December 12, 2007
Lawn Care Marketing and Bobby Petrino
Today I wanted to share with you an example of something I’ve talked about many times before. You see, one of the most important parts of creating a killer marketing system is consistent communication with your target market. If you’ve created a ‘farm’ or list of prospects, you should be contacting them as often as possible with some type of message and offer.
That’s not to say you want to bombard your list with mindless promotion and sales pitches. However, you should be touching base with creative messages that stand out from the typical sales garbage that clogs up their mailbox and/or inbox.
Now, a lot of times the hardest part is actually coming up with a reason to contact your prospects. Again, you want to reach out to them, but you want to do it in a way that they enjoy and creates an anticipation to see what you’ll do next.
One of the ways to combat this is to use current events as the motivation to contact them. Every day the headlines are FILLED with news stories about something or other you could use to create an interesting promotion or package around.
As an example, if you follow pro football at all you then you know that Bobby Petrino, the head coach of the Atlanta Falcons, resigned just yesterday and within hours was hired as the head coach at the
Now, that may not be news everywhere, but if you live in either
Here’s how I’d capitalize on this opportunity. If I were in ATL, I’d photocopy the picture of Petrino from the local paper and put it on the top of the sales letter with a headline that says, “Worried You’ll Be Left High and Dry in Your Darkest Hour?”
If I were in
I’d then go on to craft a short story related to either the immediate departure or arrival of Petrino. Again, if you’re in ATL, you could talk about other shady LCO’s that make big promises but end up leaving you high and dry. For the
Ideally, you would then create a service package that you can relate to the story and present your prospects with an offer on the package.
Again, you could do this with just about any story you find in the news. It could be local, national, or even international. It doesn’t have to be something huge, but again, be creative with it.
So, the next time you’re struggling to come up with something to say in your sales letter, open up the newspaper or jump on the internet. Remember, your next promotion is just a headline away!
Filed under Direct Mail, Email Marketing, Lawn Care Marketing, Marketing Programs, Marketing Ideas, Marketing Systems by Chestin




























