Jeff explains how HVAC companies use symptom-based articles like "Why is my air conditioner blowing warm air?" to capture customers searching for solutions. Each article works like a billboard: it answers the question and includes an embedded offer for a tune-up or service call, turning the visitor into a lead.
What if— and we're going to stay with that, that air conditioning company— what if on Anthem Heat and Air Conditioning, which if you went there, it is there, there's an article about why is my air conditioning blowing warm air? There's also one in there, why is American— or my heater blowing cool air? And let's say I saw that and I went to their website. What probably happened in my world that made me want to even research that. I probably turned on my heater or my air conditioning, and the air coming out of the vent was not like it's supposed to be, and I don't know the answer. So I Googled it, or I went to ChatGPT, and it gave me that reference, and I went to that website, and I'm reading it. Guess what? Each one of those articles, that piece of content that you use to attract customers, is— can now be used to convert customers. Because guess what? I'm gonna— I'm going down the road, I say, oh geez, my air conditioner not blowing, or is not blowing cold air. I read that article, and now guess what's on that article? Oh my gosh, there's a coupon for a tune-up, or there's a coupon that says, hey, is your air conditioning blowing cold air? You want us to come check it out? And maybe there's an offer there. Now, do you think that billboard is one that's going to get my attention? Excuse my expansion— expression, but hell yeah, it is, because it's going to solve my problem, right? It gives me that next thing. So that's how you use content to convert.
