Building Customer Retention with a Booklet
Let’s say you hired an HVAC tech because your AC was on the fritz. The tech came out, diagnosed the problem, fixed it, and handed you a bill and a booklet. You settle up as she explains how the booklet shares how to deal with some common HVAC issues and tips for easy DIY maintenance. When she’s headed out, you slip the booklet in a drawer with your take-out menus and product warranties.
A couple of months later, you start to feel like your AC isn’t working as well as it should. You remember the booklet, grab it, and leaf through it. You decide that you probably need to change your AC filter thanks to the handy info and head out to get a new one. Once the job is done, your AC is kicking and all is cool once again. You’re glad you remembered the book and, chances are, you’ll remember it in the future when you face another HVAC problem. And you’ll also remember the company that provided it to you — and whose emergency number is clearly printed on the cover for your convenience.
Booklet as a Customer Retention Tool
A booklet is a great way to provide customers with useful information that pertains to your service or industry. Combined with excellent service, a booklet is a great way to promote customer retention. And they don’t have to be difficult to make, especially with an experienced commercial printer.
What Goes in a Booklet?
High-quality copy combined with eye-catching images can help make your booklet a keeper. When determining what type of copy you need, think about the questions you’re commonly asked. You can refer to your FAQ page on your website if you have one or even to your blog posts. For example, an HVAC technician based in Tampa may want to focus more heavily on AC-related questions and touch slightly on heating issues. They may cover common problems as well as fixes that can be completed by a homeowner. They may also include information about yearly maintenance and provide guidelines regarding when one should call a technician.
A real estate agent may want to have several go-to booklets, including one to help homeowners as they prepare to sell their home and one explain home buying to new clients. The opportunities for sharing information that your clients or customers want or limitless. As long as you understand your target audience, you can craft a well-received booklet that will be referred to as needed.
Designing a Booklet
Booklets can come in many sizes, from product catalogs (8.5 x 11 in) to CD booklet size. In addition, paper type and color are customizable, as is binding method. You can truly create a booklet that represents your company.
When considering a cover, ensure that you are able to display your contact information in an unobtrusive way. Inside, the booklet should be easy to read and navigate. If you’re using an FAQ to generate copy, make sure that the order of the questions makes sense. Consider adding a table of contents or index to help your reader navigate the information you are providing. We recently saw a real estate sign that was too difficult to read from the road. The colors were all dark and the type was too small. What’s the point of a sign if it can’t be read? Don’t let this happen to your copy! Select a font size that is comfortable to read and choose colors that are easily discernible from each other.
If you have an idea for a booklet and are in need of graphic design help and a commercial printer, Printing Depot can help. With on staff graphic designers and high-quality printing, we can help you create a booklet that gets saved for future reference. To learn more, give us a call or send us a message.