About the Client
LadderFree Gutters (name changed upon client request) is a company that installs screens on top of existing gutters to keep leaves, dirt, and other debris from clogging the gutters.
What did they want?
They wanted to generate as many leads as possible in the shortest time. They had a limited Facebook ad budget and wanted to line up as many projects as possible for the early summer season.
My approach to the copy
My objective was to make LadderFree Gutters worry-free gutters. I wanted the reader to know that once they buy, they will never have to worry about the consequences (revealed in the copy) of not having clean gutters.
I wanted to emphasize how dangerous it can be to get on a ladder to clean one’s gutters. But some people think their gutters are working perfectly fine, so getting on a ladder may be unnecessary. Therefore, I made sure the reader knew how much home damage ($$$) can happen when gutters are clogged with leaves, dirt, and other debris.
Still focusing on the money aspect, I wanted the reader to know that weak gutters that are falling apart can look ugly and unappealing to new home buyers. Most people are willing to spend extra money on their house when they are about to sell.
However, most potential customers are not looking to sell their homes and don’t feel a need to change anything about their gutters. But there is still a huge liability if the gutters fall apart and hurt someone. Therefore, I made a point that weak and faulty gutters can fall on neighbors’ children and pets, home contractors, and other guests at home.
Now the reader realizes there is an actual cost ($$$) of the real cost of doing nothing (hospital bills, lawsuits, lost money on a home sale, etc.) that is far above the cost of getting this gutter system.
During my research, I noticed most gutter companies focused only on the features of this type of gutter system. They only scratched the surface when making a solid case for why a homeowner should get this gutter system now. I made sure to answer as many objections as possible.
The Result
The client was super happy with the amount of leads they got. They continue to run this campaign every summer season.
Read the emails and see for yourself! If you want emails like these, contact me directly at Ash@FreshSalesCopy.com