I like this headline. The PG-rated double entendre makes me smile. But before I can nod in agreement with the sales proposition, the last word in the second line hits me like a five-ton compressor dropped from a ten-story building.
Here’s the disconnect. Most consumers (including the men this ad targets) are not HVAC diagnosticians. When the AC quits working, we don’t know if it’s a major problem or a minor one. We do know this: we don’t want the expense of replacing a unit that can be fixed.
But this advertiser, apparently, is not interested in repairing systems. Regardless of the problem’s magnitude, the copy suggests I’ll be writing a big check. Ouch.
A clever headline may get attention. But it should lead to a common-sense conclusion. When I sense a shakedown, I recoil. Wouldn’t you rather know whether your AC can be fixed before you decide to replace it?
Wordman’s Assessment: A near miss. Fix the copy by replacing the word replaced with fixed. Or change the second line to read: Is it time to replace the AC? (Picayune type correction: “is” needs an initial cap).