Skyline Records

Did you know that in every 2 minutes a car is sold out with the help of Gravitational Marketing. We have spent over $96 million dollars in marketing and we have tested the results of our Gravitational Marketing methods 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 effective and draw more clients 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 essential question: Since the client has a thousand extra techniques, as to why in the world should they choose you? Should it be because you specialize in getting people approved who can’t get approved 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’re more moral or you cater to women. Should it be because the people specialize in trucks or fuel efficient cars?

Your results rely less on what we would write in your commercial than how your dealership is marked at the right place 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 advertising 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 theme. A hook is a big promise that offers an overwhelming benefit, solves a problem and delivers an irresistible offer 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 business with you. Same old lame marketing does not sell. It stinks. 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 message 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 easiest solution is the best.”

The big ideas are actually not very easy to create or to identify. They approach via flashes of brilliance while in the shower, midnight half conscious visions. Often ignored, not taken seriously or lost in a fleeting moment. Once captured, they start as a lump of coal that must be polished into a shining 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 decision based on emotions. How they feel about someone is a big factor in buying. Given a option they would choose to buy from friend or family. People don’t get emotional over companies. Priority number one should be to put personality into your advertising. Stodgy, stiff and corporate-like marketing message don’t vibrate – and they don’t sell either.

5. They snooze, you lose. The biggest ever crime committed by the ad agency was by creating a boring advertising. It ought to be forbidden. Unfortunately it’s done every day. Bad car advertising is ultimately an epidemic in the world. Most car ads are impersonal, lifeless monsters. Good advertising exudes attitude, confidence and attract. It influences people at their emotional core. Make your marketing exciting, compelling and fresh by matching the internal dialogue your clients are having.

6. Don’t sell vehicles. Advertising vehicles in your advertising is a bad idea. Cars are property. Every dealership has the similar cars, with similar alternatives and prices. Marketing vehicles causes price shopping, haggling and terrible grosses. You must advertise something other than the vehicle.

Sell the deal and the dealership. Stop promoting goods. Start advertising 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 make your own instant pool of prospects.

8. Clarity. Most promoting campaigns not have clarity. They have more than one call to action. They are actually put under immence pressure to perform far too many duties. The result is poor performance in all areas. Favorable returns are only attained when a single, clearly defied, basic promise is made with repetition and frequency.

9. Who’s your agency. There are a lot of so-called professionals, marketing people and agencies out there. Many are previous car salesmen, managers or else media salesmen. These are not advertising people. They’re sales people. Advertising is a discipline and an art. It requires a complex mind-a dedicated student. It takes so many 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.

I am going to tell you a wildly successful auto marketing strategy you would probably reject… but I am going to tell you nevertheless because IT WORKS.

As a matter of fact, this is one little thing you can do that will instantaneously give your business the power to attract quality clientele who pay more, stay longer 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 require more horsepower than ever before to persuade somebody to release their iron fist and spend cash at your store.

We have talked in the past about the importance of confidence and value. We’ve discussed the change that is taking place in consumer confidence and spending habits.

These dynamics aren’t becoming better, unluckily. In fact, they’ve gotten worse. So what that means is if you are a dealer looking to get by with a little marketing or even sloppy marketing… or not tracking your marketing effectiveness all together, you’re in fact in trouble.

I have a little good news, you don’t need to stay in this kind of trouble forever. You could swing the dynamics of this new economy back in your favor. And what I’m about to tell you could aid you do just that.

So what’s it? What is this magic thing that can immediately give your business a quick kick in the proverbial pants and have you attracting more customers than you have ever gotten even in the good times?

Write a book.

Seriously… write a book.

I’m 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. In fact, some of the excuses going through your head probably 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 do not have time to write a book! I have a BUSINESS to run”.

But that’s all nonsense and I’m going to give you a proven blue print to pump out a book targeted to your perfect customer which will automatically position you as a specialist in your field this very year.

As you may know we published our first book, Gravitational Marketing; The Science of Attracting Clientele in March of 2008. When we wrote that book we didn’t do it the conventional 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 did not but we found time and we’ve done it for many of our VIP clientele since.

Here’s how we did it…and how you could too:

1. Sit down and create an outline of the ten biggest questions or concerns your customers have when buying and financing a car.

2. Find somebody 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 making use of illustrations and stories. Record the interview.

3. Send the footage 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 appoint them to edit the transcript into 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 major expert and authority in the market. It elevates you above all your competitors, reduces buyer anxiety and distrust and speeds up the sales procedure.

A book also opens many doors in terms of local media exposure and free promotion chances for your dealership.

Writing a book with our method takes a bit of work upfront but it’s something which pays dividends for the life of your career.

So what are you waiting for? It’s time to begin!

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