How To Write Compelling Sale Ads for Your Horses

Writing compelling sale ads is a key factor to successful horse sales.  When a buyer is looking for a horse, they are going to read the sale ad to determine if the horse will be suitable for their needs.  A well crafted sale ad can help turn lookers into buyers.  In this article I am going to lay out the two types of sale ads, how to masterfully write them, what to include in them, and what photos to display.

There are a million ways to write a sale ad for a horse, but in my opinion there are two effective ways to advertise.  The first type of sale ad is the teaser ad.  The teaser ad includes a brief description of the horse along with enticing pictures or a nice video of the horse.  When writing teaser ads, you want to include a few simple qualities of the horse, ending with a call to action.  Below is an example of a teaser ad.  (note: This horse is not for sale; just an example of an advertisement)

Information you need to include in a teaser ad:

• Name of the horse
• Height of the horse
• Breed of the horse
• Age of the horse
• Location of the horse

After giving the basic information of the horse, you will then want to describe his experience level.  In the example above, I included the horse has experience up to 1.20m jumpers in Europe and the US.  I also included that he has scope for bigger tracks.  If your sale horse is a prospect, be sure to include what you think their future potential is.  Make sure to be realistic in this area.  If you are selling an older horse who needs an easier job doing lower levels, be sure to include that in your teaser ad.

Next, briefly describe your horse’s traits, as well as what kind of rider your horse would be suitable for.  In the example above, I noted that the horse would be suitable for an amateur rider.  I also included a few of his traits; easy, quiet, snaffle mouth, no spook.  Note that all these things are positive descriptions.  When writing a teaser ad, you want to highlight your horse’s good qualities.  Even if your horse requires an experienced rider, try to keep things realistic yet positive.

For example, let’s say you have a horse who is on the hot side, and they definitely need an advanced rider.  You could write something like, “Sensitive and forward thinking ride.  Would be suitable for a professional, or an experienced Jr/Am working with a trainer.”  This is a positive way of saying your horse requires an educated rider.

The pictures and videos you provide in a teaser ad should give the potential buyer more information about the horse.  In the example above, I opted to include an attractive conformation photo of the horse.  That horse in particular is very attractive, and I wanted to show off his good looks.  If your horse is a great jumper, you should consider including an action photo of them jumping.  The goal of a teaser ad is to show off your horse’s best qualities in a brief advertisement.

Lastly, you need to include a call to action.  A call to action is an encouraging statement to contact the seller at the end of the ad.  In the example above I said, “Message us for more details on this pretty boy!”.  That is an inviting way to encourage your potential buyers to contact you.  Once you are in contact with your potential buyers, you can then give them more details, pictures, videos and other information about your horse.  Remember to be honest, inviting and positive about the horse you are selling.

The second type of effective sale ad, is the personal ad.  This is an ad that includes more detail about your horse, making the reading experience more personable.  In these type of ads, you want to include all the things you would include in a teaser ad, and then some.  In the example below, I go into more detail about the horse I’m advertising.  I am telling a story about my horse.  His history, his experience, his personality, and his suitability.  (note: This horse is currently for sale, subject to change.)

Personal ads are a great way to give your potential buyers a well rounded description of the horse.  Including more detail often will make your horse more “real” to your potential buyers.  You want to try to include some personal things about your horse’s personality to tug at people’s heart strings just a bit.

In this ad, I opted for one photo.  Notice I didn’t include any videos, or price.  The reason being, I wanted interested buyers to contact me, and get a conversation going.  Including a good call to action at the end of the ad will encourage your potential buyers to inquire about your horse.  That is when the real “selling” begins.

If you’d prefer, you can include price and videos in your personal ads.  This will insure the people who inquire are serious buyers, who have already decided your horse will be suitable for them.  If you don’t like answering as many questions via private messages, email, etc., this is the way to go.  When you exclude the price and videos of your horse, potential buyers are going to ask these questions over and over again.

Writing good sale ads for your horse’s can help raise the interest of a potential buyer.

A recap of what to include in your sale ads; both teaser and personal ads:

• Name, age, height, breed, and location
• A brief, or in depth description of your horse’s qualities
• Your horse’s experience level, and/or potential
• Stating your horse’s rider suitability
• A call to action

Whether you choose to write a teaser ad or a personal ad, remember to be upfront and honest about your horses.  This will insure you don’t waste you or your potential buyer’s time.  Remember to stay positive in your writing style, and include a call to action.  Happy writing!