Ask an Expert    Marketing Q. It's time to downsize my herd; I'd like to advertise one or two horses for sale. I've been looking at 'for sale' ads and wonder if some are more effective than others. Is there a tried and true formula for sale ads? A. This advice is courtesy of Western Horse Review's own advertising expert Donna Andersen: The most important aspect of all advertising is to include a good photo: clear, crisp and reflective of your horse's attributes. Remember - it's the horse you are trying to sell - be aware of what is in the background and take the time to get the right photo - a good, quality photo really is worth a thousand words. Keep the copy of your ad concise and as well written as possible so that it conveys to a potential buyer exactly who your horse is (bloodline). Be sure to mention the horse's accomplishments or those of offspring. For classified ads, don't begin with "For Sale." Come up with copy that will attract readers and hopefully prospective buyers. Most buyers also like to know your asking price. This will save you and them time spent on calls and offers that are not in line with either party's expectations. Finally, don't list multiple phone numbers and expect potential buyers to track you down. You should be reachable at your contact number - if not make sure you return calls promptly. When choosing where to place your ad, know the market the publication reaches. It should be one that will support the quality and asking price of your sale prospect. Balance the cost of the ad to the price you want for your horse; a valuable horse may justify a display ad rather than a regular classified ad - you'll be more likely to quickly attract the attention of the right buyer. Back to Top IMPORTANT DISCLAIMER: At westernhorsereview.com our 'Ask an Expert' page is not intended to replace diagnosis or treatment of your horse by your veterinarian or other professionals; westernhorsereview.com does not assume any legal responsibilty.