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  • Maria Lindley

I’m your neighbor, fellow PTA member……...friend.


Sorting through my junk mail, I was about to add a flyer for roof repair to the green bin when something stopped me.


“HELLO, NEIGHBOR!


My name is Kyle “KC” Leinen. My family owns ATX Roofing & General Contracting. I live here in South Austin (78748) with my wife and our two kids. Our youngest is in preschool, and our oldest is a proud Cowan Coyote!”


Instead of merely introducing himself, KC added:


>> his neighborhood

>> zip code

>> kid’s school


Hello, relatable!!


Austin is split into neighborhoods with unique characteristics residents identify with.


Living in South Austin, I immediately identified with KC. That, coupled with “Cowan Coyote,” drew me in and compelled me to read the body copy.


As a copywriter, my favorite part is the last paragraph.


Here’s why:


“Insurance companies give you one year from the date of the storm to file a claim for storm damage. So, after May 24, 2021, you will no longer be eligible for a storm damage claim.”


The first sentence states an insurance claim fact.


Crucial info for homeowners.


The second conveys genuine urgency and a subtle-but-very-real call to action.


By simply stating a fact.


No over-used sales offer or false urgency.


BOOM!





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