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The Profitable Horseman's Newsletter Helping Horsemen with Solutions, Growth and Change in Business
February 1, 2006

Tired of trying to make money in the horse business the old way? I help professional horsemen find new and better methods to add to the profitability of their businesses.

in this issue
  • Looking for a Speaker about the Business of Being in the Horse Business?
  • Digging Your Marketing Well
  • Others have said
  • Back at the Barn
  • More Profit in Less Time
  • Getting to the Point

  • Digging Your Marketing Well

    I designed a survey for the readers of the Profitable Horseman about their horse businesses a few months ago. One of the survey questions asked the readers what area of their horse businesses they would like to improve the most. Forty percent responded that they would like to improve their marketing more than any other part of their business.

    Marketing is an area which professional horsemen, as well as other business owners, should devote much of their energy. Even if you have a good supply of customers and clients today, there is no guarantee they will be your customers for life.

    A wise man once remarked, ďthe time to dig a well is when its raining, not during a drought when itís too late.Ē

    Iíve talked to many small business owners who have felt secure with their customer base and let marketing efforts take a vacation. Sadly, they found out later when income had slipped that they were busy trying to dig a well during a drought. Marketing is so important, even when times are good, that I include Marketing Methodically as one of the key strategies for operating a successful business.

    Simply defined, marketing is an ongoing process or technique of promoting, selling, and distributing a product or service.

    Of course advertising is one of the pieces of the marketing pie, but advertising alone will seldom make your business successful. Customers and clients consistently buy from professional horseman because a relationship has been built by the professional in which the customer has had the opportunity to know, like and trust him.

    I saw a good example of marketing of this type this past weekend at a local Horsemanís Fair put together by an ambitious horse trainer. He and his wife saw the value of a marketing event that would help not only their business, but the businesses of their strategic business alliances. They created a first time event that included four speakers (of course the trainer was one of the speakers) and a ďtrade showĒ of about 35 vendors including: feed dealers, farriers, veterinarians, barn builders, tractor dealers, insurance agents, fencing contractors and boarding, lesson, training farms. I was there also with a table for Profitable Horseman.

    This event creating a fantastic localized marketing buzz for the local horse related business people who met new people and renewed contact with old acquaintances. It was the perfect opportunity to work on the know, like and trust formula for marketing. That formula says that prospects have to know, like and trust you to do business with you.

    The couple that put the Horse Fair together is Tom and Debbie Pinkowski. You can click here for Tomís website.

    Get out there and create a marketing buzz about yourself and your business!

    Others have said

    "The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague." -- Bill Cosby

    "Folks who never do more than they are paid for, never get paid more than they do." -- Elbert Hubbard

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

    Back at the Barn
    back at barn

    Betsey and I were at the barn last night doing our end of the day feeding and barn check around 9:30. I had taken a seat on a tack trunk and was enjoying sitting and watching Betsey work. This night time ďbed checkĒ and feeding is one of the few times we get to talk without interruptions.

    She commented that many Profitable Horseman newsletter readers tell her they like the Back At the Barn section best and read it first. Thatís great I said, but I donít know what to write about this week.

    Helpful wife that she is, she began to rattle off a list of single word topics. When she got to the weather, I interrupted and said I always write about the weather. The weather is boring. Itís cold, itís wet, itís snowy, itís muddy, itís winter.

    At least thatís the way it is here in the northern parts of North America. Readers from other parts of North America or readers from other parts of the world may not deal with cold, wet, mud and snow conditions as much as we do.

    But, no matter where you are geographically, there is no denial that our horse business is a weather business. Scorching hot, freezing cold, dry, humid, windy, monsoon, chinooks and tornadoes all factor in how we feel each day along with how our horses and our customers feel. Creature comforts in this horse business are not always available and itís just a fact of life.

    The best way to deal with the weather is to relish the good days and try not to grumble about the bad days. Keep your heels down and your head up because,

    Life is short.

    Ride hard.


    More Profit in Less Time

    I show Professional Horsemen how to use 8 key strategies to build a business that creates more profit in less time. Call me and we can talk about how your business can benefit.

    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.

    The purpose of this publication is to help professional horsemen also be Profitable Horsemen.

    Getting to the Point

    I write another weekly newsletter about the business of life. Curious? Click here

    Looking for a Speaker about the Business of Being in the Horse Business?
    megaphone man

    Have Voice, Will Travel. I am available to speak to your horsemen's group about making money in the horse business. With a 39 billion dollar industry, there are plenty of opportunities to make a profit.

    I speak to horsemen's groups about ways to improve profitability in the horse business. I'm also available to present a half or full day workshop for groups interested in making money in the horse business.

    Call or email me today about your meeting needs.

    Click on these links for more information

    Past issues of Profitable Horseman newsletter

    My blog. Bet I can make you look! Click here.

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