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Writing Brilliant Vehicle Descriptions

Turn Online Shoppers Into On-Lot Buyers: 12 Tips for Brilliant Vehicle Descriptions

You don’t have to spend money on expensive ads and premium placements to drive the success of your online listings. Here are 12 ways to make your listings stand out with vibrant and compelling vehicle descriptions:

Make an outline. Sometimes it’s easier to write if you have a list of what you want to say.

Write a first draft fast. If you’re having trouble, just start writing and don’t worry about whether it’s good or bad. You can (and should) always go back and edit.

Think of your audience. Imagine who the buyer might be for that specific car and write your headline and description specifically for that customer.

Focus on the benefits. Think of the car’s most important features and make sure they are mentioned first in your description.

Make it easy to read. Use bullet points and be as descriptive as possible in as few words as possible.

Avoid the generic. Make your listings stand out by being unique with sensory adjectives and copy that ignites your customer’s imagination.

Tell a story. Appeal to the customer’s imagination by painting a picture with words.

Be conversational. Write copy as if you were talking to the customer right there on your lot.

Use power words and avoid “wussy” words. Use words like “free,” “instantly,” “now” and “new” and avoid passive language like “may,” “could,” and “try.”

Cut the jargon. Avoid using automotive industry-exclusive phrases that would be unnatural to normal people.

Edit, edit, edit. Make it shorter if possible. Plus, check every description for clarity and grammar mistakes.

Read it out loud. If it sounds clumsy out loud, chances are it sounds clumsy to your customers, too.