October is the perfect time to talk about things that go bump in the night – especially the ones that still haunt your marketing strategy. While fake cobwebs and skeletons are great for your showroom this season, there are real ghosts that many automotive businesses still need to exorcise: outdated, exclusionary marketing habits that keep women and diverse customers from feeling truly welcome.
The Ghost of “The Car Guy”
For decades, automotive advertising centered on a single character: the Car Guy. He’s confident, mechanically savvy, and almost always male. The problem? Women influence or make the majority of vehicle purchasing and maintenance decisions today. If your marketing still speaks only to “him,” you’re missing the largest and most loyal customer base in the industry.
Exorcise this ghost by rewriting your brand story. Feature real women – technicians, service advisors, or satisfied customers – in your marketing. Show diversity not as an afterthought, but as a reflection of your everyday reality. When women see themselves represented authentically, they trust your business more deeply.
The Phantom of Fear-Based Sales
Another old ghost that refuses to rest is the fear-based sales approach. You know the one: scaring customers with worst-case scenarios about their brakes, tires, or engines to push a quick sale. Women, in particular, cite this as one of the top reasons they avoid returning to certain service centers.
Banish this phantom by trading fear for empowerment. Instead of saying what could go wrong, explain how preventative care helps things go right. Transparency and education turn customers into partners, not prey – and partners come back.
The Poltergeist of “Shrink It and Pink It”
We’ve all seen it – the pink-washed car accessories or overly “feminized” marketing campaigns meant to appeal to women. This poltergeist may have seemed cute once, but it now reads as tone-deaf. Women don’t want to be stereotyped; they want to be respected.
Lay this ghost to rest by focusing on inclusivity, not assumptions. Showcase your business as a space where every driver – regardless of gender, background, or experience level – feels comfortable asking questions and making informed choices.
The Specter of Silence
The final ghost is the one you don’t see: silence. When a company doesn’t actively communicate its values of inclusivity and respect, customers often assume the worst.
The fix? Speak up. Highlight your certifications, community involvement, and staff diversity. Share stories about how your shop supports women, families, and underrepresented communities. A welcoming reputation doesn’t appear out of thin air – you have to summon it with consistent, visible effort.
Moving Forward: Make Inclusion Your Treat
As Halloween reminds us, not every haunting is fun. The good news is that these old marketing ghosts can be banished for good. When your business commits to inclusivity, authenticity, and transparency, you don’t just earn trust – you build lasting relationships with the people who drive your success.
This October, take a moment to check your marketing mirror. Are there any ghosts lingering in your messaging, tone, or visuals? If so, it’s time for a little brand cleansing. Women notice – and appreciate – the shops that make everyone feel welcome, seen, and safe.
Because in today’s automotive world, the only things that should be scary are the Halloween decorations in your lobby.
Ready to exorcise the ghosts in your marketing for good?
Join the hundreds of progressive dealers, service centers, tire dealers, and quick lubes that are transforming their business culture through the Ask Patty Certified Female Friendly program. Learn how certification can help you attract, serve, and retain women customers year-round.