SCHENECTADY, N.Y. –

In the latest online video in his series, “Hard Facts with Dennis Galbraith,” the chief marketing officer of Potratz Advertising discussed the two objectives vehicle descriptions need to accomplish so stores can move more metal.

Galbraith emphasized how “Selling With Text” can push potential buyers to take one of four steps that move them one step closer to a contract.

“Our objective on that vehicle details page, that one specific vehicle, is to get them to phone, email, chat or walk into the store. We do that by enhancing preference for the vehicle, telling them why it’s special. And enhancing preference for your store,” Galbraith said.

“Those are the two things we want to make that action happen. Of course, you’ve got photos and a video. But some people like text and we want to give them the information the way the way it,” he continued.

 

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