poster over a urinal - to - the back of a cash register receipt or thousands of spam e-mails on your computer.
Most advertising companies (including my own) have changed their names to reflect something to do with Marketing because it sounds so much more sophisticated and important, even though advertising is what we primarily do.
Why? The minute you use the word advertising on the phone, even the shop owner who takes pride in always being there, is somehow never there when you call.
Marketing, however, involves so much more than just advertising, but in auto service marketing, it has become an interchangeable word for advertising.
But it is your advertising that brings new customers in your door, and that is what we will discuss here, even though we call it auto service marketing.
To Say It Once Again:
Most Modern Forms Of Auto Service Marketing
And Advertising
Were Designed To Make Money For The
Guy Selling It Not The Shop
Owner Buying It
And, it is such an easy sale. Why? Because all you have to do is come up with a new, cheap way to “Get Your Name Out There” and every small business in town will flock to it - because it’s cheap and just might - FINALLY - be the one that works. Small business is a pushover for anything that looks like a cheap quick fix or magic bullet. Why? Because they don’t know how to judge auto repair marketing.
The trained advertising sales people pushing this stuff on you aren’t even lying about the claims they are making. Since they don’t know anything about the art and science of auto service marketing, they don’t know that their stuff won’t work to bring in the customer with money. They are simply saying and doing what they’ve been trained to say and do. Sell you this program at all costs by repeating the company line.
They tell you over and over that the secret is, “You’ve Got To Get Your Name Out There!”, which is utterly meaningless. As long as you believe in this strategy, you are the prey of any advertising company that walks through your door with cheap advertising.
Because a Get-Your-Name-Out-There Form Of Auto Service
Marketing Is Cheap – Everyone Tries It And Uses It
However, Because Everyone Uses It
It Has Lost Its Power To Attract And Impress In The Marketplace
Here’s What You Must Do To Attract Prime Customers
You’ve got to create a strong memorable market presence - be there with the right image and message, and be there often. You need to give the right people a powerful image, a
