When creating a powerful marketing message, it’s important to rely on data rather than on our own intuition and hunches. The market is always smarter than you and me, and research says there are rules to writing persuasive marketing copy.

[bctt tweet=”No One Cares: Does Your Marketing Make this Critical Mistake?” username=”JandLMarketing”]

By following this one rule, you can influence more people – and, ultimately, sell more cars.

Develop the “You Attitude”

The major mistake in most automotive marketing copy is the absence of the “You Attitude”.1

Typical automotive marketing says things like:

  • “We have developed a special program that allows us to …”
  • “I have been selling Chevrolets for…”
  • “I’m sure you will agree with me that…”
  • “We are the largest dealer in…”

The reality is… NO ONE CARES. Your prospect or potential buyer doesn’t really care about you, or your dealership. When they read your ad, all they are doing is determining what you will do for them and how your product or service will positively benefit them. Pay attention to your copy and look at the copy of your competitors. It is probably filled with “I” and “me” and “our” and “we”.

While it may not be practical to produce a marketing message that never uses words like “I”, “we”, “our”, or even your dealership name, you should certainly have the word “you” five to six times for every reference to “us” or “me”.


  • “I am pleased to announce…” – should be – “You will be pleased to learn…”
  • “We can deliver on the spot…” – should be – “You can drive it home today…”
  • “Our dealership is the largest in…” – should be – ” You will have access to the best selection because…”

When you write or approve copy, put yourself in the mindset of the person you are writing to.

They want to know, “What’s in it for me?”

If you are not constantly telling your prospect what’s in it for him/her, they will not read your letter, email, etc. Why should they?

The best thing to do is to review your copy with a highlighter. Highlight each and every “I”, “we”, “our”, “us”, and your company name. Then try and adjust with a “You Attitude”.


  1. http://www.ctconservation.org/sites/default/files/you_attitude-reader-centered%20writing%20with%20examples.pdf