Do you ever find yourself practically shouting a command at your dog? The dog comes bounding around and you think he's not going to hear you so you raise your voice. Shouting makes you tense and even aggressive causing your dog to act negatively. He may cower, not respond, bark or walk away. If you have something unpleasant don't you want to get away.
Most dogs have no problem hearing and are quite acute to sounds. Speak softly, even whisper, you would be amazed how readily a dog will respond to you when your calm and gently spoken. If your calm and quiet your body won't be as tense, making you a more pleasant being to be around.
Next time speak softly, but forget the big stick.