Dealer Creative

Words mean things.

You know this to be true in all of your relationships... family, friends, co-workers, etc.

But consider the importance of every word in your advertising.

Each word you choose in your headline or opening line has to carry meaning and impact.

The words you use to inform and motivate need to speak to the hearts and minds of the customer.

When you call the audience to action, each word should be simple and easy to remember.

The opposite of this is: words about you. Words that are safe.
Words that are insincere or not believable. Words said too fast and too loud. And of course, saying too many words.

The first impression a customer has with your dealership could very well be in your ads. Use the right words in the right way to get off on the right foot.

Should you talk about the customer experience in your ads?

Have a look at this very interesting exchange on CBT News with Meta’s Bob Lanham. Bob makes the case that you should talk about the customer experience in your ads. It could be that one thing that sets you apart from the competition.

Brian Pasch and Paul J Daly advocate much the same thing, especially if the OEMs assert more control or move to a direct-to-consumer model.

However, Jim Fitzpatrick counters by suggesting that very few people contact the dealership and ask, “can you tell me more about the experience I will receive.” He says shoppers are more inclined to contact the dealership to find out more about a specific offer.

Have a look at this interview and let us know what you think… what’s the right strategy: promote the experience or promote an offer?