Let's face it, eighty percent of the work I've done even I don't like.
Twenty years ago automobile dealers, especially domestic dealers like Chevy and Ford, only wanted one thing: bodies in the door.
So the Ad agencies came up with all kinds of gimmicks to lure the people to those stores by inventing or utilizing phrases that are now the mainstay of the entire retail advertising world.
Creating Urgency:
Now Through Saturday Only!
It's The One-Day Sale!
Hurry! Once These Vehicles Are Gone, The Sale Is Over!
You get the idea. But it wasn't just the words or phrases they used, it was the method used to deliver the words. The radio and television spots were loud! The Announcers used were of two types: Deep Bass or Mid-Range Baritone. Both shouting into the microphone at the top of their lungs at a speed no normal human could match. Once taped the words were tweaked and enhanced with echo or reverb for emphasis with sound effects like hammers banging on anvils, explosions and even screeching tires! With all that there was one thing missing needed to drive the potential buyer into the showroom. The Sale. Here are a few with their caveats or conditions for the sale. These disclaimers were usually shown in tiny ant-sized type in the print ads or television or spoken at the end of the radio commercials at a much lower volume and at twice the speed.
- $88 Down, $88 A Month
- With approved credit. $88 down payment and $88 for the first 3 months at which point the customer makes the regular payment which could be anything the dealer decides.
- We'll Get You Approved No Matter How Bad Your Credit Is
- Must have down payment of $9000 or 30% of vehicle value whichever is higher, prove a verifiable and steady income, stable residence and a co-signee with acceptable credit standing
- The Lowest Lease Payments ... Ever!
- 36 Month Leases. Limit 12,000 miles per year. $2,895 cash and/or trade down payment plus tax, tag and $489 dealer fee. Credit must be approved. See dealer for additional details.
