Digital Dealer - August 2017 - 16

By Jim Boldebook
Founder,
Creative Broadcast
Concepts (CBC)

// Advertising
& Marketing

Advertising
'Attitude' is
Everything!
In advertising, just as
in every other aspect
of your business, attitude
IS everything. The tone,
the message, the
inflection, the confidence,
all determine how your
communication will be
perceived. When you
walked into the dealership
today, did you believe
your dealership would sell
ONE car today? Or
TWELVE cars today? Or
NO cars today? If you
believed NO cars, why
would you even bother
getting out of bed! Back in

16

AUGUST 2017

the early 90's, I worked
with a dealer in the
Northeast who, one
morning, called all of the
salespeople into his
office. He asked "Who's
going to sell a car today?"
I happened to be sitting in
the office watching the

show. The dealer
repeated the question and
three of the nine people in
the office raised their
hands. The dealer said
"Okay...so you're going to
sell a car today? And
you? And you? Great!
The rest of you go home."

THE PERFECT
ADVERTISING
MESSAGE DELIVERY
IS ABOUT 10% ABOVE
A 'FACE-TO-FACE'
DELIVERY!"

D I G I TA L D E A L E R . C O M

There were a few
giggles and shuffling and
then the dealer repeated
himself "I'm serious...I
want every one of you
who didn't raise your
hand to go home. Take
the day off! And do me a
favor... if you don't think
you can sell a car
tomorrow don't come in
tomorrow either!" At the
end of the day, the three
salespeople who raised
their hands, along with
the dealer, had sold nine
cars.
Why should our advertising express any less
of a positive attitude?
Here are some important elements of 'right
attitude' advertising:
A clearly defined offer
of value or opportunity. If
you're stating a payment, why not include
some of the most
desired options included
in that payment. "This is
not some come-on payment on a base model.
You get the heated
seats, rich leather interior and video terminals
for the kids' entertainment!" Or... "You don't
need sterling credit,
we've financed people
who never thought they
could qualify for new car
financing."
A message the
average person can
understand. Don't use
big words. And you don't
need a lot of hyperbole
(overstated/exaggeration). Don't use too
many words. Radio and


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - August 2017

Digital Dealer - August 2017
Contents
Letter from the Show Director
Rediscover the Lost Art of Mentoring
Developing a Dealer-Minded Attitude
The Potential Demise of the Automobile Franchise System?
Advertising ‘Attitude’ is Everything!
Does Your BDC Leverage Lead Data to Increase Sales?
Joe Wajda
Digital Dealer 23 Show Highlights: Top Sessions, Keynotes, Exhibitor Listings, Summary Agenda, & Attractions in Vegas
Data Drives Dollars: Google Analytics Is Your Key to Finding Serious Shoppers
5 Tips to Getting Your Customers to Sing Your Praises Online
Still Having Trouble Proving Social Media ROI? You're Not Alone
Clicks for Cars: How AI and Machine Learning Are Revolutionizing Automotive Marketing
Winner, Winner, Recall Dinner!
Vance Chrysler Hits a Home Run in Humanity
Want a 50%++ Parts Margin & Other Benefits Benny? Keep Reading
Digital Dealer - August 2017 - Digital Dealer - August 2017
Digital Dealer - August 2017 - Cover2
Digital Dealer - August 2017 - 1
Digital Dealer - August 2017 - Contents
Digital Dealer - August 2017 - 3
Digital Dealer - August 2017 - Letter from the Show Director
Digital Dealer - August 2017 - 5
Digital Dealer - August 2017 - Rediscover the Lost Art of Mentoring
Digital Dealer - August 2017 - 7
Digital Dealer - August 2017 - Developing a Dealer-Minded Attitude
Digital Dealer - August 2017 - 9
Digital Dealer - August 2017 - 10
Digital Dealer - August 2017 - 11
Digital Dealer - August 2017 - The Potential Demise of the Automobile Franchise System?
Digital Dealer - August 2017 - 13
Digital Dealer - August 2017 - 14
Digital Dealer - August 2017 - 15
Digital Dealer - August 2017 - Advertising ‘Attitude’ is Everything!
Digital Dealer - August 2017 - 17
Digital Dealer - August 2017 - Does Your BDC Leverage Lead Data to Increase Sales?
Digital Dealer - August 2017 - 19
Digital Dealer - August 2017 - Joe Wajda
Digital Dealer - August 2017 - 21
Digital Dealer - August 2017 - 22
Digital Dealer - August 2017 - 23
Digital Dealer - August 2017 - Digital Dealer 23 Show Highlights: Top Sessions, Keynotes, Exhibitor Listings, Summary Agenda, & Attractions in Vegas
Digital Dealer - August 2017 - 25
Digital Dealer - August 2017 - 26
Digital Dealer - August 2017 - 27
Digital Dealer - August 2017 - 28
Digital Dealer - August 2017 - 29
Digital Dealer - August 2017 - 30
Digital Dealer - August 2017 - 31
Digital Dealer - August 2017 - 32
Digital Dealer - August 2017 - 33
Digital Dealer - August 2017 - Data Drives Dollars: Google Analytics Is Your Key to Finding Serious Shoppers
Digital Dealer - August 2017 - 35
Digital Dealer - August 2017 - 5 Tips to Getting Your Customers to Sing Your Praises Online
Digital Dealer - August 2017 - 37
Digital Dealer - August 2017 - Still Having Trouble Proving Social Media ROI? You're Not Alone
Digital Dealer - August 2017 - 39
Digital Dealer - August 2017 - Clicks for Cars: How AI and Machine Learning Are Revolutionizing Automotive Marketing
Digital Dealer - August 2017 - 41
Digital Dealer - August 2017 - Winner, Winner, Recall Dinner!
Digital Dealer - August 2017 - 43
Digital Dealer - August 2017 - Vance Chrysler Hits a Home Run in Humanity
Digital Dealer - August 2017 - 45
Digital Dealer - August 2017 - Want a 50%++ Parts Margin & Other Benefits Benny? Keep Reading
Digital Dealer - August 2017 - 47
Digital Dealer - August 2017 - 48
Digital Dealer - August 2017 - Cover3
Digital Dealer - August 2017 - Cover4
https://www.nxtbook.com/nxtbooks/digitaldealer/202004
https://www.nxtbook.com/nxtbooks/digitaldealer/202003
https://www.nxtbook.com/nxtbooks/digitaldealer/202002
https://www.nxtbook.com/nxtbooks/digitaldealer/202001
https://www.nxtbook.com/nxtbooks/digitaldealer/201912
https://www.nxtbook.com/nxtbooks/digitaldealer/201911
https://www.nxtbook.com/nxtbooks/digitaldealer/201910
https://www.nxtbook.com/nxtbooks/digitaldealer/201909
https://www.nxtbook.com/nxtbooks/digitaldealer/201908
https://www.nxtbook.com/nxtbooks/digitaldealer/201907
https://www.nxtbook.com/nxtbooks/digitaldealer/201906
https://www.nxtbook.com/nxtbooks/digitaldealer/201905
https://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
https://www.nxtbook.com/nxtbooks/digitaldealer/201904
https://www.nxtbook.com/nxtbooks/digitaldealer/201903
https://www.nxtbook.com/nxtbooks/digitaldealer/201902
https://www.nxtbook.com/nxtbooks/digitaldealer/201901
https://www.nxtbook.com/nxtbooks/digitaldealer/201812
https://www.nxtbook.com/nxtbooks/digitaldealer/201811
https://www.nxtbook.com/nxtbooks/digitaldealer/201810
https://www.nxtbook.com/nxtbooks/digitaldealer/201809
https://www.nxtbook.com/nxtbooks/digitaldealer/201808
https://www.nxtbook.com/nxtbooks/digitaldealer/201807
https://www.nxtbook.com/nxtbooks/digitaldealer/201806
https://www.nxtbook.com/nxtbooks/digitaldealer/201805
https://www.nxtbook.com/nxtbooks/digitaldealer/201804
https://www.nxtbook.com/nxtbooks/digitaldealer/201803
https://www.nxtbook.com/nxtbooks/digitaldealer/201802
https://www.nxtbook.com/nxtbooks/digitaldealer/201801
https://www.nxtbook.com/nxtbooks/digitaldealer/201712
https://www.nxtbook.com/nxtbooks/digitaldealer/201711
https://www.nxtbook.com/nxtbooks/digitaldealer/201710
https://www.nxtbook.com/nxtbooks/digitaldealer/201709
https://www.nxtbook.com/nxtbooks/digitaldealer/201708
https://www.nxtbookmedia.com