by: Jimmy Vee

By now I’m sure you are acquainted with Reality TV phenomenon Susan Boyle and her Brittan’s Got Talent performance that captured 51,505,616 views and over 230,000 comments in just some months on YouTube.

If you haven’t watched this video that includes the frumpy Forty something woman who literally hits it out the park her 1st time performing on the show, go online now and give it a look.

There are some powerful lessons you can learn from this viral success that can effortlessly be put into action in your car dealership.

After all, we always encourage our readers and training students to look beyond huge successes in the media or in business and see how you’ll be able to imitate those results in your own store.

Accomplishment leaves clues, whether it’s a viral video, a quote or an off-handed remark about what’s working for someone else in a fully unrelated business. Asking better queries and digging for gold nuggets is the dirty work we do everyday… it’s what we live for.

Thus back to our instance study on Susan Boyle.

This YouTube Video heard around the globe was initially posted on April Eleventh, 2009. Within four days, the video had over 9 MILLION views and had been commented on by over 50,000 people. Of course the statistics are still ridiculous and off the chart-but the big question is… why did this video get so much activity in such a short amount of your time?

What makes one video, one plan or one message spread around like wildfire and other messages (like your dealership’s marketing messages) go completely ignored in the marketplace?

Well we’ve identified Two essential reasons this….and for the rapid success of Susan Boyle’s video. Both that are easily duplicable and ready to use instantly when marketing your local store.

The Video Creates Burning Anticipation

If you’ve ever studied an tremendously successful viral campaign similar to this one, you’d see a video’s capability to form and preserve anticipation is one of the key common denominators behind its success.

In this particular video, the expectation builds deeply before Susan ever steps foot on stage. We hear her back story as we’re introduced to a frumpy and rather eccentric looking woman who clearly stands out from the other contestants in the race.

She’s then brought before the panel of judges and you’re on the edge of your seat waiting to find out what’s going to happen. Are the panel of judges going to laugh her off the stage? Can the spectators like it or hate it? Is she going to be horrible? Could she probably be any good? You’ll find out after these messages.

There’s a powerful headline smart promoters have used for decades. It goes something like, “They all laughed when I did ________ (i.e. stepped up on stage, sat down at the piano, got behind the wheel), until I _________ (insert the wonderful thing the person just did). It’s a headline that gets read each time… and it’s the same anticipatory force at work in this video.

Then again, it’s vital to keep in mind that expectation is a type of desire. Yearning is something we all wish our prospects and clients to have for our messages, our vehicles and our dealership. It’s really easier said than done, but anticipation is a very genuine kind of desire you can use to the advantage of your store.

Sadly, most dealers think they’re doing a nice job creating “yearning” and “expectation” because each year the producer sends them a new model and a few fresh banners to show off. What might be a lot more thrilling…right?

Well friends, I hate to break it to you, but your new banners and poster boards showing off this year’s most recent minivan isn’t all that exciting to your clients. And used car dealers- you don’t even have the luxury of receiving these promoting “tools’.

So instead, a more dependable and successful method to create expectation would be to offer your audience one thing they actually anticipate to. Though it sounds pathetically easy, it truely is. The secret’s to get inside the mind of your prospects, determine what they really, really want and tie it to a powerful promotion that builds expectation on what they’ll get by shopping at your store.
Jimmy Vee and Travis Miller are the leading experts on attracting customers of Gravitational Marketing. Get important automotive advertising tips for FREE by requesting FREE video training called The New Rules Of Automotive Marketing especially for Dealers by visiting http://www.RichDealers.com

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