The five major hot buttons: Over the last 14 years of motivating people to get up off their couches and drive into a dealership, (sometimes over 60 miles away), I figured out what motivates people to show up and purchase a car. Keep in mind what I stated in the beginning of this report: People buy for their own reasons, not yours. With that premise in the forefront of your mind, lets get into the five hot buttons.

1. Trade in: If a person is a car buyer (versus a car lessee), chances are they will be trading in a vehicle. Being in the car business, I am confident you also know they want ridiculous amount of money for their trade-in. The customer always thinks their car is worth a lot more than you do, and they want to squeeze out every last dime in equity. Since youre the one whos going to be buying it from them with your money, your opinion is the one that matters most. The idea that they can receive more than they think their car is worth is paramount to the utilization of this hot button.

2. Big money off: Lets face it: everyone wants a deal on his or her automobile. The customer doesnt want to make you a dime. If you want to motivate people to buy now, you need to show-or at least imply-that they can save a lot of money off their next vehicle right now!, and that you are hardly making anything on this transaction. That is your leverage: Right now or the offer is over. Remember, the 13 critical errors that Im cautioning are based on special event sales, not every day business. If you use all of these tactics everyday, youll be like the parent who gave their child ice cream every evening until the child felt that having ice cream no longer special. That child might even begin to loathe ice cream, whereas prior to this indulgence, they loved it.

The same is true with any of these hot button-if you over use them.

Finally, forget the $500-off coupons. They stink! If you want this hot button to work, you should have a deep discount, or dont even bother using this button.

Stay tuned next month for the last three of the five major hot buttons. If you cant wait and would like to get the complete report of 13 critical errors and how to fix them all, go to www.mail-rite.com/reports.htm

David Alan The Automotive Direct Mail Guru, is CEO of MAIL-RITE INTERNATIONAL, Inc., a direct mail advertising company. David is also the author of the best selling book The $100 Million Dollar Playbook. He can be reached at 440-519-1515 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .