Those who buy/sell or advertise a lot.....

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Ziggy_

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How do you write adverts that attract phone calls?

I understand that some types of horses will be more popular than others, ie I'd expect a coloured cob to sell more quickly than a chestnut TB or Arab mare. Also I know phrases like 'not novice ride' put a lot of people off but sometimes they are a necessity.. or are they? Also, I guess good pictures help, and advertising in the right place to attract the right market, but thats as far as I get.

So I want to hear from buyers, or sellers, what attracts you to an advert/attracts a lot of phone calls when you write an ad? Is it apparent honesty from the sellers, ie listing a few of the horses' bad points? Is it ads that portray the horse as brilliant or do people think 'too good to be true'? What phrases will help or hinder an advert?

I understand that this is a weird question and it all depend on the buyer and what they are looking for, but does anyone have any general guidelines?
 
I think photos are the single biggest advertising feature you can possibly have - which is why I am always harping on about getting the very best photos you can have of any selling horses.

I generally only advertise in higher-end Internet sites, although once in a while I'll just pop them in the local Internet site; generally fruitless though as my prices are significantly more than everyone elses ... mind you, in my opinion, my horses are significantly better in most cases.

None of my guys have vices so obviously no I don't put those in. I will say "suitable for whomever". Generally I just describe the horse and it's capabilities and provide good photos. If anyone wants further information then they can email me for the specifics.
 
Professional photos every time. Get a pro photographer out. Plait up horse, white bandages.Lots of action shots and standing shots.

Tried to take a short cut once as I had a very good horse for sale, thought, I wont bother taking photos, this horse can sell himself! But did not get a single call about him. So some time later he was not sold, so got the photographer out.As soon as I had the pro photos, advertised him on horsequest and in the first day we had 10 calls and he was sold in one week!
 
haven't sold anything myself, bought my 1st horse from an old boss but i do find myself shopping for other people a fair bit.
a picture is worth more than a thousand words.
it has to be the right picture tho, i've seen some shocking pics and that would put me right off a horse even if the ad sounded perfect.
also using the word 'parelli' is a bit off putting too
tongue.gif

oh and POA always screams 'mega expensive'
 
Another strong vote for good photos, particularly of the horse doing something useful.:) A conformation shot is good but only if the horse is stood up properly and looking its best, then some sort of very good action shot pertinent to whatever you're trying to sell the horse as. BUT it has to be a good photo of a good moment (no pics of a "dressage horse" not stepping under or not pulling its shoulder through or a jumper hanging a knee or looking unwilling). You might be able to get away without a professional shot but it has to be professional quality.

If you can't show the horse to its best advantage get someone who can and have it well turned out for the occasion.

The picture(s) should do most of your talking for you. Otherwise, stick mostly to the facts (brief competition record, stats, level of training etc.) Be honest but to the point. Some people go into huge detail about the horse's problems and by the end of it I wonder why ANYONE would want the horse.

Set it up so it's easy to read, not one huge paragraph with no punctuation. Proofread the copy and think "would I want to buy this horse?" (Btw, if the answer is no because of something in the horse not the description get it fixed - that's the first good investment!)

Remember, you're selling a product - make the horse look as attractive as possible without being dishonest. If I don't see the seller taking it seriously I'm certainly not going to take it seriously.
 
All of mine are for keeps but I worked for a year on a yard that sold loads. Always have a photo ad, colour if you can afford it.
A good tip for getting good pictures is to film the horse on a digital camcorder and lift stills on the computer, that way you have a choice of frames and can get the horse at the perfect moment.
You want the ^^ shape in trot in a nice balanced frame, and a nice tucked up jump shot (if it is advertised as able to jump). Personally I don't think canter shots come off particularly well.
I wouldn't put side shots on unless your horse's conformation is absolutely flawless, they aren't kind and if it isn't a really really good picture small flaws are amplified.
Make sure the horse and tack is clean and the rider is neatly turned out (no jeans, wellies, hat less etc - gives the wrong impression). Tack should be plain big bits and diamante brow bands will put some people off. Have as little background in your shot as possible and not in front of the muck heap/weeds/dodgy fencing (impressions again!)
In the advert we used to put size, type, age, sex and job. Little bit about manners and competition results. If it has good breeding you can mention the lines but not if it is tenuous sounds daft when they question you later. Don't forget the price and contact details. It is amazing how many ads don't have this basic info.
For example:
Eventer, 16h, KWPN Bay Mare, 6yo. Lovely little Mare who is easy to do. Good to box, shoe, clip and hack. Full sister to horse going Advanced. Placed PN now ready to N. Contact details and Price.
If the pictures are nice you'll get plenty of interest.
 
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