Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
No matter how long you have been in the car business, at some point you need to realize that sales people standing around waiting for an “up” will soon be the subject of stories you tell your grandchildren. Consumers buying styles have been recreated by the internet. Not only can you shop online, but type a few words in a search box and Google can find nearly anything imaginable. So what does this have to do with selling cars? More than most dealerships choose to admit. You might have a great-looking website with lots of color and flash, it might be in HD with hundreds of inventory photos and videos, which is necessary in the age of internet car shopping. What good is any of that if potential customers cannot find your inventory online by the items that drive them? While SEO optimization of your site is one way to drive traffic to your site, ask yourself if you are optimizing everything you can? Creating custom vehicle descriptions is an easy and affordable way to boost your SEO. Perform well in Keyword Searches inside online media giants like AutoTrader, Cars.com, Craigslist, eBay Motors or your own site. Everyone wants to sell more cars and these details get your inventory connected with the buyer.
Pictures Do Not Always Say 1000 Words
While having great photos is a must and a walk-around video is a bonus, for some people, merely looking at pictures does not tell them what all the features and options are in a car, truck, SUV, minivan, crossover or any other vehicle. For those with automotive knowledge, a photo of a car’s dash can show it has dual climate control, navigation, touchscreen audio, tilt steering wheel, cruise control, CD player and a long list of other features a consumer may be looking for specifically. Now imagine a cross shopper with little automotive knowledge and looking at the same picture. Touch Screen Radio or Navigation? Get the idea? A custom vehicle description not only gives you the opportunity to share the great features and options a vehicle has, but it also gives those that are not as automotive savvy something they can read and get more out of for mental ownership. Taking for granted that consumers know what they are looking at is a quick way to send them to another dealership’s website that offers more and easier to understand vehicle information. A great comment speaks to the buyer with emotional satisfaction – an awesome comment gives the buyer goose bumps!
Color is More Important Than One Would Think
While year, make, model and trim are important, the actual color of a vehicle is much more important that one can imagine. Marketing studies have been done that have shown that the number one thing consumers look for as far as personal choice is the color of a vehicle as it somehow represents them as a person. The easiest way to make a vehicle more appealing is describe it by its manufacturer given color, who incidentally names colors just to appeal to customers. Instead of saying a car is merely red or green, imagine driving a car that is Basque Red Pearl or Cayenne Red or Gotta Have it Green. Sounds much more appealing does it not? For those shopping for a particular color vehicle, it also gives you an advantage in a Google search when it comes to those looking for a Gotta Have it Green Mustang or Basque Red Pearl Honda. Your competitor down the street may have a green Mustang or a red Honda, but when a potential customer is searching online your specificity will get yours found first even in Key Word searches inside AutoTrader or Cars.
How to Write Custom Descriptions That Work
The key to writing a custom vehicle description that works is simple, put the customer on your lot, walking around the car then put them behind the wheel. Tell them about its stance, its “attitude” and of course, its given color. Tell them about any extras that typically they would have to purchase aftermarket that the vehicle already has installed. Point out everything they need to see. Probably the most important part of the description is putting the customer in the car, from their couch, chair or wherever they may be. Tell them about the soft leather seats, easy to reach and use touchscreen, premium audio system, and all the power features. How many people they can take with them and how many groceries or shopping bags they can put in it. Have a call to action that means something. By the end of the description, if written well, your customer will be contacting you for a test drive. A great vehicle description can take anywhere from eight to twenty-five minutes to write as long as you have someone that is passionate about writing.
So now that you know why custom descriptions are so important and an easy way to help you sell cars, what are you waiting for? Do you have someone skilled to write descriptions at your store? Do you want to hire someone just to write? There are companies that will do them for you, daily, at a very reasonable cost. One of these companies is Dealer Assist Now, or daN, that has been offering custom description writing services since 2007 and currently holds a library of over 600,000 Hand Written Descriptions for every make and model of vehicle available in the United States and Canada. Comments can be written for any year from the 60’s to the 1900’s. If you have a rare or uncommon vehicle, if there is not a description for it, they will write one for you with the industry first, Comments on Demand. For more information about how you can sell more cars with custom vehicle descriptions created by car people for car people, you can visit their website at www.DealerAssistNow.com and learn about their range of self-service and full-service packages. You can also follow them on Facebook, Twitter, LinkedIn and Google+. Be the first to see the new daN360 website coming very soon!