One particular dDaniel client added duct cleaning to his HVAC company and was advertising it aggressively with dismal results. Consumers didn't understand the benefits of duct cleaning, and typical advertising wasn't working.
Our client had a customer who said she didn't need duct cleaning, but he knew two things that changed everything: 1. She had pets, 2. Her husband smoked. He asked her permission to remove a wall register. He stuck his hand into the duct work and said, “It felt like a head of hair!" The headline in our new advertorial ad (an ad that looks like a news story) read, “Local Homeowner Finds Head of Hair in Duct Work". The phone rang off the hook.
Consumers of newspapers, magazines and the internet select headlines of interest. The advertorial is an excellent way to tap print and digital. Click on my video for the rest of the story.