Denny's Zinger: Would You Trust These People?
As an old junk mail maven, I am always fascinated by official-looking pitches from strangers.
Just before Christmas I received a white envelope with the following teaser over the big window:
IMPORTANT INFORMATION REGARDING YOUR WATER SERVICE LINE
I slit the envelope and removed an elegant piece with my address on it.
[See the first image in the media player.]
I unfolded it to find a promotion piece, signed by the CEO of something called HomeServe.
[See the second image in the media player.]
As the homeowner at 310 Gaskill St. you are responsible for the maintenance and repair of the water service line on your property. Repairing a broken line could cost you thousands of dollars without coverage.
Cutting to the chase:
Annual Benefit: $6,000 annually/$3,000 per call (2 calls/year)
30-day wait period with a money-back guarantee
Monthly Rate: $5.49
- I have never heard of these people.
- Would they pay a claim? How fast—if at all?
- I resented the disclaimer: 30-day wait period with a money-back guarantee
Translation of the above: Our lawyer says not to trust you. You may be a dirtbag with a busted pipe and no money to fix it. We don't want to take a chance on being screwed by someone like you.
I passed on the opportunity.
Takeaways to Consider
- Always include your bona fides.
- Enclose a news clipping about a homeowner whose waterline broke and it cost $3,000 to repair.
- Include testimonials from happy customers.
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Question: why didn't you write this book 27 years ago when I started my company and wrote catalog number 1? —Ira Hoffman
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