Attention to Details Enhance Promotional Photos

article and photos by Susan Dudasik

originally published in the November 2003 issue of Mules and More

Whether you advertise in print or online, the old saying, “A photo is worth a thousand words,” is still the rule, especially if you’re trying to promote your jack. In today’s modern world, with fancy cameras, computers and digitally enhanced photos, it is more important than ever to take a good picture. From December to February, most equine publications run their stallion editions which feature hundreds of photos of head or body shots and win pictures. To successfully compete for the reader’s attention, your ad needs to really stand out. Some folks go for a catchy slogan or fancy type, but the thing most people focus on first is the picture. Though not everyone can afford a professional photographer or hi-tech equipment, you can still take a nice photo provided you follow a few basic rules.

Recently, I was visiting a website promoting a certain stallion. While the site wasn’t bad, the stallion photo was a perfect example of what not to do for a promotional photo. Rather than enhance the horse, it downgraded it. The photo was a body shot, looking down on the horse from the rear. He was wearing a giant stud chain and ragged stable halter with the straps hanging out and he had mud caked on his legs and tail. The background wasn’t bad except for the phone pole growing out of his back. This photo reflected all the classic mistakes. In a photo you not only want to show your jack at his best, you want to let folks know you run a first-rate operation. This photo accomplished just the opposite.

First, have your jack cleaned and trimmed. If the photo was taken in cooler weather, long hair and ear hairs are acceptable, but mud and manure stains need to be cleaned off. The ears don’t need to be clean shaven, but the excessive outside hairs can be clipped or scissored off. Clip his whiskers and the long hairs under his jaw. As for the mane and tail, they should be free of knots and hay. A few quick pulls can straighten a long mane while a dab of hair gel will keep the more unruly hairs in place and help keep a short forelock from sticking up. Clean the nose and around the eyes, then apply some petroleum jelly or highlighter. If you’re doing a full body shot, be sure to trim the long hairs around the coronet band and fetlocks. Again, if it’s cold out, you can leave the hairs but trim them neatly. By paying attention to the little details, your photo will tell perspective clients that you are serious about your animals and business.

Next, select a halter. It doesn’t have to be a silver-trimmed custom show halter but it should be clean and well-fitted. All the straps should be buckled and tucked in. Try not to use a stud chain, but if you need one, it should be as inconspicuous as possible. An overbearing chain project the image that it takes a tank to handle your jack and leaves one with the perception that he has a bad disposition.

After sprucing up your jack and finding a nice halter, the next task is to find a good location to take the photo. Try to find a level spot so your jack isn’t down hill. Take your camera and look at the background area. It should be clear of manure piles, phone poles, and general clutter, including other animals. The background is just as important as the photo of your jack, since it gives the prospective client a look at how you maintain your facility.

Once you’ve selected your photo site, set up your jack. You want him standing on fairly level ground with all four hooves under him, not going in every location. For a basic body shot, stand so you are shooting straight toward his shoulder. If you go too much toward his head or rump, you’ll get that strange long body effect. Try to get him looking straight ahead or with his head slightly turned. Don’t have him turn too much or it will change the look of his neck. Here’s where it’s a good idea to have an assistant so they can hold him and get his head and ears focused on something other than the photographer. Taking photos by yourself is possible, but it’s so much easier with another person. And don’t take just a few photos, plan on taking many.

To emphasize these tips, I pulled Lou, a molly mule that hasn’t really been used for a while, out of the pen and took some photos. The entire session lasted about half an hour, but you can instantly see the difference in the three photos.

This is a good example of how not to to take a photo of your jack. Everything is wrong.

In the first photo, Lou is fresh from the field. Her halter is tossed on, her mane is going every direction, there’s a wire running through her ears and a pole through her neck and the bright yellow water trough below her nose draws your attention to it instead of the mule.

While this shot is better, there’s still a pole growing out of her back, and the shadow is very distracting.

I took about 10 minutes to groom her and change halters. I clipped her bridlepath, outside of her ears, and under her jaw. I also put on a better fitting halter and tucked in the straps. The second photo is a bit better. The mule looks much better but the shadow is very distracting and she still has a pole growing out of her neck.

This is the best of the three and would be acceptable for a promotional photo.

Compare the first two photos with the third photo. All I did was lead Lou through the barn to the back pasture. Except for the small shadow near her chest, it’s not a bad photo for an amateur photographer like myself. If I had moved her over just a few inches, the shadow would have been hidden. When taking your photos, be sure to look closely at the background and make sure you don’t cut off the nose, ears or hooves.

So, after looking at these three photos, which one would entice you to call for more information? One of the best ways to learn about taking good publicity photos is to check out what other breeders do. There are several nice jack and ‘mules for sale’ ads in each copy of Mules and More. Excellent examples are those run each month on the back cover by Hawleywoods Mule Farm. The mules in these photos are always well turned out and standing nicely. The background is uncluttered and the handlers are nicely dressed. I don’t know if they do their own photos or have a professional do them, but they are always eye-catching, and with a little elbow grease and practice, your promotional photos can be just as nice!