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The Profitable Horseman's Newsletter Helping Horsemen with Solutions, Growth and Change in Business
March 22, 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
  • Announcing New Boarding Profit Calculator and Teleclass
  • Not Everyone Needs A Website
  • Others have said
  • Back at the Barn
  • More Profit in Less Time
  • Getting to the Point

  • Not Everyone Needs A Website

    I often hear professional horsemen apologizing about their lack of a website for their business. I sense they feel ashamed of their missing tech prowess. For some reason, in their minds, the absence of a web address is comparable to not having a telephone number and listing in the phone book.

    Its not.

    The fact is that not everyone needs a website for his business. Plenty of businesses survive year after year without one. I suspect they will continue to survive for many years, too. Good business practices and a satisfied customer list promoting word of mouth advertising is a traditional formula which will do more for business longevity than the slickest website could possibly ever do.

    However, marketing is a continuous process and for those professional horsemen who want a website for their businesses to be available for marketing at any time of day, consider these points:

    1. Strive for SIMPLICITY. A man or woman with a spastic trigger finger on a mouse button will desert your home page at the first roadblock or complex decision he or she finds.
    2. Readers have SHORT ATTENTION SPANS. Why make it difficult for them to find the things they are looking for? Make your information easy to find.
    3. This may hurt your feelings, but I will say it anyway. NOBODY CARES ABOUT YOU. At least not at first. People are coming to your site because they want more information about what their choices are to fill their wants and needs and to solve their problems.
    4. Music moves the soul, but not the same music moves every soul. Let iTunes handle the music, no musicals on the home page please.
    5. How much does a website cost? The answer is similar to the answer of the question how much does a horse cost? The universal answer, Depends on what you want it to do. Just like a horse, they start at a few hundred dollars and go up from there.

    If you want to start a website for your business, the first thing to do is answer these questions with the WIFFM ( Whats in it for me?) approach for the reader.

    1. What exactly do you do?- example, boarding and lessons.
    2. Why you are good at it? ex. Experience, attitude, philosophy, you love what you do.
    3. How you do it? ex. Program description, benefits not available elsewhere, record of results.
    4. When and Whats the next step to get started? ex. Phone call, email, farm visit, interview.

    Get those WIFFM questions answered clearly for the reader, hire a reliable, professional designer and get it done! Skip the temptation to save money by hiring a student, friend or relative to design you site.

    Professional horsemen hire professional help for professional results.

    If youd like some help with defining what you are really good at, why you are good at it and exactly how you do it, call me.

    Im really good at putting your message into words that will bring your prospects to a sliding stop and halt to want to know more. click here to send me an email or phone me at (716) 434-5371

    Others have said

    "Associate yourself with men of good quality if you esteem your own reputation for 'tis better to be alone than in bad company." -- George Washington

    "Competence, like truth, beauty and contact lenses, is in the eye of the beholder." -- Laurence J. Peter

    "Man with open mouth wait long time for roast duck to fly in"--Confuscius I. Wannabee

    Back at the Barn
    back at barn

    I was talking with our farrier this morning in the barn before I left for the office. We were talking about fees and what professionals charge for services. He gets turned off when a prospective customer calls him and the first question is: "how much do you charge?"

    Horse shoeing is a bit like website design and construction. There is a required combination and application of science and art. The best horseshoers are professional, continuously educating themselves and very good at application of shoeing science with a Rembrandt flair.

    The best horseshoers are like the best website designers in that they both deliver great service and value but not at the least expensive price.

    Cheaply shod horses and cheap websites often share a common affliction-lameness.

    Want to learn how to write your own newsletters and articles? Click here to learn more about this book In a moment of shameless self promotion, I want to tell you that author Michel Neray surprised me by mentioning my weekly newsletter in his top ten newsletters named in his new e-book!

    Quite an honor to be included with his other 9 picks!

    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


    Announcing New Boarding Profit Calculator and Teleclass

    I don't know about you, but I don't have enough time to get everything done in a day. Whenever I can find a shortcut, I take it.

    Time is money and your time is valuable. That's why I developed an easy to use Microsoft Excel Spreadsheet to help professional horseman understand what their true profit is on the horse boarding enterprise of their business.

    Click here to learn more about this new program to make your "figurin" a snap.

    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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