This 2010 Mercury Grand Marquis LS Ultimate four-door sedan has low mileage (110,349 miles) and has been well maintained. People who don’t like adventure are less likely to want that vehicle, however, car descriptions are about drawing in the right people-not as many people as possible. “Do you like adventure?” That could be the start to a sporty or off-road car description. In this type of description, you write to a specific buyer profile as if you were talking to them. Address the audienceĪnother example is to address the audience. And with the optional roadside assistance package, you can guarantee arrival at your destination. Heated mirrors melt snow and ice for a clear view of traffic to your sides. Heated seats will warm your body faster, so you can concentrate on the road sooner. Traction control will keep you safe by providing better traction during icy road conditions. This 2010 Mercury Grand Marquis LS Ultimate has all the features you need to conquer bad weather on the roads this winter. This type takes several features that are the vehicle’s true selling points, expands on them, explains why they’re important, and gets people excited for buying vehicles with those features. Must-havesĪ step up from a features first car description is the must-haves description. Height-adjustable and eight-way power driver and passenger seats. Simulated wood trim on the dash and interior doors. It features a gasoline-powered, automatic engine that achieves 16 mpg in the city and 24 mpg on the highway. This 2010 Mercury Grand Marquis LS Ultimate is a blue, four-door sedan with 110,349 miles. If you believe there are a few must-have features (see below), you can include those, but the writing should be more engaging than our example. It’s the most basic and least effective way to drive walk-ins, test drives, and sales. This is a description that simply lists (in paragraph form) the vehicle’s features. Here are some types of car descriptions with examples: Features first However, on your website, you should only have one description, so choose the one (or sometimes two) buyer profile you believe will convert into the quickest sale. You can differentiate ads to market the same vehicle to multiple types of buyers. Ask yourself questions like, what are your buyer’s demographics? What kind of work do they do? What is their approximate income? What kind of lifestyle do they lead? Are they single? Do they live with their family? What will be the buyer’s primary use for the vehicle? What features do they want in a vehicle? How will they pay for the vehicle? You may have multiple buyer profiles for a single vehicle. Knowing your audience will help you tailor your description and create buyer profiles. They are the ones who are going to read it and may consider purchasing the vehicle. Potential buyers are the audience for your car description. This allows you to position the vehicle in a favorable way when compared to others. Knowing how the vehicle compares to competitive vehicles is also an asset. How does the vehicle handle? How does it decelerate? How smooth is highway driving? How does it feel when going over speed bumps or uneven terrain? Having more intimate knowledge of the vehicle is helpful and recommended, and by intimate knowledge, we mean an understanding of the vehicle beyond what the buyer can just read in a manual or report. What kind of vehicle is it? How old is the vehicle? What are some of the vehicle’s more distinguishable features? What condition is the vehicle in? What’s the driver and maintenance history? Etc. A good vehicle description is what brings those two things together. At any given time, numerous people want to buy one. You have a vehicle or vehicles you want to sell. You have to grab your audience in the opening line and continually provide more information while also writing in a way that leaves them wanting to know more. Many people will decide from a five-second partial read of your vehicle description, whether they are interested enough to learn more. Once they’re at the dealership, there are only a few questions left in the buyer’s journey. Let’s talk about how to write amazing car descriptions with examples.Ī 2019 Cox Automotive Car Buyer Journey Study discovered buyers are increasingly making more decisions based on online research. And for most people, that means reading car descriptions and car reviews. People looking to purchase will perform hours of research online before ever stepping onto a dealership. Before a potential buyer comes to look at a vehicle, they’re going to read the vehicle description.
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