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What’s Working?


A common question among car guys is the famed line…  “What’s working?”  While it is two simple words in a phrase, it is a sign of our industry that people want to know from others what has been successful for them. We have rounded Thanksgiving and are heading into the home stretch –  December. This is one of my favorite times of the year and a monster retail month. The only drawback is 50% of the business is usually done in the final 6-7 days of the month because of the amount of time that people have off from their jobs and are on vacation.

One direct answer that I have never been wrong about in a decade of repeating it when asked, “What is working in December?” is DIRECT MAIL. It could be because people check their mailboxes more often to see all the Christmas cards sent to them from their friends and family. It could also be because more people are falling downward through the purchase funnel getting ready to make vehicle purchases before the end of the year.  Regardless of the reason, this is the season to generate traffic and get December off to a good start.


The number one source of new business is the person you are currently doing business with.  I don’t know how many times I have said that in the past and how many more times I will say it in the future but it is true. Sure you can send an email blast out and not spend the money for printing and postage, but now is one of those times like no other when you can jump the market and capitalize on your opportunities through direct mail.

If you want to know what is working right now, this very minute, and has the best chance to work for you – Direct Mail.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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