Ads that tell the desired story to the desired people

Ad #1

Ad #2
Ohio Cattleman's Ad

Cattle people see Dickinson Cattle Co Inc ads and many do not know what goes into the planning of an ad.  Here are some strategic plans, designs and problems in advertising.  I hope this will help other producers to target an audience effectively.  We are all in a marketing business -- we must identify ways to point our Texas Longhorn ad investment directly to the right people for the desired results.  I am not saying this is the only way to do it, just what we do.

Attachment #1 is directed to the Texas Longhorn industry.  Registered producers like to know horn measurements, they love brindle colors and black spots.  Large horn base is an especially favored genetic factor. They study photos that have a clear silhouette -- altered or cut out photos are not trusted to make visual evaluations. Backgrounds for ads should be simple without lightning, graffiti, or circus-color splashes of distraction.  #1 is the type of ad we have found presents the product accurately to the TL industry -- it speaks their language.

Attachment #2 is to the Ohio Cattleman Magazine membership. Their readers are commercial cattle people, mostly raising angus cattle.  They have never sold cattle with large horns for any exciting profit. Brilliant pretty colored cattle have not been of any special profit to them, but they possibly could get addicted.  Today they prefer drab red, tan or black cattle. They sell at a local auction by the pound and take what ever price an order buyer bids.

They fear horned cattle because they have never worked with the breed to learn of their docile dispositions. The photo giving Tempter a back rub is a "selling" photo for this "horn-fearing" market.

They like angular cows a lot, especially with good udders. They like bulls with muscle, lots of muscle. They like efficient cattle that live and produce a long time with minimal grain feed.

Had Texas Longhorn producers weighed and evaluated the breed for commercial attributes back in the beginning of the registry, other breeds like angus would not be popular or even necessary today --- it would be all Texas Longhorns. It can still be done with the right bloodlines.

I hope this helps you target for your own advertising to the right and most profitable market.  ~ Darol

Registered Texas Longhorns since 1967

DCCI~~~ Purveyor of “one owner” quality Cattle.


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Copyright notice:

All images and content on this website are copyrighted. Dickinson Cattle Co., Inc.,, and/or Darol Dickinson are under no obligation to provide professional photos carte blanche. US copyright law is clear that all intellectual property belongs to the author or creator. Photos here are not "Public Domain". Articles here are not "Public Domain".

However; you are welcome to use any photo or article on this site accompanied by a credit and a valid web link. The photo credit needs to state: "Photo courtesy of Dickinson Cattle Co. LLC" and the link provided to

Any other use is considered unauthorized plagiarism.

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