Improving Customer Relationships

how an old-fashioned newsletter did it for Thornhill Solutions

“The newsletter has made a tangible difference to my business and your writing skills and understanding of my customers made it so much more readable and relevant than my original draft.”

Julian Thornhill, MD, Thornhill Solutions Ltd

a newsletter brought Thornhill Solutions Ltd closer to their customers

The Client
Thornhill Solutions Ltd is an independent mortgage brokerage run by managing director Julian Thornhill. The company specialises in helping individuals and businesses to find appropriate mortgages and financial protection.

The Challenge
When your product is mortgages, getting customers to come back for a second or third purchase can be difficult. No matter how wonderful your service, the amount of time that can elapse between purchases can be as much as five years – long enough to completely forget about who helped you find your original mortgage. Thornhill Solutions needed to find a way to keep themselves at the forefront of existing customers’ minds without customers feeling bombarded by inappropriate mailings. They also needed a mechanism to help them make appointments for ongoing annual reviews with customers. They knew a good old-fashioned newsletter, delivered through letterboxes, would help, but when they sat down to write it, none of the important points they wanted to make seemed interesting or engaging.

The Solution
Rachel from Welcome Words completely re-wrote Thornhill Solutions’ rough draft. Lengthy articles to warn customers about interest rate hikes and other fairly dry – but important – financial news were transformed into short, sharp ‘warning triangle’ bullet points. Instead of boring customers, now they made them sit up and take notice. A completely new article about how to make your house more attractive to potential buyers was introduced along with an appealing photograph. Rachel also suggested including some news and photographs about Julian himself – he and his wife were about to have their second child – to enable customers to identify with him. Using her background in newspaper publishing, Rachel was also able to suggest an attractive layout for the newsletter.

The Results
• An appealing newsletter full of short, relevant articles and snippets of news
• The newsletter helps Thornhill Solutions to stand out from the crowd of other financial advisors
• Customer engagement – customers mention and compliment the newsletter when Julian rings them and are more inclined to return his calls than they were in the past
• Julian was so pleased with the newsletter, he asked Welcome Words to write the words for his new website as well as to edit guest articles he writes for a local magazine