Word of mouth may be thebest kind of advertising, but there will be a point when you’ll have to createpromotional material. And when you do, make sure you’re using the rightwords/methods to motivate your target audience:
• Always focus on yourtarget audience, and on what they need to know about your dealership andservices. Put the most important points first and/or use the most space forthem.
• Use a style and toneappealing to your target market. Informality is good for marketingcommunications. Use the present tense (“is” instead of “was”) and talk to theaudience ("you" rather than "they.") Be sure not to talkdown to your audience or get too technical.
• Give them the right amountof information, not too much or too little. Don’t use any more words thannecessary. A brochure or direct mail piece that is too wordy or not engagingwon’t get read.
• Use plenty of headlinesand subheads, and write them to highlight your strengths. A reader who onlyskims the headlines should still take away a strong favorable message aboutyour products or service.
• Use testimonials from customers who’ve been to your shop andkeep coming back. Don’t be afraid to ask for endorsements from satisfiedcustomers.
• Describe the benefits andfeatures of your dealership. And convey the intangibles – why you’re differentfrom your competition. Tell them why you know you’re good enough to servicetheir vehicles.
• Use a tagline to helpestablish your identity. A memorable tagline gives unity to your marketingpieces.
• Try out your copy onpeople who are like your target market, and have at least two people carefullyproofread your copy. A typo could mean that you’ll have to reprint a wholebrochure.
• Always include contactinformation – name, address, phone, e-mail, Web address. Don’t make it hard forthe customer to find you.
– Source: Tire ReviewBusiness Toolbox
