No pain, no sell.  The ad clearly communicates the problem that Angie’s List solves. 

The pain point is one that most people share when considering outsourcing work.  Do you trust the people you’re bringing into your home? 

If you hire without first consulting Angie’s List, you risk having to spend additional time/money/emotional distress to clean up a botched job.  No one would voluntarily sign up for a headache, so no one should be caught without Angie’s List.  Well done.