Thursday

Lawn Maintenance Advertising Tips

DON'T JUST SELL YOUR LAWN MAINTENANCE SERVICE

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.


START HERE

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.


SELL CONVENIENCE


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.


Copyright Student Lawn Corporation 2007. All rights reserved.

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11 Comments:

Anonymous Anonymous said...

Good tips on focusing on value rather than price. That is what I have been reading about lately. Its about time. What extra service do you find you add the most of Dan?

February 24, 2007  
Anonymous QB Florida boy said...

Good tips on focusing on value rather than price. That is what I have been reading about lately. Its about time. What extra service do you find you add the most of Dan?

February 24, 2007  
Blogger Daniel Pepper said...

Wow! What a question. It really depends on what service or combination of services a customer wants. To give you a simple example, I would say garden bed maintenance is a nice extra service to couple with lawn mowing. You are already going to the customer's house, so whats an extra 5 mins cleaning out their garden beds? It seems to work nicely for me and my team.

February 24, 2007  
Anonymous Boardwalk Lawn & Landscaping said...

that is a crazy idea of making a lawn service into a gift idea. thats cool. i'm going to try that. i know there are a lot of people in the neighborhoods i operate in that would love the gift of lawn care. nice suggestion!!!!!!!!!!!!!!!

February 25, 2007  
Anonymous H. Johnson said...

whats a good way to design a flyer???

February 25, 2007  
Anonymous Anonymous said...

Stick to benefits of doing business with you.

February 25, 2007  
Anonymous Stephen G said...

I LOVE THE CHAPTER ON ADVERTISING IN YOUR FORMULA DAN. I GOT LIKE 50 NEW IDEAS TO TRY OUT!!!!!!!

February 25, 2007  
Anonymous Anonymous said...

there is a lot to be good at to make it but i have to say advertising properly is right up there.

March 15, 2007  
Blogger Darch said...

Hello guys
I wanted to ask if you have used Push reel mowers.... the ones with no engine...
is it true that modern designs are actually easy to operate???

thanks for ur attention

great blog!

May 28, 2007  
Anonymous Anonymous said...

dang this is good. where do i pick up a copy of your course????

September 05, 2007  
Anonymous Aaron said...

When handing out flyers is it worth the time to knock on the door and ask instead of just leaving a flyer?

September 14, 2007  

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