#1 Start with an eye-catching and informative title

Stand out with a title that contains the right information and stands out positively to the buyer. Include the make, model, year of manufacture and mileage, and use strong words that grab attention. For example, “Tesla Model 3 (2020) - Only 30,000 km - Full Option! Perfect for the future!“. This title arouses curiosity and also succinctly gives the most important information.

#2 Focus on benefits, not just features

Buyers want to know what the car will deliver for them. Buying a car should go to fulfil specific needs. So don't just note the features of a car, but more importantly, tell what the car purchase will bring to the buyer. For example: “Save money by driving economically with this fuel-efficient Toyota Yaris!”. Focus on what the buyer can get out of it: comfort, savings, driving experience, and so on.

#3 Storytelling for the experience

People are generally more sensitive to information in story form. This creates connection and builds trust. Therefore, briefly tell why this car is the right choice for a specific target group. For example: “This Vauxhall Corsa has always tackled busy city roads with ease. Whether it was parking in tight spots or through busy morning traffic, this car has always managed to get the driver to his destination quickly and safely. Perfect for your daily drives!”

#4 Write powerfully and in the active form

A powerful occasion ad text is written in the active form. Use words and sentences that are decisive and call for action and enthusiasm. Avoid verbs such as will, can, become and are. And avoid doubtful words such as maybe, approximately, possibly, possible and perhaps.

Passive and doubtful: “This Volkswagen Tiguan could possibly be a good choice for your family, as it probably offers enough space and comfort for long journeys.”

Active and persuasive: “The Volkswagen Tiguan offers your family plenty of space and comfort for long journeys, making it the perfect choice for any family trip.”

#5 Transparency wins trust

Be transparent about the condition of the car. By being clear what condition the car is in, you will attract the right buyers. Moreover, you avoid disappointing other interested parties and save time by avoiding non-converting conversations and test drives. Transparency about the condition of the car creates clear expectations and builds trust with the buyer. For example: “The car is in excellent condition, except for a scratch on the rear bumper (see photo).”.

#6 Emphasis on USPs

Name the distinguishing features that make the car attractive to the buyer. What makes this car unique? Is it the special options, the low mileage or the fact that it has just been serviced? For example: “This BMW 3-series is a rare sporty version with an M-package, leather upholstery, and a premium audio system. It is the perfect combination of luxury, sportiness and comfort!”

#7 Be clear and concise

Keep a text clear and focused on its purpose. People generally scan ads and web texts quickly, so make sure the most important information is immediately visible. Avoid unnecessary details, double inclusion of information and stick to the point.

#8 Use social proof

If you have been selling used cars for some time and have collected reviews, use them as social proof. By using reviews and testimonials, you lower the trust threshold for new buyers. For example: “Buyers appreciate the reliability and comfort of this model!”.

#9 Increase urgency

Create urgency by using scarcity and time constraints. For example: “Limited stock. Request a test drive today! or “This week only with 100 euros extra trade-in discount!”. This motivates the buyer to take action faster.

#10 The price is clear and negotiable

Be clear about the price, but indicate whether there is room for negotiation. For example: “Asking price: €15,000, but serious bids will be considered.” This makes the buyer less uncertain about the price and creates room for conversation.

#11 End with a call to action!

The call to action (CTA) is a clear action-oriented call. With this, you give the interested buyer a clear follow-up action. For example: “Get in touch for a test drive!” or “Get a quote now!”. Through a clear CTA  a buyer knows exactly what to do to convert their interest into action.

#Extra Tip - Having trouble writing texts? Use online tools!

Do you struggle with writing ad copy? Do you prefer to spend your time on other tasks within your car company? Then choose to generate your texts via online tools. In the advertising module of MijnVWE: Buying and selling make use of, for example:

• Finnik - from this platform, a short, concrete text is created describing the vehicle
• taGGle - this paid platform generates comprehensive texts for your ads, among other things. Written from the eye of experienced automotive copywriters. 
• ChatGPT - you can use this well-known, free AI tool for support when creating an ad text. Make sure you always check this text carefully before publishing it.

Good luck with your next occasion ad copy!