How to lose friends and alienate potential barefoot book clients (part 2)
This is the continuing saga that is the mistake I made in signing up for Sarah Bell’s free 10 pages of her book on barefoot trimming (for context, see here!)
After suffering through the aforementioned free 10 pages, then, to add insult to the injury that is wasting my time, she proceeds to send not one, not two, but three (so far!) emails with tidbits of information by way of marketing ploys and mind games. It’s not enough that I had to suffer through her “preview” but now she’s like a freakin’ poltergeist! -and not the loveable kind you find in movies of the same name! More like the irritating kind who steal your socks (they’re in cahoots with the washer/dryer tag team of evil).
Let’s take a look at some of the gems in her emails, shall we?
Email 1: Answers the much asked “who is High Performance Barefoot Trimming for?”. Apparently it’s for horse owners who have a stomach (“For horse owners who have a gut feel that sticking metal on their horses hooves is no longer an option”), those who want to cure lameness (all of which is caused by shoeing) and for people who want to save money. -hey! That last one is actually appealing AND makes sense! But wait! there’s more! Barefoot trimming is also for… oh no, sorry, she left that cliff hanger so you would click the link, go to her website and (drum roll please) buy her book!
Email 2: is on why barefoot trimming is so rare. Well, I for one think it’s a safety issue! I never go barefoot around my horse! Oh. You mean in terms of not shoeing your horse. Right. Well, in that case, Sarah feels it’s because “We have been so conditioned to believe that shoeing and all the problems that come with shoeing is just part of keeping horses.” She goes on to say that “We have also been conditioned to believe that our farriers know best.” -actually, I believe that (with a grain of salt) because they went to school and were specifically trained for this task. But wait! She’s “…not naive enough to suggest that barefoot hoof care is always easy. At the beginning it may not be. There maybe a bit of abscessing and a bit to learn.” It may not be? A bit of abscessing? ARE YOU KIDDING ME?!
Email 3: This one’s my favorite so far! It starts off a little slow with “the basic principles of barefoot trimming are simple. And the fundamentals of great barefoot trimming are fairly straightforward.” But then WHAM! Conspiracy theory! “There is a huge conspiracy out there to convince you otherwise. Stand guard at the door of your mind.”
[That last sentence brings to mind the following image: two of those card-guards, complete with heart -spear-weapon-thingys from the Alice in Wonderland Disney movie marching to and fro in front of a large, ornate wooden door to a gargantuan, pulsating brain]
I’m going to leave you with this gem from the third email as it proves that those crazy alchemists from the past weren’t so crazy after all! You see, if you spend the low, low price of $46.23 (converted from the advertised price of 28.99 pounds) Sarah promises “You are holding gold if you buy this book”.