"No brag, just fact." That's what actor Walter Brennan
would cackle as he played a cowboy character named Will Sonnett in a TV series
of long ago that aired about the same time Star Trek's Captain Kirk was
starting on a five year mission.
Will Sonnett was keen on getting the message across and saw no
shame in telling you how it was even if it sounded like boasting.
The series lasted only two seasons which is fact and definitely
nothing to brag about, but the catch phrase lives on and still surfaces every
once in a while.
I love it because it describes an attitude for adopting a shameless
self promotion agenda for you and your horse business. I hear
professionals, who when asked to describe what they do, so often respond with
I like to fool around training some horses for the show ring
I try to make some money in the horse business by raising colts
from my mares that nobody can afford to buy
I teach kids how to avoid falling off their horses at horse shows
The above examples are examples of shameful self promotion.
If you aren't confident in describing what you can do for others, shame on you because no one else will
promote you either. Somehow, over time, many business owners have been
conditioned into thinking that being proud of what you do well and telling
others about it, is bragging.
Bragging is being boastful, glorifying oneself and making me roll
my eyes into the back of my head. If you are a braggart, cut it out!
But, I don't think many professional horsemen fall into the
category of braggart. My wish for you is to become a better self promoter.
are some tips and questions about becoming a better self promoter as a
- Take inventory
of what you do in your business that is worth promoting. Things like
teaching, training, judging, riding, bargaining.
- Identify key
accomplishments using the PAR method. Problem-Action-Result. What
problem did you solve by taking a specific action that got results?
- Who can I talk
to today who will make a difference in my business?
- What is
distinctive about my style, about the way I operate? As examples; I follow
up, I'm quick to take action, I'm thorough, I'm truthful, I don't rush.
After you have identified what is important to promote about your
business, then begin to put shameless self promotion into action as part of a
low cost marketing strategy.
As you become aware of opportunities to self promote and take
advantage of being your best publicist, your message will begin to evolve into
a unique statement of fact about
what you are best at delivering to the world of horsemen.
Confident riders get the best results in the saddle. Confident business owners attract customers
looking for leadership.