...so that I can then reward him by throwing the toy. What am I doing wrong???...
Aside from yes, you need to teach him to focus first, you're making the same mistake I did for many months, which is to throw the ball. This resulted in my dog way out in front and even "herding" me - pushing me around, trying to get to my right side in anticipation of me throwing the ball (I'm right handed). Finally went to a Bernhard Flinks seminar couple weeks ago and he said (a) never hold toy/ball in right hand and (b) don't throw the ball, DROP it on your left side. It should fall straight down so that he can only catch it in the air when he's in the correct position. A few times of having it bounce off his back/shoulders so he has to scurry around to catch it, and he should start to realize he'll get "success" faster if he's in the right spot. It took me longer to learn to drop correctly than it did my dog to figure out where to position himself. I never had to pop him with the leash or even hold the leash.
I was really amazed how well and quickly this worked. One week of 2-3 sessions a day of 2-3 minutes each and we were up to about 10 metres of nearly perfect heeling. Still a bit too far ahead at times, but nothing like before, and it's getting better every day.
But this quick improvement was only possible, I believe, because I spent the last year working diligently on the techniques in that video. So my dog did know by the seminar not to jump for the ball. Do that first. It shouldn't take you a year, by the way, I just had no idea how to proceed once I'd built the focus. Here are, roughly, the next steps (experienced trainers please amend / correct):
1. Dog must be focused and controlled enough to sit and wait for the ball.
2. When dog is sitting, you move next to him so he's in heel position. Hold ball in your left hand at your shoulder so he can see it. Pick up the leash, say "Fuss" and take one step forward. Drop the ball straight down. If he moves ahead too fast, it'll land on his back. No problem. As I said, a few times of that and he'll pay more attention.
3. When he can do one step and catch the ball in his mouth, try 2 steps.
4. When he can do 2 steps, try 3 steps.
5. Keep building the distance, but don't always make the distance longer. Mix up the number of steps so he never knows when the ball will drop. Do 3 steps, then 10, then 15, then 2, then 7.
6. When he's reliably doing this with the ball visible in your left hand, tuck it under your arm, showing him where you're putting it, and keep it partially visible. Or leave the string visible (did I mention the ball should be on a string?) so he knows where the ball is.
7. Repeat steps 2-5. It should go much faster this time.
8. When he's reliable at this, then hold the ball under your arm so he can NOT see it. Again repeat steps 2-5.
9. Gradually increase the length of time he has to work before he gets the ball. But remember to keep the length variable. If you sometimes surprise him with a reward after a short time, he'll be more inclined to pay attention from the very beginning of the "fuss" command.
10. One day (still a gleam in my eye, but now I think I know how to get there), you can put the ball under your shirt, beneath your neck, letting the dog know it's there. And ultimately you learn a sleight-of-hand where you give the ball to someone else just before you enter a competition ring, but in a way the dog doesn't see so he thinks the ball is still there.
Good luck, but get that video and teach him to focus and wait for you to release the ball. He HAS to learn self-control first. Once he does, you'll have a really powerful training tool.
Cheers,
Anita
Parek