It is vital to be realistic and competitive in setting the stud fee. You need to set your fee based on what your stallion is worth, not what someone else is charging. It is better to set a fee that is reasonable and comparable to stallions of similar type, show record, production record and pedigree, than to set the fee too high or too low. You also want to decide if you will stand your stallion to mares outside his registered breed. You should assess the quality of mares and not reject them for registration or lack there of, but for the standards you wish to produce in his progeny.
Advertising is an important aspect of promoting a stallion.
Ads with a photograph will be more likely to get attention than plain text ads. Printed brochures, magazine ads and show pamphlets are all methods of keeping your stallion in the publics eye, but can be costly. You should use as many types as you can and still maintain your budget. Internet advertising is often very cost effective. Unlike the printed media it is very easily updated and can be used in conjunction with the printed media to elaborate on your stallions qualities just by putting the URL in any printed ads you run.