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The Mudd Fab 5 of Writing Automotive Radio and TV Commercials
“MY DEALER NEEDS TO SELL MORE CARS!” Over the course of my 27 years writing automotive radio and TV commercials, along with web videos, I have probably heard that phrase hundreds, if not thousands of times. Luckily, there’s a formula that I learned from Jim Mudd Sr. the first week I started with Mudd Advertising back in 1989. It’s a formula still holds true today when writing retail advertisements for our dealer body. The formula is called the Mudd Fab 5.
- Attention Getting Opening – “Once a year it happens… and it’s happening right now.”
- Simply Stated Value to Customer – “Our best new vehicle selection has been marked with once-a-year event offers.”
- Make an Offer – “Like 25% of MSRP cash back on select new models.”
- Repeat the Offer – “That’s right! 25% of MSRP cash back.”
- Ask for Order with a Sense of Urgency – “Hurry and buy today because 25% of MSRP cash back ends when the month ends.”
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