Page 42 - IDHSNA 2016 Annual Blarney

First Impressions

First Impressions Are Everything in Horse Ads -

BY JULIE LANE AT CELTIC PRIDE FARM

how many buyers out there have eagerly started horse some lofty movement photos. Jumping? assuming the horse is of
shopping, only to find horses listed for sale that are an appropriate age, get some free jumping or under saddle pho-
covered in mud or doing their best camel impersonations? tos. and if your horse jumps and hangs a leg or otherwise does
my reaction is probably the same as that of any other potential something ugly, look for or take another photo to use. Photos are
buyer out there, click the red x and never give that horse a second literally everything when it comes to first impressions.
thought. JumPINg Photo selectIoN
for sale: top quality jumper, $15,000

If you are really serious sometimes you just have to pick the one you think is best,
about attracting buyers, and I’m honestly not crazy about either of these. of these
the only way to get two jumping photos, I would pick the indoor photo. even
that interest is to grab though the image quality is not as clear, the photo in the outdoor
their attention with a ring portrays him as sloppy with his front end.
compelling ad. make
them want to see more.
Who is going to fly to
see a horse that ap-
pears totally uninspiring? you generally have 150 or so words and
30 seconds to get that buyer interested.
so what’s the trick? here are some steps to get you started.

steP 1 – get gooD Photos. start with a proper conforma- moVemeNt Photo selectIoN
tion shot of a clean, tidy horse. find level ground and an unclut-
tered background. Pull the mane or braid it. Brush the horse,
head to toe. Put on hoof polish. Put on a nice leather halter or
bridle. make your horse look like the 10k horse you are market-
ing. once you have the conformation photo, ask yourself what
audience are you gearing your marketing toward? Dressage? get

coNformatIoN Photos, yes Vs No.

If I were trying to market a dressage horse, I would use the first
photo. the horse looks light in the front end and bridle; he is
tracking forward nicely, and looks happy and relaxed. as I know
this horse, the second photo does not show him at his best. his
stride is shortened, and he appears heavy on the forehand in the
picture.

40 IrIsh Draught horse socIety of North amerIca | 2016 aNNual BlarNey eDItIoN