How do you sell a fabulously expensive item with high upkeep that needs constant attention?

Education is the key.

When the object is to sell Thoroughbreds, you’re selling more than a horse, you’re selling a lifestyle and a dream. This program — film, book, website, and events — relied on experienced owners to show prospective owners how to make that dream real and get to the gate. (Several excerpts from the book immediately below. Other elements farther below.)