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Authentic Business Lessons 7-10

Lesson SEVEN: Organizing Your Business

What we have done so far is pretty impressive. Whatever you have done once, you can do a second, third or fortieth time, and getting better at it each time.  This lesson will take you through the organization aspect of your business.

Lesson 7-1 Video  Finishing homework and organizing your business

Ride-Alongs:  The best way to become a peer with  other horse professionals

Want to read along with the Lesson 7 video?

A student gives her first public talk. Read what happened in Sarah’s talk.

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

Lesson 7-1: Complete all prior homework and organize! Refer back to the classwork PDF.

Lesson 7-2: Send me the tasks you’d like to accomplish by the time this class is completed. Here are some questions to guide your thoughts.

  • How will you know you are running your business the way you want to do business? Answering this question lets us know how to measure your personal initiative.
  • How many clients per week will you be working with FOUR MONTHS AFTER YOU GRADUATE? Now is the time you make those decisions. Then you lay the groundwork to make that happen.

Do this task over the next two weeks:

  • Have six conversations with horse owners. Let them know you are in school and when you will graduate. Hopefully these conversations will lead to you exchanging phone numbers or trading emails with people you can contact after you graduate. Keep their info so you can announce your graduation. Here is how you can say this: “May I have your email address or phone number so I can let you know when I finish my training? I’ll be sending out a newsletter. I can hardly wait!”

Lesson 7-3: Finish your article. Refer back to the classwork PDF.

Lesson 7-4: Find two horse clubs or events that need volunteers and see if you can find a time to do some volunteer work with them.
Tell about the experience. What did you get out of it? Who did you meet? What did you talk about? Are these people who are likely to become friends or clients? 

Post your homework to the group share site (Group Share Link)

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

Sarah Sanders
Rocky, the Kiger mustang who almost was put down when one of our students, Tim Westfall, was asked to work with him.

Lesson EIGHT: Marketing

Lesson Eight gets us started looking at and developing our Marketing Materials.

Our Marketing Materials

Read this letter to get you started.

Here is Joseph’s Brochure. Print out all four pages and see if you can get all eight sections in the right order. This is designed to be printed double-sided on card stock and in color, with two staples in the middle fold. I’m having you do this because initially it may feel complicated, but there will be a day (soon) when you are printing, collating, folding and stapling your own. Even if you have the printer do it, you will need to explain the steps and order. Feel free to borrow whatever is useful to you when you start your own.

2-7 Cover In

8-1 Cover Out

4-5 Pg 2 Inside

6-3 Pg 2 Out

Listen to an AUDIO FILE of students discussing this topic. (not active yet)

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

  1. Samples of good and not-so-good business cards, brochures, news or magazine ads, websites (include links or photos)
  2. Look at all marketing materials with educated eyes. Would this make me sign up, call, buy or donate? Why not?
  3. Write five taglines that would light your clients up.
  4. More photos that show your sparkling personality!
  5. Brochure outline

Post your homework to the group share site (Group Share Link)

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

Lesson NINE: Growing Your Business

We are on the Home Stretch right now with just one more class left. I so much want to be sure you are all wound up and ready to go out into the world. I sincerely hope you have gained a lot of knowledge, developed your intuition, and learned to be easy on yourself.

I also want to know that you can and will motivate yourself to become who you are meant to be. which is someone rather spectacular.

Open this LETTER  and use it for notes as you follow the videos.

We have five videos to cover this topic

What makes someone pick up your flyer?

Flyers that Get Read

Flyers go on bulletin boards where they are likely to be seen by your perfect clients. They can be brochures or a straight out flyer. A tip that will get more eyeballs on it is to write something in an article type format and do it in conversational tone.

Top Five Reasons to get the Equine Natural Movement Series (People really like to read “3 ways to do something” kinds of articles)

First paragraph, tell them why you wrote this:

“Many people have asked about Equine Natural Movement so I wrote this to share the top five reasons my clients get a series for their horse.” Then list a few bullets with results.

People like to read bullet points and stories. The bullet points make it look like you could read it in a minute. And people like us (!) like to read stories about horses, right?

More reasons for a series — improve performance; enhance flexibility; increase strength and endurance; release aches, pain and holding; better temperament; more mobility; more fluidity and ease in movement; quicker response time; longer stride (race horses, endurance).

If you want to talk about longer strides, you could bullet point that and then write this as your supporting statement:

“Stride length can be impeded by fascial restrictions in the (chest / hind end / etc) that prevent the muscles from extending to their full length. In the series we lengthen the restrictive fascia and help bring the horse’s stride length back to what it was meant to be.”

Little tips:
(1) I write to women (use gender pronouns) and I use ‘him’ for the horses. It just feels easier to do that sometimes but you can make up your own guidelines.

(2) Don’t use abbreviations (ENM or ESI) — Clients won’t say ENM if they don’t know what it means. They don’t want to look stupid if someone asks what the acronym stands for and they aren’t sure how to answer. Say the whole name frequently and it will sink into them, which is a good thing. The name itself explains the benefit of the work. The words have power.


a) ASK QUESTIONS — “How’s your horse doing? Tell me a little about your horse.” Let conversation flow, no pressure.

Does she have a problem that needs solving? Once you identify that, open the possibility that your work might help:

…Have you thought of having some Structural Integration done to address that? …Say, “Let me have a look” with a confident smile on your face. (not “maybe kinda

possibly someday have a look”)

…If she sounds less engaged, “Here’s my card and if you ever want to call… (though it’s better to keep ball in your court by getting her number)

…What issues keep coming up for you? … How is that working for you?

“I do Equine Natural Movement with horses and it sounds like… (describe the problem she just described back to her)”


Stay close to her statement. If she says, “He can’t canter a straight line without leaning to the left,” how can you describe that back to her? Practice rewording these descriptions. When you can do this well, the person knows you heard her.


(things to mull about when you have a few spare minutes with a task that doesn’t take your full attention)

What can you say to bring up the idea of her becoming a client?
What question or comment is good to open that conversation with?
How do you engage her in a conversation that elicits info about her horse and what he needs?
How do you describe the work?


Good information for you to be aware of:
How does she respond? Does she ask questions?
Do you get an intuition about what would help her?
What feeling or emotional tone are you putting into this?
Does she seem engaged right from the start? Or at what point?
What result do you see AS YOU ARE ASKING her? Is she warm, friendly, open, wary, distracted, engaged?


List out about 3-5 favorite stories of you and this work solving a problem. What are your favorites?

Stories go like this:

I had a client who …
So we did the series and I found … And now …

If you tell a story or two, she’ll probably respond to at least one. f) THE MAGIC SENTENCE —


or, “Would you like to get together for an introductory session and find out if this work is appropriate for you?” or any variation on this. It works.

Say this so you are embodying the CONFIDENCE to know that the horse would benefit from the work. Sometimes it’s a gut feeling, sometimes it’s just obvious. And even if you’re not totally sure, if you do the evaluation you will then know whether to go forward or not.

If you have the confidence to make this statement, more often than not you can book the appointment to look at the horse right then and there.

 How do you book an evaluation? What makes a good story to share?

Engaging Stories


Introductory Sessions

Give an overview of intent of series, just a few sentences that explain

“… is a bodywork series, usually five sessions, that helps return the horse to more flexibility, more fluid movement, and can increase strength and endurance.” End of story. Then ask more about her horse.

If she’s interested, you can describe what connective tissue does, how it gets thickened and stiffer, and how we return it back to it’s more natural lubricative state which … (related benefits, what does that do for the horse?).

Short descriptions with more benefits are better than technical descriptions. Remember this!

Tell her what’s going on in a session where the horse looks really relaxed. Owners DO want to know what’s happening so fill them in.

“When horse relaxes — this may look like he’s falling asleep but it’s actually a HYPNAGOGIC STATE. The work is directing so much input through his nervous system that he needs to shut off his brain so he can focus on the work and what’s changing in his body. This is more than relaxation. He’s making new dendrites (connections) in his brain that enhance his ability to understand how his own body moves. These connections tell him about important changes going on in his body.”

When you describe this, it helps clients grasp the importance of the deep work and relationship to his brain making connections throughout his body. This is why he moves better after sessions. It’s not because he’s more relaxed but because his body is smarter.

During your intro, give her feedback that includes positive information as well as what you notice that could use changing. See the GOOD as well as the problem. This is something that’s so overlooked by nearly everyone who works in the horse industry.

Mostly all the owners hear is what’s wrong with their horse. PLEASE tell them what’s also right about their horse.

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


  1. Make a FLYER for free evaluations or a clinic you’ll lead in the next month or two, or a talk. If it’s a talk, don’t just make it about Equine Natural Movement. Make sure it’s got a topic that answers a question an owner might have, like “How to turn on a dime” or “Helping an achey older (or young) horse” or “What to do after an injury has healed.”
  2. Very briefly tell me FIVE OF YOUR STORIES about horses. Write them this way:
    I had this client who (state problem).
    We did the series and what we found was …
    And now she’s (result?)

Be brief, describe the situation, don’t use professional lingo. If there is an emotional component to the story like that the horse was unwilling or cranky, share that, too. The purpose of the story is to show that you have experience working successfully in a similar situation. She will listen and insert herself into the story. Storytelling is an art. Practice doing it concisely and well and always speak from your heart!

As you tell the story she is asking herself, “Could this work for me? Can I relate to this?”

You’re saying, “I had someone with a problem like that. Here’s what I did. And it worked.”

Post your homework to the group share site (Group Share Link)

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

Daniel Makus

Lesson TEN: Completing the Course

Last session! Congratulations on making it all the way through.

I already miss you!
I hope you fill in the next few days with sessions with your PERFECT CLIENTS.

Here’s what is in this final issue:

  1. Ten Ways to Promote Your Business
  2. A Snippet from Margo
  3. Marketing Recap
  4. Planning Your Future
  5. Momentum
  6. Your Accomplishments
  7. Congratulations, You Did It!
  8. Survey

If you use all the methods we covered in this year-long class. I am confident you will have a thriving and joyful practice in short order.

Remember you can email me anytime to help you with talking points for presentations, give you feedback on print materials or tidy up an article. I’m glad to help and sincerely want you to succeed. And do keep in touch with the others in your class. We ALL want you to be the best you can possibly be.

Jacqueline & Joseph

1. Your appearance
Look like you are worth what you charge Clothes are neat and appropriate
Clean car outside and in
Clipboard for notes, handout for client Session notes succinct, clear and easy to read Be organized and professional

2. Handouts
Your notes keep educating folks after you’ve spoken with them.

3. Contact three people whose horses you worked on and ask how they and their horses are doing.

(a) Ongoing contact often brings new sessions. You may find they have another new horse or have moved to a new barn. If you are fresh in their mind in a good way, they will often speak (blab/brag) about your work to new friends.

(b) “How is Norman doing since we completed the series?”
This is a great question because it relates that horse’s ongoing improvement to the work you did together. The “integration” part of Structural Integration implies that there is a time following the sessions wherein the work continues to change and benefit the body.

(c) “Of everything we did, what do you believe helped Norman the most?” This tells you what they most valued about your work that gave them the greatest benefit. They often want you to know!

4. Referrals — who tells people about your work?
Keep a list. Show these fabulous business-builders your appreciation. Give gifts! Anything from a heartfelt thank you to a bouquet of fresh flowers. A little box of homemade chocolates with a ribbon around it. Take her to lunch. People who refer to you are precious; be sure they know you value them. Every once in awhile (so it’s not expected, but is a surprise) spring a free session on a good referral source. Make them know how much you value their love of your work. No one gets too many thank you’s.

“Ginny, I’m going to be out at your barn next week and after I finish, I’d like to do a bit of work on Blaze. No charge on this one. I just want you to know how much I appreciate you helping my practice grow.”

5. Plan your marketing — Annual calendar

* Book a talk every month or two. It really helps. You become
a better speaker and those who see you talk begin to recognize you as a professional who is appreciated by others for your knowledge.

* Horse events & shows — Count backwards from dates so you know the best times to prep for shows. “If you’re planning on competing at the Hood River Classic in May, you’ll want to get a Structural Integration series now.”

*Join a club and become an active member. Volunteer to help setup shows and events. These shared tasks get you known as a committed team player, introduce you to powerful people, and build a fabulous pool of potential clients as well as good friends.

* Like to write? Write an article every other month and submit it to other newsletters, websites, newspapers. Put this task on your calendar. Send public relations releases to the newspaper and put a photo on your local facebook group saying you did something cool.

6. Written goals
How many new clients this month? Write it down.

Spend 10 minutes daily (when you first wake up) visualizing your relationship with your ideal client. Remind yourself what you do that they value. Then go have active conversations with horse owners.

7. Use your surveys after the series is done
Look at your before and after intake forms and turn them into numbers so you can say that you are pretty good at specific ways of improvement.
“My clients say our five session Equine Natural Movement series gave their horses 40% more flexibility and 30% more overall balance.”

8. Newsletter
Send out a quarterly newsletter that includes a short article, testimonial with happy owner and horse photo, contact info, and your website where you have more stories about clients and their horses. Write an interview that recommends another horse professional. Blogs work, too, but a mailed newsletter, printed on card stock and sent as a 5×7 is more effective. They will keep them! Distribute a few to each barn and if that barn has a meeting room where riders gather, put one on the table.

9. Practice saying what you do
Tell 5 people you want more clients. Who do they know?
It does work!

10. Take good care of yourself
Be an example of living to your fullest potential.
Live a balanced life that nourishes you with energy & vitality Read and continually educate yourself
Be prepared for bad weather and keep a change of close in your car in case a horse sneezes on you.
Eat quality food that’s good for you
Have wonderful un-gossipy relationships
Take pleasure in life
Schedule vacations, even short ones so you’re not all about work Be good to yourself.

Once I have a copy of all your homework, I will mark that you have completed this class.

If you get your video testimonial posted on your website or in social media, you get extra praise.

You will have done all this:

1. Identified your ideal client 

2. Identified your gremlins 

3. Survey, 3 testimonials

4. Photos for flyers and bio  

5. A ride-along

6. Speaking engagement  

7. Article written and submitted

8. Booked five new clients 

9. Brochure and business card

10. Website 

11. Flyer

12. Video testimonial posted on YouTube or your website

Once you’ve done all this, keep doing it again and again. Practice and develop your talents. If you liked writing, write LOTS more articles. If you like speaking, book yourself to talk every month or two. Strike up conversations and draw people out so they shine and be generous with compliments to others. 

People really will see you as an expert – and you are an expert! Network and develop relationships with other professionals. Don’t stand on the sidelines in awe of them. You know more about THIS topic than anyone in your area.

To let me know how we can make this class better, click here.

Here is a very short video for you – Joseph & Jacqueline – Congratulations!