It’s not often that a direct mail piece gets my attention. Most of the adverts I get are badly mis-targeted. For instance, I get a debt-consolidation piece about once a week (Not a problem in this house ).

But, this piece makes a lot of sense.

It is from a water heater company.

I live in an older neighborhood. Most of the homes were built 60-70 years ago. The house my family and I live in was built in 1941. The chance of someone in this neighborhood needing a water heater in the next couple of years is very good.

Of course, it’s not simply a matter of advertising water heater replacement. If my water heater works today, I toss the mailer. If I need a water heater in three months, but I don’t have the mailer, I’m flipping through the yellow pages.

The mailer has to be “sticky.”

I have to have some reason for keeping it around.

The “sticky” comes from this large red box on the front.

This isn’t just a mailer. It’s a sticker that can be affixed to the water heater in case I need to shut it off.

Caring for your client

A significant component of the client relationship is the concept of care. Take a look at how this mailer establishes care.

Take a look at the back.

The back of the mailer is the front of the sticker. There is a lot of helpful information.

Water heater shutoff instructions.

Gas valve shut-off instructions.

Even a coupon.

Very helpful and caring.

If you need to call for water heater service or repair, the contact information is right on the front of the sticker. Here you have “stickiness.” The customer can call when he has a need: today, next month, next year.

A few things I would have done differently

I find the superhero character corny.

It doesn’t help with attraction or care. It certainly isn’t going to get me to convert.

I find the warning about unscrupulous competitors leans toward self-serving.

The suggestion to do an online search for complaints is helpful, but could include much better information to evaluate a contractor: Better Business Bureau, Contractor’s License Bureau, other appropriate consumer advocacy resources.

Overall, this is very good.

It offers support with no obligation to the consumer. Valuable safety information that the consumer can use in an emergency to prevent or mitigate damage. It is a strong attraction piece that offers a sticky factor that gives you a strong reason to keep the piece in an easy-to-find place.