Educate Your Customer to Make Them a 'Lifetime Customer'
On the left side is a list of things to look for to avoid trouble. Most of the remaining surface area tells the prospect what to do when an emergency arises, and in California, the danger includes earthquakes. Helpful arrows point to vital parts of the water heater and its connections. This diagram allows the homeowner to assess any problem as well as describe it to the company, whose many local phone numbers are listed across the bottom of the sticker.
Other ways to deliver information and build trust include newsletters, tip sheets, case studies (via email), or sharing articles and reviews. Whatever the particulars are, be sure to create a dialogue with your current customers as well as prospects, so that you can always provide them what they want to know ... and be there when they want to buy.
Paul Bobnak is the director of Who's Mailing What!, the most complete library of direct mail and email in the world that just relaunched on April 12. Visit www.whosmailingwhat.com to learn more. Paul can be reached at email@example.com.