Competitive comparison brochures for Toyota dealer networks, covering RAV4, Tundra, Tacoma, and Sequoia against Ford, Chevy, and Nissan equivalents. These weren’t marketing fluff — they were sales floor reference materials used to train dealer staff on how to position Toyota vehicles against specific competitive threats.
Role: Contract copywriter (via agency) Audience: Dealer sales teams, regional training managers Use Case: Sales enablement, competitive positioning
The Work
Each brochure followed a tight format: key advantages, challenger highlights, spec-by-spec comparisons, and talking points that addressed the most common customer objections. The goal was to arm salespeople with facts, not spin.
The RAV4 vs. Escape comparison (linked below) is representative of the format — designed for quick reference on the sales floor while still being detailed enough to answer spec questions.
The Catch
During the 2015 Tacoma pre-launch review, I flagged a cargo dimension discrepancy between the source specs and the final brochure copy. The error had made it through multiple rounds of internal review.
The fix took ten minutes. The print run it prevented would have cost six figures.