Tip # 4 - Involving Proof and Believability In Your Dealer Ads

When your prospective customer reads your ad, you want to make sure they believes any claims you make about your vehicles or Dealership. Reason being -  if there’s any doubt in their mind, they won’t bite, no matter how sweet you make your deal. In fact, the “too good to be true” mentality will virtually guarantee a lost sale…even if it is all true.

So what can you do to increase the perception of believability? Because after all, it’s the perception you need to address up front. But of course you also must make sure your copy is accurate and truthful.

Here are some tried and tested methods that will help:

If you’re dealing with existing customers who already happy with your Dealership, emphasize that trust. Don’t leave it up to them to figure it out. Make them stop, cock their heads, and say, “Oh, yeah. This Dealer has never done me wrong before. I can trust them.”

Include testimonials of satisfied customers. Be sure to put full names and locations, where possible. Remember, “D.C.” is a lot less believable than “Derek Clark, San Diego, CA.” If you can also include a picture of the customer and/or a professional title, that’s even better. It doesn’t matter that your testimonials aren’t from somebody famous or that your prospect does not know these people personally. If you have enough compelling testimonials, and they’re believable, you’re much better off than not including them at all.

If posibble , cite any awards or third-party reviews the product or service has received

If you have either sold a lot of vehicles  --  Or you are  New Dealer and your manfucturer is #1 in sales , tell them. It’s the old “5 million people can’t be wrong” adage (they can be, but your prospect will likely take your side on the matter).

Try to incorporate a great return-policy if not completely satisified - Perhaps a 7-Day Return Policy at your Dealership? 

If you can swing it, adding a local celebrity endorsement to establish credibility. Heck, if ‘ol honest " ? " drives " ?  ", it must be true! Get the idea...

If you are limiting the offer with a deadline “purchase by” date, be sure the deadline is real and does not change. Deadline dates that change every day are sure to reduce credibility. Your prospect will suspect, “if his deadline date keeps changing, he’s not telling the truth about it…I wonder what else he’s not telling the truth about.”

And also avoid the "hype" at all costs.

I hope you find value in this weeks post and wish you all that this year - 2012 will be your best ever!

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