Media Package

To view Print and Online advertising information, you can download the AutoSuccess Media Package available below. If you wish to send an advertisement for publication, you can do so by mailing CR-ROM containing files to the attention of:

	Thomas Williams
	Creative Director
	AutoSuccess Magazine
	3834 Taylorsville Rd.
	Bldg A, Ste 1B
	Louisville, KY 40220

Fab Five

1. They clearly state a benefit that the reader can appreciate. This benefit should be the end result (benefit) of what your product or service gives to a dealership. Examples would be, "increase sales by 30%!", "cut your expenses by 50%!", "double your floor traffic!", "close three times as many deals as you do now!"

The benefit is what is going to stop a dealer or manager from turning the page. They don't get emotional about how long you've been in business. That is a logical reason they should do business with you. People make buying decisions based on emotion and justify (the decision) with logic.

2. Once you have grabbed their attention you must create interest in what you are selling. An effective way to do this is with "yes" questions. Yes questions will guide the reader to feel positive about what they are reading. Ask questions around benefits, "could your dealership benefit from a 30% increase in sales?", " if you were given a proven method could you follow and stick to it?", "you want to spend as little as possible don't you?"

Your advertisement should contain three to five yes questions to help create interest. The word yes is one of the most powerful words in the English language and people love to say it and hear it.

3. Next you must create conviction that what you are saying is true. One of the most effective ways is the use of testimonials. Car dealers are a conservative group of business people. They love to hear success stories and that is exactly what a testimonial is. It's a success story about a dealership using your product or service. When you have clearly stated a useful benefit, got them interested in what you are selling they will want to know if it really works.

4. The need for speed. You need to create a sense of urgency and or a fear of loss. "Limited Time", "Limited Area", "Only One Dealer per Market", "The First 500 Dealers Get...FREE!". The fourth element is to get the dealer or manager to contact your company ASAP, because if they don't they are going to miss out.

5. The fifth element of a successful direct response advertisement is to give the reader an easy way to get in touch with you. Potential clients are 15 times more likely to call a toll-free number. Give them multiple ways of contacting your company: toll-free number, email, fax and web site.

These five elements put your advertisement in a great position to get responses. Add color and full bleeds to a full-page and increase response rates by 11%. The following are some of the most powerful words to use in your advertisement: You, Free, Limited Time, Limited Supply, New, Startling, How To, Now, Urgent, Guarantee, Save, Win, Announcing, Introducing, Revolutionary, The Secret Of, Special, Breakthrough, Amazing, Easy, Miracle, Today.