Douglas Emerson Profitable Horseman
Profitable Horseman Newsletter
November 21, 2008 

Putting A Curb Chain On Spending?

One big mistake some horse business owners  make when economizing

     chain dollars
Your parents, early mentors and former bosses probably influenced your position on cutting expenses in the home and in business more than anyone.  It's certainly the case for me.

 As a result, when expressions like belt tightening, expense slashing and austerity are tossed about in headlines and by TV news readers, you think about the buckets of advice thrown at and on you in your wonder years. 

As business owners and managers, our gut reaction is to focus on actions like turning lights off, saving copy paper and rationing paper clips. We go into a minimalist mind set pondering the question: What else can I cut back on to maintain positive cash flow?
I want to shout CAUTION if you think slashing advertising and marketing expenses as you retreat and hunker down to reduce operating expenses is good strategy.  Because if you do, you're wrong.  It may have been okay in Grandpa's days, but today it's a false saving.
Because the economy will improve.
And when it does, don't you want to be the first person your clients and prospects think of when it comes to your niche in the horse industry?
The cliché out of sight is out of mind holds true when it comes to your sphere of influence-the people with whom you have worked so hard to build business relationships.
An ongoing marketing program is essential for a business to survive this downturn and thrive when things improve.   If you decide to scale back your business operations, please don't shrink your presence in your market area.
If you do, your clients and prospects will begin to lose touch with you and what you're doing.  They may wonder if you are going out of business or are no longer the go to person in your specialty. 
Use the telephone, e-mail and your website to maintain fresh dialogue.  Maintain your post card programs, press releases, newsletters, article writing, public speaking and free clinics or demonstrations.  Your marketing program doesn't need to include a huge advertising allowance, you just need to keep telling your story to everyone who will listen.
Be easy to find in both good and bad economies.  Don't worry about a little energy cost as you keep the spot light on you and your business, because the show will go on.


Others Have Said 
"Right now I have enough money to last me the rest of my life--unless I buy something."- -Jackie Mason

"Luck affects everything. Let your hook always be cast. In the stream where you least expect it, there will be a fish."--Ovid

"Times of stress and difficulty are seasons of opportunity when the seeds of progress are sown."--Thomas F. Woodlock

Back At The Barn

My wife, a rider who started when some helmets didn't have chin straps, has evolved into a strong advocate for riding helmets for all ages.  It just makes good sense.

She'll admit that she wasn't always diligent about putting her helmet on, but a few spills and the wisdom of experience have convinced her to always wear one and she makes sure our children do, too.

Betsey often rides several horses a day and her helmet has become part of her regular attire. A hazard of being comfortable with headwear is that you forget you're wearing it sometimes.

She recently was unsettled as she got strange looks driving down the road and long stares at the gas station as she filled the tank until she discovered she was still wearing her riding helmet.

Fashionistas beware-this could lead to a new fashion craze for the wannabe horsey crowd.

$ hat
U.S. Thanksgiving is observed on Thursday, November 27, next week.  No matter where you may be in the world, take a moment to be thankful for all you have. 

It's easy to be distracted by the economic chatter of world economic problems these days, but pausing for a moment to reflect on all of the things that bring joy to your life sure helps on offsetting the negativity.
Until next time,

Doug Emerson
Profitable Horseman Deewochagall
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