Phil Risher says "free estimate" is too vague to work. Instead, offer something specific like a "free 24-point inspection" that gives customers a real diagnosis of their problem. A concrete result beats a generic promise.
If every sign in Vegas said free entry, no one would stop. So why does your ad say free estimate? Not only that, but just even the way that it sounds, like if you just say free estimate, everyone else has free estimate. Like what's your differentiator? Why not put like a free 24-point inspection to figure out blah, blah, blah, blah, blah. At the end of this, you'll have a document that's going to show you exactly what's wrong with this thing. Give them the outcome that they want. They don't want a free estimate. They want to know the problem that they have. So give that solution to them.
