The Dealer Playbook
The Dealer Playbook

Episode · 7 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.


Hi, this is Jay Bear and you are listening to the dealer playbook podcast, the Golden Anniversary episode number fifty. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hey, everybody, what is going on? You're listening to episode fifty of the dealer playbook podcast, where we feature weekly conversations with elite trainers, speakers and authors for you today's automotive professionals. My name is Michael Cirillo and I'm joined by the man himself, Mr Robert Wiseman, was going on. Well, it's up an happy to be a happy fifty fifty man. It's been a fun, you know, fun process getting to to fifty episodes. It's kind of a nice and a hoot. It's been a I mean we've learned so much along the way and, you know, featured so many incredible guests and and today is no exception. I mean with 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 and listen for those of you listening, and we couldn't be more grateful. Now today, you know, we're thrilled to introduce our guests to do some of you, some of you might know who he is. He's he's spoken at some automotive conferences. But for those of you that don't, this guy is up a New York time best selling author. He wrote a book called Utility, which we're going to link you up with in the show notes, so stay tuned for that. And he just has some really cool outside of the box thinking when it comes to things that you can be doing at the dealership level to attract higher quality. You know, customers were sitting down with Jay Bear and you know it's such a delight. Robert, what are what are your thoughts on on Jay and where we're going to go with this before we jump into the show? Definitely Big Fan. I've been, you know, checking out again he talks about in there. I tell I tune into his daily video show. It's about three three minutes, easy consume. The show social pros is definitely one of the podcasts and my q that I listened to, which he's a cohost on, and his blog, convinced at convince and Convertcom has him a lot of other guests posts, you know, guess bloggers and stuff on. They're always powerful and it's just nice, like we're on a roll with these. I just drop my phone I'll know if you heard that. We're on a roll with these like outside of automotive and you know it. He brought up the great point about it like made me even think how much valuable these outside of automotive people's insights and expertise is, because he's right. It's like someone within the industries mostly going to give you like the same type of information. It's going to be around this all around. Yeah, and I mean the same thing. That's what's happening right now. We go to these conferences, we read these blog posts, we go to these forums and everybody's just talking about the same thing and and it's from one dimension, right, and I think you know, getting these people from outside the industry, like like Jay, to deliver insights into what's working everywhere else something, you know, important to remember. And then we'll jump into the show. Marketing is marketing. Don't think like automotive marketing is different than other types of marketing. The concepts are the same. The psychology of of it is the same. How consumers react to it as the same, and you're going to hear Jay in this episode. You Know Robert. Just real quick jumping into it, you mentioned he has this three minute video segment that he does on a daily basis. You're going to hear Jay in this episode talk about how he leverages that. You don't want to miss it. So, without further ado, let's jump into our sit down with Jay bear. Here we go. Get it in. All right, everybody,...

...we are sitting down right now with somebody who's done some speaking actually in the automotive industry. He's key noted some pretty big events inside the industry. You've probably had the pleasure of listening to him now. He's described, you're ready for this, as a Tequila loving, hype free strategist who has advised more than seven hundred brands on their marketing strategy since one thousand nine hundred and ninety four, including thirty one of the fortune five hundred companies. He got his start online long ago, actually even before Yahoo, and he left a career in politics to take the Internet plunge. That's right. Today we are sitting down with our guest Jay bear j thanks so much for joining us on the show. Thanks, guys, fantastic to be here. Always nice to talk auto's. Yeah, what kind of Tequila do you like? You know, I like all kinds. I do. I do kind of collect Tequila. Used to live in Arizona, which is kind of where I first got that Jones. I live in the Midwest now and it's not as easy to get good to Quila here, but for generally speaking I prefer Reposado Tequila. It's you know, it's nice to nice to just kind of have a, you know, sipp in some Tequila by the fireplace in the winter. Is it got the worm? No, worm. They have no world a worm. I have not. I have swallow a worm, but not a Tequila. Word. All right, the different podcast a totally totally different podcasts. There you go. That's it. That's the college that's so, that's the college days podcast. Yeah, there you go. So, and we digress, but it's follows the truth. Thousand College, that a guy who was the roommate of my friend. Oh well, I loose my road fends rather. You're freshman, right, and so we're doing things that you shouldn't do and everybody's feeling no pain. And this guy was just kind of a huge, just kind of a freak anyway. And he's like, Hey, how much you guys pay me if I eat this mouse? And his roommate had a snake. Say it all gets on my how much you guys handy that eat this mouse. But like, what are you talking about? Did you say I'm gonna eat this mouth? So we're like well, dude, if you're actually going to eat a mouse, we're definitely taken up a collection. And so in those days, you know, money was dive on it. Yeah, exactly, like twenty years ago, right. So prouple together like fifty bucks, which back in those days, you know, we were talking about one thousand nine hundred and eighty seven in college. Like fifty bucks was like, you know, yeah, two hundred and Fiftyzero dollars now. And so, yeah, he just grabs the mouth side of the cage and puts in his mouth and choose it up as wells. Yeah, that's see thus hanging out and the tils hanging out of the corner of the whole thing. You'd hear the bones comes. Well, I still think about it from time to time and now your listeners as well. This is the kind of marketing insight you get on episode S. that's it, man, that would have been so too bad you didn't have smartphones and all that around back then. That's my ran. The instagram video would have been enormous. Oh Man, I'm I feel like the ghost has been sucked out of my face right now, like it's just like and what's this guy's doing today? You know he's I know what he's doing today. Actually, and you won't believe this, he is a middle school principle. I was going to say, didn't you see him on the last episode of America's got talent eating eating mice? That's a be like, yeah, that's Jay, is going to be like. Actually, yeah, he's the vice president of my God, that's awesome. He's the cross we play the podcast. That's how it took. That's ours. Max All came round. Okay, so I don't even know how to Segue into what we're talking about after that's so just before you. So here's the thing, right, you're exactly right. In the old days, like we didn't, we couldn't record everything, and and then we went into this this transitional period where video started to get more important in business, but we didn't...

...necessarily have the band with his stream video on smartphones because we saw it l you know, to g or G or whatever. And so at that point when people made video and dealers made video, you know first and and you know continue to make a lot of video, but it was always like, okay, well, this is got to be really, really nice and produced and it's got to be five minutes and hires, we got to get a film crew and all this. And now we're at the point, of course, where it's much more just run and gun. Like I do a daily video show called Jay today I just shoot on my iphone and I'm sure a lot of people in the auto business are just doing the same thing. Now there's a an example from autodome, which is a dealership, I think it's mostly Toyota, in Mississauga, Ontario, in Canada, outside Toronto, and they know every time somebody takes a car off the lot, they just take could the iphone out and they record a quick fifteen second testimonial from that customer. Put It on Facebook, put it on Instagram, put it on their website. It just the ability to communicate all kinds of facets of your business with video instantly is an absolute game changer. And when I tell people all the time is if you don't have a content marketing strategy that is significantly rooted in video, you got to get one, Jack, and I mean like now, because as an author it breaks my heart. But Johnny don't read, like Johnny don't want to read anymore. Nobody wants to read any Moore's for suckers right, like, why would I want to read when I can just turn on my phone and watch video? And so you've got to find ways to create compelling video about your dealership, about your product most importantly, about your people, because everybody sells cars. The difference is the people. Okay, so this this actually brings a question of mine. You know you're talking about. I mean this is coming from a New York time best selling author right now and I'm actually working on a book. Are you suggesting in that form of content strategy, video is there to be at the forefront of the other forms of content that you're creating, like a book or a blog post or whatever it might be? Where do you create a video and then it turns to a blog post and to this into that and everything else. Yeah, yeah, no doubt. I mean just in terms of books per say, like every book that I create, I'm working on my fifth book right now. Every book that I write get shorter and shorter, right, and it's not because I have less to say, is that people of less patients. Right. So nobody wants to read a hundred page book. Right. So I'm you know, everyone gets shorter. But you're exactly right about the video become something else. So I when I tell you what I do with my daily video show. So it's three minutes a day called Jay. Today I shoot on my iphone. Then we take it and each of those episodes becomes an Itunes podcast. It becomes an itunes video podcast. Then we transcribe it using an inexpensive transcription service. It becomes a blog post on our site. We change the headline and rework it slightly and it becomes a post on Linkedin. We change the headline, we work, we work at slightly. It becomes a post on medium. Then we take the video and post it to facebook. We take the video posted to my personal facebook. We take the video, we post it to Youtube and then we feature it in our email newsletters. So one three minute video, which literally takes me three point five minutes to record, becomes nine pieces of content. And that's the key to content marketing. It's not reinventing the wheel, it's making more wheels out of the wheel you already have. And it sounds like that. It's nine pieces of damn near unique content as well. Correct, because your rework and I'm you were remixing it. Maybe that it'll at the same premise and the same objective is accomplished in each one. But every piece is different across each platform. wrecked. Yeah, certainly slightly different because the audience is different, right, and how they how somebody wants to learn in a blog post verse is how somebody wants to learn in a facebook video is different. So, and I love this, Kake, because this is something that we talk to dealers all the time about. We say look, you know, turn on the turn on your video camera on your phone, you know, do...

...a review video of a vehicle, get that videos audio transcribed. That becomes a blog post that can link up, you know, then you can post it to social media and all that kind of stuff. I love that you've just given us kind of out on outline here of nine pieces of content. But let me ask you this, because this is kind of the the question that we get a lot. How long total investment of time? And I know, I know from our angle that the time doesn't really matter because you did the work once and and is posted out there. But just for the for those listening in, how much time total for reworking headlines, getting the transcription done, is invested into this once to get these nine pieces of content? The good news is I've got an awesome team to work on some of those things. We use a terrific company called can didio to do the initial video edit and so they put the graphics on it and trim it up and things like that. So can didio probably spends an hour and then my team probably spends another couple hours, I would say, on on making all the different graphics and posting it and tagging it and, you know, linking it, and they're just, you know, there's just a lot of none of it's particularly hard, it's just a little bit complicated. So there's a lot of moving parts there. So I would say for every video it's probably three hours worth of time, I would guess, in order to, you know, put it everywhere and really in the grand scheme of things, like we're talking about three hours done once to deliver you nine pieces of unique content across the web. I think, you know, that's spectacular and I think that's that's something that you know, dealers need to be focusing on, because they're they're I think, and I get a sense of this from my observation, and Jay, you can correct me if you if you feel otherwise, but I feel like, you know, everyone is spinning their wheels. They're getting overwhelmed that just how much content they have to create and and they think forward to the time investment that it's going to take to do this. It's like, Oh man, okay, so I did a review video on the Toyota See Anna, but now I've got to sit down and write a blog post about it and then I've got to try and figure out what to say on social media about it. That that could take a whole week, and I think sometimes people get so overwhelmed at that that they just stopped taking action. Absolutely yeah, they're like you know this, I got it and in many cases, you know, they've got other things to do, right. I mean, creating content isn't their only job. Maybe they're doing fleet also right. They're handling Internet leads and they got a bunch of other stuff they got to deal with, and so I totally totally get that. So number one, you got to pick your spots and figure out, you know, what are the things that are really important to create and one of the things aren't important. But this idea of repackaging content makes it so much easier. And then the other thing I would say is that we spend a lot of time in our company, on the consulting side of our company, helping people understand the power of UGC and EGC. Right every customer of a dealership is potentially in marketing and every employee of the dealership is potentially in marketing. I feel like the marketing guys or the marketing gals put too much on their own shoulders because you know, somebody who is in sales could create a forty, five second, ninety second demo video of that car way easier than the marketing person could. And the best demo video ever would be somebody who already owns the car. It's like the when that person comes in for their thirty day checkup or comes in for tire rotation or comes in for anything. Be like, Hey, here's the thing, Susie Johnson, who has a corolla. What if I gave you twenty dollars off today's service and I put this phone in your face and you gave me a ninety second tour of what you like about this car? Right? But Huh. Yeah, not only is it easier, it's a way more credible. Well, and and you know, going along that line, I think you know the power of social proof on this...

...type of stuff is worth its weight in gold. Right, of course. I mean the research from Nielsen shows that ninety two percent of Americans trust recommendations from friends and family members. Forty seven percent of Americans trust advertising from companies. So you don't have to just change your message, you get to change the Messenger. Like it. You know, your customers are the ones that should ideally be telling your story, especially and social because not only is it more credible, but it's actually going to be seen. Right. I mean the chances of the chances of me seeing a post from my friend is way better than me seeing a post from your dealership, just based on the way the facebook algorithm works. So the more you can get customers to create content and tell stories on your behalf. You will be vastly better off. And that goes to I mean, recommendations are helpful, and I'm using this kind of as a Seguay into, you know, some of the right ways to do content, not necessarily just the process, but how to deliver value through your content. And, like you said, I mean those those statistics are staggering. People want to and rely on the help and value that they get from other people or that or in other ways. They find it more valuable when they hear it from real people versus brands just kind of trying to tell somebody else's story. And, you know, I think that's one of the things that I love about about your book, utility. I mean that the the subtitle kind of says at all why. Smart Marketing is about help, not hype, and I think something that we traditionally see in the car business is kind of this dragon 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 trained technicians, we have the best sales team we have and it becomes very sales pitchy. So I love this concept about helping people, because I think it ties into overdelivering value. Do you think, and I mean from from your perspective, why, why are people hesitant to overdeliver value in the content that they create? You know, because I think if you know, everything kind of seems self centered and self promotional and whatever. How do how do we break the barrier of no, you know what, the content I create is just going to be no holds value for people. I'm going to give them my best information and and hope that turns into something. Well, I think it's because we have been trained as business people and as marketers, so like, for hundreds of years, right, that that it's a quid pro quel, that I give you something and you give me something back, and that's something to the money. Right. So we have we have been trained for decades, for generations, that that you make something that drives customers to a purchase or repurchase. Right, that that's the whole point of marketing is to create something that drives a profitable consumer behavior. And and the notion of utility, of creating marketing that's so useful people would pay for it, isn't necessarily different. It just elongates that time horizon. So it doesn't not drive people towards a purchase, it just gives them value so that that they remember you and think differently about you, so that when they're ready to make a purchase, they think if you first. There's a great example. I did a an event for dealers on a couple years ago and I was saying that you know, just as you mentioned, dealers in general are really bad at creating content or marketing that isn't about them. Right. So content marketing for a dealer is videos of the car, and that's fine, you should have that, but that's not terribly interesting, nor is it differentiated. And so I always tell people give yourself permission to make the story bigger, right, create content that's helpful on a different plane. And I was saying that to this this room of you know, a thousandd dealers or two thousand dealers that you know. It's a crime that nobody...

...does that. And I pulled up an example of a locksmith and there's a locksmith in Kansas, if by recall correctly, who made this really great infographic about how to buy a used car. Like what should you do? How should you bargain? What should you look for and I'm thinking and I put it up on the on the slight. I said, hey, how is it that a locksmith in Kansas is putting together this kind of content that is really helpful and you guys aren't and you're actually in the car business? And I said, so, what I want you to do is figure this out and the first person who figures it out you're going to get a special prize for me. A week later I get an email from a dealership in Colorado who says, Jay, we took your advice and they created this awesome infographic about how to go about your business if you get locked out of your car. So it was like the exact opposite. It was fantastic, right. So I sent those guys a bottle it Tequila. They did a fantastic job. So you know, because here's the thing, right, if the whole idea is to create useful content, and it is, that is the idea. If you just create things that are about your products and your services, that's not really a utility. It's just a brochure delivered in a different format. Right. So, you know, the Nice thing about the car business, the auto business, to dealership business, is that you know, cars are so endemic to our culture. You can create things that are so much broader and still be tangentially relevant. Right. So, if I was in the dealer business, I'd be sending people an email every Thursday that says, Hey, here's our idea for an amazing road trip this weekend that you can take with your kids. Stop here for Ice Cream, stop here for the Best Burger in the region. Boom, BOO, boom. Do that once a week. Can stay on people's radar just like that. Kind of stuff is so easy to execute, but it only will work 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. I think you know we say this all the time. Talk, you know, start talking to people about the things they care about, you know, and and this goes right in line with that. So so you've given some suggestions on on things they can do to kind of break out of the out of the box. What what do you think? I mean? You know obviously people are scared to get started and that it's because, you know, we typically want money. But do you find that, you know, people should stop thinking about the money like we just talked about, and start thinking about how contact information, or, you know, getting people to give their information, is also a form of currency, so to speak, because there's value to it when people give you their information to get something that you're delivering to them. So, in other words, you know, we talked a lot about lead magnets and all those sorts of things. Should dealers be going down that route? Yeah, I mean I think it. Look it's all about relevancy. Hmm Right, it's all about relevancy. People will gladly give you their information if what is up behind that magic curtain is relevant to them, is useful, is of value. And so the typical Leagen circumstancing a dealership is, let's do everything we can to make sure that we capture people who are already in the market for a vehicle. Right. So, whether they're on our website or they're on a local website or they're on Carscom or KBB or edmonds or whatever, right, let's make sure that we step in front of that train so that when somebody's in the funnel, they think of US first instead of the guys around in the corner. I get that, and you should do that because if somebody is in the funnel, you should absolutely make sure that that you are part of that conversation. where I think dealerships are missing the boat entirely is trying to build relationships 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 away and or give them...

...away in exchange for an email address, and then occasionally send people something useful via email so that some day when they're ready to buy a car, which might be a year from now, might be five years from now, they think 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 it requires, you know, it just sort of helicopter up thinking about what those relationships look like and when they start. And I think you know, and it really depends on the dealership identifying a clear goal from the beginning, right. So, and I find 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 think like like what you're saying. I don't really think that's ever the shoe. I mean, traffics never a problem because you can turn it on and off like a light switch. But it's it's identifying a clear goal. Who you're speaking to about what? 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 Frondom, you don't right. I mean you don't want traffic. Yeah, and you don't really want leads, right, what you really want is customer relationships, right, and so we try and use traffic in 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 ads. Right. Traffic is is maybe a means to an end, but ultimately it's about, you know, do those turn into customer relationships? And and a lot of times they don't. And Yeah, you can get more traffic to your site, but if if that traffic doesn't convert, well, then what have you accomplish? You're just wasting money. Yeah, exactly, exactly. And and and so, I mean now tip and then, of course, you build relationships through the content that you create and it's not immediate, is it? I mean no, relationship building is really immediate, do you think? or or or typically typically know, although I will say in the dealership business that dynamics are a little different than in other businesses, or they can be, only because a lot of times when people, I should say a lot of time, sometimes, when people are in the market for a car, they're in a market for a car now, right their car just died or they got their tax refund or whatever. Right that they have a defined time horizon and and they're shopping right there there, they're checking prices, they're driving around, going to dealerships, I mean they're they're actively in the game and at that point you definitely want to be as helpful as possible. But the key is to create useful marketing that's targeted at that stage of the funnel, right. And so one of the things to think about is, okay, what can we create that's useful before somebody's looking to buy a car? What can we create when they're just, you know, very, very starting, like they don't know if they want a Toyota or a Cadillac? What can we do when they're at the next level of consideration? They've got their magical list of five and what can we do when they know what model they want but they're trying to pick between us and the next dealer? Like I would 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're differentiating with usefulness all the way down that funnel? That's the right way 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, so interesting. I mean. So, how does this relate to you know, in chapter four of you know utility, you talk about how, you know, we need to build you know, traditionally we've always try to build loyalty with people, but now we're we need to build loyalty with information. How does that differ from building a relationship, or is it all one and the same thing? I think it's pretty much the same thing, and that and that concept is is...

...perhaps most egregiously true in your business. Every dealership knows that. It used to be back in the day people would come on the lot and say what kind of cars you have and how much are these cars right, and what kind of engine did this car have? And now, of course, people come out of the lot and they have as much information at their fingertips as the salesperson, if not sometimes more. They know exactly what invoice is, and and that changes the dynamics considerably. So now people's shop initially for information, through information, and if your information is good enough, then they will say, okay, these guys are in the in the consideration set, and let me go call them or show up facetoface or actually put in a quote, request something like that. Take the next step. You have to you have to be good enough on the information side to graduate to the relationship side. And that's the exact opposite of how business used to be done. So so I mean today, you know, with with all of the transparency of online and all of the the content and information that's out there, sales people have kind of become the last step in the in the whole process of purchasing a vehicle. Yeah, yeah, and it's the first step. Yeah, and the crazy thing is is like the sale, you're right, like the process of the customer has changed so much. But in the majority, I'm not saying everywhere, in this business, but the majority the sales process is an on the dealership end is hasn't changed, which I can't figure out. So the so dealers are still expecting that they're the first, I guess, line of of contact, but the world is kind of changed 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 the really the only place then to find information that's related to, you know, educating customers is typically handled by a lot of third party sites like edmondscom Ratto, traitor, yes, and I think that's such a shame, because you're you're you know, as a dealership, you're giving the ability to educate to third parties that then will send that traffic or those those customers, to whoever. You know, it's why they're coming to you. That's right. That's why those guys are so powerful, right, because they've basically claimed the utility position as the road and that's why I think the secret for for local dealers or dealer groups is to is to change the nature of the information you're providing. That's we get into that kind of telling bigger stories, like you're not going to out KBB those guys right, you're not going to out CARSCOM those guys. You're just not. There's just no way. So what else could you provide that they won't provide? That that sets you apart, and maybe that is great road trips in your area, or here's our list of the top seven hamburger places in the region. Or I use this idea recently for a conference of real stors, but it works equally well for four dealerships. Is You know, a lot of your customers are parents who have kids in sports. Almost zero newspapers in the country now cover youth sports with any degree of comprehensiveness because it just doesn't pencil out. So what if your dealership said, hey, we're going to build an email newsletter that comes out every Friday or every Monday, be better, every Monday, which has all the scores of all the little league games and flag football games, of gymnastic meets, and we're just going to have parents, you know, Texas in the scores. We're going to cable it together, put an intern on it and we're essentially going to be little league news brought to you by the dealership. Every parent town was subscribed to that be amazing in right. That's what I'm talking you know, you find a way to be useful that isn't about cars and it will be totally differentiated because nobody else will do it. I love that. And and I mean when you really look at it, 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 mean these are the these are the things that are going to help you rise above the clutter. It's going to be like, you know, and I've used this analogy before, when you start doing this stuff, that it. This is the kind it's like you standing in the middle of a dark room being the only one holding a flashlight, because while everyone's out there quarreling over price and they're they're they're competing with each other like, Oh hey, we're the best. No, where the best. No, we have top trained technicians. Know, we have top TENSI you're actually out there providing people with information that they care about and and so doing the spotlight turns to you. Right, absolutely love it. I think I of this whole concept. I think you know, they're we could talk about this for hours and hours and hours, because it is something that you know, it is so needed and it's something that you know, you know works. We know works. And I pretty much say something similar to this every episode of the show, which is, you know, if Jay bear says it, and Marcus Sheridan said it on the last episode and Gideon Shallwick and grant card own and all of these other guests that we've had on the show are all saying the same thing, how long before those of you listening in catch on that it must be this way and it must work and, like you know, like you said Jay, give yourself permission, you know, to do it this way and to change up what you're doing and stop talking so much about yourself and just be something useful, be some but something of valuable value to somebody, not worthless to everybody. Absolutely, but it's really hard, like I get it right, because you go to the get, you go to the GM and say, Hey, we're going to start this little league news email, newsletter is going to kind of in one day. We're going to need one full time person to make this happen. How many cars is a lot of logistics? Yeah, right, and he's going to say, well, how I don't we're in the car business wise, in this about cars, and the answer is because there's nothing that we can provide about cars that somebody can't get faster, easier and better in ten other places. We are, at best, the twelve best source of information about cars. Literally, you really are. The only information that you have that nobody else has is information about your own employees, right, which is why I'm a huge believer in in video testimonials and BIOS and storytelling about dealership employees. You can tell stories about your own people and you can kind of, maybe, sort of tell stories about your own service department. But it's not like, oh, they have oil changes, Holy Shit, I never heard of that. Like wow, let's beat a path down of these guys. Hundred and ninety five. Yeah, right, so it's kind of tough to you know, they oh, they have free popcorn. In no way. So, you know, let me just think about it. Like you know, if somebody wanted to buy a car, you know they're going to your website when they have to, not because they want to, because you don't have as much information as the other guys. You just don't and you never will. You never will, right. So just be so. So focus on being useful. Put useful information on your website. That funnels people in, you know, builds relationships with them, and then, when the opportunity becomes that they need you or want to think about what you have to offer, all of that information sitting there. You built a relationship with them. Yep, exactly, fine. Value and you and then, and then you guys trust each other. And what do we hear? Like the the big buzz that they talked about in this business is like you go around, it's like they say two percent when you're talking about the marketing, because so much of dealership marketing is targeted towards that person that's that's ready to buy. You know, it's all about the person in the market. So everything is built around they say it's two percent of any given market is in the market for a car. Again, that's probably just pulled out the sky. That number right. You got to think that two percent is being bombarded with messages, you know, about hey, come to business, come by. So that ninety eight percent that still has, you know, needs, might want to learn how to change a head light. And then you said on automotive stuff,... they want to know the little league scores, the soccer scores and you know, high school football, whatever. You know, that's your opportunity to just it's less competition. It's easier to make some noise with that group, is what I'm saying. Yeah, I would rather, I would rather be on the radar of the ninety eight percent so that when they become the two percent, they don't even comparison shop, they just come in the door. Yeah, you guys might know findlay. You know the Findlay Group based in Vegas. Findlay has a dealership in flagstaff and Arizona, where I used to live back in the day, and they have this thing called the friendly findlay team where they just take a group of dealership employees and they get together and they just do awesome community service projects. And so they go their facebook page and say hey, friendly findlay team is got time, got three hours on Saturday, what would you like us to do? And people in the community just put suggestions on their facebook page and they pick want to go do it. So they went to an elementary school and bagged up all the pine needles around the school because the maintenance department couldn't get to it. It's a fire hazard. Sometimes they go to a local restaurant and say hey, we're doing a restaurant takeover. A few drives a Toyota dealership. If you drive a Toyota to the restaurant today, it's free launch on us. It doesn't have to be a toy toy abot from us, any Toyota or they'll do gas pump takeovers. Come to this gas station today between one and two o'clock. If you drive a Toyota, free gas. They do stuff like that all the time and once they started doing that they got on so many people's radar in the community that when they were in the market, when they became the two percent, they went there first. Three months after they started doing this program there the highest new vehicle sales month in the history the dealership. And that's not an accident. Right. It's just about being useful. It's not hard. This isn't hard. That's the thing that drives me crazy about this kind of marketing. Like none of this is hard, but it requires a cultural change inside your organization much more so than a marketing change. Yeah, just being human maybe? Yeah, being a good human being and well, and you know on the thing I love about that is it it gets the dealership engaged in the community. But if you do it properly, I mean again back to smartphones and video capability, that video could eat you know, you could take video of being engaged in the community. Oh yeah, not only in having turn into like, like Jay said, you know, you could have it turned into nine different pieces of content. Yeah, and dealerships are big in communities. I mean they do tend to do a pretty good job at that. But again, I mean Jay made a point. It's like that's a whole content opportunity right there and itself. Yeah, you know, yeah, you know, here's a here's an here's a twist on that. Right. So you're right, dealerships are are typically really good at community stuff and and thankfully that's true, but but they do it without thinking about the content side. Right. So a dealership will say, Hey, we're going to go do a habitet for humanity thing, right, and then they'll then they'll put it on their website or they're put it in their email newsletter or something like that. Right, great. Well, what I would do instead is why don't you put together a list of the fifteen different volunteer opportunities in the community? Then, by FACEBOOK ADS and send that list to everybody in the community and say hey, here's the fifteen service organizations we recommend and then, if you want to, let people vote on which one you should support and then go do that one. Right. It's just a small twist on taking the same thing and making it a content marketing opportunity instead of just we just showed up. It's a story to which it all I like that definitely. Okay, so real powerful stuff here. For those of you listening in. Jay has dropped some power bombs on how you can think outside the box, where you can, you know, utilize some some things that you're probably already doing into some content opportunities and by doing the work once you know, couple to three hours a week, when you get your process dialed in, you know, even if it takes you five hours, okay,... one week, if it takes 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 of content. You can get engaged in the community, you can do so many different things and, like Jay's just said, think about them from how they can become a content opportunity. And now you're really starting to speak to people about the things that they care about. So so, Jay, just in closing, you know, if you, if you had to just recap, say that the top few things that that you think dealers could be doing right now to really get the most out of this what you 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 four things that you can think of where they should get started and what they should be thinking about and and where do they go from here? You should buy a copy of the book. That would be a good idea. I think absolutely. It will help you. Actually a small plug if you don't want to spend the eighteen dollars for utility on Amazon. My ebook, which is utility for real estate, is only two dollars in ninety nine 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 and you will really appreciate them. So that would be a good resource also. I think the first thing I would do is is set up a program so that everybody in the dealership, whether their employees or customers is somehow involved or has the opportunity to be involved in content creation. I wouldn't let anybody leave the dealership without making a video about their experience of the dealership, and less they explicitly signed a piece of paper that said No. I wouldn't let anybody come to work and work there a month without making a video about their background. You know, you have a lot of stories to tell right in your dealership. You just gotta tell them. So that's the first thing I would do. Unlock user generated content and employee generated content. Second thing I would do is find a way to tell bigger stories. Give yourself permission 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 a group of five or six customers and meet with them every month or so and say hey, what do you think of this idea? Would you find this useful? Do you think this is something that people would use? Because when you when you seek counsel from people who's entire livelihood is based on selling cars, they're never going to say yeah, let's do little league. Scorse, 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 from outside your walls, otherwise you'll think you're crazy. But you're not crazy, you're smart. And I mean this one right here. This one's blowing my mind, because, you know, we typically and traditionally think, Hey, let's get counsel, but we're going to do it by going to this conference to hear this vendor who's a thought leader on this topic. But and we listen to them. And I mean, I guess I fall into this bucket, you know, just by virtue of who I am, and Robert as well. But but to engage in seeking counsel from real customers and from real people. That I mean that right there. That's such a powerful thing that I like. Yeah, I mean it's he's right. I mean, anybody else, they have no sense about to be like, Hey, let me do this review on this vehicle. Yeah, let's show them us, let's show them that love it, talk about our big sale. Okay. So there you have it, Jay Bear, thanks so much for being with us today. We're going to take we're going to link listeners up to your book on Amazon. I think you know what, I've read the book and it's phenomenal. Has Really shaped a lot of the things that I believe in and and kind of validated a lot of the stuff that we talk about, you know, in the episodes of the dealer playbooks. So we'll link to that in the show notes. So stay tuned for that. But you know, Jay, how else can people get in touch with you or follow you online? Best Place... go is convinced and convertcom. That's our award winning blog and and you can find links to all of our podcasts there, in my daily video show, and ebooks and slideshare presentations and all kinds of other things. or you can just Google Jay bear be aar and you can find a much stuff there too. Love it, Jay, thanks for being on the show with us. Awesome. Thanks, guys. I appreciate it. All Right, that was MR J bear, founder of convinced and Convertcom, best selling author of utility. Michael, what's your think? I mean, that was a great one. Man. I sat back and was just taken notes and just in all, listening to him like just it's so nice, because I'm not saying that he liked drop so many bombs to me of stuff that I wasn't already in tactics and things I wasn't already aware of and or that we're not already doing. But they liked the isn't it nice to have that, like for him to kind of like solidify? Yeah, I mean everything and your our thoughts. Yeah, I think the validation is so crucial, right, because we talked so much about this and you heard me say it in the show. I mean, how many more guests are we going to have to have on the show to validate what we talked about before before people start really executing on it? So that was that was kind of one thing for me that came out of the show. But the second thing is he talked about, you know, kind of the concept of, you know, going bigger, like whatever you think you can do, like think, think bigger and think more outside the box, and he provided some examples like that. was really cool how he tied in how relevant like the sports, you know, the kids sports, like you know rosters are and you know the Little League, you know, Team Sports, like e newsletter could be because I think, you know, that is so outside the box yet so in the box at the same time, because you're engaging the community and you're engaging people and things that they really have a lot of invested interest in. And and, like he said, that translates back to you 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 move from the ninety eight percent to the two percent, that they're not just gonna go and shop around and do some comparison shopping, they're just going to 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 too, you know, I always my approach was always like I'm going to have these pete that people in my market, whether they want to or not, when they think about buying a car, shopping for a car, they hear somebody talking about buying for a car, shopping for, you know, chomping for car, buying a new car, that, whether they want to or not, they're going to think about me. Yeah, you know, like that's that's the name of the game, without a doubt. So there you have it. That's episode fifty of the dealer playbook podcast with Ja Bear. Would love you. Oh Man, we love to get your would love to get your feedback. Engage us in the comments in the show notes. Triple W dot the dealer playbookcom forward fifty. Fifty, I can't believe it. It's so cool. And you know what we're going to we're going to attach a link there where you can get your hands on Jay's book utility. And you know what he offered, the the less expensive ebook version. But I say, man, go all in. It's like eighteen or twenty bucks, something like that. Get the full book. I've read it. It's incredible. It's going to help transform your processes of content creation and how you become useful to people. You know, like we say, be valuable to somebody, not worthless to everybody in and that's going to give you some really cool steps that you can follow to make sure that that happens. So again, triple w dot the dealer playbookcom forward fifty,...

...and until next time, we'll catch you. Waiter. They you know, all.

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