Cotton Balls In Our Ears: Women Are Your Lost Radio & TV Demographic

We re all too familiar with the hard sell spokesman, yelling about how "Everything Must Go!" and "We re Slashing Prices!" as if it were a monster truck rally and The Rock was the emcee. Oooooh! Enough already! As an automotive professional, you know who's holding the purse strings in most households...and it's not who many would expect.

Women are responsible for the purchasing decisions of over half the automobiles--cars, trucks, and all the rest-- sold in this country. With this in mind, perhaps the person speaking to your potential customers is of the wrong gender.
Women buy emotionally--so don't scare them away with unfriendly, "male-targeted", "hard-sell" antics. We want to trust and feel familiar with who we buy from. We want to know your dealership truly under-stands our unique automobile needs. You can scream about prices til the cows come home and we aren't listenin .

As a female voice artist, I am your demographic. And I am your solution to this problem. My goal is to make people feel "at home" with your dealership--whether male or female. Men may enjoy listening to a woman's voice for obvious reasons, but women respond simply because it's a woman sharing information about a large and sometimes challenging buying decision. Face it, fellas; we love "girl talk", even if it's about cars.

Keep in mind that a majority of the dealerships in the U.S. who use radio or television advertising regularly use male voice talent to sell their vehicles. It doesn't matter how good the talent is, after a while it all starts to sound the same.

Might I suggest boosting your sales in 2004 by targeting your untapped female market, while captivating male interest in the process! People--male or female--can only take so much of the monster truck rally approach! So tell me ladies, is it safe to take our earplugs out now?

Jen Helfer offers full service audio production from her Seattle-based studio, Candle Fly Creative.