From http://essentialequestrian.wordpress.com:

I thought it would be useful to write a post on marketing versus self-promotion because I often hear “self-promotion” used to negatively describe anyone trying to “promote” their training business.

In the end, it all comes down to tact.

Equine professionals must market themselves to spread the word and build new clientele.  If you are not confident in your abilities and the services you offer, why should anyone work with you?

There is a very fine line between what people interpret as marketing and what they interpret as self-promotion. I thought I would start off with the dictionary definition of self-promotion, but that was harder than you might think! Merriam-Webster does not have a definition for self-promotion.

From The American Heritage Dictionary of the English Language: n. Promotion, including advertising and publicity, of oneself effected by oneself.

The definition of marketing, from Dictionary.com is: the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

While neither is inherently negative, the difference in the two definitions comes down to the word “self.” While the best marketing is always word of mouth referrals made by others, you must also be prepared to talk to anyone you encounter about your business.

When speaking with potential clients, they do not want to hear that you did this, or you did that, or you did XYZ other thing. Clients want to hear about what you can do for them. You must show interest in their training, their goals, their horse. You should engage in a conversation, not talk “at” someone.

All of the top trainers I’ve known over nearly 20 years have had an air of confidence about them. They don’t feel the need to tout their accomplishments because they’re good and they know it. Outwardly, this projects a very different sense to others than someone who is full of himself. Again, it circles back to the I/me versus you/us.

If I’m a potential client, I don’t want to hear about when you rode with Steffen Peters and how you are friends with John Lyons. I want to hear about how you can help me reach my goals. If I tell you about a training issue, I want you to say, “‘we’ could try X, Y, or Z,” or “a horse I have in training had the same problem and we did X to work through it.” Be a resource to those around you and business will follow.

I think this is part of the reason why certifications, accreditation, and Equine Science degrees get a mixed response in the horse industry. I often hear that “those people” come to a farm and “think they know everything.”

Be willing to admit you don’t know everything. Keep an open mind. Lifetimes can be spent learning everything there is to know about horses and refining the aids. Remember that your business is not about you. If you don’t have clients, you don’t have a business.

I’d love to hear about your experiences with this issue, and if you’ve encountered similar scenarios with trainers being labeled “self-promoters.”

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