The Honest Dog Breeder Podcast: Recent Episodes
Julie Swan
Welcome to the Honest Dog Breeder Podcast, with me, your host, Julie Swan, where each week we dive in to discuss all things dog breeding, so you can build a breeding business you love, producing dogs that fulfill their owner’s dreams. I believe you can have an honest dog breeding program, that also pays the bills. So throw those pods in your ears while you’re cleaning kennels—I’d love to join you.
When I tell breeders to raise their puppy price by $1,000, the immediate reaction is usually, "Not for my breed, not in my area, and not in this economy." I get why your brain goes there. Tacking a random $1,000 onto your current price without a plan feels awkward, greedy, and scary.
In this episode, we'll challenge the belief that your current price is the absolute maximum your market will support. Most honest breeders aren't undercharging because they lack quality; they're undercharging because their actual value is hidden inside their head and completely invisible to buyers. I break down the crucial difference between a price that is wrong and a price that is simply unsupported—and why building margin into your program isn't about hype, but about creating a sustainable business that protects your time, your family, and your dogs.
Learn More & Join Elevated Breeder: honestdogbreeder.com/elevatedbreeder
In this episode, I'm tearing down the toxic misconception that you're only an "ethical" breeder if you're broke, exhausted, and barely breaking even. We break down the hidden costs of breeding that so many people ignore—the lost sleep, the family sacrifices, and the emotional toll—and why a lack of profit turns every emergency into a soul-crushing moral crisis. If you've ever felt guilty for wanting your breeding program to actually support your real life, this episode will completely redefine how you look at your margins and your worth.
Learn More and Join Elevated Breeder: honestdogbreeder.com/elevatedbreeder
My dogs paid for my recent cruise—and even as I say that publicly, a tiny part of me feels like I should apologize or defend it. Why is it that when a contractor pulls up in a brand-new truck, we assume he's successful and professional, but when a breeder benefits financially, people question whether she really loves dogs?
In this episode, I'm tackling the "Guilt Discount"—the money breeders give up simply because charging what they're worth feels like a moral landmine. I break down the toxic myth that "there's no money in breeding if you do it right," why financial struggle isn't a badge of honor, and why your breeding program shouldn't just support your dogs, but bring good things back into your real life, too.
Learn More and Join Elevated Breeder: honestdogbreeder.com/elevatedbreeder
I recently sparked some heated social media "discussions" by pointing out a hard, inconvenient truth: if honest breeders stop breeding, the demand for puppies doesn't magically disappear. It just gets funneled directly to puppy mills and irresponsible backyard breeders.
In this episode I explain the biggest misunderstanding the adopt-don't-shop movement projects and share the data on where these dogs are actually coming from. We dive deep into why ethical breeding is a professional, skilled service—and why we have to stop shaming the most responsible breeders into undercharging, overgiving, and burning themselves into the ground.
If you're tired of being villainized online for doing things the right way, this honest, unfiltered episode is the exact reality check the dog world needs right now.
Check out Elevated Breeder: https://honestdogbreeder.com/elevatedbreeder
We've all seen it: that picture-perfect puppy on Instagram that looks like it was born to lounge on a designer couch. But what happens when that cute aesthetic turns into a living, breathing behavioral nightmare?
In this episode, Julie is sitting down with Emily Breslin—a certified professional canine nutritionist, trainer, and former vet tech—to tear down the modern myth of the "lifestyle accessory" pet. Emily gets incredibly raw about her own journey, sharing how a "free" accidental puppy completely flipped her life upside down, forcing her to become the trainer she desperately needed but couldn't find.
They dive deep into the messy reality of post-COVID dog ownership, where our culture of instant gratification is violently clashing with actual canine psychology. Emily explains exactly why stripping a working breed of its biological purpose is a fast track to severe anxiety, and she pulls back the curtain on a devastating, unspoken shelter truth regarding what really happens to highly adoptable, owner-surrendered dogs when a facility hits crisis mode.
For the breeders listening, this conversation is a masterclass in how to disarm your buyers. Emily breaks down the precise questions you need to be asking to vet homes effectively and ensure your puppies aren't walking into a toxic, mismatched environment. This incredibly honest and eye-opening episode will completely change the way you look at the other end of the leash.
Check out Emily Breslin and The Dog Who Asked for More: https://thedogwhoaskedformore.com/
Think rock is just rock? Think again! In this episode of our Facility Factor series, Julie sits down with rock and gravel extraordinaire Laurie Fenly, who spent 17 years managing a massive commercial rock yard. Laurie shares the hilarious (and costly) mistakes she's seen people make—including a customer who dumped a quarter-ton of gravel into a Mercedes convertible, and another who ignored expert advice and accidentally turned his driveway into a tire-spinning, rutted nightmare.
Whether you are looking to replace high-maintenance grass, eliminate parasite-harboring mud, or map out your next walking path, this interview will completely change how you look at your property. Tune in to learn why more isn't always better, why the wrong rock color can literally blind you in the sun, and how to pick the right materials the first time around.
Plus, we've put together a Rock & Gravel Cheat Sheet packed with visual guides and the exact mathematical formulas you need to calculate your materials without overpaying!
Head over to honestdogbreeder.com/ff3 or log into the Honest Dog Breeder Society to listen now and grab your free cheat sheet!
Did you know that 90% of the smell from a kennel is the flooring? When you get the right flooring, not only does it not harbor smells, but it's easier to clean, saving you precious time and labor. It's also much safer and more sanitary for your puppies and breeding dogs, making dog health even easier to maintain. Learn about the different flooring, what to do for temporary flooring, as well as more permanent facilities, even rooms in your house in this expert interview with Bill Collins - both a breeder and a seasoned flooring professional.
Check out the full series at honestdogbreeder.com/facilities
If you are tired of having dogs take over your living room or puppies whelping in your bathtub, this episode is a mandatory listen! Julie sits down with her husband Bill—a veteran general contractor—to break down the raw truth about working with builders and planning your breeding facility.
Bill holds nothing back as he shares how to spot red flags in a contractor's bid, why that "unbelievably cheap" quote will cost you double in the long run, and how to design a space that actually gives you your life back. From modular DIY hacks for a $5,000 budget to the the importance of thinking through what you need before you start building, this interview will save you thousands of dollars and endless headaches.
In this episode, you'll learn:
- The 12-Hour Rule: The important things to think about when you design your facility to make sure it actually meets your needs once it's finished.
- The Contractor Vetting Process: The exact questions to ask to make sure a builder has your best interests in mind.
- Smart Materials: What you need to consider when picking materials that will work for your dogs and in your environment.
Stop stressing and start building a space that works for you.
Head over to honestdogbreeder.com/facilities or log into the Honest Dog Breeder Society to listen to the full Facility Factor series now!
If managing your dogs feels exhausting, the problem isn't your dogs—it's your facilities. A great setup should make your daily life easy, saving you from the exhausting "management cycles" of juggling dog rotations and endless cleaning. Whether you raise one litter a year in your home or manage a standalone kennel, there is always a way to optimize your space and buy back your time.
In this quick five-minute episode, I'm introducing our brand-new series on facility design, materials, and layout strategies for breeders of every scale. Stop wrestling with temporary fixes! Head over to honestdogbreeder.com/facilities or log into the Honest Dog Breeder Society to listen now and set up your program to work for you.
One of the most heartbreaking scenarios in breeding: the dog who is "taken care of, but not loved." Tucker, a returned dog, had perfect vet records and auto-shipped food, but lived a life of isolation because he didn't fit his owners' expectations. We dive deep into why these "mismatches" happen and why they are almost always an Ideal Puppy Buyer problem rather than just a "bad home." If you've ever struggled with a puppy return or felt the sting of a placement gone wrong, this episode offers a roadmap to move past blame and into professional responsibility. Learn how this experience can help you spot early red flags, and refine your process to ensure your puppies don't just find a house, but a home where they are truly wanted.
I recently saw a license plate that read "ShipWrk" next to a sticker saying, "I run a tight shipwreck," and it really hit a nerve about how often we breeders wear our chaos as a badge of honor. In this episode, I'm diving into why chaos should be a temporary season for growth, not a permanent identity that keeps you stuck. I share my own recent "chaotic" month of travel and litters, and explain why I believe the best breeders aren't the ones who avoid the mess, but the ones who know how to turn it back into order. If you're currently feeling underwater, join me to learn how to stop just "surviving the wreck" and start building a program that actually supports your life.
Whether you are moving through a season of growth or looking to simplify, it's time to stop treading water and start making decisions based on clarity instead of pressure.
If you're ready to trade the overwhelm in your life and breeding program for a sustainable framework, this is a can't miss episode of the Honest Dog Breeder Podcast. You can learn more about the Honest Dog Breeder Society and join at https://honestdogbreeder.com/dogbreedersociety
In this episode, I'm digging into a pattern I see constantly: breeders who feel stuck in the chaos, they know they're doing too much but they don't know how to stop. We're exploring how your identity—the version of yourself you think you have to be—might be the very thing keeping you trapped in unsustainable habits, like 24/7 buyer messaging and elaborate processes that no longer serve you.
I'm sharing why becoming a better breeder often requires becoming a different breeder, giving you full permission to evolve your program as your life changes. Whether you are moving through a season of growth or looking to simplify, it's time to stop treading water and start making decisions based on clarity instead of pressure.
If you're ready to trade the overwhelm for a sustainable framework, register at: https://honestdogbreeder.com/webinar for my live training: Why Breeding Feels Overwhelming—and What to Do Instead—being held on January 29th at 3 PM EST / 12 PM PST.
Why does "doing it right" feel so exhausting? If you've ever felt judged for your feeding choices, overwhelmed by puppy curriculums, or drained by 24/7 buyer messages, this episode is for you. I'm breaking down the "Proxy Problem"—the trap of using checklists and health-testing markers as an ethical standard instead of a pathway—and why being a truly good dog breeder is about intentional decision-making, not mindless dogma. We're shifting the focus from constant effort to sustainable results. If you're ready to trade burnout for a clear, sustainable path forward, visit https://honestdogbreeder.com/129 to register for my upcoming workshop: Why Breeding Feels Overwhelming—and What to Do Instead.
This episode is all about the "money" side of breeding that many people feel uncomfortable talking about: puppy deposits. From the classic debate over non-refundable fees to the massive legal shifts happening in California, I'm breaking down how to structure your deposits to protect your business and your reputation. We'll look at the specific math of cash flow, how to handle contracts without making things complicated, and why your deposit strategy is actually a key part of your buyer's journey. Join me as we clear up the confusion so you can focus on what matters—raising great dogs.
The New Year often comes with a lot of noise and pressure, but I believe real progress starts with slowing down to see where you actually stand. In this episode, I'm walking you through a simple reflection process to help you identify what worked last year, what was "clunky," and where you should focus your energy next. I share my own recent wins and "hair-pulling" moments—like realizing my branding didn't match my ideal buyers—to show you how to turn those friction points into a clear 90-day action plan. We'll also discuss the importance of investing in your long-term future, whether that's through financial planning, making space for creativity, or finally learning that one skill you've been avoiding. Join me as we cut through the resolutions and set your breeding program up for a sustainable, successful year ahead.
Christmas is the one time of year I finally slow down enough to reflect on whether my life and my breeding program are actually in alignment with the dreams I have for my family. In this episode, I'm digging into the idea that breeding should be a "bringer of good things"—whether that's financial freedom, family vacations, or simply the ability to be a more present parent. I truly believe that struggle is not proof of integrity, and it's time to stop being a martyr for your program if it's currently causing more resentment than joy. Join me for a year-end "gut check" as we evaluate what breeding cost you this year versus what it gave you, helping you decide if the scale is truly in balance. Every program requires a custom approach to success, and I want to help you design yours so that your breeding business finally supports the life you've always envisioned.
In this episode, I'm breaking down why even the best puppies won't sell if your messaging is out of sync, and how a few strategic pivots can help you finally reach your ideal buyer. By getting into alignment, you can stop chasing leads and start naming your price for the dogs you love to raise. Join me to learn how to make your breeding program more profitable and a whole lot easier to manage.
In our final episode of the series, we hear from Dana Filatova of Kismet Labradoodles in Ashville, NC, as she recounts the essential, sometimes challenging, lessons learned from her very first litter. Dana's debut litter was unexpectedly large—a "bonus-sized" group of eleven puppies! She takes us behind the scenes, sharing the unexpected obstacles and triumphs that came with managing such a big group. Most importantly, Dana reveals how the experience of raising those first eleven puppies forced her to redefine her ideal puppy buyer, shifting her focus and strategy to ensure the perfect fit for every single puppy. This interview is a powerful reminder that sometimes the biggest lessons come not from research, but from the actual process of breeding.
Today we welcome Andrea Gardner of Desert Sky Poodles in Utah, who brings a truly unique perspective to the world of dog breeding, shaped by her background in agricultural education. Andrea explains how the principles of genetic selection and program management she learned in Ag Ed apply directly to her Poodle program, leading to a thoughtful, data-driven approach. She views her role as not just a breeder, but as a teacher, emphasizing the crucial importance of thoroughly educating buyers so that every Desert Sky puppy can achieve its full potential. Join us to learn how embracing an educational philosophy can revolutionize your breeding selection, buyer relationships, and overall view of your program.
We sit down with Megan Smith of Acadia Goldendoodles in Maine, who proves that responsible breeding can—and should—be a joy. After 17 years in the game, Megan has cracked the code on sustainability and enjoyment. She takes us on a tour of her spectacular facility, which we've affectionately dubbed a "summer camp for dogs," designed for maximum enrichment, wellbeing, and ease in managing around 20 breeding dogs at a time. Megan also explains her decision to focus exclusively on F1 and F1b generations of Goldendoodles, detailing the specific reasons and goals behind that choice. Through it all, she emphasizes the critical role of continuous education and improvement in maintaining an ethical program over nearly two decades. Whether you're a new breeder or a veteran, you'll gain creative insights into how Megan maintains her passion and makes breeding a rewarding, long-term career.
Leilani Nichols of Northwest Cairn Terriers in Oregon joins us to share her unique approach to breeding and placement. In a world where every puppy looks cute, Leilani uses her marketing to target buyers who are truly ready for the specific challenges of a clever, feisty Cairn Terrier, ensuring a perfect long-term match. She also offers fascinating, hard-won insights into the difference between dogs bred solely for show ring success versus those bred specifically for temperament and personality. Leilani's commitment to matching the right personality to the right home proves that honesty and strategic communication are the keys to building a sustainable and ethical breeding program.
Meet Sarah Whitman of Bonnie Brae Collies, who just sold her first litter of puppies. Sarah's experience working in accredited zoos with rhinos and elephants fundamentally shaped her approach to breeding. She shares how her deep dive into population genetics led her to Collies and a registry with an open book that allows for intentional diversity planning, moving beyond closed gene pools. This episode is a must-listen for anyone feeling constrained by legal restrictions on dog breeding, as Sarah is creatively working with state and local laws to shape and structure her program. She discusses the practical constraints and opportunities presented by her Colorado location, discussing how she's building a responsible, sustainable program that is still completely compliant with local laws.
In this 12 Days of Breeders interview, we welcome Andrea Jones of Maple Hill Doodles in Ohio. A 25-year veteran breeder of Goldendoodles, Cavapoos, and Cavadoodles, Andrea has built her program on advanced, and sometimes unconventional, health protocols. Andrea shares her techniques for holistic management, detailing the logistics of maintaining a non-vaccination protocol for her entire program, underpinned by a raw, species-appropriate diet. Critically, Andrea reveals how she's raised the bar for buyers to solidify her own credibility, demanding a higher standard of commitment from her clientele. This episode is essential listening for any breeder looking to bring more holistic rearing into their program, covering not only her dog management techniques, but also her non-negotiable business rules: maintaining a mandatory financial escrow for emergencies, ensuring all contracts are attorney-reviewed and ironclad, and utilizing rigorous structural health clearances (OFA Hips/Elbows) that go beyond standard genetic testing.
In this 12 Days of Breeders interview, we welcome Bill Wyatt of DubDub Danes in Bentonville, Arkansas. After a career in high-level sales, Bill applies his deep customer service acumen to breeding, expertly guiding buyers so they feel supported, not sold to. Bill shares his lifelong love for Great Danes and gives an honest look at the immense logistics of managing a breeding business for giant dogs, covering everything from the astronomical feed (and poop) to a size-appropriate socialization protocol. You'll learn how he uses professional business standards to structure the entire customer journey and why his experience with Great Danes has made him passionate about temperament in breeding selection. This episode is a great listen for any breeder navigating a niche market or looking to transform their customer relationships.
Today, we dive into the highly specialized world of German Shepherd service dogs with Cynthia Kelly of Regis Regal German Shepherds. Cynthia shares the unique, rigorous process she has developed for raising, training, and placing her dogs, many of whom work with children with autism. She takes intentional breeding and socialization to the next level, enabling her to provide service dogs who have amazing ways of helping people, from providing a sense of safety and security, to preventing elopement of children, to providing life-saving intervention for people with epilepsy and diabetes. Learn about her foundational standards for long-term genetic clearance (focusing on at least eight to ten generations of clear bloodlines) and her unique philosophy on what it takes to create and train a successful service dog. Cynthia proves that with the right lineage and the highest level of foundational work, the potential for these magnificent dogs to serve humans is truly limitless.
For Day 4 of 12 Days of Breeders, we welcome Kari Roach of Choice Paws in Utah. Kari's journey is highly strategic: a former pre-med student, after starting out as a guardian home, she ended up buying an established breeding business program. This rare and successful move allowed her to immediately apply her health science discipline, bringing a rigorous, systems-based approach to her Cavapoo program. You'll learn how Kari made the journey from guardian home to purchasing a breeding business, how she meticulously documents health testing and structure, implements a deep, structured curriculum including ENS and scent work to optimize puppy confidence, and details of her social media strategy to showcase integrity, justify premium pricing, and attract educated buyers. You'll also hear the heart she brings to her dogs, buyers, and guardian families. If you are ready to stop treating breeding as a hobby and start running a high-caliber program driven by both meticulous standards and genuine passion, this episode is mandatory listening.
For Day 3 of 12 Days of Breeders, we dive into the world of Livestock Guardian Dogs (LGDs) with Natalie Thurman of Apex Anatolians in Frenchtown, Montana. Natalie's dogs aren't just pets—they are 24/7 protectors tasked with guarding livestock from predators like bears and mountain lions. She is also currently the President of the Anatolian Shepherd Dog Club of America (ASDCA).
In this powerful episode, Natalie shares the essential difference between breeding for a companion pet and maintaining the innate, independent working temperament required for a true LGD. She provides an expert's look inside the national breed club, discussing the challenges of preserving the breed's functional standard against the pressures of dog show conformation.
This interview offers a unique insight into tough ethical questions breeders encounter when they go viral. You will learn the importance of finding a breeder-mentor who emphasizes the whole dog (temperament, health, and working ability) and why blunt, complete honesty with every potential buyer is the only way to ensure successful placement in such a demanding working breed. If you are committed to upholding the function and integrity of a heritage breed, this episode is mandatory listening.
In this 12 Days of Breeders interview, we welcome McKenze Ocampo of Twilight Doodles in Dallas, Texas to share the experience and expertise she's used to build a thriving breeding business. McKenze discusses the daily discipline, continuous education, and fierce personal drive that has helped her build Twilight Doodles. You'll learn how she created a unique and authentic brand identity that sets her program apart, establishing immediate professionalism from day one. Crucially, McKenze reveals the power of her detailed record-keeping system, which provides non-stop, transparent support to her buyers. Plus, hear her powerful challenge: "If you are unteachable, maybe that's the time to stop doing something." If you're ready to master the business side of breeding without sacrificing passion, this episode is a blueprint for scaling success.
In this first episode in our 2025 12 Day of Breeders, we talk to AKC Breeder of Merit, Kim McGuirk of Newbliss Chicago Lagotto, who built explosive business success by focusing on radical customer service and smart delegation. Kim shares the secret to her longevity: building an incredible community of owners through fun bi-annual social events, and the brilliant management strategy she uses to prevent burnout—including a puppy socialization hack using high school and college students on a shift spreadsheet! You'll learn how Kim's anti-snob approach to treating clients with respect attracted buyers fed up with poor communication elsewhere, and why the Lagotto Romagnolo is the ultimate purebred alternative to a Goldendoodle. If you're ready to pivot from stress to success, this episode is mandatory listening.
Breeders are some of the toughest people out there—but grit alone won't move you out of burnout. In this episode, I reveal the small hack that shifts you from survival mode into intentional growth mode. You'll learn how to feel real progress, how to stop moving the goalposts on yourself, and how to make better decisions with less emotional load.
This one mindset shift has changed how I run my program… and it can change yours too.
In this episode, I discuss my own personal year of dog breeding, what worked, what didn't go so well, and how I plan to change things going forward, plus how you can use my insights to start evaluating your own program. I also cover new updates for the Honest Dog Breeder Society and give you a sneak peek at all the exciting things I'm working on for 2026.
Feeling overwhelmed? Can't seem to catch a break? Your program feels more like herding cats rather than breeding dogs? It happens to us all! In this episode we'll go over the two kinds of breeders, which one you are, how to transition if you're not happy about which one you are, and how immersing yourself in a solid community of intentional breeders can give you the edge you've been looking for.
Learn more about the community here: honestdogbreeder.com/community
Ever sold a puppy to a buyer and regretted it? Many things can happen when working with the general public and dogs, sometimes we get it wrong. In this episode we'll discuss what can happen to make it go wrong and help you determine which of these situations makes you a bad breeder and what you can do about it.
Looking for a community of breeders who will support you through the good and the bad? Join the Dog Breeder Society, the only place where breeders genuinely support each other in all aspects of their business. We have everyone from new breeders to seasoned breeders who have been breeding for decades. Learn more at honestdogbreeder.com/dogbreedersociety
Puppy buyers are changing, they're asking for more from us, and they have new boxes they want us to check before buying. There's also a dark side of this movement that has buyers publicly coming after breeders. Today I'll talk about what they're doing, what to do if you're a victim, and how you can adapt your program so you're serving this new evolution of puppy buyers.
Discounting older puppies is tempting. Discounting is what stores do as the seasons change. They’ll have sales for summer clothes as summer comes to an end. Yet, does it work for puppies? The answer? Well, sometimes, but not usually.
In this episode I’ll discuss the problems with discounting your older puppies, when it makes sense, when it doesn’t, and if you do decide to discount a puppy, how to handle offering a discount in a way that is best for you, your buyers, and your dogs.
Parvo was one of the most stressful challenges I faced as a breeder—until I found NeoPar. In this episode, I share my journey and how NeoPar has worked for me to protect puppies against parvo at a very young age, even before they leave for their new homes. Because it bypasses maternal immunity, it gives puppies protection right when they need it most, and it’s one of the few things that lets me sleep better at night knowing they’re safe. This isn’t a sponsored episode—it’s simply my story and the solution that finally gave me peace of mind.
Ever wonder how to plan and budget for your facility upgrades? In this episode I'll share my best tips and tricks for facility upgrades, whether its the little stuff while you're just getting started, an intermediate DIY project or room remodel, or a large exterior facility. I'll also give you some guidelines for how to plan the budgeting for it and when to invest in a facility so that you aren't waiting too long, but in a way that doesn't capsize your finances either--no one wants to be "forced" to produce so many dogs.
Over the last few episodes we’ve discussed ways to build a financial future, whether or not it includes dogs. In this episode we’ll discuss whether your should invest in your facilities, so you can grow your breeding business, or whether you should invest in your future. I’ll give you all the criteria you should review and answer to make the best decision for your business, your future, and your family!
She told me, “If I don’t sell 20 puppies this month, I’ll go under.” It was a wake-up call—and not just for her. In this episode, I’m sharing real ways to turn your dog breeding profits into long-term financial stability, so you’re never stuck breeding out of survival. Whether you stay in the game or eventually want to take a step back, this one’s all about building options. Don’t forget to grab the cheat sheet at honestdogbreeder.com/115!
One of the biggest mistakes I see breeders make is that they finally get some momentum—puppies are selling, income is flowing—and instead of using that money to create peace or freedom down the line, they burn it. You might be investing all of that money in your breeding program, but as important as it is to reinvest in your program, it's also incredibly important to invest in your future.
In this episode, I’m so excited to share with you how to capitalize on your breeding program when it’s in its heyday—when your dogs are popular, you’ve got lots of buyers, a good price, and your enthusiasm is high.
I asked myself this question recently when I realized I'd back-to-back (and overlapping) litters starting on January 31st of this year had been a little too much for my bandwidth. While there are easy calcuations to determine how many puppies you need to sell, and litters you need to have, to reach a financial target, and I've got a formula to help you calculate that - you can get it at https://honestdogbreeder.com/litters.
But money isn't the only factor you need to consider when determining how many litters are right for you. In this episode I dive into the other questions you need to be asking yourself as you determine how many litters you should have!
In this Q&A we have 5 questions I've been asked recently on the website. I'll go into brief detail on what to consider with each question and what do to about it. If you want to submit your own questions for Q&A, send me a message at julie@honestdogbreeder.com.
Thank you!
Ever feel like you’re pouring money into marketing but not getting results? In this episode, we dig into the top marketing money leaks breeders face—from the trap of paid advertising to websites that repel more than they attract. I’ll walk you through common mistakes that quietly drain your budget and energy, plus how to take the heavy lifting off your plate so your efforts actually move the needle. Whether you’re just starting out or tightening things up, this episode will help you stop wasting money and finally get your marketing working for you—not against you.
Sign up for the early bird special discount for Breeding Marketing Mastery: honestdogbreeder.com/earlybird
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: 🐾 Breeders just getting started on their journeys, 🐾 Breeders who’ve spent decades honing their craft, 🐾 And everyone in between—each with a unique perspective on raising healthy, happy dogs that bring joy to families.
They’ll be sharing: ✨ Tips and tricks they’ve learned along the way, ✨ Advice they’d give to others stepping into breeding, ✨ And what’s kept them inspired through the ups and downs of this amazing work.
It’s the perfect way to reflect, learn, and celebrate the joys of breeding during this season of giving. So whether you’re sipping a mocha by the fire, tackling a mountain of puppy pens, or planning out what 2025 has in store for your breeding program, join me for The 12 Days of Breeders 2024.
Thank you for celebrating this incredible community and all the amazing dogs they bring into the world. Happy holidays, and I’ll see you there!
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:
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35% voted the buyers didn’t want to pay their price
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32% voted not enough people were contacting them
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21% said they didn’t know where to advertise
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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?
I made things difficult for myself for over a decade. I was in my own way. In this episode I reflect on how I got in my own way and how it affected my breeding program. I give you tips to see how you might also be in your own way, what it looks like, and how to step out of your own way!
Spoiler alert: you're a big part of me getting out of my own way! Thank you!
Ever stuck in line at the post office and think you're wasting time? I do. In this episode I discuss 5 things you can do on your phone that make it easier to manage your breeding program. Most of them you can do in line at the post office!
Everyone says you need a website, but very few people actually talk about what they means, what it looks like! In today's episode we'll discuss websites and how to approach the layout and design of your website to better communicate with your buyers.
In this podcast I discuss three things to consider when planning your new year of dog breeding and also I share a personal reflection on my own breeding program, what went well, what didn’t go so well, and some of my plans to make things better going forward this year.
Have you heard about the Breeder Copy Hub? It's a dog-breeder-specific content planner we release monthly! It's available to member of the Dog Breeder Society or can be purchased separately.
Recently I've been talking with a lot of breeders who are struggling to sell puppies, I've seen some constant themes creating difficulties in their marketing. In this episode I discuss 4 mistakes I see breeders making over and over again in their marketing.
We've released a new masterclass inside the Dog Breeder Society that helps you integrate stories into their marketing for better results.
Part of selling yourself as a breeder, beyond the quality of your dogs, is selling your knowledge and support. When buyers feel supported, they are better able to provide and take care of their dog, when that happens the relationship between the dog and the buyer improves and a beautiful bond is formed. The buyer will think the dog is just amazing—and while the dog is amazing—a big part of that success story is that you, the breeder, set the situation up for success.
During the normalizing of the market I found myself flush with puppies, Pepper had a giant litter and I had WAY more puppies than usual–with a waitlist of very few. This episode is about all the shifts I made after getting complacent with my marketing and how it helped me sell my puppies, including the puppy who was born with one eye.
In this episode we discuss the dilemma of buyers calling when you don't have puppies, and no buyers calling when you do. I discuss some techniques for what to say to buyers, and then give my ultimate solution to help you with this.
The final installment in this series...let's discuss practical ways to downsize a breeding program that doesn't take you out of the game, doesn't kill the bloodlines you've worked hard to create, and yet allows you to reduce the number of puppies you're producing and the stress that can go with marketing during reduced demand.
There's a cheatsheet for this episode at honestdogbreeder.com/70
You can join the Dog Breeder Society at honestdogbreeder.com/dogbreedersociety
This episode is the second installment to our three-part series on the changing market, whether you should pause your breeding, if you're being ethical, and the upcoming, how to downsize your program, while retaining your bloodlines.
Here we discuss what ethical and unethical dog breeding is, and then we dive into how the economy and supply & demand play into that ethics.
There's a cheatsheet that goes with this episode!
I hope you enjoy!
Breeders are whispering about pausing their programs. Does that make sense?
I'll discuss my thoughts on the pausing, if it's right for you, or even the industry. I'll also discuss three elements of the dog breeding market and economics that are playing into the current dog breeding situation.
This is part of a 3-part series which includes the next episode on the difference between ethical and unethical breeding and also how that relates–or doesn't–with supply and demand econimics.
The dog breeding market is still normalizing, supply is greater than demand, and many breeders are contemplating quitting, but I see so many brilliant breeders sabotaging their breeding program because of this one thing they're doing...I'll explain what it is and how you can work with it to stop it from ruining the beautiful program you've built!
It happens to us all, things are going good then this happens, then that happens, and, all of a sudden, we feel like we've lost our traction. Don't worry, it happens to us all. Today's episodes are all about techniques for geting the traction back in your business when you feel like you've lost it.
Interested in the Ideal Puppy Buyer Cohorts? Apply here!
In this episode I discuss how every problems can work to our benefit, especially in this normalizing market. I'll discuss some perspective shifts and how to better write your marketing copy to speak to your buyers.
Interested in the Ideal Puppy Buyer Cohort? Join the Waitlist!
Every breeder I've ever spoken with has some insecurities in their breeding program, it's natural. Yet sometimes breeders take that insecurity and use it to fuel them to forfeit their integrity, giving breeders a bad name and hurting their program and reputation.
This episode discusses a breeder whose insecurity led her to fraudulently place a badge on her website, not understanding how much it showed her lack of integrity.
I'll give you an alternative, a way to use your insecurity as a guide to help you focus on your program and make it better. I also made you a worksheet with examples to help you sort through these pain points. You can get it in the show notes here.
Need some helping working through the pain points? Schedule a Strategy Session with me, Julie Swan, I set aside 4 hours every week for these video chats specifically.
What do you feel when you hear the word boundaries? Love it? Hate it? It haunted me for a while, buyers had me a bit resentful. I knew I needed boundaries, but how? This episode we discuss boundaries, what they are, why the concept feels a bit icky, and how to implement some boundaries so you feel better about the time you spend with your buyers and you, in return, give them better service.
Get the cheat sheet that goes with this episode on 12 Techniques for Maintaining Boundaries with Your Buyers at the show notes!
Dog Breeding can be overwhelming at times, especially when you're a mom and wife and the puppies aren't the only ones relying on you. In this episode I discuss four techniques to help you get a little traction in the process of dog breeding, don't worry they aren't woo woo. They're actionable.
Want to schedule a free 30-min strategy session with Julie Swan?
Your contract should be an extension of your brand, your service, your relationship with your buyers, it can be so beautiful, but so many breeders put these clauses in their contract and ruin the relationship they've built with their buyers.
This episode I discuss clauses that I recommend you avoid.
Purchase my easy-to-customize contract template here!
Want some help with your breeding business? Book a FREE 30-min Business Strategy Session with Julie Swan
This isn't legal advice, but a discussion of the impact of certain discussions
Ever wonder what it actually means to be an honest dog breeder? How do you know if you're making the cut? If you're contributing to the world of dogs or if you're taking away from it?
In this episode we discuss what it means to be an honest dog breed and how you can make sure you are one.
Oh–I need your help–this topic is pretty thick, send me an email at julie@honestdogbreeder.com if you'd like a masterclass or cohort on this topic. Thanks! -Julie Swan
Should you quit dog breeding? It's a question that pops up from time to time when you're in the business, especially when you've had a bad litter or a dip in sales or revenue...but should you actually quit?
In this episode we discuss if your thoughts on quitting are because you need to pivot and make some changes or if it's actually time to throw in the towel.
Don't forget to get the freebie checklist with the episode to help you diagnose where you're at! Get the freebie in the show notes here!
As the puppy market is normalizing, you have to ask yourself, how am I going to grow, or at least sustain, in this changing market? The answer is customer service. This year customer service is going to be the most important thing you can you can do to keep your breeding program moving along. So what is customer service in relation to dog breeding and how do we implement it?
There's a troubleshooting worksheet that goes with this episode, check it out in the show notes!
Recently I almost lost Bill. I had to take a flight that departed mere hours after finding out. This episode is about setting up your program so that you have the ability to leave in a moment's notice should you need to.
There's a freebie that helps you map out a plan for help, it's in the show notes.
Guardian Homes sound like the magic sauce, yet co-ownerships are often hit or miss. In truth guardian homes are often hit or miss as well. In this episode we discuss guardian homes and when it's a good idea to add them to your program, so they're a benefit–not a detriment–to your dog breeding business.
As a special bonus, I have a link inside the episode where you can get a cheat sheet on where to find guardian homes.
Ready to join the Dog Breeder Society?
We are so lucky to have Matt Beisner on today, from The Zen Dog & the show Dog: Impossible. We discuss a lot of topics where trainers and breeders collide, discussing the market, what people want and where the dog fits in. We discuss genetic coercion–are we breeding with the right intents? what does it mean for breed standard?
I think you'll love this deep dive discussion on topics from an alternative perspective.
Tori Mistik of Wear Wag Repeat is a business coach for Petpreneurs. She works with business owners of all pet industries and even has a community for those wanting to grow their businesses.
Tori has seen it all, in today's episode she discusses where lots of new petpreneurs struggle with their business. While the focus was on new businesses, there is a lot that is applicable to seasoned businesses as well.
Dive in to learn more and get the cheat sheet that goes with the episode!
Hello Honest Dog Breeders! Today we are so lucky to have Michele Taylor of Taylormade Miniature Golden Retrievers. Michele and her husband have 8 beautiful children and an amazing dog breeding program.
Through a unique housing restriction Michele had to get creative with her program, she has successfully used guardian homes to not only increase the size of her program and maintain the genetic diversity she is looking for, but to also give her breeding dogs a high quality of life that’s less taxing on her family.
Michele talks us through how she runs her guardian program, what she pays people, how she gets paid, and how she manages these guardian dogs.
I know you’ll love what she has to say and even if you primarily have all your breeding dogs at your home like I do, you might find that exploring guardian homes may increase your options.
Is dog breeding burning you out? The stress of breeding ebbs and flows and we can certainly make it easier on ourselves, but are you just tired or are you at a point of burn out? In this episode we discuss burnout in dog breeding, how to recognize it, if it's a signal of depression, and some techniques to quelch the psysiological response.
Is dog breeding burning you out? The stress of breeding ebbs and flows and we can certainly make it easier on ourselves, but are you just tired or are you at a point of burn out? In this episode we discuss burnout in dog breeding, how to recognize it, if it's a signal of depression, and some techniques to quelch the psysiological response.
It happens to all of us. The puppies are ready to go...but they don't all have homes. This episode discusses ways to find homes for your prescious pups.
It happens to all of us. The puppies are ready to go...but they don't all have homes. This episode discusses ways to find homes for your prescious pups.
In this episode I review my current kennel and what I love about it and what I would change about it. I hope it gives you some ideas and saves you some of the mistakes I've made.
In this episode I review my current kennel and what I love about it and what I would change about it. I hope it gives you some ideas and saves you some of the mistakes I've made.
How do you become an Honest Dog Breeder? Or you one already? Being an honest breeder is all about building a breeding program that creates and takes care of wonderful dogs, places them in amazing homes, taking care of those buyers, and then taking care of yourself and your family.
This episode discusses the ins and outs of what it really means to be an honest dog breeder.
How do you become an Honest Dog Breeder? Or you one already? Being an honest breeder is all about building a breeding program that creates and takes care of wonderful dogs, places them in amazing homes, taking care of those buyers, and then taking care of yourself and your family.
This episode discusses the ins and outs of what it really means to be an honest dog breeder.
It feels foolish to ignore the changing puppy market and the looming recession, but what does it really mean for dog breeding? is it over? will it survive? Will your program survive? What changes should we make to ensure the long-term success of our program...and what if we are just starting out (you'll be surprised on this one 😉)
Learn more and join the Dog Breeder Society!
It feels foolish to ignore the changing puppy market and the looming recession, but what does it really mean for dog breeding? is it over? will it survive? Will your program survive? What changes should we make to ensure the long-term success of our program...and what if we are just starting out (you'll be surprised on this one 😉)
Learn more and join the Dog Breeder Society!
Hello Honest Dog Breeders! Today we are so lucky to have Michelle Klump of Outwest Bassets, in Arizona. Michelle has a brilliant business mind and a loving heart. She always wanted a Basset, but found she wasn’t able to easily find what she was looking for. It sparked her business brain and she built a beautiful breeding program around her ideal puppy buyer and a lifestyle that worked for her and her family. A cattle rancher and a mom of four, Michelle brings her cattle ranching know-how and love of family together with her breeding program. If you’re just starting out breeding, you’ll love the path she took to design her program.
If you’re a seasoned breeder, you’ll be drooling at the beautiful facility Michelle and her husband designed and built last year, it’s well-designed, efficient, and looks amazing. We’ll talk about how she designed the facility and don’t forget to check the blog to see pictures of her beautiful place!
You ever meet those breeders and they tell you they "just know" which puppy a family should have? Super helpful, right? It's frustrating, I hear you. Today's episode discusses some ways to get your brain to start seeing the differences in temperaments and how to use that knowledge to make things better for your buyers.
Want to learn about the Dog Breeder Society and our MasterClasses and a wonderful community of honest dog breeders? Check it out!
In this episode, I have Dr. Jody Moffett, my favorite veterinarian of all time, she’s simply the best and has put up with me for over 8 years, helping me solve problems with giardia, being patient with all my questions, and entertaining all my wild breeding musings.
I wish there were more veterinarians like her, the ones who are able to keep their heart in the game as much as their mind. She’s a gem of this world and I’m so lucky to know her and my dogs are lucky to have her on my breeding journey.
In today’s episode we discuss things she wished new puppy owners knew, things we can help prepare them for. She discusses some gripes with breeders and where she wishes things were better. We even talk about how the relationship the owner has with their dog often dictates the veterinarian care the dog will receive. I hope you enjoy this thought-felt conversation with Dr. Moffett and I hope you are so lucky to find a wonderful veterinarian like her on your journey.
Without further ado, let’s dive in!
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Everything in life teaches us lessons, but, for our 50th episode (thank you for sticking with me!) I wanted to reflect on three unexpected lessons that dog breeding has taught me.
Thank you for taking me on your journey!!
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Checking coat condition is by far my favorite quick way that I assess a dog's health. In today's episode we discuss a few simple things to look out for and evaluate so you can make sure your dogs are healthy–and if they aren't, a few ideas on what might be happening.
Want to learn more about the Dog Breeder Society?
As the year is half over, it's a great opportunity to check in on your goals. Today's episode we discuss common pitfalls in dog breeding goal setting and how to fix it so we can get more accomplished and get our programs where we want them.
There are also a few techniques for how to make some small adjustments that will allow you to better maximize your time with the breeding program and get a bit more of your time back while getting more done.
Interested in the Dog Breeder Society? Learn more and join!
In this episode we have Beth Berkobien of Rehab Your Rescue in Dallas, Texas, Beth works primarily with anxiety and aggression in dogs.
She has been a wonderful help to me in my own situation with our dog Cinch, a charming cattle dog, and I am so lucky to have met Beth.
As breeders we are usually solving problems from the breeding side of the house, but when that doesn’t go as planned, Beth is the kind of person who gets called in.
I hope you learn a lot in this interview, I’d love to hear your thoughts, join me on instagram @thehonestdogbreeder.
Brands, and the trust they can build, are very helpful in building a relationship with your buyers. A good brand is essential in your long-term success. In today's episode we discuss three ways to use your brand to build a better breeding business, enjoy!
The Dog Breeder Society has a branding MasterClass launching soon for a deep dive into branding and how to design your brand in your breeding business. Learn more and have the opportunity to join at honestdogbreeder.com/yes
My brother is a master with design and in today’s interview we discuss branding.
If you aren’t familiar, branding is the feeling customers get when they associate with your business. In order to attract the right ideal puppy buyers and build trust with them, you want your brand to make them feel how they want to feel when they get one of your dogs. If they want a dog to bring them adventure and exploration, you want your brand to make them feel adventure and excitement. If they want your dogs to bring them calm, then you want them to feel calm, peace, and simple with your brand. Additionally, you want your brand to have continuity among your platforms so, not only are you easily recognized, but people trust you because you are the same wherever they experience your business. People trust that which is predictable.
Without further ado, here’s Drew and I’s discussion about branding, I hope you enjoy!
You hear the terms tossed around all the time: Guardian Homes and Co-Owns, but what are they and, more importantly, WHEN should you use them?
This episode discusses their differences along with instances where you may want to use them. Both provide opportunities for your program and then there are instances where you might want to steer clear.
Want to know the truth? I had no idea where my breeding program was going wrong. I was lots of emotions about it, none of them warm and fuzzy. It took me a while to put together the process, sort it out. It was stressful and took longer than it should've.
This episode discusses the steps you can take to start fixing your breeding program–even if you don't know where to start.
Get the free checklist that'll help break the process down in the show notes.
You can break dog breeding down into 4 Pillars. Each pillar is a different area of focus. When you get them all in harmony your business will thrive. Take the quiz to figure out which pillar you should place your focus!
Take the Quiz!
Dog breeding deals with live animals, things happen and the pups that are born aren't always perfect. Sometimes they're born with an issue, sometimes they get injured or have a disease.
They are still a life and that life should be respected and cherished, even with a 'defect.'
Don't forget to get your free After Action Review (AAR) Worksheet (referenced in the podcast) to use as an effective structure for evaluating and improving for the next time.
What's stopping you from really having the breeding program you want? In this episode we discuss how fear is the thing that is between where we are and where we want to be in our breeding programs and in our lives.
If we learn to listen to fear, we can use her as a guide, no longer an all-consuming issue.
We all have regrets...moments in our history we wish we could take back. Places where we wish we would've done something different. This episode discusses my three biggest regrets in dog breeding. It's a little of the good, the bad, and the ugly. Enjoy!
Vetting buyers can be tough...here are 6 red flags to look out for with buyers and how you can handle them.
The better we align our buyers with our dogs, the greater the likelihood of success. Our buyers success is our success.
Check the shownotes for a downloadable pdf for questions to ask your buyers to vet them correctly.
https://honestdogbreeder.com/40
When is it okay to replace a dog that has passed? Is there such a thing as too soon? As a breeder how do you assess your buyers and whether or not they are ready despite what they may be telling you?
This episode discusses the ins and outs of assessing grieving buyers, the two different types of grieving buyers and what to look out for when working with them.
As you move to full-time dog breeding there's a transition time when you have too many dogs to have a full-time job, but your dogs aren't paying your bills yet...when that happens, it helps to look for a side hustle that complements dog breeding.
In today's episode we discuss five side hustles that complement dog breeding. Enjoy!
You turn your back for two seconds and BAM, the wrong stud tied with your girl...now what? In this episode we discuss oops litters, what they are, where you might go wrong with managing them, and what to do about it.
The Puppy Pack is so much more than just a sweet care package to give to your buyers. Each item carries meaning and will help you build rapport, trust, and success with your buyers. Let's dive in to some of the do's and don'ts of the Puppy Pack.
You know those people who are just handy to have around? Well, what if you married them? Today, for a little fun, we are discussing marrying people in other dog professions, the pros and cons. Please enjoy this satirical episode.
If vaccines work, why do puppies get parvo? How are the puppies protected from mom? Can I titer instead?
There are lots of questions about vaccines and immunity, in this episode we discuss vaccines, passive immunity, the window of susceptibility, and the controversy that exists with vaccine schedules.
Losing a puppy sucks, it's arguably the toughest part of being a dog breeder. In today's episode I share what it's like to lose a puppy, how it affects breeders, and what to do about it to make your breeding program better.
Can I confess?
I used to feel so much tension with veterinarians. I always felt like they were judging me for being a breeder, or making me feel like I wasn’t able to understand medical things, and, WORST, making my buyers feel like they got a lemon from me.
It wasn’t until later that I took the time to step into their shoes, understand their struggles, and find a balance with them.
In this episode we talk about the tension that often exists between breeders and veterinarians, and then things to look for when finding a veterinarian.
Some people never dream of owning their own stud and others think of it as the only way. Let's dive into stud dog ownership and if it's right for you!
If I had to do it all over, I would change some things, I'm not even sure I would've chose German Shorthairs, but I do love them now.
If you are looking to breed or add a second breed, selecting the right breed for you will make all the difference.
In today's episode we discuss 3 Criteria for Selecting Your Breed.
Did you use any of these in your selection process?
Doodles are all the rage these days, but they also are the outcasts of the breeder world.
Today's episode dives in to Doodles, why Poodles may not be as popular as their own breed, and why Doodles get such a bad rap.
How do you maintain integrity in your breeding program?
When you work with live animals there can be a lot of variables. They get into stuff, they can get parasites, you can find hidden genes that manifest later on in a dog's life. It's not always cute puppy pictures.
In today's episode we discuss integrity and how to maintain it with your breeding program. It's the only way to run an honest program: you have to have integrity.
How important is integrity to you?
#honestdogbreeder #honestdogbreederpodcast #dogbreederpodcast #ethicalbreeder #reputablebreeder #julieswan #breedingdogs #dogbreeder #dogbreeding
How are dog breeding businesses like Rome?
They aren’t built in a day.
While they aren’t quick to establish, they can be built more efficiently by building them with a plan.
In this episode I discuss some things you may want to focus on this year in planning your breeding business, some pitfalls I see, and some techniques that have worked for me.
So tell me…what is one thing you want to accomplish this year?
Are your puppy applications working against you?
So many breeders try and vet their buyers with the puppy application alone, but it's just not a great solution.
In today's podcast we discuss puppy applications, their real purpose, a new perspective, as well as some tips for getting your puppy applications to do what you actually want them to do.
How are you feeling about your puppy application?
What do you say when you're asked why you breed? Can we summarize it in a sentence? Do we need a few hours?
People always want to know why you breed. In today's episode I do a deep dive into the three reasons I've found that most breeders breed.
It's a combination, though, for most of us, it's a little bit of all three.
Want the roadmap to a success dog breeding business?
Are your dogs purple, or do you only have blue and red dogs?
In the latest podcast we discuss the ins and outs of aggressive and sustainment breeding programs.
We'll talk about what makes the most sense for your program and when and when you need to switch.
Want to know a secret? I'm a total bloodline weirdo. I'll be sitting there watching a movie, completely distracted because I recognize the bone structure of one of the actors.
Like Hailey Steinfeld...I saw her music video and I just knew I knew her from something...then I finally put together that she was the girl from True Grit.
A bloodline is important, but do you know why?
This week's episode discusses bloodlines, what they are, why they are important, and how to build one.
The Dog Breeder Society lifetime discount closes October 15
I got off the phone with the breed club and was frustrated, I was no further in my understanding than before I called. She told me to "breed to improve the breed" and it was clear as mud.
I have yet to meet someone who wanted to breed to ruin the breed, so how helpful is this advice and what do they mean?
In this week's episode I talk about how we can interpret this phrase and how to do it. I even discuss where Doodles (and other crosses) fit in to the mix.
Then I dip into an ethical dilemma I've been working on for quite some time, how much does breed standard matter?
The Secret Pre-Launch for the Dog Breeder Society is open...are you going to be a founding member?!
Two days changed my life forever...the day my co-worker pulled me aside in the parking lot before work and the day my bathroom flooded.
In today's podcast I share my origins story, how I became a dog breeder, my abundant mistakes, and why I do what I do today. It's a little more personal, but if you've been with me this long, you deserve to know my story.
Have you snagged your invite to the Dog Breeder Society? A monthly membership community of supportive breeders. Each month you'll receive a masterclass deep-dive into a topic in dog breeding that aims to help you move your program forward so you can create an integrity-based, profitable dog breeding program you love, producing dogs that fulfill their owners' dreams.
Dear Haven't-Had-Your-First-Litter Julie,
It’s me, Crusty-Breeder Julie-of-the-Future, writing to tell you some things I want you to know.
You’ll learn about dog GI tracts the hard way, but it will make you a better breeder.
You’ll test out a lot of ways to advertise your kennel, many won't work, but then you'll get it.
You'll spend countless hours researching, reflecting, and studying your dogs, and it will build a better breeding business.
You won't plan your facilities like you should, but you'll get there eventually.
You’ll make the mistake of not nailing down your ideal customer until later in the game, but you'll share this mistake with your fellow breeders, and it will save them so much time and frustration.
Basically, I just want to tell you that I'm so glad you started breeding. If you hadn't, I don't know what we would've done during the divorce. I don't know how we would've fed the kids, how we'd be able to stay home with them, to help them get through the emotional stress of it all.
With all my ❤️
Julie
P.S. For anyone else reading this letter, how has breeding changed your life?
P.P.S. Get the Roadmap to save you time, frustration, and heartache!
It’s time to crack the code. Have you ever wondered how to choose breeding stock?
Well, wonder no more!
In this latest podcast episode I'm breaking down the 6 criteria for selecting breeding stock.
You won't believe number 6, which I pulled from when I bred dairy goats.
Leave a fire emoji if you’d like to see more content like this in the future!
Looking for your invite to the Dog Breeder Society?
Follow us on Instagram @TheHonestDogBreeder
I have to admit: I felt like a total failure. They were standing in front of me with this perfectly healthy dog and didn't want to keep him after he'd been their bird dog for 3 years.
As breeders we sometimes get our dogs back, but when that happens, what does it say about us? about our breeding program?
In this episode I do a deep dive into getting a returned dog, what it says about you and your program, how to handle it, what to say to customers, and what to take away from it.
For daily tips and conversation follow our Instagram @thehonestdogbreeder
Want more? Sign up for the waitlist to the Dog Breeder Society, a community for honest dog breeders looking to build a profitable breeding program with integrity.
Is the price of your puppies setting you up for failure? As you start lower in your price and work up to a higher price over the years, you will find that you’ll be attracting different kinds of puppy buyers, despite your plans for your ideal customer.
Today’s episode deep dives into how buyers are different in who they are, what they expect, and how you manage them depending on your price point.
Pricing can be so difficult to get a handle on, but I hope in today’s episode you’ll find some clarity on the different buyers and where you should be.
If you want to learn more on pricing and other breeding topics, join the waitlist for the Dog Breeder Society
What if our breeding program is more of a burden to our loved ones than it is a positive?
So much of what we do is for our loved ones. In fact, I wager that a lot of your idea of breeding dogs was to benefit your loved ones.
In this episode I share some of the lessons I've learned with breeding dogs and how it affects my family and some techniques to make it work better for your family and you.
If you aren't getting enough healthy puppies into the hands of the right buyers, you'll feel that financially. Here are 5 reasons your breeding program might not be making money.
Have you considered joining the Dog Breeder Society? It's a place to learn how to build your dog breeding program honestly through masterclasses and a community of honest dog breeders.
Let's discuss the science of breeding back-to-back, how it impacts your program, and the quality of life for your mama dogs.
Are titles that necessary for success?
You hear it over and over again, title your dogs before breeding, but is it important? Does it help you to be more successful?
Today's podcast dives into the titling world and how it impacts your kennel--or not.
What is your dog breeding definition of success?
It isn't simply making money, it's not simply selling out of puppies, there's more to it.
It's hard to work towards success if we don't know what it is?
In my latest podcast episode I discuss how to define your success as a breeder, so you know what you're working towards.
Do you have a definition of success for your breeding program?
Should dog breeders make money?
There is an idea in the dog industry that in order to raise dogs honestly, then you will not be able to make money.
In this episode we discuss if breeders should make money and what it looks like when they do or don't make money.
Do you think breeders should make money?
I'm sure you've heard of #adoptdontshop, but while they mean well, they have some things really wrong.
Knowing what makes you an honest breeder is so helpful when explaining your breeding program to potential buyers. Let's dive into the differences, so you can see how you stack up.