I want to show you two ways to say the same thing. Here’s #1: “Don’t worry! Avoid the scams and shop our no-hassle dealership!” Now for #2: “At Fiesta Motors, we make it a breeze to get approved for a high-quality used car, truck, or SUV!” Now, which option sounded better to you? The second one, right? That’s because it’s full of Positive Positioning!
Positive Positioning is a scientific theory based in neuroscience which states that people better maintain and react to messaging that is presented in a positive light. At the Automotive Advertising Agency, all of our marketing strategies have Positive Positioning at their core, because it’s been proven scientifically to deliver more results. In fact, Dr. James Larsen, Ph.D., has stated that “Ads featuring benefit claims that used positive anchors significantly increased purchase intentions.” Basically, if you say positive things, consumers will react positively to your message.
Here’s how it works: when you use positive words like “easy” or “simple”, that’s what customers identify with your brand. When you use words like “hassle” or “worry”, even when used in a technically positive way, customers still associate the negative meaning of those words with your brand. In the back of their mind, consumers are still going to think “hassle” when they think of your dealership. With Positive Positioning, viewers will only remember your messaging in a positive light!
Imagine a restaurant saying in their advertising, “We don’t have any roaches in our kitchen!” or having a slogan that says “Eat here! We’re Roach-free!” They may be trying to convey a positive message, but what do you think their customers will be thinking while they are eating or ordering take out from there?
Another benefit of Positive Positioning is that it naturally makes you focus on your strengths, rather than the weaknesses you don’t have. Wouldn’t you rather say that your buying process is fast, rather than not slow? Your messaging should be highlighting the benefits of shopping at your store as quickly and as clearly as possible. The most efficient way to do that is with Positive Positioning.
If you’d like to put a more positive spin on your advertising, The Automotive Advertising Agency is here to help. We have decades of experience crafting positive messaging for dealerships of all sizes. Our creative team is ready to take a top-down look at your business to highlight exactly what your customers are looking for. Give us a call at 512-610-7300, or contact us at TheAutoAdAgency.com/contact/ for more information.