Copy-editing a lead-generation ideas book for TREND Group
About this project
TREND Group offer kitchen and bathroom refurbishments and operate as a franchise network. This was a give-away book for a franchisee conference, focusing on 70 ways to generate more leads. Ideas came from various parts of the business and external agencies, so the company needed a consistent editorial tone. The deadline was tight, with some ideas requiring extra content and others needing a different slant to avoid repetition. The client said afterwards: "We needed a copywriter with a marketing background or great knowledge in this area to help create a 100 page lead generation book. Fran made every effort to accommodate our extremely tight deadline, was very efficient in the completion of this project and was able to suggest additional content when copy-editing the articles. The book has a consistent tone throughout which is what we wanted, due to several people having written the articles. I wouldn’t hesitate to use Fran again or recommend her services and the book was well received at our franchise conference."
Extract
Extract from book:
Send in mystery shoppers
Mystery shopping can be a great tool to help you evaluate the customer service being provided by your staff. Your showroom hosts and sales staff are often the first point of contact for customers and it’s critical that they’re making a lasting impact by providing a positive customer experience.
By using mystery shoppers to investigate different aspects of your business, you can assess the effectiveness of showrooms, home visits and even online and telephone enquiries that come in via your website or social media presence. The focus of mystery shopping is the whole customer experience, so visits will consider the presentation and maintenance of your showroom as well as the service provided by your staff. Simple things such as ensuring the environment is clean and tidy will improve the experience and maintain customer interest.
Staff training and knowledge is key to improving the level of service offered to customers and once a mystery shop has taken place, you will receive a performance report allowing you to analyse whether further training is needed.