The Horse Industry Isn’t Special
I know we love to think it’s a whole crazy world with its own ecosystem and rules, but the horse industry is literally just like any other industry. It’s not special. And at this point, you’re maybe like “Jenn, why does it matter?” Well, my friend, because for some reason, a lot of us get in our heads that we can’t operate the same as other industries like skin care or fitness or whatever else.
We like to think that we’re savvier and we don’t get got by marketing ploys, but we love buying shit. We love to feel like we’re adding skills or knowledge to our toolbox. We love being a part of things within our industry. This isn’t unique to us.
A lot of times, we get in our heads about marketing. We think that there’s no way we can market xyz because we think we see through or don’t fall prey to marketing in our little corner of the world. I call bullshit. Look at all of the harmful tack out there still being sold because of marketing. Look at how much money equestrians pay for clothes to ride in because of marketing. Look at how many halters, bell boots, stirrups, grooming supplies, supplements, equestrians buy because of marketing…
The consumerism is rampant in the horse industry. We want to help our horses, do what’s best for them, and look cool doing it. We want to have cute treats to feed them, the best blankets for them to wear, and we want to learn how to DIY things. I think it often feels like we are too savvy for marketing, when in reality, it’s that the marketing is working so well on us that we don’t feel like we’re getting got…
As bodyworkers who can’t afford to do this work for a lifetime, it’s important to keep in mind that marketing is essential. Whether you’re marketing your in-person services, or you’re marketing online offerings. Your brand, your voice, your marketing, your strategy, they all matter.
If you feel like marketing is hard it’s probably just that you’re doing it wrong. I don’t mean you suck at marketing, but more likely that you’re struggling to talk about how what YOU offer can change things for someone or their horse. Marketing is a learned skill, and it takes planning and strategy. It isn’t just saying “I made this, now go buy it” (even though that would be great). Marketing takes time, effort, and thought, but it’s totally doable for all of us.
If you don’t know what works do some research. The intent isn’t to go copy so-and-so because they offer something similar to you. Something you’ll probably notice is that their marketing is painting a picture of what someone can achieve by purchasing/subscribing to/enrolling in their offer. It gives them an idea of what’s possible. It probably outlines some deliverables, makes steps clear, and helps people understand who the offer is for. That’s all it takes. Showing people that you can get them from point A to point B, and what exactly point B would feel like.
As bodyworkers, we want to serve, and that should be the aim of our marketing. How can our offer help someone? How can our offer benefit their horse? Who exactly is our offer for? What does someone need to participate? What’s the end result? What would they/their horse feel like after utilizing your offer? What discipline is it targeted towards? How much time does it take? How have you made it worth more than the investment you’re asking?
None of these concepts are new. The key is making them applicable to what you’re offering. So, if you’re wondering what kind of marketing works and what kind of verbiage snags people, go find things you’re interested in, maybe things you’ve bought before, something you saw and were like “yep, that’s what I need.” Once you’ve found it, really analyze it. What exactly got you? What made you hit add to cart? Was it the promise of better hooves? The testimonials with before and after pictures? The way the content described your exact situation as a starting point? Take notes. How can you alter the verbiage and specifics to highlight your offer?
As someone who essentially ignores my own marketing most of the time because I literally just don’t feel like it, I get it. It can feel draining. It’s a lot of effort to think through all of these things and hope you’re getting it right. It’s hard to feel like you’re marketing without being sales-y. It’s hard to even talk about ourselves and our offers a lot of the times, because it feels like bragging. We’re taught pretty much our whole lives that blending in is better and it’s important not to seem like you’re bragging or talking yourself up. However, marketing a product, course, service, whatever that you’re proud of, that you put time, knowledge, blood, sweat, and tears into, is NOT bragging. It’s a part of running a business.
If you need a buddy for a brainstorming session, I’ve got you. Tap the link below to email me and we can figure out how exactly we can work together to get you going with that project you’ve been dying to tackle, or one that flopped and needs a relaunch. I’m always in your corner.