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However, when they click on one of the licks, another facet takes over – descriptions. A great description can be the deciding factor when it comes to getting a visitor to call or not. That’s why you need to focus on your wording. How a car is represented verbally can affect both your sales and your customers’ choices.
When it comes to writing vehicle descriptions for your website, your mindset is the most important factor. You might have an advanced vocabulary or expert knowledge, but the lack of a mindset will surely hinder your sales. The first thing you have to have is freethinking. Here are some tips on how to free your mind from pressure when writing:
Upon finishing these two exercises, you will now be able to enter the mind of the customer. When you’re reading your work, always think what you would like to hear and what wouldn’t you. You can hire an expert in writing from a site like E*****.ScholarAdvisor, if you wish to get a writer’s perspective. But, since you know the vehicle, you can describe it the best.
Knowing your customers
News cars on your lot have to be examined. Not just physically, but you should also pay attention to their characteristics. When looking at a particular model, try to find out some stats about the average age and education level of the owners. Looking, at the age, for example, you should calibrate your vocabulary accordingly.
Older people generally prefer more concise and simple descriptions. They want to hear what they want right away, without any delays. When dealing with younger people, you might take the liberty to be verbose. In a gregarious manner, use strong adjectives to describe the vehicle. You always have to be careful with verbosity.
If it’s a sports car, there are several writing details you should use – short and simple sentences, two adjectives per sentence and call to action. Upon writing these descriptions, you should be a thinker and a marketer only later. That way, you can use the most essential characteristic of a sales pitch. How can you accomplish that exactly?
What makes the vehicle special?
This is the question that has to be your primary focus. Every visitor that is on your website is searching for a car to buy. His only criteria is that it has to be special. Very few people look to buy a car just because they can, so you have to differentiate your car from other cars provided by competitors. Again, you can try a test:
“Open your car’s page in one window and a competitor’s ad for the same model. Turn on the voice recorder on your phone and talk about what makes the two cars different from one another. Listen to the tape and try converting your thoughts into written language.”
If you think there are multiple special things about the car (there most certainly are, always), you should “sprinkle” them across the length of the text evenly. Have at least three paragraphs. It’s enough to be informative, but not enough for people to start skimming and losing interest. Here’s how your description should look like:
That way, the interior should be like an intro, while the focus on the aesthetic appeal of the car and offsetting the positives with the negatives in the end. If you need to talk about other things, you can write one additional paragraph in bolded and clear wording.
When you’ve laid down the groundworks and written the description, there are some important things you should focus on. For starters, make sure that there is no dealership info within the text. If you wish, you can include that info in the sidebar or as a banner. You don’t need to market yourself on your website, so clarity is the target.
You don’t scream at your customers, so there is no need for exclamation marks. Check your spelling and be sure to read it out to three people at least. That way, you will be able to get an uneven number of opinions from other people.