GM/Chevy/Buick Dealer . . . Help Needed with Creating Spots

    • 1373 posts
    April 29, 2015 10:07 AM PDT

    Received this inquiry from an RSC member who wishes to remain anonymous:

    Do you, or do you know of anyone who writes creative for new car dealers?  Specifically, a GM, Chevy/Buick dealer?


    We have been working with our local dealer, writing what we thought are great spots specifically for his business as part of our service.  However, it seems that he sees no value in something that he is not paying for.  He also does not see us as experts, or even knowledgeable in the new car/GM business.
    He has before, and will pay a "professional" for writing creative.


    Oh yeah, he typically likes to record his own spots (but needs to be told what to say).  However, he has liked celebrity voice impersonators for spots too.


    Any help or insight would be appreciated...

    Thank you!

    • 993 posts
    May 1, 2015 7:44 PM PDT

    Suggestion: spend exactly $72 (plus shipping) and turn your sales staff and your full-time copywriters, if you have them, into your market's creative writing juggernaut.  

    You could spend a lot more to obtain this same education elsewhere, but the goldmine that is Mobiltape will save you hundreds of dollars on it.  

    These recordings were made at several different RAB national conferences, featuring radio guru and copywriting teacher par excellence Dan O'Day, at his best in a live group setting.  (Just enter his name into the Advanced Search window to narrow your selections.)

    Here's what you'll want to add to your cart.  When you're finished, the tab will be $72 plus shipping.  When your CDs arrive, schedule the time to listen to the presentations, take notes, do the exercises, and get the material down. The next time you meet with your car dealer (with a few spec spots that you've created using what you've learned), he will be blown away by your self-evident competence and professionalism.  Then he can pay YOU instead of some outside "expert" for doing all of his copywriting.

    Items in your cart:

    (Total of 6 discs)

    • 01RAB/CD-F8A5-Step System for Writing
      $12.00
    • 01RAB/CD-F8B5-Step System for Writing
      $12.00
    • 02RAB/CD-W44Create Radio Commercials that Get Results
      $12.00
    • 03RAB/CD-W14Selling With Emotion
      $12.00
    • 05RAB/CD-W12Hypnotic Advertising
      $12.00
    • 09RAB/CD-W28How to Educate Your Clients
      $12.00
    Subtotal: $72.00
    • 455 posts
    May 4, 2015 10:16 AM PDT

    I feel your pain. The client sounds like they can't decide which direction they want to take. They need to pick something and go with it.

    Your best route may be to find someone who can write and voice the ads (not an agency or media consultant). If they have TV in the market, the same VO may work very well. This will make you a hero.

    • 30 posts
    May 6, 2015 10:50 AM PDT

    Tell him to get Chevy or Buick as his RingWord.  Customers will never forget how to reach him and he won't have to waste 1/3 of his spot on a repeating phone number that irritates more than helps listeners.