AUTOMOTIVE ADVERTISING & MARKETING

Compelling Copy

How to Write Compelling Copy for Advertisements

JKRAdvertising / Automotive Advertising Advice /

October 14, 2015

Compelling copy is a major part of any automotive advertisement. We at JKR Automotive Advertising understand the importance of a well-written script, and in order to ensure success there are certain guidelines we follow. Below are just a few.

Know your target audience. Who are they? What’s on their minds? What makes them tick? Once you have done the research, you can craft your copy accordingly.

Take into account the medium for which you’re writing. For example, in many cases you will want to craft a radio script differently than you would a TV script for the same product – because TV offers the visual effect radio cannot provide.

Clearly identify the advantages of products and services you are pitching. What makes them different? What makes them better, or distinguishes them from their competition?

Use quick-hitting, concise copy. You have a very finite amount of time to make your point, so the quicker you can get to it, the better.

Don’t make the consumer have to hunt for the main point of your ad. Because they won’t! It should be obvious within the first few seconds of your ad, and it should be repeated, too.

Be careful when you try to be excessively creative. By doing so, you are apt to distract the consumer from the real point of the advertisement. Compelling copy is great, but not when it takes the focus away from your intended message.

Create urgency. This is especially true when it comes to automobiles! When you give the customer the feeling they must act soon, it can often be the thing that makes the customer who’s “on the fence” come in and buy a car from you!

FREE Advertising Review

If you need increased traffic at your dealership, you need JKR Automotive Advertising. If you’re already a successful dealer, think about what it would be like with an even bigger piece of your market share. As an exclusive automotive advertising agency, JKR makes its clients easy to remember… and difficult to ignore. Call Eric Tigner at (321) 397-0777 today for a free, no-strings-attached automotive advertising and marketing review, and find out what JKR can do for your dealership!

JKR Automotive Advertising: We Move Cars.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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