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The Profitable Horseman's Newsletter The only weekly electronic newsletter published for Professional Horsemen.
December 21, 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
  • Write Your Ads Just Like the Pros
  • 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...

  • Write Your Ads Just Like the Pros

    I don’t need a crystal ball to know part of your marketing program includes good old classified liner ads and printed advertising. I’m talking about black ink on white paper to create words with a message. If you tuck your Wranglers in your cowboy boots, you might call the process copywriting.

    Whatever you call the process, the goal is the same. Your words help the reader to make a decision to buy your stuff: horses, lessons, training, boarding, breeding service, farrier service, auctioneer. etc.

    Please excuse my blunt statement that follows. Most ads written by professional horsemen are BORING!

    Sure, they get the job done by conveying the basic information: Horse for Sale, Riding Lessons, Horse Training but, they are as exciting as watching flies gather on the manure pile.

    I was thinking about what horsemen and horsewomen have told me concerning their writing ability. They feel undereducated, lacking in talent and pressed for time whenever they need to create advertising wording. They are in agreement that ad writing is a difficult assignment and often yields little in return for the production effort and money invested in the ad. Put another way, a lot of work for nothing.

    I’d like to change your attitude about writing advertising for your horse business and found an example of how to use better advertising wording in my bathroom

    No, it wasn’t the newspaper or a magazine. It is on the can of Edge brand shaving cream I use every day. You have to admit, yawn, shaving cream is one boring product, especially at 6:00 A.M. But, the folks at Edge don't think so.

    The can says it's: Advanced Gel, it will give the most comfortable refreshing shave you can get. Best protection ever from nicks, cuts and irritation. If that's not enough, it has unique refreshing ingredients to give you a conditioning sensation you can actually feel for the most refreshing shave ever.

    The most refreshing shave ever? These folks create beautiful thoughts about a task of pure maintenance. I’ve never felt refreshed after shaving, but they’ve got me believing I will every time. And that’s the key. I yearn for that conditioning sensation and most refreshing shave ever even more than that first cup of coffee. All buying decisions are emotional at first and backed up later by logic.

    If Edge can be maximizing imagery and benefits in the minds of readers, why can't you?

    • "The focus of our lesson program is your personal growth in horsemanship, including more confidence, better stamina and rider fitness and an enjoyable experience every time you ride.
    • "This gelding is trained with the manners of a proper English butler. He respects your space, moves quietly and aims to please from the moment you lead him out of the stall."
    • "The aim of our training program is not only for your horse to be well schooled, responsive and easy to ride, but also for you to continue to build your relationship with him so that advanced work will come more easily in the future as another layer on the solid foundation training we established.

    Your advertising message doesn’t have to look like everybody else. Get creative! Readers will begin to look for your ads as unique, refreshing alternatives to the boring dribble of: “Buy my horse, take lessons from us, board your horse here. Most important, they’ll buy your stuff.

    Need Help With Your Business Borrowing?
    close 100 bill

    Call or email me about your business loans. We can put together a plan that makes sense for you.

    Others have said

    "Many a small thing has been made large by the right kind of advertising." -- Mark Twain

    "In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” -- David Ogilvy

    "Advertisements contain the only truth to be relied on in the newspaper." -- Thomas Jefferson

    Back at the Barn
    back at barn

    Tis the season for Christmas cards and I enjoy hearing from folks living far away. Photo cards are the best and reading them is as much fun as dashing through the snow in a one horse open sleigh. The children grow, the parents and adults age and the dog photos...well... they never age.

    One of my favorite photo cards this year was from friends who live far away. They own a large pony once leased by us and he was on the photo Christmas card. Oreo is a handsome guy and when I saw him I was reminded of what a likeable horse he is and that I'm too sentimental and miss his presence in the barn.

    Oh yeah, the kids next to him look great, too.

    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!

    Click on the links below for more information

    Profitable Horseman Web Page

    Past issues of Profitable Horseman newsletter

    Professional Horsemen's Blog- Don't Look Back!

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