04/11/2025
Here is what you are supposed to do, if you are to succeed on social media: be relentlessly, ruthlessly on brand. (I still only have a hazy idea of what that means.)
Down in the magic field, the red mare blinks and gives me her right ear for some very particular scratching. I sniff the precise spot on her muzzle where the very essence of her scent lives and think, for the thousandth time, that it is the sweetest smell in all the world.
Here’s what they tell you, the people who know how to build your business on the internet: you must identify a problem that people have, and endlessly talk about how you are going to solve that problem. Really every post should talk about that problem.
I wheel the slightly dented wheelbarrow to the dung and back to the muck-heap. Tern follows me, helpfully. I feel her sweet shadow at my back. Every so often I stop and give her a stroke and a murmur of thanks.
Yesterday, I heard a man say that absolutely everything has to be about messaging. You’ve got to be messaging, all the time. And you’ve got to post three times a day, with your messaging.
In the gloaming, I see Clova come back from a ride with the great-nieces and their mum and their dog. It’s like something from a fairy tale: the little white pony appearing out of the falling dusk, the smiling children, the beaming mamma, the gambolling lurcher. I feel an explosion of love go off in my chest.
For your online business, you have to build funnels and generate leads. Probably every day. (I have read this a lot. I still don’t know what a funnel or a lead is.)
I spend quite a lot of time in the afternoon congratulating Florence on having grown easily the thickest and softest and most velvet winter coat in the whole field. ‘Feel it,’ she says. ‘It’s very nice. You can give it a jolly good rub, just here.’ I give it a jolly good rub. I am a little bit weepy with love, because this is the horse who once used to leap away when I tried to touch her.
I think: don’t be snotty about all those business people with their incomprehensible business talk. Just because they know what they are doing and I don’t. I do want my fledgling business to be sturdy and resilient and real. I want it to see me into my old age. I’m proud I made it, from scratch, even if I’m not always messaging and building the brand and generating leads.
I did things with the mares which are not seen as the traditional, conventional way. The village is used to seeing me wandering about the woods with a dreamy thoroughbred, as if I’m walking a great big Labrador. They once gave me looks, but now they are familiar with the sight. I sing to the horses too, a lot of the time. People seem to have got used to that, too.
I think: maybe I can do the business in my own way too. I don’t think I’m ever going to be on brand, or on message. I mean, I’m not a total hayseed; I know there are things you must do. But some of them make my soul shrivel in me. So I expect I won’t be doing those.
We can choose. All of us. You and me and Bobby McGee. We don’t have to do things in the way that everyone says we have to do things. We can wear our rue with a difference. (Which is what Shakespeare said. And he, somehow, miraculously, seemed to know everything about the human condition.)
Yes, I really think we can.