Terrible Sales Copy by Discount Tire – Don’t Make This Mistake

You would think that a company that does over $5 billion in sales and has over 23,000 employees would know how to communicate to their customers.

Here’s why Discount Tire’s sales copy is mediocre at best.

Last Friday I walked into Discount Tire to get my tire serviced. What’s the first thing I notice? A big sign that says, “Get 30% average shorter wait time when you book & buy online.”

(Picture)

I thought to myself, “You really want me to calculate what the average wait time is, and what 30% less than that would be?”  I thought, “I just come here when my tire goes bad and it needs servicing, I don’t really think ahead about servicing my tires.”

Does everybody think like me? No. I am willing to bet most people subconsciously thought what I thought. Or worse, they were confused by the ad.

What is my pain point as a customer that wants their tire serviced? I don’t like wasting time.

I dropped my car off, walked across the street to a Starbucks, opened my laptop, and about an hour later, I got a text that my car was ready. I walked back, picked it up, and went on my way.

Do I remember exactly how long I waited? No. It could’ve been 40 minutes, it could have been 80 minutes. Last Friday was a long time ago.

Coincidentally, I was at Les Schwab three months before. I walked in, handed them my keys, grabbed a cup of coffee in their waiting area, plugged in my laptop, answered a few emails… and before I knew it, my car was ready to go.

I didn’t calculate how much time I waited ,but I know I was able to get a few things done while I waited. And it felt quick.

“Discount tire” implies tires available a ta discount. Great! I don’t want to pay a lot for my tires. My time is also valuable, so if you could just make my experience faster, or feel faster, you would win my business every time I needed a tire serviced or changed.

I recommend this: “We’ll fix your tires while you catch up on emails. Make yourself at home.”

  • Customer pain point: Wasting time waiting
  • Proposition: Your time isn’t wasted here
  • Uniqueness: Focusing on the experience VS. wait time

Instead of battling competitors in the red ocean, find your blue ocean.

What do you think?

You can also get these free guides

Don’t forget to check out our Free Guides

Free Guides