Avoid the user manual approachHow to entice younger workers to appreciate pensionsBy Annie Massey02/08/2010|Canadian HR Reporter|Last Updated: 02/03/2010 Car buyers get excited about many things: Stylish curves might appeal to a 20-something man, the ability to transport an entire hockey team might appeal to a 30-something mom. Even if people can’t afford the car of their dreams, they consider all available features before buying. But no one ever fell in love with a car by reading the user manual — it’s the glossy brochures, YouTube clips and car shows that draw people in.This is not to deny the supreme importance of having a user manual in the glove compartment — car owners should never be without one. Just don’t rely on it to make the sale.To convince potential car buyers to part with their hard-earned cash, advertising and marketing professionals conduct research to understand the wants, needs and price point of the target buyer. Then they design an appealing campaign that sells more cars. To Read the Full Story, Subscribe or Sign In Remember Me Forgot Password If you are a current Subscriber, please click here to set-up or update your login information.