If you remain true to the belief that your yearlings will market themselves at the sales complex without any additional efforts on your part (other than prepping them) then you're doing yourself (and your clients) a grave disservice. Yes, blue blood and A1 conformation will speak for themselves (and if a stallion has a few crops of racing age then you also have performance stats to mull over at your leisure) but in terms of creating the all important "buzz" about a new sire, to ensure the best quality book possible, and to ensure the best prices for his progeny (all of which requires that everyone is talking about the sire/his foals/weanlings/yearlings prior to - and during - the sale) then a lot more is needed. Well known writer, Grant Morgan from Australia's AAP Racing & Sports (www.aapracingandsports.com.au) says in an article of 10 September that "Now more than ever, marketing is playing a huge part in the success or failure of a sire."

He's absolutely right.

I'll be posting further details about creating and managing the hype in coming weeks.