Lawn Maintenance Advertising Tips
If you want to attract the good and okay customer that will add toyour profits, you must use advertising to project high value -- this is a secret of lawn maintenance advertising.
You want customers on your roster that are smart enough to understand that a higher price can be well worth it if they get genuine value for their money.
Even as you read this, any lawn maintenance advertising you have going right now isattracting a specific type of customer whether you realize it or not.
As I learned and am now suggesting to you, the first place to start when designing a high value ad for your lawn maintenance service is, whatever you do, don't just sell the service.
If you are just selling your lawn maintenance service and no other benefit to the customer you are putting yourself in the trap of being a commodity where the cheapest price wins.
If customers see no difference and no benefit in choosing your lawn maintenance business over another then they would be foolish paying moremoney for the exact same service that they could get from a competitor.
DON'T FALL FOR THIS LIE
A lot of lawn maintenance business owners complain that they are in a market in the country where customers only care about getting the cheapest price.
But take any market, any business category, there are businesses that are at the highest price. I've seen several situations in which 2 lawn maintenance business owners, one is convinced that they are only selling a commodity for the cheapest price and the other is selling in the same market at a much higher price.
THIS IS HOW YOU PRICE HIGH
To price yourself at the high end of your market you have to add things to your lawn maintenance services that are more important than just the lowest price.
Let me give you an example. Keep in mind that there a few different types of lawn care service purchasers...
Many people like unique gifts. There are quite a few stories of peoplewandering the malls looking for that last minute special gift.
What do you think would happen if this type of purchaser had seenan ad like:
"Use ABC Mowing's annual reminder service to never rushfor a last minute gift. Give a unique gift and make them smile."
Really picture this. A lawn maintenance business that helps pick a purchase.When that person makes the purchase the lawn care business keeps iton file. They phone the person a few days after the lawn service iscarried out and ask how the person liked the gift.
1 year later they call again and email a couple of gift choices that match last year's lawn care service. They will give a couple of price range options and will have the gift lawn service ready to go as soon as the person says go ahead.
Dumb idea you think?
It's better to have a list of 200 people to remind than be waiting around for people to call because of an ad that says 50% OFF first lawn service.
Don't just sell a lawn maintenance service. Sell the convenience. In the example above, it was the convenience of buying and giving aunique gift.
This is a simple, new way to look at your business. You get the picture.
Continually think of ways for your lawn maintenance business to stand out. A lot of your competitors are too lazy or distracted to do the extra things that drive more business in.
I agree, adding on extra services is a pain. But being broke and fighting for scraps of customers with competitors who offer theexact same thing is a much, much bigger pain.
I'd rather suffer the pain of being innovative and so should you.
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