Most fence companies have never heard of a "consumer awareness guide"—and even fewer have created one. Also known as a Special Report, Free Report, White Paper, Guidebook, or Information Guide, this resource is far more valuable than a traditional company brochure.
Why a Consumer Awareness Guide is Different from a Brochure
A company brochure focuses on you—your products, services, warranties, and installation terms. It’s a direct sales pitch. A consumer awareness guide, on the other hand, shifts the focus to your customers. It addresses their concerns, answers their questions, and helps them make informed decisions about purchasing a fence.
What Should a Consumer Awareness Guide Include?
Industry Concerns: Highlight common issues within the fencing industry.
Common Mistakes to Avoid: Educate consumers on pitfalls they should steer clear of when buying a fence.
Industry Misconceptions: Address myths and misunderstandings about fencing.
Scams to Watch Out For: Expose unethical practices some companies may use.
Product Quality Differences: Explain the range of quality options available, from budget to premium products.
Helpful Tips & Advice: Provide guidance to help consumers make the best choice.
Key Questions to Ask: Offer a list of essential questions buyers should ask before making a purchase.
The Benefits of a Consumer Awareness Guide
Establishes you as an industry expert rather than just another salesperson.
Differentiates you from competitors who only focus on selling.
Helps you clarify what you know (and don’t know) about your industry.
Provides prospects with valuable information they’re already seeking.
Presents information in a digestible, user-friendly format.
Builds trust with potential customers by offering guidance instead of a sales pitch.
Attracts serious buyers willing to pay for quality over price alone.
Steps to Creating Your Consumer Awareness Guide
Step 1: Identify Common Questions
List the top 10 questions your customers frequently ask, especially during initial inquiries.
Step 2: Address Customer Concerns
Understand the fears and doubts prospects may have before purchasing:
“I don’t want to be overcharged.”
“I don’t want to be misled.”
“I don’t want to make a mistake.”
“I don’t want any hidden surprises.”
“I don’t want to deal with unreliable companies.”
Step 3: Craft a Compelling Title
Choose a title that resonates with your audience’s concerns and interests, such as:
Everything You Need to Know About Fences
The 8 Biggest Mistakes Homeowners Make When Buying a Fence—And How to Avoid Them
The Ultimate Guide to Buying a Vinyl Fence
10 Things Fence Companies Won’t Tell You
5 Ways to Get the Best Vinyl Fence
Step 4: List the Questions Consumers Should Be Asking
Go beyond common inquiries and include the questions you wish buyers would ask, along with your expert answers.
Step 5: Write an Introductory Letter
Introduce yourself and your company, establish credibility, and explain why you created this guide. Summarize what’s inside and what readers should do next.
Step 6: Provide a Call to Action
Clearly outline the next steps for prospects after reading your guide. Should they call for a consultation? Visit your showroom? Request a quote? Make it easy for them to take action.
Step 7: Assemble Your Guide Efficiently
Break the process into manageable sections: draft a cover letter, answer common questions, address fears, list essential questions, and provide a clear next step.
Need Help Creating Your Consumer Awareness Guide?
National Vinyl Products offers a free mini-course on building an effective consumer awareness guide. This course includes a 22-page workbook, audio tutorials, sample guides, and step-by-step instructions to help you craft your guide from scratch.
Contact your Territory Account Representative or email us at marketing@nvpfence.com to get started.
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