TIL a client's 45-second voicemail taught me more than my $2k retainer

I've been running Facebook ads for a local HVAC company in Milwaukee, last month they showed me this random voicemail from a customer who quoted our exact headline back at me, and I realized my copy was doing the selling while I was just pushing metrics. The before and after was night and day, because I started writing ads that sounded like that voicemail, casual and specific about ductless units instead of generic 'comfort solutions.' Has anyone else ever had a client's own customer feedback completely rewrite their whole strategy, or am I just slow on the uptake?

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the_mary7d agoTop Commenter

So paying two grand just to learn what a stranger's voicemail already knew, huh? At least the ductless units got their moment in the sun.