THE ULTIMATE FACEBOOK

SWIPE FILE
FOR AUTO DEALERS
Steal This Swipe File To Get More
Engagement On Facebook!
Brought to you by:
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PUBLISHED BY:
FACEBOOK
Dealers United HEADLINES THAT
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WHO IS DEALERS UNITED?
Dealers United is quickly becoming the largest community for
automotive dealers in the country.
Since our inception in 2011, we’ve been working to put the power
back in the dealer’s hands (not the vendors).
Each and every day we work to help dealers save time, cut costs,
and sell more cars. Want more than just this Swipe File? Check out
a few of our most popular dealer resources here.
Not a member of Dealers United yet?
Join Now
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TABLE OF CONTENTS.
05 HEADLINES GET MORE CLICKS ON FACEBOOK
08 IN DIGITAL MARKETING, HEADLINES ARE CRUCIAL
11 SOCIAL PROOF HEADLINES
14 SCARE HEADLINES
16 BENEFIT HEADLINES
18 STUPID SIMPLE WAYS TO IMPROVE YOUR HEADLINES
23 NOW WHAT? USING THE SWIPE FILE
25 12 FREE SOCIAL PROOF HEADLINES
27 14 FREE SCARE HEADLINES
29 33 FREE BENEFIT HEADLINES
33 CONCLUSION
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GREAT HEADLINES
GET MORE CLICKS ON
FACEBOOK.
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We’re letting you in on a little secret to help your dealership drive more
website traffic from Facebook:
CREATE BETTER HEADLINES.
When it comes to Facebook, you need to quickly capture the attention of
users and get them to click your ad or post. Headlines will significantly
impact a person’s decision. If they aren’t intriguing enough, the Facebook
user will simply keep scrolling.
As a dealer, it is crucial to write compelling headlines. This Swipe File will help.
TIP: Make sure your dealership is participating in all conversations about your
brand and engaging with users on all social media outlets.
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Take a quick look at the ad below. By showcasing Uber and their new
self-driving vehicle trial, Automotive News guarantees more clicks to their
site.
This headline grabs attention
because it’s relevant. A story about
Uber will pique a consumer’s
interest due to Uber’s current
popularity. People want to know
what is going on in the world
around them, and right now this
brand is making moves. In other
words,
IT’S A GOOD HEADLINE.
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IN DIGITAL MARKETING,
HEADLINES ARE
CRUCIAL.
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Yes, the secret to increasing clicks and LIKES on Facebook is writing better
headlines, but that’s really just the beginning...
Your dealership’s digital marketing strategy starts with having a full
understanding around what actually makes headlines great. This will not
only improve your Facebook click-throughs, but performance across all of
your social channels.
OVERALL
HEADLINE
PREFERENCES.
From Conductor.com
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What’s the key to a great headline? Understanding why people take action.
Getting consumers to say YES to you and your ad can be challenging… your
headlines must be focused on what will make shoppers take action.
Generally speaking, there are three (3) categories you’ll want your headlines
to fall into:
1. SOCIAL PROOF 2. SCARE 3. BENEFIT
Let’s tackle the categories one at a time. As you scroll through this Swipe File,
you’ll be provided proven formulas for each that will drive more clicks and
LIKES to your dealership’s website from Facebook.
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SOCIAL PROOF
HEADLINES.
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If your dealership wants to make waves with your headlines, include social
proof when writing them.
Simply put, anything you say is more appealing (and will drive action) if it’s
something other people are doing, or if the person doing it is influential.
Here are some “social proof” headlines that work:
1. Why MILLIONS Of VW Customers Aren’t Happy
2. What ELON MUSK Did Yesterday
3. The New Self-Driving Car THE AUTO INDUSTRY Can’t Stop Talking About
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These headlines are appealing to someone in, or interested in, the automotive
industry.
The 1st and 3rd headlines on the previous slide represent a statement based
upon the masses. It’s socially proven: We’re interested in what others do.
The second is a
PIGGYBACK
HEADLINE
This headline “piggybacks” off
the popularity of Elon Musk
within our industry.
Here we see Tesla piggybacking
off Forbes:
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SCARE HEADLINES.
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We all know it: People take action based upon fear. So why not write
headlines that will scare people into taking the action you want? The chances
of getting the click are unmatched.
1. This Deal WILL End Tomorrow. No Negotiations.
2. WARNING: Don’t Buy Another Car Until You Read This.
3. Is Your Car HARMFUL To Your Family’s Health?
Here’s a post by Digital Dealer, using a Scare
Headline. They are hoping to drive clicks by
scaring users into believing that their
customers may not be loyal.
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BENEFIT HEADLINES.
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One of the simplest ways to write better headlines is by stating the Benefit +
adding a Promise. Users want to know how your ad is going to benefit them.
Without a Benefit (and Promise after clicking) your ad will be scrolled past.
1. Want To SELL MORE CARS? Click Here To Learn How.
2. Give Me 30 Minutes, I’ll Turn Your BDC Into A REVENUE MACHINE.
3. If You Can Get Them IN THE DOORS, You Can Get Them To Buy.
This DigitalMarketer post does just that:
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STUPID SIMPLE WAYS
TO IMPROVE
HEADLINES.
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We covered headlines, and how to write better ones; if you do it right,
you’re going to start seeing improved click-through rates after
implementing these ideas.
Now let's jump into some really easy ways to turn your old headlines into
one of the 3 categories we just discussed:
SOCIAL PROOF, SCARE, BENEFIT.
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1. INSERT 2 LITTLE WORDS - “HOW TO”.
This is probably the easiest way to improve
your dealership’s headlines.
If you remove the “How to” from this OEM’s
ad, it simply reads, “An upscale interior without
the inflated price. The 2016 Toyota Corolla.”
There’s no Promise. Without the promise, the
statement does nothing. By adding “how to”,
users are more likely to click the ad. Turning it
into a good headline.
TIP: Remember, Benefit Headlines make a promise that if you click the ad, you’ll get
something. Adding “How To” to your headline turns a statement into a promise. 20
2. TIME, TIME…TIME.
Everyone cares about time. As consumers, we
don’t want to have to wait…for anything! Make
sure your ad conveys how much time is needed
to fulfill the promised Benefit.
By telling people up-front and setting
appropriate expectations, you will improve
click-through rates significantly.
For their Red Tag Sales Event, Jarrett Scott Ford
specifically included the cut off date in the
headline, adding urgency.
TIP: If your dealership is running Facebook ads to promote a sales event, try adding a time
frame to the headline. You’ll get more clicks if consumers think they are pressed for time. 21
3. BE INTRIGUING
The more interesting, the better the headline (and higher click-through).
When it comes to your Facebook ads, it’s okay to be funny. In fact, you should
be. Facebook users are looking to connect with something, so the more your
ads can relate and intrigue shoppers, the more likely you are to get their click.
Here’s a great example from Hare Chevrolet:
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NOW WHAT? USING
THE SWIPE FILE.
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There are a few ways your dealership can tackle this swipe file. You could
easily just copy and paste the examples provided, or you could use them as a
guide to better understand headlines and why consumers take action.
It’s okay if you’re new to Facebook, headlines, or both. Keep in mind, you don’t
have to be an expert copywriter to write great headlines (that’s what we’re
here for!).
If you are looking to become an expert, it’s a good idea to keep this Swipe File
accessible—so you can pull it out and study it at your leisure. The more
comfortable you get with the headlines, the less you will rely on the Swipe File.
TIP: As you come across other great headlines, make sure you’re adding them to your
Swipe File. You don’t want to miss out on building up your arsenal of clickable copy. 24
12 FREE SOCIAL
PROOF
HEADLINES.
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● Savvy | Smart | Sexy People Drive [This Car]
● Why I [Purchased My Car From X Dealership] (And Maybe You Should Too)
● [Drive Away] Like [You Own The Place]
● The [Car] That [Athletes] Are Talking About
● Join [50 Million] of Your Peers that [Love Driving Their Tesla]
● [Get Your New Kia Today] Like [LeBron James]
● How [10 Thousand Customers] Got [10 Thousand Dollars]
● Like [The New Ford Explorer]? You Can [Drive It Away Today]
● [OEMs] Reveal Ways To [Get The Best Deals On Their Vehicles]
● Why [Thousands] of People are [Buying Chevrolets]
● A Simple Way To [Get A Great Deal] That Works For [Everyone]
● How to [Shop For A New Car] Like [A Pro]
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14 FREE SCARE
HEADLINES.
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● If You Don’t [Come In] now, You’ll Hate Yourself Later
● I’ve Lied to You for [Years] Now
● The Biggest Lie In [Automotive]
● [X] Shocking Mistakes Killing Your [Gas Milage]
● Don’t Get [Your Next Oil Change] Without [Seeing Us] First
● [Your Credit Score] May Be Dangerous To [Getting Your Next Vehicle]
● [Is Your Credit Score] Causing You To Lose Out On [Your Dream Car]
● At Last, The Secret To [Getting The Best Deal] Is Revealed
● The [BIG] Risk Hiding In Your [Driveway]
● Why You Shouldn’t [Buy Your Next Car From X Dealership]
● Why [Some Dealers] Fail and [Others] Succeed
● Do Not Try Another [Service Lane] Until You [Check Us Out First]
● The Ugly Truth About [Your Car]
● The Sooner You Know [About Our Dealership] The Better
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33 FREE BENEFIT
HEADLINES.
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● Where [The Best Deals] Are And How To Get Them
● Discover The [Car Buyers] Secret
● [Best] Way To Get [The Car Of Your Dreams]
● You Deserve A [New Car]
● Stop [Spending A Fortune On Service]
● You Too Can [Drive Away] [Today] With [A New Car]
● There’s Big [Savings] In [Our Service Lane]
● You Don’t Have To Be [A Millionaire] To Be [Driving This Luxury SUV]
● How To Turn [Your Old Car] Into [Cash]
● Get [Approved] Without [The Hassle]
● Get Rid Of [That Old Vehicle] Once And For All
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● Imagine [Driving Away In A Brand New Car] And Loving Every Minute Of It
● Here’s A Quick Way To [Trade In Your Vehicle]
● Get [An Oil Change] Without Losing [Your Mind]
● How To Get [A New Lease] Out Of [Your Current Lease]
● How To [Service Your Car] And Not [Spend A Fortune]
● No [Credit]? Just [Stop By], We Can Help
● Never Suffer From [An Embarrassing Car Crisis] Again
● The Quickest & Easiest Way To [Drive Away Today]
● If You Can [Sign] You Can [Drive]
● How You Can [Drive Away In Your Dream Car] Almost Instantly
● How To Use [Your Credit Score] To [Get The Best Deal In Town]
● How To Turn Your [Junker] Into [A Brand New Ride]
● See How Easily You Can [Drive Away In The Vehicle Of Your Choice]
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● Now You Can Have [Extra Cash] Without [Having To Negotiate]
● How To Take The Headache Out Of [Buying A Car]
● [3] Questions Answered About [Getting Approved For A Car Loan]
● Give Me [10 Minutes] And I’ll Give You [The Best Deal In Town]
● Answered: Your Most Burning Questions About [Purchasing A New Truck]
● Take [5] Minutes To Get Started With [Your Trade-In]... You’ll Be Happy You
Did!
● Who Else Wants [Cash Back]?
● How To Fast-Track Your [Buying Experience]
● How [50 Customers] Got [The Best Deal] Without [Negotiating]
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CONCLUSION.
Facebook is cutthroat. The competition is strong – you’re not the
only dealership trying to get inventory in front of the millions of
consumers logging in daily.
This Swipe File is your ammunition to get more clicks / LIKES on
Facebook.
Print it and keep it at your desk. The next time you find yourself
posting on Facebook, pull it out and USE IT.
Share it with your co-workers and other industry professionals. If it’s
beneficial to your business, it will be beneficial to theirs.
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 HAPPY
SELLING
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