Thursday

Lawn Business Marketing Example

Hi Everyone,

Lets look at and analyze a lawn business ad and see how we can improve it.

The following is a sample ad we received recently. The sender asked for some advice so we're going to give some.



_____________________________________________________
COMPANY NAME
Professional, Affordable
Early Bird Special
Spring is around the corner.
We will:
Mow
Trim
-------
-------
Other services available such as:
--------
--------
Sign up before April 1 and save
$5.00 per visit
-Free Estimates-
Call Today!
555-5555
Satisfaction Guaranteed
_____________________________________________________
First off, this ad has many elements a successful ad needs. What we would suggest (in the end you make the call) is a little rearranging and adding a little more here and there.
First off, our advice has been termed outrageous. That's okay because the results have also been known to be outrageous. I don't know about you, but we believe it's all about results. It's all about persuasion. Getting a prospective customer's attention and moving them to call you.
Right? Whats the point of having an ad that doesn't make your phone ring?
So what we need is a killer headline. The truth is we like this company name. It just needs to be located in a different spot.
We like the promotion because everyone wants to know what the "special" is all about. What "deal" or "bargain" will an interested party get?
After we ran the ad past a few of us in the office this is how we would rearrange it for possibly better results. We say 'possibly' because you'll never know unless you try it and TEST it. That means you have to keep track of your results. Always, always, always ask people where they heard about you when they contact you. This way you'll know what marketing is working and what marketing is not.
You with us? Okay let's keep going.
This is the new version of the ad. You'll notice in this new example we have followed the age-old formula of ATTENTION - INTEREST - DESIRE - ACTION.
We catch people's attention with the headline. On average there are atleast 1500-3000 marketing messages being shot at your prospective customers every single day. You have to stand out of the crowd.
Once we get them to pay attention we have to stir up some interest. We then create a desire and end the ad with a call to action - pick up the phone now and call us.
_____________________________________________________
FINALLY!
A Way To Have The Best Lawn & Garden On Your Block...
GUARANTEED!
Are you looking for mowing, trimming,
shrub maintenance and other services?
Then look no further.
-----------------------------------------------
"My lawn has never looked better.
I am so happy with these guys and
my neighbors are impressed too."
- Mr. X, Somewhere County
----------------------------------------------
EARLY BIRD SPECIAL!!!
If you book your service before April 1st
you'll receive 5% OFF all season long!
HURRY! Offer Ends April 1st, 2008 12pm sharp!
Call Today For Your FREE Estimate
555-5555
[COMPANY NAME]
*Only 37 New Customer Spots Available
_____________________________________________________
There you have it. This is a very basic overhaul of a lawn business ad but it's enough to get your creative going. There's a ton of variations you could use in this ad but you get the point.
Advertising is salesmanship in print. This ad has the job of convincing someone to call you. And in the end, the number of people who call as a result of this ad is the clear reflection of how good or bad it is.
We hope this helps!
The Staff

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