Tip 1 - Focus On Your Customer, Not Your Inventory & Dealership

When a potential prospect reads your advertisement / letter, or brochure., the one thing they will be wondering from the start is: “what’s in it for me?” 

And if your advertisement doesn’t tell them exactly.... it’ll land in the trash faster than he can read the headline or lead. 

Most every advertiser makes this mistake. They focus on them as a company. How long they’ve been in business, who their biggest customers are, how they have the best vehicles... 

Actually, these are important, but they should be expressed in a way that matters to your potential customer. Remember, once they thrown it in the garbage, your sale is lost! 

When writing your sales copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect’s profile. What would I say to convince this friend to try my product? How would I target my friend’s objections and beliefs to help my cause? 

When you’re writing to a friend, you’ll use the pronouns “I” and “you.” When trying to convince your friend, you might say: “Look, I know you think you’ve tried out every "thing" out there. But you should know that…”  

And it goes beyond just writing in the second person. That is, addressing your prospect as “you” within the copy. The fact of the matter is there are many successful ads that weren’t  written in the second person. Some are written in the first person perspective, where the writer uses “I.” Other times the third person is used, with “she,” “he,” and “them.” 

And even if you do write in the second person, it doesn’t necessarily mean your copy is about them. 

For example: 

“As a top rated Dealer you can take comfort in the fact that I’ve bought over 10,000 vehicles in the past 10 years and mastered the tricks of buying only the best vehicles”

 Although you’re writing in the second person, you’re really still focusing on yourself.

So how can you focus on them? Stay tuned for our next post.

"52 Free / Low Cost Marketing Strategies Guaranteed to Attract New Customers & Clients Into Your Auto Dealership In Any Economy".