Can 200-year-old advice change your roofing Facebook ads?
Read on to discover how to write roofing Facebook ads that punch far above their weight class.
“Promise, large promise, the soul of an advertisement.” Samuel Johnson
It’s over 200 years old, but that advertising advice from Samuel Johnson holds today. The greater your promise, the more response you’ll get. And not just from ads. All your marketing could benefit from a large promise.
But that’s not all. Samuel Johnson was a smart guy. He wrote one of the first dictionaries, for crying out loud. But there’s more to an ad than just a promise.
In this article, you’ll learn 4 things you should include in your roofing ads. They’re so simple, yet many roofers overlook them entirely. They are…
- Your promise
- Proof that you can keep your promise
- How you’ll keep your promise
- A call to action.
That’s it. Let’s dive into what that’ll look like…
Quick note: If you want to turbocharge your Roofing Facebook ads, check out the strategies in this article. Use what you learn in combination with what you learn here!
1. How to Create and Make a Great Promise
A promise in advertising works like a magnet. It attracts attention and builds trust. Promises set expectations. They offer something concrete that potential customers can latch onto. When done right, promises create a bond, a commitment that tells your audience, “We understand your needs, and we’re here to meet them.”
Promises work because they cut through the noise. In a sea of ads and offers, a clear promise stands out. It grabs the reader’s interest and compels them to learn more. A promise also sets the tone for your entire relationship with the customer. It’s a declaration of intent. “Here’s what you can count on from us.”
So, what should roofers promise? It depends on your unique selling proposition (USP) and the audience you aim to serve. Let’s break it down:
Cost: If your edge is affordability, make that your promise. “Quality roofs that don’t break the bank.” This appeals to budget-conscious homeowners looking for value.
Efficiency: If speed is your strength, highlight that. “Roofs installed in just three days.” Time-sensitive customers will appreciate knowing they won’t have prolonged disruptions.
Results: Maybe your focus is on durability and quality. Promise results that matter. “Roofs that last a lifetime.” This attracts those looking for long-term investment in their homes.
Speed: If you excel at quick turnarounds, emphasize it. “Fast, reliable roofing solutions.” This reassures customers who need immediate fixes.
Friendliness: If customer service sets you apart, make it known. “Friendly, professional service from start to finish.” This appeals to homeowners who value a positive experience as much as the final product.
Matching your promise to your USP means understanding your audience. Who are they? What do they care about most? A family worried about costs will respond differently than a business needing quick repairs. Tailor your promise to address their top concerns.
Your promise should reflect what you do best and align with what your target market values most. It’s the first step in building a trusted relationship and setting yourself apart from the competition. Make it strong, make it clear, and make it relevant.
Boiling It Down
Now it’s time to cut your promise into a lean, mean, deal-closing machine.
It’s not enough to say “We’re the fastest roofers.” Or to say “We’re the cheapest roofers.” You need specifics. You need detail.
So let’s say your USP is your friendliness. How can you punch that up?
Start by adding a location.
“The friendliest roofers in [Your City].” This immediately connects with local customers who prefer to work with nearby businesses. It gives your promise a personal touch.
Next, make it measurable. “Same-day responses, always with a smile.” This sets a clear, concrete expectation. Customers know they’ll get prompt service and a friendly demeanor.
Detail your friendliness. “The friendliest roofers in [Your City], same-day responses, always with a smile.” This gives a concrete image of your friendliness in practice, making your promise more tangible.
Combine these elements for a compelling promise: “Same-day responses with a smile in [Your City] .” This promise stands out, offering specificity and a clear image of the experience customers can expect.
The same approach applies to other USPs:
Speed: Instead of “We’re the fastest roofers,” say, “Roofs installed in [Your City] within 48 hours, guaranteed.”
Cost: Instead of “We’re the cheapest roofers,” say, “Affordable roofing in [Your City], with transparent pricing.”
Results: Instead of “We build durable roofs,” say, “Roofs in [Your City] built to withstand 20+ years of weather.”
Efficiency: Instead of “We’re efficient,” say, “Roofing projects in [Your City] completed on time, every time, no exceptions.”
Refine your promise with specific details, location, and measurable benefits. Tailoring it to your audience’s needs and your unique strengths ensures that your promise resonates and compels action.
Adding a Guarantee to Your Promise
A guarantee amplifies your promise, turning it into a powerful commitment that reassures potential customers. Guarantees eliminate doubts and provide a safety net for your clients, showing that you stand by your work and are confident in delivering on your promises.
Make it unequivocal and straightforward. For example, if your promise is about speed, your guarantee could be: “We guarantee roofing installation within 48 hours, or it’s free.”
Adding a guarantee transforms your promise from mere words into a solid commitment. It makes it easier for potential customers to choose your services over others.
But that’s not enough. Anyone can make a bold promise, break it, and pocket the cash. No, you need invincible proof that you’re a business of your word.
2. Proving Your Promise
Always, always, always pair your large promise with powerful proof. A bold promise captures attention, but your evidence seals the deal. Proof demonstrates that you can deliver on your promise, building trust and credibility with your audience. Let’s explore the different kinds of evidence you can use to reinforce your roofing promises.
And the greatest proof of all? Testimonials…
Testimonials: The Gold Standard of Proof
Testimonials are the bread and butter of proof. Real stories pack a punch. They resonate more than anything else. Not all testimonials are created equal. You’ve got a few options to choose from.
Written Testimonials. These are your go-to. Easy to gather. A simple quote from a happy customer. You can slap them on your website, flyers, and social media. They fit anywhere. They hit home.
Video Testimonials. Now, these have punch. People see the real deal. A happy customer, talking straight. It’s persuasive. Record them on-site or remotely. Share them on your homepage, social media, and emails.
Google Reviews. Goldmine. They boost your online presence. They sway decisions. Ask your clients to leave reviews. Respond to each one. Show you care. It’s public. It’s powerful.
Social Media Testimonials. Facebook, Instagram, Twitter. Customers tag you. They leave reviews. Share their posts on your pages.
Before-and-After Photos. Visual proof. Shows impact. Post them on your site, social media, and marketing materials. The transformation speaks volumes.
Ask for Google reviews as often as possible. Tag customers in your social media posts. Offer to record video testimonials. And then, place them front and center in your Facebook ads. Heck, you can even use screenshots as the ad creative. You might be surprised by the difference they make in your advertising.
But proof doesn’t end with testimonials. You’ve got more proof options at your fingertips.
Partnerships with Manufacturers
Partnering with well-known manufacturers boosts your credibility. These partnerships show that reputable companies trust your expertise and quality of work. For example, if you’re partnered with a top roofing material manufacturer, highlight it: “Certified installer of [Manufacturer Name] products.”
Statistics
Numbers don’t lie. Use statistics to showcase your success and reliability. Share measurable outcomes that back up your promises. For instance, if you guarantee speed, provide data: “99% of our roofing projects in [Your City] completed within 48 hours.” If it’s about durability, use figures: “Our roofs have a 20-year average lifespan.” Statistics provide concrete evidence that you deliver on your promises consistently.
Awards and Certifications
Industry awards and certifications add another layer of credibility. If you’ve received recognition for your work, showcase it. For example: “Voted Best Roofer in [Your City] by [Local Magazine].” Certifications from industry bodies also demonstrate your commitment to maintaining high standards.
Pro-tip: Use as much proof as you can. Don’t settle for just testimonials. In this case, more is more.
You’ve made your promise. You’ve shown you can keep your promise. But there’s one more tactic you can pull to make your promises more believable. And that’s the unique mechanism.
3. The Unique Mechanism
The unique mechanism sets you apart. It’s the secret sauce that makes your promise believable and your service special. Think of it as the special ingredient that only you offer. This mechanism answers, “How do you do what you promise?”
Take Coors, for example. They didn’t just sell beer. They sold beer made with pure Rocky Mountain water. That unique mechanism differentiated them from the competition. Or remember the iconic scene in Mad Men? They sold the idea of “toasted” tobacco in cigarettes, creating a unique angle that made their product stand out.
In roofing, your unique mechanism could be a specialized technique, exclusive materials, or an innovative process. It’s what you do differently and better than anyone else. By highlighting this, you give customers a reason to choose you over others.
Think about what makes your roofing service unique. Is it a patented installation method? A special type of durable, eco-friendly roofing material? Or maybe it’s your thorough, multi-step quality assurance process? Whatever it is, make it a central part of your promise. This mechanism adds depth to your claims, making them more convincing and compelling.
Your unique mechanism transforms your service from another option to the best choice. It’s not just a roof; it’s a roof with a special touch only you can provide. Use this to reinforce your promise and stand out in a crowded market.
Now, here’s the catch. The mechanism doesn’t have to be unique to you for this to work. You just have to be the first to talk about it.
For instance, plenty of breweries use “rocky mountain water” to make beer. But Coors got there first. And pretty much all cigarette tobacco gets toasted!
So as long as you don’t claim it’s exclusive, talk about your system. Your competitors might use the same thing. But you’re the first one to claim it in your advertising.
There’s only one thing left. And that’s to make a powerful call to action.
4. The Call to Action
The keys to your call to action are ease and speed.
Make action as easy as possible. Offer free quotes or inspections. These no-cost options attract hesitant customers. “Get a free roof inspection today” or “Request your free quote now.”
Offer instant gratification. People want quick results. Provide instant booking confirmations or same-day callbacks. “Book online and get instant confirmation” or “Call now, and we’ll get back to you within the hour.”
Keep your CTA direct and clear. Use strong, active verbs. Instead of “Contact us for more information,” say, “Call now to schedule your free consultation.” Tell them exactly what to do next.
Provide multiple contact options. Some prefer calling, others like online forms or email. “Call us at [Phone Number], fill out our online form, or email us at [Email Address].”
Create urgency and scarcity, but only if genuine. Limited-time offers or seasonal deals work well. “Book before [Date] and get 20% off.” If you’re busy, say it.: “Slots filling up fast for summer installations—schedule now!”
A straightforward, urgent, and easy-to-follow call to action increases the chances that potential customers take the next step. A compelling CTA bridges the gap between interest and action, converting leads into clients quickly.
Writing the Ad
Now the fun part. Let’s try writing an ad that applies all of these principles.
Let’s say you’re a roofing company in Dayton, TN. Your focus is on transparency and honesty. You’ve got some great reviews, and you use CompanyCam to take detailed photos of every roof you inspect.
For the headline, let’s combine a big promise with big proof. Something like…
Headline: “No cost roof inspections from 5-star roofer”
Now for the copy, let’s back up our promise…
Copy: Tired of hidden fees and unclear pricing? At Dayton Roofing, we believe in transparency and honesty. That’s why we offer no-cost roof inspections, complete with detailed photos from CompanyCam. See exactly what we see, and understand the condition of your roof without any surprises.
“Best experience ever! The inspection was thorough and completely free. They showed me detailed photos and explained everything.” – Jane D., Dayton, TN
“Honest, reliable, and transparent. They kept me informed every step of the way.” – Tom R., Dayton, TN
We use top-quality materials from trusted manufacturers and guarantee our work. Recognized as Dayton’s Best Roofer, we stand by our reputation for excellence and integrity.
Summer slots are filling up fast. Don’t wait – schedule your free roof inspection today and discover why we’re Dayton’s most trusted roofing company!
Now we sink it with our CTA…
Call to Action: Fill out our online form to book your free inspection now and get instant confirmation!
BUTTON: BOOK NOW
Conclusion
You’ve seen the importance of making a strong promise, backing it up with solid proof, highlighting your unique mechanism, and ending with a powerful call to action. Now, it’s time to put all of these principles into action.
Remember, your promise is the hook that grabs attention. Make it bold and clear. Use testimonials, statistics, and partnerships to prove that you can deliver. Highlight what makes your service unique and why customers should choose you over the competition. Finally, make it easy for potential customers to take the next step with a direct and compelling call to action.
By incorporating these elements into your ads, you’ll stand out in a crowded market and build trust and credibility with your audience. This approach ensures that your marketing efforts are not just noise but meaningful messages that resonate with homeowners looking for reliable, trustworthy roofing services.
Don’t wait. Start crafting your next roofing ad today. Make your promise, prove your worth, showcase your unique qualities, and call your customers to action. Your next big client is just one powerful ad away.
Now go out there and show your audience why you’re the best choice for their roofing needs. Your customers are waiting – make sure your message reaches them loud and clear.
Want to learn more about roofing Facebook ads? Check out our articles about if Facebook ads suck for roofers and Google vs. Facebook ads!
