I’m developing a business plan for a new business and am looking for an ad campaign/marketing angle for 30 second radio spots.

Our company will sell categorical listings of construction/repair companies whom we have pre-screened, and whose work we determine to be consistently above average, to homeowners and business owners who are actively looking for someone to hire. The price of a listing is still being considered, but we thinking they’ll start below $30 for the cheapest categorical listing (probably be handyman/small jobs and repairs) and could top out around $100 for the most expensive listing category (maybe home building/extensive remodeling general contractors).

The benefit of using our service will be that customers are not shooting blind and gambling with an important decision and a major investment. The company’s working name is Bravo Company – Independent Referral Service.

I’m looking for an ad/angle that appeals to people who
a) try to be careful with their money
b) realize that there are good contractors and bad contractors out there
c) are trying to get the best work for the best price
d) cannot afford to pay for the premium, top-of-the-line contracting companies

I know that many times people find good contractors through word of mouth, but sometimes they can still be hard to find. Also, our company follows contractors through job after job to evaluate their usual results, whereas word of mouth referrals are generally based on one or two people’s experiences.

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Jay’s Answer:

Child’s voice:
Eeny, meeny, miny, moe.
Pick a contractor by the toe.
If he hollers let ’em go.
My mother said to pick…

Voice over:
No clue on who to hire for your next home repair? Bravo eliminates the guesswork. Our pre-screened contractors will save you time and money, and most of all, worry. Call 1-800-555-1212.