August 27, 2008
Lawn Care Marketing: What Are You Really Selling?
Today I want to share something with you that will help you crank up the effectiveness of your marketing efforts AT LEAST 10x’s.
You see, the key to creating killer marketing materials and campaigns is to sell what your clients and prospects really want. And believe it or not, it’s probably NOT what you think it is.
What every single one of your prospects and customers wants is the RESULTS you provide. Unfortunately, 99.9% of all marketing or advertising I see sells the procedures.
For example, I see a TON of marketing that says:
- Weekly service visits
- Full service lawn care service
- Landscape design and installations
- Get 10% off our special service package
Now, I don’t want you thinking you shouldn’t say these things because you should. You just shouldn’t say them by themselves. When said by themselves without any other qualifying information, what you’re selling is the PROCEDURE and not the RESULT.
You see, people don’t give a flip about HOW you’re going to give them a beautiful, thick, weed-free lawn. They just know that’s what they want and that’s what they’re going to pay for.
So, as you prepare to do your fall marketing, take some time to review the materials you’ll be sending out and ask yourself if you’re selling the RESULTS or the PROCEDURES.
Filed under Customer Prospecting, Lawn Care Marketing, Marketing Ideas by Chestin
