Below is an excerpt of a recent interview published in the July 2013 Issue of Dealer Marketing Magazine.
5 Expert Insights on Content and Mobile in 2013 and Beyond
For this month’s column, I interviewed Justin Cerone, founder and CEO of the newly formed Lincoln Digital Group (formerly: Business Writing Solutions). His previous work at Business Writing Solutions consisted of creating premium quality, custom content for automotive sales, service and parts locations. While there, he served nationally recognized dealerships such as Braman Motorcars and the Rick Case Group. Justin also played an integral role in helping to achieve the first-ever known ADP DMS integration direct with a dealer smartphone application, as well as numerous other innovations and achievements in the field of automotive mobile marketing. Below is a transcript of our conversation.
AJ-What’s the key to producing high quality finished content?
JC-Quality is always unique to the provider. To us, quality means treating a dealer’s content as if it were our own. There must be an inherent sense for what “quality” content is (and isn’t)—particularly in the mind of your target audience. And, you can’t overlook the style and clarity of your copy. As much as video will revolutionize the automotive industry, consumers will always have a need for clear, direct, and trustworthy written content. Thus, dealers will always have an opportunity to use appealing and compelling copywriting to sell throughout the foreseeable future.
AJ-How do you create unique content?
JC- I’ve found this approach leads to the best results consistently:
1. Think about your unique value proposition and message to the customer.
Unique content must be authentic to the business. Capture the voice, tone, and other branding elements of your business. Your goal with content is for it to help your unique brand promises and advantages shine.
2. Put yourself in the targets’ shoes and get a feel for how your average customer may feel about your unique value proposition, and how you’ve expressed it.
Step back and ask what your target would think if they saw this. Identify what you anticipate the target will take notice of, and why. Then, focus on pain points, and resolve them with authority and trust.