Out on my morning walk, I noticed this tagline on the side of a van…

“Making People And Appliances Happy!”

It was a Fisher & Paykel van (they’re a white goods and appliances firm), part of the service department.

Now this might seem a little “cute” (there was a “Smiley” face on the van too!) but it brought a smile even to this cynical marketer and copywriter.

And it seemed to me that someone had “got” what the service department needed to be about.

Because we often talk about getting the emotional benefits into our copy and advertising.  This is a practical example.

After all, when someone needs their fridge or washing machine fixed, being happy at the end of it is a desirable outcome.

Now the hard-core direct response copywriter in me would suggest that a better proposition would be something like…

“When you have a problem with your appliance, we guarantee to be there in 90 minutes or less…”

The “Happy” idea certainly needs to be backed up by some tangible results. Deliver great service and the result is likely to be happy customers.

But imagine the benefits of making the mission of the service department to make customers happy! It’s likely you’d end up with loyal customers and raving fans.

Worth thinking about.