The ideal for sale ad. Too much or too little detail ?

[sugarwood]

I know a friend selling a vintage car. His ad contained a massive list of parts he had replaced. I suggested that for some weird reason, there is an irrational human reaction to service history: the more work a car has had done, the worse the perception of the car's quality. This makes no sense, but neither do people. Instead of thinking, "There's a whole bunch of stuff I won't need to fix!", some people think, "This car is cursed, a piece of junk!"

Here is a different sort of ad.
https://www.ebay.com/itm/1987-Porsche-911-Carrera-/272889071009?

The Ebay ad paints a narrative, a romance novel, if you will, and does not have a laundry list of service performed. He just mentions a tune up. Instead, he sells a narrative. It focuses on pedigree and history. How the buyer is buying into a piece of history. That the '87 is the perfect year with the G50 gearbox, etc. If you have a buyer who wants to get into the weeds and talk parts, repairs, service and other technical stuff, then switch gears when necessary.

What is your opinion? Is it better to appeal to emotions, not logic ? The list of repairs/parts is the male projecting his systematic mind onto marketing the car. But, you need to appeal to fantasy to sell a sports car, not facts and logic.

[onewhippedpuppy]

I try to do both: http://forums.pelicanparts.com/porsche-cars-sale/972700-2003-porsche-boxster-s-super-clean-well-maintained.html

As for my level of success, that’s debatable.

[cstreit]

Depends on the target market... Is it the DIY person or the "investor".

I like the idea of doing both. The essence of A/B testing.

[masraum]

Good call by Chris. It probably depends upon the car and market some. I try to provide some detail any time I sell a car. I also want to sell cars quickly, so I put them up at a reasonable price. I tend to sell cars pretty quickly, but then I also have usually been selling cars that have been well used and are being sold for a few grand. I haven't sold many for $10k or over, and certainly nothing over $20k. I guess for that matter, the car that I'm driving now is the only car that I've even paid over $20k for.

[1990C4S]

Good pictures sell cars.

I include the details and then say something like 'full service history available' or 'recent service history available'.

The reality is people often ask questions that are clearly answered in the text of my ads. In other words, most people don't read much...

[berettafan]

for collectible/hobby cars there are three buyer types:
a- check writer with weak knowledge base. he will know the major gotchas and tick them off a list. he will be tone deaf to overall quality of car.
b- 'always wanted one of those' guy. glossy paint and passable interior are all you need.
c- enthusiast with deep knowledge. just get the ad in front of him. content is irrelevant.

[VincentVega]

I dont want to read a book when looking at an ad. I also want to see the price right away out front, not hidden in a paragraph. I really dont care about the stories, if a dr owned it or that it was your first whatever. Just the facts mam, man? I like simple, highlight the car with key upgrades, service, issues. Miles, options...

If you are targeting an enthusiast I would expect a phone call if serious.

[asphaltgambler]

My experience. As well pointed out above - first and foremost, start with great pictures, not 'good' ones. Usually early morning or late afternoon where the light is favorable.

Keep the ad simple with either headers or points. The price should be the first thing listed either in the main listing or beginning on the body of description.

Lastly - Interesting history or stories about the vehicle should be saved for 'closing' the buyer when they show up in person. Now if going with a national / global listing like EBay, you may include a readers digest version of something interesting - and then expand on it via direct email or phone call.

Of course, it all depends on what you're selling. IE: If you had a Caddy that Elvis once had, with proof - you'll need to put the story first.

2 rules to live by. 1) People buy with their eyes - 2) People are lazy and generally won't read a lengthy ad

[1990C4S]

Make sure to say 'mostly highways miles' and 'A/C works, just needs to be topped up'.

[petrolhead611]

I am suspicious about a seller who needs to tell a huge tale about the car.Just give me facts please in an ad

[Scott Douglas]

Been a while since I've sold a car via C-list, but when I did I had the best luck with giving a good description of the car without putting any judgemental words in the ad. Great pictures help as well. I'm always amazed at some of the ads and how dirty the cars are. A clean car will sell before a dirty one.
The key is to get the buyers to come LOOK at the car for themselves. My cars have all sold themselves once seen by perspective buyers.

[pwd72s]

Funny. When I decided to sell a Porsche, I didn't advertise at all. Just sent an email to the guy I wanted to have it.

[Bill Douglas]

Originally Posted by petrolhead611

I am suspicious about a seller who needs to tell a huge tale about the car.Just give me facts please in an ad

Me too. I don't like to hear copywriter's/ad' man script in a car for sale ad'. I immediately makes me feel there is something dodgy going on.

[RKDinOKC]

Run ads with a couple of representative pictures. Tell the current state of the vehicle without too much detail and your asking price. Give a web site address that interested purchasers can view for more information.

On the web give a description of the car and it features have LOTs of pictures, then list EVERYTHING about the vehicle what has been done, what needs to be done and describe and damage including pictures. Give a reason for selling and again the asking price.

And don't forget to say you will only accept cash in hand, or Bank Transfer and that you consider someone asking to do paypal for a car is a scammer. Include on both the ad or ads and the web page.

[Dixie]

Akin to this is what you want.https://www.maxim.com/rides/honest-dodge-viper-craigslist-ad-2017-4#!

Okay. Full disclosure. I almost killed myself in it. It is VERY powerful. Extremely, EXTREMELY fast. I’ve driven Ferrari’s that don’t feel as crazy as this thing. I am frankly afraid of it now.

That’s right. It’s in my garage and I’m afraid to drive it because it’s like a crazy steroid bull that wants to kill me.
I’ve done 130 mph on a Ducati while laughing into the face of death. The viper is a completely different bowl of crack. The engine sounds like 40 pit bulls eating kittens while lifting weights.
I cannot truly explain it’s power. It has whiplash acceleration in 3rd gear at 50mph. That sentence doesn’t even make sense. But it’s true.
That’s why I’m telling you. I will not have your soul on my conscience.
You need to know what you are getting into. What insane level of crazy you are buying.
Can you resist the urge to mash down the accelerator? Can you? Because it’s like owning your own demon. A demon that wants to kill you. We all know one person that for the right amount of money would kill you. But since no one is paying, they smile in your face and go about their day.
It’s like that except the Viper doesn’t bother to ever pretend it doesn’t want to kill you.
And it will do it for free.

Some brilliant engineer designed a beautiful sexy bulging body, fantastic suspension, great handling, aerodynamics, and all American style. While he was out on his lunch break, some demented maniac dropped 100 times more engine power than necessary into it and sent it out the door. It’s mentally unbalanced.

Look,
If you are the type of person that can be talked into having one more drink at midnight when you have a very important presentation or interview early the next morning, then the Viper is not for you.

The whole car is constantly whispering sweet lies to you.
“You got this”.
“Open me up and ride free, you got this”
“What are you a pussy?”
“Just do it”, “Do it”, “you got this”.

Do not do it. You don’t got it. You ARE in fact a pussy. And as we all know, pussy is mad good. But not that good.
You will sit on the curb and settle your heart after it tries to kill you the first time.
You will get back inside and it will immediately get back to the business of trying to get you to let it murder you.
“You got this. This time you know. That last time was just a fluke. You ain’t no pussy”.

Repeat after me.
You
Don’t
Got
This.

But for $30k you can look the devil in the eye and take this ride.

You were warned.