Great Example of Informing and Educating with Content

On my home I have a roof that includes a flat area, which is very common in the kinds of home built in the Phoenix, Arizona area. I was told that it’s a good idea to recoat the flat area every 5 years to ensure a good moisture barrier in the (rare) event of rain. Believe it or not roof leaks in our area are very common due to the brutal heat.

It seems like a reasonably easy job, but I wanted to get an idea of the steps involved. If the effort was more than I was willing to put forth, I’d hire a contractor. Before hiring the contractor at least I’d know what was involved and could make an informed decision.

I went online and did a search and discovered Canyon State Roofing & Consulting. The search took me to a page on their website with an article titled “Do-It Yourself Foam Roof Recoat”. The page provided step-by-step instructions on what is necessary to do the job properly. Brilliant.

You might wonder why a roofing contractor would do such a thing (as I wondered)? The good folks at Canyon State Roofing spelled it our for us…

“You may be asking yourself, Why are we giving you this free guide? Isn’t this causing us to lose business? The answer is, yes, it is probably costing us.  However, it is extremely important to us to keep to our core values and mission. Canyon State Roofing’s core value include EDUCATING our customers and the general public as much as we possibly can in our trade.  Education is empowerment, and we strongly believe that if we help to empower our potential customers, they will appreciate and remember us if they ever need a roofing contractor in the future.  So to you weekend warriors out there, enjoy this guide!”

The question I’d like an answer to is how many people read their DIY article and then choose Canyon State Roofing because they were so forthright?

Jim Semick

Jim Semick

Jim Semick is co-founder of ProductPlan, a leading provider of cloud-based roadmap software for product and marketing teams. For more than 15 years he has helped launch new products now generating hundreds of millions in revenue. He was part of the founding team at AppFolio, a vertical SaaS company. Prior to AppFolio, Jim validated and created version 1.0 product requirements for GoToMyPC and GoToMeeting (acquired by Citrix). Jim is a frequent speaker on product management and the process of discovering successful business models. He contributes at www.productplan.com/blog. Follow Jim on Twitter at @JimSemick.


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