You are beginning a career in which you rely on clients for income. Perhaps the realization has set in that you are likely launching this new occupation with no clients on your books? Despite this apprehension, there are ways you can grow your business and acquire customers in an ethical manner.

Clients won’t find you unless you take an active role in attracting them. Here are some tips from Bob Smith of the Pacific Coast Horseshoeing School and other farriers on finding clients.

1. Have Business Cards And Fliers Printed. You can have this done professionally or make them on a home computer and print at a local printer. 

“Your business card should be more than just a way to contact you,” advises Gina Keesling of Farrier Greeting Cards,. “It needs to tell a little more about you — perhaps that you’re serious about your work and belong to an association, you’re qualified and willing to take on corrective or therapeutic work or that you also do equine dentistry, horse training or ornamental welding. 

She also suggests that the back of the card state your policies on billing, schedule subsequent appointments or feature a quote that reflects your beliefs or values.

Concerning your fliers, make a memorable and unique title using a few carefully chosen powerful words. Potential clients will ask the question, “What’s in it for me?” Write your ad copy from the client’s perspective using the words “you” and “your.”

You don’t need to fill your flier with wall-to-wall text and graphics. Incorporate some blank space to make certain elements stand out and to make the flier easy to read.

Providing a free clinic on hoof care is a great way to introduce yourself to the equine community.

Anytime you are writing something for clients, don’t forget to proofread the copy. A small mistake might be large enough to lose you a client.

2. Visit Local Stables And Training Facilities. Introduce yourself to everyone from the business’s owner to the grooms. Ask if you can leave cards and a flier.

Don’t give the impression you are trying to take clients from farriers already working at these places.

3. Introduce Yourself To Local Equine Veterinarians And Trainers. Tell them about your education, qualifications and availability. Give them several business cards, as they could pass them along to potential customers.

4. Websites And Social Media. Creating a website is affordable and easy thanks to a number of online service providers. Before you create a website, think about the design when determining your intended audience. Establish a goal that the site would look professional and appeal to clients of the same caliber.

Make sure you have the drive and passion to follow through on what you dream up. A flat, abandoned website is worse than not having a web presence.

Create a Facebook page for your business or list yourself on Linked In. Make sure your business profile is separate from your personal page. Be smart about what you post on your personal page or become stricter on your privacy settings. Private pictures or posts concerning certain topics may undermine the perception you would like potential or current clients to have about you. Before you post anything online, think, “Would I be OK with my clients seeing this?”

5. Place A Sign On Your Shoeing Vehicle. Pay a print shop for a magnetic sticker — it can be easily moved if you change shoeing rig. Be prepared to answer questions about your business, as interested parties will engage you at unexpected times.

6. Advertise. This can be in a small-town newspaper, church bulletin, the Yellow Pages and/or a website like Craigslist. Determine your budget and advertise as soon as possible. Similar to advertising, look for the sites or print publications that feature farrier directories and have your practice added.

7. Join The Local Association. You will not only improve your hoof-care knowledge, but also meet farriers who could refer clients to you. Riding along with a more seasoned farrier may result in them passing along clients to you.

Volunteering at therapeutic riding centers lets you give back to the community, while meeting contacts.

8. Volunteer. Offer your time to places like therapeutic riding centers or equine rescue facilities. From doing hoof care or lectures, you’ll get your name out there. You will also gain the respect of the equine community.

9. Go To Equine Events. Attend as many equine functions as possible, from trail ride gatherings to breed shows. You may have the opportunity to replace lost shoes in lieu of an absent farrier. Give out your cards and post a flier. 

This is be another opportunity for you to provide a free hoof-care clinic. You may be educating your future clients on your footcare principles.

10. The Best Advertising: Word Of Mouth. Don’t just leave a business card after your first meeting — leave them with a good impression. This is why your behavior as a professional is so important. Keep good company: surround yourself with farriers who know more than you about shoeing and the conduct of a professional.