Comments on: Which ad sold the Jeep?

By: mysfit

mysfit — Wed, 22 Jul 2009 01:39:48 +0000

Looking at the two ads both as a designer and a Jeep owner, I prefer the first (clean) ad much more than the second ad. Granted this is late in the game (i.e., long after it is won), but there is something fundamentally distracting about the yellow, handwritten lettering. It does speak to the, uh, “Jeeper” in me on a hey-that’s-neat level, but the designer in me repels from it for this medium — it might be entertaining for a TV ad campaign . . . hmmm. Anyway, I think the Polaroid-esque photo speaks well to the target market also: i.e., we have taken many pictures of our Jeep — from when we first got it, through all the transitions, and whenever we get the chance to take it off-road (yay mud puddles!). I’ve had a good few cars in my life and have never had the urge to take multiple pictures of any of them. Many of the 4by and Jeep sites are littered with pictures of people’s vehicles — share the fun! This is a point people have been making: Jeeps are generally fun cars, and anyone thinking of buying one on craigslist already knows it. The second ad shows that the seller is proud of his vehicle, lists important info succinctly, and is just a generally nicely designed ad.

By: Neil

Neil — Mon, 18 May 2009 19:33:53 +0000

Being an ex-Jeep owner, I liked the cleaner ad because it looks like the Jeep would give me fewer problems (it wasn’t trying to distract me). Jeep owners are fun, but there needs to be an air of seriousness also (it is $6,000 for a 1980 vehicle). When buying an older Jeep, it has to run before you can have fun (no rust please!). Also, I don’t know if anyone touched on this, but the “funny” ad states 3rd owner, and the clean ad didn’t.

By: Max

Max — Tue, 12 May 2009 04:18:16 +0000

I’m a little late in the game here, but when I first saw the 2nd ad I thought it looked like the work of owner’s child. I was expecting some reversed lettering and felt the sun in the corner lacked a smiley face.

The first ad is “conservative” only when it comes to the information. The graph paper background, yellow Post-it, and angled Polariod photo make the rest of the photo conservatively playful.

By: Peg

Peg — Mon, 11 May 2009 22:06:55 +0000

The first ad looks like it’s from someone meticulous and who, by extension, took good care of the car.

The second ad looks like it’s from someone who isn’t into maintenance, and, by extension, that’s probably why the car is for sale.

That’s the impression the ads give before reading a single word. As a prospective buyer, I wouldn’t have bothered to read #2, because I’d assume another $2,000 or so in repairs would be coming up quickly. In this economy, and in my opinion, that’s going to override Jeep’s casual brand positioning.

By: Maria

Maria — Mon, 11 May 2009 15:32:43 +0000

I don’t think that either one of the ads was overkill, not in this day and age! But for me, the bottom was definitely more annoying if more entertaining to read. Christina’s post about her chair (and my own experience on craigslist and even eBay) illustrate a key point.

Buyers want to know what they are looking at, and sellers want to sell. As a buyer, I don’t care about sleek, pretty or clever, and yes, you aren’t required to provide a picture, but they help. But the picture isn’t helpful if it’s unclear, out of focus, too small, or artsy.

As a matter of fact, I’m looking for a bike on craigslist (I already know that I desire the bike), and if I saw the top Jeep ad for the model I want, I’d contact the seller asap. That ad gives me everything I need to know in a clear (and clean) way.

By: Mozz

Mozz — Mon, 11 May 2009 01:59:29 +0000

What puzzles me is that this is not the picture format for a craigslist ad. Craigslist pictures, for non-commercial sellers like this one, are much smaller, and the text would not have been legible. All the text is actually black on white in the body of the ad (especially if you want to attract more buyers in searches).

I think a lot of people thought that there was a catch and went for the second ad, especially with your title, “the non-design design,” despite their best opinion.

By: John Kantor

John Kantor — Sun, 10 May 2009 22:30:59 +0000

But both ads are overkill for craigslist. All you really need is a list of the attributes — even a pic is optional. If you come across as being too slick, people are going to be wary.

By: Christina

Christina — Sun, 10 May 2009 16:12:29 +0000

I have had a chair and a half on craigslist the regular, old way for a month or more. You know . . . a write up with three or four small pictures of the item. I kept getting nibbles, but no one actually ever bothered to come and see the chair. Then I redesigned the ad, and I immediately got two very serious inquiries.

When one lady came to look at the chair for her daughter she said, “My daughter loved your ad and wanted me to ask you what you do for a living.” “I’m a designer,” I replied. She said, “Well, your ad worked!”

Here’s the link to my craigslist ad: http://vancouver.en.craigslist.ca/fuo/1161211321.html

Any other success stories anyone want to share?

By: ozEworks

ozEworks — Sun, 10 May 2009 15:48:38 +0000

That’s the one I picked. Great fun. Let’s do some more.

By: jay

jay — Sun, 10 May 2009 15:10:08 +0000

Hi . . .
It’s great, I learn a lot; learning who’s your target audience is one key here.

Thanks.