Yesterday I wrote in response to someone who googled “Tim Miles – 10 Basic Steps To Ad Writing.”
Small world. Turns out it was an old friend of one of my clients who said he should look me up for answers to questions about ad writing. My client’s friend is in the home services industry and since I respect the bejeebers out of my client, I gave my his friend some additional advice. Since it’s been a great week for our company, I’m going to give it to you, too.
Here’s what I wrote to my client and copied his friend (I removed their names):
Ha! This story made my day, A. Hi J… I hope you found the list at least a little helpful (even though I admittedly took your query and tried to use it to illustrate that ad writing is darned hard).
As someone who works with more than a dozen home service companies across the US and Canada, I will tell you a couple other things that really matter…
As you know, on a scale of 1 to 10 on the importance meter, your company’s a -25 until someone needs you, then you suddenly become a 10+. That’s why it’s critical for you to position yourself as the company that people think of AND LIKE when a need arises.
As you also know, in home services, customers do business with companies/people they know, like, and trust to have in their homes. So, to that end, you’re selling not only the problem you solve but your likability and trustworthiness.
I’m attaching something I’ve recently started producing for clients called a Copy Bible (a concept first introduced to me by my mentor, Roy Williams). It’s like a style guide for words a company uses to tell its story. I’ve deleted anything related to any of our clients and left the foundation for you. Fill out the rest yourself. I think you’ll it helpful. I hope so.
Any friend of A’s is a friend of mine. Best of luck to you, J.
And, as readers of The Daily Blur, you’re our friends, too. We hope you find it helpful. Best of luck to you as well.
Have a great weekend.