Deadly Lawn Care Marketing Mistake #4

As you’ll recall from the previous message, the 3rd deadly marketing mistake is asking your marketing materials to do too much. Well, #4 relates to your marketing materials as well, but this time it’s not asking your marketing materials to do enough.

I know, I know. That may sound like it doesn’t make a whole lot of sense when you consider what mistake #3 is, but let me explain.

If you’ll remember, by asking your marketing materials to do too much I mean expecting them to move your prospects immediately from A to Z. The way to avoid that is by having multiple steps in your marketing process that progressively move the prospects from A through Z.

In order to make that happen however, your materials MUST be specific about what you expect your prospects to do. It must be spelled out in such a way that there’s no way anyone could ever get confused about what you expect them to do next.

So many times I see marketing materials that are soft and spineless when it comes to telling prospects what to do. Don’t be guilty of this!

So how do you avoid making this deadly mistake? Well, if we combine mistakes 3 and 4, you would have a multi-step sequence and in each step you will tell them EXACTLY what you expect them to do.

For example, let’s say you have a yellow pages ad with the goal of having prospects call a recorded message line, on which they leave their name and address if interested, and then finally you have a sales letter that you mail out to those leaving their name and address. That’s an example of a multi-step marketing sequence.

Now, to avoid making deadly mistake number four, in the yellow pages ad you tell your prospect to ‘Call (800) XXX-XXXX 24hrs a day for A Free Recorded Message’. At the end of the recorded message, you will say, “Leave your full name, company name, mailing address, and phone number and we’ll rush you a free report about ‘XXXXXXXX’. And finally, at the end of the sales letter you send out, you include a message that says, ‘Call us before XX/XX/XXXX to take advantage of these special offers. You can reach us at _______ to request your free estimate and to schedule your free services’. 

You see, in each step of the process you’ve very clearly laid out what you expect your prospect to do. There’s no confusion and they’re not left to ask themselves, “What do I do now?” 

Well, we’re over halfway through the 7 deadly mistakes. I hope that you’re finding them very beneficial and that they’re causing you to examine your own marketing efforts to find ways to improve them.

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