If you’ve read the first three articles in this series you will have by now written your advert. Next it’s time to add a photo (or several!) and if an online advert a link to a video.
A good photo is possibly the most important part of the advert to the point a fantastic photo with just a phone number could attract more attention than a text only fantastic add. The reason? Simply people can see what they could be buying and unlike words pictures don’t lie, or do they?! Well no pictures don’t generally lie unless photoshopped but a good photo can make an average horse look far more appealing.
So what are the important rules in picking a photo? If you are allowed only one photo you should include one of two shots either a) a side on conformation shot which should only be included if the horse has excellent conformation and a potential breeding prospect or b) an action shot from its chosen discipline. For an eventer this can be dressage, Showjumping or XC. It doesn’t need to have been taken at a competition but it does need to follow the follow rules.
Choosing a good action shot:
Dressage-
– on the bit and not behind the vertical
– tracking up
– uphill
– good stride length
– good quality and well sized horse within shot
– ears pricked or at least not flat back!
BAD: Although the horse is working well it is small in the image, zoom in and crop required!
GOOD: Working well at a competition and a clear well zoomed image
Showjumping-
– A fence of suitable size according to age and experience
– good technique including no dangly legs
– taken at moment of suspension so showing bascule shape
– no poles falling (sounds obvious but apparently not to all!) including in the background of the shot.
– decent take off point (even if over the fence you can still tell where took off)
– rider in ‘decent’ position
– preferably side on to show bascule or only if perfect timing head on.
– ears pricked or at least not flat back!
– good quality and well sized horse within shot
BAD: dark photo due to poor lit school, blurry and unflattering angle and point of jumping arc.
GOOD: the rare time a head on shot looks good. Pricked ears, excellent leg technique and a good bascule taken at just the right moment.
Cross Country
– A fence of suitable size according to age and experience
– An interesting fence. i.e. avoid rolltops but include trakenhers, ditches, water or steps etc.
– good technique including no dangly legs
– taken at moment of suspension so showing bascule shape
– decent take off point (even if over the fence you can still tell where took off)
– rider in ‘decent’ position
– preferably side on to show bascule or only if perfect timing head on.
– ears pricked or at least not flat back!
– good quality and well sized horse within shot
BAD: It can canter across a field, if you are going to use an XC photo include a jump! Plus zoom and crop (again!)
GOOD: side on showing great shape and technique over a large corner.
What is vitally important at this point now thinking you have a suitable photo is do you have permission to use it for advertising? Although you have purchased an image from a professional photographer that does not give you automatic right to use it for an advert as the licence you buy when you purchase the photo is normally for personal use only which does not include advertising. Most photographers will state on their websites whether you can use the photo for an advert with your current licence. If not clear or states for non commercial use contact the photographer to ask for permission. Most with a credit will allow you to use it free of charge with a credit presuming you are not a dealer. Some may try and charge up to £20+ for the right to use it. If you take the risk and use a photo without asking permission the photographer is well within his rights to bill you for its use at full price and if you refuse to pay take you to the small claims court. You might think they won’t bother but some will and it will seriously dent your credit rating as they will win without question and to a photographer protecting their copyright it is a point of principle protecting their income.
BAD: However nice the photo do NOT use watermarked photos as you are breaking copyright
If you don’t already have a suitable photo or you cannot get permission for one you want to use you have two options. Find a helpful fellow livery or friend to take some photos which hopefully one of will be suitable or hire a professional to come and do a photoshoot either at your yard or following you at a competition. Not only will you get advert photos but you will get some great candid photos of you and your horse that you can treasure once sold. Prices for photoshoots vary according to the standard of the photographer. A relative amateur may only charge £10-50 but will do no or minimal editing and give a low number of ‘great’ shots. A decent professional will start at a minimum of £100 for an hour’s shoot which will then include several more hours editing after with pricing then going up into the £’000s for your top quality professionals who will give studio worthy portraits.
BAD: However cute I never like to see a photo like this in the advert as it gives no useful info the buyer
If you have the option to include numerous shots you should continue to follow the rules above namely either a good action shot or a conformation shot. Don’t include more than one conformation shot and try not to include duplicate action shots. I.e. if dressage then a trot and a canter photo but not two trot. If showjumping not two spreads taken at the same angle and if crosscountry not two identical boring roll tops!
And remember more is not necessarily better. If you are allowed up to 10 photos but you only have 4 really good ones don’t include another 6 just because you can.
Video
A lot of sites now allow you either to embed or link to a video in your advert. A good video can be a fantastic selling tool if the following rules are followed.
– no longer than 5 minutes in length. Any more people will get bored
– show walk, trot and canter on both reins which should be on the bit, tracking up, level and not tense.
– lateral work age/experience relevant. I would expect even a 4yo to show basic leg yielding and a BE novice horse to show shoulder in and possibly beginnings of half pass.
– showjumping out of a good rhythm not hitting/knocking any poles
– XC galloping in a good rhythm, jumping feature fences (water, ditches etc)
– If something doesn’t look good don’t include it!
All photos © Katie Mortimore Photography
