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Because convincing a potential buyer to take that next step after seeing or hearing a dealership advertisement can be a challenge, Cars.com offered managers some recommendations on how to refine a call to action.

In a recent blog post titled, “4 Steps to Writing an Effective Call to Action,” Thomas Muellner of Cars.com acknowledged that finding the right words can be difficult for stores. So he worked with the site’s team to create a quartet of tips.

1. Provide a specific next step

Cars.com said the core purpose of a call to action is to persuade a potential customer to interact with your business. It should always begin with a clear, no-nonsense verb (i.e. call, text, click, visit) that leads to an easy-to-follow next step. The request dealers make should be convenient for the customer and make sense within context of the advertisement.

2. Show value

After dealers determined the most appropriate action for a potential customer to take, managers should highlight the value of taking that action. Value is most commonly conveyed through customer experience, access to information and incentives.

Note that the last example below creates a sense of urgency with the shopper, a great best practice.

—Experience: Call today to speak with one of our award-winning vehicle consultants.
—Information: Click here to learn why the Ford F-150 is America’s best-selling truck.
—Incentives: Visit our website for a complete list of limited-time special offers.

3. Be consistent

While the literal action dealers ask customers to take will vary based on the advertising channel – “visit our website” in a TV or radio ad versus “click here” on a digital ad, Cars.com said it’s important that the value connected to the action remains consistent.

Muellner stressed that differences can confuse shoppers and negate the work your dealership has done to build its brand message.

4. Deliver on the ask

Mueller wrapped up his advice by noting how it’s imperative to deliver on the action dealers ask shoppers to take.

If dealers tell a shopper to “click” to learn more about new trucks, don’t have the landing page feature convertibles. If stores push a customer to “call” for award-winning service, don’t let the call go to voicemail.

“Persuasive marketing materials are incomplete without calls to action — you need to tell your audience what you want them to do, and why it’s going to benefit them,” said Emily Sandberg, lead copywriter of Cars.com’s in-house creative team.

“Be direct, concise and bold. And, if it’s appropriate and space permits, repeat yourself,” Sandberg continued. “Visual and verbal cues can work together to compel your customers.”

Muellner’s original blog post can be found here and more advice can be reviewed at dealeradvantage.cars.com.

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