Why repeating commands weakens them

When you say a cue three times before your dog responds, the new cue becomes "the third one". Dogs are pattern detectives. They follow the data you give them.

Say the cue once, in a calm voice. Wait. Help if needed (a lure, a slight prompt). Mark and reward.

If your dog doesn’t respond, the answer is rarely "say it louder". The answer is more practice in easier moments.