SCHENECTADY, N.Y. –

In a recent episode of his weekly online video commentaries about dealership advertising, Paul Potratz emphasized how understanding shoppers “can make a big difference in your bottom line.”

The chief operating officer and founder of Potratz Partners Advertising explained how dealers need to consider their online advertising by viewing it through the lens of the potential buyer.

“What do you think the proper message is when advertising online? Is it as far as price and payment, and that’s it? If so, you’re selling yourself short,” Potratz said in the episode of the ongoing series, “Think Tank Tuesday.”

"Because think about it, what do people do when they go online? What’s the Internet really called? It’s the information superhighway,” he continued.

“What I want you to understand is people are going online to research a product or service. But most strategy I see out there is based on price and payment. But customers aren’t even to that point yet,” Potratz went on to say.

The complete episode can be viewed below.

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