Once upon a time, on a hot and humid afternoon, my air conditioning unit decided to go on permanent summer vacation. I knew that my home would soon become uncomfortably hot, and an atmosphere of heat-induced stress would descend upon all of those within its walls. I wanted to avoid this at all costs.
I’d like to think I remained calm, steadily picked up the phone, and simply rang the nearest repair man to stop by at their convenience.
In reality, I vomited a string of expletives, attempted to identify the issue myself (like I was even capable), and frantically grabbed my phone to find an HVAC company that knew what they were doing, and wouldn't rip me off.
I consulted the ever-omnipotent Google with an “HVAC near me” search and began scrolling through an overwhelmingly long list of providers. I scrolled and scrolled, looking for something…just something to speak to me. I was looking for a reason to tap “Call”.
On or about the 11th company, I struck gold. “This company is the one!” I quietly proclaimed to my wife.
It was as if the copywriting on their Google My Business listing and company website was written for me. It described who they were, and what they believed in, and delivered a general sense of confidence. Every thought that was going through my head was mentioned. Every concern I had was addressed. Their experience and professionalism were communicated in a way that left me wanting more. I called.
I spoke to a young lady who was understanding, knowledgeable and professional. She took the time to comprehend the urgency of my problem and empathized with me. You could tell that she was well-trained. I immediately liked her and the company. She said they would be out in an hour to diagnose the problem. Score.
At this point, I reminded myself not to count my chickens yet, as the story could change. Sure, their marketing copy positioned them as the best solution for people in my predicament, and my initial conversation built trust, but who knows how the rubber will meet the road when they arrive?
Ding dong. They're here. Let’s see.
The company arrived within the hour, in a clean, well-marked repair van. The technician seemed rather friendly. I eloquently explained the problem. Or more accurately, I expressed my general frustration with the situation. Over the next 30 minutes, he proceeded to determine what the issue was. He presented a plan of action, outlined the associated costs, and sought my approval to move forward.
Let's do this.
He began his work, keeping me informed throughout the repair process, going so far as to show me what he was doing and why it needed to be done. I smiled, nodded, and agreed as if I already understood what that little belt was responsible for in the grand scheme. I had no clue. I was just happy that he did.
Three hours later, the unit was repaired and once again ice-cold joy flowed freely throughout the house. My family was cool and comfortable on a hot summer day.
Having your air go out isn't the most enjoyable experience, However, I was glad I found a home service provider that I could depend on. If I ever have an issue with it again, they'll be the ones I call. They made me a customer for life.
That experience reminds me of two things. Firstly, I think it's time to change my air filters.
Secondly, and more to the point of this blog, effective copywriting will help you grow your Home Services business. Here's why that's true.
Without the copywriting that spoke to my pain of overheating and aspiration of becoming cool again, I would have kept up my search.
As I dove deeper into the company's marketing, if they had not delivered messaging that was informative, reassuring, and educational, I would have never called.
Without effective copywriting, they would have one less customer for life.
Our relationship began and continued to develop through effective copywriting.
Effective copywriting will considerably impact how often your phone rings. If you run a Home Services business, then you know better than me that more rings equals more dollars. If you're committed to growing your business, consider reviewing how your messaging addresses your target customer and the tone in which it's delivered.
If you need some help in your quest, try aligning yourself with an experienced content-writing service. If you’d like to talk about how your messaging could drive more calls, we'd love to chat!
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