Auto Body Shop Marketing: Copywriting

This article is the third article in a five-part series that details exactly what you need to market your auto body shop and make it a success.

Your auto body shop marketing materials should take advantage of professional copywriting conventions to motivate prospects to take action. Follow this four-step process for incredible copy that motivates response:

Four steps for writing winning copy

Craft an attention-getting headline - Regardless of the marketing medium, your headline is what draws readers in-to the rest of your copy. Make a bold statement that solves your customers' problems, alleviates fears or fulfills desires. When possible, include your offer as part of your headline.

Highlight your benefits - Amateurs write about features; professionals highlight benefits. If you offer all-in-one auto body undercarriage coating maintenance (feature), you have to tell your audience that this means they'll never have to worry about chassis rust (benefit).

Develop an incredible offer - Great offers make money. Consider your services from your customers' point-of-view. What would it take for you to act? Your offer should have value to your customers and be time limited to get the greatest response in the shortest amount of time.

Motivate with a call to action - Tell your audience in no uncertain terms what they must do next. Provide multiple response channels so you can cater to everyone.

Example auto body shop postcard copy:

The Class of the Car Speaks to the Class of the Man.
Stay rust-free with RUSTGONE

Whether your dream girl is a '57 Chevy or a bright red Beretta named Dolly, you're going to take care of her. That's what a classy man does. You certainly won't let anything spoil her undercarriage. Protect your love with RUSTGONE.

Call 555-555-5555 or log in to www.bobsbodyshop.com to do it right.

Adding value

One superb device for increasing the shelf life of your auto body shop promotions is to add value to them by including coupons, helpful charts and graphs, tips, and other useful information that increases influence and motivates response.

Next in the series: Auto Body Shop Marketing: Distribution

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