Nick, we've been mulling this question over as well: do these comments matter if all they are is a list of best features that can be found on other parts of a VDP just as easy?
We've used vAuto for years and the button clicking and generating is all well and good, but it's boring! It seems that at every conference and new blog of best practices, someone pipes up about the need for unique vehicle descriptions. I've personally never felt the examples given in those types of presentations or articles to be very compelling.
And to Jeff's point: "I took pride and would have some fun with it." What if there is a way to take pride, have fun AND make custom comments helpful for guests?
That's where we've been trying to figure out a solution. We went a little nuts and decided to get creative with it.
Remember learning about haiku in 5th grade? Well, we decided to plow through our used car inventory and write haiku for the vehicle descriptions of the 99 vehicles that needed used vehicle descriptions.
They're quick to write, funny and our hope is that if a customer happens upon one, it might make their search process that much more enjoyable.
We're not trying to be gimmicky, so I don't think we're going to do many more past the 120 or so that we've done already, but we're definitely interested in leaving the boilerplate, list-of-features-style, boring descriptions behind in search of something creative and effective.
We wrote a blog about it here: “Something to smile about while used car shopping: why we wrote 99 haiku in 3 days”
Any thoughts on this endeavor? Anything that we should look for to see if they're beneficial / working well for customers?
