What’s in store for today:

• Story: Steve Ross Reining Horses & Business Academy
• Framework: Solve a different problem
• Writing Prompt: What’s a problem my target audience has that I can solve in a unique way, different from everyone else in my niche?
• Quote: read to the end to find out!

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Happy New Year!🎆

We made it to 2025! I must say, while I love the holidays, I always feel a sense of relief when they’re over.

I have my house to myself again, I can get back to a routine, and the stress of constantly having to run from one thing to the next slows down (a bit).

A new year often brings about a new perspective. Time to refocus on ourselves, our loved ones and our businesses. If you’re feeling stuck after last year, it’s ok. You’re not alone.

This year’s going to be different — it’s time to really think outside the box!

Good things happen when you take a fresh look at an old problem.

That said…

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Here’s this week’s Western Writing Weekly:

📕Story:

NRHA trainer Steve Ross makes $5M+ in annual revenue.

Here’s what you probably don’t know:

When Steve first started in the horse business over 47 years ago, he was just like every other horse trainer - riding 2 year olds and barely surviving.

His income was similar to those flipping burgers at McDonalds.

But just a few years later, he:

• had the high seller at sales in two disciplines
• became an announcer for major western performance horse events
• became a judge and part of many performance horse selection committees

How did this happen?

Well for a while, Steve tried to find success doing typical horse trainer things:

• breaking 2 year olds
• charging less than his neighbor for board and lessons
• showing horses rejected from more successful trainers’ barn

Until one day, he realized he wasn't the best horse trainer, and never would be.

And there's only two ways to compete with people better than you.

𝟭) 𝗖𝗵𝗮𝗿𝗴𝗲 𝗟𝗲𝘀𝘀

Naturally, this is a great way to go broke while being overworked. But, you can get clients that aren't willing to pay the bigger fees of your competition.

𝟮) 𝗦𝗼𝗹𝘃𝗲 𝗔 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗣𝗿𝗼𝗯𝗹𝗲𝗺

His gameplan:

All his competition was solving the problem of "my horse kind of sucks, and I want to make him better".

To set himself apart, he decided to instead solve the "I want to sell my horse, but don't have time to prep him" problem.

So Steve does the EXACT same thing as his competitors, but he PACKAGES it differently.

What he offers:

• Boarding (same as they do)
• Promotion Package: This includes training as well as promotional material like videos and professional pictures (this sets him apart)

He's doing basically the same work as the best trainers in his area, but because he gets a bonus for every horse that sells, he gets paid just as much... without competing with them.

As you can probably guess...it worked.

Today, Steve has risen to a wild level of success—way beyond what he probably ever thought possible.

• multiple profitable businesses
• world-renowned announcer and judge
• creator of the Equine Entrepreneur Mastermind, that helps other struggling trainers learn how to build profitable horse businesses

And the rest, as they say, is history.

I love Steve's story because it's the perfect encapsulation of what it takes to achieve success in an industry where "only the strong survive", but also shows how in order to be “lucky,” you need to put yourself in a position to receive luck.

Great reminder for anyone with big dreams.

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📝Framework: Solve A Different Problem

You just heard how Steve Ross took a problem his potential client had and packaged a solution in a different way than his competitors.

This created his ‘unfair advantage’.

It’s allowed him to make a great living doing what he loves, while not having to compete with those he knows are better than him. Win-win.

So how can you do this in your own business?

You start by stopping. What do I mean by this?

Most of us find it easy to see other people’s strengths, but hard to see our own. Therefore, we have a mindset of “once I have XYZ, then I’ll be able to build my dream business.”

However, this mindset is a recipe for success self-sabotage.

You must first stop focusing on others’ strengths and take the time to recognize your own. This will allow you to identify your unfair advantage within your local market.

Start by writing all your strengths and skills down.

From that list, compare the problem you’re trying to help your potential customer solve. Write down ideas of a unique (different) way you can package an offer that plays to your strengths, and also solves the problem. Then present it to your market and see what happens.

You can iterate from there depending on the feedback you get.

Essentially - you’re building a better mouse trap.

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✍️Writing Prompt:

What’s a problem my target audience has that I can solve in a unique way, different from everyone else in my niche?

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🗨️One quote to finish your week strong:

"Defeat is not the worst of failures. Not to have tried is the true failure."

• George Edward Woodberry

The act of trying is more important than the outcome. If you never show up and try, you'll never get what you want out of life.

Have a great week!

Enjoy the ride,

Charlie

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