I read car ads every day. Part of my job description involves writing a Pick of the Day for vehicles listed on ClassicCars.com, or an AutoHunter Spotlight for vehicles on our AutoHunter auction site. One thing I can say without hesitation is that people don’t put on their thinking cap when writing an ad to sell a vehicle. I “get it” that it can be difficult to remember everything that is pertinent to a potential buyer, so let’s cover several issues I often encounter—heed these recommendations so you can write a better ad for your car(s).
Data Plate
This trim tag may show a little or a lot. For GM cars, you can learn about a car’s original trim combination (color and interior), scheduled build date, assembly plant, production sequence, and possibly several accessories depending on the model year. FoMoCo products offer more information like engine, transmission, rear gears, and original sales district. For Mopars, they are known as fender tags (as they are usually on the driver’s side inner fender) and show most options installed at the factory, though it’s not always complete and information may vary by assembly plant. Data plates for GM vehicles are generally found on the firewall, while Ford and AMC products have it on the door jamb.
Invoices and Other Paperwork
You know that super write-up you’ve just drafted? You’re probably patting yourself on the back for something so well-written. So, how come you mention you have the original invoice but don’t post it in the photo gallery? Ditto the Marti Report—why tell potential buyers that you have it but you don’t post it? Like data plates, any items involving pedigree should be photographed and uploaded. What about window stickers? Only if they’re original, as reproductions won’t cut it. Don’t waste our time saying you have it but don’t list it—back up your claims with photos!
Updated Equipment
I recently looked at a car that had a bucket seat interior with console, but the ad did not show the data plate, so all I could do was assume this setup was original to the car. How did I determine something was fishy? A dial in the instrument panel featured a PRND21 quadrant, which meant the car originally came with a column-shift automatic (were the seats changed too?). Additionally, this vehicle had a tachometer but no other gauges, so I glanced at an order form I found online and noticed that the only way to order a tachometer was with the gauge package. Since there were idiot lights in place of gauges, I knew the tach was an incomplete installation. Sure, I was resourceful, but not everyone knows how to be. Mentioning what has been updated is a fine way to be a good citizen while selling.
Don’t Ignore the Details
Alright, so your car has a radio—big whoop. But it’s important to say whether it’s the original one, whether it has FM reception, and so forth. Be sure to give us the brand if it’s not original, which is especially pertinent for things like aftermarket wheels or headers. What about the engine? If you make the claim that it’s numbers-matching, it would be reasonable for the rest of us to expect to see images of the the engine code and production sequence.
Resolution and Perspective
We all can’t be Ansel Adams, but we all can channel our inner photographer and try to do our best. Confounding a lack of photography chops is the world of computers, which can get quite confusing with the settings on your phone’s camera. You may not have an idea that the photos you take with your phone are set on a poor resolution setting, so go on YouTube or elsewhere to learn how to adjust your phone’s camera—horizontal pixels should be at least 1200 and ideally more. (A good rule of thumb is to go overboard—we can always trim pictures and/or resolution if needed.) Additionally, a horizontal landscape works much, much better than vertical, so don’t hold your phone upright when taking pic (note the image below). Be sure to take pics earlier or later in the day so that it’s not too sunny, and be aware of shadows!
