We all know a car dealer ad as soon as it comes on the radio. We know we’re about to be pitched something that we may be in the market to buy, and we’re going to do one of two things: listen up or tune it out. In most cases, it’s the latter, and there is a reason for this.
Auto dealers, in particular, haven’t significantly changed the way they market in years. The way radio ads play out has been largely the same from the beginning, only tweaked to fit the language and social zeitgeist of the time. In fact, so many of these ads sound so much alike it’s as if there is no specific audience for them.
That, right there, is the problem.
Today’s content needs to stand out. It’s that simple. If your ad sounds like everyone else’s, you will only ever attract people who are currently looking to use your services. You will never convince anyone else that those services are needed right now unless you direct your copy in a way that delivers that message with authority.
In all fairness, the type of angle I just described that works in any kind of selling. When it comes to buying cars, however, people need to hear specific things in a specific way if they are going to be motivated to follow your call to action (which, in most cases, involves getting people to visit).
It isn’t enough to simply ask the random listener to come in and look at cars. They need to be given a reason – a unique reason – delivered in your brand’s unique style if you want to make them think about it when they’re ready to buy. With all of this in mind, I want to offer a little advice today on how to accomplish all of the above.
Start with a Unique Angle
Forget, “We want you to buy a car.” Think, “You need to buy a car.” Most car dealer ads revolve around the former whether it’s intended or not. I’m going to take it one step further, too. Your ad also needs to answer the question, “Why?” Why does Joe Q. Listener need to buy a car right now? I’m going way out on a limb here, but…
With Your Next Ad, Try Telling a Story
I was thinking as I was writing this that we just missed graduation season for this year. This is a great time to target high school and college grads, along with their parents. The same ad can get the student as well as the parent(s) into the dealership. For the student, push the independence angle — going off to college or just to hang with friends. For the parent, push ideas like safety and dependability, but focus more on how having a car will make it easier for the student to visit.
All of these points can be conveyed in narrative form, so come up with a good story. This angle works well in email marketing, as well. Marketing emails that employ storytelling get better open and conversion rates. People’s perceptions of things don’t change, but they do shift to accommodate the message delivery. People expect more from radio ads, so choose your audio well. Music and sounds that match the tone and messaging of the copy will bring more people in.
Make Sure All Your Content’s Messaging Matches
I will make one sideline comment here and encourage you to read the pieces I’ve done on matching visual and audio media with copy. I always recommend knowing how you want your content to look and sound, and write the copy around that. Most marketers still do the exact opposite; they write (or commission) their copy, then go looking for supporting content that fits. Think about it: It’s easier to describe an existing picture than it is to try to paint one. Remember that. It’ll make developing a good story and writing your copy around it easier.
Steer Clear of Clichés
People are becoming more and more immune to gimmicks and catchphrases. Everybody knows that car dealers have Columbus Day sales and the like, and they are almost always marketed the same way. Yes, advertise your sale, but lead with why the listener should come to you. Be specific and be real. Make genuine promises and be sure you can deliver.
Ditch the Reverb
There is no better way to alert the listener to the fact that they’re about to hear a dealership commercial than to punch the reverb on the narration. This isn’t a copywriting thing, but it’s a responsible content thing, so I thought it was worth mentioning. When you’re working with your audio editor, make sure you tell him (or her) that you want the delivery to sound natural and real. Talk to your audience, not at them.
Write with Lead Nurturing in Mind
This is where things get tricky… car dealer advertising revolves largely around the concept of urgency. “The time to buy is RIGHT NOW!” But what if someone likes your ads, feels comfortable with buying from you, but doesn’t think they’re ready right now? Well… they need to hear two things in your ad: You understand that, and you have a possible solution.
Try reducing buying language and increasing invitations to simply come in and look. Many potential buyers don’t know the kinds of help and financing options that are available to them and, subsequently, don’t know they really are ready to buy!
Still a Great Medium
Even in 2019, radio is still a legitimate marketing medium. What isn’t still legitimate is the way so many of your competitors write their ads. If you want to learn how to develop effective auto sales copy but don’t think you have the time or knowhow to write relevant, timely copy for your audience, we’re here to help. Contact us today to learn more and get started writing radio scripts that convert!
