SPEC / CONCEPT WORKLOCAL · HVAC · LEAD-GEN FUNNEL
Copper State Air
A transparency-as-product HVAC funnel for the hottest city in America: a $49 tune-up lead-gen hook, an anti-bait-and-switch trust play, and a payment reframe that beats the July bill.
3 ad comps
2 Klaviyo emails
1 strategy write-up
01 — THE BRIEF
The buyer
The Phoenix homeowner dreading the first 115° week and the $39-tune-up bait-and-switch — the tech who goes up the ladder and comes down with a $12,000 ‘emergency’ and financing already printed. They want a straight price and a company that fixes instead of upsells.
The job
Turn a tiny named part into seasonal urgency for the $49 tune-up, win trust with written fixed prices and commission-free techs, and reframe a five-figure replacement as a payment smaller than the July bill.
Three angles
02 — THE STRATEGY
ANGLE 01 · SEASONAL
Capacitor season
A $23 part decides whether your house is 78° or 96° on Phoenix’s first 115° day — and it fails more than everything else combined. The 26-point tune-up catches it first, flat $49 until May 31.
ANGLE 02 · TRUST
Price before screwdriver
The $39 tune-up is a sales appointment with a ladder. Every price quoted in writing first, techs on $0 commission, a photo report every visit — the opposite of the PE-backed mega-chains.
ANGLE 03 · FINANCING
Cheaper than July
Anchor a new heat pump against the one number every homeowner dreads: the July APS bill. From $89/mo at 0% APR, up to $1,500 off old units, 10-year parts-AND-labor warranty.
The work — ads
03 — FACEBOOK / IG
C
Copper State Air
Sponsored
A $23 part decides whether your house is 78° or 96° on Phoenix’s first 115° day. It’s called a capacitor, and in this Valley it fails more than everything else combined — always in the first heat wave, when every company is booked three days out. Our 26-point Summer-Ready Tune-Up tests it, plus refrigerant and coils, for a flat $49 booked by May 31 (reg. $129). No hourly meter, no upsell quota, and a photo report of exactly what we found.
copperstateair.com
Catch the $23 part before June does
Book the tune-up
Comp 1/3 · seasonal lead-gen · 1:1 feed
C
Copper State Air
Sponsored
The $39 tune-up isn’t a tune-up. It’s a sales appointment with a ladder. You know the script: the tech goes up, comes down frowning, and suddenly there’s a $12,000 ‘emergency’ with financing already printed. We built Copper State Air to be the opposite. Every price is quoted in writing before we touch a screwdriver. Our techs earn zero commission on what they find. Every visit ends with a photo report. Family-owned in Phoenix since 2009.
copperstateair.com
Our techs earn $0 on what they find
Get a straight answer
Comp 2/3 · anti-bait-and-switch · 1:1 feed
C
Copper State Air
Sponsored
A 14-year-old AC in Phoenix does two things well: run up the APS bill and pick the hottest week to quit. Here’s the math nobody shows up front. A new high-efficiency heat pump starts at $89 a month — 0% APR for 60 months, OAC — and cuts summer cooling bills up to 30%. For a lot of Valley homes, the payment is smaller than the July spike it erases. Retire a 12+ year unit for up to $1,500 off, price locked in writing. 10-year parts-AND-labor warranty.
copperstateair.com
New AC from $89/mo. 0% for 60 months.
Get your free quote
Comp 3/3 · financing reframe · 1:1 feed
The work — emails
04 — PROMO + POST-SERVICE
EMAIL 01 · PROMO — CAPACITOR EARLY-BIRD
Subject
The part that kills ACs in June is $23
Preview: 26 points, one flat price, a photo report — booked before the first heat wave hits the Valley.
Note: the $23 capacitor is a concrete villain, and the ‘whole Valley books out’ urgency is physical, not a fake countdown.
EMAIL 02 · LIFECYCLE — POST-SERVICE REPORT
Subject
The photos from today’s tune-up (plus one thing)
Preview: Every photo from your 26-point inspection is inside — plus how to be first in line all summer.
Note: the post-service report delivers on the ‘photo report’ promise, then earns the membership with proof instead of a pitch.
05 — WHY IT CONVERTS
01
A named part beats a vague fear. ‘A $23 capacitor decides your summer’ makes the risk concrete and cheap to prevent — a far stronger hook than ‘beat the heat.’
02
Transparency is the differentiator. ‘The quote comes before the screwdriver’ and $0-commission techs directly answer the bait-and-switch every Phoenix homeowner has lived.
03
One anchor reframes the price. Comparing $89/mo to the dreaded July APS bill turns a five-figure replacement into a swap of one monthly number for a smaller one.
04
The report earns the membership. Delivering the promised photos and a fixed price with no upsell makes the Copper Club invite feel earned — retention without pressure.