Why being different can be good
Not long ago where I live we had a massive hail storm that damaged the roofs and siding of just about every house in a 10 mile radius.
Not long after that storm I started receiving post cards from roofing companies in my mailbox. This was a fairly smart marketing move on the part of roofers knowing that those affected by the hail will likely be working with their insurance companies and hiring roofers to repair the damage.
What was interesting was that I was receiving between 2 and 4 of these post cards a day. Some were designed very nicely, quite professional looking and decently well written. Others were obviously home-made, which doesn’t bother me when you can tell some thought was put into it. However, I encountered plenty of post cards that looked like they were for roofers who were simply looking to capitalize on the recent influx of potential work (you know, some guy with a van who spent one summer as a roofer who now thinks he knows how to run and operate a roofing company, oh and thinks he knows how to do a nice professional roof job--yeah, that guy is not getting business from anyone).
Finally, there was one company that didn’t have any glossy brochures or fancy postcards. It was a locally owned family run exterior/interior contractor. What was different and appealing about them was they printed a black and white flier with a bit of brief info about their company and their capabilities. Then they were walking around my neighborhood going door to door with the flier and sticking it in the handles of folks’ front doors--different than everyone else.
The flier’s message of prompt and courteous service was underscored by a live, knowledgeable person who answered my phone call by the second ring and was legitimately happy to hear from me and helped me. After calling on a few other roofing companies this was a pleasant surprise.
Needless to say, Toubl Contracting, Inc. won my business. The moral of the story...do things a bit different. Simple resourcefulness and creative innovation can go a long way, but if you follow that up with good human sincerity and hardwork you will have likely stumbled onto a winning combination.
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