For most companies, it’s an obvious no brainer to create killer sales copy.

And many companies see the benefit of helping customers make a buying decision by producing valuable pre-sale content.

But only a handful of companies focus on the post-purchase portion of the customer journey.

If you aren’t providing content that helps your customer achieve great success with your product or service…you are missing a key opportunity to reduce returns, banish bad reviews, and create raving fans.

I have two standard poodle puppies so I buy a lot of dog toys.

While I wouldn’t categorize my pups as “toy destroyers”…destruction happens.

I sweep up the fluff and watch my Facebook feed for the next ad full of promises of durability and dog happiness.

A week or so ago, I was served an ad from Super Ruff for their Groovy Toob. A rubber toy designed for “medium chewers”.

Sounds good, so I type in my credit card details.

That action kicked off a proper transactional email sequence.

But then, something unexpected landed in my inbox.

It was an email designed to help me and my poodles achieve success with this toy.

Success. With a dog toy.

Wow! A company that gets it. And gets *me*. Because I want my dogs to have fun with their toys…for more than 12.5 seconds.

And let’s face it, at $25 this isn’t a toy I want destroyed in mere moments.

So…back to that email.

The folks at Super Ruff, introduce me to Bernie, an Italian Mastiff.

These dogs are known for their freakish mouth grip - so already…if I had any concerns about my dog’s ability to shatter this toy, I’m feeling better.

Because mastiff mouth > poodle mouth.

Brilliant.

There’s also a link to a video of Bernie applying her freakish mouth grip to the Groovy Toob. At 5+ minutes, the video’s a little long but the concept is as strong as her jaws.

But hey, we’ve had toys that never made it to the five-minute mark so you can’t deny the credibility this lends to their durability claims.

Super Ruff knows that every dog owner has experienced the heartbreak and wallet drain of expensive toys that don’t live up to promises.

From there, Super Ruff goes on to tell me how Bernie and her mega mouth were trained to enjoy and not destroy.

Because how your dog approaches a toy has a lot to do with how long that toy will last.

Who knew?

If you said, “the folks at Super Ruff” you’d be right.

The email then transitions to show me how to introduce the toy to my dog and what toy destroying chewing looks like.

And here is where my only quibble comes in.

Super Ruff has two different toys - the Squeal and the Groovy Toob.

In the images of the email, they show pictures of the Squeal…but that isn’t the product I ordered.

This could lead to customer confusion and could probably be resolved with some tagging technology.

But I really like the quick training tip they provide.

This information is a value add for not only this toy but could help me maximize the life span and safe enjoyment of other toys I buy my pups.

Win-win.

When you ensure that your customers know how to use your products effectively, you reduce negative outcomes for them - and for your business.

If I just threw this toy to my dog like I have with every other toy?

Maybe he would shred it faster than I can hop on the world wide web and leave your company a bad review.

Isn’t it easier to write an email for delivery day and create a page on your website full of tips and GIFs designed to “make it last’?

Say yes.

And when customers notice you making a little extra effort to take your relationship beyond the buy now button, you reap rewards.

I’ve mentioned the Groovy Toob on my Facebook page, in a couple of dog-centric FB groups, and in this article.

Plus, when the ad popped back up in my feed? I took the time to write a positive comment about my experience with this company and their products.

It’s fair to say I’m a raving fan.

All from a little email designed to help me get the most from my purchase.

To Your Great Success: Content to Create Raving Fans