When was the last time you instantly decided to make a large purchase because you saw a Facebook ad?
If nothing comes to mind - you're in the majority.If you're not already looking for a car, house, home remodel, HVAC system - seeing an ad isn't going to get you to buy.
So, with that being said, how has Service Allies been able to generate millions of dollars in revenue for remodelers, and tens of millions of dollars in revenue for HVAC companies, remodelers, etc?
Let's find out, and look at how we can use ad copywriting to reach the right customers.
Talk to Customers Who Are Currently IN The Market
Watch This Video on How to Talk to People Already in the Market:
At any given time, a segment of people seeing your ads are in the market for a new HVAC system, home remodel, or other home service. Rather than trying to get people to start thinking about a new HVAC system, you simply talk to the customers who are already in buying mode.
This helps you attract the right crowd, and weed out people who are too early on in the funnel.
Talk to Your Best Customers
In the book "Copywriting Secrets," by Jim Edwards, he talks about "joining the conversation that's already in the customers mind.
"Rather than trying to sell your business and what's so great about you, think about your ideal customers.
What are they looking for?
What do they want to avoid?
How have they been burned in the past?
If your business offers high end, design-build projects, think about the concerns that your ideal customer might have.
"Oh, that last guy who gave us a quote was a little bit slow in getting back to us. Is that what communication is going to be like for the duration of the project?"
"I can't really think of a good design for my kitchen and the last contractor didn't really seem like they would do something unique and special."
You can word your ads to address these concerns:
"Don't settle for a contractor who can't communicate - Go with ABC Remodels for your custom kitchen, and get a professional team who's at the ready and always keeps you in the loop!"
"Need help planning a kitchen that's really unique, and really, well, YOU? See what Mary Jones had to say after ABC Remodels built her dream kitchen..."
On the flip side, maybe your company is better at the kitchen tune-up model.
You sand and paint cabinets, add a backsplash, swap out cabinet hardware, and install a new light fixture.
The best fit for you are going to be middle to lower middle class customers who are thinking "I really hate how outdated my kitchen looks, but I can't afford a kitchen remodel."
You can join the conversation that your best customers are having in their minds - "Hate how outdated your kitchen looks? We can completely transform your kitchen for under $3,000!"
Or, you can run some kind of financing promotion "Hate your outdated kitchen? Completely transform the look of your kitchen for as low as $119 per month!"
The Compounding Effect
The messaging of your ads will appeal to customers who resonate with that messaging. As they stop and read your ads, they'll start clicking, and they'll start filling out their info.
Meta's ads platform automatically optimizes for leads (or clicks, or conversions, depending on how you set up the ad.) It will take your ad, and try to show it to more people who resonate with it.
So if the messaging of your ad correctly resonates with your perfect type of customer, Facebook's algorithm will help you get in front of that ideal type of customer more and more.
Conclusion
It's easy to focus on "what's going to get people to buy?"
"What's going to make people click / fill out their info?"
And while discounts and other promotions do help in some cases, a simple approach is to look at who your company already serves best, and then try to write ads that will appeal to that customer profile.
If you want help building ads for your home service or home improvement company, contact Service Allies today.
