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Brad,
Thanks for your encouraging words. My idea behind this is to give customers
something they can easily understand. Unfortunately, I was unable to
download your pamphlet. If you could send me a copy via snail mail, I'd
appreciate it.
Yes, Joe and David, the PTG has publications available, but that's not the
point. They are good, but IMHO, sterile. I've given them to customers, and
gone back a year later to find them completely unmolested at the bottom of the
piano bench as I went to tighten the legs.
People like a personal touch when it comes to something as dear as their
beautiful piano--my recommendations, not something compiled by an organization.
Not something they have to study, but something that makes sense to them that
they can read as I'm tuning. That was my point in doing this.
What we sell is ourselves. We can be the absolute best techs on the planet,
but if people don't feel comfortable having us in their home, we'll end up
in the poorhouse.
This handout is a very brief introduction to our world. I've had nothing
but positive responses from the few customers and dealers I've given them to.
It isn't meant to be a piano technology encyclopedia, just a door to
communication, and hopefully the beginning of a good business relationship.
Thanks for all of your comments,
Dave
In a message dated 6/3/05 6:42:35 PM Pacific Daylight Time,
staff@smithpiano.com writes:
Hi Dave,
GREAT JOB!!! Good info!
As technicians, we sometimes think that the secret is the quality and
quantity of information.
Those are important, but delivery is even more important.
Delivery--meaning readability, 'scanability', visual content, and brevity.
Delivery opens the door to the content.
Which 3 or 4 things do you want to hammer home with the document?
Ask as you edit....is it scannable? If someone reads only the headlines of
your paragraphs, could they get a glimmering of understanding, or is it
mandatory that they read everything? If so, many people will bail out
early.
What to do next?
Go back to your original intent, and make 3-4 short statements that sum up
what you wish to say--the punch lines.
Build paragraphs around the punch lines. Be brutal with your brevity.
Starting from 3-4 basic statements, will help you discern what to edit.
Decide exactly what you wish to accomplish with the handout. You'll find
that most of your info will fit into the 3 or 4 statements upon close
inspection.
If you really find something that won't fit, it might be a 5th topic.
You've got all the right info, now you have to organize it to your advantage.
In my earlier post on this topic, I mentioned about personalities and
learning styles, which can help us understand how
different types of people will process our information.
_https://www.moypiano.com/ptg/pianotech.php/2005-April/171094.html_
(https://www.moypiano.com/ptg/pianotech.php/2005-April/171094.html)
Leaders look for quick options.
Entertainers look at the pictures first
Thinkers read every last word. (piano techs love this, because many of us
process this way)
Peacemakers scan for anything which might put too much pressure on them.
They watch out for demanding ultimatums, etc.
Visual people get lost in too much text.
Auditory people may not read much, but hopefully the graphics and word
pictures help them. ( How you talk, helps them to open up to the document).
Kinesthetic people are attracted to emotional things, your heart, your
integrity.
How can you possibly address all 7 of these things? By including as many as
possible within the planning of your document or presentation.
The trick is using short bullet points; short phrases; headlines ...to get
to the point quickly at the beginning of a paragraph.
They can scan the document, and get a feel for it quickly...which allows
them to trust you with more of the details, and more of the money!
Here is a link to my current brochure :
_http://www.smithpiano.com/Smith%20Piano%20Services.pdf_ (http://www.smithpiano.com/Smith%20Piano%20Services.pdf)
I wanted to have a tool to sell from, in a variety of directions, while
communicating some basic ideas, using the above perspectives:
1. Regular maintenance
2. Climate control
3. Regulation
4. Bio and credibility and philosophy
5. Action diagram to aid in quick explanations
6. Summary of my service offerings
7. Service area coverage map
I included an action diagram, because I can point to it and quickly show a
customer one or two things about their piano.
My bio is there to add credibility to what I am telling them. Everything
has a purpose.
( At the bottom of my bio is my "business philosophy". I truly live by it.
This helps communicate my real motives to people. )
The tool is only as good as how you present it, or sell from it.
At the very least, it puts basic ideas into their heads, which helps you
maintain the relationship in the future.
In effect, you are in the position of having already informed them in
advance.
You can use these brochure s to get the word out through many channels.
It can be mailed to music related businesses, as is. It can be handed out
after a tuning. You can leave a stack at the front desk of a friendly church
or school.
It tells your story, while driving home the 3 or 4 things you need to have a
healthy customer.
Most of all Dave, I'm impressed by your willingness to 'learn in public' on
the list. GREAT ATTITUDE!!!
It ain't so much what you say...it's how you say it.
Keep up the great work!
Best regards,
Brad Smith, RPT
www.smithpiano.com
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