Digital Dealer - August 2018 - 47

information (your invitation, or better yet, YOUR
WEEKEND BUSINESS AT
STAKE!) it is imperative that
your mail is delivered when
you want it to hit homes.
The best way to eliminate
the unpredictability of the
U.S. Postal system's inconsistent timely deliverability
is to contain it, by paying a
little more for their premium
delivery service- FIRSTCLASS POSTAGE. If your
data contains inaccurate
address information, any
mail that is undeliverable
will be returned to you, or
will be forwarded on to the
addressee's new address,
provided the customer left a
forwarding address.

ALWAYS MAKE A
SPECIAL OFFER THAT
SETS YOUR MESSAGE
APART. This is where most

dealers make their biggest
mistake. Direct-Response
Marketing is NOT AN
ADVERTISEMENT. Your
direct-mail copy needs to
be a "conversation" with an
old friend and be written as
if you were sitting across
the table having a talk
with the prospect. Many
dealers simply reproduce
a print newspaper or
billboard ad and mail it. This
practice is very misguided,
misdirected, and is a
misuse of the effectiveness
of the medium of targeted
direct-response marketing.
The entire purpose of
using direct response is
to elicit a RESPONSE
and, there needs to be a
worthwhile reason for your
prospect to respond to
your offer. Many dealers
use discount coupons,

checks or certificates,
and others give prospects
a reason to bring their
vehicle to the dealership
for a "buy-back" offer or
incentive. Regardless of
your special offer, it must
set your dealership apart
from the competition, and
provide your prospect with a
significant REASON for your
prospect to come into your
dealership, and a REASON
for your prospect to buy at
your dealership!
THERE HAS NEVER
BEEN A BETTER TIME TO
USE DIRECT RESPONSE.

With a plethora of digital
messaging in the retail
auto industry, a printed
and targeted message
that gets in the home is
truly unique, and it will be
opened, and it will be read.
The prospect has the luxury
to spend as much time with
the message as he/she
wants to and will peruse
the information contained in
the communication at their
leisure. It has been said that
direct-response marketing,
"GETS INTO THE HOME
when a salesman can't!" If
a prospect is in the market,
and you send them a printed
response-generating message, it is sure to bring that
buyer into your dealership.
Good luck and good selling!
ANTHONY J. TACITO is
founder and CEO of TaCito
DIRECT, a direct-response
marketing company that
specializes in the Retail Auto
Industry. TaCito DIRECT has
performed more than 47,000
direct-response campaigns in
their 37-year history for Tier
I, II, and III Clients. EMAIL:
ajtacito@tacito.com

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PAGE

Affinitiv.............................................. 1
CarsQuickBuy.................................. 3
Construction SuperConference...... 35
Dealertrack...................................... Back Cover
Fair.................................................. Inside Back Cover
National Pavement Expo ............... 21
RFID Expo....................................... 11
Rosenfield and Company................ 25
TradeRev......................................... Inside Front Cover
The index to advertiser page numbers is published for reader convenience. Every
effort is made to list page numbers correctly. The listing is not part of the advertising
contract and the publisher is not responsible for errors or omissions.
D I G I TA L D E A L E R . C O M

AUGUST 2018

47
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Table of Contents for the Digital Edition of Digital Dealer - August 2018
