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MODULE 1

In this Module you will utilize the provided tools to figure out what business you are in and who you work for.  You’ll be able to get clear about who your perfect client is and where to find and connect with them.  Understand what knowing and being yourself is, by looking at habits and behaviors that do not serve you and prevent you from being your best.  Learn about those negative voices in your head, examine how their commentary relates to fears you hold, and identify your fears.  Once you can identify and respond to your fears, you will be able to concentrate on spending time in the good company of your own thoughts, which will help you better connect with your clients as well as your network of other horse professionals, who will support your work and help you find and connect with your ideal clients.

Authentic Business Lessons 1-3

Lesson ONE: Authentic & Honest Business

FIRST CLASS UNDERWAY

Welcome, and congratulations on starting the business homework. We will be interacting throughout the coming year and your participation and contributions are what make the class successful. You help considerably by contributing your experiences. Keep it up!

The first two videos are posted on the below as well as inside THIS LETTER.  You are welcome to print this out if you would like to refer back to it. Watch the first video and do the homework, then move onto the second video and homework. Lesson One has the letter, two videos, a list of homework and the due date, and transcribed notes from the videos.

Please watch these videos and send in your homework as you complete it.
Please stay up to date so we don’t lose anyone along the way. If you need more time, please email me so I know.

Some students like to print the letter out and follow along on the video at the same time.  

VIDEO      Password is:  MyBusinessRocks!

Click HERE to watch the first video

  • Showing up and Serving
  • Gremlins  

Click HERE to watch the second video

  • Knowing yourself
  • Negative habits prevent us from being our best
  • Changing behaviors that no longer serve us
  • Being yourself

Ah, yes, the little gremlins. It’s good to get familiar with the gremlins we each have and what they say to prevent us from playing as large as we know we can. The purpose of the gremlin’s voice is to protect you from harm, so our best response is to thank them for caring about us and then shift over to another part of us that is self-confident, knowledgeable, experienced and kind. That’s within us, too.
Each of our gremlins say about not knowing enough, not an expert, staying small (it’s safer), worrying about not being able to explain something well, or assuming that nobody will see results from our work. These little gremlins can be powerful if you try to ignore them, but the intent of their message is good and they don’t mean you harm. They just want to protect you. The problem we have is when their messages hold us back and keep us from developing into the powerful, caring, intelligent practitioners we know we can be – and already are!

Remember the process:

Recognize when a gremlin’s speaking; thank them for sharing their concerns about your safety, then shift so you can move over to the place where you ARE fully knowledgeable, intelligent and confident. The more you do this, the better you get at it. If it helps to have them deliver this info to you dressed as a sock puppet, go right ahead. In my mind’s eye then, I see them as cute, caring, sweet little beings who only wish us well. Dressed as a sock puppet it’s really quite clear that this voice isn’t the force that empowers us to do our true and magnificent work in the world.

A few samples that fellow students have submitted – some are nearly identical to what other students wrote:

  • I won’t be able to get enough clients.
  • I only think they are better because I want them to be.
  • I am good right where I am. Why push that?
  • Maybe I’m just romanticizing this whole horse thing.
  • My current job is perfectly fine.
  • People will laugh.
  • Because of my age, I won’t be able to do this for very long.
  • What if clients think I’m bogus?
  • I am incapable of establishing adequate record-keeping skills.
  • I may make the horse worse.

Remember the powerful moments of connection and healing you have already experienced during your sessions. These moments are touchstones so we can readily access the highest expression of ourselves doing our true, real work in the world. Each time we make a conscious choice to be a larger presence in the world with our work (rather than playing small), we move forward in our evolution. Speak about these moments, share them with those who are close to you. Spend time dwelling in the place these thoughts bring you to. This strengthens your ability to find your path to this place whenever needed.

This is who you really are and why you are called to do this work.

Remember times when you have been in the place of awe and amazement about the work. What words or phrases come to mind? Write a few of these words down in a short paragraph.

Now – without editing your thoughts – look up four key words in a good dictionary or on www.Dictionary.com and write down the definitions from the dictionary. Be sure to also scroll down and read about the origin of that word, the synonyms, the history of its use. Notice what in that definition speaks to you.

Write a second paragraph that describes how those definitions enhance the meaning of the experience for you.

Notice who you are being and how you feel inside when you speak about this experience. Task yourself to find this place frequently during your day. (Hint: No gremlins live there) and ground it by re-living the story. Be in the presence of wonder and awe. If you have a second story, keep re-living that one, too. Let the power of these stories take up residence in you, become the magical moments of the work. Embody this powerful presence.

Tell yourself: “This is why I do this work.”

These stories become your touchstones. Here, in this place, you know how to speak about your work. You know how to be present in the miracle of the work. The Universe brings you what you seek. Spend more time in your thoughts knowing who you intend to be.

If you could do this business any way you choose – no one is looking, money is not an object – what would your business look like and with whom would you work?

Write down who you are and who you intend to be in your business.

  • What promise are you making to the world and to your prospective clients?
  • What problem will you solve?
  • What benefits will you confer?
  • What advantages will you offer?
  • What, in short, makes your work unique? (Your work on knowing and being yourself is a big piece of this one.)
  • What is your weekly schedule?
  • What is your work environment like?

Include one extraordinary accomplishment you will have achieved in your
ideal business.

Answer all the questions within “your ideal business” and “your ideal client”
separately. Don’t skip any. Each one is important (and fun!). Be as specific as you can. The more detail the better.

Write down, in detail, everything you imagine about your ideal client. Risk being too specific.

If you already have a practice, think about the folks that you have most enjoyed working with and who have thrived in relationship with you.

  • What do they have in common?
  • How old is your ideal client?
  • Where do they live?
  • What kind of car do they drive?
  • What kind of horse and discipline?
  • How do they dress?
  • What does their home or barn look like?
  • How do they treat their horses?
  • What do they value about working with you?
  • How do they spend their free time?

Answer all the questions within “your ideal business” and “your ideal client” separately. Don’t skip any. Each one is important (and fun!). Be as specific as you can. The more detail the better.

*Please complete lessons & associated homework in order from 1-10.

Suggested time frame:  TWO WEEKS from now.

This is a lot of homework. Know that each class is different. We have plenty for the first class so we have the baseline from which to begin figuring out where each of us are and where we want to go. It does take time to do this but it’s well worth the effort.

 

  1. Write down the sentences your gremlins say. All of them. Write 20 or more sentences of their advice or commentary. Email everyone a list so we can admire their creativity.
  2. A place of awe and amazement, how we define our words: Write down these words, define them,  and describe how they enhance the meaning of the experience for you.
  3. Your ideal business: write down who you are and who you intend to be in your business. See above for questions to start.
  4. Your ideal client: answer all the questions above.

 

Please make it easy for me by putting your name on the file and on the paper itself inside the file.
Title it this way: Biz (# of class) (your name), so it looks like this:

Biz1RubyMartin.docx or Biz1EdithJones.pdf or Biz1TrudyWells.pages

Be sure your name and #1 is on the top of page one. Post your homework to the group share site (Group Share Link).  You can also email your assignment directly to the group via enmbizmod1@googlegroups.com.  To set up your Google Account without gmail, visit Google Group Share Site Instructions for a short tutorial.

When you have completed and submitted all your homework, you may move on to Lesson Two!

QUESTIONS? You can always reach me at BIZ@EquineNaturalMovement.com

Brenda Douay practices in the Midwest
Karen Miller practices in New Hampshire
Module Two and full of smiles
Joseph with Kelly Snyder who practices in North Carolina
Joseph with Kelly Snyder who practices in North Carolina

Lesson TWO: Equine Business News

Some students like to print this letter out and follow along on the video at the same time.

VIDEO 

  • Gremlins
  • Knowing & Being
  • Who I Intend to Be
  • My Fear Journal

Homework on the Ideal Client is a reworking of anything that you presented today
that needs some tinkering. Use what you learned in today’s video to make this fit you even better.

Rewrite your IDEAL CLIENT and WHO YOU INTEND TO BE IN YOUR BUSINESS in the present tense, with positive images and as much detail as you can muster. Don’t worry about excluding anyone. You can always add more people & horses to your practice to expand it. We are looking for the few core people who will be a joy and delight to work with and who will, over time, help you build your business, too.
If you have negative imagery in it, I don’t want you focusing on what’s not right or where you have doubt. This is a prayer to the universe so ask for what you WANT, not what you are avoiding.

Here’s an example of a student’s original that’s been turned from fuzzy future tense into clear present time with things to work toward, not shy away from. Notice how the core elements are in the first paragraph yet the imagery and present tense of the second paragraph have so much more impact. Do this with yours. Move your internal language from doubt to action.

WHO DO YOU INTEND TO BE IN YOUR BUSINESS? (first pass)
Right now I am someone who is not sure if she can do this. A little “lost” in life and trying to find her feet and stand on solid ground. When I have my practice up and running, I want to be somebody who is sure that she can do this, trust herself, listen to her gut feel and make a success of her life and her business with horses. This is the only business I can see myself in. If I fail, I don’t know what I will do in life….

When we turn that into PRESENT TENSE and make the images MORE POSITIVE, we have this —
I am confident in my ability to do this work. My feet are firmly and solidly on the
ground, ready to run full on toward what I want. I trust myself and am guided by my gut feelings. I am making a success of my life and my business with horses. This is the work I am meant to do. I know what and how to do in my life and every day I move in the right direction.

* * * * *
EXAMPLE OF AN IDEAL CLIENT WITH LOTS OF DETAILS

My ideal client puts all my interests together: advancing the average riding horse, supporting the competing horse, and healing and rehabbing the newly purchased horse. She is passionate about horses, cares about them and their life quality. She is also prosperous and astute in business. She knows that healthy, happy, productive behavior further all aspects of the human-horse relationship.
She is a highly competent rider who does competitive riding in dressage and jumping. She’s in her late 40s, gives lessons and has a boarding facility with 30 stalls. She has a wide circle of topnotch people who take lessons with her and they look to her for guidance on who does great work that will benefit their horses.
She buys and sells horses and is highly respected. She specializes in Andalusian and Hanovarian horses and has wide connections in the region. She regularly buys series to rehab the new horses, to improve her lesson horses and to maintain her top show horses. She usually owns 10-12 horses, the number changes. Half dozen are her permanent horses including her husband’s Tennessee Walker.
She recommends my work to boarders, other trainers and clients. She always has a handful of my cards and she posts them at barns she visits. She carries my brochures in her bag and recommends me to people she knows will be good client for this work. She understands that Structural Integration differs from other bodywork and can adequately explain the work to her friends and other horse professionals. She often invites people to observe sessions I do on her horses. This has far-reaching effects on the growth of my practice. I show my appreciation and sometimes I give her a free session as a thank you or take her to lunch. We don’t have a set schedule on this, I just do that in friendship.
She’s been married twice and is happy with her second husband. Once a year she
goes on a working vacation to Europe or Florida to look at horses. Her friends like her a lot, this year they gave her a surprise birthday party. Her late model car has dog hair all over the back seat.
She gives excellent testimonials, citing specific horses and their improvements so that people want to listen to her. She knows regular maintenance helps a series last a long time. She accepts my pricing without hesitation, books work regularly and in advance and pays immediately. Most of all, I like and respect her. We have become good friends.

This exercise was written by my dear friend Molly Gordon who helped create our school’s business course. I have done this myself and benefited greatly from it. It’s challenging and enlightening.
For the portion about FEAR, you have THREE WEEKS to complete that part of the homework. It’s often been said that 21 days is the time it takes to change a habit. I’m sure you’ll notice that you have different perceptions of what’s going on in your busy mind as we get toward the end of the 21 days.

Download your FEAR JOURNAL HERE. Print it out and read it, then start filling each day’s pages out. With 50,000 inner commentaries every day of our lives (!!!), these pages should get pretty full. While some of your fears may seem unbelievably petty (we all have those), others may be tremendously motivating. Let yourself direct that energy forward to where you want your life to lead you.
Notice what situations or issues you have fear around. Continue writing those situations out and seeing if they are ways you close doors and keep yourself small
(Fear #1), or how they energize you to action (Fear #2).

If you have a particularly insightful moment sorting out what the purpose of individual fears are, please share by sending in a comment with your homework. We all move ahead with the help and support of each other. The first part of the fear homework has you writing – as fast as you can – a list of all your fears. Write a hundred or more. No censoring. Big, small, vague, irrational, ancient-old, brand-new-just-made-up, write them all. Once you have a WEEK’s worth of fears written out (it’s something you can do right now, no preparation needed), connect with a fellow student buddy. You two can set up a time to read your lists to each other. We can arrange that if you like, just ask. When you listen to your buddy read, there is nothing to say about the fears. It’s simply a time to bear witness to them speaking aloud their fears. Brave we are to open ourselves to speaking out loud the thoughts that keep us in fear and smallness. This is a poem of fear. Let it have its voice.

I encourage you a week later to call another buddy and read another week’s worth of fear thoughts. Again, as listener just open yourself to hearing these fears. No comment required or expected. This isn’t a time for analysis, just camaraderie, caring and friendship. Expect to read at least 50 fears and if your “fear poem” is 200 lines long, all the better.

Note: One class setup a conference call and they each read to everyone in one call.
They really enjoyed it, which seems funny given the content, but they said it was
filled with compassion and humor.

Download your FEAR JOURNAL HERE

*Please complete lessons & associated homework in order from 1-10.

Suggested time frame:  Parts 1 and 2 — due in TWO WEEKS.

  1. Re-write your Ideal Client, this time in present time, with lots of details
  2. Describe who you intend to be in your business
  3. Your Fear Journal requires daily input for 21 days so please begin now. Complete it within THREE WEEKS.

Send your homework on to the other students as soon as you finish it. When everyone posts their homework punctually, this works really smoothly. Remember, you can pilfer each others’ ideas. Borrow freely. A good idea deserves to be used more than once!

Please make it easy for me by putting your name on the file and on the paper itself inside the file.

Title it this way: Biz (# of class) (your name), so it looks like this:

Biz2RubyMartin.docx or Biz2EdithJones.pdf or Biz2TrudyWells.pages

Be sure your name and #2 is on the top of page one. Post your homework to the group share site (Group Share Link). You can also email your assignment directly to the group via enmbizmod1@googlegroups.com.  To set up your Google Account without gmail, visit Google Group Share Site Instructions for a short tutorial.

When you have completed and submitted all your homework, you may move on to Lesson Three!

Questions? You can always reach me at BIZ@EquineNaturalMovement.com

Lesson THREE: How Will Clients Find You?

Some students like to print this letter out and follow along on the video at the same time.

VIDEO

  • Fear habit review
  • What do your clients read?
  • How to write an article synopsis
  • Zippy magazine titles

You can also read the written transcript of the video. Some students find it helpful to download and print it. When I give an example in the video, it’s nice to see it all written out. Read the Transcript Here

Read these files:

  * Magazine Article Titles

  Choosing the Right Barn 

  Evocative Words

How do certain words speak with your heart?

1. HOW WILL YOUR CLIENTS FIND YOU?
Now that you have a better idea who your ideal clients are, it’s time to figure out how to connect with them. Start thinking about what periodicals that person is likely to read. Go browse the library and see if that helps with ideas.

2. START YOUR ARTICLE
You are about to become an author! This is a great way to establish that you are an expert in your field.

What local publication are you going to put this in? Weekly or monthly newsprint publications are best to start out with. They are often hungry for short articles that are interesting to their readers and will cause folks to pick up their FREE magazines and thus justify the fees they charge their advertisers.

This week visit your local tack shop and library. You can pick up copies of the publications and read them cover to cover. Find back issues (if possible) of the one you want to be published in. Who is the audience for that publication? Why does this publication fit the frame for your ideal client? What are most of the articles about? Share a few of the titles and summarize in a single sentence what the article taught, described or sought to do.

Read articles to notice how they are written. Choose two particularly good articles and outline them so you see what the writer did in the start, middle and end that helped convey her story to the reader. Outline them so you see how the writer communicated her story to the reader.

*Please complete lessons & associated homework in order from 1-10.

You have THREE WEEKS from today to complete this section.
This section has a lot! Please parcel out the tasks so you have enough time to get it all done and sent back.

  1. Write synopsis of two articles (**see below for instructions).
  2. Five titles of articles you could write.
  3. Spend daily time in the good company of your own thoughts

**For these two articles, answer the following questions by copying-and-pasting the questions below & answering them.

Publication:
Article Title:

(a) Synopsis of the opening of the article:

  • Does the author describe a problem?
  • Does she give her background?
  • How does she start the article?

(b) Synopsis of the middle of the article:

  • Does she tell stories or give facts?
  • In what way is her method effective in conveying new knowledge?
  • How does she keep a good continuity in the article?

(c) Synopsis of the end:

  • How does she loop it all together at the end?
  • Does she repeat information already given?
  • If so, how does she make it different than what she already said?

(d) At what point did you find yourself thinking this was a good article?

  • What impressed you the most about this article?
  • Did the article change you in any way?
  • What did you imagine doing after reading this article?
  • Why did you choose this article as an example of good writing?

(e) Who is the audience in that article?
Just like the “Ideal Client” homework you’ve been doing, see if you can figure out who the “Ideal Reader” of that article is.

(f) What problem can I solve for my readers?
Send FIVE titles of articles you could write for this publication. I’ll help you settle on two that have a good appeal and/or likelihood of being published.

Please make it easy for me by putting your name on the file and on the paper itself inside the file.

Title it this way: Biz (# of class) (your name), so it looks like this:

Biz3RubyMartin.docx or Biz3EdithJones.pdf or Biz3TrudyWells.pages

Be sure your name and #3 is on the top of page one. Post your homework to the group share site (Group Share Link). You can also email your assignment directly to the group via enmbizmod1@googlegroups.com.  To set up your Google Account without gmail, visit Google Group Share Site Instructions for a short tutorial.

Questions? You can always reach me at BIZ@EquineNaturalMovement.com

Bobbi Jackson practices in Pennsylvania and Montreal
Measuring Hips
Measuring Hips

You’re Ready for Module 2!