Key Questions Auto Sales Letters Must Answer
Auto Salesmen of various stripes will end up writing letters eventually. It is often part of the job for them to write auto sales letters, attempting to deliver a pitch in text form rather than face to face. Naturally, this requires a bit of shift in the usual strategy, whether they’re trying to sell auto or an industrial-strength adhesive.
This is because there’s no immediate interaction, so the text has to contain a number of hooks to try and get the attention of the reader. The goal becomes less about being completely convincing and selling a solution to the consumer’s problem and shifts towards the need to get the customer interested enough in asking about what’s on offer.
The first question that needs to be asked – and answered – in an auto sales letter: what can this do for the customer? In this one simple question, some important details are revealed to the reader. First, it describes what the product is and what it is meant to do, though not necessarily how.
It can also be used to help the consumer consider whether or not they’re part of the market for the product. Is it something that they need or can use? Are they part of the demographic that buys into that kind of offering? By identifying one way or another, the reader can either turn away or be made curious enough to look at the rest of the letter.
Another good question that the letter needs to have an answer is “How do I order the product?” Obviously, if the consumer is interested in making a purchase, they’re going to want to know how to do so. This could be as simple as giving a reply address to speak to an auto sales rep or including a link to the auto that serves as an auto sales platform.
It might even go old school and give a contact number that customers can call. Whatever it is, it has to be there for people to see. An auto sales letter that makes people interested but doesn’t clearly point out how they can buy what they want is one that has failed.
Then there’s the need to show the customer why they should be interested, even if they’re in the target market. Why in the world should the reader be compelled to spend money on a product they’re only seeing through a letter or e-mail?
This is the hardest part because it involves condensing a good auto sales pitch into text, without the ability to alter it and the necessity of making it as broad as possible. Not the easiest of tasks.