Editorial: An Overlooked Secret That Leads To More Profits - PART II
By Daniel Pepper
"Sharing makes you bigger than you are. The more you pour out, the more life will be able to pour in."
- Jim Rohn
Rule #3. SHARE FIRST, GET SECOND
You will reap what you sow. This age old piece of advice never fails. This is one of the cardinal rules in the lawn care business industry. In order to "REAP," first you have to "SOW".
Whatever you do, NEVER EVER ask your lawn business email subscribers to make a purchase unless you have presented them with something of value beforehand.
For example, if you're gearing up for your FALL CLEANUP promotion, it's a must to email out a few "no strings attached" emails full of useful lawn and garden info and then follow them up with an email that includes a promotion for FALL CLEANUP.
It's like oil in an engine. If you GIVE free valuable INFORMATION then people won't mind when you make a SALES PITCH. After all, you've just given them a whole lot of useful and FREE lawn and garden content.
Plus, if your information really is valuable, it'll convince your readers that they can trust you and that your lawn care service is valuable as well.
Rule #4. TEST EVERY EMAIL
I say it in my course and I'll say it here: TEST EVERYTHING.
Why?
So you can discover exactly what's working and what's isn't. You must take advantage of this ability.
Picture this to help drive this point home.
In a boxing match you have 2 opponents. Both know how to put on gloves and swing. Who doesn't? But one of the opponents has studied his opponent and knows where to hit him to do the most damage. He won't waste all his time punching his opponent's body because he knows that one good shot to the chin will do the trick.
Who do you think has a GREATER chance of success?
Obviously the boxer who knows where to punch and where not to punch.
When it comes to your email campaigns, I strongly urge you to test as many different elements as possible so that you too know what to say and what not say to produce the most profits for your lawn business.
Here are some areas in your email that you can test:
- THE TIME THE EMAIL IS SENT: You'll be amazed to find out that emailing on different days will produce different results. Which day of the week makes your phone ring more? And which time on that day? Will you get better results if you email your lawn customers on Satuday at 9am. Or Friday at 6pm?
- SUBJECT: Here is the initial contact your customer has with you. Your subject line has to get their attention and compel them to open your lawn business email.
- THE OFFER: Try testing different price points. For example $97 yard clean up or $159 yard clean up. Or $39 fertilizer special and a $59 fertilizer special. You can also try different bundles like - fertilizer and lime $89 or fertilizer and moss killer $69 or a lawn cut and a garden bed clean up $55 etc. Test as many bundles as you can come up with.
- THE EMAIL: Make certain to test different email messages to see which one causes your phone to ring most.
- CALL TO ACTION: You never know what is going to get your phone ringing then by testing. Maybe they'll respond to a simple "Call Now." Or maybe they like more casual language, such as "Make sure to call us today!" Maybe they don't need you to tell them to call or maybe they do.
The only way to know for sure is to test different calls to action -- and see which works best for your lawn care business!
Once again, the only way to know for sure is to TEST. And only test ONE THING at a time!
IN CONCLUSION
Lets listen to Jim Rohn when he says to share. The more we share with our lawn care business customers, the more they'll share their hard earned money with us.
It's not about ripping them off. It's not all about money. It's about caring enough to GIVE away something before you ask for something in return.
So follow the email rules you've learned. Don't be a spammer.
Include the physical address of your lawn business in everyone of your emails. Make sure your customers can UNSUBSCRIBE if they like so they feel like they're not locked on your email list. And if anyone does unsubscribe, be quick to remove them from your list and DON'T take it personally.
Okay, there you have it. These are some simple rules to follow when it comes to emailing that can lead to more lawn business profits.
Remember, follow these rules, grow your email list, and you'll be amazed how many people will be subscribing to your information in the next 6 months, a year, 4 years. That's a lot of people you can draw from to stir up some more business with the CLICK OF YOUR MOUSE!
If you put these tips into action you'll be sure to meet with success!
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All Of Us Are In Debt
By Daniel Pepper
Yes the title of this little article is not a misprint. All of us are in debt. I heard this statement from one of the most respected business philosophers and found it interesting enough to pass onto you.
We are indebted to our good ol' parents because they were responsible for bringing us into the world. Sorry everyone, but if it wasn't for them, you wouldn't be here.
Next, we're indebted to the hospitals and the medical professionals who helped deliver us into this world. They all played in helping make our arrival a healthy and safe one.
Next, we're indebted to all the pastors, priests, rabbis, and other teachers who taught us the essence of life by instructing us in the character qualities that are important to us, regardless of our chosen field of endeavor. That's a mouthful but it's true.
We're also in debt to the educational structure where we learned reading, writing, and arithmetic. Yes, all of these are key to our lives.
Of course, we can't forget we are indebted to all those people whose messages have been encouraging as well as informative and instructional. This newsletter included, of course. :D
And on and on the list goes.
All of us are in debt and the one way to repay that debt is to regularly express genuine thanks and gratitude to all those people who help make our lives worth living. Show sincere gratitude and your list of friends and associates will grow.
So start paying off your debt with thankfulness.
Until next time...
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