The advertisement that lured men to their deaths

Richard Beasley crafted an effective wanted ad.

This was the ad that serial killer Richard Beasley, also known as "Jack", posted on Craigslist:
"Wanted: Caretaker For Farm. Simply watch over a 688 acre patch of hilly farmland and feed a few cows, you get 300 a week and a nice 2 bedroom trailer, someone older and single preferred but will consider all, relocation a must, you must have a clean record and be trustworthy—this is a permanent position, the farm is used mainly as a hunting preserve, is overrun with game, has a stocked 3 acre pond, but some beef cattle will be kept, nearest neighbor is a mile away, the place is secluded and beautiful, it will be a real get away for the right person, job of a lifetime—if you are ready to relocate please contact asap, position will not stay open."
Jack painstakingly designed the ad to conjure a very particular male fantasy: the cowboy or rancher, out in the open country, herding cattle, mending fences, hunting game—living a dream that could transform a post-recession drifter into a timeless American icon. From the many discarded drafts of the ad that investigators later found, it was clear that Jack was searching for just the right pitch to catch a certain kind of man’s eye. He tinkered with details—the number of acres on the property, the idea of a yearly bonus and paid utilities—before settling on his final language: “hilly,” “secluded,” “job of a lifetime.” If a woman applied for the job, Jack wouldn’t bother responding. If a man applied, he would ask for the critical information right off the bat: How old are you? Do you have a criminal record? Are you married?
Read the rest of the story: Murder by Craigslist. A serial killer finds a newly vulnerable class of victims: white, working-class men. The Atlantic>>

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