Sales Advise #3 - A good classified text

Together with the photos and the title, an informative description of your horse is crucial for the success of your advert, since it allows the potential buyer to get a detailed impression of your horse. So pay special attention to the content and the wording of your ad - it will pay off!

Here are a few tips on how to use the descriptive part of your ad to your advantage:

• Start off with basic information. First describe your horse with its key features, e.g. colour, height, age, breed and gender. If your horse has a name already, mention it as well – it ads a personal touch.
  
  
• Describe the personality of your horse. Use well-worded sentences to characterise your horse. Is it calm and placid or rather spirited? Think about its attributes and always keep in mind that the potential buyer does not know your horse.
  
  
• Mention your horse’s strenghts and weaknesses. Highlight the positive attributes of your horse, like a strong trot or its reliable cross-country riding. Try to be precise and descriptive.
  
  Also mention your horse’s shortcomings. Is it difficult to transport? Does it have any allergies? Although there is no need to elaborate on your horse’s weaknesses in great depth, it is good to mention them in order to avoid unpleasant surprises. This will also make your description appear honest and trustworthy.
  
  
• Which experiences has your horse made? Depending on the age of your horse, its previous development can be very informative and important. For example, mention with how many owners the horse has been, where it has been stationed and in which areas it is used.
  
  
• To what extent has your horse been trained? You should dedicate a few concise sentences to where the horse currently stands in its training. The statement „The Gelding can jump and has received dressage training“ is not particularly informative. Instead, try using qualifications and tournament results to allow for an objective assessment of the horse’s skills and training.
  
  
• Where and when can prospective buyers view the horse? Include  the horse’s location into the description, i.e. by giving a postal address, the country and the region. This will avoid unneccessary inquiries. Also, mention when the horse can be viewed – are you only free on weekends, or can you be flexible?
  
  
• State your price! One of the most important criteria that lead to a purchase decision is the price of the horse. If you know the price you want to ask, state it in the description of your advert. Also mention whether this is a firm price or whether there is room for negotiations.
  
  
• Structure your text! Make sure your text is clearly laid out and well-structured. Make use of paragraphs and of the scope for design.
  
  
• Last but not least: be honest! Honesty is the best policy. Most riders are not looking for the perfect horse and will probably not fall for an advert that portrays a horse as flawless.

We hope that we could help you with some of our tips on how to optimise the description of your horse. Why not put them into practice right away, and benefit from more and more specific responses?