What’s wrong with this advertisement? From my marketing strategy perspective, it’s focusing on their service and not the benefit to the prospective consumer.

How many property owners think about their sewer pipes? Why would they? Sewer pipes are something are “out of sight/out of mind” and seldom fail.

So, how should the plumber advertise this service?

First, let’s figure out the basic marketing strategy for this plumber:

For local property owners
who need problem-free plumbing
we inspect sewer lines
to prevent unpleasant surprises
unlike traditional plumbers that only fix the mess
our offering is a free consultation/estimate/second opinion/video inspection.

Now, let’s rewrite the headline, “Do you really know what’s in your sewer pipes…and if they leak? Do you want to know?” Here are some options:

• Homeowners: Prevent A Sewer Catastrophe! [key words are: homeowners (who), prevent/catastrophe (pain), and sewer (what)]
• Is Your Plumbing About To Explode? [key words: plumbing (what) and explode (pain)]
• How’s The Health Your Older Home’s Plumbing? [key words: plumbing (what), health/older home (pain)]