Copy is one of the essential elements of effective marketing. It is a form of communication that involves strategically delivering words that ultimately get people to take some form of action. Copywriting as a boat dealer is an important aspect of communicating with potential customers. Here are 8 tips to use when writing copy for your boat dealership marketing.
Talk About Your Inventory’s Benefits
Features and benefits are different. While features are just the attributes of your product, the benefits are what it will add to your customer’s lifestyle. For example, features of a boat might include passenger capacity, windows, a sundeck, a specific motor, etc.
On the other hand, the benefits that purchasing your boat will add to someone’s life may include fun and recreation, family bonding, social gatherings, a second home, and more. Make potential customers start thinking about how buying your boat can bring them further to living their dream life.
Talk About Your Competition’s Weakness
Consider what sets you apart from competing boat dealers. How do other boat dealers fall short, and why would buying any other boat be a mistake? Don’t knock your competition for everything they don’t offer… You’re not looking to burn bridges. But DO tell customers about what your dealership offers that your competition does not.
Know Your Audience
It’s important to remember that you’re not just writing to the whole world. You need to have a solid understanding of your target audience. What is their age range, income, interests, hobbies, and so-on? The more targeted your audience is, the easier it will be to reach them and turn them into leads. Knowing who your audience lets you put the right copy where it will have the biggest impact on them.
Focus on “You” Not “We”
While your marketing and ad copy will sometimes be an opportunity to brag about your dealership, it’s more important to talk about what your audience cares about. Focus on their day-to-day life, goals, and concerns. When you show them how much you understand them, they will trust you more, thus becoming more likely to buy a boat from you.
Understand Your Platform
Different platforms are popular for different ages and types of people. It’s important to note who will be using those different mediums. It’s also important to consider what ad copy is appropriate for each medium.
Use a Call-to-Action
After sharing educational information, give readers a call-to-action. Be compelling. For example, “Read the full article to learn more about our newest models launching at the boat show!” is a lot more intriguing than “Click to read more.”
Don’t make claims that you can’t back up. If you share things that aren’t accurate, you’re going to lose credibility and your audience will no longer trust you as a boat dealer. Be accurate and honest when describing your inventory, services, and sales.
Extremely long paragraphs may turn people away, especially on platforms like social media. People are busy and like to consume information that is quick and easy to understand. Use headings to separate topics and ideas to make your ad copy easy to digest.
Now that you’ve read through our 8 tips, you’re ready to write copy that helps you sell boats!