Continue to run the advertisement.
What more could small business owners ask for? A lot more! The first step in developing their ASA was to determine what customers wanted most from an air conditioning repair company. In the 8 month long Las Vegas summer even a couple of hours without an air conditioner is sheer misery. Customer surveys confirmed their notion – fast service was to be the premise for their ASA.
But everyone else already claimed to have fast service. Some companies even put FAST SERVICE in big headlines at the top of their ads. It wasn’t as if nobody else had ever figured out that being fast was important. The funny thing was that nobody else had ever figured out a way to say it in a way that would allow them to stand head and shoulders above the competition.
The next year they ran a half page ad as usual (no additional expense), but changed the wording to say, “Because we have 58 repairmen on call 24 hours a day to man our 27 service trucks, we can guarantee that your home or business will be cool within 2 hours of your call – or there’s no charge for the repair.” And that was just the headline!
The rest of the ad went on to explain that if the crews were too busy to fix the unit right then or if the repair would take longer than 2 hours, portable units would be brought in to cool the house at no extra charge until the repair was completed.
professional writing services
