12. Rave reviews. When you say it, it's bragging. When a customer says it, it's proof. Testimonials can deliver a 50% boost in conversion.

Regular people telling stories that other car buyers can relate to will work best. Be as liberal as you can about who they are and how they can be contacted. The more real, the better the results.

13. Pain Relief. Every car buyer has pain. There's a reason why they can't get a new car today. If you can uncover their problem and solve it, they will buy. Can't find a problem they need solved? Create one in their minds then show them how to solve that.

Solution based selling always out performs hard sell. Make sure your problem is credible and enough people in your market are feeling it or you will not move any metal.

Our research has indentified 5 common problems all car buyers face. Two of the five are the current hot buttons that create action in the market. These we reveal only to our clients and we tap into them with our creative.

14. Theater of the mind. Radio isn't about words. Radio is about playing a movie in your prospect's head. Paint the outcome you deliver with a brush of words and you will have them sold.

15. Salesman. Salesman sell cars period. Commercials don't sell cars. Mailers don't sell cars. Web sites surely don't sell cars.

Get your prospects in front of your salespeople. Refine the process and train. You'll sell cars and have more customers.

16. Logical proof. Statistics are a powerful ally on the radio. Provide numerical data to prove or drive home your claims. Statistics make an argument very convincing.

But remember the words of Samuel Clemens, "There are 3 types of lie. Lies, Damn Lies and Statistics."

17. Demand action. Your commercial must demand your prospects do something as a result of hearing your spot. No action equals lost opportunity.

Visit the dealership is the best choice of action. The telephone is also a good choice. If your BDC is good then requesting information-like a vehicle hot sheet-works extremely well.

18. Web sites. Most web sites don't sell. They are online brochures or car ads. And they take up too much time in a commercial for the value they deliver. If your site doesn't put your customer in front of a salesperson, then it doesn't belong in your radio commercial.

Good web sites offer very few options, have a clear and concise call to action and collect the contact information as top priority. Inventory browsing before the opt-in is utter insanity.

We've helped clients increase their online conversion by 500% with a few tweaks. Some require major over hauls or complete rebuilds.

Everything you think you know about web sites is wrong.

19. American hero. The everyman who becomes a crusader for injustice and a righter of wrong can be extremely effective.

The delivery must be straight forward, the message clear and sincere. It is critical to create an us vs. them feeling, where you're on the side of the customer.

20. Domination. It's been our experience that when it comes to marketing most dealers just aren't hitting enough people enough times with their message.

We've heard statistics that say you need to hit someone with your message everywhere from 7 to 21 times before they will buy. Honestly, we don't know what the magic number is but what we do know is that it's more than one and that most dealers don't hit it with their marketing.

You may be asking, "What about the message, isn't that important?" And the answer is absolutely. But it doesn't matter what message you use if your prospects don't hear it enough times.

Why? Because it could be the best message in world but if your prospects don't hear it or see it enough times then they didn't even get the message.

Frequency in marketing is essential. You have to be constantly communicating with your prospects, customers and past customers. And it's best if you use multiple media methods to do that.

Here's a caveat. You must dominate one medium before you spread yourself out. Dominate one thing then ADD the next. Growing your presence is a stacking plan, not a replacement plan.

21. News. People listen to radio for news, talk and information. Betcha thought it was all about the music. 96% of all traditional radio stations have some kind of talk component. If most people wanted music only then everyone would listen to CDs and tapes and the radio would disappear. But it hasn't.

Music is important but it's the relationship people make with the jocks and the ability to connect with the outside world that gives radio its staying and selling power.

Make your commercial seem more like information and less like background noise. Your message will stand out more and your response will be greater.

22. Complaints. We've often judged the performance of our commercial copy by the number of complaints it generates. It's not about negative response. It's about putting yourself out there enough to generate feedback from the consumer.

You have to take a position, an edge and stake your claim. If you try to be politically correct your message will be sterile. The middle is the riskiest position to take.

If some people aren't turned off by your ads, they're not working.

23. Comedy. The biggest mistake made on the radio is made with comedy. Commercials that use comedy solely to get attention are doomed.

Funny characters often don't resonate with people. Consumers have a hard time believing them, relating to them and taking the message seriously. This compromises your credibility and suppresses response.

If comedy and characters are going to be used they must deliver the biggest benefit and king concept. The best comedy in radio comes from the element of surprise.

24. Minimal. Less is more on the radio. In a world of noise, booming voices and effects, pauses and simplicity stand out.

The fastest way to get attention in a noisy room is to stand in front and whisper. The best commercial is useless if it doesn't first get the listener's attention. Leave the whistles and bangs to the construction workers.

Ssshhhh baby sleeping. Got your attention right?

Jimmy Vee and Travis Miller are the nation's leading experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Learn more about attracting customers to your dealership by getting a copy of their FREE Business Exploding Toolkit which includes their Special Automotive Business Advisory For Used Car Dealers and Managers, a 32-page industry bulletin titled, How To Uncover The Hidden Wealth Buried In Your Used Car Dealership. To get your free copy visit www.RichDealers.com/hp

Production studios produce good commercials but they are not advertising agencies or marketers. They are techies. Do not let your production house create your commercials and don't go cheap on commercial copywriting or production.

Professional produced radio commercials do make a big difference in terms of return on investment. Electronic marketing is an investment.

Complete campagins that include radio, mail, online and in-store marketing is the best solution.