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>>