Today, numerous means of advertising draft horses for sale are available to a breeder. Advertisements in market publications which serve breeders achieve greatest success if market research available is correct. Given this information, what should printed advertisements contain?
A good photo is worth a thousand words. Poor photos are the kiss of death. Draft horse breeders who successfully market their product ensure horses offered for sale are well represented in printed photographs. Photographs of horses must be honest representations. Never print photographs illustrating computer enhanced horses. This will soon be public knowledge. The negative publicity resulting reflects a horseman’s integrity.
Printed advertisements should provide readers with lead information. Cell phone and land phone numbers must be present, as should a breeder’s e-mail address and/or web site if available. It is important that a breeder’s postal address is included. Breeders, increasingly, fail to insert their postal address in printed advertisements. Many potential buyers consider this information essential.
Market research states it is important that printed advertisements contain the information listed. In the draft horse industry it is of double importance. While key players in today's draft horse industry, Amish communities have little or no access to electronic communication. So too, many buyers in the draft horse industry are from the old school. For one or more reasons, they cannot, or will not, employ electronic means of communication. Advertisers must be cognizant of these potential buyers.
Today, many colour advertisements are found in publications. While eye-catching, which is important, the background colours employed are often too dark. This makes it difficult, often impossible, for potential buyers to read the print. Essential information is clouded by dark background colours. It is important an advertiser’s phone numbers, e-mail address, web site and postal address are easily read. Who knows which of these leads will result in the sale of a horse?
So too, the information printed on horses offered for sale should be concise, yet complete. Tell it as it is. False advertising is suicide in draft horse circles.
At least that is how I see it.