The Equine Business Podcast · 2026-03-18 · 9 min
Key moments - from our scoring
Substance score
23 / 100
Five dimensions, 20 points each
Most equine business owners believe they have a marketing problem when they actually have a focus problem. Jenny Bush, the equine business mentor, argues that successful visibility comes from narrowing your approach rather than expanding it. Rather than attempting to dominate every platform - Instagram, TikTok, Facebook, YouTube, podcasts, email, events, and Google - entrepreneurs should identify their single ideal client (what Bush calls using a 'client lens'), understand where that client actually hangs out, and concentrate their efforts there. For service-based local businesses, this might mean tech shops, yards, and word-of-mouth rather than social media; for online services, it could be Facebook groups or YouTube. Bush emphasizes that 80% of generic social media advice doesn't work for equine businesses because the audience dynamics are fundamentally different. The key framework is: pick one main platform, one ideal client persona, one main offer, one support channel, and one conversation point per week. Buck also introduces her new Equine Business Reset Intensive - a three-session diagnostic and strategy program at £597 - designed to help entrepreneurs clarify where their inquiries actually come from before investing further in unfocused marketing efforts.
First, determine where your ideal clients are spending time by asking them directly or researching where similar clients congregate. Then track where your actual inquiries are coming from, and double down on that platform rather than guessing which ones you 'should' be on.
They often don't have a marketing problem - they have a focus problem. They're trying to appeal to everyone, be everywhere at once, and follow generic social media advice that doesn't work for equine audiences, rather than identifying their ideal client and concentrating on one platform where that client actually is.
Pick one main platform, one ideal client, one main offer, one support channel, and one conversation point per week. For local service-based businesses, this might not even be social media - it could be tech shops, yards, word-of-mouth, or partnerships with other professionals.
Identify your single best client (like Bush's example of 'Julie'), then write and create all content as if speaking directly to that one person. This naturally attracts similar clients while making your messaging clearer and more consistent.
It's a three-session one-to-one program with Jenny Bush consisting of a diagnostic session to assess your current situation, a strategy session to develop a focused plan, and a check-in call to review progress, available at £597.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode's core actionable content - focus on one ideal client, one platform, match platform to where buyers actually are - is real but thin and recycled. A significant portion of the 9-minute runtime is intro throat-clearing and a closing sales pitch, leaving very little net instructional content.
the real question is not like where should i post but the real question is actually like where do my inquiries come from where are my ideal clients hanging out
i want you to pick one main platform one main person that you're talking to one main offer per week and then one support channel and one conversation point
The advice is standard marketing 101 (customer avatar, don't try to be everywhere, repeat your message) dressed in equine metaphors. The 'Julie lens' is just 'ideal customer profile' rebranded, and nothing here is contrarian or first-principles.
you don't go out there to the whole herd try and round up the whole herd at once... you focus on that one you take it to the gate by the time you turn around all the others are standing behind you at the gate
probably 80% of those won't work for equine businesses
This is a solo host episode with no guest; the host is a niche coaching practitioner who self-reports eight years of experience but demonstrates no exceptional depth, and a material portion of airtime is a direct sales pitch for her own £597 package.
I've been doing this eight years now
this is called the Equine Business Reset Intensive... a special offer at the moment of just 597 so if you think that sounds really good please send me a message
The 'Julie' client example is the most concrete element but is anonymous, vague, and unsupported by any outcome data. No real metrics, named companies, conversion figures, or verifiable results appear anywhere in the episode.
one of my clients what we've been doing is we run everything through what we call a Julie lens because Julie is their best client Julie spends a lot of money with them
probably 80% of those won't work for equine businesses
This is a solo monologue with no guest, no follow-up questions, and no pushback possible; the episode meanders without structure and closes with an extended service promotion, which further erodes any instructional value.
Are you ready? Let's jump in.
let me know if you want that one as well i can record that
Computed from the transcript - who did the talking, and the words that came up most.
Most equine business owners think they have a marketing problem. They believe they need to post more on social media, show up everywhere online, and constantly create new content just to get clients. But here’s the truth… You probably don’t have a marketing problem at all. In this episode, Jenni Bush explains why trying to market everywhere is one of the biggest mistakes equine business owners make - and what you should focus on instead. You’ll learn how to simplify your marketing strategy by identifying: • Your ideal client• The one platform that actually brings inquiries• How to stop marketing to everyone and start attracting the right horse owners Jenni also shares a simple visibility framework you can use to make marketing easier and more effective in your equine business. If you're tired of spinning your wheels on social media and wondering why it isn't converting into clients, this episode will help you refocus on what actually works.
Transcribed and scored by The B2B Podcast Index.
Now, this is a tricky one because most endpoint business owners come to me and they're like, I know I need to market. I know I need to do better with my social media. I need to get out there. And you don't have a marketing problem.
And we're going to talk about that today. We're going to talk a little bit about where you show up online to get clients in your equine business, no matter what type of equine business you run, whether you are offline, online, services, products. We're going to talk a little bit more about that. And we're going to talk about what to do and why I don't think you've got a marketing problem.
Are you ready? Let's jump in. You're listening to the Equine Business Podcast. Practical business support for equine business owners.
With Jenny Bush, the equine business mentor. Today we're going to cover a question about where you need to actually be showing up to get clients in your equine business. Because this is something that a lot of business owners come to me and they're like, I really struggle with marketing. I really struggle with marketing.
And there's a few reasons why we struggle with marketing. The first reason I see a lot as to why people struggle with marketing is they just don't like to be out there. They just don't like to be the center of attention. They don't like to put themselves out there.
They hide away in their businesses. They don't take the time to learn what you need to be doing in order to promote yourself on social media. Marketing is a skill and it requires a little bit of understanding and awareness. But most importantly, it requires you knowing who your ideal client is, where they are, and what you need to say to take them from somebody that's spotted you online into a client.
A lot of the problem is focus. So there's a focus on what I'm trying to appeal to every single person, every single horse owner in the UK. And then they wonder why that doesn't turn into any clients. And then they're also trying to be everywhere.
They're trying to be on Instagram and TikTok and Facebook and emails. and they're trying to do events and YouTube and Google and podcasts. And they see people like me and go, oh, yeah, Jenny. Well, Jenny's on Instagram, Facebook, TikTok.
She does a podcast. She's on YouTube. She's on Spotify. And she's got a Facebook group.
And they're like, I need to do all of that stuff, right? And you don't. You do not need to do half of that stuff. I do a lot of it because I've been doing this eight years now.
And before that, I also had another business where I was doing a lot of stuff online. So I'd already developed a lot of the skills that I needed. So it made it a lot easier to be in more places at once. But you do not need all of them What you need to do is find the one the one place And so we going to really focus on just one thing So I want you to focus on one client one client that you want to speak to all the time And it'll be like, I want to speak to this.
It's like, no, what is your goal right now? So I need to really think about this right now. What is your absolute goal when it comes to your marketing? Are you trying to get more good clients, like a better caliber of clients?
Are you trying to get results? I want you to talk to that. yeah basically so one of my clients what we've been doing is we run everything through what we call a Julie lens because Julie is their best client Julie spends a lot of money with them Julie books lessons Julie does all sorts of stuff she's she's investing in herself so every time they put something on Julie books in so it's like I want you to talk to Julie and only Julie in everything that you do so when you write something you're writing it as if you're writing to Julie when you're talking and you're doing a reel you're doing a story you're talking as if it's going through the duty lens you're telling people that this is the caliber of client you've got that this is what you're trying to achieve and you speak to that one client now trust me the others will fall in they will fall in line they will follow along this is the way you catch a horse isn't it you don't go out there to the whole herd try and round up the whole herd at once unless especially on your own you did end up killing yourself you would go out there and you find that one that you need to catch that's the easiest the easiest one to catch you focus on that one you take it to the gate by the time you turn around all the others are standing behind you at the gate and the same is with your marketing so really focus on who it is you are trying to appeal to who is your best ideal client who is your perfectly positioned client that's who we're going for then we're going to think about getting rid of the bee everywhere we're going to match the platform not just to your business model we're going to match the platform to your ideal client so if you are local service based your marketing platforms might not even need to be social media.
Your marketing platforms could be tech shops or yards or actually using other physios and increasing word of mouth or something like that. If you're doing online servicing, you might be thinking, okay, where are the people that want online services hanging out? Are they in local Facebook groups? Are they on Instagram?
Are they on YouTube or TikTok or whatever? Because your visibility strategy should actually match how people buy from you where people are But you can do that if you don understand when your model and who you trying to reach and understand your client like where are they Now, actually, for a lot of my clients, Facebook, they still get most of their results from Facebook. They get most of their results through their Facebook profiles, their Facebook pages. And when you set it up properly, so that actually takes people to the right places.
And there's some very simple strategies that you can use to make sure that your page is optimized and your profile is optimized so that it leads to business for you um that's probably a whole nother lesson there's a whole nother podcast episode let me know if you want that one as well i can record that but you need to make sure that you're really looking at the numbers where are people coming from you're asking people and double down on that now for a lot of other businesses you don't need to do it like there's a lot of people especially when i was recently in the international show they're like oh social media i don't want to show my face i hate doing it it's like well do you need it and that is the first question like do you really need it does it make a difference does it make a difference to you do you need it do you need help with the strategy do you need help with learning how to do it you can buy another course till you're blue in the face and i'm telling you this is somebody that's probably taking more social media courses than um i've had riding lessons i think now in the last year definitely in the last year but i'm always looking at what people are teaching on social media I'm always looking about like what's changing and I can tell you that probably 80% of those won't work for equine businesses they just won't people don't get your audience your audience isn't the same as somebody that wants to have all this Instagram lifestyle stuff sometimes so you've got to understand that and go right do I need this do I want this does this make a difference and if you've got a good strategy in place you'll see that quite quickly but it always should match how people buy from you where they actually are and what you need to do so the real question is not like where should i post but the real question is actually like where do my inquiries come from where are my ideal clients hanging out and if you don't know that's the issue if you can't answer that question that's where you need to start you need to go and ask your ideal clients or you need to do some research and find out and the great The main thing is there's so many ways we can do the research today.
And if you need help with this please reach out to me And I probably got some things that I can send to help you to do that but it like where do most of my inquiries actually come from that where I need to be first the rest is all later down the line or if I feel like I want to do it or if I enjoy it so you need to have a weekly visibility rule so again so think about this so I want you to pick one main platform one main person that you're talking to one main offer per week and then one support channel and one conversation point that's like five yeah and stop there so main person main platform one support channel one conversation point one offer and that's what you're talking about and everybody's like oh but i feel like i'm i feel like i'm like a broken record i'm saying the same thing over and over and over and over again and i'm afraid that's how it feels sometimes and that's totally okay because that's what people need people need to hear what you do over and over again so they can remember it because we need to say something to somebody once they won't remember it when you say two or three times, they'll start to remember it.
And then they start to say your words back to you. So don't be afraid to feel that like a broken record. So in the collective, this is something I get very clear on with my clients and something that we can do to help you, especially going through the stable foundation system. But one of the things that I'm recently launching is a little three session one-to-one with me.
So this is called the Equine Business Reset Intensive. And this is a series of three calls with me. So the first one is we do a lot of diagnostics. so we understand where you're at what you need to do we ask some really specific questions so i can help to work out and help you to diagnose what's going on what we need to do the second call is where we go into the strategy in a bit more depth and we're actually going to work on what we pulled out from the diagnostic session and then the last one is like right we check in we see where we're at and everything else if you would like some more information on that or if you're like jenny that sounds perfect for me because it's not a big commitment it's not having to work with me for 12 weeks is not having to say I'm going to join the collective I'm going to show up every single week these are just three calls that we book in at your calendar at a time that suits both of us and we crack on with it and that is a special offer at the moment of just 597 so if you think that sounds really good please send me a message send me an email hello at jennybush.
com and I will I'll get back to you on that and we'll get you booked in so again if you're spinning your wheels trying to be everywhere might just be time to narrow the lane focus on the things that matter the most. Stop trying to beat yourself up. Trying to be everywhere. I hope you found this useful and I'm Jenny Bush and I'll see you really soon.
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