Is your mechanic honest? Find out!
1. Adds F.U.D. (Fear, Uncertainty, Doubt). The reader now is going to question themselves, “Is my mechanic lying? Is he over charging me?” It’s a great way to help the prospect be more open to what you’ve got to say.
2. Implied Credibility. Asking tough questions make you look like the good guys just trying to look out for the little guy, “We just want to make sure you’re OK.” If we’re asking if your mechanic is honest, then we must be honest. They are now positioned as the “Consumer Reports” of auto repair.
3. On “my side”. The fact that this company is asking this question, puts them on the same side of the table as the prospect. Now their mechanic is the “other guy” and is now on the other side. We’re now buddies locked arm-in-arm to double check to make sure “those guys” are honest.
4. Clear CTA (Call to Action). Find Out! Simple, even a little private investigator-ish. “Yeah! I’d like to know if they are lying. I’ll bet you there are some dirty little secrets they’ll be able to tell me.”
5. Purple Cow. You Must Stand Out! They are certainly making themselves standout with this statement. They are the keep-em-honest guys.
Reality check: These guys are no different than any other auto repair shop, but they position themselves as the place to find out if your mechanic is trying to screw you. Of course, if you don’t have a regular mechanic that you go to, might as well choose the guys who are the “consumer reports” of auto repair in the area. Great positioning. If you have a mechanic, might as well check these guys out, and confirm that they are on the up-and-up.
Warning: If you make this type of positioning statement, you had better stand behind it and deliver. If you don’t people will work hard to expose you. So deliver on the implied promise of Honest/Fair.
No Job Too Big/Too Small
Overcoming Objections. Nice touch. A good possibility that the prospect is asking some questions to themselves, “But I only need my oil changed, probably not worth your time.” Or maybe their car is missing the engine and 3 of the wheels, no problemo, “No Job Too Big, we can help”. This, in a round about way, says “We want you.”
Call For Free Estimate
They blew their credibility here. Why? Now you see through their thinly veiled marketing techniques, they want you to come in and get an estimate for repairs. No thanks.
I’d recommend changing this to “Call Now to Find Out!” This keeps the intrigue in the mind of the prospect: “Is this some sort of auto reporting agency? Maybe they have a report, or some secret behind-the-scenes info…” They’ll still be getting an estimate, but the more important thing is to: get them to call!
What are some other messages you see contained in here?