WRITE IT RIGHT! writing ad copy for equestrians

WRITE IT RIGHT

By Catherine Sampson

Whether you are writing an advertisement copy to sell some tack, or preparing a resume applying for barn help, grammar and spelling matters. This is a consumer and employer market today with everyone vying for the best value for the dollar and the best employee for the job. Putting your best keystrokes forward presents a professional and credible appearance to the audience reading your advertisement or resume. Remember, they can’t see or hear you so the written word is their only connection to you the seller or applicant. It is your critical introduction to the prospective customer or employer you are attempting to attract. First impressions can be lasting ones; hopefully for the better.

What to Avoid

Stay away from the commonly used misnomer “bomb proof.” There is no such living animal. Instead substitute words like “quiet”, “calm”, or “sensible” 

Strictly limit the use of acronyms. Not everyone knows the meaning of these. It can be a definite turnoff and buyers will just ignore your advertisement. Remember, you are not texting or twittering. Spell it out for all to comprehend. You don’t want your message to appear in code.

Proofread and proofread again for spelling and grammar. The most blatant errors occur when the wrong word is used. For example a writer will use the word “confirmation” when then really mean “conformation.”  Others might include “bread” instead of “bred.”  The list goes on, including spellings that don’t even exist in the English dictionary.

Have someone else proof your copy. It is never a good idea to just proof your own work. Don’t rely on spell check to find your errors!  These programs are not failsafe. Authors can miss things and do. Authors will often subconsciously read what isn’t there or perhaps should be there. You don’t have to hold a university degree in English to write well. You just need to review the rules of good grammar and spelling that were taught in grade school.

Always accent the positive, especially if the product is a horse. Stay away from negativism as it can be construed as a faulty product. With that being said, be honest in your descriptions. Choose your words carefully. For example: “requires an experienced rider.” This is a red flag. It can be mistaken as nervous or unsafe. It may also portray a horse that is difficult to handle, spoiled or dominant. Instead try describing as high level performance horse or something similar that accurately describes the animal and its suitable future rider.

Job Applications

I can’t stress enough the need to proofread. It is imperative when preparing a resume and covering letter. When in doubt, use a dictionary to confirm the spelling and word intent. Studies have shown that employers reject more than ninety percent of all resumes that contain spelling and grammatical errors. These error filled applications are filed in the wastepaper basket as a waste of time. To the employer, it portrays a lack of thoroughness and attention to detail on the part of the applicant. This lack of care in preparing a resume and covering letter can be a treated as a precursor to an applicant’s future work habits.

Always include a covering letter when applying for a position. It is your opportunity to relay to an employer your attributes and experience as it relates to the position offered. It also creates a positive introduction. If you are sending resumes via the internet, never send out resume letters using a multiple distribution list. You must keep the letters personalized. If a prospective employer sees that you have sent your resume to umpteen people, they will most likely push the “delete” button without ever opening your resume.

Keep your writing relevant. Other skills and educational achievements should be noted in the resume but may not be pertinent to the position. Be prepared for reference checks. Include character references and employer references. Almost all employers will do background checks, even if you are applying for a part-time job mucking out stalls.

How to Write and Illustrate

When writing your advertisement, decide what are the best attributes of the item you are offering for sale? Organize your points of interest. Write with flair. Make it attractive and enticing for the buyer to read further. Review your copy for content and accuracy. Would you purchase the item if you read the advertisement? If you are unsure, then your advertisement is flat and lacking a grab line. Start over from scratch.

If photos are allowed in your advertisement – take advantage of it and post a quality picture. Only upload a photograph that is complimentary to the item or horse you are selling. Take special care in noting the background detail in the photograph. A beautiful horse standing in front of a manure pile, junk yard or broken down fence sends a double message.

Those elusive ears forward make the best pictures, as well as a horse standing square and balanced without tack on. In hand show pictures are the best. Tack detracts from the horse you are selling. It may also be taken by some viewers as though there is something to hide about the conformation of the horse. Be critical of the photographs you are using to advertise. Use summer photos whenever possible showing the horse in a sleek polished coat. Again, if the photo doesn’t look professional, all the flattering words you have written about the subject matter in the photograph are lost on that poor image. Most people are strongly inclined towards image stimuli. Make certain the word and image are blended harmoniously for the most pleasing advertisement copy you can create.

How to Market

Market your item, horse or skills just like any other product being sold to consumers. Don’t rely strictly on emotion to attract attention. Sob stories, albeit maybe true, don’t necessarily translate into success. Everyone prefers a good ending. Even if you are trying to find a home for a horse and are offering it at no cost, write your plea in a positive and encouraging manner.

If the animal has known health or personality quirks, be honest and include them in your copy, but be careful not to dwell on them. Again, write about the positive aspects of the horse you are promoting.

A case in point: a pony has had a history of laminitis but is sound at the present time of selling. Create an advertisement that lends credibility to the seller in being honest about the pony’s past health. Offer to prospective buyers that you are not opposed to radiographs being taken by a veterinarian at the buyer’s expense. You can also educate prospective buyers on the special needs care of a laminitis horse or pony. This eliminates any doubt in the consumer’s mind that they are dealing with an honest seller who only wants the best home for their pony. Accentuate what is good about the pony: gentle nature, good with children, veterinarian, farrier etc.

In Summary

Now that you have these tools in hand, you will be able to write with good literacy in attracting the highest dollar for your product. You will no longer limit your buying audience. You will be able to reach a larger more lucrative consumer by portraying yourself and your item in a professional manner. You will have created an air of confidence for buyers to purchase from you in future transactions. Write it right and you will be successful.

NIGHT MARE ON A ROAD

NIGHT MARE ON A ROAD

By Catherine Sampson

The sun has set quickly this evening in late March due to a heavy cloud cover in the sky.  A driver cruises along at the 80 kilometers speed limit as her vehicle climbs a steep long hill.  She is in good spirits on her way to a family celebration.  The car is accelerating as it approaches the crest of the hill attempting to maintain speed.  On the road just ahead, three dark bay mares stand blinded and momentarily paralyzed by the vehicle’s high beams.  They bolt.  In fractions of a second everyone’s life is changed forever.  One horse lies dead on the shoulder of the road.  Another is injured.  A third horse escapes the mayhem.  The driver lies critically injured in her van before being airlifted to a hospital trauma center.  Her passenger miraculously is spared serious harm.   A few days later the innocent and unsuspecting driver eventually succumbs to her injuries.  She leaves behind a family and friends that will grieve her loss.  The horse owner is riddled with guilt, shock and grieves too.   

This is a sad but true story.   I know because I witnessed the aftermath and assisted police in securing the remaining two horses. 

Capturing injured and halterless horses in pitch blackness is a hazard in itself.  Stumbling through a plowed field and quietly approaching these terrified horses with soothing voice and outstretch hands was difficult.  Left to our own horse training experience, the police returned to the scene of the accident and kept traffic from approaching.  A section of road was blocked off to oncoming traffic and rerouted.  Even with precautions taken, these aimless horses could travel in any direction. Once again they could emerge on a busy lane precipitating more danger resulting in further possible fatalities. 

After several minutes of patient “walk and wait,” the horses were caught, haltered and led out.  Back on the now deserted road, we made our way to the stationary police cruiser.  The swirling emergency strobe lights had been extinguished, with only the hazard lights still operating.     

Upon cursory inspection of the injured mare using the police officer’s flashlight, it was evident that she required immediate medical treatment.  My husband had to return to the farm and hook up our six horse van which was still in winter storage.  I stood alone on the road for 40 minutes holding shanks on both horses waiting for his return.  The injured mare stood quietly; head hung and eyes closed.  The bolder mare fidgeted and circled, pawing the asphalt impatiently.  Crackling voices emanated from the police radio.  Lightning flashes from the officer’s camera documented the grotesque scene a short distance ahead.  The deceased horse lay on the shoulder of the road.  The shattered van of twisted steel and broken glass sat eerily silent and vacant as it straddled the road.  The finality of it all radiated with every flash of the camera.

The little Standardbred mare and her companion were transported back to our farm for emergency veterinary care and safekeeping that dreadful night.  It was a cold night and an awful night to die. 

Almost three days had passed before the owner of the horses was located by the police.  Notices had been posted on Crime Stoppers and various news media.  (The horse owner herself was in hospital at the time of the accident. She was unaware of the terrible crash and subsequent loss of life that had happened days before.)

The popularity of 24 hour turnout of horses in rural areas and the economics of this seemingly affordable solution to keeping horses comes with an inherent high risk.  It screams caution with insurmountable liability concerns and danger.  As night falls and marauding predators begin their hunt, lack of secure stabling for horses or insufficient fencing, are all ingredients for a potential escape and tragedy.  Statistics bear evidence to this problem in stark reality.

Fact

In a British Columbia vital statistics report moose represent the most dangerous wildlife animal when it comes to motor vehicle collisions.  In the domesticated animal population it is not surprisingly that the horse garnishes top ranking.  Of the 47 horse related deaths studied in this report, 16 of those involved “unattended or riderless horses.”  Rural areas represent the heaviest incident of collisions where speed limits exceed 60 km.  It is almost double the urban rate for animal/vehicle fatalities and injury.

In Great Britain the numbers of horse/traffic accidents is even greater.  In 2000, 269 accidents involving horses were reported to the British Horse Society.  Of that number, 49 horses were killed or destroyed while 98 other horses were maimed.  Twenty-nine of those horses were loose at the time of the accident. 

Even with good fences horses can and will escape enclosures.  No fence will hold a frightened horse whether it is chased by coyotes or spooked by a sudden crack in the bush surrounding it.

Horse owners should be aware of the zoning requirements and in particular, the Line Fences Act when constructing fences to contain horses.  Horses are considered livestock and therefore require appropriate fencing.  Regulations may vary from province to province or state to state.  In large expanses of pasture such as range land situations, regulations may also differ due to the exorbitant cost of fencing kilometers of hectares.  Secondary parameter fencing is always an excellent idea should the initial enclosure fail to secure.  

Sometimes a gate is unintentionally left unlocked whether it is from distraction or sheer forgetfulness.  At other times vandalism is the cause. Once on the run and in the cover of darkness, the horse becomes a lethal weapon both to itself and to motorists.   In daylight hours a loose horse is more visible but still a danger because of its unpredictable nature and flight instincts. 

Recommendations

Reflective halters and leg bands are recommended for all nighttime pastured horses.  Name tags on halters are also beneficial.  Regular checks of fences, gates and barns are just good common sense practices.

All boarding facilities, large or small, that offer pasture board are recommended to carry a sufficient liability insurance ($2 million) as well as Care and Custody insurance for animals under their supervision.  In some jurisdictions it is a requirement by law.  It should be one of your primary questions to ask before boarding your horse at any facility. 

Horse owners themselves and private farms should also be insured.  A successful claim made against a horse owner can financially ruin that individual for life and possibly lead to prosecution as well.  Even if a lawsuit is dismissed, the financial burden in participating in the legal action as well as the emotional trauma can take a serious toll on the horse owner.  Still no amount of money can ever replace a human life or bring a wandering horse home again.  As keepers of the night it behooves all horse owners to protect their horses, the public and themselves from adding to the grim statistics that continue to shed concern on this problem.

If you don’t think this could happen to you - think again.  I’m sure no one in this story expected this to happen to them but it did.

PRECIOUS CARGO

PRECIOUS CARGO

Fetus Development of the Horse

By Catherine Sampson

The remarkable journey of the unborn foal has been well documented.  From the moment of conception, development of the full bonafide horse is met with extraordinary discovery. 

At just nine days after conception the tiny fetus measures a quarter of an inch. Its circulatory system has been established and is now on its transforming journey of epic proportions. 

At the two week stage of development the heart is now present and blood begins to circulate.  Another seven days later and the circulating blood is clearly visible to the naked eye.

In twenty-four days the beating heart is detectable by ultrasound examination.  At this point the head, eyes, tail and limbs are forming.  Soon a recognizable form will start to grow with definition.

Just over a month in development at forty days the fetus has grown to two and one-half inches and the reproductive system is visible.  Sex determination is evident.  By this stage the head, eyelids, ears, elbows and stifle joints are recognizable.  The fetus now weighs half an ounce.  Still a far cry from its birth weight, our little foal is now undeniably going through a metamorphosis of remarkable occurrence.

Between fifty and fifty-five days, tiny ribs, hocks, fetlock joints and ears begin to appear.  Almost all of the internal organs are now present.  It is also the last opportunity to examine the fetus via ultra sound.  Its size will soon be too large to examine except through rectal palpation.

At two months into development, the fetus is now two and one half inches in length.  It has also doubled in weight to one ounce.  It is clearly defined as a horse complete with hooves, sole and frogs.

In eighty days the sex of the horse can be easily determined although not possible except in post-mortem.  The fetus is rapidly developing averaging a size of four inches in length.  The head and neck are held level with the spine in a normal plane.

At just one hundred days from conception tiny hairs are forming on the lips.  The ears are unfurling.  Coronary bands resemble raised lines on the one-quarter inch hooves and the fetus has reached a size of seven inches.  It weighs one pound.

At one hundred and fifty days the fetus is gaining weight rapidly now averaging more than one pound every ten days.  Hair appears on its chin, muzzle and eyelids and eyelashes are starting to form.  The fetus is comparable in size to that of a rabbit and weighs out at six pounds.  A mere thirty days later the fetus has quadrupled its weight.  Its mane and tail hairs appear and the fetus now weighs a hefty twenty-five pounds.

With the mare in her last trimester of gestation diet will increase to accommodate her quickly maturing fetus.  A vitamin supplement should be added to her grain ration to assist her depleting reserves.  This is also the time to booster your mare’s tetanus vaccine.  This will provide additional protection to your unborn foal.  You should also ask your veterinarian about parasite control of your mare during this last trimester.  Your veterinarian may recommend a specific deworming program prior to the last forty days of gestation.  Certain deworming products are not appropriate for pregnant mares during this crucial period. 

Two hundred and four days into development the fetus has stretched to two feet in length and weighs forty-five pounds.  Thirty days later a fine hair coat is covering the body and a swatch of hair appears on the tail.  In this short period of time the fetus has gained a further thirty pounds.

As the fetus races to its foaling date the final development stages are accelerating.  One of the last organs to develop is the lungs.  This is an important stage in the development.  Premature foals usually don’t survive, not because they are not strong enough, but because their lungs are not functioning. 

When the big day arrives the emerging foal will weigh in the neighbourhood of one hundred pounds.  The ears may seem limp at first.  In order for this cartilage to strengthen, the newborn foal must use its ears.  The same is true for its shaky, sometimes weak limbs and joints.  The foal’s newfound freedom and exercise are now critical to their continuing development outside the womb. 

TRAILER RESCUE

TRAILER RESCUE by Catherine Sampson

Thousands of horse trailers travel the over crowded highways every year.  With the implementation of safety inspections of horse trailers in various jurisdictions, much has been accomplished to make trailering safer from a mechanical standpoint.  However, equine behaviour, human error and weather conditions are still major risk factors when transporting your horse. 

Unlike other cartage, the horse trailer carries live, fragile, and sometimes volatile cargo.  As such, when an accident happens, specialized urgent care and action must be taken.

All first aid courses adhere to a universal set of guidelines that also apply in horse trailer accidents.   Should you have a horse trailering accident or come upon the scene of one, an appropriate plan of action should be followed.

• Survey the accident scene before attempting a rescue, making the environment as safe as possible to work in.
• Investigate to determine if there are any injuries to humans first.
• Catch any loose horses and restrain them to prevent additional accidents.
• Assess the horses involved as to size, position in the trailer and injuries.
• Those horses that appear trapped must be extracted from the trailer only after careful, but swift plans are developed for an imminent rescue.

All horses are individuals and the temperament of the entrapped horse must also be considered.  Excitable horses will most likely mutilate themselves if they are not restrained.  In these instances, one must make critical decisions based on the following criteria:

• Assess the injuries of the horses involved.
• Can the horse be saved to continue a reasonable quality of life?

Humane destruction by a veterinarian at the scene of the accident may be necessary.  A panicked horse can create a more perilous situation in the trailer making it more dangerous for other horses and their rescuers.

Prior to the attempted extraction of the horse(s), you will require the following:

• A strong nylon halter[1] (not leather) that fits properly, along with a heavy duty cotton rope that will extend out of the trailer by an additional ten feet.
• A supply of compression bandages to control major bleeding.
• Cotton balls to plug the horse’s ears to aid in sedation and minimize the noise of cutting tools.

Before attempting to extract a horse from trailer, you should ensure that the vehicles are secure. You accomplish this by stabilizing them through cribbing or supporting them.  You may require professional help.  In the event of a rollover, trained assistants will be required.  In some cases, “the jaws of life” used by firefighters, might be employed to open the roof or a side of a trailer to rescue the horse.  Removing a horse from a damaged trailer will require some brute force.  A thousand pound or better, immobilized horse is a daunting task to move.

One should exercise great care when working with the accident victim horse, bearing in mind the following safety conditions.

·       Work with a down horse from a safe position behind the horse’s back.

·       Reach over the horse’s body to reposition its legs.  Remember, a horse can reach three feet in front of their shoulders and can kick three and a half feet behind them with their hind feet!

·       If you have assistance, have someone hold the horse’s head down by kneeling on the neck behind the head.  The handler can soothe the horse while the legs are being prepared.

·       A cotton loop should be made and placed around the pasterns, manoeuvring the leg so it can be folded tight into the body.

·       Once all four legs are freed and folded tight into the body, the horse is ready to be rolled into position for removal from the trailer.

Depending on the position of the horse, you can either pull forward using the halter and grasping the mane while tugging on a girth rope, or you can pull backwards by using a tail rope or a lifting harness.

Packing for a Disaster

Before planning your next trip with your horse, you might want to outfit your trailer with items that would be beneficial in aiding and handling an injured horse.  You may also want to consider an on-road equine first aid kit for the travelling horse.  Suggested items for your kit may include:

• Wound dressing
• Disposable rubber gloves
• Bandage scissors
• Six six-inch gauze pads
• Roll of absorbent cotton
• 20 cc disposable syringe
• Roll of electrical tape
• Thermometer
• Stethoscope
• Flashlight
• Watch with a second hand for vitals monitoring
• Non-steroid eye ointment
• First aid book for horses
• Leg wraps and cotton quilts
• Antiseptic scrub
• Electrolytes (powder, liquid or paste)
• Large body sponge and large clean bath towel
• Water pail and fresh water from your farm
• Extra feed
• Shoe puller[2]
• Spare halter (nylon) and lead
• Soft cotton rope (25 foot length)
• Head bumper helmet
• Shipping boots and bell boots
• Pocket knife
• Horse sheet and cooler

Be Prepared

With your first aid supplies organized for your trailer, you should also consider your towing vehicle and emergency repair kit.  All of these items are easily attainable at your local automotive store. 

• Current road map, cell phone with extra battery and possibly “On Star” capability if your vehicle is equipped with it.
• GPS systems are a popular navigational tool but are not perfect and may not be appropriate for use when trailering with livestock.
• Spare fuses for your truck.
• Motor oil and water.
• Flashlight, traffic safety vest, minimum of six flares.
• First aid kit for humans.
• Safety boots and work gloves (two pair).
• Duct tape and electrical tape.
• Shovel, broom, bucket and garbage bags.
• Fire extinguisher.
• Assorted hand tools, spare nuts and bolts.
• Wheel wrenches to fit both your vehicle and trailer.
• Load binder with a ratchet.[3]
• Three to four blocks of 4”x4” size wood approximately one foot in length to stabilize your vehicle at trailer height.
• Up-to-date service centre guide.
• Inflated spare tire for both truck and trailer and hydraulic jack.
• One can of penetrating oil for loosening nuts.
• Blanket, matches, candle, rain slicker and cap
• Spare fan belt.
• Extra working light.
• Spare keys.

For those that sit behind the wheel of a towing vehicle, you should educate yourself in the basic use of many of the above listed items.  Women in particular may find many of these items foreign.  Local educational facilities may offer an introductory mechanic’s course that may prove very beneficial.  Take a first aid course for humans and learn how to monitor and assess the vitals of the horse. 

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[1] Leather halters are recommended for shipping, but in the event of an accident, you will need a halter strong enough to support the weight and struggle of a frantic horse.

[2] Shoe puller can be obtained through a farrier supply store.

[3] Load Binder with ratchet, also referred to as a “come along” can be purchased at any automotive supply store.