If you want your marketing to work, you need more than a catchy headline or a big discount. You need a real offer — something your customer actually wants, presented in a way that feels like a no-brainer. I've spent years refining this in my own company, Pest Badger, and here’s where it all starts.

The Dream Outcome

Every good offer begins with the dream outcome. For pest control, it's simple: the customer wants zero bugs. They don’t want to think about ants, roaches, or mosquitoes ever again. That’s the emotional driver behind the sale.

But it’s not just about the dream — it’s also about how believable that outcome is. This is what Alex Hormozi calls the “value equation.”
The more believable, faster, and easier you make it feel, the better your offer converts.

• Effort & Sacrifice: Ideally, they do nothing. No phone calls. Just book online and we show up.

• Time Delay: In a perfect world, we’d show up today and they’d never see another bug again.

• Likelihood of Achievement: We aim to eliminate 90–95% of the pest activity they see. You have to be real about this while still painting the best-case scenario.

I didn’t invent this framework — guys like Hormozi and Dan Kennedy have been teaching it forever — but I’ve tested it in the field, and it works.

Your Headline Is 80% of the Work

Dan Kennedy says 80% of your ad’s success is in the headline. Whether it’s a door hanger, a postcard, or a Facebook ad, if you don’t grab attention in the first few seconds, you’re done.

Think about how you knock a door — you’ve got three seconds before they shut it. Your headline should hit a pain point fast and make them stop scrolling or reading. Make it about them, not you.

• Bad headline: “Family-Owned Pest Control Since 2004”

• Good headline: “Tired of Ants in the Kitchen? We Can Make Them Disappear Today.”

Nail the Offer Structure

The offer itself has to be clear and tied to the outcome. You can do it without discounts. Think: what result are you promising, and how does the customer get there?

Don’t complicate it. Lead with the outcome, tie in your best service, and keep the copy tight.