The power of headlines and slogans

I was driving down the road the other day when I saw a sign outside an auto shop that read:

“We fix $99 brake jobs.”


I admit that when it comes to car service, I am nauseous whenever I take my car in because I just know they will find something that needs to be fixed. And I am as cost conscious as the next guy. But in one short sentence, that auto shop reinforced the notion that, when it comes to objects of value, sometimes you do get what you pay for. And I don’t know if I’ve ever seen a better approach to justifying a company’s higher price for the advertised service.

I can pretty much guarantee that this shop didn’t employ a high priced ad agency, PR firm, or marketing group to come up with this concept. Some people are born marketers. But, they certainly could take that messaging platform and develop a wider campaign to generate more business. Might have to stop in sometime.