Quarter Horse Stallion Advertising: How to Catch the Mare Owner’s Attention

I dream of breeding a World Champion Quarter Race Horse. As I begin my quest to find just perfect stallion to breed to my mare isn’t this my ultimate goal? So as I’m perusing the stallion directories, ads and online what exactly am I looking for? Do I look at the statistics? Maybe. But first you have to catch my attention with the emotional pull of the possibility to breed the winner of the 2016 All American, Los Alamitos Two Million or whatever Futurity I’m longing to win.

So your full color, full page ad or above the fold (part of the screen that is visible without scrolling) on your stallion’s Web page is the bait that will hook me and reel me in to take a closer look.

So as a mare owner what do I look for in a stallion? Since my grandpa raised Raise A Secret most of my mares are daughters of his sisters so I will research what crossed well with him and his daughters. I have one mare that is not of that line that I would, very sentimentally, like to breed to a son of Raise A Secret. Once this is done I start browsing ads and surfing the Web to see what I can find.

An Emotionally Compelling Headline as Bait

A headline that evokes emotions will draw me in. Now I need to be able to easily find the information I need to make my decision. I like to see a clear, uncluttered photo so I can see if the stallion has confirmation that will balance out any conformational weaknesses in my mares. And of course I will look at the statistics which can help to make me believe that crossing on that stallion will help me to produce that World Champion Quarter Race Horse that I dream about.

The ad on the right from the Lazy E is very emotionally compelling.

Social Media for a Consistent and Authentic Presence

Another way to grab my attention is through social media, Facebook is what I’ve found to reach the most people right now. Once you have established a good base of “friends” build a fan page for your farm and one for all your stallions. Then ask your friends to “like” the pages and start posting. Posting two-five times throughout the day will give you the best reach. But don’t just post, try to engage your readers in conversation and then join the conversation.

Your posts to Facebook can include photos, videos or just text. Make your farm and your stallion seem authentic by posting about yourself and the personality and disposition of your stallion. Show some video or photos of him playing in his paddock. Make it personal so breeders will identify with him and your farm.

Chad Hart of Hart Farms has a good start on this. I’ve seen several postings similar to the one to the above saying that one of the stallions has sired a colt or filly who has qualified for a major race.

As a stallion promoter you want me to believe that crossing on your stallion will produce the next big futurity winner or high seller. Catch my attention with the emotional bait that will hook me and reel me in to take a closer look.

That’s my quarter’s worth. Let me hear yours by leaving a comment below.