Advertisers and marketers frequently make one huge blunder. They forget about benefits. They get so focused on WHAT they have to sell, they forget to tell consumers WHY they should buy. The Why’s can take many forms:
- Why buy from you
- Why the product/service will make life easier for them
- Why now
- Why something is different
In advertising, you don’t have to answer all “why’s” at one time. In fact, you shouldn’t. But, as a rule of thumb, every ad should address at least one “why” prominently somewhere in the ad, preferably the headline or in the lead.
This was highlighted recently in Scarborough research pulled for a local auto dealer. The data showed that the primary reasons consumers from Atlantic and Cape May counties bought a car from a dealer within the last year had less to do with model selections and price and more to do with service, warranty and a dealer’s reputation. For those who actually purchased cars within the last 12 months of the research, service indexed 265 while price/value indexed 100 and model selection surprisingly indexed 85. With 100 as the baseline, this means, that an adult in the market for new cars is 165% more likely to buy based on service and 15% less likely to buy based on model. Although price is a consideration, it doesn’t rate higher than a dealer’s reputation or concerns about service and the warranty. Local consumers want cars that won’t cost them a fortune after they’ve driven off the lot!
Knowing this information, now take a look at most auto ads in newspapers and other media outlets. Almost every ad hypes make, model and price. This works for national manufacturer ads as the big three want to entice you to look at their latest models, none of which they sell directly to consumers. But, if you’re a dealer, the data shows that your local ads should promote your service record, warranties and reputation. Sadly, there are few examples of these to show.
The Walk-away: If you can’t answer at least one “why” question in your ad copy, it’s time to ask yourself a different question: “Why are you spending your money on advertising?” If it’s to gain customers, then at least address the question why someone should buy from you versus a competitor. Pick a “why” question and address it in your ad copy! Make sure your ad answers that question clearly and prominently so the right customers drive to your door.