There are some who still think that the only way to advertise is through explaining product benefits and price advantages. It’s essential, but I believe being more human and showing that you are different, with personality and purpose, is just as important. A brand’s first job is to be very interesting. Once you are interesting, every contact with the customer becomes easier. When you look at the same car at the competitors down the road, it always comes back to the successful dealers being more interesting — usually in some unexpected way. Yes, quality does matter. Yes, price also matters. Yes, everything we learned in advertising matters. But what matters most to your customers is that you are smarter, cooler, most innovative, and more determined than the next dealer down the street. Once you are able to project these human traits and qualities to the world, customers will be drawn to you. Here’s to a prosperous and healthy new year!