Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts

Sunday, July 11, 2010

How To Write A Bad Craigslist Ad

So, you've been driving your beater for a few months and you've noticed that you aren't as in love with it as you were when you plunked down the $1000 or less to buy it.  Maybe it's time for a new beater?  But you need to sell the one you have to get the money, right?  Well, there's nothing like using free services to sell your almost free car, so you pop over to your local Craigslist and pump out a quick ad for your car.  And your ad sucks.  I'm serious, really, your ad is crap and no one is going to take you seriously.  Here's your ad:


99 Chevy Cavalier - $1000 (North Garland)


Date: 2010-03-12, 8:10PM CDT
Reply to: sale-mertz-6345789@craigslist.org [Errors when replying to ads?]


Fair condition, working AC, automatic transmission, call (214) 555-0164

  • Location: North Garland
  • it's NOT ok to contact this poster with services or other commercial interests

Wow.  That's craptacular.  In fact, the only thing you did right was put in a price.  You're missing out on thousands of possible buyers when you post on Craigslist and do something short and sweet like this.  Craigslist, AutoTrader, Cars.com, Backpage, and all the other classifieds online are NOT THE NEWSPAPER.  YOU DO NOT PAY BY THE WORD.  So why don't you add a little bit of description about your beater?  C'mon, don't be shy, we all want to hear how much your car sucks versus the other sub-$1000 cars available so we can pick the least suckiest one!  Let's try that again, shall we?  Here's your ad with diarrhea of the keyboard added:

99 Chevy Cavalier - $1000 (North Garland)


Date: 2010-03-12, 8:10PM CDT
Reply to: sale-mertz-6345789@craigslist.org [Errors when replying to ads?]


Fair condition inside and out, has some hail dents here and there, but it has cold working AC, an automatic transmission, and a radio that works most of the time.  This is a 4-door Cavalier with the 2.2 liter engine and it is bright blue with a dark gray cloth interior.  The seats are kinda beat up but they don't fall back or anything unsafe.  The inspection sticker is still good until November and the tags just went out, but you'll be getting new ones anyway because that's what you're supposed to do when you buy a car.  $1000 or best cash offer, will consider trades.  Call Bitsy at (214) 555-0164, texts ok.

  • Location: North Garland
  • it's NOT ok to contact this poster with services or other commercial interests


Now that you've gone ahead and told us how much your car sucked, your ad sucks less.  You even added a few things I wasn't going to tell you about yet, like the texting thing and when your tags and inspection sticker expire.  That's great!

But it still sucks.  You need to add pictures.  You only get four 300x225 pictures with a standard Craigslist listing when you upload your pictures to them.  That's no fun, but it's better than nothing, so use them if you're too lazy to put up bigger better pictures.  If you want bigger pictures, you can use PhotoBucket, Flickr, or any other of the dozens of free photo hosting providers out there.  Let's try this again, and hey, put in the FULL year of the car, not just "99".  Spell out CHEVROLET.  If you can't spell it, walk outside and copy it off the dashboard or the steering wheel or the trunk lid or wherever your car has its badge.  Also, add something describing how reliable the car has been for you but don't say how long you've owned it.  Mention a clear title (if you have one, of course). Split it into two paragraphs while you're at it.  OK, go:

1999 Chevrolet Cavalier - $1000 (North Garland)


Date: 2010-03-12, 8:10PM CDT
Reply to: sale-mertz-6345789@craigslist.org [Errors when replying to ads?]


Fair condition inside and out, 152K miles, has some hail dents here and there, but it has cold working AC, an automatic transmission, and a radio that works most of the time.  This is a 4-door Cavalier with the 2.2 liter engine and it is bright blue with a dark gray cloth interior.  The seats are kinda beat up but they don't fall back or anything unsafe.  I've been driving this car back and forth to work, the gym where my hot boyfriend works, the red light district, and it's never let me down yet.

This car has a clear clean title and is ready to sell.  The inspection sticker is still good until November and the tags just went out, but you'll be getting new ones anyway because that's what you're supposed to do when you buy a car.  $1000 or best cash offer, will consider trades.  Call Bitsy at (214) 555-0164, texts ok.

  • Location: North Garland
  • it's NOT ok to contact this poster with services or other commercial interests

PhotobucketPhotobucket

OK, now you're saying too much.  Leave out the part about your hot boyfriend.  But now you have a DECENT Craigslist ad.  If you want to go all out, you can use bigger pictures, add some color to your text, or you can have a program do all that for you.  There are plenty out there, and I don't have any favorites, but tops in a Google search for "CL ad templates" is a website called Slozzle.  I can't argue with that.  Here's the ad after Slozzling it:

1999 Chevrolet Cavalier
1999 Chevrolet Cavalier
Being Sold By:Bitsy
Contact Email:bitsyboop@madhatter.ish
Contact Number:(214) 555-0164
Web Address:Visit Website
Listing Details:Fair condition inside and out, 152K miles, has some hail dents here and there, but it has cold working AC, an automatic transmission, and a radio that works most of the time.  This is a 4-door Cavalier with the 2.2 liter engine and it is bright blue with a dark gray cloth interior.  The seats are kinda beat up but they don't fall back or anything unsafe.  I've been driving this car back and forth to work, the gym where my hot boyfriend works, the red light district, and it's never let me down yet.

This car has a clear clean title and is ready to sell.  The inspection sticker is still good until November and the tags just went out, but you'll be getting new ones anyway because that's what you're supposed to do when you buy a car.  $1000 or best cash offer, will consider trades.  Call Bitsy at (214) 555-0164, texts ok.
Price:$1000
1999 Chevrolet Cavalier 1999 Chevrolet Cavalier  
Car For Sale!
Listing Created At Slozzle.com

I still think the hot boyfriend part needs to be left out.  But there you go.  Much better looking.  You want to get crazy with it, copy the code and then change out the header and footer to something more appealing, like a banana popsicle.  Anyhow, what you want to take from all this is that no short and sweet ads on CL are going to pay off for you.  People browsing online classifieds are lazy.  They want to see and know everything about your car before they think about coming to buy it.  The more information you give them, the more likely they'll come back to your ad to buy something.  Don't write a novelette, but make sure you get your point across and give enough information to spark an interest.  The pictures will do that, but also include basic information about the car.

The Year, Make, Model, Trim Level, and Body Style
The Engine (if the car could have different engines) and Transmission (stick or auto or CVT)
How many miles are on it and what condition the car is in
If your state has an inspection, if it can pass, or if it has time left on the sticker
If the AC works, if it has a radio and if it works, and other equipment like power windows or cruise
Whether it runs or not, and if it doesn't, why
How much you want for the car and how to get in contact with you

If you can't at least put that and a couple of pictures, you might as well park and sit with it at a Wal-Mart, because people will ignore you just as nicely there as they will here on the internets.

Sunday, May 16, 2010

Is no news ever good news?

Pertaining to a blog on the internet, no posts is a Very Bad Thing.  Pertaining to saving up the money and finding the property needed to start a car lot, it is simply stagnant.  At this point, I am seeking other avenues of revenue such as reselling car parts I've pulled from junkyard cars or reselling computers I found cheaply.  Starting up a car lot requires quite a bit of capital.  It's not like a lemonade stand where some groceries and a folding table are all you need.  Here's a list of things necessary to start up a car lot in Texas:

A minimum 2-year lease on, or ownership of, a property suitable for selling motor vehicles
An office building of at least 100 square feet
A desk
Two chairs
A computer with internet access
A printer
A fax machine
Either a filing cabinet that locks, or a server in a locked enclosure (for customer record-keeping)
Room to park five for-sale vehicles on an improved (paved or gravel) portion of the parking lot
A sign with the car lot's name in lettering at least six inches high, with the phone number as well
A landline phone in the business's name
The business's name registered with the county clerk
Operating/Occupancy/Sales Tax Permits
$500 license application fee for a General Distinguishing Number
$200 annual licensing fee for a GDN
A surety bond in the amount of $50,000
Liability insurance (typically a garagekeeper's policy modified for dealer use)

This is NOT a complete list.  You also need to be open regularly at least four hours on Mondays through Fridays between 8am and 5pm, have your hours posted somewhere conspicuous, display your dealer license in the office in a conspicuous place, have enough paper and supplies to print out temporary tags and all the appropriate car-selling-transferring paperwork, and much more.  There are also rules regarding the acquisition, usage, storage, and access to private customer information.

The state and the dealer's association regulate advertising and where a car can be sold (if not sold on the actual car lot).  The state does NOT however, regulate the things that can help a business succeed or fail.  Advertising is key to having a successful car lot.  This goes doubly true for car lots out in the middle of nowhere.  Since Beater World will be out here in BFE, I will need to find ways to advertise without encroaching on the territory of other dealers.  Deciding which market to use as my home market will make a big difference.  If I choose Hillsboro, then I may not advertise in Waco or Dallas.  If I choose Waco, I have to have a sufficient sales pitch as needed to draw customers up a half hour away.  If I choose Dallas, well, I don't think they'll allow me to choose Dallas as I am more than 50 miles out of that market.  In fact I may not be able to choose Waco, either.

If you want to learn more about how to open a used car lot in Texas, or a boat lot, or a trailer lot, or a powersports lot, there is a wonderful PDF file you can download from the Texas DOT website.  Download the "full manual" from this page and enjoy lots of legalese jargon but pay attention to the finer points:


I have also been informed that these documents will no longer be on the DOT website but on the new DMV website.  Here is the link to the same page on the new site where the 2010 Dealer Manual can be downloaded:


Then click on the Motor Vehicle Publications link to find more useful documents pertaining to exactly what I'm dealing with right now.