If you are not doing this, you will struggle to grow your lawn care company.
We’re working on a project right now at ServiceAutopilot. It requires that we call about 10% to 15% of our members, about 300 companies. What we’re finding is that to get them on the phone generally takes a couple calls. That’s a broad generalization, because there’s a whole bunch of clients, members that answer on that first call. However, there’s a lot that we have to leave a voicemail for. We’ve been having this discussion internally and that’s the point of this video.
It is absolutely imperative that you answer your phone and that I answer my phone. Your marketing doesn’t work very well if you don’t answer your phone. Your customer service isn’t very good if you don’t answer your phone. The most common scenario is that when someone is looking for a service provider, they have a list of a couple people that they probably found on the web or they got door hangers off their door. They called the most interesting one first. If they don’t answer, they don’t leave a message generally, and then they call the second one, and then the third one. If that third one answers, and they sound good and give a fair price, they get the business.
The game is speed, and when you don’t answer your phone, you’re losing the game of speed. Clients want things to be easy and fast. When you’re the guy that doesn’t answer, when you’re the company that doesn’t answer, you don’t win the business. Your competitor does. After you spend all that money on marketing and you don’t answer your phone or I don’t answer my phone, then it feels like, “Oh, this marketing thing just doesn’t work. None of this marketing works.” It’s generally because the calls aren’t getting answered.
Sometimes that even means not answering the calls on Saturdays. If you want to win the game in the big selling season which, depending on your business, might be spring, it might make sense to answer the phone on Saturdays. It might make sense to answer the phone into the evening. This is really interesting, because at ServiceAutopilot, of all the cloud-based software systems out there in the industry, we tend to be the one that attracts the bigger or more successful companies.
If you were to analyze our clients, you’ll see that we have a lot of bigger companies. We have a lot of companies, a lot of people, but if anybody is going to cancel ServiceAutopilot, it’s the little bitty company that’s just got a crew or a tech and it’s because they won’t do even a single training with us. They won’t learn the systems, so they just go to another system that’s really simple and super, super basic that can’t do that much because it’s easier to use.
The reason I wanted to say that is I wanted to point out that when I say that many members aren’t answering their phones, one, we have some incredible companies that do. That’s how they built their companies is they’re willing to do the things that the little guys aren’t willing to do. That’s how they got big.
I wanted to point out that even within our client base that tends to be bigger and more successful than the clients that other companies have, we still see many of our members not answering their phone. It’s absolutely imperative, critical that you answer your phone. It’s the difference maker. It’s the thing you cannot ignore.
I wanted to record the video to remind you that if you’re not answering the phone, spend the money on that. It will improve your customer service and it will make all your marketing work better. You’ll sell tons more work. You’ll be surprised at what a difference it makes. Figure out how to answer the phone. It’s a difference maker.
Do this and you won’t have to worry about “what if my marketing doesn’t work”…
This question is about the fear of putting out door hangers or marketing pieces, blowing the money, and it not working. It is a very valid fear.
This individual says they refuse to work for anyone and they’re determined to make it on their own. I think that’s absolutely fantastic! I think you should do everything necessary and put whatever amount of time, hours, heartache, frustration, and expense you have to commit to this. You should do it to make this happen. It will set you up for a completely different life down the road.
I think you’re going down the right path.
This is a fear that everybody has. I’ve even had it. I’ve lost plenty of money making mistakes. Unfortunately, that’s how we generally learn.
I’m going to give you a piece of advice that you probably won’t like. But, if you follow it, you will be successful. The reason that your marketing won’t work, whether it’s direct mail, door hangers, or whatever the media is, you’ve got to make sure you’re going after people that can buy your service. Make sure you are in the right market. If these people can buy from you, if they can afford you, if they have a need, for example. The best way for you to figure that out is if you already have tons of competitors in that neighborhood, or in that area. If you have tons of competition right there … and I mean tons … then there’s a need. That’s the perfect market. You don’t look for a market where there aren’t competitors. You look for the market where there’s the most competition, because that means there’s huge need.
It is the message that matters. Of course media plays a part because you want to make sure it gets read and you want to make sure it gets seen. You want to make sure it doesn’t go straight in the trash. But, the message is the most important part.
This is where the advice comes in that may not be so exciting. How do you perfect your message? If you want to communicate and you want to make this stuff work, then you have to be saying things to your prospective client that resonates with them. What is it that you have to say to make people get off the couch and go to their computer to request an estimate? That’s really what this comes down to. If you think about it in those simple terms, you’ll be able to figure this out.
What would it take to get your prospect to take action? Be really realistic about this. What would it take? Let’s say somebody’s selling you something, not lawn care, because you know lawn care, but something else completely different. What if someone wanted to come to your home and wash your car every week? That’s a luxury that most people might not spend money on. So, what is it that I would have to say to you that would be so convincing that you would spend 35 or 40 bucks a week, or whatever that number is, for me to come to your house and wash your car every week? You’ve got to really think about it in those terms. That type of thinking is what you apply to solving the problem of insuring that your material is going to work.
The way you do this is you go knock on doors. It’s the fastest, easiest way. Just go knock on some doors. Tell yourself that this is a test. You may not sell anything, but you are going to learn an incredible amount just by knocking on doors. You’re not looking to make sales here. Sales are a bonus. What you’re hoping for is to figure out what people object to. When you ask to mow their lawn or take over their pest control, what is the objection that they say? Are they too busy, do they like their existing company, do they maintain it on their own? What are the objections? You’re listening for that.
Then you’re listening to what their frustrations are. They don’t like lawn companies, nobody remembers to close the gate, they accidentally scalped my yard or burned my lawn with chemicals. Listen to their complaints.
Next, listen to their dislikes. Are they looking for a bigger, well known company? Are they looking for a company that has uniforms and painted trucks? These are things you’re not really going to hear, but they’re examples of dislikes. What is it that they dislike about you? What is it they dislike about your competition?
With that, you’re concluding what their fears are. Their fears are that they’re going to overpay. Their fears are that you’re not going to do a good job. Their fears are that they’re going to switch lawn care companies again and you’re going to once again let them down like every other lawn care company has. Their fears are that they don’t know if your people are trustworthy and honest. Their fears are that you’re not really going to show up on the day that you promise. Their fears are on, and on, and on.
So, you’re looking for their objections. What do they dislike about me or my competitors? What are their complaints about companies like me? From that, you conclude their fears. This lets you craft the message. They have a checklist in their mind that are their buying criteria. When you, on your marketing piece, address all these things, so you preempt their objections, you position yourself to win this game.
The question isn’t really, “How do I ensure that I’m not going to make a mistake and waste my money, and my marketing’s not going to work?” The real question is, “How do I minimize it? How do I take the most risk out of this process of marketing?” The way you do that is you make sure you’re going after the right market with tons of competition. Then, you make sure you’re going after that market at the right time of year. Don’t sell me mowing in winter. Don’t sell me fertilization and weed control in winter. Don’t sell me irrigation when I don’t have an irrigation system in my lawn and you’re selling me repair work. You get the idea. Sell it at the right time of year. Sell me something that I can actually buy. Address and preempt my objections, my fears, my frustrations, and then give me a reason to do it.
I’ll add two more. Give me a reason to do it. Why in the world should I take action with you now? Why should I not just wait until next year? Why should I not just wait another month? Remember. It’s a hassle for me to drop my current company and go with you. Why should I work with you now? You’ve got to give me a compelling reason to do it. Just addressing my objections is not enough. You might have to give me something…a bonus, a gift, a freebie, something. Twenty-five dollars free to mow your lawn is not very exciting. You’ve got to get me something to make me move.
I’ll leave with this. On that marketing piece, how do you get me to look at your marketing piece over the other three that are on my door right now? How do you stand out, catch my attention, and get read. Why do I keep your piece, and throw your three competitors in the trash? How do you get me to notice you above every other piece on my door, all the other noise that’s happening in my mailbox and on my door? That’s the stuff you work on.
When you figure that out, then you’ve nailed it and you’ll minimize your risk. You’ll minimize your mistakes. Even the pros screw this up. There is no high-dollar marketing person that you can hire that will get it right all the time. There are so many variables. You will make mistakes. This is a game. You’re not just doing marketing once. You’re doing marketing over years, and years, and years. You’re going to have some screw-ups and there’s nothing you can do about it. It’s part of the game, but the wins build the business. The wins make you rich. The wins give you a great lifestyle.
You’re playing the game to minimize risk and achieve as many wins as possible. The best way to do it is just get out there and start testing in small samples. Try little things. The way you learn the fastest is to go talk to people, hear what they say, and apply that to your marketing. Then, read marketing books. On LawnCareMillionaire, you can download my free ebook. That has the 34 best, most important books that I’ve read. A bunch of those books are about marketing. Read every book on that list and do everything I just said. You will be successful and you will make a minimal number of marketing mistakes. Good luck.
Watch this video to learn Jonathan’s number one lawn care marketing tip.
When I’m asked to critique a door hanger, postcard, website, some type of marketing piece, the most common thing that I see is that piece is trying to do too much. It’s trying to say too much. It’s trying to be too much. When I say it’s trying to say too much, I don’t mean that it’s too wordy because I often find that a lot of copy and text works well when combined with the right imagery.
What I mean by trying to say too much is, it’s possibly trying to give so much information that it’s trying to go straight for the sell. It’s trying to give price, all the benefits, five different ways to get a hold of you, and what’s being imagined when that piece was created is how can I get them to sign up for my service?
Really, the way you want to think about it, and so this is a really important tip in whatever marketing piece you create, what is the next action that you want them to take? The final outcome, the goal is to sell. You want them to sign up but you have to move them, this prospect, forward in baby steps. You’ve got to make it effortless, so the reality is that when they receive your door hanger on their door or a postcard in their mailbox, all you really want them to do is to pick up the phone and call you, visit your website and fill out an estimate form or, send you an email. It’s probably one of those three things.
The real purpose of your marketing piece is to get them to do that. It’s not to go for the sale. That’s why it’s not always necessary to put pricing material onto your marketing piece. You don’t need them to know the pricing yet because you’re not going to make the sale yet. All I need them to do, all you need them to do is contact you. When they contact you, you can give them the next set of selling points that they need to hear. You can tell them about the benefits. You can answer their objections.
Then you can give them price because yes, they do need price eventually to make that buying decision, but they may not need it initially. That’s why in most of my marketing pieces I never run the price. It’s not necessary. The only thing I need them to do is contact me. Then the sales team will take the next step, or if they’re sending in a request for an estimate, then our sales team and our estimators or whomever will take that next step. But, all that marketing piece is supposed to do is get them to contact you.
When you think about it that way, that can allow you to mentally focus on that one task, and you can get all the unnecessary language and copy and text off of that marketing piece and focus just on that one mission. If you think about it that way, it will simplify the process that you have to go through to create a marketing piece. It’ll tell you mentally exactly what you’re trying to accomplish and how to go about that, and then you’ll find that your marketing is more successful.
Question: “I’m just getting started. How can I create immediate income in my lawn care business?“
One of the great things about the landscape industry is that you really can create immediate income.
You can go out and get work versus waiting for it to come to you. As a result it is possible to find work quickly.
All you have to do is walk down the street, knock on doors, introduce yourself and tell the story of your company. It takes a small bit of courage, but it works!
If you are selling commercial, you walk in the door and ask for the business. You ask to bid the property.
If they don’t need you now (most won’t), find out when their existing agreement expires or when the contract will go out for bid. Put that date on your calendar and follow up months in advance to ensure you have an opportunity to participate in the bidding process.
Don’t forget to ask for the name of the person who will make the decision.
These are the three fastest ways to get immediate income:
1) Knock on doors.
2) Put out door hangers. If you don’t have money, pass them out yourself.
3) Build a high quality website and run PPC ads. Google the term Adwords to learn more.
Let’s assume during the start up phase you are in the field 40% of the week. You don’t have enough work to fill up an entire week. So, the other 60% of the week you need to spend your time prospecting for new business.
I’ve heard many say when you are starting out, price low. Then, once you earn some business and your customers trust you, raise your prices.
Start out pricing yourself near the middle of the market or higher.
If you price too low, as you start growing, you will not have any money to hire help. You won’t have money to buy good eqiupment. You won’t have money to advertise your business.
You will get trapped in the field if you don’t have money.
Long term, the only way to make a lot of money is to get yourself out of the field and pay others to do all of the field work.
As you grow you will have less and less time to focus on sales and marketing. You MUST constantly replace yourself in the field by hiring help.
Doing so frees up more of your time to seek out new business.
If you stop marketing and selling, your revenue stream will dry up.
Each time you replace yourself in the field, resume exactly what made you successful in the first place…knocking on doors, distributing door hangers, online marketing, asking for referrals, etc.
As you hire ‘guys’ to help, demand hard work and quality. Don’t accept poor or slow work. If you look at an employee and realize that you could do that job in 30% the time it takes them, you’ve hired the wrong person.
There are plenty of great guys. A lot of those guys will surprise you by out-working you.
Don’t settle for mediocre people. It will kill your business and burn you out.
Once you hire your first foreman and have successfully replaced yourself with a self-operating crew, you have accomplished a major milestone.
Repeat this several times, price correctly, and you will find you have the money to hire an operations person to help you run the business.
Once you reach this point you are well on your way.
You will be ahead of most of your peers in the industry.
Go make your first sell. Not next month. Now.
Watch this video and learn what makes customers remember you in your market.
Are you highly visible in your market? As you’re looking at your trucks today, pay attention to how they show when someone that doesn’t know you sees your trucks on the road. Or, if you have a whole bunch of white trucks, is that doing anything to constantly pound your name into your prospective client’s mind?
Just as important, when you send out marketing, or another client refers you, you want the person, the prospect, to have an association with your company. If I refer you to my friend, you want my friend to have thought, oh yeah, those are the guys I see all the time. I have see them.
That gives them confidence. That makes them feel like they’re making a safe, wise choice. So, running around in an all-white or all-black truck…well, if you’re my competitor, it’s awesome. I would prefer that you continue doing that. But, if you’re not my competitor, I’d suggest that you don’t do that.
Here’s a simple black truck and just look what the pink accents do to this truck. I guarantee if you have five of these running around, people will remember you. Your marketing will work better, referrals will work better, all kinds of things will work better.
Being remembered is important and when you’re seen, you need to be able to be easily differentiated from everyone else in your marketplace.
Listen to this lawn care door hanger critique to optimize your marketing and get more customers.
I am critiquing this door hanger, and giving feedback. Originally there was a phone number at the top left, in the center there was a logo, and at the right there was a web address. Down below it said “call today”. It had a phone number, it said “visit us” and it had a web address. I’ve removed the identifying information, and I’m critiquing this door hanger for an individual. You can listen to my feedback. This is in no specific order and I’m not going from notes. I’m just going to go down through here and give some pointers.
On this door hanger there’s no door hanger hole and I personally think that is ideal. I don’t believe you want a door hanger hole, so I think that’s good. In certain markets you may feel that you need one, but generally I don’t see most door hanger companies using the hole to hang the door hanger on the doorknob. That’s good that gives you more space. In your email you mentioned that on the other side of this door hanger you were going to use some pretty pictures and some imagery. My suggestion would be that you use some imagery on both sides, and also that both sides have some compelling information.
Whether the door hanger has a hole, or you rubber band it to the door, what you don’t know is which direction this will hang on the door or which side will face out. You can imagine that the individual grabs the mail off their door and they walk it to their trashcan in the kitchen. You don’t know which direction your door hanger will be facing as they’re holding that and walking your door hanger to the trash. For that reason I recommend that your door hanger has a headline and something compelling at the top on both sides.
My first thought on this is at the top you have a phone number, your logo, your web address, and so it could be that that’s the first thing I see. But, nothing about that communicates to me what’s in it for me. So, you have just a couple minutes to catch my attention. Your main hope with this piece is that I am in need of lawn care, and when I see this I think to myself, “Well, lawn care’s exactly what I’ve been looking for. I’ll call these guys.” You’re banking on lawn care, and the words “landscape” and “lawn care” to resonate with me because I have immediate need. But, that’s the only way you’d grab me at this moment with this piece.
My suggestion would be that at the top, you have some type of a headline that grabs my attention, and states a benefit to me. That headline could be what you’re going to do for me, what problem you’re going to solve, or some type of promotional benefit of what I’m going to get. Such as, if I sign up for lawn service, I’m going to get a free iPod shuffle or something along those lines to catch my attention. But, you’ve only got a couple seconds to do it, and it needs to be at the top. I’d recommend that same statement to be on both sides because you don’t know which side I’ll be looking at as I walk your door hanger into the house to the trashcan. That’s point number one.
You need to think about what your client’s number one, two, and three wants are, what their top one, two or three fears are, and you need to answer those in the headline. Give them some reason that they should contact you versus anyone else. If I’m your competitor and my door hanger’s on the door with yours, why is yours going to get their attention over mine? You need to have some type of headline that pulls them in, gets them to read, and continue reading this door hanger.
If for your services you have lawn maintenance, landscapes, snow removal, and then you have some additional services down here. I think that is important to call out the specific services that you offer. You don’t have a price on here, anything like that and I think that’s perfectly okay. What you’re doing here is you’re calling out the key services so that if I have a need, I see these and I think, “Oh this might be for me”, and I continue reading. Good job with that. I would continue that. You might try a slightly different design. Let me come back to that, let me mention design.
If you’re going to print ten thousand of these and you’re going to distribute them, you’re going to have some cost. I would recommend spending one or two hundred dollars, or some amount of money, and get somebody to quickly put together the design for you. I know you’re running out of time here, but it could make all the difference in your results. By spending a couple hundred dollars you could potentially double your response rate. I would absolutely have somebody help you with the design of this. The cost could be all over the board. They could lay it out in Photoshop or Illustrator or professional software and they could get it laid out in font. They could use all the same font types and they could make it look really nice for you and bring in some imagery and your logo and make it look like you’re a large operation.
This is not doing justice in appearance to your business. In terms of what you actually are as a business, this doesn’t look nearly as professional as you are or nearly as professional as your website. Your website looks really professional, but this doesn’t communicate that same message. I would recommend having a designer try to bring that same level of look and feel and professionalism to this, so that when I see this I get immediate confidence that this is a professional company. I would spend the money on that. I’ll just focus on copy from here on out.
The reason I said all that is, within that design I would probably somehow bullet point or call out the services here. It’s maybe not the first focus point. The first focus point, the biggest copy, the thing that my eye falls on, should be the headline. Then this would be another focus point, but not the primary one, somewhere on here where all the services that you offer are grouped together. That would be one thing I’d do.
The direction you’re going with an interesting fact, that’s a good one. Your thought process, in my opinion, is good. I hope you don’t take offense to anything I say here in terms of critiquing this. I would go a different direction based on what I’ve learned. I don’t know your market, so it may be different. My hunch is that you’re not trying to convince the guy that doesn’t have his lawn mowed to suddenly start hiring a company to mow his law, or provide whatever service you’re trying to sell. Rather, your buyer is most likely someone that already has lawn care company, has already decide that it’s worth spending the money, and doesn’t need to be convinced; they’re your easiest sell. I would market to them.
For example, if I was competing against you in your market and you gave me 20 home owners that don’t buy lawn care and haven’t in the last three years, or you gave me a list of 20 home owners that buy lawn care and have been buying lawn care for the last 5 years, I would only market to those people and I’d ignore the 20 that don’t buy lawn care. There are a small number of them that will convert and most that do convert may not stay with it long term. I don’t even want to focus my energy on them. You don’t know who those individuals are when you’re putting out your door hangers, so you need to at least craft your message to your most likely buyer and your most likely buyer already has a lawn service.
The direction here is good. An alternative would be to speak directly to that individual that has lawn service now. What is their concern going to be? Their concern is going to be that my gates are not being closed, that the last lawn care company that I had, the one that I’m looking to replace, doesn’t show up consistently, that the company I have now when there are weather delays or problems they don’t tell me what they’re doing or when I can expect them. They just show up, they don’t answer their phone when I call, I never get my invoicing on time, it’s always a different individual at my home and the work is never consistent. You could go down the list of the complaints you’ve heard from your potential clients about the companies they’ve been working with and that’s why they’re calling you. Answer those objections here.
What you’re doing with the interesting fact, great idea, but how could you tell me some of the benefits that I’m going to get. Bullet pointed lists work well on this stuff; it’s easy to read. It’s easier to read a bullet point list and it’s easier for the mind to quickly sort it out then it is to have to read several paragraphs. It might be that you bullet point out some differences and why we’re your best solution.
That’s another point. I would use more of “you” in this. This is about “you” as in the client. When you’re talking, make sure you’re using a lot of words like “you” instead of words like, “we”, “our”, “us”. Try to shift the writing just a little bit so you’re focused on the person that’s reading it, because it’s about them. You might make your headline something like, “You will receive this”, “you will get this”. Something, again, about them, that’ll be part of the headline. Then, make your bullet points, again, something about them. “You will experience this.” “You will get this if you use our company.” List out the ways you’re different than everyone they’ve used in the past. Tell them what the services are that you offer, and then give them a reason to take action with you.
“Spring is right around the corner. We are now booking our lawn mowing accounts for the year. So call today.” My critique here would be yes, you’re reminding them that spring is right around the corner. Again, I hope you don’t think I’m being too harsh. Where I’m going with this is I don’t know if “Spring is right around the corner” is necessary to say. They know it. The reason I say that is, one thing I’ve learned, and I don’t necessarily do a good job at this, is I’ve heard that great writing is about editing out every unnecessary word. I tend to be a wordy person and so I don’t think I’m necessarily good at that. I’m thinking that maybe this doesn’t help sell anything. I would probably edit those words out and focus on just power words and bigger things that you need to communicate because you have limited space.
Where I felt like you were going, “We are now booking our lawn mowing accounts for the year.” You could go a couple directions with this. One, maybe you are trying to say that “We serve your neighborhood and I’ve got one crew available. We can accept 14 more accounts in your market, in your area, in your zip code, in your city, and then we’re filled up for the year.” Maybe there is some angle like that where you can tell me, “You need to respond right away if you want to do business with our company.” At the top you lay out in the headline the benefits of why I should use you. In the middle, you tell me what you can do for me and why my experience with you is going to be different. Why are you better than all your competitors? Then, at the bottom give me a reason to take action immediately. One could be that it’s limited, in some way there’s a limitation. If I don’t take immediate action I’ll miss out, there’s scarcity. That could be that we only have one crew in your market and there are only this many slots left on that crew and we won’t have availability until next year.
Then can you give me something? If I sign up and I become your client, could I get something from you? You have to imagine what those things might be that you could give away, that you’re comfortable giving away. I don’t tend to like things like $5 off, or the second mowing free. People do that and I think it works, but I think you can come up with something little bit more powerful. What is an account worth to you? What could you potentially give them that would be of value to them? You want to work maybe those two things in. Can you create some scarcity? They need to call you right now or they’re going to miss out. Then, what do they get if they call you over the other door hanger?
If I’m looking at these two door hangers and they both look about the same, the companies feel about the same and appear to be pretty good, then why is it that you’re going to get the call over the other one? What can you give them to get them to call you? Maybe it’s as simple as promising you answer the phone and you’ll get them an estimate the day of. That’s pretty difficult to do in spring. Think about that and those points.
I would put your headline and such at the top. At the bottom, that’s where I think our logo, your name, phone number and email address or web address is most important. I would make the top a headline versus your logo and your name. Again, it’s all about them. They don’t really care who you are until after they start working with you and like you. Right now your logo means nothing to them. My logo at CitiTurf means nothing to anybody, nobody cares. What they care about is what they’re going to get and how they’re going to benefit. I make it all about them at the top and then have your stuff more towards the bottom.
Continuing on with your second piece, just a different version. I again, would say that make sure you use both sides. You have room to put copy on both sides of this piece. On both sides you want to have your headline, and on both sides you want to have your web address, your phone number, potentially your logo. Then you could vary the copy in the middle. I’m picturing a headline at the top, phone number, web address, things of that sort at the bottom on both sides, and then the middle could change.
I would like to see, in my opinion, some imagery on both sides. It doesn’t have to be a lot, maybe a nice use of color, things of that sort. I’ve violated what I’m about to say with success, but I tend to prefer black copy not white reverse copy. Not a black door hanger with white copy. It tends to be a little more difficult to read.
Continuing on here. The nice thing about this is that lawn maintenance, landscapes, snow removal, are right at the top. I immediately know what you do. That’s important. Your headline should probably include lawn care or something like that in it, that way I immediately know what you do as I’m walking your piece to the trash. It might make me pause and think, “Actually, I’m looking for a lawn care company. Maybe I should read this.”
A couple things I’d like to see you do on this…105% lawn mowing guarantee, what does that mean to me? What does it mean exactly? It would be nice if you made that guarantee a bit more powerful and said, “It’s 105% money back guarantee!” meaning that if you are dissatisfied with our service and for any reason we can’t make it right, then we will pay you back the full amount of that service that you paid us for, plus 5%. Maybe even with your picture next to it to make it a bit more of a powerful guarantee.
GT Lawns loves cutting grass and it shows. I would say on this one, this is more about you then it is about me. How could you re-position this line to make this to my benefit? Right there you’re talking about yourself, 33 years, that’s okay in my mind because you’re building credibility. Again, this “still having fun” is a little bit about you. Not that it’s bad, it’s just how could you maybe reword this to make it about me and what I get out of this? I get to work with a company that has 33 years of experience, I get to work with a company that has a strong reputation taking care of high profile properties in my local market. What are those big benefits that you can communicate to me and word in such a way that it’s about me and not so much about you? That’s definitely something I’ve learned over time, is make it about them.
I think that talking about your people, your training is valuable. I think that it’s worth mentioning that. I think sometimes we have to be a little more clear on what that means to them. For example, why do I care that you train your people? That’s definitely something I’ve learned. We spend all our time in this business so a lot of times when we picture what we’re saying … for example, we have a visual picture that goes with the words we’re saying such as, where was it, “detail is in the people”. You have a mental picture in your mind of what that means because you’ve been doing this business for so long. But, Mrs. Smith hasn’t the faintest idea what you’re doing and actually thinks what you’re doing is very easy and doesn’t put value into how hard what you do is. The “detail is in the people” might mean nothing to her. Who knows what that picture in her head will be.
Sometimes when you say something like “we train our people”, it’s not so much “we train”, it needs to be repositioned as a statement of benefit, such as “we background check our people” . I would not say it this way but, “We background check our people to protect your family” or something along that line. Background check is the word you want to use but what does that mean to me? What that means to me is that you’re not going to put anybody on my property that you haven’t checked out and you’re not 100% certain that I do not have any concerns about them being around my home, my belongings, or my family.
When it comes to training, what does that mean to me? That means that you’re going to actually close my gates, that I’m going to get a consistently well mowed lawn every single week, there’s not going to be route marks, there’s not going to be debris left in the yard, that the edging is going to be good. What does that training mean to me? You’ve got to almost paint the picture of what that means. State that as a benefit.
When it comes to services, I even like to state the service as a benefit. You can say lawn care, but maybe you want to say something along the line of “beautiful weed free healthy lawn” or “we make your flowers brilliant”, I don’t know, that’s not a good word. How could you state even flower installation in a different way? How could you state flower installation in a different way? Let me add this…you do lawn care, what’s the result of lawn care? You’ll end up with a well manicured, healthy lawn. What’s the benefit of snow removal? It will ensure you can get out of your driveway and eliminate the risk that you slip and fall. Or, however you want to say that. Tell me what the benefit is. You can work the benefit and the word snow removal into one sentence and outline what you can do for me.
I would go back through this, work on some headlines, work on maybe restating some of these services into bullet points. Then I would also think about why you are better than all of your competitors and tell me what those reasons are. Why should I do business with you? Just lay it out for me and then give me a reason. Here you’re making an attempt, our schedule fills up in April, you’re making an attempt to tell me that I better hurry up or you’re going to be full in April. You’re creating some scarcity and reasons for me to take action. Maybe you could define that just a little bit better and make it a little bit more clear to me why your schedule filling up in April matters. Such as, my example I used earlier, you have one truck in my neighborhood this year or you’ve got 14 spots available, do I want one? Historically they’re filled by April 17 every year, or something like that. Tell me why I should take action.
I hope that helps. Thanks a lot.