It’s become more and more difficult for brands to deliver engaging and informative content. The simple fact of the matter is that there’s too much messaging funneled towards us. Email. Facebook. Twitter. Banners all over your browser. Information fatigue is a real thing, and it’s changing the way that we take in, process, and act on the written word.
In fact, per a study by Microsoft, you now have a shorter attention span than a goldfish. According to the report, “Heavy multi-screeners find it difficult to filter out irrelevant stimuli — they’re more distracted by multiple streams of media.” Bottom line, if you don’t hook someone within the first few seconds – they’re gone. That’s problematic enough for any industry, but when it comes to cars…well, the precedent isn’t great.
Getting Up to Speed
For better or for worse, when it comes to written communications the automotive industry as a whole does not set a very high bar. There’s a prevalent (and dated) school of thought at the dealership level that seems to center around the idea that it’s still 1997. We’ve all experienced it – paragraphs of ALL CAPS copy, intense pressure to BUY NOW…it’s the written equivalent of being put through the grinder at a used car lot of questionable moral standing. And it’s enough to make you want to shower after reading it.
Bridging the Gap
Morrie’s does things a little differently than most other players in the automotive sphere. Because of that, developing a voice that mirrors our unorthodox approach has presented an interesting challenge. The car industry is full of specialized jargon and has a customer base that, for the most part, doesn’t speak the language. Our employees do an incredible job of bridging that gap and helping our customers understand car buying, financing, and repair in a way that makes sense to them. This care, this sense of responsibility to help someone understand an idea on their terms – it’s the seed of Morrie’s voice.
Finding Your Truth
Good writing always grows from an underlying kernel of truth. Morrie’s truth is that we care about our customers. We care about helping them understand an industry that, in the past, has not always been kind to its clients. We care about educating them, making them feel comfortable, and helping them find the perfect vehicle for their situation. We care about making them happy. Because Happiness Matters.