Ditch Generic Messaging & Craft An Equestrian Brand Story with Amy McGann
- Denise Alvarez
- Jul 23
- 4 min read
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
As equestrian entrepreneurs, it's easy to fall into the trap of generic messaging. "I love horses," "I care about my clients," and "I treat every horse like my own" are all statements that might be true, but they don’t do much to set your business apart in a crowded industry.
In this episode of my How to Market Your Horse Business Podcast, I sit down with branding strategist, copywriter, and horsewoman Amy McGann to help you break through the noise and build a brand story that reflects your unique values and voice.
Amy has worked with brands of all shapes and sizes to help them find clarity, confidence, and connection in their messaging. Our conversation dives into the practical steps you can take to move beyond surface-level branding and craft an equestrian brand story that becomes the foundation of your marketing.
The Problem: Generic Messaging That Doesn’t Convert
One of the biggest struggles equestrian entrepreneurs face is not knowing what makes them different. They default to industry cliches and vague language that doesn’t resonate with their ideal clients.
This lack of clarity and connection is often the root cause when marketing feels disjointed or isn’t converting. If your website, social media, and email marketing don’t feel cohesive—or don’t seem to be working—there’s a good chance your brand story isn’t fully developed.
What Is a Brand Story?
Amy defines an equestrian brand story as more than your business origin story. It’s the complete narrative of who you are, what you believe in, who you serve, and why it matters.
It’s not a single paragraph on your About page—it’s the through-line that connects all your messaging, from Instagram captions to client emails to how you show up at horse shows.
How to Craft Your Equestrian Brand Story
1: Clarify Your Core Values
Begin by identifying their core values—the non-negotiables that guide how you do business. Ask yourself:
What do I stand for in my horse business?
What principles do I want my clients to experience in every interaction with me?
When you lead with your values, you create messaging that feels personal and aligned. Values-driven messaging builds trust faster and helps potential clients self-select in or out, which saves everyone time.
2: Define Your Ideal Client
You can’t speak clearly if you don’t know who you’re speaking to. Answer these questions to help narrow your focus and get specific about your ideal client:
What are they struggling with?
What do they want to feel when they work with you?
What language do they use to describe their problems and desires?
When you understand your ideal client deeply, you can craft messages that feel like you’re reading their mind—and that’s what creates connection.
3: Use Emotion-Driven Language
People don’t make decisions based on logic alone. They take action when they feel seen, understood, and emotionally connected. Amy talks about the power of using emotional language in your copy to reflect how your client wants to feel. For example:
Confident in their riding
Peaceful about their horse’s care
Supported in their training journey
You’re not just selling lessons, training, or boarding—you’re offering a transformation. Your messaging should reflect that.
4: Audit Your Current Messaging
Review the key areas of your online presence to see if your brand story is coming through clearly and consistently. Start with:
Your website homepage
Your About page
Your social media bios and pinned posts
Recent email newsletters
Ask: Is it clear what I do, who I serve, and what I stand for? Does my voice sound like me?
5: Don’t Wait Until It’s Perfect
You don’t have to get your messaging perfect before you share it. Start where you are. Try things. Pay attention to what your audience responds to. Refine as you go.
As Amy says, "You’re never truly done. Your brand story evolves as you grow."
And if you want a little extra help getting your messaging in place, applications are open for Take the Reins, my 6-month 1:1 coaching program.
Ready to build a business that meets your definition of success? Take the Reins 1:1 Coaching will give you a step-by-step roadmap to get there.
Links Mentioned In This Episode
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