The Benefits of a Rubbish Case Study

May 23, 2007

Case studies are a potent tool: they illustrate your point and demonstrate the benefits of what it is you’re trying to sell in a real life situation that people can relate to.

Last week I was discussing the problem of turning web browsers into buyers, and suggested starting a newsletter or blog as a possible answer.

This week I was able to find the perfect case study to illustrate my point; a case study which proves that even removing rubbish can be the basis for a dialogue with your customers.

The Telegraph newspaper ran a feature on Topskips.com – an online skip booking service whose initial investment of £5000 ballooned into a projected turnover of £3.5 million in just four years.

The success has attributed to finding a niche, and then using effective marketing to corner the field; the key being the Topskips.com website.

The website goes beyond being merely a billboard of pricing and booking information, and moves towards actually trying to solve their customers’ problems.

With a free Secrets to Successful Skip Hire guide, blog and video clips, Topskips.com aims to answer all the questions that could present hurdles to making a purchase.

What can I put in the skip? How much can it hold? Do I need a permit? Where will it need to go? â€“ all questions answered in a manner which will not only assist the buying decision, but also develop trust and confidence in Top Skipsâ€™ expertise.

One response to the website was:

‘I can say without a doubt that your site really does make a difference to how skips can be ordered, compared and enquiries dealt with in an efficient manner well done!’

By providing visitors with the opportunity to learn more about skip hire the website sells through education, which surely in this evolving age of transparency and trust should be marketing’s objective.

So if you’re still unsure of how to turn browsers into buyers: Topskips.com is a great example of a website using their content to start a dialogue, help solve their customers’ problems and drive more sales through education.

Topskips.com’s ability to engage with customers might not be the only reason their business has grown so rapidly, but it will certainly have helped.

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Posted by Matt Ambrose | Filed Under Marketing, blogging

Comments

7 Responses to “The Benefits of a Rubbish Case Study”

Want to ‘Engage’? Just be Helpful | The Copywriter’s Crucible on July 5th, 2007 12:28 pm

[...] whether you?re a multinational brand or just a skip hire firm, if you want to appeal to cynical consumers simply start talking to them in a helpful manner and [...]
Matt Ambrose on August 23rd, 2007 6:58 pm

That’s right Ben. We can all learn a few lessons about the vale of selling through education from topskips.
Is Your Copywriting Giving Enough Value? | The Copywriter's Crucible on May 8th, 2008 10:44 am

[...] just tell them why they should use your skip hire firm, but show them. Demonstrate your knowledge and expertise in a way that’s useful to the reader, teaches them [...]
Boost your sales with customer reviews | The Copywriter's Crucible on July 3rd, 2008 6:28 pm

[...] for selling your products can be your customers themselves. Whether you’re selling eBooks, renting skips or promoting your expertise, reviews and testimonials can enhance your credibility and build trust [...]
Copywriter, PR Writer or Brand Journalist? You Decide | The Copywriter's Crucible on October 21st, 2008 12:52 pm

[...] and Gamble continue to be the poster child for engagement marketing, but the UK’s TopSkips and Englishcut are two smaller scale examples just waiting to be [...]
Vince Samios on December 7th, 2009 3:06 pm

Topskips aren’t the best example of an online skip agency as they went into administration leaving just under 700 debtors with debts almost £1million.

There are plenty of really successful skip agencies who have been in business in excess of 15 years…of successful trading.

More here:
http://www.i-com.net/blog/toptrianglecom-secret-of-an-internet-marketing-experts-success-243/
cheap skip hire on June 1st, 2010 10:04 am

Nice article. Haven’t heard of topskips before. Will check them out.