Any company that has inventory to move needs strong copy.
Because copy isn’t just words on a page – it’s persuasion. It helps your customers understand your products better and guides them to take the exact action you want, whether that’s clicking, calling or buying.
So how does that work for forklift dealers?
First, we’ve got to clear up a common mistake.
A lot of writers – even me in the past – confuse a brand with a dealer.
And when that happens, dealers get positioned the wrong way in their marketing. And once you’re positioned wrong, every campaign you run feels off. Ambiguous. Unclear. Ineffective.
Here’s the deal:
- A brand is a name. Their positioning is based on the product.
- A dealer is a company. Your positioning is based on your values.
That means you, as a dealer, can’t position yourself as “The Best Royal Forklifts.”
You don’t own the brand. You don’t build the forklifts. And if a customer complains about a defect, all you can say is “the manufacturer made a mistake.”
That doesn’t fly. Not when someone drops tens of thousands on a forklift.
So how do you position yourself the right way?
You anchor yourself in your value.
Instead of claiming you sell the best forklift, position yourself as:
“The top-rated aftersales support for Royal Forklifts in Australia.”
Now that hits different.
Because your value is the service you bring to the table – before, during and after the sale. Customers care about that.
Someone might be across the state, but if they know you’ve got the best support in the game, they’ll come to you. Forklifts aren’t cheap, and buyers don’t want to take a risk, even if you throw in a one-month warranty.
Why?
Because people know those warranties have fine print. They know the seller might try to dodge responsibility. And no one wants to deal with that mess.
So what do buyers really want?
- Great service
- A strong offer
- A unique value that makes them feel safe buying from you
Not “30 years in the business.”
Not “certified dealer of XYZ.”
They want a great product and a trusted partner to stand behind it.
And if your copy can communicate that clearly, you’re not just another forklift dealer.
You’re the one buyers remember.
This is where strong copywriting comes in.
Good copy helps you:
- Nail your positioning
- Highlight your unique value
- Craft messages that resonate with real forklift buyers
If you want to position your forklift dealership like a pro and stand out from the sea of “just another dealer”, then book a meeting with me.
Let’s have a chat tomorrow and get the ball rolling.
Because remember – people only remember your name for one thing you do great.
Otherwise, you will be lost in the “there’s a forklift dealer there, but I’m not sure if he’s good”.
Let’s make sure this does not happen, and people remember you for that one thing that is worth remembering.
Book a meeting here.
