An Equine Marketing Question: Why am I not getting any responses to my ad?

Here's a typical horse ad....

16.2 hand, Bay Andalusian Mare out of……blah, blah, blah……

As a potential customer, you had me for a couple of seconds, but the minute your ad starting looking like everyone else’s, you lost me.

What I really want to know is– What’s in it FOR ME?

What are the benefits of buying a horse from you? How does your horse make my world better?

If your ad (or website!) doesn’t answer this question, a sale is going to be very challenging.

Many horse people get caught up in describing the features of the horse – the height, color, breed, pedigree, etc.

If you want to make a sale, tell the customer the benefits of your horse in addition to the features.

If I was looking to purchase a new computer, do I want to hear all that “techie talk” about the inner workings of the computer, or, do I just want to know that
it’s fast, it won’t freeze and I can play my favorite DVD’s on it. (Ding, ding, ding…sale!)

The same holds true for horses.

Here’s an example, “…the horse has a great temperament.” We see this all of the time, right? But what does that mean to me, say, if I was an amateur rider?

Maybe that means I can take a group lesson and not have to worry about the horse kicking another horse or bucking me off. Maybe that means (Ooops!) when I give the horse the wrong leg aid, he will be forgiving and try to figure out what I was asking for. Maybe that means the horse is respectful and he won’t step on me, push me around, or drag me all around the barn.

Turning features into benefits is about translation – it’s about turning the description of the horse into a description of how wonderful my life will be because I bought this horse from you.

Want a response to your ad? Tell the customer the benefits.

In Need of a Business 'Pick Me Up'?

To my fellow business owners, freelancers and empire builders:

If this is one of those moments when you feel professionally beaten up, uninspired or just plain in need of a 'pick me up', here is some food for thought:

Be true to yourself. Work when and how and with whom you want. Treat your clients well. Charge what your worth. Keep setting new goals for yourself. Branch out into new niches. Learn new tricks and acquire new skills. Plant your ass in the chair and make time to refine your craft. Read interviews with your career heroes. Follow the news of your field. Take classes on anything that excites you. Go to book readings, art exhibits, concerts or whatever else inspires you. Rub elbows with the like-minded business professionals at happy hours and conferences. Make new business friends - even with competitors. Encourage, cajole and collaborate. Celebrate your wins. Learn from your defeats, but don't dwell on them. And above all, remember to have fun.

- Michelle Goodman (My So-Called Freelance Life)