Instructors and other equine businesses! Would you pay for this?

[maggiestar]

Hi everyone.
I've just finished a copywriting course and am currently searching for my perfect niche.
The service would involve writing home pages, 'about' pages and 'services' pages in such a way that draws people in and helps maximise income. There's also the potential for writing content marketing and blog posts.
As a horse obsessive I'm naturally drawn to working with equine businesses so it would be great to get your initial thoughts. Is this a service you would pay for, in theory?
It's important for me to find the right niche so thanks in advance for any thoughts, ideas or criticisms!

 

[Cortez]

I think your main problem in focussing on equine businesses will be the fact that most don't make any money!

 

[Auslander]

I've been an editor/copywriter for 20 years, and I avoid horsey businesses like the plague, as they don't have any money, they try and beat you down to a fraction of rate, and then they don't pay you!
I specialise in the veterinary market, but it's a very hard pne to break into, and you need a level of scientific/technical knowhow that is comparable with a vet to be able to make a living. The pet market is your best bet.

 

[maggiestar]

I think your main problem in focussing on equine businesses will be the fact that most don't make any money!

Yes, that was one of my concerns Cortez!

 

[maggiestar]

I've been an editor/copywriter for 20 years, and I avoid horsey businesses like the plague, as they don't have any money, they try and beat you down to a fraction of rate, and then they don't pay you!
I specialise in the veterinary market, but it's a very hard pne to break into, and you need a level of scientific/technical knowhow that is comparable with a vet to be able to make a living. The pet market is your best bet.

Hi Auslander,

Great to have an insider's view! I wonder if instructors and riding schools get most of their business via word of mouth? Perhaps online marketing isn't as vital for them.
Hmmm, perhaps the pet market would be a better bet!

 

[Bubblewrap]

Agree, I run a business that crosses into equine, most horse people/businesses genuinely don't have much money to spare.

 

[scats]

I'm a qualified instructor who does freelance and holiday cover for a couple of local riding schools (my main job is as a school teacher). I get most of my clients through word of mouth. Often if I start teaching someone on one yard, I end up picking up several more due to people watching or speaking to my client.

I would say that very few clients come through advertising. Fortunately I am also a writer with a degree in media, so I do all my advertising myself.

 

[Kaylum]

You would be surprised at how many bigger companies under value the power of good social media like twitter, where there is a massive equine community. People don't read blogs, they read tweets and fb posts, do you have accounts on these. If so try marketing yourself using these first?

 

[teapot]

You've also got to think about how you'd market yourself. Why would a business use you, when there are marketing, PR and copyrighting companies popping up left, right and centre, who can not only provide customers with written copy, but website design, photography, run all the social media and everything else that a business needs?

Certainly from job hunting, business that offer the above seem to be EVERYWHERE, all fighting for the same customers, who already include equestrian businesses. There's a company based near me who provides PR, marketing and copy solely for equestrian bodies/events/businesses but no idea how busy they are. One of my local riding schools has their website written, run and managed by an outsourced company. RDA groups tend to run their own (I do my group's), or again outsource to companies that offer the bigger, better package.

 

[galaxy]

I'm an instructor and no sorry i wouldn't pay money for this kind of surface. As said earlier I don't make enough money to shell out for stuff like that, the likihood is it would pay for itself with revenue earnt.

I do gain customers advertising, (although majority is word of mouth) but it is mainly off the BHS register of instructors and directing people on Facebook groups to my Facebook page.

 

[maggiestar]

Thanks for your advice everyone, it's much appreciated. I get the feeling you've just saved me an awful lot of time!
I'll explore other niches (hopefully animal related) and see how I get on.
Btw, what about dog trainers and canine behaviourists?

 

[case895]

You would be surprised at how many bigger companies under value the power of good social media like twitter, where there is a massive equine community. People don't read blogs, they read tweets and fb posts, do you have accounts on these. If so try marketing yourself using these first?

Its probably a generational thing, but nobody I know uses Twitter and it has never occurred to me to "like" or "follow" a company on FB. I am the advertiser's nightmare as I don't read horse magazines either.

 

[teapot]

Its probably a generational thing, but nobody I know uses Twitter and it has never occurred to me to "like" or "follow" a company on FB. I am the advertiser's nightmare as I don't read horse magazines either.

It's a good point though - I've sat through a fair few RDA training days which have focused on social media and the digital age, with an older audience around me who see no need or inclination to starting tweeting etc. Plus only the minority of our new riders and volunteers come via our online presence.

 

[case895]

It's a good point though - I've sat through a fair few RDA training days which have focused on social media and the digital age, with an older audience around me who see no need or inclination to starting tweeting etc. Plus only the minority of our new riders and volunteers come via our online presence.

Its natural to assume that everyone else thinks and acts like ourselves. I used to have the same arguments with marketing people at a former employer - they wrote adverts which appealed to people like themselves, who were not our potential customer base. Marketing people people tend not to buy engineering software, engineers do.

 

[Kaylum]

Its probably a generational thing, but nobody I know uses Twitter and it has never occurred to me to "like" or "follow" a company on FB. I am the advertiser's nightmare as I don't read horse magazines either.

There is a massive equine community on twitter. They have hours most nights of the week where everyone joins in. #horsehour does some fantastic podcasts and interviews, two companies I look after have been on the podcasts.

I have made a lot of contacts on there both in and out of the industry, have seen a big increase in business and attendance at events. You can drive traffic to campaigns quite easily and engage with people.

 

[case895]

There is a massive equine community on twitter. They have hours most nights of the week where everyone joins in. #horsehour does some fantastic podcasts and interviews, two companies I look after have been on the podcasts.

I have made a lot of contacts on there both in and out of the industry, have seen a big increase in business and attendance at events. You can drive traffic to campaigns quite easily and engage with people.

You are engaging with a very small part of the total equine community though. I am not saying don't use it, just don't kid yourself that because you stuck it on Twitter, everyone you wanted to reach saw it.

 

[Kaylum]

You are engaging with a very small part of the total equine community though. I am not saying don't use it, just don't kid yourself that because you stuck it on Twitter, everyone you wanted to reach saw it.

I agree it is just one of the tools I use. I was explaining how useful it can be for free if you know how to use it, which a lot of marketing departments don't. There is a big community on there and I am getting good results.