Why You Should Show Your Customers How to Do Your Job

posted this in
Content Marketing, HVAC
on January 30th, 2014

At Rocket Media, we write blogs, emails and social media content for many home services companies, from HVAC to home security.

And when we do, we often write and/or link to DIY and how-to articles. That’s what many of our clients’ customers are looking for.

But providing DIY information is often met with some resistance from our clients. “I don’t want them to know how to do it,” they think. “I want them to call me so I can do it.”

In reality, this line of thinking can cost you customers—here’s how.

The myth of the 100% DIY customer

Most business owners and marketers we’ve talked with think their customers think like this:

  1. Customer: “I don’t know how to do ‘x’.”
  2. *Searches “how to do ‘x’” in Google*
  3. *Finds article on “3 Easy Steps to do X”. Reads article.*
  4. Customer: “Great! Now I can do this myself.” (This is where the it usually stops in our clients’ minds. And while there’s some truth to it, here’s what really happens most of the time.)
  5. Customer: “I don’t know how to do ‘x’.”
  6. *Searches “how to do ‘x’” in Google*
  7. *Finds article on “3 Easy Steps to do X”. Reads article.*
  8. Customer: “Great! Now I can do this myself.”
  9. *Completes task successfully*
  10. *Subconsciously, the customer trusts site/company that posted the article*
  11. *Customer is more likely to use that site again when they have future problems.*
  12. *Customer is more likely to purchase from that site when they don’t want to DIY*

Please embrace this fact: There are VERY FEW, if any, 100% DIY customers out there for all your services.

At some point, people are more comfortable hiring a professional to do the job—don’t you want that to be you?

For example, just because you show someone how to change the toilet flange (a common plumbing problem), doesn’t mean that they will also want to tackle installing a new toilet on their own. And even if they also install their own toilet, that doesn’t mean they will want to move a drain line themselves during a remodel.

At some point of complexity, most people will call a professional.

If you don’t show them how, someone else will

Here’s another fact: People can find just about anything they need online. So even if you don’t post and share DIY information with your customers, they will likely be able to find it somewhere else.

Wouldn’t you rather have these people on your website, being exposed to your brand, your content and your company?

How-to content establishes your expertise

Probably the most important reason for showing customers how to do your job is that it establishes you as an expert in their minds. You can put verbiage/sales copy all over your site that says, “We know what we’re doing.” But it won’t be even half as powerful as actually showing that you know what you’re doing.

It’s the old adage of showing instead of telling.

Showing your readers that you know how to install a new air conditioner by describing exactly, precisely how to do it proves to them that you know what you’re doing. Use your experience to your advantage. Show them problems you’ve run into and how you solved them. (This shows you actually have experience!)

If special equipment is needed or recommended for the job, just say that. It just further proves you have not only the experience but also the equipment to get the job done.

In addition, many people looking at DIY and how-to articles don’t necessarily want to complete the task themselves – they might just want to understand how it’s done so they don’t feel ignorant when talking to a professional.

Become the trusted expert with DIY and how-to content

It seems contradictory, but we’ve found it to be true—show your customers how to do your job, and you’ll actually get more business, not less.

Have you seen success with DIY articles, social media posts or videos? Tell us about it on Facebook.