Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Michael Cirillo

Michael Cirillo Chief Executive Officer

Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

All About Me and Why I'm The Best!

Okay, you got me! This article has nothing to do with me, and everything to do with you.

On a daily basis I analyze dealer websites which I’m convinced had the same content writer. Have you ever seen websites with sentences that read like this, “Our team of automotive professionals have the knowledge you need to buy the right car...”? or “We understand that everyone has different financial situations, that’s why we’re proud to offer auto loans for every credit situation...”? or my favorite, “We are an award winning __________ dealer here to serve you!”...

OH SHOOT; that’s your website?!? Don’t worry, I’ll look away while you quickly delete those portions of your site content.

If you’re familiar with dealership website content that reads like a conceited teenaged football jockey wrote it, then read on! I’d like to dispel a myth and offer a content creation suggestion that you can take to the bank.

The Myth: Talking about yourself and your achievements makes you look more professional

Wrong! It makes you sound like the kind of person who stares at himself/herself anywhere a reflection can be seen. Nobody cares about you. They don’t care about your stupid awards. Why? Because they are your awards, not theirs.

You see, everyone has a favorite letter of the alphabet. Can you guess what it is?  Yup, the letter ‘I’. Instead of spending so much time talking about yourself and calling it a day, try refocusing your content on how being an award winner will help the consumer move closer to what they’d like to achieve or obtain.

This leads me to...

A Suggestion: Make Your Site Content All About The Consumer!

There are several ways that this can easily be done, but here’s the suggestion I’ll make here.

Put yourself in your customers’ shoes. Write out a list of things that automotive consumers would want/need to know to help shape their purchase decision. This list could include topics like:

  • Buying vs. Leasing

  • Used car buying 101

  • Private seller vs. Certified Dealership

  • Financing options

  • Credit rebuilding program

  • Graduate student program

  • Senior discounts

  • Military discounts

  • Affinity programs

  • Used car specials

  • New car specials

  • ...and the list could go on and on

 

Once you’ve compiled the list, think about your customer. Make every sentence you write a benefit to them. Show them how they can get what they want by working with your dealership. If you truly aim to help others achieve what they want, you will get everything you want (If you know who said that, write it in the comments below).  

 

Last thoughts

We could go in a million directions from here, but doing so would end us right back to where we are now. Confused about what makes good content, and discouraged not know how to get started. To summarize; stop talking so much about yourself, start talking about your customers.

How have you used content to drive more sales?

 

 Unlock all of the community & features  Join Now