I didn't mean numbered lists can't be effective. They can be, in the right place, and you can still use it. I heard something years ago I never forgot. A couple of gurus were talking about writing copy and justification when they asked, "if you were writing a letter to your mother would you full-justify it?" Would you? Probably not. It's way too business-like for mom. Why wouldn't you want to treat potential customers the same way?
The best, most cutting-edge equipment and being the most highly educated fellow in your field won't get you a fraction of what comes with, "Hey, I like this guy." When people like having you in their home they don't want to call anybody else. That's a painful and scarey thought. People look for companies they think they'll like having in their home.
If I've learned anything about this business it's that it's all about relationships. Which approach would you think has a better chance laying the ground work for a longtime relationship with Mrs. Piffleton? A nice, tidy, unemotional, detatched list of reasons to buy, or something more personal and conversational? That's my logic.
Do yourself a favor, go to the mall and spend the fifty or hundred bucks to get a few great pics of you in uniform showing off your million dollar smile so Mrs. Piffleton can see she's gonna like who's she's calling.
