Now it's time to compose your ad. The first rule of advertising is honesty. You don't have to mention every bad thing your horse has ever done, but what you do say should be true. Nothing discourages a buyer faster than feeling that a horse has been misrepresented.
The second rule is to use correct terminology and spelling. Incorrect usage reflects poorly on your overall knowledge and experience. Certain common mistakes could dismiss you in the minds of serious buyers-the spelling of "temperament," and "conformation," for example, and terminology such as "by" and "out of" when mentioning a horse's sire and dam.
Writing the text of an ad requires a combination of clear communication skills and good marketing savvy. Include all the basic information-age, breed, height, color, sex. Mention discipline and potential, and highlight exceptional traits, accomplishments or bloodlines. In a world dominated by novice riders, it is always worth mentioning an exceptional temperament. State important limitations.
Including price is optional, but I have had people tell me they just won't call if there is no price listed. You might try it both ways to see which is more effective for you, if your budget allows. List contact information (phone number or e-mail address), and you are ready to roll.
If your horse's value justifies the expense, a regular display ad with one or two photos will have much more impact than a classified ad. If you are going to make that investment, the photos should be good. Have your horse clean, and braided, if appropriate. You are selling a sport-horse athlete, and that should be clear from your photo. A standing pose for a sport horse is the traditional "open" position. Allow the neck to arch, and the head to reach forward, not up. Photos of movement should show athleticism and engagement. Under-saddle photos should be good representations of the discipline for which the horse is being sold.
You can take the photos yourself, but if you don't have the experience, hire a professional. Make sure the photographer knows that you plan to use the photos in advertising, and find out the cost and credit requirements.
A display ad also gives you more options with text. Size of type and arrangement become part of the visual impact. Here, less is usually more. A few key words, prominently displayed, will get attention better than lots of small type, and for larger sized ads, you'd be smart to hire a professional graphic artist or designer.
If your horse is a quality dressage prospect and your ad is eye-catching, honest and placed in front of the right people, someone will buy her and give her the home you'd like her to have.
Anna Goebel publishes Midwest SportHorse Journal and The National Sport Horse Sales List.
