Welcome to the Neuromarketing series! Where brain science, psychology and marketing collide! In this episode, I’m digging into why that style of high-pressure, loud, overhyped marketing triggers a full-body cringe response and what’s actually happening in the buyer’s brain when they experience the “ick.” We’ll look at the neuroscience behind trust, cognitive dissonance, and emotional mismatch, and why some people fall for the hype while others run a mile. If you’ve ever thought “I don’t wan...
WARNING! This episode may bruise your ego, call you out and cause you to be wildly successful and stop acting like a hot mess in 2024! I'm taking no prisoners today! This episode covers how to stop moaning, whinging and thinking of yourself as a second-class citizen and start achieving all the things you want to do. The Equestrian Business Podcast has grown to be 2nd in "The Best UK Equestrian Podcasts" and I couldn't have done that without your help. If you'd like to catch up with ...
The cost of living crisis doesn't have to crush your business! It's time to break this narrative! Today's episode talks about why the cost of living is NOT going to drive your business into the ground, and if it is, its a marketing problem, not a cost of living problem. There have never been more millionaires than there are today. If you are still targeting people who can't afford your services... why? Why would you try...
It's better the hire no one than to hire the wrong one! Today on The Equestrian Business Podcast I'm joined by personal friend, Sophie Westerman. Sophie has 18 years of experience in recruitment for large companies. Sophie explains the ins and outs of how to recruit the right person for your business and make sure the whole process is cost efficient and how to make your job vacancy appealing to potential recruits. Sophie discusses the importance of offering value ...
You wouldn't-build your dream stable yard or barn without a plan... So why treat your business any differently? Even if you're already trading and you don't plan on pitching to investors, you need a business plan to make sure you're working efficiently and working towards and reaching your goals. Is it hard to write one? Yes and no. There's a reason professionals charge between £2000-25,000 for a business plan, it's a pretty important document. Does yours have to be a glossy 70-page corpor...
Go left instead! At some point in your life, you've definitely had a day (or a week) like I've just had. You know those days, you get out of bed, stub your toe on the bedpost, your phone didn't-charge the night before, there's milk in the fridge because your other half had the last of it, you get to the yard and your horse hasn't eaten his net and he's pulled his rugs down and shredded his new one, you spent the next hour checking him for colic symptoms, then he stands on your foot. There's ...
It's my first-ever Podcast! I'm so excited to share it with you! Thank you so much for tuning in. Today we're talking all about how to confidently increase your prices in your equestrian business. A lot of people overthink their prices, and in reality, no one puts that much thought into your prices, baring you and here's a handy little truth... 'For the sake of it' really is a good enough reason to put your prices up. We'll be talking about: - Why you don't need to justify your prices to an...
If your content feels all over the place, your offers aren’t converting, and you’re constantly second-guessing your marketing… this episode is for you. I’m breaking down the exact 3 things I’d fix first if I stepped into your business tomorrow and had to sort out your sales and marketing from the inside out. These are the foundational shifts I make with 1:1 clients and the truth is, they don’t require more time or effort. They just require clarity. In this episode, I’ll show you: Why yo...
IT'S BACK! The 90 day sales planner is back and free for the entirety of June! If you’re showing up, posting, maybe even launching — but the sales just aren’t landing this episode is for you. I’m exploring the real reason your marketing isn’t converting and why it’s not your pricing, your content, or your mindset. It’s that no one ever gave you a clear, practical structure for building a sales plan that actually works. In this episode, I’ll walk you through: Why your marketing feels lik...
If marketing your business feels harder than it should, you’re not alone and you’re definitely not lazy, you're not bad at your job or bad at business. In this final episode of the Brain-Friendly Marketing series, I’m flipping the script. We’ve spent 6 episodes talking about how to make your marketing easier for your customer/client’s brain to process. Now we’re talking about your brain, as a business owner. This one’s for you if you feel like you’re constantly playing catch-up, second-guessi...
You’ve got people watching your stories, liking your posts, maybe even messaging you… but not booking or buying... So what’s going on? Today, we break down the neuroscience behind buyer inaction why your audience might feel interested but still not take the next step. (And no, it’s not just about your pricing.) You’ll learn how the prefrontal cortex and amygdala work together to keep your potential clients in “freeze mode” when your marketing feels overwhelming, vague, or too mentally demandi...
The neuromarketing series: In this episode, we’re diving into the dopamine system the brain’s motivation and momentum centre and why your marketing might be falling flat not because it’s bad, but because it’s not rewarding enough for your audience’s brain to engage with If you’re an equestrian business owner and you feel like your content isn’t converting, this episode is going to change how you approach everything from Instagram posts to calls-to-action. You're going to understand the ...
Have you ever seen someone stub their toe and flinched on their behalf? This happens because of what we call mirror neurons! Mirror neuros play a big role in marketing, especially when it comes to making people feel seen, heard and understood. In this episode of Brian Friendly Marketing, we're talking all about how you can use mirror neurons in your content and copy writing to make people feel seen and build trust and the "me too!" effect. 🧠 In This Episode, You'll Learn: What are...
In this episode, we'll explore the psychology of trust. Trust underpins every sale you've ever made (or lost) So how do you create trust in marketing without being the loudest most extroverted person in the room? Building trust is so important in a high emotion industry like the equestrian world. Trust is a core fundamental surrounding our horses and the equine industry. 🧠 In This Episode, You'll Learn: 1. How trust and safety are neurologically intertwind Does your marketing make people fee...
If you’ve been feeling like marketing just isn’t working the way it used to, you’re not imagining it! In this episode, we dive into what’s really happening under the surface—from content fatigue to dopamine burnout, and how the buyer’s brain has changed post-2020. We’ll break down the neuroscience behind why people aren’t buying, what the modern brain is scanning for, and how to adapt your strategy so it actually lands. Whether you’re burnt out, baffled by your metrics, or just sick of doin...
This might just be my favourite episode yet! I sat down with Sophie Clark, Managing Director of Cavago, to talk about building a revolutionary equestrian app, scaling a global brand, and what it really takes to lead from the front in a fast-moving industry. Cavago is like Airbnb meets booking.com but also a management software for your equine business... From lessons to retreats, experiences to livery—you can list your services or book unforgettable riding experiences around the world. ...
If your marketing isn’t memorable, it’s forgettable. And in a crowded market, being forgettable is the kiss of death. In this episode, we’re diving deep into the neuroscience of memory, attention, and brand recall—so you can position your equestrian business in a way that sticks in your audience’s mind long after they’ve scrolled past. Here’s what we’ll cover: 🧠 The Science of Memory – How the brain decides what’s worth remembering (and why most businesses fail at this). 👀 Attention vs. Reten...
Ever wonder what makes someone go from mildly interested to throwing their money at you? Why do some buyers hesitate, while others hit that "Buy Now" button without a second thought? In this episode, we’re diving into the neuroscience of urgency, persuasion, and decision-making—breaking down what makes a buyer say “HELL YES!” and how you can ethically tap into that psychology in your marketing. By the end of this episode, you’ll have actionable strategies to make your business irresistible—so...
Are Trade Stands Worth It? Behind the Scenes of The National Equine Show with Liz Ormesher Trade shows can be a game-changer for equestrian businesses—but are they worth the investment? How do you make the most of exhibiting? And what does the future of trade events look like in a digital-first world? In this episode, I’m joined by Liz Ormesher, event director of The National Equine Show and BETA International, to discuss the real value of trade shows, how small businesses can stand out, and ...
"Why will make my business fail?” It’s the one question almost no one wants to ask but every business owner needs to answer. In this episode, we’re diving into why addressing the potential pitfalls of your business is one of the smartest things you can do—and how it can save you time, money, and a whole lot of stress down the road. I’ll walk you through the concept of a pre-mortem and how it helps you prepare for challenges before they happen, turning potential failures into opportunities for...