Tuesday, January 25, 2011

Don’t just advertise, change the way folks think about you!

You can change negative preconceived stereotypes about your business by cleverly crafting your ads to say what you want them to believe. Education is really describing things in such a way that it affects how people understand your industry, your business, your staff, and even your products and services. Within your advertising projects you can educate, inform and change the ways folks think about your business. Here’s how.

1. Describe your business the way you WANT others to perceive it. You can teach folks to see your facility as a recycling center rather than as a junkyard when you say something in your advertising like, “Things have changed in the used parts industry! No more junk anything!! Instead of “junkyards” there are now automotive recycling facilities nationwide using state-of-the-art technology and equipment to reclaim, clean, and recondition parts from late model vehicles. These modern recycling centers provide total satisfaction for high quality recycled parts and customer service, at a fair price. This describes the way we do business here at (insert the name of your company)!”

2. Describe your staff the way you WANT others to perceive them. Rather than calling them salesmen, call them customer service staff, or recycled parts specialists. Describe them as, friendly, helpful, and knowledgeable. This will project a more positive and helpful image of your staff as you educate people how they should refer to them.

3. Use “Did you know” blurbs throughout your ads. Here are some examples:

· Did you know recycled parts save the resources and energy needed to mine and refine ore and minerals used to make the raw materials for new parts? Using recycled parts is good for the environment!

· Did you know recycled parts help keep insurance costs down?” Often an automotive recycler will pay an insurance company thousands of dollars for a totaled late model car, reducing the company’s loss. This means lower auto insurance premiums for consumers. It also helps keep wrecked and inoperable vehicles off our street, making cities and neighborhoods safer and more pleasant places to live.

· Did you know the automotive recycling industry recycles billions of vehicles each year generating billions of dollars annually for the U.S. Economy?

· Did you know the automotive recycling industry saves over 85 million barrels of oil a year that would otherwise be used in the manufacture of new replacement parts?

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