August 12, 2008
Lawn Care Marketing Secret - The Words You Use Matter
If you really want to know how to market your lawn care or landscaping business effectively then you MUST learn to see things through the eyes of your prospects and clients.
You’ve got to communicate your features, benefits, and offers in ways your CUSTOMER understands, not in ways you understand. Is there terminology that’s commonplace within the industry but that people not in the industry wouldn’t understand? Things like ‘PH balance’, ‘overseeding’, saturation rate, etc. These are all words that make perfect sense to anyone within the industry, but ask your typical stay-at-home soccer mom and they’re probably Greek to her.
So, to truly be effective with your marketing you MUST put yourself in your customer’s shoes and explain things in ways they would understand. Make it as simple as possible. In fact, one thing I try to do is write like I’m writing to a bunch of 7th graders. I figure if a 7th grader could understand what I mean, then most of my prospects and customers could as well.
Filed under Customer Prospecting, Direct Mail, Email Marketing, Lawn Care Marketing, Leave Behinds by Chestin
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