Boring Fire Protection Emails REDONE
Below, I show a generic email from a fire protection company.
The first one does nothing to warm the prospect to the business. It’s bland, vanilla, and with a simple company name change, could be sent from any fire protection company anywhere in the country.
The redos that follow stand a much better chance of making the company a category of one in the prospect’s mind. And when you’re a category of one, you are the ONLY company they’ll ever want to or even think to deal with when a fire protection need arises.
—————-
Subject: Quarterly Fire Protection System Reminder
Hello,
This is a courtesy reminder regarding the ongoing maintenance of your fire protection systems.
Regular inspection and servicing of fire protection equipment is an important part of maintaining compliance and ensuring proper operation in the event of an emergency. While these systems are not frequently used, they should be inspected according to recommended schedules.
Please consider reviewing the following items:
Fire extinguishers should be visually inspected monthly
Annual extinguisher servicing should be performed by a certified technician
Fire alarm systems should be tested in accordance with local code requirements
Emergency exit lighting should be checked to ensure proper operation
Sprinkler systems should remain unobstructed at all times
Keeping documentation of all inspections and service dates is recommended for audit and compliance purposes.
If you are unsure of your current inspection status or would like to schedule routine service, please contact our office during regular business hours.
Thank you for your continued attention to fire safety and compliance.
Sincerely,
ABC Fire Protection Services
—————
THE REDO
Subject: The stuff you hope you never need… better work.
Hi —
Nobody brags about their fire protection system.
It’s not like a new piece of equipment.
It doesn’t boost production.
It doesn’t increase sales.
It just sits there.
Quiet.
Unnoticed.
Ignored.
Until the one day it matters more than anything else in the building.
That’s why this isn’t a “sales email.”
It’s a reminder from people who see what happens when these systems get treated like background noise.
Here’s what tends to slip:
– Fire extinguishers that haven’t been visually checked in months
– Annual servicing that quietly came and went
– Fire alarm panels that haven’t been tested to current code
– Emergency lights with batteries that won’t last 30 seconds
– Sprinkler heads blocked by new racking or inventory
None of this feels urgent.
Until it is.
And here’s the part most people don’t think about:
When something happens, the first thing investigators ask for isn’t your opinion.
It’s your documentation.
Inspection logs.
Service dates.
Compliance records.
If those aren’t clean and current, things get complicated fast.
If you’re 100% confident your inspections are current and documented properly — good.
If you’re not sure… that’s usually the sign it’s time to look.
We can:
• Review where you stand
• Identify any gaps
• Get you back on schedule without disrupting operations
No drama. No scare tactics. Just making sure the stuff you hope you never need… works.
Reply to this email or call the office and we’ll take care of it.
—
ABC Fire Protection Services
(We make sure the quiet systems stay quiet.)
P.S. Tomorrow, I'll show you how most fire protection companies rip customers off when they come in to make sure everything is up to date. And, I'll show you how we do it at the most fair and reasonable rates you've ever heard of.
—————-
The next day’s email:
Subject: How fire protection companies quietly pad the invoice
Yesterday I told you I’d show you how most fire protection companies rip customers off.
Let’s do that.
First — not all of them are bad.
But the industry?
It’s full of “you wouldn’t know the difference anyway” pricing.
Here’s how it usually works.
They show up for a routine inspection.
Everything looks fine.
Then the clipboard comes out.
Suddenly:
• “This extinguisher needs to be replaced.”
• “This head looks questionable.”
• “We’ll need to upgrade this panel soon.”
• “Code changed.”
And technically?
Sometimes they’re not wrong.
But here’s the part that feels off:
You don’t know what actually needs to be done
vs.
what simply can be done.
And because it involves safety and compliance, most customers just sign.
Nobody wants to argue about fire protection.
So invoices quietly inflate.
—
Here’s what padding looks like in the real world:
Replacing extinguishers that only needed servicing
Recommending full system upgrades when a component would solve it
Charging premium “emergency” rates for scheduled work
Adding vague line items you can’t decipher
The worst part?
Most building owners and facility managers don’t even realize it’s happening.
—
Now here’s how we do it.
We separate three things clearly:
What is required by code
What is recommended for safety
What is optional
You’ll know exactly which bucket each item falls into.
If something must be fixed to stay compliant — we’ll say it plainly.
If something is simply aging but functional — we’ll tell you that too.
If something can wait — we’ll tell you that as well.
No “fear upsell.”
No mystery line items.
No vague language.
And if you ever want a second opinion on a quote someone else gave you?
Send it over.
We’ll review it and tell you, straight up, whether it makes sense.
Sometimes it will.
Sometimes it won’t.
Either way, you’ll know.
Because the goal isn’t to make money on confusion.
It’s to build long-term relationships with people who appreciate straight answers.
If you’d like us to review your current inspection report or give you a clean, transparent quote, reply with:
“Review.”
We’ll take it from there.
—
ABC Fire Protection Services
(Compliance without the games.)
P.S. In the next email, I’ll show you the one question you should ask any fire protection company before signing their invoice. Almost nobody asks it.
————
The next day’s email:
Subject: Ask this before you sign anything.
Yesterday I told you there’s one question you should ask before signing a fire protection invoice.
Almost nobody asks it.
Here it is:
“Is this required by code — or is this your recommendation?”
Simple.
But it changes everything.
Because those are two very different categories.
Required by code?
That’s not optional. It gets done.
Recommended?
Maybe it makes sense. Maybe it doesn’t. Maybe it can wait. Maybe there’s a lower-cost solution.
But if you don’t separate the two, they blur together on the invoice.
And when they blur together, you lose leverage.
Most companies don’t intentionally lie.
They just present everything with the same tone of urgency.
“It needs to be addressed.”
“Should be replaced.”
“Needs attention.”
That language sounds official.
It also avoids clarity.
When you ask that one question, you force specificity.
Is it:
• A hard compliance requirement?
• A manufacturer guideline?
• A best-practice recommendation?
• Or simply a sales opportunity?
You deserve to know which bucket it falls into.
And here’s something else:
If a company gets defensive when you ask that question… that tells you more than the answer.
At ABC Fire Protection, we label everything clearly:
Required
Recommended
Optional
In writing.
No guessing. No pressure.
Because informed customers stick around longer than confused ones.
If you’ve got an invoice sitting on your desk right now and you’re not sure what’s what, send it over.
We’ll tell you exactly how we’d categorize each line item.
No games.
—
ABC Fire Protection Services
(Clarity costs less than confusion.)
P.S. Tomorrow I’ll show you why some companies don’t like long-term service agreements — and why we actually prefer them.
—————-
The next day’s email:
Subject: Why some companies avoid long-term agreements
Yesterday I mentioned something that might sound backwards:
Some fire protection companies don’t like long-term service agreements.
Here’s why.
If your inspections are disorganized…
If your pricing changes every visit…
If you rely on “finding” extra billable items to hit numbers…
You don’t want predictability.
Predictability limits opportunity.
Opportunity to upsell.
Opportunity to re-price.
Opportunity to “discover” issues.
That’s why a lot of companies prefer one-off visits.
Every time they walk in the door, the meter resets.
—
We look at it differently.
We prefer long-term agreements.
And it’s not because they lock you in.
It’s because they lock us in.
They force us to:
• Keep your systems on schedule
• Maintain clean documentation
• Price things consistently
• Prevent problems instead of chasing them
When we’re responsible year after year, surprises go down.
Costs stabilize.
And inspections stop feeling like financial ambushes.
Here’s what usually happens without a structured plan:
Year 1: Everything looks fine.
Year 2: A few “issues” pop up.
Year 3: Now you’re behind schedule and catching up.
Year 4: Big invoice.
Not because anyone’s evil.
Because nobody owned the timeline.
A clear service agreement does one thing well:
It replaces randomness with routine.
Routine is cheaper.
Routine is calmer.
Routine keeps you compliant without drama.
If you already have a plan in place that’s working — good.
If you don’t, or you’re not sure what’s included in your current agreement, we can outline what a predictable, transparent service structure would look like for your facility.
No pressure. No lock-in conversation.
Just clarity.
Reply with “Plan” and we’ll map it out.
—
ABC Fire Protection Services
(We prefer boring inspections and predictable invoices.)
—————
Alright, how are those emails from a fire protection company? If you don’t own a commercial building they might not seem terribly impressive. But if you do, and you’ve had to endure the annual check ups from these fire protections thieves (I have), these emails are a breath of fresh air.
If I actually got a series of emails like this I would instantly be a forever customer.
