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There is a dog training program advertised online as "The Dog Training Secret." It claims to be able to cure 19 of your dog's behavior woes in just 6 days. Truth is, there are no secrets in dog training - although there are trainers akin to snake oil salesmen who would suggest otherwise.
Based on my research, Chet Womach's "The Dog Training Secret" mostly is simple positive reinforcement training and behavior shaping with a clicker. Effective? Sure. Secret? Hardly.
Humans habitually precede verbal communication with a name, a relatively unique identifier that attracts the attention of the recipient; we do this with both humans and dogs. If you call a friend's name in a crowded room, the friend will look at you – as will your dog. However, more can be done with a dog's name. For example, retriever trainers teach their dogs to retrieve downed game when the dogs' names are called. This prevents every retriever within earshot from going after a bird when the command “fetch” is given.