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10 Steps to Better Auto Classifieds
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| 1. |
Develop a standard
format for your dealership. Design a special form if possible, to
help your staff maintain a high level of ad quality.
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| 2. |
ALWAYS include price.
Failure to include price will result in fewer
responses.
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| 3. |
Use all the available
space for headlines. Avoid centering prices by themselves, for
example. Try running price on the left, and model on the right.
Experiment with different approaches utilizing maximum space
efficiency.
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| 4. |
Include as many
details as your budget allows. Highlight standout features such as
"30,000 non-smoker miles" or "immaculate plush upholstery". This
is particularly important when your ad goes into competition with
a dozen ads for similar vehicles.
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| 5. |
Avoid excessive or
uncommon abbreviations. Many buyers do not understand
abbreviations that are second nature to you.
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| 6. |
Always include unique
financing or warranty information.
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| 7. |
Edit your ad! Remove
non-essential information and insert more benefits for
prospects.
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| 8. |
Use in-column logos to
build name recognition.
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| 9. |
Consider adding
electronic art in your liner ads for added visual impact. Use
basketballs during play-off season, firecrackers in July or
daffodils in spring…ask your sales representative for a list of
available art.
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| 10. |
Take the necessary
time to check each ad thoroughly for accuracy and quality before
you submit it. Your response will be steady and profitable when
you put the effort in up front. |
