As a child, you learned quickly about things that come in threes: three legs on a stool, three wheels on your tricycle and three French hens. A perfect combination of three thoughts, words or things make for easy memory and understanding. Some people call the concept of combining three things the “magic of three”. And magic is good enough for me for an explanation of why three is such a good number for combinations.
You think in threes all day long. For example: past, present, and the future; faith, hope and charity and walk, trot and canter.
See what I mean? I want to encourage you to think about what you do in your business and how you can use the magic of three to come up with the three big things that you do best when you’re marketing yourself and your business. You undoubtedly do more than three things very well in your horse business but it’s important not to overwhelm people with more than they care to remember.
So response to the question, “what sets your boarding facility apart from the rest?” a farm owner might offer, “you will find a sense of community among our clients. Your horse’s care in your absence allows you peace of mind to focus on the other important things in your life. The quality of experience you will have while you are here will help ease stress and allow you to reach new goals.” There! You just conveyed three things that set your business apart from the rest: community, care/peace of mind, and quality of experience.
A riding instructor might say, “we are friendly. We agree experience happens best in a positive and welcoming environment. Your individual goals, not the goals of others, are the most important for your riding development progress. And you’ll be looking forward to your next riding lesson with excitement, not fear. Three good things: friendly, personal goals, and excitement.
A horse trainer might say, “your horse will advance in his training as fast as he is able to learn; we want him happy, not pressured beyond his natural ability. We start your colts with sound basics that will prepare him for future finishing work. The smile on your face every time you ride tells us how well we did our work. The trainer used happy horse, careful training, and a happy owner to describe his three good things.
Use the power of three to build your marketing message. Your well crafted message of your three best advantages will make you the go to person in your discipline.