By infowriter
Every two minutes a car is sold using Gravitational Marketing. We’ve spent over $96 million dollars in marketing and we have tested the results of our Gravitational Marketing techniques and campaigns with excruciating exactness.
Here are a few things we’ve found along the way that you can use to make your advertising and marketing more efficient and draw more consumers to your store naturally.
1. Take a position. In order to make your advertising to be effective and sell the number of cars you want it to sell, you must first ask yourself this very important question: Since the customer has a thousand other options, as to why in the world should they choose you? Should it be because you specialize in getting people accepted who can’t get accepted anywhere else? Maybe that you are a fun and family oriented place to buy a car or you give more in trade value than any other dealer. Maybe you are more moral or you cater to women. Should it be because the people specialize in heavy trucks or fuel efficient cars?
Your results depend less on what we would write in your commercial than how your dealership is positioned in the minds of your prospects. Price, service and longevity don’t count and don’t sell. You must prefer a GPS – Gravitational Positional Statement. A GPS is a statement that gives your marketing direction and your customers a road map to find you. Your GPS needs to be opted before any publicity is created or positioned. It may take research. The answer may be buried in your customers. Find it.
2. Big Hooks. The next most important decision is this: what can you promise a customer that will make him drop everything and come to your store? We’re not talking about a slogan or a catchy phrase or a template. A hook is somewhat a big promise which delivers a really good benefit which solves a problem and also delivers an irresistible offers to the prospect. This benefit should be unique to you and it should be aggressive. And you must be able to deliver on what you promise. Most advertising offers no substance, makes no promises and offers, no big reasons why the customers should do trade with you. Same old lame marketing does not sell. It reeks. Without a hook you catch no fish.
3. A BIG Idea. A BIG Idea is a unifying theme for a dealership. It gives the consumer a point of reference. This gives the consumer the ability to relate to your note and to you. Without a BIG Idea your marketing will be boring, confused and uninteresting. Boring ads are invisible. You need a BIG Idea in order for your marketing to grab your prospects by the throat and wake them up and get them to test drive, take action and buy. A BIG Idea is usually based on Ockham’s Razor which states “All other things being equal, the simplest solution is the best.”
BIG Ideas are not easy to create or identify. They approach via flashes of brilliance while in the shower, midnight half conscious visions. Often unnoticed, not taken seriously or lost in a fleeting moment. Once captured, they start as a lump of coal that must be polished into a dazzling diamond. BIG Ideas are worth digging for. A good one can be worth many millions and last a lifetime, like Gravitational Marketing.
4. Emotions sell. People buy from other people. They make choice based on emotions. How they feel about someone is a big factor in buying. Given a alternative they would choose to buy from friend or family. People don’t get emotional over companies. Number 1 priority should be to incorporate the personality into your advertising. Stodgy, stiff and corporate-like marketing message don’t resonate – and they don’t sell either.
5. They snooze, you lose. The major crime ever committed by an advertising company was creating boring advertising. It ought to be forbidden. Unfortunately it’s done every day. Bad car advertising is basically an epidemic in the society. Most car ads are impersonal, lifeless monsters. Good advertising exudes personality, confidence and attract. It impacts people at their emotional core. Make your marketing exciting, compelling and fresh by matching the internal dialogue your customers are having.
6. Don’t sell vehicles. Advertising vehicles in your advertising is a bad idea. Cars are commodities. Every dealership has the similar cars, with similar options and prices. Marketing vehicles causes price shopping, haggling and terrible grosses. One should advertise something different other than the automobiles.
Sell the deal and the dealership. Stop promoting commodities. Start selling options.
7. Accelerate the market. Less than 8% of your market is looking to buy a car today. A small percentage that gets diced up and dealt to every supplier in town. Success manifests from moving non-intenders into the buyers circle today. You build your own instant pool of prospects.
8. Clarity. Most promoting campaigns lack quality. They happen to have more than one call to action. They are actually put under immence pressure to perform far too many duties. The outcome is poor performance in all areas. Favorable returns are only attained when a single, clearly defied, fundamental promise is made with repetition and frequency.
9. Who’s your agency. There are a lot of so-called specialists, marketing people and agencies out there. Many are former car salesmen, managers or else media salesmen. These are not promoting people. They’re sales people. Advertising is a discipline and an art. It needs a complicated mind-a enthusiastic student. It takes years of study, testing and failing. It requires an understanding of human psychology, persuasion, salesmanship and copywriting. You must also know the car business.
A good automotive adman understands the mind of the car buyer. This type of person is required to make automotive advertising work. Success comes from a passion and commitment to the craft. There are very few agencies on the planet with owners who possess these qualifications. We do.
Jimmy Vee and Travis Miller are the nation’s leading experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Get important automotive advertising tips for FREE by requesting their FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting http://www.RichDealers.com.
By infowriter
I am about to tell you a wildly successful auto marketing strategy you will perhaps reject… but I’m going to tell you anyway because IT WORKS.
In fact, this is one little thing you could do which will immediately give your business the power to draw quality clientele who pay more, stay more time and refer repeatedly.
And like we said, you’ll probably reject it …AT FIRST, but once we break this down into manageable pieces (and in plain English); you’ll be chomping at the bit to get started.
Yet before I let you in on this powerful marketing secret, let me just say this:
If you are feeling the effects of tightening wallets, scarce credit and the fear-based economic recession then you know you need more horsepower than ever before to convince somebody to release their iron fist and spend money at your store.
The importance of confidence and value has been previously discussed by us. We’ve discussed the change that’s occurring in client confidence and spending habits.
These dynamics are not becoming better, unluckily. As a matter of fact, they have gotten worse. So what that means is if you’re a dealer trying to get by with a little marketing or even sloppy marketing… or not tracking your marketing efficiency all together, you are in fact in trouble.
The good news is that you do not need to stay in this type of trouble eternally. You could swing the dynamics of this new economy back in your favor. And what I am about to tell you will help you do just that.
So what is it? What is this magic thing which could instantly give your business a quick kick in the proverbial pants and have you attracting more customers than you’ve ever gotten even in the good times?
Write a book.
Seriously… write a book.
I am going to give you a minute to either 1) stop laughing or 2) stop huffing and puffing and spouting off all the reasons why that will never work for you. As a matter of fact, some of the excuses going through your head likely sound a bit like, “I can barely write my name,” or “I do not have anything to say” or “Who is going to read it”…or better yet…. “I don’t have time to write a book! I have a BUSINESS to run”.
But that is all nonsense and I’m gonna give you a proven blue print to pump out a book targeted to your perfect customer which will automatically position you as an expert in your field this very year.
As you might know we published our very first book, Gravitational Marketing; The Science of Attracting Clientele in March of 2008. When we wrote that book we didn’t do it the traditional way (we do not do anything the traditional way). When we wrote our book we were on a national seminar tour putting on 2-day seminars all over the country. When did we have time to write a book?
Well we didn’t but we found time and we’ve done it for several of our VIP clients since.
Here’s how we did it…and how you could too:
1. Sit down and make an outline of the ten biggest questions or concerns your clientele have when purchasing and financing a car.
2. Find someone to ask you those questions in an interview style setting. Answer the questions as if you were speaking to a consumer on the lot. Explain in plain English and answer the questions using illustrations and stories. Record the interview.
3. Send the recording to a transcription company who will transcribe it for you and gives it back to you as text.
4. Find a local newspaper writer or editor and hire them to edit the transcript into a lot more flowing prose.
5. Find a graphic designer to create a cover and layout the inside. Put your image on the front of the book.
6. Send the book to 48HrBooks.com and have copies made. You can do small runs and still get them under $4 a piece.
Writing a book positions you as a leading expert and authority in the market. It elevates you over all your rivals, reduces buyer anxiety and distrust and speeds up the sales process.
A book even opens several doors in terms of local media exposure and free advertising opportunities for your dealership.
Writing a book with our method takes a bit of work upfront but it is something that pays dividends for the life of your career.
So what are you waiting for? It’s time to get started!
Jimmy Vee and Travis Miller are the nation’s leading experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Get important automotive advertising tips for FREE by requesting their FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting http://www.RichDealers.com
By infowriter
There is a Better, More Natural Way to Attract Car Buyers
The quicker you realize this, the quicker you’ll get off the hamster wheel and learn the ways essential to draw in people constantly and easily to your store.
That is precisely where Gravitational Marketing comes in.
Gravitational Marketing eliminates the unproductive and forced approach of interrupting, chasing and wearing down prospects in the race to gain customers.
Rather, Gravitational Marketing enables you to attract high quality, profitable customers who pay more, stay longer and refer frequently without the dreaded hard sell or savage chase.
When you understand Gravitational Marketing…
You will draw in the right kind of prospects that are most likely to be interested in what you have to offer. It then creates in them an keen want for you, your dealership and your experience.
When you harness the natural power of Gravitational Marketing and put it to work for you, you’ll be the only and clear option in your area. You’ll dominate the market and have an unfair benefit over all your competitors. You’ll be considered as the resident expert in the automotive field and you will be sought-after rather than being a chest pounding, street walking, ad dollar wasting, glad handling buffoon.
By harnessing the laws of Gravitational Marketing you will create a natural system – a system which could be put on virtual autopilot – that attracts clientele and delivers leads while you focus on family, friends and live the life style you’ve always dreamed of.
It All Boils Down to Science
Do not be fooled. Gravitational Marketing is not another gimmick or marketing play. Rather, Gravitational Marketing is extremely scientific. It is not a fantasy creative world full of slick slogans, glossy ads, spinning logos and flashy graphics. It’s not about the marketing trick of the day or the newest technology gimmick or newest media trend.
Real customer attraction… customer attraction done right, is a science. It is about hypothesizing, testing, measuring and results. It’s about formulas, principles and systems… numbers, data and analytics.
Its serious stuff….and the kind of marketing YOU need to beat burnout. It is what you need to make cash in any economy and it is the only system that will allow you to break away from the struggle and pressure of hard selling to making a great living doing that which you love.
So quit trying to resuscitate traditional marketing and start doing what works. Get scientific with your efforts and you’ll be on your way to attracting more leads, more sales and a lot more cash in no time.
Jimmy Vee and Travis Miller are the nation’s major experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Get important survival strategies and tips for FREE by requesting their Automotive Emergency Survival Marketing Toolkit For Used Car Dealers and Managers. To get your FREE copy visit http://www.RichDealers.com
By infowriter
By now I’m sure you are acquainted with Reality TV phenomenon Susan Boyle and her Brittan’s Got Talent performance that captured 51,505,616 views and over 230,000 comments in just a few months on YouTube.
If you haven’t watched this video that includes the frumpy 40 something woman who literally hits it out the park her first time performing on the program, go online now and give it a look.
There are some influential lessons you can learn from this viral success that may effortlessly be put into action in your car dealership.
After all, we always encourage our readers and training students to look beyond massive successes in the media or in business and see how you’ll be able to mimic those results in your own store.
Accomplishment leaves clues, whether or not it’s a viral video, a quote or an off-handed comment about what’s working for someone else in a fully unrelated business. Asking better questions and digging for gold nuggets is the dirty work we do everyday… it’s what we live for.
So back to our case study on Susan Boyle.
This YouTube Video heard round the globe was originally posted on April Eleventh, 2009. In four days, the video had over 9 MILLION views and had been commented on by over 50,000 people. Of course the figures are still ridiculous and off the chart-but the big query is… why did this video get so much activity in such a short amount of time?
What makes one video, one idea or one message spread around like wildfire and other messages (like your dealership’s marketing messages) go utterly ignored in the marketplace?
Well we’ve recognized 2 essential reasons this….and for the rapid success of Susan Boyle’s video. Both that are simply duplicable and prepared to use instantly when marketing your local store.
The Video Creates Burning Anticipation
If you’ve ever studied an enormously successful viral campaign similar to this one, you’d see a video’s ability to create and maintain expectation is one of the key common denominators behind its success.
In this particular video, the anticipation builds deeply before Susan ever steps foot on stage. We hear her back story as we’re introduced to a frumpy and rather eccentric looking woman who clearly stands out from the other contestants in the race.
She’s then brought before the judges and you’re on the edge of your seat waiting to find out what’s going to happen. Are the panel of judges going to laugh her off the stage? Can the audience love it or hate it? Is she going to be horrible? Could she probably be any good? You’ll find out after these messages.
There’s a powerful headline clever promoters have used for decades. It goes one thing like, “All of them laughed when I did ________ (i.e. stepped up on stage, sat down at the piano, got behind the wheel), till I _________ (insert the wonderful thing the person just did). It’s a headline that gets read every time… and it’s the identical anticipatory force at work in this video.
Alternatively, it’s important to bear in mind that anticipation is a kind of yearning. Yearning is something we all wish our prospects and customers to have for our messages, our vehicles and our dealership. It’s really easier said than done, however anticipation is a very real kind of desire you’ll be able to use to the advantage of your store.
Sadly, most dealers think they’re doing a nice job creating “yearning” and “expectation” because each year the manufacturer sends them a new model and a few new banners to show off. What might be more thrilling…right?
Anyhow friends, I hate to break it to you, but your new banners and poster boards showing off this year’s newest minivan isn’t all that exciting to your customers. And used car dealers- you don’t even have the comfort of receiving these promoting “tools’.
Therefore instead, a more dependable and effective method to form expectation would be to offer your audience one thing they really anticipate to. Though it sounds pathetically easy, it truely is. The secret is to get within the mind of your prospects, work out what they really, truely want and tie it to a strong promotion that builds expectation as to what they’ll get by shopping at your store.
Jimmy Vee and Travis Miller are the nation’s leading experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Get important automotive advertising tips for FREE by requesting their FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com
By admin
We recently saw an interview with USA Idol’s Simon Cowell that drove a significant purpose home because it relates to the success and failure of car dealerships. This idea might be life changing for you, so bear with me a moment while I set the scene.
The interviewer was reminiscing of the times when American Idol was jut measly plan, rather than an American icon. Simon created the point that nobody thought that a talent show where the general people decides who wins would be successful. “Perhaps that is precisely why it absolutely was successful,” Simon explained.
Did you catch that! What a simple, nonetheless sensible, concept that is. US Idol was so outrageously successful specifically because nobody thought it was possible. In alternative words, it was a risk for everybody involved.
The power to take risks is that the one amongst the key factors that sets apart rich dealers from poor dealers who constantly struggle to flip a profit year after year.
Risk is inherent in business. To even get started in business could be a risk. And actually obtaining out of bed each morning is risky. However the kind of risk Simon and therefore the producers of US Idol took is totally different than the kind most folks usually endure.
When big production firms, record execs, and broadcast networks get together to provide a show, they are forever risking money. And huge deal-they need lots of it. One show succeeding or failing does not extremely make a distinction within the grand theme of things for these huge companies.
But this different reasonably risk looks to transcend money. It goes straight to the core of who we are as intelligent beings: our ego.
Simon and the gang had plenty of money to risk. The important leap of religion, though, was the potential ridicule they faced. Their name was on the line. Their strength was in the power to keep going and focus their eyes on the large things that lie ahead…that was really all the encouragement they needed to face the naysayers and proceed with the development of the show.
Marketing a business or yourself is really no different. If you were to develop and refine a marketing campaign that was extraordinarily successful and then ask all of your friends, family, neighbors, customers, etc. what they thought of your campaign, you’d find that nobody really liked the thing anyway.
It’s essentially the same method the “gurus” and different self-proclaimed marketing specialists shot down American Idol. They all said it’d flop-that no one would watch such a show. They felt the show was an enormous waste of cash and inspired them to quit whereas they were ahead.
However if you only get one factor out of this text, I wish you to understand effective automotive marketing isn’t about what individuals like. Of course, effective marketing typically stings. It hurts. It makes you uncomfortable enough to maneuver….and eventually take action!
To learn more about how to separate your dealership from the crowd, like the small used car dealer in a tiny Mississippi town who had to install a deli counter (take a number) in his single wide trailer to control the flow of traffic, request our FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com
