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Shifting Gears in a Rapidly Changing Market
Selling a product in the automotive sector means tough competition. As technology advances, new products are constantly being developed and new sellers keep entering the market. The online automotive industry is rapidly gaining speed as more sales are generated on the web. To be successful, automotive businesses need to build a standout brand.
A skilled copywriter with experience writing about automotive parts and accessories or auto repair services can help you create effective marketing tools that persuade customers to reach for their wallet.
In the increasingly competitive automotive marketplace, differentiating one seller from another has become extremely difficult. Consider these examples:
To succeed, businesses in the automotive industry need to step up their game.
Automotive retailers must be prepared to change, innovate or fail as the competitive landscape keeps changing. An automotive copywriter can help you craft the right message to the right people. It can build your brand, attract new customers and encourage existing customers to remain loyal.
While photos of a shiny new car or interesting accessory can attract attention to your product, no promotion is complete without the right words to deliver your message. Don’t let your content take a back seat in your marketing effort.
An automotive copywriter who understands the challenges of competing in today’s fast-paced market can create copy that resonates with car enthusiasts. Consider using a copywriter for any of these items:
Website Content – Everything from your Home and About Us page to your online product descriptions deserve well-conceived, custom-crafted copy.
Landing Pages – Create detailed landing pages for each of your most profitable products or services and use them to attract new customers who might otherwise not know about you.
Brochures – Brochures can be printed or used in a digital form. They make a superb complement to your website and are the perfect leave-behind for any customer who is considering your product or service but hasn’t yet pulled the trigger.
Data Sheets – Got a product that somewhat technical? Use a data sheet to provide the specs and explain suitable applications.
Product Descriptions – A good description does more than provide the facts; it has emotional appeal that helps the reader imagine how much better their life will be once they have this product.
Ads – Whether online ads or offline promotion in traditional media like magazines and newspapers, ads provide exposure to new audiences.
Social Media – Create a social presence on Facebook, Instagram, Twitter, LinkedIn, YouTube and cultivate your following.
Direct Mail/Email Campaigns – Targeted letters or emails can be extremely effective in an outreach campaign.
Conditioned by Amazon and other online experiences, car buyers and car owners increasingly go online to do their homework. They research, select, buy and repair cars in different ways than their non-digital predecessors.
According to the Bain Global Automotive Consumer Survey, “Nearly one-half of buying experiences begin online, and then move back and forth, offline and online, as customers gather information to make their purchasing decision.”
A decade ago, the typical shopper visited an average of five dealerships before zeroing in on the make and model of car they wanted. Today, it takes just two visits. The reason? You guessed it—the internet. According to Opportunity Max, a digital marketing organization, “62% of purchasers would rather spend time online researching vehicles than speak with a sales person (29%).”
Fortunately for dealers, although buyers are becoming more comfortable researching cars online, most buyers still prefer to complete complex tasks like the final configuration and purchase in person at the dealership.
However, for non-complex tasks, such as purchasing automotive accessories or parts to do repairs, buyers have no problem researching and then purchasing their products online. So if you’re a seller, an online presence, one crafted with care by a professional copywriter and web designer, is a necessity.
If you think marketing is just for the big boys of the automotive industry, you’re mistaken. Even the smallest online retailer has to engage with buyers to be successful.
If you operate any of the following businesses, you should be actively promoting your products and services with well-written automotive copy.
* Auto Dealerships * Used Car Dealers * Auto Accessories * Car Repair / Mechanics Garages * Car Service & Maintenance * Car Parts Manufacturers & Retailers * Automotive Components * Vehicle Leasing * Car Technologies * Car Collectibles * Driving Schools * Oil Change Businesses * Car Accessories * Truck & Industrial Vehicle Sales & Service * Auto Detailing Services * Car Washes * Windshield Repair
In today’s world, you have an incredibly small window of opportunity to grab a prospect’s attention. And even once you hook them, that’s not enough. You need to be able to lead that prospect from initial interest to making a purchase.
Writing marketing copy for automotive products and repair services is tricky. If you’re not an expert, you’re taking a chance and potentially losing customers who are going to the next seller they find on Google. An automotive copywriter who understands the industry challenges you face and has a command of marketing is your best bet for creative copy that gets customers to drive across the purchase finish line.