Once, long ago, while I was in college, I was assigned a project. The task was to think of an equine business venture. That sounded enticing. . .but here was the catch. It had to be profitable. . .say what?
Having grown up around horses I heard the constant refrain, "we do it because we love horses, not for the money!" Or from the cattle farmers that surrounded us we all knew horses as 'hayburners,' a term I'm sure all of you are familiar with. . .heck some of you are probably married to cattle farmers!
Can we love horses and make a good living with them?
Well, here's a few easy things that you can do to improve the earnings of your equine business. Maybe you just want to make enough to convince your bovine loving partner to keep your equine friends another year. Or maybe you have larger ambitions, such as expanding your business.
Here are five things you can do.
1. Have a good web site. Let's face it. The web is here to stay. When was the last time you looked something up in the phone book? Your web site is your store front. So you need to ask yourself what the aim of your website is. Your need to make sure it's customer focused. It needs to be clear and readable. Are you asking your visitor to do something on your website? To sign up for your blog, or to contact you for more information?
2. Differentiate Yourself. If you're selling a brown, 16 hand horse that loves to jump, great! But so are 500 other people. Look at other adds for horses similar to yours and try to think of one or two things that make your horse unique. Maybe he's got a bloodline that's excellent, but hard to come by. Spend some time brainstorming. You've got to give people a reason to click on your add and not your competitor's.
3. Position yourself as an expert in the area. Maybe you're a trainer, a farrier, a veterinarian, you own a tack shop, or whatever. If you become known as a 'friendly expert' people are more likely to seek you out when they need your service. This may not yield immediate results, but it will lead to lasting ones. How do you do this? Have a quality blog, offer to write articles for publications that your customers read, speak at a local horse association, etc. This may require you to offer some of your expertise for free, but you'll be building relationships with potential clients.
4. Help your potential customer imagine how your service would benefit them. If you're selling a saddle, don't just tell them about the saddle itself. Tell them what it's going to do for them. Maybe it will help them jump higher fences, will help them communicate better with their horse which will help during intricate movements, or maybe they'll finally be able to ride without experiencing back pain. These are benefits. Help your customer imagine themselves using and enjoying your product.
5. Don't use movies or music on your website. They slow things down, and annoy people. And it's far too easy for people to get impatient and leave your web stie. Don't give them a reason to!
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