Rule #1 – Never Insult Customers.
It’s true that certain groups of people tend to enjoy certain cars more than others. If you know that the brand of cars that you sell tends to attract older customers, don’t call your customers “old” in the blog articles you write. It seems like common sense, but it occasionally does happen, and when it does, people actively complain about it. Complaints, of course, are never good for business.
Obviously, you still have to be honest in your blog articles. Don’t tell your customers that the cars that you are selling are a favorite among younger audiences if it’s a blatant lie. If you know that your customers prize price over fancy accessories, don’t tell them that buyers that are interested in the cars are very into gadgetry. They won’t only feel like you are lying to them if you do choose to do this – they will feel patronized.
If you break this rule, you might as well not have a blog!
Instead, make sure that all the words you describe your customers with are words that are viewed in a positive light. For instance, say “thrifty” instead of “frugal” or worse, “miserly.” If your clients are older, say “young at heart.” If you don’t know how to approach telling your customers something about themselves, don’t say anything.
As a dealership, you need to make people feel empowered by the fact that they are buying services from you. You have to show your potential clients that you hold them in high esteem. Showing them that you don’t value them as customers is a good way to lose business before they even walk in the door.
Not sure whether the articles that you are posting to your blog are actually customer-friendly? Well, the easiest way to check whether or not the blogs are actually written in a friendly tone is to read them yourself and put yourself in the customers’ shoes. If you wouldn’t want someone to write about you in that way, you shouldn’t use those words or phrases to describe your customers.
Tone is crucial when it comes to making sure that you don’t upset customers. Though scholarly writing might have been the best choice for term papers in school, no one really wants to read such heavy material, especially not if they are just looking for simple and to-the-point answers. Friendly, lighthearted, and very basic writing works best for blogs, since you are actually catering to a very wide audience.
The bottom line here is that you simply cannot run the risk of upsetting or insulting the very people who are reading your blog. If you decide to break the #1 rule of dealership blogging, you might as well not have a blog associated with your dealership.