I find myself telling a lot of automobile dealers a tried and true principle of advertising… “perception is reality”
When we write and create automotive ads we are starting out at a disadvantage from the get go. Car salesman rank in the top 3 with lawyers and ad guys as the 3 most mistrusted professions in today’s career field. That is why creating a real and logical perception should be the root of every dealership’s advertising message.
Phrases like “64 cars will be sold in the next 4 days” or “the vehicles are parked in the grass and gravel because we have no place to put them” or even one of my favorites “we are out to sell 500 cars this month to remain #1.” All of these lines and many more create a perception of something outside the normal sales pitch happening at a dealership on a given day or series of days.
Some advertisers and marketers think this is type of messaging gets missed by the viewer and dismissed by the consumer, but I would remind them that perception is reality and people like to do business where business is being done.
Promote that you are big, promote that you are better, and promote that you have something very real to get past the competition.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.