In 1999, Michael Corbett published The 33 Ruthless Rules of Local Advertising, a book that became a must-read for anyone serious about succeeding in the advertising world. It’s a book that played a significant role in shaping my love for the industry, and even today, these rules hold strong in the digital landscape. While the mediums have evolved, the principles remain rock-solid. Here’s how these timeless rules still drive success, especially in the fast-paced world of digital marketing for car dealerships. All of these rules are integral considerations in all campaigns we manage on behalf of our dealers.

Why are these rules so important? Because advertising isn’t just about getting your name out there; it’s about connecting with your audience, standing out from the competition, and driving growth in a meaningful way. Corbett’s rules are designed to keep you focused, strategic, and effective. They force you to think critically about every aspect of your marketing—from the way you define your dealer’s brand to the way you allocate your budget. In short, these rules exist to help you avoid the common pitfalls that can derail your efforts and to ensure that your advertising dollars are always working as hard as you are.

Even though the tools and platforms have changed, the principles behind these rules are timeless. They serve as a foundation upon which successful marketing strategies are built, whether you’re running a small start-up dealership or managing a large-scale digital campaign for a multi-location enterprise dealership. The beauty of these rules lies in their adaptability—they can be applied to any medium, in any era, to achieve the same result: effective, impactful advertising that drives growth.

So, as we dive into each of these 33 rules, we will not only explore what they are but also how they translate into today’s digital world. The goal is simple: to give you a clear, actionable framework for your marketing efforts that will help you stand out, connect with your customers, and grow your dealership—just as Corbett intended.

1. Advertising Is Neither A Necessary Evil Nor A Cure-All

Corbett was clear: advertising is a strategic tool, not just a checkbox on your to-do list. In today’s digital world, consistent online advertising can be the difference between staying top-of-mind or fading into obscurity.

Example: A well-executed Google Ads campaign can give you a 10-30% growth edge over competitors who only rely on sporadic promotions.

2. Build A Rock-Solid Marketing Bridge

Your marketing isn’t just ads—it’s how people perceive your entire dealership. Whether it’s how your website looks or how quickly you respond to an email, everything matters.

Example: Make sure your website is not just pretty but functional. A dealership with a slow-loading website or outdated inventory listings loses potential customers the moment they land on the page.

3. Compile An Accurate Profile Of Your Customers

Knowing your customers isn’t optional; it’s essential. Today, digital tools make it easier than ever to gather and analyze customer data.

Example: Use your CRM to segment customers by their buying history, preferences, and demographics. This allows you to tailor marketing messages that hit home.

4. Identify Your Target Market

You can’t be everything to everyone. Focus your efforts on the audience that matters most.

Example: Instead of targeting all car buyers, zero in on young professionals looking for eco-friendly vehicles and craft your digital ads around their specific needs.

5. All The Advertising You Can Afford Isn’t Worth The Customers You Already Have

Corbett was spot on—your existing customers are gold. Keep them engaged, and they’ll keep coming back.

Example: Launch a loyalty program and promote it via email campaigns, encouraging repeat buyers and referrals.

6. Know What A New Customer Is Worth To You

Understanding customer lifetime value (CLV) is crucial. If you know what a customer is worth, you can better determine how much to spend to acquire them.

Example: If your average customer brings in $15,000 over their lifetime, investing in targeted Facebook ads that cost $500 per conversion is a sound strategy.

7. Understand The Purpose Of Advertising

Advertising isn’t just about getting noticed; it’s about creating a lasting brand impression that keeps you top-of-mind.

Example: Use retargeting ads to keep your dealership in front of potential customers who visited your site but didn’t convert.

8. Set Measurable Growth Objectives

You can’t manage what you don’t measure. Set clear, quantifiable goals for your digital campaigns.

Example: Track metrics like lead generation, click-through rates, and conversion rates to see how well your ads are performing and adjust accordingly.

9. Use The Single Most Powerful Tool In Local Advertising

Your Unique Selling Proposition (USP) is your secret weapon. Make it clear, make it memorable, and make it consistent across all platforms.

Example: If you offer a hassle-free return policy, highlight this in every ad, social media post, and email campaign.

10. If Your Doors Are Open, You Should Be Advertising

If you’re not advertising, you’re invisible. Consistent digital advertising ensures that your dealership is always at the top of your mind.

Example: Maintain a steady flow of ads on Google and Facebook to reach new customers and remind existing ones that you’re there when they need you.

11. Budget Adequately For Advertising

Don’t skimp on your ad budget. A flexible, well-thought-out budget allows you to maximize your reach and impact.

Example: Start with 5-10% of your sales allocated to digital marketing and adjust based on the results.

12. Think Long Term

Quick wins are nice, but long-term strategies build brands that last.

Example: Develop a year-long content strategy that includes blog posts, videos, and social media updates. This will steadily build your authority and trust in the market.

13. Have A Potent Promotional Strategy

Your promotions should do more than just attract attention—they should inform, persuade, and remind your audience why they should choose you.

Example: Regularly use email newsletters to highlight promotions, new arrivals, and special events, keeping your customers engaged and informed.

14. Don’t Advertise What You Can’t Deliver

Honesty is non-negotiable. Overpromising and underdelivering damages trust.

Example: If you advertise guaranteed financing, ensure your sales team can deliver on that promise without a hitch.

15. A Response Is Not A Result

Engagement is great, but sales are what really matter. Focus on driving conversions, not just clicks.

Example: Use conversion tracking in Google Ads to see which campaigns are actually driving sales, not just traffic.

16. Don’t Ask Your Customers What Brought Them In

Today, you don’t have to ask—you can track. Use analytics to understand which channels are driving the most value.

Example: Google Analytics will show you the paths your customers take before converting, helping you optimize those channels for better results.

17. Position Your Business

In a crowded market, clear positioning sets you apart. Make sure your digital messaging reflects what makes you unique.

Example: If your dealership is known for customer service, ensure this is highlighted in your online reviews, social media bios, and website.

18. Weak, Sloppy, Boring, Sleepy, Careless, Pointless, Cookie-Cutter, Cliché-Filled Copy Won’t Do!

In digital marketing, content is everything. Make sure your copy is engaging, clear, and focused on the customer’s needs.

Example: Replace generic ad copy like “Best Deals in Town!” with something specific and compelling like “Drive Off in a New Sedan Today—No Credit? No Problem!”

19. Use The 10 Critical Components Of Copy

Corbett’s 10 critical components are still essential. Your copy should grab attention, build interest, and drive action.

Example: For a Facebook ad, use a strong opening line, clear value proposition, and a compelling call-to-action like “Visit Us Today to Get Pre-Approved!”

20. Use Advertising’s Most Compelling Words

Certain words like “free,” “guarantee,” and “save” still work wonders in digital advertising.

Example: Promote a limited-time offer with words like “Act Fast” or “Limited Stock Available” to create urgency.

21. Always Get Two Prospects For The Price Of One

Think long-term with every ad. Today’s lead could be tomorrow’s sale.

Example: Use lead magnets like a “Free Car Buying Guide” to capture emails, then nurture those leads through targeted email campaigns.

22. Understand The Objective Of Media Salespeople

Be smart when dealing with media reps. Know your goals and stick to them.

Example: When approached by a digital ad network, ask for case studies and ensure their offerings align with your goals before committing.

23. Any Medium Will Work If You Know How To Work The Medium

Whether it’s radio, TV, or digital, the key is knowing how to use the medium effectively.

Example: Master Facebook’s ad platform by experimenting with different ad formats, targeting options, and placements to find what works best.

24. Understand The Basics Of Electronic Media Ratings

Metrics matter. Understanding terms like CPC (Cost Per Click) and CTR (Click-Through Rate) is essential for optimizing your digital campaigns.

Example: Regularly review your campaign metrics to ensure you’re getting the most bang for your buck.

25. Stop Spraying And Praying

Targeting is everything. Don’t waste your budget trying to reach everyone—focus on the prospects who are most likely to convert.

Example: Instead of a broad-targeted campaign, focus on a niche market like first-time car buyers, using tailored messaging that resonates with their specific needs.

26. Use A Proven Scheduling Formula

Timing is everything. Develop a consistent schedule that ensures your ads are seen by the right people at the right time.

Example: Run ads during peak shopping hours, such as weekends or just after payday, to maximize their impact.

27. Demand Absolute Accountability

Digital marketing allows you to track every dollar. Use this to demand results from your campaigns.

Example: Set up detailed tracking reports to compare month-over-month performance and adjust strategies based on the data.

28. Never Get Diverted From The Real Issues

Focus on what really matters—sales. Don’t get distracted by vanity metrics like likes or followers.

Example: Keep your eye on conversion rates and actual sales generated from your campaigns, adjusting your strategy to focus on what works.

29. Don’t Forget How People Remember

Repetition is key. Ensure your messaging is consistent across all platforms to reinforce your brand.

Example: Use retargeting ads to remind visitors who didn’t convert to come back and complete their purchase.

30. Sell Something More Profitable Than Low Price

Competing on price alone is risky. Focus on the unique value you offer.

Example: Instead of promoting the cheapest car, highlight the benefits like extended warranties or exceptional customer service.

31. Avoid The Sale Syndrome

Sales are effective, but overdoing them can hurt your brand. Use them sparingly.

Example: Reserve sales for special occasions, like end-of-year clearance, and promote them heavily to drive traffic without cheapening your brand.

32. Let Your Employees In On Your Advertising Plans

Your team is your biggest asset. Make sure they’re aligned with your marketing efforts.

Example: Share your marketing strategy in team meetings so everyone is on the same page and can contribute to your success.

33. Let Go Of The Branch

Success often requires stepping out of your comfort zone. Don’t be afraid to take calculated risks in your marketing.

Example: Experiment with new ad platforms or innovative strategies, like influencer partnerships, to reach new audiences.

While the tools and platforms have changed since 1999, the principles outlined in "33 Ruthless Rules of Local Advertising" are as relevant today as they were then. Car dealers who embrace these fundamentals in their advertising and digital marketing strategies will not only survive but thrive in today's competitive landscape. By understanding and applying these rules, you can create a digital marketing strategy that resonates with your target audience, drives traffic, and, ultimately, sells more cars.

Let's continue to honor the timeless wisdom in Corbett’s book by adapting and applying these rules to the modern world of digital marketing. After all, good advertising is still good advertising—no matter the medium. If you feel your advertising lacks this depth of thought and consideration, Big Time Advertising & Marketing would love to share with you why we are a partnership dealers deserve.

By: Terry MacCauley, Founder & CEO