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Bryan's Idea of the $49 Drain Clean

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  • #16
    Re: Bryan's Idea of the $49 Drain Clean

    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
    In the never ending struggle to keep the water flowing.... The Poo Poo Cowboy rides again!!!

    Comment


    • #17
      Re: Bryan's Idea of the $49 Drain Clean

      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.
      Buy cheap, buy twice.

      Comment


      • #18
        Re: Bryan's Idea of the $49 Drain Clean

        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. )

        Comment


        • #19
          Re: Bryan's Idea of the $49 Drain Clean

          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.

          Comment


          • #20
            Re: Bryan's Idea of the $49 Drain Clean

            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 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.
            Attached Files
            Last edited by spodelee; 08-04-2008, 07:56 PM.
            spodelee

            Until lions have their own storytellers, stories of the hunt shall always glorify the hunter

            Comment


            • #21
              Re: Bryan's Idea of the $49 Drain Clean

              Originally posted by Service Guy View Post
              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.
              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.
              spodelee

              Until lions have their own storytellers, stories of the hunt shall always glorify the hunter

              Comment


              • #22
                Re: Bryan's Idea of the $49 Drain Clean

                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
                A good carpenter makes few mistakes, a great carpenter can fix his own.

                Comment


                • #23
                  Re: Bryan's Idea of the $49 Drain Clean

                  Originally posted by spodelee View Post

                  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

                  rick.
                  phoebe it is

                  Comment


                  • #24
                    Re: Bryan's Idea of the $49 Drain Clean

                    Originally posted by PLUMBER RICK View Post
                    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

                    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.

                    Comment


                    • #25
                      Re: Bryan's Idea of the $49 Drain Clean

                      Originally posted by PLUMBER RICK View Post
                      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

                      rick.

                      right & wrong 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!
                      spodelee

                      Until lions have their own storytellers, stories of the hunt shall always glorify the hunter

                      Comment


                      • #26
                        Re: Bryan's Idea of the $49 Drain Clean

                        Originally posted by cpw View Post
                        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!
                        spodelee

                        Until lions have their own storytellers, stories of the hunt shall always glorify the hunter

                        Comment

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