Pipe Perfection Plumbers
What do you do?
We help homeowners with issues with their plumbing, drainage or roofs. But we also try to help them by making sure they maintain their homes proactively. One way we do this is with a home maintenance tips newsletter series rather than letting little problems get really big (i.e. expensive to fix).
What is your industry?
Real Estate and Construction
Describe your audience
Sydneysiders who live in the inner west and eastern suburbs. 70% are women. Age: 30-40s OR 50-65s.
Affluent, older group (baby boomers) have more money to spend. Most are married.
Can be self employed. If woman is at home with young family, the husband has a white collar job. In this case, the woman drives the process and makes the decision on her own. BUT most women would want to delegate any DIY 'around the house' jobs to their husband.
Very busy and time poor.
Expensive houses: $1mill or above. Most have been renovated at some point and now need maintenance..
What 3 things would you like to communicate to your audience through these materials?
I'm not sure of the 3 key things, I'm happy to hear your opinion. My thoughts are:
- homes are aging and need regular attention to keep them looking beautiful and maximise their value
- doing regular maintenance keeps costs down and is more manageable for the DIYer
- these tips come from experts with decades of experience who can talk you through what to do, when to do it and how to do it so you're not wasting your time. And if you can't be bothered doing it, we can do it for you.
How do you intend to use these marketing materials (print, web, etc.)
1. Set of benefits in brochures, flyers and web copy.
2. 'One liner' as the key reason to sign up to the newsletter on a web form.
Style and Details
What do you need done?
Wordsmith the benefits that we think our newsletter has into short, punchy, compelling set of key 3-4 benefits. Also create a one liner that captures the key benefit that can be used to drive people to sign up for the newsletter.
What content must be included?
This is not content that MUST be included but ow we believe our home maintenance tips newsletter series can help people and this is for you to develop into a set of 3-4 benefits and one liner.
Property (especially Sydney property) is expensive and people here are always wanting to get maximum capital gain in their homes over time. This will be partly affected by how well the home is maintained (i.e. what condition it's in.)
Plumbing problems are usually invisible (to the homeowner) until they become big (read: expensive!) issues that require urgent attention or unnecessary replacements. People don't want to think about plumbing because its boring and they don't really want to spend their weekend doing DIY either.
But because the home is aging, it needs ongoing maintenance not just emergency attention. We can help people save money on maintenance and maximise the value of the home by helping them stay on top of the maintenance jobs and fixing problems early while they are still small.
Just as a person's health needs regular inspections to nip problems in the bud before they become worse and to prevent problems from occurring, so their plumbing, gas, roof, drainage needs regular attention.
We will create a monthly set of jobs that are achievable, are created my a team of experts who have decades of experience, clearly explained and exactly right for the time of year e.g. just before it rains, we'll send out tips to check your roof.
Homeowners can either do-it-themselves if they like to save money and they like spending time on maintenance. Or they can serve as a reminder, so if you would rather save time and prefer to have someone else do it, they can organise for us to help (or someone else if they want).
What character, tenor or spirit do you want to convey?
expert, trustworthy, important
What is your required length in words or pages for these marketing materials?
as short as possible. Set of benefit (3-4). Highlight the main and key benefit through the creation of the one liner.
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