“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 phrases like:
- 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.
Here are some tips and questions about becoming a better self promoter as a professional horseman.
- 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.