Putting the Feeling Into Automotive Marketing | ADS | Chad Brooks

Let’s face it, we all want more attention.

I sell automotive marketing and I like to consider myself good at what I do. But when I’m in a conversation on paper or on screen with you, conveying my point in bullet points and descriptions alone is hard. You don’t get to see my body language or hear the conviction in my voice. My words must scratch your itch or it ends up in your trash.

I once heard a story of a tea tester, who tasted a thousand cups of tea a day. The tester explained that the secret to a perfect cup of tea was the water. He said the ‘water is the mother of tea’. I know, it sounds kind of weird, but doesn’t that phrase stick with you a second longer?

Something we all need to learn in our marketing, whether it’s selling cars or marketing promotions, is to earn an extra second of attention by putting the effort into helping change how people feel and not just provide facts.

Following are three ways to put the feeling back into your marketing that will help you earn more attention:

  1. Tell people what they can do with your cars and services, not just what your products and services do.
  2. Let your customers do the talking. Build trust by letting a customer tell their story. I’ve learned that it’s the story people want to hear more than five bullet points.
  3. Think about how you want people to feel. Help that customer experience those feelings long before they engage you to buy that car.

This is how great automotive marketing works. It’s being worthy of getting that extra second of attention.