Archive for the ‘how to write a classified ad’ tag
“Original paint, minor rust, small dent in rear…” Photo credit Mike K.
Most of us aren’t born pitchmen, and when the time comes to part with a four- (or two-, or three-) wheeled member of the family, writing an effective classified ad can be a daunting task. Beyond the process of penning a few descriptive paragraphs, there are other considerations, such as how many photos to include, and how to correctly determine a selling price for your vehicle. As with most things in life, there are no absolutes, but the following step-by-step guide should provide an effective starting point to writing a classified ad that draws the attention of serious buyers.
Step One: Research and price the car. Your car is likely special to you, but now it’s being pitched to someone who may lack intimate knowledge of the year, make and model. If the car contains rare options, such as factory air conditioning, a unique trim package or a special order engine, make a note of how many examples were built in the year your car was produced. How many owners have previously enjoyed the car? How many miles has it been driven? Have any major restorations been undertaken, and if so, how long ago? Has it ever been rebuilt following a major accident? How long have you owned the car? All these factors help in determining the value, and every classified ad should contain a price. Based on our own research, ads that contain prices are six times more likely to be looked at than those that omit pricing.
No one company can accurately tell you how much you should ask for your car; instead, check as many independent sources as possible to determine an appropriate starting point. Hemmings Motor News, and the Hemmings online classifieds, are both good place to start your research, as you can see what other owners are asking for similar vehicles, but the only realistic way to peg a car’s value is to get it professionally appraised.
Remember that there’s a fine line between asking too much and settling for too little. Every price will be seen as negotiable by shoppers, so never price a car at your bottom line number (and never specify “Firm” in the ad, as it shuts the door for many potentially serious buyers). While parting with an automobile that you’ve poured heart, soul and bank account into many be painful, remember that this is a business transaction, and few buyers are willing to pay a premium for an owner’s emotional attachment.
Step Two: Write the ad. When it comes to penning the description of your car, there is almost no such thing as too many words (assuming, of course, they’re to the point and about the car), as long and accurate descriptions help to build trust with buyers. While it’s important to accurately document a vehicle’s strengths (i.e., engine rebuilt by Vintage Autoworks, using Mahle pistons and forged connecting rods, 10,000 miles ago), it’s equally important to document a car’s weaknesses (i.e., left front fender replaced and repainted in 1987, headliner sagging, needs full repaint paint and carpeting). Be honest and be as descriptive as possible when writing both the selling points and the car’s negatives, as a serious buyer will find the flaws (and perhaps others you never knew about) during any inspection. If it’s not in driveable condition, be upfront about why (i.e., needs brake lines, wheel cylinders, brake shoes and wheel bearings replaced to be roadworthy) to avoid disappointed buyers during the inspection.
As for aftermarket parts, include them in the description (if they’re included in the sale), but don’t expect them to add value. While an aftermarket supercharger or turbocharger may boost output significantly, chances are good they’ll also decrease engine life, which may be more important to a potential buyer. Likewise, a $5,000 audio system may sound great to you, but the next owner may be more concerned with holes in door panels and the parcel shelf than with 5,000 watts of pumping bass. Unless you’re selling to a select market that appreciates your taste in upgrades, a stock car may net you more money than a modified car, and chances are good that aftermarket components can be sold on their own to recover more of the initial investment.
Beware of using certain terms in the description, as they’ve become red flags from overuse in recent years. Unless there’s documented video footage of a car being pulled from a dusty barn or carriage house, avoid using the term “barn find.” If a car has been painted, don’t describe it as “all original,” even if it does contain the original engine, transmission, interior and bodywork. Should a car be described as “numbers matching,” be prepared for a potential buyer to go over every numbered component to test the accuracy of your claim.
When in doubt, be honest and err on the side of caution. It’s better to provide too little information (or to simply say, “I don’t know the answer to that”) than it is to provide incorrect information.
Step Three: Photograph the car. Never place a classified ad without a photograph, and never place an ad with just one or two poorly lit, mis-framed or out-of-focus photos. For most shoppers, photographs provide a first impression of the vehicle offered, and as the saying goes, you never get a second chance to make a first impression. If possible, enlist the help of a relative, friend or neighbor with a photographic background, and shoot the car’s exterior from as many angles as possible (our video guide below may be helpful here). Do the same with the interior and engine bay, then go back to shoot detail shots of things like the odometer and any flaws (i.e., rust spots, body damage) you want to document. Include as many images in the ad as you can, and consider embedding a brief video as well. Most modern camera phones can film in high-definition video, and a two-minute spot can allow a potential buyer to hear the engine, enjoy a walkaround view and even see the car run.
That’s really all there is to composing a classified ad that will attract interest and, hopefully, well-funded buyers. Always try to look at the ad from the opposite perspective: If you were shopping for this year, make and model, would your ad capture a buyer’s interest? Does it answer enough questions to warrant a call about the car? Is it worded in a positive and upbeat manner? Do the photographs (and video) help to complete the story of the car? Is the ad featured in Hemmings Motor News, and in our online classifieds? If the answer is yes to all these questions, then you’ve done all you can to attract buyers.
Author’s note: Steve Berry, general manager of Hemmings Digital, contributed valuable advice to this guide. Steve dug up some well-made advertisements currently running on the site which demonstrate solid photography, video, and excellent descriptions: