Gary North

Aug. 18, 2010

I know how to use the video editing software Adobe Premier Elements. It sells for under $100. But I decided I ought to learn Sony Movie Studio Platinum, which is in the same price range.

My time is limited. I do not like climbing learning curves. So, I figured I would get some help. I ran this ad for $25. Headline: Teach Us Sony Movie Studio. I ran it in the Film/TV/Video section.

Craigslist automatically adds the city. Otherwise, I would have added it.

Here is the ad:

My wife and I want to learn basic editing with Sony Movie Studio 10 Platinum.

I assume one Saturday should do it: 10 a.m. to 5 p.m. If you can do it in less time, fine.

I am using a high-speed Windows-based computer with 9 GB of RAM.

I will pay $250.

If you have a video posted on the Web, send me a link.

Let me take you through this ad.

The headline is simple. It says in five words what the needed service is. Someone has to teach at least two people how to use Sony Movie Studio.

Why "Us"?

Because there are weirdos out there. You may have heard of the Craigslist murder suspect who committed suicide. A lot of women have.

When a woman reads "us," she gets a signal: this is not some lone-wolf wacko. Maybe two, but not one. Two are rare. So, she may click the link to read the offer. She sees the offer: a husband and wife. This says "safe." My wife may not want to learn the program on the day I schedule; I have not asked her. But she will be in the house with me.

Then there is my risk. I don't want some woman who is looking for a chance to yell "rape." I don't want a lawsuit or a shakedown. A woman with that motive will not come to my house. There is another woman in the house.

Movie Studio 10

I have the latest edition. This tells the person not to contact me if he does not know the program. Several people did. I did not invite them to teach me. One person told me that the program is no good, that I should have him teach me a different program. That guy is not a marketer. I blipped the email.

Saturday

I mentioned Saturday. This way, I can get someone on his day off. He can pick up extra money on the weekend. One trip out; one trip back. Done. I get a skilled professional at a walking-around-money price. He wins. I win.

He sees that I may want to buy 8 hours. He knows what is expected. But I offered hope: maybe two or three hours. He may get the afternoon. Can he teach me what I need to know? If so, it's easier money.

I may save time. This is good for me. I want to learn the basics fast. If he can teach me in three hours, good for him. If he can do it in two hours, even better. I do not believe in the labor theory of value.

9 GB of RAM

This tells the person that I have a functioning computer for video work. I know something about the technology. I am not a complete idiot. I paid extra money for a better tool. This says "this guy is serious."

$250

He now knows the price. Is it worth it? If not, he need not contact me.

One guy said he would do it for $200. That's what I like: a marketer. Another told me his background. He had used Sony Movie Studio professionally. Another marketer: suggest added value.

Send a Posted Video

I like samples. "Let's see what you can do." If they are honest, they will send me a real link. The $200 guy had the best one.

Did It Work?

I had several takers within two days. The $25 were well spent.

I may hire two of them on successive Saturdays. At $250 per teacher, that is cheap. One of them will get me up to speed.

I will have him record the day's work with Camtasia Studio, the screencast program. This way, I will have a record of what he does. I may forget. Why not have a record? If my wife is busy on a Saturday, and she decides to learn the program, she can view the screencasts.

This is a simple ad. It's straightforward. It worked.

Conclusion

Here are the rules:

1. The headline must attract and also screen out.
2. Pick a Saturday to attract part-time help who want spending money.
3. Tell how many hours (maximum).
4. Offer hope of fewer hours.
5. Name a price.
6. Ask for a sample or evidence of expertise.

Craigslist is a wonderful tool. Just make your ad do its work.