Pg. 2: How to Customize This Guide

The Quick Start Marketing Guide

The Quick start

Marketing guide

Pg. 2: How To Customize This Guide

Pg. 4: The Marketing Letters

Pg. 4: Letter for Cold Prospects (The 3-Step Letter)

Pg. 15: Letter For Existing Clients (The “I Miss You” Letter)

Pg. 19: The Review and Referral Program

Pg. 19: Script for Happy Calls

Pg. 20: Template for the “Happy E-Mail”

Pg. 21: Home Equipment Audit

Pg. 25: The Big, Bold, Solid Guarantee

Pg. 27: The Maintenance Program

Pg. 28: Learn Direct Response Marketing

How To Customize This guide

One of the really powerful parts of this guide is the ease of adaptability. Every company is different when it comes to products, services, brand, message, etc. Because of this, we have made it incredibly easy to take a marketing strategy or offer and customize it to your specific situation within minutes.

As you’ll soon see, much of the sample content is written with offers and wording specific for HVAC business use, but is extremely easy to adjust for plumbing and the other services you might offer. If it’s a specific offer, simply choose what fits your company; it will be just as effective.

For instance, when you get into the Free Equipment Audit strategies, keep in mind that an Equipment Audit doesn’t have to be restricted to HVAC systems only. We have clients utilizing our Free Audit strategy for everything from water heaters, to main sewer lines, to water treatment systems and more. Get creative and speak directly to your client about YOUR company positioning.

Also, these letters are written from an owner’s perspective representing being the one doing the audit or work (ex. “ I will replace…”). The “I” can be changed to “We will replace…” if you want the letter to be from your company as a whole, or referencing what a service technician will do for them as a benefit statement.

Personality-based marketing is an incredibly powerful tool and you’ll soon be learning even more about this. Your client must feel that you are speaking directly to them. If you’re writing from an owner’s perspective and you have multiple trucks, still write from an owner’s perspective so you speak directly to the client in the messaging, but change who will perform the work to “we” or “our team member” or “our service professional.”

ALL RIGHTS ARE RESERVED. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any informational storage or retrieval system without express written permission from the publisher.

Published by:

The Blue Collar Success Group

570 S Westgate Drive
Grand Junction, CO 81505

DISCLAIMER AND/OR LEGAL NOTICES:

While all attempts have been made to verify information provided in this book, neither the Authors or the Publisher assumes any responsibility for errors, inaccuracies, or omissions. Any slights of people or organizations are unintentional. If advice concerning legal or related matters is needed, the services of a qualified professional should be sought. This book is not intended for use as a source of legal or accounting advice. Also, some suggestions made in this book concerning marketing, product sales, or referral fees, etc., may have inadvertently introduced practices deemed unlawful in certain states and municipalities. You should be aware of the various laws governing business transactions or other business practices in your particular geographic location.

Any references to any persons or businesses, whether living or dead, existing or defunct, are purely coincidental.

PRINTED IN THE UNITED STATES OF AMERICA

Letter For 'Cold' Prospects (a.k.a. “The 3-Step Letter”)

This series of letters is sent to cold prospects. A cold prospect is someone-you've never had any contact with before.

This letter is designed to target prospective clients in nice neighborhoods that are within your desired client demographic, preferably with older homes where you already have at least one good client (although it’s not necessary to have a client in your target neighborhood to make this work).

If you can get your client in that neighborhood to help you out, you can use this letter “as is”. (If not, I’ll give you some ideas for modification in a minute.)

This 3-letter sequence was designed to be distributed to nice neighborhoods in your target client demographic. Put the first letter in a white envelope with nothing on the outside of the envelope. Seal the envelope and place them on the doorstep or wedged in the door. This will ensure that your letter gets opened, because people will think that this is from a friend or neighbor.

When they open the envelope and look at the letter, the headline will catch their attention and force them to read it. Go ahead and deliver the letter to at least 100 homes at a time and keep track of which houses you delivered them to.

Typically, you should receive about four calls from the first 100 (based on previous results). From these four calls you should make three appointments for Free Home Comfort Equipment Audits. Out of those three, you could get at least one job. This one job could be worth upwards of 8-12 thousand dollars when you are using my 12-Step Ultimate Service Experience, which we train in our Service Sales Success School Online. That's an impressive return on a $30 investment (per 100 letters) and about an hour of somebody’s time to deliver the letters. (Our clients have even used community non-profit organizations like the Girl Scouts to deliver the letter for a minimal donation).
But don't stop with the first letter. History shows that you could be leaving 50% of your profits behind if you don’t follow through with all three letters.

Fifteen days after you delivered the first letter, deliver the 2nd letter to everyone who did NOT respond to the first letter. Then, 15 days later deliver the 3rd letter to everyone who did NOT respond to the first and second letters.

From these two letters (the second and third) you could receive another four calls, which should lead to another three appointments, which should lead to another job. That's another several hundred or thousands of dollars to you from a $60 investment (the investment is doubled because you have to get twice as much printing done) and two hours of work! (Again, this is based on results seen in the past).

That's a total of potentially thousands of dollars to you from a $90 investment and three hours! Not bad at all.

Now, to use this letter “as is” (you will see the example on the following pages), ask your client in that neighborhood if she wouldn't mind helping you out.

Then, tell her about the letters. Let her read through them and make sure she's okay with it.

Tell her it’s just your funny personality coming through.

When she says 'OK,' go ahead and plug in her name and you’re ready to go!

If you don’t have a client in that neighborhood, get another client to help you out. Just edit the letter appropriately (i.e. take out “your neighbor on ______street.”)

And please don't worry about giving an equipment audit away for free. As long as you follow my guidelines, this will make you money. You see, most don’t JUST have you do an audit – they have you do some work you find necessary, too.

People will only respond if they are interested in caring for their equipment. Even though the letter requests for them to respond anyway, no one will unless they're interested. And telling people that they don't have to use any of your services makes them feel comfortable. People who aren’t interested won't call.

Just trust my experience and the experience of thousands of service professionals on this one – this strategy works. Follow my guidelines and you'll see how profitable “giving things away” can really be.

There’s actually a psychological concept called the “Law of Reciprocity.” You see, after you give something away, people feel obligated to reciprocate. No matter what you say. They'll feel obligated and will use your services!

You will find these letters in the Members area of our website. Customize this letter to fit your business but DON’T change it too much. (“Don’t tinker with the working wheel”!)

Check out the examples of these 3 letters on the following pages.

You've Won A Free Heating
& CoolingEquipment Audit!

Dear Friend,

Your neighbor, [ ], who lives on [ St.] just had us check out her [Heating & Cooling Equipment.] Remember, this is where you start customizing the product offering.

Her comments:

"Absolutely awesome! I didn’t know my equipment could work so much better than it was. It’s quieter, more efficient, and saves me money now. And my air is fresh and clean. Thank you, thank you!"

Hi I'm [ ] and this is a typical reaction of my clients.

So anyway,______, was so delighted that she wanted to give all her neighbors in ______a free gift!

Congratulations, You've Won!

I don't give a Free Heating & Cooling Equipment Auditaway to just anybody (it’s a $XX.00 value) - I'd be out of business if I did that.

But since you're a neighbor of ______, I knew you were worth it!

A Free 25-Minute Equipment Audit!

I will come to your house and audit your Heating & Cooling Equipment for free. There is no cost and no obligationof any kind. Here's exactly what I'll do:

1. First, I'll completely look over your equipment. I’ll identify its strengths and weaknesses. I'll do an expert evaluation of your heating and cooling system.

2. I’ll analyze the condition of your equipment and give you an estimate of how long it will last based on current maintenance. Your equipment may be 10 years old but only have a “wear age” of 2 years. However your equipment may be two years old but have a “wear age” of 10 years. I'll explain how long it will be before you will need to get service, and I'll give you a 'prescription' to make your equipment last as long as possible.

3. I'll determine if your equipment is in good health. Oh, you may never have thought of your equipment as having good or bad health. But just like people, if heating or cooling equipment is in bad health it will not live long. Healthy equipment is great for healthy wallets and for healthy people.

Yes, your equipment's health can affect your and your family's health. Just like you track in dirt from the outside, you also track in car exhaust, cigarette smoke, asphalt, chemicals, dust, germs, pollens, tar, soot and many others. These pollutants get lodged into equipment just like dirt, and can circulate through the air.

Well-RunningEquipment Reduces Indoor Air Pollution

You've heard the hype about indoor air being more polluted than outdoor air. Well, it's true. The main reason is because indoor air is trapped. Rarely does it get completely replaced. Outdoor air on the other hand gets blown away and new cleaner air replaces it. Trapped indoor air gets pollutants in it. You drag them in, they get circulated in the air, and you and your family breathe them. Over and over. That's why indoor air is more polluted than outdoor air.

There is a way out of this vicious cycle. Ensuring your filters are clean and your equipment is working efficiently gets rid of these pollutants in your home’s air.

4. We’ll give you helpful suggestions about how to make your equipment last as long as possible and still operate like new. Sometimes just a little tweak to the equipment can make a huge difference in efficiency and longevity of the equipment.

5. After analyzing your equipment, I'll give you a complete written report of its’ condition. I'll tell you what your equipment needs are, but there is no obligation for you to choose to engage my company for anything.
You see, my company is going to be here for a long, long time. If I were 'pushy' or rude, I just wouldn't make it. Plus that's just not me! I make friends not enemies.

And if you ever use my services, I'll be thrilled (and so will you). But if you don't, that's fine. There won't be any hard feelings.

And I Have an EXTRA FREE GIFT for you, too!
Oh, and one more thing. I will replace, completely free for you, one filter in your system for free. That’s a value of [$XX], and it’s yours free! I want to give you this additional gift to show my appreciation.

So take advantage of your prize, and your free gift!

A FREEHeating & Cooling Equipment Audit, AND one

Filter Replaced in Your System, Absolutely FREE
(total value of these gifts is $XXX.XX)

You’d better hurry, though. I can only hold your prize and gift until [insert date]. After that I'll have to give it to someone else.

So call me at [your #] and schedule your Free Equipment Audit today!

Sincerely,

[your name]

[company name]

P.S. You've Won! There is NO catch! Call today to claim your prize and gift!

2nd Notice

You Must Claim Your Prize

By [date]

Or I'll Give It ToSomeone Else

Dear Friend,

Hi, it’s me, [your name], again. About two weeks ago I dropped off a letter to you telling you that you had won.

Your neighbor, ______, was so kind to convince me to give this to you. You see, she was so amazed at how I made her equipment work like new again, that she wanted you to have that same wonderful experience, too.

I can hardly believe I haven't heard from you!

In fact, I'm shocked.

But you've probably been super busy. Being pulled in 63 different directions at once. You barely have time to eat, let alone think about your equipment. I know I feel that way too BUT...

Your Prize Expires On ______

I can't reserve your free Equipment Audit forever. You need to call me soon at [number].

Because on ______, I'm going to have to give your prize to someone else. I don't want to do this but I need to unless you claim it for yourself.

But it’s not too late yet. If you call me today, I still have reserved for you:

One Free Heating & Cooling Equipment Audit

AND

One Free Filter Installed
(a combined value of $XXX.XX)

To get to know each other and to give you valuable information about your Heating and Cooling equipment, I'm giving you a Free Equipment Audit. I will come to your house and audit your equipment for free. That's right – there's no cost and no obligation of any kind.

Here's exactly what I'll do:

1. First I'll completely look over your equipment. I’ll identify its strengths and weaknesses. I'll do an expert evaluation of your heating and cooling system.

2. I’ll analyze the condition of your equipment and give you an estimate of how long it will last based on current maintenance. Your equipment may be 10 years old but only have a “wear age” of 2 years. However your equipment may be two years old but have a “wear age” of 10 years. I'll explain how long it will be before you will need to get service, and I'll give you a 'prescription' to make your equipment last as long as possible.

3. I'll determine if your equipment is in good health. Oh, you've never thought of your equipment as having good or bad health. Well just like people, if heating or cooling equipment is in bad health it will not live long. Healthy equipment is great for healthy wallets and for healthy people.

Well-RunningEquipment Reduces Indoor Air Pollution

There is a way out of this vicious cycle. Ensuring your filters are clean and your equipment is working efficiently gets rid of these pollutants in your home’s air.

4. We’ll give you helpful suggestions on how to make your equipment last as long as possible, and still operate like new. Sometimes just a little tweak to the equipment can make a huge difference in efficiency and longevity of the equipment.

5. After analyzing your equipment, I'll give you a complete written report of its condition. I'll tell you what your equipment needs are, but there is no obligation for you to choose to engage my company for anything.
You see, my company is going to be here for a long, long time. If I were 'pushy' or rude, I just wouldn't make it. Plus that's just not me! I make friends not enemies.