There are some basic rules that I have learned that you can apply that will substantially increase your chances in finding the boat you are looking for. Before deviating or experimenting with what you might think will work better stick to the basic provided below. These rules are not based on speculation or theory they are derived from lots of failures.
1) NEVER allow your ad to look like a dealer. This in most cases will produce near zero results. This is most likely why anyone who has ever tried reverse ads has FAILED. Headlines like WANTED DEAD OR ALIVE or ANY BOAT ANY CONDITION. These headlines especially in the WANTED section of the classified will produce little or no results. Notice I did not say these types of ads will not get calls because they will produce lots of calls, however they generally will not get the type of response you are looking for. The psychology behind this is obvious, when you see this type of ad we immediately relate it to a dealer trying get your boat for nothing.
In writing reverse ads I have had the best success placing ads in the Boats for sale section. I have no proof but I suspect boat owners are looking to compare like boats for sale to determine the value of their boat. From my experience the placement of the ad is not as critical as the message it delivers. You main goal is to get in front of someone who has a boat and may be thinking about, or has thought about selling it. I have actually had good success in random placement of small 2 and 3” display ads in local publications. For this to work it requires the ad to be very specific but use the absolute least number of words possible.
In crafting you add you need to determine what you are looking for. As mentioned previously specificity is very important. For example we could go broad looking for anything that floats. This will produce the most calls however the quality of the calls will be poor and will probably not connect with the types of sellers we are looking for. Creating ads that are very specific like
“Wanted Grady White 21” CC from 1998-2006 any condition or motor type considered”
will produce the least amount of calls but the callers will more than likely have what you are looking for. Specificity will also get calls from boat owners who would not respond to a broad ad. From my experience the most direct specific ads consistently produced type 5 and 6 sellers. These type individuals despise tire kickers, want to maintain control of the sale and want the most direct and hassle free transaction. If you can connect with them you will get a great deal. Getting the best price will always be secondary to a clean hassle free sale every time. However you must be able to make a quick decision and complete the transaction quickly, Show any signs of indecision or low ball an already low offer from the seller and this deal will go south very quickly.