10 Steps to Better Auto Classifieds
- Develop a standard
format for your dealership. Design a special form if possible, to help
your staff maintain a high level of ad quality.
- ALWAYS include price. Failure to include price will result in fewer responses.
- Use
all the available space for headlines. Avoid centering prices by
themselves, for example. Try running price on the left, and model on
the right. Experiment with different approaches utilizing maximum space
efficiency.
- Include as many details as your budget allows.
Highlight standout features such as "30,000 non-smoker miles" or
"immaculate plush upholstery". This is particularly important when your
ad goes into competition with a dozen ads for similar vehicles.
- Avoid excessive or uncommon abbreviations. Many buyers do not understand abbreviations that are second nature to you.
- Always include unique financing or warranty information.
- Edit your ad! Remove non-essential information and insert more benefits for prospects.
- Use in-column logos to build name recognition.
- Consider
adding electronic art in your liner ads for added visual impact. Use
basketballs during play-off season, firecrackers in July or daffodils
in spring. Ask your sales representative for a list of available art.
- Take
the necessary time to check each ad thoroughly for accuracy and quality
before you submit it. Your response will be steady and profitable when
you put the effort in up front.
