Know-How Exchange : Copywriting

Hi there...

I do understand what your selling & the objective. However, the tentative tag line you have just doesn't cut it for me. Remember, this is T.V. advertising. The consumer might be doing other things while viewing and/or listening to the ad (eating, knitting, reading, dozing off, channel surfing, etc). Soooooooo, you have to capture attention INSTANTLY!!! Within seconds.

If it were me, I would have a great announcer on board who has a million dollar sales voice.

My tag line might be something like.....

Are heating bills driving you crazy?

Heat your home & slash your bills in half!!!

Introducing the newest heating system to warm your home for just pennies a day!

Something comedic might be.....

Stop dressing like an eskimo in your home to save money!

Fire your utility company. Heat your home better while enjoying the savings!

Keep in mind (3) simple things when doing your advertising;

1. Market - Who do you sell to?

2. Message - Your sales pitch

3. Media - Where your pitch will run

You come up with & tailor your pitch based on the top (3) factors.

This should be enough to give you some ideas. Good luck!

I appreciate your response. Thanks.

They are trying to sell comfort so I don't want to use a hard sell approach. The financial savings is not the main objective.

I want to show more lifestyle with an exaggeration of overdressing to save a few cents.

Thanks for your response.

The message I am trying to get across is that with this unit you CAN afford to have even comfortable and consistent heat with a heat pump. Most people feel they do not have the right to be comfortable in their homes as it costs so much. With a heat pump, you are saving 50% of your energy bill.

If you use oil (as most people in my area do) you have a thermostat in each room. Your bedroom might be boiling hot but your kitchen is cold. That's because its so expensive to use oil or electric so people conserve. Thus my exaggeration.

The dealer says the ductless ones can be placed strategically to distribute the heat or AC evenly.

The duct systems have one thermostat that you set and leave on one set temperature. They claim that it provides consistent temperatures throughout the home.

Have you or the client conducted any qualitative research among the target audience to see how they see and describe the problem? Have you spoken with people who have recently installed heat pumps to see what they say?

If not, you're probably not doing the project any favor by jumping into commercial development just yet.

I would think a testimonial from an individual who has recently converted from oil or gas heat to a heat pump would be a lot stronger than the exaggerated room-to-room variation you're describing.

I've had a bunch of experience with thermal home comfort from the days of marketing insulation, and there are distinct market segments based on psychographics. Also, I think you'll find that the way the house is insulated has more to do with interior thermal comfort than the heat source. You'll need to be careful with claims support.

Thanks for the excellent responses. I guess my idea gets 2 thumbs down.

I have spoken to a lot of people who have bought heat pumps and they say they like the money they saved and the air quality.

Perhaps testimonials is the way to go.One of the client's customers owns a spa and air quality is very important. Also people in modual homes like them a lot too. Now to come up with some sort of creative way to show testimonials(not a big fan of them)
Thanks again.
Paul

Since people are most likely buying heat pumps for savings first and comfort second, make your points in that order: Lower Your Heating Bill & Increase Your Comfort (rather than "always in your comfort zone").