Whether online or print, a newsletter or magazine story must quickly convey to its readers that they will benefit for reading it. It is a narrative that is designed to inform, and possibly entertain as well.
Sample Magazine Story
Many parents are sad to see the day when their child leaves home for college, but not the Floyds. Derrick and Angie jumped for joy, high-fiving each other as they watched their eighteen-year-old daughter Lindsey pull out of the driveway, headed to Auburn University for her freshman year of college. Rather than a moment of melancholy reflection followed by tears, Angie exclaimed, “I am so glad to see her leave!”
Lindsey was college-bound and driving her new 2011 GMC Terrain to Alabama, not knowing when she would return home for a visit. Although ranked by Consumer Reports as one of the top vehicles in its category, based on safety and performance ratings, fuel economy, and reliability, there was another piece of information that drove Derrick and Angie’s decision to consider and purchase this new car for Lindsey upon high school graduation.
As a subscriber to Consumer Reports magazine and online resources, Angie turned to Consumer Reports website to review the features, safety ratings and pricing for a wide array of vehicles she thought might be an appropriate new car for Lindsey. It was a caption on the home page of the Consumer Reports website that caught her attention. Could an auto-buying service provided through a wholesale buying club such as Sam’s could really simplify the process of purchasing a car and save her money? Sam’s Wholesale Club was located just around the corner from the Floyd’s home, but Angie had never bothered to become a member. As an educated consumer she had interest in saving money, but there was no room in their home to store items sold in bulk. However on this day, she quickly began to review Sam’s Wholesale Club website for a detailed description of all its membership privileges, including an auto-buying service offered to its members.
Most consumers cringe at the thought of buying a car, whether new or used, and consider it to be costly, time-consuming and stressful. Not only is the process of comparing makes and models with similar features confusing, but the process of negotiating a price for the vehicle is a daunting task filled with frustration. Online media sources are not the only form of media communication educating consumers about the advantages of using an auto-buying service for the purchase of a vehicle. Real Simple magazine is a popular publication read by well-educated, affluent women, ranging in age from mid 20’s to mid 50’s, who are interested in finding simple solutions to life’s common challenges so that they may focus their time on things that truly matter.
An article highlighted in the June 2011 publication of Real Simple magazine reports, “the difference on average between the invoice price of a car and what the dealer is likely to agree to sell it for, is about $3,000.” Rather than posting the actual price that the dealer is willing to sell the car for, a higher sticker price is posted and car salesmen seem to enjoy haggling the consumer over the price. The article uncovers a little-known benefit offered by many wholesale buying clubs such as Sam’s. There are many services that exist to provide information and educate consumers about products and available services to help them to shop smarter and save money. In particular, several offer an auto-buying service, and can typically help save $1,000 to $4,000 on the purchase of a vehicle.
Within a market where a Sam’s Wholesale Club is located, Sam’s selects car dealerships with a reputation for excellent customer service, a wide selection of vehicles, and who agree to offer a special, discounted, no-haggle price to Sam’s Club members. It is a simple process. Sam’s Club members contact Sam’s Auto-Buying service, providing information on the vehicle of interest; the vehicle may be new or used, on the dealership lot or a factor order. Sam’s Auto-Buying service contacts the Sam’s Club representative at the dealership with the vehicle sought and the Sam’s Club member contact information. The representative then contacts the Sam’s Club member who will show him the vehicle and offer the bottom-line “Sam’s Club member price” with no further negotiation.
Participating dealerships include new as well as used inventory in their partnership with Sam’s Auto-Buying service. If the dealer does not have the desired vehicle on the lot, the representative will check with other dealerships and may be able to order from the factory, offering the same price as if selling the vehicle off their lot. Pricing is available online through the Sam’s Auto-Buying service or at the dealership. In addition to assisting with the vehicle purchase, Sam’s Auto-Buying service also includes assistance with vehicle trade-ins, discounts on car service and repairs, as well as automobile insurance.
Sam’s Wholesale Club offers membership to individuals for only $35 per year. Angie quickly joined Sam’s Club and saved $3500 on the purchase of Lindsey’s new car by using their Auto-Buying service. Becoming a Sam’s Club member was a wise decision. By utilizing Sam’s Auto-Buying service, Angie was assured of purchasing a new vehicle for her daughter, at a fair price, without the hassle of facing a fast-talking, conniving, vulture of a car salesman with slicked-back hair.
The process of purchasing a car through Sam’s Auto-Buying service was a positive, rewarding experience with significant cost savings. Fear of the unknown and their daughter beginning the next chapter of her life in college was overshadowed by the joy and relief the Floyds felt knowing that she was driving 250 miles to Auburn in a new, reliable vehicle, and they had saved several thousand dollars in the purchase process. Although their money might be tied up in college tuition, it would not be tied up in the price of her new car. The Floyds were ecstatic!
References:
Holmes, Tamara. Auto-Buying Services, Real Simple magazine, June 2011.
Car Buying Advice retrieved June 13, 2011 from www.consumerreports.org
Sam’ s Club Auto-Buying Program retrieved June 25, 2011 from www.samsclubauto.com
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