Marketing Lists That Work!

Written for AutoSuccess Magazine
September 2002

By Scott Joseph

The importance of good lists has been the topic of this column several times before. Previous customer lists, credit score lists, and lists to replace vehicle registration information have all been thoroughly discussed, and their importance cannot be underestimated. But, there is another type of list that we have never mentioned, which will increase both quality and quantity of showroom traffic.

Be forewarned: this is a different type of list. We aren’t going to talk about the people we mail to. Instead, we will be providing a different twist to marketing lists. These lists will help grow your business, and actually make your advertising more effective. But you aren’t going to like them.

These lists will hurt, and they will be uncomfortable for you. You may get frustrated and upset by them, and your first instinct may be to avoid the trouble of working with them at all. But, here is your salvation. I promise you that the faster you make these lists, the quicker you will make more sales and profit. I promise that they will increase your showroom traffic and the quality of that traffic. And I promise that they will also improve your company and make your employees happier. Cool. Still interested?

One problem. They will require work, both individual work and teamwork. You will need to invest time and effort into uncovering the answers. You may need help in researching all the answers. And, it will be (or should be) a dealership-wide effort implementing the plans that will become very apparent from the answers. So, yes, there will be work involved. It will be worth the investment.

And one final word before we get to the good stuff: even if these lists seem terribly obvious, they are not optional. Take the time to write out the answers to each one, and you will have some valuable insight into the successes, failures, and patterns of your business. If you don’t bother yourself with this little exercise? Well, the simple fact is that if your competitors make these lists and you don’t, they will beat you to the sale.

These first lists will help you produce quality traffic.

1. List your five most powerful mailing lists. (Note: If you can’t pull this list from your computer or out of your desk, don’t even bother reading the rest of this, it will only upset you.)

2. List what your advertisements say that your competitor’s ads don’t say.

3. List the zip codes where your advertising pulls the most response from, in order of highest response to lowest.

4. List your five most successful promotions.

5. List your best responses to your five most successful promotions.

6. List your most powerful business attraction statement.

7. List five ads you consistently run that ask the potential buyer to take action NOW.

8. List five ways you follow up after your promotions to attract potential buyers who did not buy to come back in your store.


And now some answers for the questions “Why should I deal with (or buy from) you? Why should I come to your store?”

1. List your ‘difference’ – the difference between you and the competition. These differences can be both real and perceived.
2. List the value you provide to the prospect or customer before the sale.
3. List the value you provide after the sale.


OK, there is your list of lists, and your homework for the month. If you are like a majority of dealers, most of these lists seem as painfully obvious as they are painfully blank. Fill them out as fast as you can- most of them you should have had years ago, but you can benefit from the answers starting today.

If you are struggling to get this information, or feel as though you can’t spare the time it takes to get the answers yourself, then find a company that can analyze your dealership and give you the answers. Do it now before you cost yourself even more money.

And if you are one of the many dealers who are overworked, constantly behind in your job, and feel completely overwhelmed without time to invest in an incredibly valuable exercise like this, then there is no reason for you not to complete these lists. If everyday is a marathon for you, with you solving problems and handling situations instead of planning out your next successful campaign, then that is even more reason to take time for this. Your position is a leader- a general who plans campaigns and directs others. And for that, you have to have good information. By completing these lists, you will not be taking time away from your job. You will be making your job easier.

And a final list:
• List the ways you intend to have your advertising become more efficient and cost effective. Limit the lists to less than five doable actions or tasks. Do one of the improvement items each week.

Your opportunity here is to take advantage of the information these lists will provide – before your competition does. Most of us get caught up in the day-to-day details of running a dealership, and forget to step back and look at the direction in which we are going. And sometimes, we have to remind ourselves to look up from the details to see the big picture. Every good leader knows that we must study our past in order to improve our future. It may seem like a lot of effort to take time out to write all this down, but it isn’t an expenditure of time- it is an investment in your future. All right. Pencils up. Let’s start writing.





Read another AutoSuccess article:

April 2001:
Seven Advantages of Direct Mail for the Automotive Industry

June 2001:

Testing and Measuring the Effectiveness of Your Advertising to Improve Your Profit

July 2001:

Killer List Strategies For Your Direct Mail Promotion

September 2001:
How to Make Them an Offer They Can't Refuse!

October 2001:
The Secret of Out-Performing All Your Other Advertising!

November 2001:
The Number One Strategy to Out-Market Your Competition

December 2001:
Creative That Gets Results!

January 2002:
Secrets to Improve Your Sales and Profit With Direct Mail

February 2002:
How to Sell One to Two More Deals for Each 100 Pieces of Mail You Send!

March 2002:
The Seven Biggest Marketing Mistakes Everybody is Making, and How to Avoid Them!

April 2002:
Business Rules to Grow By!

May 2002:
The Only Three Ways to Grow Your Business

June 2002
Your Customers Are Speaking to You. Do You Hear Them?

July 2002
How to Attract Quality Traffic

August 2002
Make Money on Your Sales Event Before It Even Begins!