The Industry's Leading Source For F&I, Sales And Technology


Plotting the Perfect Advertisement

March 2008, F&I and Showroom - Feature

by Tom Herald - Also by this author

Advertising is one area in which dealers continue to get into hot water. Every dealer wants a competitive edge in the market, but offering unrealistic deals to attract customers can cause extensive monetary and legal troubles for a dealership. The key to effective advertising is to know your customers, and to offer realistic but tempting deals to get them onto your lot.

The things that worked in advertising 50 years ago continue to work today. Despite the changing of times and the onset of technology, people still react the same way to effective advertising. And with so few well-done dealer ads out there, an effective one will really stand out.

Creating the Right Image

When writing any type of advertisement, dealers should keep in mind two things:

1. Most people don’t make a buying decision based on logic; they buy based on their emotions.

2. People don’t want to feel like they’re being coerced or pushed into anything; they want to feel like they arrived at a buying decision completely of their own free will.

The second consideration is more difficult to accomplish than it sounds. There’s a very fine line between making customers believe they came to a decision on their own versus making them feel pressured to make a purchase. To achieve successful sales, you must learn that distinction and master the art of vehicle selection and re-selection.

What a dealer is doing with advertisements is creating an image that is desirable to consumers. Remember, a vehicle says a lot about a personality. Even though people need reliable transportation, they want image. Looking good and feeling good are important emotional draws when writing effective sales material in the car business.

Using the Right Formula

Writing an effective advertisement is actually quite simple. If you consistently apply the basic fundamentals outlined here, you will see your traffic count rise and hear your phone ring more often.

Your Comment

Please note that comments may be moderated. 
Leave this field empty:
Your Name:  
Your Email:  


So Here's the Deal

Ronald J. Reahard
(Video) Measuring Up

By Ronald J. Reahard
Top trainer has a three-part answer for an F&I newbie who wants to know how he measures up against his peers.

It's OK to Be Nervous

By Ronald J. Reahard
Top trainer welcomes an anxious recruit to the F&I ranks with 10 pieces of practical, hard-earned advice.

(Video) Have a Real Conversation

By Ronald J. Reahard

Combating CUs

By Ronald J. Reahard

Done Deal

Gregory Arroyo
What’s Your Take?

By Gregory Arroyo
The editor provides an up-close look at the topics he hopes to cover during his Industry Summit 2017 panel session. He’d also like to hear your take on these hot-button issues.

Connecting the Dots

By Gregory Arroyo
The editor opens up about his time in the car audio industry and how that experience shaped his thoughts about the internet, telematics, and the connected car.

See You in Big D

By Gregory Arroyo

Don’t Tune Out

By Gregory Arroyo

Mad Marv

Marv Eleazer
Industry Summit: It’s Worth the Investment

By Marv Eleazer
Reflecting on the returns of a well-trained service technician, His Madness has a message for dealers who think F&I training isn’t worth the investment.

6 Ways to Deliver Exceptional Service

By Marv Eleazer
Inspired by a visit to the suit store, His Madness lists six ways F&I pros can tailor their wares to fit any customer.

Doing Our Part

By Marv Eleazer

There’s No ‘I’ in Team

By Marv Eleazer

On the Point

Jim Ziegler
Sharpen Your Survival Skills

By Jim Ziegler
‘Da Man’ has a plan you can use to survive the collapse of the car business and remain profitable through the dealer apocalypse.

Sales Rock Stars Still Exist

By Jim Ziegler
Da Man says $40,000-a-month sales rock stars still exist. He says you’ll find them on YouTube and Facebook Live.

The New Stooges

By Jim Ziegler

Is Your Quick Lube Driving Away Business?

By Jim Ziegler