subject: The Best Auto Repair Marketing Piece Ever [print this page] Good auto repair marketing is all about formulas. You do not reinvent the wheel every time you do a new auto repair marketing piece; you simply use a formula that works. So, what is the formula? I am glad you asked; here are a few of the key components.
- Great auto repair marketing pieces are about the customer and What is important to them
- Great auto repair marketing pieces are in simple plainspoken language
- Great auto repair marketing pieces have a HUGE obvious payoff for the customer
Let us look at each of these in more detail.
First, the piece has to be about the customer and what is important in their life. Never forget one of the most important (and accurate) auto repair marketing cliches, The most important person in the customers life is them! In other words, the first most important question you have to answer with your marketing is the question that is always in the customers mind, What is in it for me? If you answer this question successfully with your auto repair marketing you win every time! The biggest problem that I see with most ads that I review for clients is that the ad is centered on the shop, not the customer.
For instance, if I tell you I have been in business for 27 years, I have been in the same location for 10 years, I am ASE certified, blah, blah, blah. Your eyes will glaze over and I will quickly lose your attention.
However, if I tell you that I will give you a free loaner car while you are getting your repair done, and I will guarantee the repair for as long as you own the car; well now I have got your attention because I have given you something that was important to you.
Always make sure your auto repair marketing pieces talk about What is important to the customer.
Use simple plainspoken language. The average person reads at about a 7th to 8th grade level. Big words will lose their interest, confuse them, and/or just piss them off. The best advice I ever got for writing in a simple plainspoken way was to imagine I was sitting at my dining room table having a conversation with my best friend. All I have to do is write the way I had talk.
Finally, great auto repair marketing pieces have HUGE obvious payoffs for the customer. Look at the example above one more time. A loaner car and a life time guarantee do not need much explaining. The benefit to the customer is obvious. That is auto repair marketing that works. Remember this for your next auto repair marketing piece.
