Advertising the Toyota Way

Have you seen the new Toyota television commercials -- the ones with the driver sharing frustrations and wins? It appears he/she is talking to a trusted friend. It's only at the end of the commercial that you see a driver touching the steering wheel and, after his rant, saying something like, "Let's go eat." Yep, he's talking to his car like it's his best friend.

We love it. We're always encouraging our clients to create an emotional connection with their ideal clients. Making that emotional connection sets the stage for creative copy writing, sales pitches, and all kinds of promotions. Toyota did a great job. You can too.

Start by identifying your ideal customer including gender, age, family structure (single, married, parent) and income. Now visualize just one person in your target audience to capture as much detail as possible about that person. Identify their wants, needs, fears and aspirations. Walk a mile in his/her shoes and become an expert in his/her daily life. Define a list of qualities that make you want to work with that person – your ideal customer or client. Then craft messages that snag the attention of your target audience.

Not sure how to approach it? Check out our Fast Track #3 program, Show Your Charm: Write Copy With Character and An Ezine That Works. We show you, step by step, how to identify your target audience and master proven advertising, public relations, and web copy strategies to follow up, increase credibility, and boost sales. Your copy sells you 24/7. Make sure your words and messages are remarkable and memorable.