Someone in my office just signed a guy who does LusterStone. He tied him in heavily to our website with rotating banners and buttons which actually show the procedure and improvement of the product. A picture is worth a thousand words! and profit, too.
George,
Sit the client down in front of a microphone...ask him why people call him, what do they say about the job when it's done, ask for some customers who would do a verbal testimonial...Edit the responses into one to three ads with appropriate announcer lead in and closes...in other words let the client tell their story..listeners love stories. Be sure they run often and run all summer..doesn't matter if the target is a residential or commercial customer..they all listen.
I'd tell the client you can create these spots for $150. (Or whatever.) If he likes them, then apply the money toward the buy.
The amount of work involved in editing, writing the wrap-around and getting the timing right is pretty steep. Unless you're blessed with a lot of production rooms manned with skilled pros, it's going to cost the station money.
