Guide to writing an advert when selling horses...

[R2R]

There seems to be so many questions regarding the writing of ads when selling horses... so I thought I would add some key point which work for me...and other people as I write their ads too, and then perhaps people can add other points and examples.

WRITING THE ADD.

- Keep it short - you are a small add amongst thousands of others. People don't want to read an essay!
- Keep it factual - people don't want to hear about your horses aversion to paper bags, or how you won the dressage at your local riding club
- Do not add unnecessary detail - minimalist is good, as it entices people to call you and find out more. Don't write a detailed essay so they form an opinion before they have even spoken to you!
- If your horse has a vice or issue which is worth stating, state it - at the end of the ad.
- Put the most important things first, so people read them before they loose interest...
- Think of your closing line as a summary of your horse, give the horse some personality, and close with WHAT THE HORSE CAN DO FOR THE BUYER. This is really important - target your market!

- When adding photos, people seem to like them so add as many as you can. As a rule... one head shot, one full body (tacked up if your horse looks better under tack!) one flatwork and one jumping (or whatever else your horse does well, endurance, hunting etc)

So a couple of examples would be would be....


"Horace" 16.2hh Dutch Warmblood gelding, 9 years old.

BSJA/BD affiliated.Competing at Newcomers and Elementary level, with numerous placing in the past year.

100% to shoe, box, clip. Wormers, teeth, vaccinations up to date.

Horace is a fantastic all-rounder, who would suit an ambitious amateur who wants a straightforward ride to enjoy and have fun on.

Open to any vet.

Has been seen to weave hence reduced price £8500




"Millie" 15hh cob mare, 12 years old.

Fantastic for all riding club activities. Easy to ride, and snaffle mouthed at all times.

Has competed in riding club showing, hunter trials, prelim dressage with lots of success. Great fun to hack out and on sponsored rides. Safe and sensible to hunt.

100% to shoe, box, clip. Wormers, teeth, vaccinations up to date. Lives in or out.

Millie is great fun, who would be a fantastic first horse for someone, or a great mother daughter share.

Has mild COPD which, when carefully managed, has no affect on her - hence price of £2000

 

[Divasmum]

I would also put the number of BD points and how much a horse has won bsja.

 

[Booboos]

I can see your point and the adverts are very clear and well targeted, but I have to say I like a longer more personal approach. It makes me feel that the person writing it knows and cares about the horse. I know this is a complete generalisation and probably unwarranted but I would prefer a longer, more personal ad.

 

[Pearlsasinger]

[ QUOTE ]
I can see your point and the adverts are very clear and well targeted, but I have to say I like a longer more personal approach. It makes me feel that the person writing it knows and cares about the horse. I know this is a complete generalisation and probably unwarranted but I would prefer a longer, more personal ad.

[/ QUOTE ]

Because I am very cynical, I always think that these longer ads are written by dealers, who very likely hardly know the horse. I was very suprised yesterday when following a link on here to read an advert by a member who is openly a dealer which was very long-winded. Although I have no reason to mistrust that member and the horse looked a nice type I would be very loath to respond to that kind of ad, especially if I had never read any of her posts on here. I also am very put off by all the ads which explain why the photos are poor. Were they really in such a rush to get their ad on-line that they couldn't wait until they had taken some decent photos?

 

[cptrayes]

I would say - remember that your ad is not to sell your horse. Your ad is to get people who might want to buy your horse to contact you to talk to you about it, and to stop obvious no-hoper calls. The more you say, the more chance that you put people off before you get a chance to sell the idea of them coming to see the horse.

Use only great photos, anything else will just turn off potential buyers.

 

[Booboos]

[ QUOTE ]

Because I am very cynical, I always think that these longer ads are written by dealers, who very likely hardly know the horse.

[/ QUOTE ]

That does make sense as I am a total sucker for a con artist!!! If we're looking for a builder, etc. and I like someone he is guarranteed to be a total thief!