The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Jay Baer: How to Make Your Dealership More Personal


Welcome to session 50 of “The Dealer Playbook” podcast and first thing is first we wanted to thank you for your support of this show! It has been a blast so far! 

So for this big 50 we have a very special guest who rocks the house in this session Mr. Jay Baer from “Convince & Convert.”

About Our Guest:

Jay Baer has spent 20 years in digital marketing, consulting for more than 700 companies during that period, including 30 of the FORTUNE 500. His current firm – Convince & Convert – provides social media and content marketing advice and counsel to leading companies such as Oracle,, California Tourism, Billabong, Hardee’s, DOLE and more.

His second book, Youtility: Why Smart Marketing is About Help not Hype, was #3 on the New York Times business best seller list, and a runaway #1 Amazon best seller. Jay speaks approximately 50 times per year world-wide, often with lessons about how businesspeople can use today’s shifts in technology and consumer expectation to make their companies more USEFUL.

Jay’s Convince & Convert blog was named the world’s #1 content marketing blog by the Content Marketing Institute, and is visited by more than 200,000 marketers each month. Jay also hosts and produces the Social Pros podcast, which is downloaded 25,000 times monthly.

Preview Of This Session:

Here is a quick preview of what Jay Baer discusses in this power packed episode.

The Importance Of A Video Content Strategy:

In todays progressive market people just do not want to read (well most people). People want to watch video on their smart phones. It is crucial for your content marketing strategy to have a heavy focus on video. Jay dives deeper into creating a unique video content strategy.

Repackaging One Piece Of Content Into Several Different Types Of Content On Several Different Platforms:

Jay Baer breaks down his content marketing strategy in detail on how he takes one piece of 3 minute video and turns it into 9 different pieces on 9 different platforms. So awesome. 

Why your marketing efforts should be about help not hype:

Jay spends a good amount of time discussing the importance of helping your customers with your content not hyping them up to buy. By helping and assisting them when they are not looking to buy when they are ready they will think of you. Jay Baer dives deeper into how you can do the same at your dealership whether you are a dealer or car pro. 

That is just a small taste of what you will get out of this awesome session with Jay Baer. 

Get More From Jay Baer: 

Jay Baer on Facebook

Convince & Convert Blog

Check out Jay’s book Youtility 

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

Connect with The Dealer Playbook on Facebook here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.


I this is j bar and you are listeningto the dealer: Playbook podcast, the Golden Anniversary Episode Number Fifty Youre dialed into the dealer, playbookpodcast, where it's all about winning auteteler strategies that deliverproven results, and now your house, Robert Weisman and Michael Serilla, heyeverybody. What is going on you're, listening to episode, fifty of thedealer, playbook podcast, where we feature weekly conversations with elitetrainers, speakers and authors for you, today's automotive professionals, myname is Michael Sirilo and I'm joined by the man himself. Mr Robert Weismanwas going on Wel SOM me happy to be a happy. Fifty fifty men, it's been a fun.You know fun process getting to to fiftty. Episodes is kind of a Nitd, ahoot. It's been a, I mean, we've learned so much along the way, and youknow featured so many incredible guests in and today is no exception. I meanwith listeners in in whatever it is now. I think fifty five plus countries,thousands of downloads a month people are tuning into the show and listen forthose of you listening and we couldn't be more grateful now today. You knowwe're thrilled to introduce our guests to do some of you. Some of you mightknow who he is he's spoken ats, some otomotive conferences, but for those ofyou that don't this guy is a New York time best selling author, he wrote abook called Utility which we're going to link you up with in the shownote, sostay tuned for that, and he just has some really cool outside of the box. Thinking when itcomes to things that you can be doing at the dealership level to attracthigher quality, you know customers were sitting down with j Bar, and you knowit's such a delight. Robbert. What are what are your thoughts on j and wherewe're going to go with this before we jump into the show? Definitely Big Fan.I've been, you know, checking out tat, genny talks about in there. I took Ituned into his videdaily video show it's about three three minutes easy toconsume. The show social pros is definitely one of the podcast in my qthat I listen to what he's a coased on and his blog convinced at convincingconvertcom. Has Him a lot of other guest posts? You know guest bloggersand stuff on there always powerful, and it's just nice like we're on a rollwith these. I just drop my phone. I don't know if you heard that we're on arol with these like outside of auto motive- and youknow- and he brought up the great point about it like made me- even think howmuch valuable these outside of automotive, people's insights andexpertises, because he's right, it's like someone within the Industryis,mostly going to give you like the same type of yeah information, andit's going to be around this all around yeah and I mean same thing: that'swhat's happening right now we go to these conferences. We read these blogposts. We go to these forums and everybody's just talking about the samething an and it's from one dimension right- and Ithink you know getting these people from outside the industry like like j,to deliver insights into what's working everywhere else. It's something youknow important to remember and then we'll jump into the show marketing ismarketing, don't think, like automotive marketing is different than other typesof marketing. The concepts are the same. The psychology of of it is the same.How consumers react to it is the same and you're going to hear Jay in thisepisode. You Know Robert just real, quick jumping into it. You mentioned hehas this three minute, video segment that he does on a daily basis. You'regoing to hear J in this episode talk about how he leverages that you don'twant to miss it. So without further Adou, let's jump into the IR sit downwith J bear. We got wit it in...

I'll writ everybody. We are sittingdown right now with somebody who's done, some speaking actually in theautomotive industry. He's key noted some pretty big events inside theindustry. You probably had the pleasure of listening to him now he's described,You'e ready for this as a Takila, loving hypefree strategist, who hasadvised more than seven hundred brands on their marketing strategy since NeThousand Nine Teen and ninety four, including thirty one of the fortune,five hundred companies. He got his start online long ago, actually evenbefore Yahoo, and he left a career in politics to take the Internet plungethat's right. Today we are sitting down with our guest J. Bear jy thanks somuch for joining us on the show, thanks guys fantastic to be here,always nice to talk autos. What kind of Tikila do you like? You know I, likeall kinds, I do. I do kind of collect Tikila I used to live in Arizona whichis kind of where I first got that Jones. I live in the Midwest now and it's notas easy to get good to Kila here, but for generally speaking, I preferRepisodo Tokila. It's you know it's nice to nice to just kind of have a youknow: Sipping some Tikila by the fireplace in the winter is it o got theworm. Fi no worm, they ever know well ITT war. I have not. I have sawt o worm,but not Akila work. All Righa different PODCAST, ofomodcast. There you go. That's that's a college!That's that's a college days! PODCAST YEAH! There you go so and we digress, but Somolis the true osin college t the Guy who was the roommate of my friend Owawas, my RoensCo brother, your freshman right and so we're doing things that you shouldn'tdo and everybody's feeling no pain, and this guy was just kind of a hew's justkind of a freak anyway. He's like hey how much you guys pay me if I eat thismouse and his roommate had a snake Sai Akin O my o. How much you guys hand meAhout yethis mouse wr like what are you talking about? Did Yes lik? I M goingto eat this mouth so w're like well dude, if you're actually going to eat amouse, we're definitely taking up a collection, and so in those days youknow, money was got a Di on it e exactly like twenty years ago. Right sorouble together, like fifty bucks, which, back in those days you know hewere Tal k, one housand, nine hunded and eighty seven in college, like fiftybucks, was like you know, yeah two hundred and fifty thsan dollars now andso yeah. He just grabs the mouth side of the cage and puts in his mouth andchoose it up as Wallsit agout the corner. The whole thing youhear the bones: COI still think about it from time to time, and now yourlisteners as well. This is the kind of marketing insight you get on episode.Fifty man that would have been too bad that you didn't have smartphones andall that around back then that's Theira, the instagram video would have beenenormous. Oh Man, I'm I feel like the ghost has beensucked out of my face right now, like it's just like, and what's this guy doing today, youknow he'Si know what he's doing today actually, and you won't believe this.He is a middle school principal. I was going to say: Didn't you see him on thelast episode of America's got talent, EEN eating mice? That's aae be likeyeah, Thot, Jais gonna, be like actually H, yeah he's the vicepresident of my Godi. That's awesome, Hes C PODCAST! That'show e too I that imaxall came round okay, so I don't even know how to Segueinto what we're talking about after that. So before o here's the thingright, you're exactly right. In the old days like we didn't, we couldn't recordeverything D, and then we went into this this transitional period wherevideo started to get more important in..., but we didn't necessarilyhave the band with Histram video on smartphones because we still had l, youknow tg or threeg whatever, and so at that point when people made video anddealers made video, you know first and you know Cocete to make a lout of video,but it was always like okay. Well, this is got to be really really nice andproduce, and it's got to be five minutes in high res. We got to get afilm crew and all this and now we're at the point of course, where it's muchmore just runing gun like I do a daily video show called j today I just shooton my iphone and I'm sure a lot of people in the auto business are justdoing the same thing now, there's a an example from autodome, which is adealership. I think it's mostly Toyota in Mississaga Ontario an Canada outsideToronto, and they know every time somebody takes a car off the lot. Theyjust take the iphone out and they record a quick fifteen. Secondtestimonia from that customer put it on Facebook Puttin on Instagram, put it ontheir website. It's just the ability to communicate all kinds of facets of yourbusiness with video instantly is an absolute game changer, and what I tellpeople all the time is, if you don't have a content marketing strategy thatis significantly rooted in video, you got to get one jack and I mean like nowbecause as an author, it breaks my heart, but johnny don't read likeJohnny, don't want to read anymore. Nobody wants to read anymore as forsuckers right like why wound I want to read when I can justturn on my phoneand watch video, and so you've got to find ways to create compelling video about yourdealership about your product. Most importantly about your people, becauseeverybody sells cars, the difference is the people okay. So this this actuallybrings a question of mine. You know you're talking about. I mean this is coming from a New Yorktime, best selling author right now and I'm actually working on a book. Areyou suggesting, in that form of content strategy? Video is there to be at theforefront of the other forms of content that you'recreating like a book or a blog post or whatever it might be, or do you create ta video and then ittans to a blog post andto this and to that and everything else, Yeah Yeah? Nodoubt I mean just intere the books for say, like every book that I create I'mworking on my fifth book right now. Every book that I write get shorter andshorter right, and it's not because I have less to say is that people haveless patience right. So nobody wants to read a hundred page book right. So I'myou know, everyone gets shorter, but but you're exactly right about thevideo become something else. So I want to tell you what I do with my dailyvideo show. So it's three minutes a day called J. Today I shoot on my iphone.Then we take it and each of those episodes becomes an itunes. Podcast Obecomes an ituns video podcast. Then we transcribe it using an inexpensivetranscription service. It becomes a blog post on our site. We change theheadline and rework it slightly and it becomes a post on linked in we changethe headline. We work we work at slightly, it becomes a post on medium.Then we take the video and postit to facebook. We take the video opposted tomy personal facebook. We take the video we posted to Youtube and then wefeature it in our email newsletter. So one three minute video, which literallytakes me three point: five minutes to record becomes nine pieces of contentand that's the key to content marketing. It's not reinventing the wheel, it'smaking more wheels out of the wheel you already have, and it sounds like that.It's nine pieces of Damn near unique N as well correct because you're, reworkand I'm ever remixing it maybe that it'll at the same premis and the sameobjective is accomplishedin each one. But every piece is different acrosseach platform: correct, certainly slightly different, because theaudience is different right and how ey how somebody wants to learn in a blogpost versus how somebody wants to learn in a facebook, videois different. So-and I love this Kay, because this is something that we talk to dealers allthe time about, we say: Look you know...

...turn on the turn on your video cameraon your phone. You know: Do a review, video of avehicle get that videos, audio transcribed. That becomes a blog postthat can link up you know, then you can post it social meat and all that kindof stuff. I love that you've, just given us kind of out an outline here ofnine pieces of content. But let me ask you this, because this is kind of thequestion that we get a lot, how long total investment of time- andI know I know from our angle that the time doesn't really matter because youdid the work once and it's posted out there, but just for the for thoselistening in how much time total for reworkingheadlines getting the transcription done is invested into this once to getthese nine pieces of content. The good news is: I've got an awesometeam nto work on some of those things. We use a terrific company calledcandidio to do the initial video edit, and so they put the graphics on it andtrim it up, and things like that. So candidio probably spends an hour and then my team probably spendsanother couple hours. I would say on on making all the different graphicsand posting it and tagging it, and you know linking it and ther're. Just youknow, there's just a lot of not of its particularly hard. It's just a littlebit complicated, so there's a lot of moving parts there, so I would say for every video, it's probably threehours worth of time. I would guess in order to you know, put it everywhereand really in the grand scheme of things like we're, talking about threehours done once to deliver you nine pieces of unique content to cross theweb. I think you know that's spectacular and I think that's that'ssomething that you know. Dealers need to be focusing on because there theyre. I think- and I get a sense of this frommy observation and j. You can correct me if you, if you feel otherwise, but Ifeel like you know, everyone is spinning their wheels they're gettingoverwhelmed at just how much content they have to create a and they thinkforward to the time investment that it's going to take to do this. It'slike, Oh man, okay, so I did a review video on the Toyota Sianna, but nowI've got to sit down and write a blog post about it, and then I've got to tryand figure out what to say on social media. About it that that could take awhole week- and I think sometimes people get so overwhelmed at that thatthey just stopp taking action, absolutely yeah they're, like you knowthis, I got it and many cases you know they've got other things to doright, I mean craving content, isn't their only job, maybe they're newingfleets also right in theire handling Internet leads and they got a bunch ofother stuff they got to deal with, and so I totally totally get that so numberone. You got to pick your spots and figure out. You know what are thethings that re really important to create and one of the things that are'important, but this idea of repackaging content makes it so much easier andthen the other sert thing I would say is that we spend a lot of time in our companyan the consulting side of our company. Helping people understand the power ofYUGC and EGC right. Every customer of a dealership is potentially in marketing,and every employee of the dealership is potentially in marketing. I feel likethe marketing guys or the marketing gals put too much on their ownshoulders, because you know somebody who is in sales could create a fortyfive second, ninety second demo, video of that car way easier than themarketing person could and the best demo video ever would be somebody whoalready owns the car, it's like, then, when that person comes in for theirthirty day, checkup or comes in for tire rotation or comes in for anything,be like Hey, here's, the thing Susi Johnson, who has a Corola. What if Igave you twenty doars off today's service, and I put this phone in yourface, and you gave me a ninety second tour of what you like about this carright yeah. Not only is it easier, it's way morecredible. Well, an an you know going along that line. I think you know thepower of social proof on this type of...

...stuff is worth it's waiting, gold right! Oh of course I mean the research fromNiilson shows that ninety two percent of Americans trust recommendations fromfriends and family members. Forty seven percent of Americans trust advertisingfrom companies, so you don't have to just change your message. You got tochange the messenger like. If you know your customers are the ones that shouldideally be telling your story, especially in social, because not onlyis it more credible, but it's actually going to be seen right. I mean thechances of the chances of me. Seeing a post from my friend is way better thanme: Seeng, a post from your dealership just based on the way the facebookalgorithm works. So the more you can get customers to create content andtell stories on your behalf. You will be vastly better off, and that goes to I mean recommendationsare helpful and I'm using this kind of as a segue into you know some of theright ways to do content, not necessarily just the process, but howto deliver value. Through your content and, like you said I mean those. Thosestatistics are staggering. People want to and rely on the help andvalue that they get from other people or the or in other ways they find itmore valuable when they hear it from real people versus brands, just kind oftrying to tell somebody else's story- and you know I think, that's one of thethings that I love about about your book utility. I mean tha, the thesubtitle kind of says at all, why smart marketing is about help not hype, and Ithink something that we traditionally see in the car business is kind of thisdragon drop kind of templatized. Hey this make a dealer located in you know,location a is the best place to buy a car because we have top traindtechnicians. We have the best sales team, we have and it becomes very salespitchy. So I love this concept about helping people, because I think it tiesinto overdelivering value. Do you think- andI mean from from your perspective, why why are people hesitant to overdelivervalue in the content that they create? You know because I think, if ye youknow everything kind of seems, selfcentered and Selfpromotional andwhatever, how o? How do we break the barrier of no, you know what thecontent I create is just going to be no holds value for people, I'm going togive them my best information and and hope that turns into something. I think it's because we have beentrained as business people and his marketer so like for hundreds of yearsright that that it's a quid proquo that I give you something and you give mesomething back and that's something is money right. So we have. We have beentrained for decades for generations that that you make something thatdrives customers to a purchase or repurchase right that that's. The wholepoint of marketing is to create something that drives a profitableconsumer behavior and in the notion of utility of creating marketing that souseful people would pay, for it isn't necessarily different it just elomgatesthat time horizon, so it doesn't not drive people towards a purchase. Itjust gives them value so that that they remember you and think differentlyabout you, so that when they're ready to make a purchase, they think of you first there's a greatexample. I did a an event for dealers. I don't know a couple years ago and Iwas saying that you know just as you mentioned, dealers in general are really bad atcreating content or marketing that isn't about them right. So contentmarkting for a dealer is videos of the car and that's fine. You should havethat, but that's not terribly interesting, nor is it differentiated, and so I always tell people giveyourself permission to make the story bigger right, create content, that'shelpful on a different plane, and I was saying that to this this room of youknow a thousand dealers or two thousand...

...dealars, that you know it's a crimethat nobody does that, and I pulled up an example of a locksmith and there wasa locksmith in Kansas, a firocar correctly, who made this really greatinpographic about how to buy a used car like what should you do? How should youbargain what dould you look for, and I'm thinking- and I put it up on thaton the slide I said- hey? How is it that a locksmith in Kansas is puttingtogether this kind of content? That is really helpful and you guys aren't andyou're actually in the car bussas, and I said so. What I want you to do isfigure this out and the first person who figures it out you're going to geta special prize for me. A week later I get an email from a dealership inColorado, CI says Jay, we took your advice and they created this awesomeinphographic about how to go about Your Business. If you get locked out of yourcar, so it was like the exact opposite. It was fantastic right, so I sent thoseguys a bottle, a Takila. They did a fantastic job, so you know because here's the thing rightif the whole idea is to create useful content- and it is that is the idea. If you just create things that areabout your products and your services, that's not really a utility, it's justa brochure deliverin in a different format. Right, so you know the I thinkabout the car business, the auto business. The dealership business isthat you know cars are so endemic to our culture. You can create things thatare so much broader and still be tangentially relevant right. So, if Iwas in the dealer, business I'd be sending people an email every Thursdaythat says hey here's. Our idea for an amazing road trip this weekend that youcan take with your kids, stop here for ice cream. Stop here for the BestBurger in the region. Boombu boom do that once a week a stay on people'sradar, just like that kind of stuff is so easy to execute, but it only willwork if you give yourself permission to stop talking about cars, interesting yeah and I'm sitting here,writing notes as we speak, because I think you know this is so valuable. Ithink you know we say this all the time talk. You know start talking to peopleabout the things they care about. You know and- and this goes raght in linewith that, so so you've, given some suggestions on on things, they can doto kind of break out of the out of the box. What what do you think I mean youknow? Obviously people are scared to get started, and it's because you knowwe typically want money, but do you find that you know people should stop thinkingabout the money like we just talked about and start thinking about howcontact information, or you know getting people to give theirinformation is also a form of currency, so to speak because there's value to itwhen people give you their information to get something that you're deliveringto them. So in other words, you know we talk alot about beed magnets and all those sorts of things. Should dealers begoing down that route yeah I mean, I think it look. It's allabout relevancy mm right. It's all about relevancy people will gladly giveyou their information. If what is behind that magic curtain is relevantto them is useful. Is of value, and so the typical Legen circumstancinga dealership is: Let's do everything we can to make sure that we capture people who are already in the market for avehicle right, so whether they're on our website or they're at a localwebsite or they'r on Carscom or KBB or edmonds or whatever right. Let'smake sure that we step in front of that train so that when somebody's in thefunnel they think of us first instead of the guys around the corner, I getthat and you should do that because, if somebody's in the funnel, you shouldabsolutely make sure that that you are part of that conversation where I thinkdealerships are missing. The boat entirely is trying to buildrelationships with potential customers before they're in the market for a car.So what I would do is create things of...

...really high value and give them awayand or give them away in extreme for an email address and then occasionallysend people something useful via email, so that someday, when they're ready tobuy a car which might be a year from now, might be five years from now. Theythink of you first, instead of waiting for them to actively raise their hand,build relationships before they're, ready and ultimately that will pay off.But but it requires you know, just sort of helicopter up thinking about what those relationshipslook like and when they start- and I think you know- and it really dependson the dealership, identifying a clear goal from the beginning right so and Ifind that a lot of time most dealerships are just focused on well,we want to get more leads or we want more traffic, but I don't really thinklike like what you're saying. I don't really think. That's ever the issue. Imean traffic's, never a problem because you can turn it on and off, like alight switch, but it's identifying a clear goal who you're speaking to aboutwhat and and then what's the funnel that you're going to lead them through,so that that we are attracting more qualified people when the time comes in when it comes to I mean you, do youyo right? I mean you, don't want traffic yeah and you don't really wantleads right. What you really want is customer relationships, and so we tryand use traffic an leads as proxy for relationships, but they're not right.It's not. I mean traffic traffic is not the goal right. You're not selling adsright traffic is maybe a means to an end. But ultimately it's about you knowdod those turn into customer relationships and and a lot of timesthey don't and yeah. You can get more traffic to your sigt, but if, if thattraffic doesn't convert well, then what ove you accomplished? You're justwastidg money, yeah, exactly exactly and and so I mean now tip and then ofcourse you build relationships through the content that you create, and it'snot immediate is it I mean no relationship. Building isreally immediate. Do you think, or or typically typically now, although Iwill say in the dealership business, the dynamics are a little differentthan in other businesses, or they can be only because a lot oftimes when people, I should say a lot of time. Sometimes, when people are inthe market for a car they're in a market for a car, now right, their carjust died or they got their tax refund or whatever right that they have adefined time horizon and and they're shopping right. Theyre they're they'rechecking prices they're driving around going to dealerships. I mean they'rethey're actively in the game, and at that point you definitely want to be ashelpful as possible, but the key is to create useful marketing. That'stargeted at that stage of the funel right, and so one of the things tothink about is okay. What can we create that's useful before somebody's lookingto buy a car? What can we create when they're, just you know very, verystarting like they don't know if they want a Toyota or a cadillac? What canwe do when they're at the next level of consideration? They've got their? Youknow magic list of five, and what can we do when they know what model theywant, but they're trying to pick between us and the next dealer like Iwould literally break down that funnel stage and say: Okay, what can we create?That's massively useful at every stage of that funnel, so that we'redifferentiating with usefulness all the way down that funnel? That's the rightway to think about it. I believe, because people's needs are so different,based on how close or how far away they are from a purchase. Okay, so sointeresting I mean. So how does this relate to you know in chapter four ofyou know utility you talk about how you know we need to build. You know.Traditionally, we've always tried to build loyalty with people, but now weneed to build loyalty with information. How does that differ from building arelationship, or is it all one and the same thing? I think it's pretty much the same thingand that, and that concept is, is...

...perhaps most egregiously. True in yourbusiness, every dealership knows that it used tobe back in the day. People would come on the lot and say what kind of cars doyou have, and how much are these cars right and what kind of engine does thiscar have and now, of course, people come out of the lot and they have asmuch information at their fingertips as the salesperson, if not sometimes more,they know exactly what in voice is and and that changes the dynamicsconsiderably. So now people's shop initially for informationthrough information, and if your information is good enough, then theywill say: okay, these guys are in the in the consideration set and let me gocall them or show up face to face or actually put in a quote request.Something like that. Take the next step right you have to. You have to be goodenough on the information side to graduate tothe relationship side and that's the exact opposite of how business used tobe done. So so I mean today, you know, with withall of the transparency of online and all of the content and information.That's out there, sales people have kind of become the last step in the inthe whole process of purchasing a vehicle. Yeah Yeah I ea andte, first that yeahand the crazy thing is, is like the sale, you're right like t the processof the customer has changed so much, but in the majority I'm not sayingeverywhere in this business, but the majority the sales process is on adealership. End Is hasn't changed, which I can't figure out so they're. Sodealers are still expecting that theyre the first I guess line of of contact, but the world has kind ofchanged around us and we're going online. Looking for this information,yet no one's providing it so we're. I kind of find this funny, because thereally the only place then to find information. That's relit to you know, educating. Customers is typicallyhandled by a lot of third party sites like Edmonds dicommorado trader, and Ithink that's such a shame. Because you're, you know, as a dealershipyou're, giving the ability to educate to third parties that then will sendthat traffic or those those customers to whoever you know. It's IE AV comingto you, that's right, N! That's why those guys are so powerful right,because they've basically claimed the utility position as the Roan and that'swhy I think the secret for for local dealers or dealer groups is to is tochange the nature of the information you're, providing us. We get into thatkind of Tellin bigger stories like you're, not going to out KBB those guysright, you're not going to out CARSCOM those guys you're, just not there'sjust no way. So what else could you provide? They won't provide t that setsyou apart, and maybe that is great road trips in your area or here's our listof the top seven hamburger places in the region, or I use this idea recently for aconference of realtors, but it works equally well for dealerships. Is Youknow a lot of your customers? Are Parents who have kids, Ind Sports? Almost zero newspapers in the countrynow cover youth sports with any degree of comprehensiveness because it justdoesn't pensil out. So what? If your dealership said Hey we're going tobuild an email newsletter that comes out every Friday or every Monday bebetter every Monday, which has all the scores of all the little league gamesand flag football games or gymnastic meats and we're just going to haveparents, you know text us in the scores, we're going to call wit together, putan inturn on it and we're essentially going to be little league news, broughtyou by the dealership, every parent entown, as subscribed to that Wul, beamazing in DRI. That's what I'm talking about! You know you find a way to beuseful, that isn't about cars and it will be totally differentiated becausenobody else will do it. I love that, and- and I mean when you really look atit- There's so much clutter out there...

...with with the, I guess, quote: Unquote:Marketing and content marketing. That has happened but, like you said, I meanthese are these are the things that are going to help you rise above theclutter? It's going to be like you know, and I've used this analogy before whenyou start doing this stuff hat it. This is the Kun: it's like you standing inthe middle of a dark room being the only one holding a flashlight, because,while everyone's out there quarrelling over price and they're, there they'recompeting with each other, like Oh, hey, we're the best, no we're the best. No,we have top train technicians. No, we have top Tane you're, actually outthere, providing people with information that they care about, andin so doing the spotlight turns to you right, absolutely loving and I think o Ove.This whole concept. I think you know there. We could talk about this forhours and hours and hours, because it is something that you know is so needed, and it'ssomething that you know you know works. We know works, and I pretty much saysomething similar to this. Every episode of the show, which is you knowif j Bar says it and Marcus Sheridan Seid it on the last episode and GiddyonShawick and grant cardown, and all of these other guests that we've had onthe show are all saying the same thing. How long before those of you listenagain catch on that. It must be this way and it must work and, like you know,like you, said, J give yourself permission. You know to do it this wayand to change up what you're doing and stop talking so much about yourself andjust be something useful, be someut, something of the BU value to somebodynot worthless to everybody. Absolutely. But it's really hard like Iget it right, because you go to the Gyou, go to the GM and say: Hey we'regoing to start this little league news, email newsletter s going to cind everyMonday, we're going to need one full time person to make this happy. So manycolors is a lologosix yeah right and he's Goin ta say well how I don't we'rein the car business. Why Isn' this about cars? And the answer is because there'snothing that we can provide about cars that somebody can't get faster, easierand better in ten other places we are at best the twelfth best sourceof information about cars. Literally, he really are the onlyinformation that you have that nobody else has is information about your ownemployees right, which is why a huge believer in in video, testimonials andBIOS and storytelling about dealrship employees. You can tell stories aboutyour own people and you can kind of maybe sort of tell stories about yourown service department, but it's not like. Oh, they have oil changes HolyShit. I never heard of that, like wow, being a path down of these guys, Ininety five yeah right. So it's kind of tough to you know he only have freepopcorn O way. So you know, let me just think about it. Like youknow, if somebody wanted to buy a car, you know they're going to your websitewhen they have to not because they want to becase. You don't have as muchinformation as the other guys. Just don't and you never will you never will right so just be so so focus on beinguseful. Ut Put useful information on your website that funnels people in youknow, buil builds relationships with them and then, when the opportunitycomes that they need you or want to think about what you have tooffer all of that information sitting there. You built a relationship withthem, yea EA. They find he value in you and then,and then you guys trust each other and what do e we hear like the the big buzzthat they talk about in this business is like you go around. It's like theysay two percent when you're talking about the marketing, because so much ofdealership marketing is targeted towards that person. That's that'sready to buy. You know it's all about the person in the market, so everythingis built around. They say it's. Two percent of any given market is in themarket for a car. Again, that's probably just pulled out the sky. Thatnumber right. You got to think that two percent is being bumbarded withmessages. You know about hey compy business come by so that ninety eightpercent that still has you know needs, might want to learn how to change aheadlight, and then you seid, Don...

...automotive stuff, like they want toknow the little league scores the soccer scores and you know high schoolfootball. Whatever you know, that's your opportunity to just it's less competition. It's easier tomake some noise with that group is what I'm saying yeah I would. Rather I wouldrather be on the Rador of the ninety eight percent, so that when they becomethe two percent, they aren't even comparison shop. They just come in thedoor. Yeah, you guys might know Finley. You know the Finley Group based inVegas Finley, has a dealership in flagstaff Arizona where I used to liveback in the day, and they have this thing called the friendly Findley team,where they just take a group of dealiship employees and they get together and they just doawesome community service projects, and so they go their facebook page and say:Hey friendly, Finley team is got time, got three hours on Saturday. What would you like us to do? Andpeople in the community just put suggestions on their facebook page andthey pick one to go. Do it so they went to an elementary school and bagged upall the pine needles around the school, because the maitenance departmentcouldn't get to it and it's a firehazard. Sometimes they go to a local restaurantand say: Hey we're doing a restaurant takeover. If you drives a toyotordealership, if you drive a Toyota to the restaurant today, it's free lunchon us. It doesn't have to be a toydia bought from us any Toyota or they'll.Do Gas pump takeovers come to this gas station today betweenone and two oclock. If you drive a Toyota free gas, they do stuff, likethat, all the time, and once they started doing that they got on so manypeople's radar in the community that when they were in the market when theybecame the two percent, they went there first, three months after they starteddoing this program, they're the highest new vehicle salesmonth in the historyof the dealership, and that's not an accident right. It's just about beinguseful. It's not hard, this isn't hard, that's the thing that drives me crazyabout this kind of marketing like none of this is hard, but it requires acultural change inside your organization, much more so than amarketing change. Yes, just being human, the yeah being a good human being andwell- and you know, n the thing I love about that is it. It gets thedealership engaged in the community. But if you do it properly, I mean againback to smartphones and video capability that video could you knowyou could take video of being engaged in the communioh yeah, not only inhaving turned into like. Like Jy said you know, you could have it Turne intonine different pieces of content. Yeah and dealerships are big in communitiesI mean they do tend to do a pretty good job at that. But again I mean Ja made apoint. It's like that's a whole content opportunity right there in itself. Yeah,you know yeah. You know. Here's O here's a here's a twist on that right,so you're, right dealerships, e are typically really good at communitystuff and and thankfully that's true, but but they do it without thinkingabout the content side right, so a dealership will say: Hey we're going to go, do a habit, hedfor humanity, thing right and then they'll, then they'll put it on theirwebsite or they'r put it in their email newsletter or something like that right,great wel. What I would do instead, is why don't you put together a list ofthe fifteen different volunteer opportunities in thecommunity, then by facebook ads and send that listto everybody in the community and say: Hey here's, the fifteen serviceorganizations we recommend and that, if you want to let peoplevote on which one you should support and then go, do that one right, it'sjust a small twist on taking the same thing and making it a content marketingopportunity, instead of just we just showed up and it's a story to which itall work. I like that. Definitely, okay, so real powerful stuff here forthose of you listening Ain J has dropped some power bombs on how you canthink outside the box. Where you can. You know utilize some some things thatyou're probably already doing into some content opportunities and by doing thework once you know couple two three hours a week when you get your processdialed in you know, even if it takes... five hours, okay in one week, if ittakes you five hours on top of the other things that you've got going on,you still have something that you can leverage into multiple pieces ofcontent. You can get engaged in the community. You can do so many differentthings and, like Jays just said, think about them from how they can become acontent, opportunity and now you're, really starting to speak to peopleabout the things that they care about. So so jy just enclosing. You know ifyou, if you had to just recap, say tha, the top few things that that you thinkdealers could be doing right now to really get the most out of this. Whatyou know not to put you on the spot, but kind of to put you on the spot?What would you say you know? Maybe the top three things or top three fourthings that you can think of where they should get started and what they shouldbe thinking about, and and where do they go from here, you should buy a copy of the book. Thatwould be a good idea. I think absolutely it will help you it actuallya small plug if you don't want to spend the eighteen for a utility and Amazon.My ebook, which is utility for real estate, is only twodollrs and ninetynine cents on kindle and even though it's all about the real estate business,the dynamics of it are very, very similar to the dealership business, andyou will really appreciate that, so that would be a good resource. Also. Ithink the first thing I would do is is set up a program so that everybody in the dealership, whethertheir employees or customers, is somehow involved or has the opportunityto be involved in content creation. I wouldn't let anybody leave thedealership without making a video about their experience with a dealershipunless they explicitly signed a piece of paper. That said, no, I wouldn't let anybody come to work andwork there a month without making a video about their background. You know you have a lot of stories totell right in your dealership. You just got to tell them so that's the firstthing I would do unlock user generated content in employee generated content.Second thing I would do is find a way to tell bigger stories. Give yourselfpermission to tell some bigger stories, as we've been talking about here today,and the third thing I would do is create a customer council and and get agroup of five or six customers and meet with them every month or so and say hey. What do you think of thisidea? Would you find this useful? Do you think this is something that peoplewould use, because when you, when you seek councel from people whose entirelivelihood is based on selling cars, they're, never going to say yeah, let'sdo little league score, they're going to say talk more about the Oldsmobile,because that's the life they lead right. So you've got to get some counsel fromoutside your walls, otherwise you'll think you're crazy, but you're, notcrazy. Yor, SMART- and I mean this one right here- this one's Blowin my mind,because you know we typically and traditionally think hey, let's getcouncel, but we're going to do it by going to this conference to hear thisvendor who's a thought leader on this topic, but and we listen to them- and Imean I guess I fall into this bucket. You know, just by virtue of WHO I amand Robert as well, but but to engage in Seekang councel from real customersand from real people that I mean that rate there. That's such a powerfulthing, uti like yeah, I mean it's he's right. I mean anybody else. Theyhave no sense about to be like hey. Let me do this review on this vehicle yeah.Let's show them es, let's show them that love. It talk about our big sale.Okay, so th there, you have it j bar thanks. So much for being with us today,we're GOINGTO tikg we're going to link listeners up to your book on Amazon. Ithink you know what I've read the book and it's phenomenal has really shaped alot of the things that I believe in and kind of validated a lot of the stuffthat we talke about. You know in the episodes of the dealerplaybook so we'll link to that in the showno. So stay tuned for that. But youknow Jay. How else can people get in touch with you or follow you online... place to go, is convince andConvertcom, that's our award winning blog and you can find linkstoall hoveor podcast there, and my daily video show and e books and slides yourpresentations and all kinds of other things, or you can just Google j BarBaer and you can find a Buch of stuff there too love it Jay, thanks for beingon the show it thus awso thanks, guys appreciate it t'all right that was Mr j, there,founder of CONVINC and convertcom Bhat selling author of utility, Michael Whatyou thing I I mean that was a great one man I sat back and was just takingnotes and just in all listening to him like just it's so nice, because I'm notsaying that he like dropped so many bombs to me of stuff that I wasn'talready in tactics and things I wasn't already aware of and or that we're notalready doing, but they like Tha, isn't it nice to have that like for him tokind of like solidify yeah, I mean everything and our thoughts yeah. Ithink the validation is so crucial right, because we talk so much aboutthis, and you heard me say it in the show. I mean how many more guests arewe going to have to have on the show to validate what we talk about beforebefore people start really executing on it, so that was that was kind of onething for me that came out of the show, but the second thing is, he talkedabout you know kind of the concept of you know going bigger like what,whatever you think you can do like think, think, bigger and think moreoutside the box, and he provided some examples like that was really cool howhe tied in how relevant like the the sports. You knowthe kids sports, like you know, rosters, are, and you know the Little League youknow. Team Sports, like e newsletter, could be because I think you know thatis so outside the box, yet so in the box at the same time, because you'reengaging the community and the egauging people and things that they really havea lot of invested interest in and and like you said that translates back toyou know the more you can keep people's thoughts on you when the time comes-and you were talking about this too, when the time comes, that they movefrom the ninety eight percent to the two percent that they're not just goingto go and shop around and do some comparison shopping they're just goingto come into you because you're, the one that's built relationship with them.I mean I've always said like the the name of the game is really to you know.I always my approach was always like I'm going to have these bet that peoplein my market, whether they want to or not when they think about buying a carshopping for a car. They hear somebody talking about buying for a car shopping,for you know, jump for a car buying a new car that whether they want to ornot they're going to think about me yeah. You know like that's, that's thename of the game wiout about so there you have it. That's episode. Fifty ofthe dealer Playe with podcast with J Baer, would love to Ge Tho Fivo man. Welove to get your. Would love to get your feedback engage us in the commentsin the show notes, triplew, dot the dealer playbookcom forward. Fifty fifty,I can't believe it. It's so cool and- and you know what we're going to we'regoing to attach a link there where you can get your hands on Jay'sbook utility,and you know what he offered the the the less expensive ebook version. But Isay man go all in it's like eighteen or twenty bucks, something like that! Getthe full book. I've read it. It's incredible! It's going to helptransform your processes of content creation and how you become useful topeople. You know, like we say, B, be valuable to somebody not worthless toeverybody and that's going to give you some really cool steps that you canfollow to make sure that that happens so again, triplewt the dealer,Playbookcom Forard, fifty and until... time. Well catch you later Lat Oll.

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