How to Improve HVAC Lead Generation Ads on Instagram and Facebook
So we got a hold of this question from a marketer for a HVAC contractor in London, England asking how to improve his meta lead generation ad to get more customers through Instagram and Facebook:
“Will start running this ad for my client in a couple days, here's some background info:
He's an HVAC contractor.
He wants to sell air conditioning to homeowners in this ad.
He's based in London.”
– The Ad –
“Here's the copy for the ad I've come up with:
Are You Looking to Control The Temperature Inside Your House?
The temperature in England has been up and down like a rollercoaster the past couple months.
And who says it’s not going to continue like that?
If you want to feel perfect inside your own home at all times, then this is for you.
Click “Learn More” and fill out the form for your FREE quote on your air conditioning unit.
<Here will be an image of air conditioning he's fitted in different homes>”
This ad reveals the tendency for beginner copywriters to talk to people as if they’re aliens from outer space.
Do you remember how we were taught to do that in Primary school?
It’s one of the worst things you could ever be taught for writing advertising.
Because makes you sound too literal… and a little … out of tune with human life.
See, the best way to connect with someone in an ad is by tuning into the conversation they are already having in their mind right now. For instance, here’s a quick first draft:
“It’s so hot, I can barely focus. I’m sweating like crazy.”
Here’s a quick first draft ad I wrote up to resonate with that conversation through messaging.:
London Home Owners! Is your place too hot in the middle of summer?
Before Mark got air conditioning in his Soho apartment, he had tried everything…
Opening all the windows … but that let in all the noise from traffic and nightlife.
A fan… but that didn’t work too well: “It just blows warm air at you.”
He even resorted to packing ice tightly in a bag, resting it on his belly… but it leaked in the middle of the night. That wasn’t very comfortable at all.
Don’t be like Mark.
See if air conditioning would be right for you. It’s more affordable than you might think. And it’s no good going to work on a smoggy hot British summer day without any sleep.
Click learn more, fill out the easy form, and we will be in touch for a free quote.
————
To restate the importance of all this:
You must step into the conversation that is already going on in their mind.
It’s kind of like you get a rhythm and a feeling for what someone is saying to themselves.
There’s a tendency for newbie copywriters to state the obvious in a headline with “yes yes” sentences that don’t mean anything to anybody.
Remember: People buy from people that really “get” them… that makes you feel understood.
Let people know you have considered their problem or you understand them upfront, and the rest of the advertising copy writes itself.
Sam Terrett
P.S. Next time you ask yourself:
can u do personal injury law lead generation?
or
can u do doggy daycare lead generation?
or
can u do interior design lead generation?
… The answer is, of course, YES. But make sure you get the messaging on point by hiring a marketing company that has got the empathetic side of copywriting down… Speaking of which, if that’s you, THAT is what we specialise in. Reach out to request for a free consultation here:
