The person writing ads forgets selling is a one to one proposition!
The basics of selling are one person selling to another. But many dealerships and RV ad agencies are getting lost. If there’s one mistake dealers make it’s the 30,000 foot print.
The 30,000 foot print means selling to everyone but you don’t sell to anyone.
Don’t talk to the entire market imagine you’re talk to one perosn.
More money is wasted by agencies and dealers talking at a group of people instead of talking to a single person.
It’s a simple fact! To resonate with a consumer they need to feel you’re talking to them. That one individual needs to believe you’re the answer to their wants and needs.
Your ads must maintain a one to one perspective.
If your message has the 30,000 perspective you’re not getting the most for your money. The only path that is worse is when you start talking about yourself. But we’ll tackle that topic another day.
A typical 30,000 foot message sound like a listing of facts and features. There is no selling of the benefits. Benefits are what motivate customers to take action. Your RV ad must make their life more fulfilling, more fun, less stressful or just generally better.
When you write your next ad see if it passes the One To One Test.
1) Have you identified my need?
2) Do you have a unique solution?
3) How is it going to BENEFIT me?
4) Did you ask me to come buy?
When you review your next ad from your RV ad agency envision it selling someone across the desk from you. Would it motivate them to buy or not. If not re-write.
Selling is one to one. One to one requires a personal sales message. A form letter is not personal. A hand written note is personal. I know you can’t write a personal note to all of your customers but do you get the picture?
Make your next message a one to one message. What will actually happen is you’ll connect with that large audience.