Since getting my dream car, a 2013 Dodge Challenger, I started watching loads of Youtube videos and stumbled on a great series, straight from the 70s, the golden era for muscle cars.
It’s a few videos made by Dodge dealers to educate their salesmen.
One is about a performance package called “Scat Pack”, available on a lot of different cars.
These guys had to know their stuff.
They had to dig deep into what the car does, what they offered to make it more powerful and to make it more powerful looking.
I find it fascinating, especially in times like this when fuel costs are soaring.
It shows that, even when price is not a make or break, you have to know what you’re talking about.
It goes back to what David Ogilvy used to say about consumers:
“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”
In particular, according to the video, these car salesmen needed to know:
- their performance cars
- their market (and competition)
- their prospect
- their sources of information
- what’s happening at the races
And so they recommend all sorts of guides and industry magazines they can read to keep in the loop.
And one last piece of advice?
“Make a run to the drag strip and watch the action”.
In other words, always do your best to know what your product looks and works like in the real world.
It’s the same, even with software.
Reason why I always try to get at least a few demo recordings with real prospects from my clients. Or to get a live demo with them directly.
Never trust a copywriter who tells you they don’t need to look at your product and that they can just start writing.
If they don’t understand it, they can’t sell it.
If you care about your product and you’re looking for a copywriter who cares as much as you do, get in touch.