Okay, you got me! This article has nothing to do with me, and everything to do with you.

 

On a daily basis I analyze dealer websites which I’m convinced had the same content writer. Have you ever seen websites with sentences that read like this, “Our team of automotive professionals have the knowledge you need to buy the right car...”? or “We understand that everyone has different financial situations, that’s why we’re proud to offer auto loans for every credit situation...”? or my favorite, “We are an award winning __________ dealer here to serve you!”...


OH SHOOT; that’s your website?!? Don’t worry, I’ll look away while you quickly delete those portions of your site content.


If you’re familiar with dealership website content that reads like a conceited teenaged football jockey wrote it, then read on! I’d like to dispel a myth and offer a content creation suggestion that you can take to the bank.


The Myth: Talking about yourself and your achievements makes you look more professional


Wrong! It makes you sound like the kind of person who stares at himself/herself anywhere a reflection can be seen. Nobody cares about you. They don’t care about your stupid awards. Why? Because they are your awards, not theirs.


You see, everyone has a favorite letter of the alphabet. Can you guess what it is?  Yup, the letter ‘I’. Instead of spending so much time talking about yourself and calling it a day, try refocusing your content on how being an award winner will help the consumer move closer to what they’d like to achieve or obtain.


This leads me to...


A Suggestion: Make Your Site Content All About The Consumer!


There are several ways that this can easily be done, but here’s the suggestion I’ll make here.


Put yourself in your customers’ shoes. Write out a list of things that automotive consumers would want/need to know to help shape their purchase decision. This list could include topics like:

  • Buying vs. Leasing

  • Used car buying 101

  • Private seller vs. Certified Dealership

  • Financing options

  • Credit rebuilding program

  • Graduate student program

  • Senior discounts

  • Military discounts

  • Affinity programs

  • Used car specials

  • New car specials

  • ...and the list could go on and on


Once you’ve compiled the list, think about your customer. Make every sentence you write a benefit to them. Show them how they can get what they want by working with your dealership. If you truly aim to help others achieve what they want, you will get everything you want (If you know who said that, write it in the comments below).  


Last thoughts


We could go in a million directions from here, but doing so would end us right back to where we are now. Confused about what makes good content, and discouraged not know how to get started. To summarize; stop talking so much about yourself, start talking about your customers.


How have you used content to drive more sales?

 

Views: 44

Tags: automotive, content, internet, online, sales, strategy, topics, writing

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Comment by Michael Cirillo on April 13, 2013 at 8:52pm
Lol, I hear you Tom.
Comment by Big Tom LaPointe on April 13, 2013 at 6:58pm

You surprised me when you said dealership websites have 'content'. LOL. There are some that do, but like you said, it is often self-serving. But then, look at the OEMs - not a lot there, either.

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