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The Profitable Horseman's Newsletter The only weekly electronic newsletter published for Professional Horsemen.
November 30, 2006

If you are working long hours for short profits in your horse business, you owe it to yourself to think about making changes. I help professional horsemen find new and better methods to add to the profitability of their businesses.
Welcome New Subscribers!

in this issue
  • There is Something New Every Day in my Blog About the Horse Business

    click on the picture below
  • Up and Over the Marketing Hurdle
  • Need Help With Your Business Borrowing?
  • Others have said
  • Back at the Barn
  • Build the Horse Business You've Always Wanted
  • Speaking about the Horse Business...

  • Up and Over the Marketing Hurdle
    jumper isolate

    Please say the following sentence out loud.

    I love marketing my business.”

    What did you feel when you said it? Your internal reaction may have been:

    1. I‘ve had a few encounters with marketing and am fond of it, but I don’t know it well enough to love it.
    2. How can I love something I don’t even understand?
    3. That statement about marketing produces the same feeling inside me as the statement, “your horse has colic”
    4. How true it is. I love marketing and could do it all day.

    You’re part of the majority of professional horsemen if you chose one of the first three. If you chose statement number four, stop reading and go do some more of it.

    For the rest of you, take comfort in the fact that you are not alone because marketing is one of the most difficult parts of owning your own business. I spoke with Lisa Munniksma, an experienced writer for horse industry and small business publications, about the topic of marketing by professional horsemen. I asked her what are the three things professional horsemen need to know about marketing programs in the equine world.

    1. Perception

    Professional horsemen “shut down” when they hear the word marketing according to Lisa. Perception of the concept of marketing is a problem. She offers that you don’t have to be an expert, or invest weeks of time or pour in barrels of money to have a marketing program for your horse business. Creativity, not money, is needed for a successful marketing campaign.

    If you're not a writer, find a free lance professional to help you with the best wording possible in your display ads, brochures and website copy. If your budget is limited, find a communications or journalism college student to help. Or if you are a riding instructor, one of your students or a student’s parent may have the skill you need to polish your wording.

    2. Use W.O.M.

    Munniksma highly recommends W.O.M. (word of mouth marketing) which means let others tell your story for you. There is no better marketing program than the endorsement by raving fans of your business. Asking for recommendations and referrals from others in your network including farriers and veterinarians is the best way to improve your marketing program.

    Lisa suggests “be present and be seen” at events. For example at a horse show, spend time talking with people, show off your ribbons and promote your stable. Admitting she is an introvert, she adds talking about her business doesn’t come naturally for her either, but with practice it gets easier.

    3. Have a Website

    Websites aren’t just for businesses that have worldwide customer bases; locally based businesses should have websites, too. You use Google to check out local businesses, don’t you? Your potential customers are doing the same with your business, even when they may be only ten miles away. One page websites are a good start to creating a web presence, make sure you put your photo on it.

    Lisa recommends avoiding music, the hoof beats sound effect and the “whinny” on websites. While sound and music add atmosphere, personal tastes vary too much to be able to please every visitor to your site.

    So get to it. Practice saying, “ I love marketing”, use W.O.M. and create or tune up your website. Choose success for your business.

    Need Help With Your Business Borrowing?
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    Call or email me about your business loans. We can put together a plan that makes sense for you.

    Others have said

    "People don't believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves." -- Seth Godin

    "How many a man has thrown up his hands at a time when a little more effort, a little more patience would have achieved success?" -- Elbert Hubbard

    "Truly successful decision making relies on a balance between deliberate and instinctive thinking." -- Malcolm Gladwell

    Back at the Barn
    back at barn

    In much of North America, it is beginning to look a lot like Christmas with unusually low temperatures and record snowfalls. My thermometer read 62 degrees (sorry Canadian readers, I can only speak Fahrenheit) at 6:00 A.M. today. Cold weather is coming quickly however, and we’re ready for it.

    I was talking with our son Will, a high school senior, about his classes the other day. He is taking keyboarding this semester and is having a problem with it. Understandably, much of the class time is spent practicing and the teacher insists that the students type their drills with the tops of their hands on the keyboard covered with a piece of paper. While practicing in this stealth mode, his teacher walked by and asked Will why he wasn’t able to type any faster. He replied, “I could if you didn’t make me cover my fingers with this stupid piece of paper!”

    We know better than to ask Will if he is on the right diagonal without looking down for a sneak peek.

    Build the Horse Business You've Always Wanted
    dee oct 06

    I work with Professional Horsemen who are struggling with the business half of the horse business. Just like a top performing horse has a strong foundation, so does a top performing horse business.

    If you've had enough with disappointment in your horse business, call or e-mail and we can talk about your business and how I may be able to help you.

    If you know other horsemen who would enjoy this newsletter, please forward it to them! I am on a quest to tell 1000 people what I do and I need your help.

    Life is short,

    Ride hard.


    Speaking about the Horse Business...
    megaphone man

    Need a speaker about the horse business for your horse related organization? Talk to me about talking. Keynotes and workshops available. (716) 434-5371

    There is Something New Every Day in my Blog About the Horse Business

    click on the picture below
    herd of horses

    Click on the herd of horses above. They'll take you right to the blog. What's a blog? Click and find out!

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    Past issues of Profitable Horseman newsletter

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