September 15, 2006
3 Pillars of Lawn Care Marketing Success
Do you know what the three most important part of any marketing plan are? I know I talk about a lot of things being vitally important when creating your marketing materials, but these three things trump everything I talk about on a regular basis.
Let me give you some hints. It doesn’t have anything to do with an attention grabbing headline, staying in contact with your market, providing exceptional customer service, getting referrals, or any of the umpteen other things I talk about in these emails. Nope.
Now, don’t get me wrong. All of those things are extremely important, but they’re not the vitally important ingredients you need to concentrate on when doing your marketing.
Okay, here goes. The three most important aspects of any marketing plan is the right MESSAGE, to the right MARKET, via the right MEDIUM. That’s it. The three M&M’s if you will.
You see, the right message has the ability to grab attention and convey all the benefits you can provide via your products or service. Get the message wrong, and you’ll sound like Charlie Brown’s teacher to your prospects and customers.
The second step, the right MARKET is even more important than the first. Why, you ask? Well, if you’re trying to sell your lawn care services to the wrong people it’s like trying to sell ice to Eskimos. It just isn’t going to fly! So, before you spend any time or money on any type of marketing, do your homework and make sure you’re sending your carefully crafted message to the right market.
Finally, the right medium is critical for making sure your message gets delivered to your market. If you choose the wrong medium, this one’s like driving a van around with a big loudspeaker strapped to the top, screaming out your message, in a town full of deaf people. You may have the ideal product for your market, but if they can’t see or hear it, again, you’re wasting time and money.
Filed under Lawn Care Marketing by Chestin
