeder Society, where I teach you all my tips and tricks to running a successful breeding business.  Thank you! Julie Swan

Want to know what you really need to start?  Here's my no fluff answer. The three things that are necessary, everything else is negotiable.  Get the Roadmap to a Successful Breeding Program  

It's the number one question asked when starting dog breeding. "Is it profitable?" is a great question and a very important one. In this episode we discuss the common misunderstandings about the industry and it's profitability, which is also inseparable from ethics and being an honest breeder. Ready for the answer you've all been waiting for? Learn more about breeding honestly inside the Dog Breeder Society, a safe, educational community of supportive breeders. 

Have you ever caught yourself thinking about your pricing? If it's right or not? Maybe you're driving down the road and are wondering if you lost that last sale because your price was a bit too high? Maybe you're wondering if your price is too low? Did they think your dogs were good enough? Pricing is something that I work with all the time, not just with coaching clients, but with my own breeding program and products. What's interesting is that, all in all, pricing is a fluid thing, it's something that needs to be evaluated and tossed around on the regular. What's more interesting is that confidence often plays into it. It plays into how your pricing is conveyed. I'm not going to deep-dive into how to practice your tone and voice, but just for fun, listen to these two sentences and tell me which sounds more confident.

Does the idea of bookkeeping and organizing your receipts and expenses make you want to pull your hair out? You're not alone! Sometimes the hardest part of bookkeeping is getting the flow and system down so you know what you're doing.  In this episode I share 5 tips that have helped me organize my dog breeding expenses and create a system that's easy to manage and gives me the information I need to review my breeding business as well as do my taxes.   

I've been a DIYer most of my life. It's been great for a lot of things, especially when I was broke. However, there are so many hats in dog breeding, that it probably makes sense to delegate some of the tasks. In this episode we discuss how you can sort out what you should do yourself and when you should hire someone. How to figure out your area of genius and what to do with the things that don't exactly fall into that area of genius.  Want to learn more about the Breeder Copy Hub?