Logos in Restoration Marketing: 2 Proven Paths To Success
Harness the power of logos in restoration marketing and raise your advertising efforts to new heights!
Using logos in restoration marketing is a different way of describing the importance of appealing to the logic of your prospective customers with your advertising. This appeal to reason leads to more water damage, fire damage, and mold damage leads.
The word logic is derived from the Greek word “logos.” Using logos in restoration marketing means appealing to your audience’s intellect, relying on evidence to persuade them to take action.
Ethos, pathos, and logos form the three modes of persuasion, described by the philosopher Aristotle.
A quick example of generic logos would be the following ad for Popchips:
Notice how the numbers are displayed, making Popchips seem a natural choice? That’s the power of logos in restoration marketing!
Enhance your marketing strategy with logic.
The goal of any marketing strategy is to create brand awareness and encourage potential clients to pull the trigger. Restoration marketing is particularly distinct because the clients already own the product and are asking for help in returning it to its former glory after a catastrophe.
Using logos in restoration marketing helps assuage deeply-invested property owners and managers in a home or commercial property. They want their dollars put to quality use, so an abundance of evidence that appeals to their logic helps make the case why your business is the correct choice.
Here’s another example of logos, this time courtesy of Ben Bernanke, former Chair of the Federal Reserve:
“However, although private final demand, output, and employment have indeed been growing for more than a year, the pace of that growth recently appears somewhat less vigorous than we expected. Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households’ caution is understandable. Importantly, the painfully slow recovery in the labor market has restrained growth in labor income, raised uncertainty about job security and prospects, and damped confidence. Also, although consumer credit shows some signs of thawing, responses to our Senior Loan Officer Opinion Survey on Bank Lending Practices suggest that lending standards to households generally remain tight.”
Notice the prevalence of numbers and the mention of important-sounding titles and institutions.
The 2 aspects of logos.
Using logos in restoration marketing involves citing facts, using statistics, and using history to help make your case about why property owners should do business with your company.
For example, a restoration company in Houston might refer to their experience after Hurricane Katrina.
Logos has two aspects: inductive and deductive reasoning. Let’s take a look at each.
Inductive reasoning takes a specific fact and broadens it to create a blanket statement. For example, the home flooded during the last thunderstorm. Therefore, the home will flood during every thunderstorm.
This example demonstrates an incorrect assumption, but there is a lesson we can apply to restoration marketing, one that encourages inductive reasoning in potential clients.
Let’s say your advertisement mentions your company’s ability to repair a roof after wind damage collapsed part of the structure. It includes before and after pictures of the work. Well, people who view that content who need work on their roof for ANY reason will believe, correctly, that your company can also fix roofs that collapse because of snow and ice.
In this way, marketing efforts that depict specific examples can lead to a broad range of client jobs.
Deductive reasoning is the opposite of inductive reasoning: it creates a blanket statement and encompasses the specific. It’s a set of factual statements that build upon each other. For example, mold can grow in excess moisture. Untreated water damage provides excess moisture. Therefore, mold can grow after untreated water damage.
This aspect of logos in restoration marketing shows up in the ad copy. Making general statements like “water damage restoration” can be taken to include every potential cause of the water damage, from burst pipes to flash floods.
Using general statements in your ad copy that outlines your company’s offerings means that you don’t have to include every specific event that can occur. Potential clients can make the correct assumption that your services include anything under the blanket umbrella term.
What is “logos” in simple terms?
In simple terms, logos is the appeal to an audience’s logic. It uses facts, statistics, and historical comparisons to encourage people to take a preferred action, whether it’s purchasing a product or believing in a cause.
Logos, along with ethos and pathos, is part of the three modes of persuasion. In everyday language, logos is logic, pathos is emotion, and ethos is authority. These three aspects are common to use in speeches, but they show up in advertising as well.
What is an example of “logos?”
A quick example of logos is any statistic you can think of, such as “9 out of 10 dentists agree.”
The advertiser hopes to appeal to the audience’s intellect by using concrete numbers, cultivating the desire to purchase the product.
Using logos in restoration marketing.
The goal of using logos in restoration marketing is to create a scenario where the potential customer cannot dismiss your offer.
Include these three key elements of logos in restoration marketing:
- An understandable depiction of facts
- A logical path from advertisement to purchase
- Specific evidence about why you’re the best choice.
An understandable depiction of facts can be an easy-to-understand graph, simple numbers on your ad copy, or a useful metaphor. “10+ years of experience” or “Don’t be left out in the cold!” are helpful examples for your ad copy.
A logical path from ad to purchase could be as simple as mentioning how your free estimate means the client stands nothing to lose. This example is a logical statement that encourages potential customers to take action.
The best specific evidence to use is your prior experience with restoration projects like what your client faces. The number of previous similar jobs, or pictures of completed work, provides property owners searching for restoration professionals plenty of evidence as to why your company is the best choice.
Your restoration company deserves the best!
Logos boiled down to using logic to convince even the most cynical viewers of your advertisements with your evidence’s quality. It draws upon the two forms of reasoning, inductive and deductive, to convince property owners in need of your company’s merits.
Logos in restoration marketing uses these concepts to gain water damage, fire damage, and mold damage leads. Providing easy-to-digest facts, figures, and history helps make a case for your company, creating a situation where potential customers can’t say no.
If you are a restoration professional with questions about your marketing strategy and the role of logos in restoration marketing, reach out to us via our contact page. We’d love to hear from you!