Large bags, 2.5 gallon containers and 5 gallon pails are some of the most common product packages because they are a cost effective way to deliver solids and liquids. And, yet there is a major "negative" to these product packages. Weight! A 2.5 gallon container weights 25 pounds. The pails are double that and the bags can weigh well over 50 pounds. While heavy packages are inconvenient to transport, the bigger issue is how to get your customers to read these heavy products. Think about. If you are going to use a 5 gallon pail, you must find a table to put it on and then you must position your self at eye level to read the instructions. With bags, it's even worse. Take lawn fertilizer. You put the bag on the ground. You bend over in the hot sun to read it. You only have a few minutes of bending before your back starts to hurt. Then, you must commit the "directions" to memory before you slice right through the them to open the bag.

   The solution is to offer a "copy" of the directions in booklet or pamphlet form. This extra copy can be detached from the product to be read in a more convenient place. Now, the customer can take his or her time to understand how to use your product.

   This improves satisfaction on 2 levels. (1) It removes the irritation of bending to read. (2) It may improve the results your customer gets because he or she had more time to understand how to use your product. But, if you are really into marketing, you can take that opportunity to fill the booklet with "sales information" that will make your contact with your customer even better. For example, you could talk about other products offered, present coupons, give "How to" information and etc.

   By "adding" a booklet to your product, you will have turned a major negative into a positive experience for your customer. These days, the little victories can really make the difference in the marketplace.

Jeff Bertrand

please email at jhbertrand@aol.com with your comments on this idea.