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For plumbers, business isn't a matter of moving from one leaky tap to another. The plumbing business, like all others, is based on cashflow, and the best cashflow is from contracts.
The contract plumber's promotional letter is targeted to specific business opportunities. A classic example would be the contract plumbing job for a large real estate company, doing maintenance on rental properties.
That's a particularly valuable contract, and to get it, the plumber must be highly competitive, and able to deal with such a large workload. The conditions of the contract may include emergency services, and 24 hour service.
The plumber, therefore, designs his promotional materials to offer services that he's able to provide under contract conditions.
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