Let’s get real here for a minute.
You’re a talented rider and competitor. You love the challenge of “making” a horse in the big pond and winning. You are capable. You are driven. You got this.
So you reach out to sponsors and supporters for the kind of financial support it takes to go from capable to accomplished in the arena. Now, we all know that big money drives the competitive bus in the horse world. The more money you have to invest in yourself and your top horses, the more likely you are to win. I hate to say it, but it’s true. And it’s true not because the world of sporthorses is unfair, but because it is a basic business truth. The more you invest in your business (which includes you as well as your horses), the greater the return on that investment you are likely to reap. A well-cared-for horse will be healthier, happier, and a better performer than one owned by someone who has to always walk the line between what is ideal and what is affordable.
Likewise for the rider. A rider who is simultaneously training herself, running her business, managing staff, and meeting the myriad other obligations of her life, is going to be at a competitive disadvantage compared to riders with bigger budgets. And so, we seek to bridge the financial gap by recruiting sponsors who believe in us, and with whom we share core values.
“There are a bunch of companies that would be a great fit for our syndicate,” you think to yourself. “We believe in the same core values of training and care, our farm’s brand is totally on point with Sponsor’s brand, we genuinely like and use their products; it’s just a really good fit.”
With this enthusiasm and conviction, you reach out to a few companies in your niche that you feel would make great sponsors. A few days go by, but you find no replies in your inbox. You start to question yourself, but then decide to wait another week before following up. In fact, you end up waiting two weeks before sending a gentle but probing email asking the potential Sponsor if they’re ready to team up and to take ‘Rockstar Farm’ all the way to the top. This time, you get a reply.
Whew.
“Dear Rockstar Rider,
Thank you so much for being a loyal supporter of The Best Horse Tack Ever. Tell us where we can learn more about you and your team.
Sincerely,
Chief Marketing Person
The Best Horse Tack Ever, Inc.”
You, feeling totally elated, reply with a link to your website and offer to chat by phone or meet up in person to talk about a sponsorship.
Again, you wait a few days, watching your inbox for something from your new favorite tack company. Again, days turn into weeks. You begin to doubt yourself.
Finally, after two more weeks, you send a follow-up email asking if The Best Horse Tack Ever company would like to chat further about investing in your team. Sadly, Chief Marketing Person briefly, but clearly, declines the opportunity, leaving you scratching your head and wondering what made him decide against sponsoring you.
Now, I have no crystal ball, so there’s nothing I can write that will serve as a definitive answer, but I can point out a few things that are instant turnoffs to the kind of corporate managers you need to pony up the dollars that will support your goals. Here are a few:
- YOUR WEBSITE SUCKS
It’s outdated. It’s not finished. There are dead pages. The photos are old. There are too many pop-up ads. It’s sloppy, or it looks like one of your working students put it together in between shows. Fix your website. This is your digital “turnout”.
- REPRESENTATION OF YOUR CURRENT SPONSORS LEAVES A LOT TO BE DESIRED
We all know when you post the obligatory sponsor content. It’s cringey. Spend some time planning a sponsor marketing strategy and follow the theme. Be consistent. Be persistent.
- YOU FAIL TO UNDERSTAND WHAT MOTIVATES YOUR SUPPORTERS
Take the time to understand what is important to your sponsors, your fans, and your benefactors. Anything you say or do after that will be way more authentic. And in case you missed the memo, authenticity is everything.
- YOUR PERSONAL CHAOS
Just because you curate your public persona doesn’t mean your personal weaknesses aren’t apparent. Before every public appearance, check yourself in the mirror. Look not for a hair out of place or a smudge on your jacket, but instead, take a good look at your own countenance. Are you happy doing what you are about to do? If you never got a single cent from an investor, would you still love competing? Would you still feel excited and joyful at the chance to showcase your hard work and talent?
Even when life gets messy, your heart, soul, and commitment to the “equestrian life” will always feel deeply anchored, and that will show in your countenance. Check yourself. What are you really chasing?
If you’re stuck setting yourself up for the next professional level in your discipline, contact us for some help. From business analysis to personal coaching, we are the objective and compassionate eyes on the ground that can nudge you closer to your goals.
