Using a Marketing Plan to Promote Your Practice

Strategic planning combined with outside resources can help promote and grow your farrier practice

Farrier Takeaways

  • We all have biases and likely aren’t aware of them. Don’t take a bias against you personally. Instead, work hard to overcome it by building a plan.
  • Marketing should be an execution of your business plan. 
  • Don’t assume public relations agents are expensive. Many work on a sliding scale based on their client’s needs and income.

There is no argument that farriery is a male-dominated industry. Being female is part of my experience as a farrier.

To give you a bit of context, in Aus­tralia we have trimming schools filled with female recruits. In our farrier schools, of which there are only six, we’ve had a total of four female apprentices over the entire 4 years of study for the country. So in Australia, as a female farrier, I’m rare.

There are biases that may put you at a disadvantage. You might be too small, or too big, too young or too old. We’re more complex creatures than just our gender, and my solution isn’t one-size-fits-all. In many respects, biases can present challenges to launching and maintaining a farrier practice. I believe the solutions that I applied to my situation also can be applied to the difficulties any farrier might find in a career. 


If clients can’t find you, they have no reason to choose you over someone else …


There are many aspects of farriery that will challenge you mentally and physically. Becoming a farrier is all about developing grit. But if you stick at it long…

To view the content, please subscribe or login.
 Premium content is for our Digital-only and Premium subscribers. A Print-only subscription doesn't qualify. Please purchase/upgrade a subscription with the Digital product to get access to all American Farriers Journal content and archives online.

Rachael kane

Rachael Kane

Rachel Kane is a farrier based in Yarra Valley in Victoria in the southeast corner of Australia. 

Top Articles

Current Issue

View More

Current Issue

View More

Must Read Free Eguides

Download these helpful knowledge building tools

View More
Top Directory Listings