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Marketing for Equine Professionals: Do You REALLY Believe You’ll Be A Success?

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Published: 06Jul2006
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What's it like to have a passionate business with your talent of bringing together those 'ready' clients with your beloved horses and you can't seem to connect? Whether it's not knowing what to say or simply not feeling comfortable with marketing, the end result is still the same. No clients = No business! It's difficult to pioneer a theory and approach when it's not familiar to the mainstream person. I GET IT!

I don't have a horse, nor does it fit into my life of owning one. But I have the next best thing. I know several Equine Assisted Professionals and have experienced the absolute wonder of connection and direction between me, (an issue in my life) and a magnificent horse.

No matter what your expertise with your horse, when it comes to connecting clients to a deeper level of themselves, giving an "experience" is the key. Why do I really get this? I left corporate to become a Professional Life Coach. Even though Coaches have become more known to the public, it was and still can be, difficult to get the message across with what we do. That's why "experience" is a must with what you do so it gets into the prospective clients' body. My Equine Guided experience was an awakening about my leadership. For others, it may be a spiritual awakening and more. No matter what, your clients need to get a taste of what it's like before stepping into the arena. (pun intended)

There are two HUGE points I would like to recommend when it comes to your Equine business.

- BELIEF

- A SHIFTING EXPERIENCE

Let's talk about Belief first. I've had my business since 1999 and really pinpointed my niche of Marketing "MY WAY" in 2001. Belief -- that flicker of light inside of me, is what carried me through. All of those doubts from other people really knocked me down in the beginning. But look, I'm still here. It's because I had a belief so strong that no one was going to stop me. I didn't have all the answers, but I knew I just had to keep offering my program because I could help so many people. This is called "True Belief."

Let me share something I recently learned, or actually, was reminded of. I just had foot surgery and it was pretty extensive. Before I went into the hospital I had a concern that I would lose momentum in my business with a 12-week recovery period. As I looked at what I had accomplished and believed, I saw a great downtime opportunity to create the new products I was excited about bringing to my audience. I KNEW I wouldn't have any problem. I believed everything would be all right. The second I woke up from my surgery I KNEW I would continue to achieve my goals. It's the first thing I thought about when I opened my eyes. It was like a vision that came from an angel. Through the next 3 weeks my laptop was attached to my hip with ideas just BURSTING. (in-between naps from the painkillers) It was a painful time and an inspiring time.

During my first month of recovery time I continued to learn about myself, my business, what was right for me and where I shouldn't go. I was like a sponge and one day something really hit me. A BIG AHA! BELIEF! I've had it all along but something was different now. It had a deeper meaning and it played a much bigger role. Not just for me but for all solo-entrepreneurs.

The foundation with cornerstones that I work from and I know a lot of us do when we have a business is, Belief, Trust, Passion, Business Process and Marketing. Another big piece is only doing what I LOVE and having a great spiritual connection. Feel free to fill in any pieces that are different for your foundation.

Here's the BIG AHA! Belief is the entire foundation. In fact, if I were to create a business model it would look something like this. Picture a triangle. On the left side of the triangle is Business; right side is Marketing; top is Trust; Within the triangle is Passion; and Belief is the entire foundation. Spirituality encompasses all.

I KNOW what I have and BELIEF has carried me to where I am now and where I will go. Do you know what you have? You have something magnificent! You have something that no one else has because you are unique and that's what you bring to your business. If you have a dream, go after it. If you have a business, make it a GREAT one. In either case don't deprive others of your gifts. They are in need of you and it's up to you (and your support system) to make it happen.

Now what about that Shifting Experience? How do you bring that to your prospective client when THEY don't believe or don't trust? I was recently speaking with a new client. She said she had no marketing experience and didn't feel that she could go out and market. Here's the nugget. Redefine marketing to fit you. I asked her to tell me what she "liked" to do and what she was skilled at doing? She didn't have a problem with telling me. Then she got into her faults and what she didn't like. I stopped her in her tracks. Don't look at what you're NOT good at and ONLY look at what you enjoy. That's your stepping off point and that's where you redefine marketing to fit you. You can market from your comfort zone and you will be pleasantly surprised at what will happen.

Be creative. Here are a couple of ideas to break the ice.

-- If you're a good facilitator and like being in front of people, hold an experiential demo for a group or organization. If you don't know how to approach someone find a friend that knows a group you would like to connect with or ask your friends who they know. This is called a 'warm' connection.

-- Try and get as specific as you can about the type or group of people you want to work with. If you're the person that only wants to work with the horses and not do any of the outside connecting, find someone that believes in you. There's no doubt they would go out and find someone just by talking about you. Then, bring that experience to your audience.

No matter what, you do have that choice of trying to fit into the typical marketing modes or stepping into your strengths and passions first, then connecting your marketing ideas and approach from there. Identify a few simple marketing steps that bring you energy, create a plan and work it!

Remember, You have something magnificent! Don't let marketing and the non-believers get in your way. In fact, the non-believers are tremendous allies. They fuel the flame inside of you.

Have the BEST day, keep Believing and bring the gift of the "Experience."

Beth Woodward, CPCC, CEK (Chief Executive Kid) is the creator of the popular "MY WAY"(TM) Marketing Plan. Receive the FREE 5-Step e-course How To Market Your Way! at http://www.marketingontheplayground.com . Hear more about Marketing Your Way at the EGEA Conference January 26-28, 2007.

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