“Hey Mack, listen here. Have I got a deal for you.”

Is a solicitation like this the impression your vehicle listings are making with shoppers visiting your online inventory listings?

I hope not, but it could be unless you write your online vehicle comments carefully. Do otherwise and you risk speeding visitors’ departure from your virtual lot.

Start adding the right word descriptions to online listings using VIN-explosion capabilities built into online listing software. These tools do a great job of building out the different make and model specifics of your listed vehicles.

This basic data while informative lack emotional appeal. Information is good; emotion is powerful. Make your online listings informative and emotional and eyeballs will linger longer.

If your online listing management software enables you to insert customized and personalized content into each vehicle listing, by all means use this tool. If your software doesn’t offer or provide this feature, then please make the time to enrich listings manually, as time consuming as manual insertion is.

People being people, we want more – we want our curiosity sated.

So let’s pour on the rich content. Be sure to include that the vehicle is a one-owner or that for its age has low miles or that the options include a low-rider kit and 19” wheels. If you sold the vehicle originally, make note of that and that your service department has carefully cared for the vehicle.

Get creative – can you describe the feel the vehicle projects as you sit behind the wheel; can you convey how rich the leather interior is and that the luxurious leather fragrance remains. The VIN won’t describe the aftermarket sound/video system the prior owner had installed – but be sure to add that to your online content.

Do take the time, with every listing, to add the kind of extra vehicle detail that changes a bland description into powerful, specific description that engages customers at a more emotional level, which is when the sale starts.