|
|
Like this article? PLEASE +1 it! |  |
|
Advertising That Drives People Away
Written by: Jay Hamilton-RothArticle Overview: This automotive dealership advertisement got my attention, but not in a good way...
 |
Free Download - Marketing Happiness By Jay Hamilton-Roth |
Advertising That Drives People Away
This automotive dealership advertisement (image at: http://www.manygoodideas.com/2008/09/01/advertising-that-drives-people-away/) got my attention, but not in a good way. The image of pliers grabbing a tooth made me immediately turn away. It didn’t get me curious what the ad was about, what was being sold, or who was selling. All I could think about was, "uggh!".
The point of the ad is that every 3 years (or so), when people are shopping for a car, they inwardly groan.The #1 least trusted profession is used car salesman. A new car salesman is not much more trusted. This advertisement is focused on reducing pain (a good thing), but misses its mark.
First, let’s figure out the basic marketing strategy for this car dealership:
For local legal drivers
who need a new car
we have a system
to prevent the hassle of dealerships
unlike other non-trustworthy dealers/salespeople
our offering as transparent and easy as can be
Okay, so how to change the ad? Since the underlying pain is un-trustworthiness, try to make the association to professions that are trustworthy (according to a Harris Poll ): doctors, dentists, or nurses.
Here are some ideas:
* Your Prescription For Pain-Free Car Shopping [key words are: car shopping (who), pain-free, and prescription (association to medical professionals)]
* The New Way To Shop For Your Next Car [key words are: shop/car (who), new way (instead of the old/yucky way)]
* We Feel Your Car Shopping Pain [key words are: car shopping (who), pain, and we feel (emotional connection)]
Also, I would change the graphic from pliers/massage to a salesperson wearing a white coat (embroidered with the logo of the dealership) to further the association.
Is Online Advertising Cost Effective?
Advertising And PR Guidelines In All Forms Of Media
Andre Agassi Had the Wrong Big Goal
Advertising: The Nuts And Bolts Of Making It Work: Step Three: Make sure your advertising is specific, has substance and is credible
Why Use an Advertising Agency
Article Tags: 3 years, basic marketing, car dealership, car key, car salesman, dentists, emotional connection, free car, harris poll, hassle, key words, marketing strategy, medical professionals, new car, pliers, professions, salespeople, salesperson, shop car, trustworthy dealers
|
About the Author: Jay Hamilton-Roth RSS for Jay's articles - Visit Jay's website  Click here to visit Jay's website   Whatas Your Marketing Number Improved Brainstorming With Introspection The Adjective Of Your Marketing What Are You Really Buying Book Review Influencer The Power to Change Anything |
Related Forum Posts
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Ideas for developing my business
- Advertising is the life-blood of any magazine. Get some advertisers and you're set. You've got your target market, now start working on the "buzz" around the mag.
Good Adwords Books?
- I've just purchased "Ultimate Guide to Pay-Per-Click Advertising" by Richard Stokes.
Has anyone read it, and if so what do you think?
Does anyone have any other recommendations for books relating to Adwords?
Thanks,
Re: Why Some Websites Sell and Others Don’t?
- There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site.
PPC
Article Marketing
SEO
Press Release
Banner Ads
Forum Posting
Classified Advertising
Media Buying
Solo Ads
and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space
New Idea...suggestions please
- The one concern I would have is if your revenue is solely based off of advertising, would there be enough to pay out to people and make a profit? Advertising is way over-rated online. Most people don't make as much as they thought they would.
good idea, but like you said, there are some kinks that would need to be worked out. There are some other complications too, I'm in a hurry at the moment. I do have experience starting businesses in these two industries (self help and affiliate programs / opportunities) that you are describing. If you want more of my thoughts, just send me a message and I'll get back to you later.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: Erin Ferree, Small Business Branding Coach
February 2012 Top 100 Leadership Experts to Follow on Twitter
Please Stop Calling it Coaching!
Measuring the Quality of Your Hires
The fine line 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
How to Sell to the Price Driven Customer
Ten Things You Can Do To Be a Better Leader
10 Steps to a Great Support Team
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.