Question

Topic: Copywriting

Good Way To Say It Needed

Posted by Anonymous on 8/16/2012 at 10:23 PM ET 125 Points
Another business in our small town is closing. They share the same first name with us (we bought out one of their companies years ago and kept the name). Example: one company is Best Electric, one is Best Heating. Best Electrical is closing. Best Heating (my company) is not. Because we share the same "first" name, a lot of people think we are closing. Can you think of a short, to the point, catchy message that communicates we are different, still in business, and not retiring any time soon?
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RESPONSES

  • Posted by Gary Bloomer on 8/16/2012 at 11:12 PM Accepted
    You don't need "catchy", you need targeted:

    Line: Best Heat: Still In Business and Ready To Meet Your Needs

    This keeps things positive, it tells people what you'll do, and it ignores the issue of the closing because it's not relevant to your future as a service provider.

  • Posted by Gail@PUBLISIDE on 8/16/2012 at 11:51 PM Accepted
    We are still BEST. In Heating.
  • Posted by CarolBlaha on 8/17/2012 at 12:26 AM Accepted
    Mostly co's in your position say somehting like "we aren't leaving" , or "Still serving you after x years". Your message should be exactly as you identify. You are still here. Just you actively advertising will put you in the spotlight. Turn this negative to a positive. Right now, when someone hears your message they'll say "oh didn't they close?" And they will actually hear it now, more than if the other company wasn't closing.
  • Posted by Jay Hamilton-Roth on 8/17/2012 at 6:00 AM Accepted
    Instead of trying to say "we're not going out of business" (and reinforcing the link between your two companies), focus on what's new/special about your company. Basically, if you ignore the name confusion and focus on a key benefit you're providing, you'll convey what you're really after - more/new clients.
  • Posted on 8/17/2012 at 9:10 AM Author
    Simple, straightfoward, and excellent advice! I am putting those ideas into my marketing right now...
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