What's in the Welcome Book
Paddi makes more money working less time. He works more efficiently because all of his clients want what he has to offer.
- He has less down time when at work because everyone shows up for their appointments promptly,
- He completes jobs more quickly because clients are more co-operative.
- Paddi only attracts those customers who want what he has to offer.
All of these things combined help to make Paddi's business life more enjoyable, profitable and efficient.
For Paddi, it is the Welcome Book that make all of the above possible and creates the apparent ease with which Paddi's customers now seem to buy his services.
For your interests, you might appreciate a summary of Paddi's Welcome Book. Following are the section headings from the book, as well as the subject titles of Paddi's Extra Information Sheets.
Welcome Book Section Titles
|The Patrick Lund Dental Family|
|How to Find Us|
|Our Courtesy System|
|Only by Invitation|
|What we want for you|
|Making the most of your time|
|How we make your treatment pleasant|
|The problem with fillings|
|Caps are often the answer|
|Why we have no front desk|
|Food and Drinks|
|How do our fees compare|
|The hours we work|
|Unlisted Phone Number|
|A Bargain we would like to make with you|
Plus, in the back of Paddi's Welcome Book there is a section where customers can place any Extra Information Sheets they receive. These Extra Sheets usually relate to procedures clients are either having or are considering.
|Inviting Your Friends to See Us|
|Why We Do Not Itemise Accounts|
|Caps for Your Teeth|
|Having Your Wisdom Teeth Removed|
|Refinishing Swollen Fillings|
|Tooth Nerve Troubles|
|Root Canal Treatment|
In fact, a Welcome Book system modelled faithfully on Paddi's is really only ideally suited to a particular type of business ... high margin, service type business, repeat business, average value of $500 or more in the first year, etc.
However it's important to point out that there are many ways to educate customers in business than what Paddi has illustrated. You can apply Paddi's principles of customer education and filtering to your business, no matter what industry you are in, no matter how you do your marketing.
If you would like to learn from Paddi exactly how to create a Welcome Book for your business, as well as acquire a copy of Paddi's Welcome Book to copy and use for yourself (with Paddi's permission, of course), then please learn more here.
Conventional business wisdom has it that to educate people in your marketing is actually the most expensive approach you can take. And this is true. In terms of cost per customer acquired, particularly with unusual products or services, it is a very costly process to educate the broad mass of potential customers.
However educational marketing to the interested and motivated is perhaps the most efficient form of promotion. And that is exactly what Paddi's style of education in his marketing is all about.
Not many businesses set out to educate their customers. Most people see customers as either good or bad, but not that they can change customers very much. At least most business people don't make a concerted effort to change their customers. However, you can teach people to be better customers, and you can help them to enjoy your business and its people more.