The guy that has the cable show “Dog Whisperer” reintroduced many people to the concept of being the head of their pack when they had out of control dogs. It works.
Whispering to a horse or dog also works. I have no idea why but they really pay attention.
All of my animals are trained to respond to a conversational tone of instruction. No yelling as it is not needed.
Before Milan grabbed the fame and glory, this guy was the real/original deal
http://www.raisewithpraise.com/
You can still find his books on Amazon and they far exceed what you’ll read in Milan’s ramblings.