Educate Your Customer to Make Them a 'Lifetime Customer'
"An educated consumer is our best customer." So said Sy Syms in the long-running commercials for his clothing store chain. You want to make sure your prospects have all the information they need to make a purchase and become a lifetime customer. Direct mail — with the right copy and design — can make this happen.
Educating your customer starts with imparting knowledge and facts. It's natural that people respect experts in a field. When their expertise is shared freely with the public, it creates trust. A good example is a home services company like Horizons Services (see in the media player at top right). It regularly mails a "Consumer's Guide For Replacing Your Heater and/or Air Conditioner" to generate leads in the Philadelphia region.
The bullet points on the front cover of the eight-page brochure are all soft-sell: "When To Repair Or Replace Your Equipment," "The Importance Of A System Analysis." Inside, the promised information is presented in a colorful, concise and calm manner. No competitor company is mentioned, and the customer is free to use these tips to hire any contractor.
But having established credibility by providing helpful tips, the pages that follow make a case for hiring Horizon Services. One page describes and shows the training it provides to its employees. Another page uses multiple pictures to illustrate the course of a normal installation day. Only the last page includes special offers (including coupons), and a call to action to its phone number and website.
You don't need to create elaborate mailings to ensure that you can deliver essential information to a prospect. Another contractor, Affordable Water Heaters & Plumbing (see in media player at top right), mails a two-sided 6" x 11" oversized mailer to addresses in Southern California. Rather than simply advise who to call for emergency service, this giant yellow sticker is designed to be applied to the front of one's water heater, and from there, start doing its job.