What If Auto Dealers Advertised to Build Trust?

You’ve seen headlines like these in ads auto dealers run every week in the newspaper. . . 

 · THE SALE OF THE YEAR BEGINS NOW – HURRY!!!

· WE’RE STACKING ‘EM DEEP AND SELLING ‘EM CHEAP!

· WE’LL BEAT ANY VALID NEW HYUNDAI OFFER BY $2,900!

· HOME OF THE PRICE BEATER GUARANTEE!

· DRIVE A LITTLE! SAVE A LOT!

· HUGE SAVINGS JUST A CLICK AWAY!

· THIS IS THE SALE YOU HAVE BEEN WAITING FOR!

· ROWS OF GREAT DEALS!

· WE’LL PAY OFF YOUR TRADE NO MATTER HOW MUCH YOU OWE!

· STOP! WE’LL BEAT ANY COMPETITORS OFFER GUARANTEED!

· 2 DAYS TO SAVE – TIME IS RUNNING OUT

· PICK YOUR PAYMENT!

Ugh . . . What amazes me is that after more than 15 years in the Internet era, when we, as consumers, have real-time access to what used to be “insider information,” such as invoice pricing, trade-in values, side-by-side vehicle comparisons and loan interest rates, many dealers STILL advertise to us as if we don’t have a clue. Their ads shout at us, instead of engage us. They’re cluttered with fine print, instead of filled with useful information. They promote themselves and their “deals,” instead of build trust.

COPYWRITING ALONG THE TRUST CONTINUUM

In my previous posts Where Does Your Copy Fit in the Sales Process and What Happens When Copywriters Shortcut the Sales Process, we introduced the concept of the Trust Continuum. Below is the graphic.

 

You and I represent the target audience. Dealer X advertises with the headline, HURRY! TIME IS RUNNING OUT ON THESE HOT DEALS!  

Do you feel compelled to check that dealer out?  

Didn't think so.

Why not?

No trust.

Refer to the "Trust Continuum" in the graphic above. The dealer is making a “Stage 2-3” proposition in the sales process, before first establishing trust with us in “Stage 1.” We're at “0-1” on the Trust Continuum, and Dealer X is marketing to us as if we're at “5-7.” The ad is doomed to fail because it shortcuts the sales cycle.

What if, instead, auto dealers advertised to build trust with us? What if their ads stopped pushing to consummate a “car deal” on the spot? What if, instead, they created ads that actually warm us up to them?

Wouldn’t we be more inclined to at least check that dealer out? Wouldn’t it be such a refreshing contrast to the typical high-pressure, “what-do-I-need-to-do-to-earn-your-business-TODAY” sales pitch that kills trust?

I think so. Do you?

Ok. So, let’s explore this concept further. What approach should auto dealer ads take to build trust?

FORMAT

I propose that dealers should write ads in a more editorial style, compared to the common approach that tries to list as much inventory and special offer “call outs” that can fit on the page. This differentiation in format alone will make the ad stand out from the other dealers’.

10 HEADLINES TO GET STARTED

What should these ads cover? Try these headlines.

1.    What to Look for in a Used Vehicle BEFORE You Buy

2.    Finance or Lease? How to Determine Which is Best for You

3.    10 Tips to Prepare Your Trade-in to Attract Maximum Value

4.    What to Look for in Your Dealer’s Service Department

5.    What are the Pros and Cons of Extended Warranties?

6.    7 Car-Buying Pitfalls – and How to Avoid Them

7.    Here are 3 New Models to Check Out . . . Which One Best Fits You?

8.    If You Were a Car . . . What Would You Be?

(Dealer creates ad to look like a personality profile, with each car depicting a different personality trait.)

9.    10 Keys to Finding the Right Car for You

10.   What Dealers Look for in Your Trade In

BODY COPY

Deliver the goods. Present useful tips that add value to your audience. Avoid trying to be too sales-focused. Position your dealership as a team of professional advisors who have the client’s best interest in mind.

CALL TO ACTION

Instead of, HURRY! BEAT THE PRICE INCREASE!, make your Call to Action (CTA) more productive by leveraging it to build a database (or following) of prospects who give you permission-to-market to them. How? Here are some ideas:

1.    Invite your audience to subscribe to your e-newsletter that keeps them posted on, say, the latest manufacturer incentives (e.g. “The Incentive Insider”) and dealer special offers (e.g. “Demo Deals” and “Off-Lease Opportunities.”).

2.    Show readers where they can go to request a no-hassle vehicle quote online. (And make sure that process IS hassle-free.)

3.    Give audience the option to schedule a no obligation vehicle consultation.

4.    Highlight the option to “live chat” with a knowledgeable sales consultant.

5.    Lead readers to where they can follow your dealership’s news on Twitter, Facebook and any other relevant social media arena to engage your prospects. 

PUTTING IT TO THE TEST

What do you think? Could this approach work? Anything I missed that would be effective? 

To: Auto Dealers . . . What’s the downside?

About the Author:Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.

Comments

[twitter.com/WritersKitchen]

Wow, if car dealers actually implemented your suggestions, I might consider trading in my minivan right now. As it is, I use any excuse to avoid a visit to a car dealer.

This post is brilliant. I especially appreciate the way you've identified corresponding points on the sales cycle/trust continuum--then shown how brashly the auto industry jumps ahead in the cycle.

Your new editorial "content marketing" approach reminds me of an older car ad model: I'm recalling David Ogilvy's famous text-dense Rolls Royce ad.

While Mr. Ogilvy didn't offer how-to tips, he gave his elite customers—-admittedly from a less ad-saturated age-—features and benefits important to them. (I love his note that power steering, power brakes and automatic shift meant "No chauffeur required...")

[Sean M. Lyden]

@WritersKitchen,
Thank you for your feedback. Wow. I'm laughing because I had the same image in my mind [re Ogilvy's Rolls Royce ad] as I wrote this post...Here's what I don't understand. Most of us dread going to a car dealership because of the "what-must-I-do-to-earn-your-business" high-pressure sales tactics. Yet many dealers still advertise and sell with this mindset. Why? Imagine the increased floor traffic -- and sales -- a dealer would generate if they focused on creating a "safe," more refreshing environment for customers to shop. That dealership would certainly set itself apart from the competition.

[Gerardo]

Advertising and marketing are very much important in automobile industry, irrespective of the brand or company. All the companies are trying different strategies to maintain the sales. Nice article has some very useful information.

[honey]

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