2328: TBT: How To Sell Preventative Maintenance

Thanks for joining us for our Throwback Thursday, which ironically, comes from an old Tuesday Morning Ad Clinic webinar that Rich did in 2014. This is an interesting case: An electrician sends Rich a postcard that is intended to scare people into getting their electrical system checked out, because, you know, their house might burn down if they don't. Rich explains that people hate to pay for preventative maintenance, because, well… the fact that their house hasn't burned down yet is a pretty good indicator that the wiring must be just fine, thank you! Then he goes on to explain a better way to make the case that they need to get things checked out. Like Rich always says, "Great copy is the result of having a great idea"… and that's what today's podcast is all about.