Writing a Good Sale Advert for Your Horse
The Essential Components that will Get You the Right Responses
Nov 4, 2009
Many people find selling their horse very hard indeed. The owner can feel guilty and upset about letting go of their pet, and anxious about securing a good home, or under time pressures to place their animal because of the ongoing costs. Constant calls from unsuitable parties only add to the stress, but without the correct information in an advert, are unavoidable. Try to ensure that you have included the following:
Present the Facts
A good advert should always include the most basic facts about the horse for sale; height, sex, colour, breeding if known and age. Even if you think some of these details should not matter, chances are they will to a high percentage of buyers and could be a deal-breaker for many. Some people are completely averse to buying mares, a horse under five, or anything grey or likely to grey out! Height is an obviously important factor, people looking for a ridden horse need to know if the horse is big enough for them, but incredibly, it still often gets missed on adverts. Include all the facts and eliminate the people looking for something different before they even pick up the phone.
Don’t Assume Everything is Clear from the Photo
It is important to include a good quality photograph, but don’t assume that the photograph will carry enough information for the buyer and so avoid stating any of the most essential facts we have mentioned earlier. Colour is just one example. Reproduced photographs may not be the clearest and may have some strange colour shading depending on print quality. Always state colour and sex alongside other facts and leave nothing to chance. Best not have people ringing up on the off chance that the iron-grey mare in the picture could actually be a black gelding.
Make the Most of Every Word
Most sale adverts must be short, or get more expensive with increasing length, so you need to include the most essential information. Along with the basic facts this should include what your horse can do and what it can’t if relevant. It sounds harsh but the buyer doesn’t really need to know your horse’s name, favourite treats and the fact that it has a cute spot on its nose. They can learn these extras if they decide to visit. They need to know if the horse has the skills they are looking for. Make sure you list the horse’s CV in terms of the jobs it has done e.g. hacking, schooling, jumping 2ft or 3ft courses and attending pony club camp. This catches the eye of anyone seeking the perfect partner for specific activities they have in mind.
Emphasise Positive Qualities
Make sure you emphasise the horse’s positive points and don’t underestimate the value of small things you may be taking for granted, so always mention if it is easy to catch, load, shoe and handle. These can be very desirable features for many buyers. If it is a solid steady character that is happy to be ridden out alone and doesn’t spook it may be much in demand even if jumping is not its forte. Play to your horse’s strengths. Don’t try and sell a fairly plain pony as a future showing star if it is the sweetest, calmest, most sensible character anyone could wish to handle or sit on - it is clearly a perfect first pony and many parents will be anxious to get their hands on it for their children even if it will never take first in a beauty contest. Promote it as that.
Acknowledge Limitations
If injury has restricted your horse’s activity and it can’t jump, you need to mention this. If it is not a suitable first horse, say this too. If it is very handsome but scars would dent a showing career, state the horse is blemished. There is little point in glossing over your horse’s flaws. Yes, this is a sale ad, and you do need to emphasise the horse’s attractive qualities, but you don’t want anyone to waste their time and yours by travelling to see your horse and discovering that it is not suited to the work they have in mind. Outright deception can never be recommended- you are likely to get caught out as most buyers will have the horse vetted and even if they don’t, and take the horse, you could find yourself in court if the horse is not suitable for the purposes you claimed it was.
Choose Your Medium
Whatever site, paper or magazine you are considering advertising in, look at some copies first. Check prices to advertise and the kind of horses that are being offered for sale. If your horse is not particularly valuable or has done very little and can’t demand a good price on that basis, free papers and local press may be your best medium. This protects your marginal profit and few people will be willing to pay a lot to transport a horse that does not have very special qualities long distance, so the horse is most likely to be sold locally. A top performer or a potentially excellent breeding animal may be better sold in regular national magazines, and worth paying a fair sum for a good advert in these publications. This may secure more enquiries from wealthier prospective buyers who could offer you the highest possible price.
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