Follow this pattern for most training:

1. Use a lure to get the behavioral response to occur.  Add the stimulus word cue as the behavioral response happens and then give the lure/treat to the dog.
2. Use the stimulus word cue to get the behavioral response to occur and give a reward after the behavioral response happens.
3. Use the stimulus word cue to get the behavioral response to occur, say a reward marker word and then give the reward while the response is happening.
4. Use the word cue to get the behavioral response to occur, say the reward marker word the treat reward.  Use a variable schedule, rewarding with a treat—averaging 1:7 times.