What type of first impression is your dealership Internet marketing delivering with your websites written vehicle descriptions and pictures? How about your opening line for your dealerships chat conversations, emails or even your phone-up scripts? How about the first impression your dealership homepage delivers to your Internet shoppers?

On average, 8 out of 10 people will read the headline copy, but only 2 out of 10 will read the rest of the paragraph. The dealership marketing secret is in the power of the headline, and creating a compelling one can determine the entire effectiveness of the rest of the vehicle description and if your shoppers will engage and take action to buy.

Another area that needs special attention on your dealership website is your opening few lines of your chat conversation or phone script. Here are a couple easy to use techniques to improve your opening with website shoppers.

Engage your audience- buying a vehicle is an emotional purchase so use words that draw on shopper’s emotions. I read so many vehicle descriptions and chat conversation completed by dealership personnel and they all sell the features never the benefits. Sell the benefits of ownership to your web shopper and watch your dealership Internet sales increase.

Here are the top ten emotions to tap into when creating descriptions.

1. Attractive

2. Sexy

3. Assertive

4. Confident

5. Energetic

6. Pampered

7. Wealthy

8. Proud

9. Respected

10. Safe

Use Active Language to compel you Internet website shoppers to take action. Make your shopper feel it and want what you’ve got. Here is a great example of using Active Language in your dealership marketing, “Conquer your fear of buying a new vehicle with our easy 3 step Internet buying process.” The goal is to draw shoppers into the experience by mentally involving them in each step of the Internet sales process.

The core message here is to never leave any vehicle feature unturned at any point in your Internet marketing. Turn each and every one into a personalized benefits full message wrapped up and delivered to each of your Internet shoppers. Here is another article about converting more shoppers into sales.

Your dealership chat opening is just as important. You have only seconds to capture a shopper’s attention and interest. Make it fun and engaging and deliver an experience that amazes your Internet shopper. Anyone can open an automotive chat conversation with “Hi my name is John how can I assist you?” Why not open it up with something that grabs your shopper’s attention and interest? “Hi, are you interested in saving an additional $250 today?” or maybe “Hi, is this your first time on ABC Dealership website?” The goal is to use an opening that will engage the shopper and move them into a conversation quickly. That is accomplished by asking questions.

This same principle can also be used for dealership phone-ups. The key is to start the conversation with a question that allows you to win no matter what the shopper answers. Understanding your Internet shoppers is the key to success (Click Here) to learn more.

A final note is that with today’s dealership Internet marketing you can personalize the experience to all new levels. Just think for a moment that instead of sending an ordinary email why not shoot a quick video and email the link to the shopper. Get dynamic with your communication and personalize the experience to draw your Internet shopper into the sales process  and engage them in making their next vehicle purchase.

Happy Chatting,

Todd Smith

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