Bryan's Idea of the $49 Drain Clean

[spodelee]

Ok, attached is a draft of a post card that I am planning on mailing over the next year. I will probably buy about 100,000 of them and send about 8000 per month via direct mail.

This idea is pretty radical, but I see this as a better option than a loss leader drain clean.

Just remember one thing - THE CARD IS WRITTEN FOR WHAT MIGHT BE IMPORTANT TO THE CUSTOMER AND NOT TO YOU, A PROFESSIONAL PLUMBER!

I'm standing ready, eyes shut and ready for the fallout. Give it to me - what do you think? (Oh, damn, I'm nervous) ... no forget it.... oh heck, alright, fire away...

[tinmack]

I'd probably bite........then I'd kick you out before you found any other problems:D:D

[Service Guy]

You seem to be one of the most intelligent businessmen on this forum. I myself look up to and have benefitted from your ideas. Obviously you put a ton of thought and effort into this idea, and it will likely pay off exceedingly well for you.

I put a crapload of thought and effort into my marketing campaign this year, and yes it is now coming to fruition. My schedule went form part-time start-up business to full-blown working 6-7 days/week currently, to the point where I am now contemplating hiring someone soon. Ye shall reap what ye sow.

Good luck brother.:clapping:

[tinmack]

You seem to be one of the most intelligent businessmen on this forum. I myself look up to and have benefitted from your ideas. Obviously you put a ton of thought and effort into this idea, and it will likely pay off exceedingly well for you.

I put a crapload of thought and effort into my marketing campaign this year, and yes it is now coming to fruition. My schedule went form part-time start-up business to full-blown working 6-7 days/week currently, to the point where I am now contemplating hiring someone soon. Ye shall reap what ye sow.

Good luck brother.:clapping:

I agree. Well done, eye-catching, simple terms that appeal to the simple homeowner.

Everybody worries about the sink and the toilet, two things prominent in the flyer.

[Aaron91]

I'm just curious what your 20 point water heater tune up includes?

and I know you wanted a more homeowner type of mindset...

[cpw]

Ok, attached is a draft of a post card that I am planning on mailing over the next year. I will probably buy about 100,000 of them and send about 8000 per month via direct mail.

This idea is pretty radical, but I see this as a better option than a loss leader drain clean.

Just remember one thing - THE CARD IS WRITTEN FOR WHAT MIGHT BE IMPORTANT TO THE CUSTOMER AND NOT TO YOU, A PROFESSIONAL PLUMBER!

I'm standing ready, eyes shut and ready for the fallout. Give it to me - what do you think? (Oh, damn, I'm nervous) ... no forget it.... oh heck, alright, fire away...
The aerator/yuck check doesn't seem to have much value. The water heater check does have value because you can't do it yourself. The AC check also has value, and the combination of those two at your price seems like a great value.

[Masterplumb]

Very well done. Did you write it yourself or do you belong to a trade group like psi, csg, airtime 500 etc. I use to work for someone who belonged to a trade group and got all copyrighted materials similiar to that. Again very well thought out.

BTW what is included in the 20 point wh inspection?

[DuckButter]

Spode, I could easily point out the impressive aspects of the mailer.
I don't think thats what you're looking for...
In all honesty, I'd make it shorter, get the major points right out in the open at the very top.
I hate to throw Jack at you, but he made some very good points on his description of a good mailer.
You want to get your point across before the reader gets the urge to toss it in the can....imagine your mailer coming in with a large batch of junk mail.
You want folks to see something they want, rather than chaulk it up to the rest of the junk in the mail & toss it out.

Get their attention with colors or pictures, show your number right up front, and give them a reason to put it under the fridge magnet.

Not one word of what I said is from a plumbers perspective...all from a guy that gets a boat load of junk mail daily.

[Service Guy]

I agree with Mark. Its a great idea, but it needs some eye-popping design modifications. Make it jump out of the paper and grab your customer's attention!:idea2:

[cpw]

Get their attention with colors or pictures, show your number right up front, and give them a reason to put it under the fridge magnet.
Thats a really good point. The "coupon" aspect of it should probably be in a dashed box with some dollar value in big letters. I usually read the coupons to at least know what I'm throwing out before I do, and if it is a business I've used before may keep it "just in case."

[gear junkie]

I showed this to my wife and she says she lost interest in the first paragraph, too many words she says. She said keep it short and sweet.

[woodenstickers]

I agree also. I think it is well written and I love the premise, but then I like to read and was interested already.

I thought about the few times over the last couple of years that those mailers have actually worked on me. One was an oil change/tune up coupon that ended up getting a lot of business dollars from me over the next few years. I bought tires, oil changes and tune ups from them. I since found out I get better prices and service from a much closer place--but not until that first one was closed on my day off.

They had big coupons and headings (goodyear) but not much more on their adds. That is what caught my eye I guess.

The others have all been restaurants I think, a different thing because they probably just benefited from my hunger more than their layouts.

I am taking a sales course right now and we are learning a TON of product information. One thing they keep telling us is that even though they want us to know everything we will not be telling the customer anymore than we think they want to hear. With some people price, others service and others product. Those add up to value but for each customer there is a different importance on each. You have given a good accounting of each in your mailer, but maybe more than needed. Hit them all very briefly and very hard and I think you will have the best chance of staying out of the dust bin.



Eli

[PLUMBER RICK]

lee, i can't come up with 20 things off the top of my head to check on a water heater.

but i will try:D

1. proper operation of cold water shut off valve.

2. condition of flex connectors, unions, piping.
3. gas valve and flex condition/ soap test

4. venting condition and flue gas test.

5. combination pressure/ temperature relief valve is installed don't dare test it unless you plan on replacing it.

6. seismic strapping

7. hose bibb / drain not dripping.

8. flush water heater.

9. cycle gas valve for proper operation and possible temperature test.

10. i can't see checking the dip tube or anode rod:confused:

11. inspect the combustion chamber on non fvir heaters.

12. check proper clearances to combustibles

13. vent is properly screwed to draft diverter, and each other on single wall.

14. smitty pan clean.

15. location of smitty pan and prv drain.

16. pressure check.

17. recirc. pump noisy, timer?

18. clean fvir vent screen.

19. check date of manufacture

20. put your sticker on it:D

i clean aerators all the time. i guess i never have charged for cleaning them? sure if i spend 15 minutes going around and disassembling an entire 5 bathroom house, it would be an extra $21.25 for my time beyond the first hour.

sounds too much like an oil change 20 point check. i can't even get them to fill the tires.

good luck,

how close was my list?

rick.

[DUNBAR]

I showed this to my wife and she says she lost interest in the first paragraph, too many words she says. She said keep it short and sweet.



Instantly what I thought......and even though it's very good, no one will ever read the entire thing.



I'd section it out, keep it simple and use images that are not commonly used, dare to be different.

[ToUtahNow]

K.I.S.S. or you will lose their attention. You are marketing to lay persons not plumbers.

Mark

BTW: Good effort though

[stxrus]

just my $.02

too wordy, get to the point

not visual enough, people react to visual more that written in most advertising

get your name and number out there. even if they trash the card they may remember enough of your name to call whey your services are needed.

overall a very good start.

good luck

steve

[gear junkie]

I asked the wif to post some more of her comments here she is:

From a housewife/full-time student stand point, I believe that this ad is from a plumber who is trying to get money. You are using plumbing terms that I wouldn't understand unless my husband was a plumber. In the economy today, the mentality of today's household is: "If it's not broke don't fix it." The price is a great deal, but it's not convincing enough to spend money on something that "might" brake instead of current bills and family needs.

I feel that if you add pictures of the small problems and the huge results that are caused from those problems, if not taken care of, would be more effective. You did give examples, but as a busy housewife I may not have time to read and completely understand the reason I really need your services.

Families are busy these days, so you want to be short and effective. Get to the point, use pictures and terms that people who are not in the pluming business would understand, and I think you will have a bigger response from the public because this truly a great deal.

Women love to feel secure, so to seal the deal add a warranty. If you can sale this to a wife then she can sale it to her husband. Plus, any consumer loves to have a little reassurance on what you're offering.

[Plumbcrazy]

Another female point of view - too many words. Also, the $400.00 value for $99.00 seems like a gimmick. IMHO - if it was worth $400.00, you wouldn't be selling it for $99.00. Sounds like a loss leader to me - just like what the carpet cleaners do.

BTW - I did like how you stated you like to schedule work, no surprises. Overall good, but may need some tweaking.

P.S. - I hope we are all wrong, I hope it works for you! Then we all know what to do to build our plumbing business. :o)

[plumberscrack]

In addition to what others have written I would remove or rewrite the fine print section:

Fine Print: With the economy
cooling off, we’re making this
special offer so we’re sure to
keep our talented technicians
busy.

From a customers' standpoint I wouldn't want to feel obligated to call you just so you can keep your guys busy. The coupon is to help the customer not the other way around.

[spodelee]

Thanks for all of your responses. The Plumbing Tune-up card originated from a Cooling Tune-up post card which we used in April, May & June. That card generated a little over 125,000 worth of business.

The original copy was created purchased from www.HudsonInk.com (http://www.HudsonInk.com) and it doesn't surprise me much that none of you found it appealing. I believe the original proof was designed to do a couple of things:

A. It stands out among the many marketing post cards that arrive in the mail each day. It seems for direct mail you have to put something in the mail that is more than a pretty picture or nice graphics. Think about what arrives in the mail everyday - pretty pictures and smart graphics, over and over again. I guess this is the primary reason that yellow pages doesn't work so swell any more; it is impossible to stand out.

B. Then there is the message - a bucket load of words isn't it? Think about today's society. There is a definite segment of people that are into research; I imagine this is the internet society. No doubt, there are many people that would not find the card appealing, perhaps even irritating. Then again, the consumer in researcher would find the simple but pretty ad unappealing; probably because they would want to know a whole lot more about the offer until they would bother to call.

For us anyway, this ad type is finding a new market; probably the type of people that would never respond to the simple but pretty ad. Bottom line, I think there are a couple of ways to go about marketing these days. This isn't the only way, but it has proven to be a different way.

Here is my 20-point list. When I get a chance I will compare it to Rick's list... maybe change a thing or two.

1. Inspect
a. Draft diverter integrity
b. Flue integrity
c. Burner flame color & distortion
d. Seismic strapping
e. Water seepage or leaks
f. Galvanic corrosion
g. T&P valve & drain
h. Gas connection
i. Cold & hot water connectors
j. Tank drain down valve
k. Tank shut-off valve
l. Combustion air supply
i. Lower
ii. Upper
m. Air conditioning return proximity
n. Thermocouple or flame safety mechanism
2. Test
a. Thermostatic control
b. Flue draft
c. Drain down valve
d. Shut-off valve
3. Drain & flush
a. Tank from drain down valve

You will notice that the list is not very technical. Keep in mind that the task list will be performed by a "Tune-up Specialist" who has been trained to specifically perform a tune-up. That guy or gal is not necessarily a trade journeyman , but rather an apprentice in training who loves to interact with people.

The primary job of a Tune-up Specialist is to establish a trusting relationship between the company and the customer. His or her job is to really make an impression. The relationship is where the return on investment is found.

Well, I will make a few changes in the card, give it a shot and see where she goes. It's working so far on the HVAC side, so we'll give it a shot on the plumbing side. I know this, I am determined to find a way to provide a plumbing service that is not dependent on 8PM calls for service from people who are desperate, will cancel the minute they find someone else faster, and have never used our service before.

BTW - Hudson Ink has a fantastic quarterly newsletter for HVAC and plumbing service companies. Their newsletteer really goes a long way in maintaining the customer relationship and it is worth every penny. This again is about establishing a relationship with your existing customer base instead of always looking for and counting on the next big sale. I attached a sample of our last newsletter and will be subscribing to the plumbing newsletter soon.

[spodelee]

You seem to be one of the most intelligent businessmen on this forum. I myself look up to and have benefited from your ideas. Obviously you put a ton of thought and effort into this idea, and it will likely pay off exceedingly well for you.

I put a crapload of thought and effort into my marketing campaign this year, and yes it is now coming to fruition. My schedule went form part-time start-up business to full-blown working 6-7 days/week currently, to the point where I am now contemplating hiring someone soon. Ye shall reap what ye sow.

Good luck brother.:clapping:

Couldn't find a smiley for BLUSHING! Thanks ServiceGuy, but I'm just another wrench turner that somehow ended up behind a desk most of the time. Think about that some as you grow, it's really hard to make the transition from working in the field to working in an office somewhere. It's real hard to get a sense of satisfaction from your work when pushing paper.

I'm not saying not to grow either, because ultimately you will be glad you did as your body starts to show wear and tear. Just be aware and understand going in that you will have to find new ways to get a sense of satisfaction from your work when working behind a desk.

Also, take a hard look at hudsonink's newsletter as posted above. If I were to start all over again, the first thing I would do is get a quarterly newsletter going.

[woodenstickers]

I thought about it a bit more after reading your response and realized that before I was trying to think of it as a "homeowner", not so much as myself. What appealed to me about it the very most is that it really showcased integrity. That goes a long way to me as a tradesman, employee and someone who is disgusted with the CS of almost everyone I deal with these days.

I hope old-school service really is coming back into fashion as a consumer and as a worker who gives a crap about what I am doing, no matter what it is.

I liked the part about keeping your workers busy--if you care enough about your workers and value them that much it says a lot. It probably means they really are valuable and also that they feel valued by you. That translates to good work, which is valuable to me as a consumer.



Eli

[PLUMBER RICK]

You will notice that the list is not very technical. Keep in mind that the task list will be performed by a "Tune-up Specialist" who has been trained to specifically perform a tune-up. That guy or gal is not necessarily a trade journeyman , but rather an apprentice in training who loves to interact with people.

The primary job of a Tune-up Specialist is to establish a trusting relationship between the company and the customer. His or her job is to really make an impression. The relationship is where the return on investment is found..

lee, don't you worry that by sending a young apprentice to new client the first time is not in your best interest?

the h/o will probably notice that the person is young and chances are is not versed enough to answer questions properly.

i would think you would send a seasoned pro to make a good impression.

i know from my side of it, new customers are thrilled to find me and not a young kid who they're use to seeing.

right;)

wrong:rolling-eyes2:

rick.

[cpw]

lee, don't you worry that by sending a young apprentice to new client the first time is not in your best interest?

the h/o will probably notice that the person is young and chances are is not versed enough to answer questions properly.

i would think you would send a seasoned pro to make a good impression.

i know from my side of it, new customers are thrilled to find me and not a young kid who they're use to seeing.

right;)

wrong:rolling-eyes2:

rick.
I'm a young kid, so I like to see other young kids. :) Of course this depends on them answering my questions in a way that shows me they know what they are doing.

[spodelee]

lee, don't you worry that by sending a young apprentice to new client the first time is not in your best interest?

the h/o will probably notice that the person is young and chances are is not versed enough to answer questions properly.

i would think you would send a seasoned pro to make a good impression.

i know from my side of it, new customers are thrilled to find me and not a young kid who they're use to seeing.

right;)

wrong:rolling-eyes2:

rick.


right & wrong :D For instance, Doug is 44, worked in the auto restoration biz for 10-15 years, loves people and decided to make a career change. He has been working in our sheet metal shop and helped with installations over the last year, which gave him good exposure to the trades. Now it's time to train him on all of the ins & outs of water heaters and basic plumbing.

Will he be an expert on hot water and combustion - NO

Will he be capable of identifying a water heater with problems, a leaking trap, or a furnace with an abnormal temperature difference - you bet.

That's when we call in the big boys! :shrug:

[spodelee]

I'm a young kid, so I like to see other young kids. :) Of course this depends on them answering my questions in a way that shows me they know what they are doing.

Exactly! Guys like you are POWERFUL in the industry about the time you hit 30!