-------- Original Message --------
Subject: TLC, Here's a Long Lost Secret (Green Industry Newsletter)
From: "Larry Brown, CLP"
Date: Wed, February 10, 2010 11:07 pm
To: "TLC Lawn Care"

*********************************************

Green Industry Success Email Newsletter

Published by:
Larry L. Brown, CLP
http://www.greenindustrysuccess.com

~~~~~~~~~~~~~~~~~~~~~~~
Innovative Marketing Strategies, Techniques
and Ideas for Green Industry Contractors
~~~~~~~~~~~~~~~~~~~~~~~

You are receiving this publication because you have previously
opted in to an email course or because you have requested it.
Should you wish to cancel, simple instructions are at the end of
this message.

*********************************************

WHAT'S IN THIS ISSUE:

* A Long Lost Secret of Business Success

* Motion Beats Meditation

* My Inbox Exposed

*********************************************

Hi TLC,

First off in this issue, I'm going to share with you a lost
secret from one of the true masters of advertising and
marketing.

Contractors are always looking for something "new" in
promoting their services. Well, there's really not much that's
new anymore.

The best way to use something new in your business is to go
back and study the past.

So with that in mind, let's get going...

_________________________________________
A Long Lost Secret of Business Success
__________________________________________

In the 1920's a man named Claude Hopkins helped build the
fortunes of some best known companies using the secret
strategy of "preemptive advertising".

By telling a story and educating prospects on about how
things are done in your industry whether it's landscaping,
lawn care, tree removal, whatever - YOU can gain the
preemptive advantage.

And it doesn't matter if it is the same thing any one of your
competitors could tell. By simply telling it first you will
gain an advantage.

Here's how Hopkins grew Van Camp's pork and beans
business. There were dozens of companies advertising
canned baked beans. All of the advertising was shouting
"Buy my brand" but there was no benefit that distinguished
one brand from another.

*A Successful Campaign To Model*

Hopkins started running ads explaining how it took 16
hours to bake beans, and how hard it was to make home
baked beans digestible at home. He went on to talk about
how home baking would give you crispy beans on top and
the mushy beans on the bottom.

Then he explained the process Van Camp's used to select
their beans. He talked about the softness of the water they
used, and how they made the skins less tough by removing
the lime.

Then he gave details of the steam ovens where the beans
were baked at 245 degrees in sealed containers so no
flavor was lost. Then finally he offered a free sample for
comparison.

This campaign was a huge success, yet every other
canned bean manufacturer could tell the exact same story.
Their process was really not any different. However, if
they tried people would have thought of them only as
copycats.

Therefore the advantage goes to the first company who
educates the public.

*The Secret Is Educating*

You can educating prospective clients on the details of
how any landscaping job is done. You could educate on
the causes of common problems and issues that arise
within your market. Educate them about the solutions, and
about the good and bad aspects of hiring any landscape
contractor. You can also educate on your equipment and
any systems or products that you offer.

You simply cannot over educate people.

You could run advertisements or create postcards
or fliers that have the headline:

"9 Things You Must Consider Before Hiring Any
Landscape Contractor".

Then in your ad you give consumers the real issues that
most people commonly face and how by choosing you as
their contractor they will receive the best possible solution.

By educating you become a source of solid information that
make prospects flock to you.

So take the time now to write down how you do what you
do in your company (even if it's the exact same as every
other contractor in town). Write down the benefits of using
the equipment that you use. And write down the systems
and procedures that you follow and how those systems
enhance the experience that people have when doing
business with your company.

Soon you'll come up with a list of preemptive strikes you
can use to create a huge advantage in your marketing
efforts.

=====================================
"Motion Beats Meditation"
- Gary Halbert
=====================================

It really excites me when I receive letters and emails
from people who have taken the principles that I teach,
put them into action immediately, and experience positive
results (make money).

Just yesterday I got an email from Carlos Fulton of Sunset
Landscape Services. Here's the first paragraph of the
email he sent:

"Amazing News! Recently, the owner of the company that I
work for has put me in charge of generating more business,
and thanks to your 7 step program I was able to seal a
$130K contract."

[That's $130,000.00 from some f-r-e-e information that
Carlos received from me over the Holidays.. Wow!
I love helping people make money!]

Carlos went on to tell me how he eagerly absorbed the
information that he received from my e-course and audio
Cd. But he didn't stop there. Carlos did the most important
thing he could do. Here's what else he said:

"I was so impressed by the information, I immediately began
thinking of ways to implement the principles into our company.
I began sending out e-mails to current and prospective clients
using as many of the tools from the course as I could."

Carlos did the most important thing he could do.

He took action!

All the super successful contractors that I know have at the
least this in common:

They exhibit a profound bias for action.

In today's business world that's more important than ever.
With fax and the Internet, and now with mobile email gadgets
and such, the pace at which communication takes place and
business is done has been ramped up to lightning speed.

The speed at which you can decipher information and ideas
and then apply them to your business is crucial. The
willingness and ability to take massive action can be the
only difference in marginal performance and excellent
results for your company.


=====================================
My Inbox Exposed!
=====================================

I've added a new section to my newsletter! It's called
"My Inbox Exposed!"

This is where I am going to share with you the answers
to questions that I receive by email from you my readers.
I often receive some very good questions of which the
answer may be beneficial to all.

If there is anything that YOU would like to send me that
you think others can benefit from, then I'd be glad
to consider publishing that as well.

Obviously, I can't answer or publish all of the emails I
receive, but I will do my best to publish the most common
and helpful so everyone can benefit from them.

I also want to hear your FEEDBACK. I am interested in
hearing about any breakthroughs, major insights, or successes
that you've achieved after applying any of these ideas or
strategies. I may choose a few of these to include in future
issues as well.

Okay, let's get to this issue's emails --

====
Q)
Hi Larry, thanks for the reply. My questions are how should
I go about attracting new customers and what is the best way
(cost) to advertise? Thanks,

A)

For small growing companies I recommend the following
advertising methods (for getting new customers):

1. Fliers
2. Card Decks (or coupon decks)
3. Small classified type ads in small local newspapers
4. Direct mail to targeted lists.
5. Yellow Pages

When talking about the cost, you should really talk about
the "cost per lead". And, that all really depends on the
effectiveness of your marketing piece and the target
audience.

Here're a couple of tips for getting the most out of ANY
ad you create:

1. Include a powerful, benefit oriented headline.
2. Include an attractive offer with a deadline
3. Include powerful testimonials from previous happy clients

=====
Q)
Lately, I've noticed that many customers want the cheapest price.
They aren't very concerned with the pro services and just want
the grass cut. So boasting the cheapest price in town would get
the most response.. Why is this approach not recommended?
A)
I personally never want to be the cheap price competitor. Now,
that's not to say that there's not a market for that. In fact, someone has to fill that niche in the market. Also, don't be
fooled into thinking that everybody wants the cheapest price. If that were case then Mercedes, Nieman Marcus and other upscale businesses in every segment you can imagine would quickly be
run out of business.

But to answer your question, the reason that being the "cheap
price" contractor is not recommended is that in order to be the
cheapest, you cannot typically afford to provide the best in
quality, equipment and customer service. You cannot afford to
"wow" your customer and build a relationship with them.

Without relationships, your clients will leave you in a heartbeat
for the next cheapest price that comes along.

You have to figure out ways to "differentiate" yourself in the
market. Otherwise you become a standard commodity and can
be easily replaced by the next guy with the best price.

Competing on price is the hardest way to build a solid business
for the long term. Sure, you can go out and get a bunch of work
right quick. But chances are, it won't be very profitable and you
won't keep the customer for long.

======

Well, it's getting late and I'm gonna get home and spend some
time with my beautiful little girl.I know - it's obvious,
I'm a proud daddy and I love to brag on her!

That's all for now. Until next time...

Make Mucho Green!

Larry Brown

*********************************************
Larry L. Brown, CLP
GreenIndustrySuccess.com
P.O. Box 1587
Natchez, MS 39121
Phone: 1-800-905-6941
Fax: 1-601-442-9464
Email to: larry@greenindustrysuccess.com

http://www.greenindustrysuccess.com

*********************************************

(C) Larry Brown/Centerex, Inc.

***Attention editors and publishers: You are welcome
to post/distribute/publish this information provided that
full contact information is provided. Otherwise,reprint
is prohibited.****

Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


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-------- Original Message --------
Subject: TLC - Final Mistake...BIG #7
From: "Larry Brown, CLP"
Date: Sat, February 06, 2010 11:08 pm
To: "TLC Lawn Care"

Hi TLC

Welcome back!

It's time for Mistake #7 of the mini-course...
'7 HUGE Mistakes Most Green Industry Contractors
Make - and How To Avoid Them'.

This is your last lesson on the marketing mistakes
(but not the last time you hear from me - I'll tell
you all the details at the end of this message).

Now, on to the final huge mistake...

==============================

Marketing Mistake #7 -

Failure to Make Marketing the Top Priority

By: Larry Brown, CLP

larry@greenindustrysuccess.com

=============================

I've rarely seen this subject mentioned at seminars
or conferences or even in books for Green Industry
professionals. But I can tell you for certain that
if you don't get a handle on your marketing, you
can forget about creating and maintaining a large
consistent income.

Without marketing systems, you can expect to be
a slave to your business for the rest of your
life.

Being good at landscape contracting or lawn care,
or whatever it is that you do is not good enough!

I cannot be gentle about this, even though you
will not like hearing it. This is the fundamental
truth that can liberate you from laboring for your
dollars and settling for an average income.

It can empower you to totally transform your
business into a high-income profit generating
machine that your competitors will absolutely
envy.

Here it is:

In the Green Industry today, it's not how much you
know about running your business, nor is it the
product choices or equipment purchases that you
make nor the employees that you hire that determine
your income -

It is how effective you are at marketing yourself,
your company and your services, that creates the
balance in your bank account.

You may feel that this is unfair or not the way
that it should be. You can fight it (and maybe
even go broke). Or you can embrace this as an
opportunity, and take the necessary steps to
become as good at marketing your business as you
are at getting the work done.

The unhappy fact is that you can be the VERY best
at what you do, provide the very best equipment,
the cleanest trucks and have the best customer
service in the industry, AND STILL STARVE TO DEATH
if you cannot affordably and efficiently attract a
steady stream of good new business, and keep the
customers that you already have.

You need great marketing to protect your customers
from poachers. And, you must have great marketing
to affordably keep new work coming in.

Truth is, marketing is the single most important
function in your business. And, as a successful
business owner, your best chance to succeed is to
become your own "Master Marketing Director".

Why would you leave the most critical function of
your business up to someone else?

If you truly believed that your number one duty as
a business owner is to "market your business", would
your daily agenda change?

You may even be saying right now, "but Larry, I do
handle all the marketing for my company and it is a
priority".

My response to you in return would be "How much of
your time are you truly devoting to "high value"
marketing activities'?

Now I'm not talking about taking a half hour to
meet with an advertising rep or making time to drop
your latest flyer off at the print shop. I'm talking
about the kind of activities that go into becoming a
true marketing oriented company.

Here are some activities that you should consider
high priority:

- Studying the marketing and strategies used by
your competitors

- Networking with other business owners who
service the same clients as you do.

- Creating programs to stimulate referrals from your
existing clients.

- Writing sales letters or advertising to promote
new and different services to your client base.

- Creating new promotional strategies to acquire
new clients.

- Testing your ads and marketing campaigns to try
and improve the response rates.

- Finding new and low cost ways to get new accounts.

- Developing new ways to differentiate your company
from your competitors.

- Writing articles for newspapers and magazines or
your company newsletter.

- Attending mastermind or networking meetings.

- Attending marketing conferences or seminars

One of the biggest mistakes you can make as a
landscape or lawn care business owner is to be
fooled into thinking that you are in the business
installing plants and shrubs, or mowing and blowing,
whatever the service you provide.

That is not the case.

YOU are in the business of MARKETING your services.

The quicker this realization hits you, the quicker
you can start to build the business of your dreams.
Great marketing can make up for a whole lot of
operational flaws in your business...but not visa-
versa.

Marketing IS your business, not simply one aspect
of it. You should be eager to invest in your own
direct response marketing education.

What I've shared with you is a whole new way of
thinking for most contractors. However, you must
change your thinking if you are not currently
managing your business with marketing at the
fore-front.

If you really grasp this information that I've
shared with you today, you will be leaps and bounds
ahead of your competition.

There's no doubt,if you will take control and
become your own marketing expert, your business
will certainly boom!

That wraps up your 'mini-course'; I hope you've
enjoyed it. Should you have any questions or
comments, I'd love to hear from you!

To your marketing success,

Larry

Larry L. Brown, CLP
http://www.greenindustrysuccess.com
larry@greenindustrysuccess.com

P.S. You will begin recieving my 'Green Industry
Success" Ezine. If you don't want to receive it
or any other follow up messages there are simple
instructions for unsubscribing at the end of this
email. Just a little warning: Should you unsubscribe
you'll be missing some of the Green Industry's
most original and profitable articles and information
available on the internet.

P.S.S. - To learn all of the most effective strategies
for growing your business at lighting speed and without
competing on price, check out my new marketing system:


http://www.greenindustrysuccess.com/system


* * * * * * * * * * * * * * *
GreenIndustrySuccess.com
106 S. Canal St.
PO Box 1587
Natchez, MS 39121

P 800-905-6941
F 601-442-9464

* * * * * * * * * * * * * * *

------
Copyright - All rights reserved
GreenIndustrySuccess.com
------


================================
Please note: You are only receiving this e-mail
because you visited GreenIndustrySuccess.com
and requested this multi-part mini-course.
This e-mail is intended *only* for subscribers.
================================



Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


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-------- Original Message --------
Subject: TLC, the secret of a MILLIONAIRRE LANDSCAPER
From: "Larry Brown, CLP"
Date: Sat, January 30, 2010 11:08 pm
To: "TLC Lawn Care"

Hi TLC,

I hope you've been enjoying your marketing mini-course
so far, and that you've picked up some useful tips.
You're next lesson will arrive tommorow.

Today, I want to share a short article with you that
I wrote a couple weeks ago. Dozens of contractors
responded to this article when I sent it out - so
I think you'll find this valuable too...

*************************************************
The SINGLE Most Important Secret Of A Million Dollar,
Word of Mouth, And Repeat-Client Business
*************************************************

The other day I was talking to a contractor who has
built a widely successful and rewarding landscaping
business in just a few short years. Like many of
you, the challenge he faces these days are not how
or where to get more business, but how to get the
work done and maintain the quality standards that
his clients have come accustomed to.

During our conversation he mentioned that since
his first year in business (that was five years ago)
he has not had to spend a single dollar (or any of
his time) on advertising. But yet, his business
has grown at such an astonishing rate that he is
forced to turn away new business at this time.
He just can't find enough good employees, train
them, and expand the systems in his business fast
enough to keep up with all of the good jobs that
come his way.

But that's not what I want you to focus on.

See, if you don't have all of the good clients
that you want, or if you're struggling to attract
new business, then the "thing" you should have
asked yourself is, "how does he continue to grow
his business without actively seeking new work?"

When I posed this question to him, he laughed
and said:

"We just do the jobs right and stay in almost CONSTANT
CONTACT with our customers and they send us more new
work than we can handle"

You see, what this contractor (and I) realize is this:

THE SINGLE BIGGEST REASON WHY ANYONE WILL DO BUSINESS
WITH YOUR COMPANY IS BECAUSE THEY EITHER KNOW YOU
PERSONALLY, OR LEARN ABOUT YOU FROM A SOURCE THEY
ALREADY TRUST (a referral).

Business is about RELATIONSHIPS.

But you cannot expect to build a relationship with
anyone without frequent, meaningful and value oriented
contact!

Think about your own personal relationships:

You don't find your soul mate by just dating once every
few months. You don't say "hey, that was a great first
date, I'll check back with you in 6 months".

You don't stay best buddies with someone just by sending
them a Christmas card at the end of the year.

So why would you think this hap-hazard communication
would work in your business?

It's pretty simple, but when I surveyed over 1600
contractors back in 2005, only 3.5% had a contact
program designed to generate referrals, word of mouth
and repeat business.

Only 3.5 percent!!

I guess that explains why the top 5% of the contractors
out there get the best jobs while the other 95% fight
each other over the scraps!

Just realizing this lone fact can likely put you within
the top 5% of all landscaping and lawn care companies.

In fact, this realization is how my "Going Green â„¢"
direct response newsletter program got started.

You see, the easiest, the least expensive, the fastest,
and the best way to build a deep RELATIONSHIP with your
circle of influence, potential referral sources,
prospects and clients is with frequent, value-oriented
contact.

But this is NOT about just contacting them frequently
(even though that is part of the equation). We're
talking about the most advanced, "scientifically
designed" contact tool in the industry.

No, I'm not exageratting...

There are carefully crafted "psychological triggers",
"involvement devices" and "direct response offers" built
into my newsletters that are designed to do just one
thing:

PROGRAM folks so that when they think of the services
you offer (whether it's landscaping, lawn care, lighting,
tree care, etc.). They automatically think of YOU!

There is nothing else like this in the Industry.

TLC, as we begin this New Year, here's your
opportunity to use the exact marketing tool that I used to
grow my businesses and that's generating up to 17 referrals
per month for other contractors using it.

It includes all of the components mentioned above. And,
it is written FOR YOU each month.

But here's the rub...

We are only allowing ONE contractor per zip code to use
this tool (if your area has already been taken, I apologize).

To check out the Going Green â„¢ system and to put it work
in your business right away, just click here:

http://www.greenindustrysuccess.com/newsletter

Also, feel free to call me directly at (800) 905-6936 if
you have any questions.

Please do it now while it's fresh on your mind, and to avoid
missing out.

So TLC, whether or not you use my "Going Greenâ„¢"
marketing tool, I hope that what I've just shared with you
has at least opened your eyes. You really need to have a
regular contact program - so go make it happen.. You'll
soon find that it's in fact the easiest, most profitable
and fun way to grow your business.

Best!
Larry

Larry L. Brown, CLP
Green Industry Success Systems

http://www.greenindustrysuccess.com/newsletter

Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


If you no longer wish to receive communication from us:
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-------- Original Message --------
Subject: Marketing Mistakes #5 and #6
From: "Larry Brown, CLP"
Date: Fri, February 05, 2010 8:32 am
To: "TLC Lawn Care"

Hi TLC,

Hope that all is going well with you!

Here's the next edition of your mini-course:

'7 HUGE Marketing Mistakes Most Green Industry
Contractors Make - and How To Avoid Them'

Today we're going to cover mistakes five and
six together as they go hand-in-hand.

Let's get started...

===========================================

Marketing Mistake #5 -

Not Communicating With Current Clients


Marketing Mistake #6

Not Communicating with PAST Clients


By: Larry L. Brown, CLP

larry@greenindustrysuccess.com

===========================================

Did you realize your most profitable assets are your
current and former customers? Most contractors never
do, everybody is always so busy trying to chase after
new customers that they neglect what they already
have.

There is most likely a fortune lying hidden in your
job files.

The fastest, straightest path to developing massive
business growth is consistently going after your past
and current customers. Your customers trust you, they
have faith in your abilities and they like you.

They have bought from you before and are predisposed
to buying from you again. So wouldn't it make sense
to become proactive, even 'ethically' aggressive --
in marketing to your existing clients?

You'll quickly find your easiest source of new
profits, using this one idea. It's downright
expensive to get new business. While the cost of
reaching your existing customers is almost nothing...
you've already paid to get them.

You've got to make new offers and provide additional
services for your customers. This is truly the
fastest and easiest way to grow your business!

So you've got to continually follow-up your customer
base with letters, newsletters, and special events.

But it can't be the same mindless communications you
would normally send out. It has to be self-serving
for the customer. It has to be educational. It has to
be full of benefits.

And, it has to lead them to making the only rational
decision they could possibly make -- to use more and
more of YOUR services again and again.

Staying in contact with your customers is also an
appreciated form of "extra mile service". Your
clients WANT to hear from you.

Here are a few ideas for communicating with your past
and current customers:

- Monthly Newsletters
- Seasonal Greetings
- Thank You Letters
- New Service or Product Letters
- Reminder Notices of Service Dates
- Informative Booklets or Reports

All of these methods can also include offers for
new and/or additional services that you may offer.

In marketing circles it is often said that most
businesses could double their sales by simply
contacting and making offers more frequently to
their existing customer list.

Don't overlook this powerful strategy in your
business!

In the final part of this mini-course , we're going
to explore Mistake #7 "Failure To Make Marketing
THE Top Priority".

Ah...this is surely one of THE biggest mistakes,
and a HUGE obstacle that every business owner
faces.

Look for the next email in a couple days.

Until then...

All The Best,

Larry


Larry L. Brown, CLP
larry@GreenIndustrySuccess.com

* * * * * * * * * * * * * * *
GreenIndustrySuccess.com
106 S. Canal Street
PO Box 1587
Natchez, MS 39121

P 800-905-6941
F 601-442-9464

* * * * * * * * * * * * * * *

___________________________

Recommended Resources
___________________________


COMPLETE MARKETING SYSTEM
For Landscaping and Lawn Care Contractors

Attract more good jobs. Sell more to your existing
clients, and keep them coming back to you more often
for additional services -- with less effort.

http://www.greenindustrysuccess.com/system

________________


DO YOU HAVE A COMPANY NEWSLETTER?

Here's how to create a monthly newsletter that is
guaranteed to make you more money and jump
start your referrals this year...without writing!

http://www.greenindustrysuccess..com/newsletter

________________


Copyright - All rights reserved
GreenIndustrySuccess.com
================================
Please note: You are only receiving this e-mail
because you visited GreenIndustrySuccess.com
and requested this multi-part mini-course.
This e-mail is intended *only* for subscribers.
================================








Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


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-------- Original Message --------
Subject: HUGE Marketing Mistake #4
From: "Larry Brown, CLP"
Date: Tue, February 02, 2010 11:07 pm
To: "TLC Lawn Care"

Hi TLC,

Today we're going to cover a topic that can really
make (and save) you some big money right away.

Marketing mistake #4 is 'Ineffective advertising'.

So, without delay, let's get going...

========================================

HUGE Marketing Mistake #4

Ineffective Advertising

By: Larry Brown, CLP

larry@greenindustrysuccess.com

========================================

When it comes to advertising, most landscapers are so
boring, dull, focused on their company, the number of
years they've been in business, where they are located,
a nifty logo or other things that really don't matter.

Very FEW people respond to this type marketing.

Ninety-five percent of all the Green Industry ads
that I see are all the same. They are simply an
expanded business card and focus totally on the company
and in no way on the person who is reading the ad.

You have to realize every decision you and I make is
based on emotions and then we justify it with logic,
and the same applies for everyone and anyone. It
doesn't matter if they're rich or poor, young or old.

People are people.

Traditional marketing strategies just like the ones
that were developed, nearly 100 years ago, still hold
true today, because people have, and will continue to
respond to self-serving emotional appeals.

Let me explain why...

People only care about one thing:

WHAT'S IN IT FOR ME?

They don't really care one lick about you, about your
company, the awards that you've received or those
beautiful pictures in your ad, or your logo.

What really sells prospects on your services are the
benefits that you can provide to them.

Now I'm not saying that your marketing and your image
should not be professional, that's not the point.

Here's what you must realize:

People don't really buy landscape services, they only
want the benefits those services give them. The better
you can show customers the advantages that they will
see for themselves, the more likely you are to get
their business.

This is a very important point. And once you realize
this point, you're miles ahead of almost everybody
else competing for the business.

Here's a quick example to illustrate my point:

Customers don't buy chemical applications. What they
buy are lush green landscapes; they want healthier
shrubs, and beautiful lawns with less ugly weeds -
and they don't really care how you do it.

So, if you will give your customers what they want
in your advertising, they are much more likely to
buy from you.

If you go on believing everything you've been fed
over the years by advertising reps then you'll never
make the kind of income you deserve. The junk about
getting your name out and keeping your name in front
of people -- its all pure bull.

You see, advertising sales people are more interested
in getting bigger clients and receiving fatter
commission checks, than they are in making your
business boom.

In fact, most of them couldn't give you results and
proof that their advertising was working if their
lives depended on it. So unless you like wasting huge
sums of cash -

You need results oriented advertising!

Advertising is probably the single, biggest area
where most contractors will throw away vast sums of
money (but hopefully not anymore). Actually, I want
to share with you right now a secret that will
instantly make you more money, the next time you run
any advertising or even create a flyer.

This tip is something not one contractor in a 100
understands about advertising..

Here's A Big Secret To Making Ads Pay:

Every ad must have a powerful headline to succeed to
its maximum potential! That headline needs to grab
the attention of your ideal prospect and tell them
'Hey-- this is for you!'

Remember; people don't give a flying whatever about
how great you are. All they care about is what's in it
for them, what advantage or self-serving benefit can
you offer them. You need to telegraph that advantage
in the headline or else they will never know.

Here's another secret about headlines:

Great headlines do not happen by accident. They only
happen because someone uses a powerful system for
creating headlines. And the right headline can mean
the difference between a few calls from your ad, or
a tidal wave of new business.

The next time you glance over your competitors ads,
or your ads for that matter, pay careful attention to
the headline. You'll see almost every landscaping
company who advertises thinks their companies name
is the biggest benefit or advantage to customers.

That's nonsense!

If you will just follow this one simple (but profound)
tip you'll easily get 2, 3, or even 10 times more
prospects responding to your ads.

And what's more, your ads cost the same amount no
matter how many people respond to it. This makes
advertising the ultimate in financial leverage when
done correctly.

So far we've covered 4 of the 7 HUGE marketing
mistakes:

1. Not Having a Unique Selling Proposition (USP).
2. No Referral System in place.
3. Not making it easy and convenient for clients
or prospects to do business with your company.
4. Ineffective Advertising.

In the next email we are going to cover mistakes
five and six together...they go hand-in-hand.

They are:

Mistake #5: Not Communicating With Your Clients.

and

Mistake #6: Not Communicating with PAST Clients.


I'll talk to you soon...

Best!

Larry

Larry L. Brown, CLP
larry@GreenIndustrySuccess.com

* * * * * * * * * * * * * * *

___________________________

Recommended Resources
___________________________


COMPLETE MARKETING SYSTEM
For Landscaping and Lawn Care Contractors

Attract more good jobs. Sell more to your existing
clients, and keep them coming back to you more often
for additional services -- with less effort.

http://www.greenindustrysuccess.com/system

________________


DO YOU HAVE A COMPANY NEWSLETTER?

Here's how to create a monthly newsletter that is
guaranteed to make you more money and jump
start your referrals this year...without writing!

http://www.greenindustrysuccess.com/newsletter

________________

Copyright - All rights reserved
GreenIndustrySuccess.com
106 S. Canal Street
Natchez, MS 39120
------


================================
Please note: You are only receiving this e-mail
because you visited GreenIndustrySuccess.com
and requested this multi-part mini-course.
This e-mail is intended *only* for subscribers.
================================










Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


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-------- Original Message --------
Subject: HUGE Marketing Mistake #3
From: "Larry Brown, CLP"
Date: Sun, January 31, 2010 11:08 pm
To: "TLC Lawn Care"

Hi TLC,

So far in our mini-course, we've covered how crucial
it is to develop a Unique Selling Proposition (USP)
for your business, and to create a structured and
formalized referral system to generate more new
clients.

Today, we're going to discuss the importance of
making doing business with your company 'easy and
convenient for your prospects and clients.

That's HUGE mistake number three, and I'm sure
you'll agree that this is a biggie.

Let's get started...

=====================================

Marketing Mistake #3

Green Industry Contractors Fail To Make
Doing Business Easy And Convenient for
Their Clients and Prospects

By: Larry Brown, CLP

larry@greenindustrysuccess.com

=====================================


It is not uncommon for landscape contractors to make
it down right difficult for their prospects and
customers to do business with them.

You must be a fanatic about servicing your customers and
impressing your prospects with your eagerness to service
and satisfy their wants and needs.

Remember this; when a customer makes up their mind to
call and ask to schedule an appointment with you for a
proposal or estimate, it is because they are in effect
"ready to buy".

You must be ready to do business when your prospects are
ready to do business.

When they make a decision to call you it is because at
that point in time, the reason that they are calling has
jumped to the forefront of their mind. You have become
in effect the most important thing on their mind at that
moment in time.

The sooner you can schedule a meeting with your customer
or prospect and get a proposal in their hands, the
better your chances of getting the job. The longer you
put off scheduling a meeting, or delivering a proposal,
the more likely their priorities are to change or even
worse, to find another contractor to provide them with
the services they desire.

Do everything you can to make doing business with your
company as easy as possible from the customers point
of view.

Even though it may be often inconvenient for you to
schedule meetings at their requested times, your
willingness to do so will pay great dividends.

Over the years, I was continuously amazed at just how
many contracts my company was awarded simply because
we were the only company that showed up for a meeting
or submitted a proposal on time. It is far too common
in our industry to hear the horror stories from
customers about how contractors don't show up or even
worse, never complete jobs once they have started.

There's an old saying that goes something like this:

"If you want to understand why John Smith buys what
John Smith buys, then you have got to see the world
through John Smith's eyes".

Have you stopped to take a look at the world through
your customers' eyes? Do you really know and
understand what motivates them to make a buying
decision? What are their expectations of you as a
service provider?

Most businesses never take the time to "walk a mile
in their customer's shoes" and realize what it is
that their prospects and customers really want.

Why else would they make doing business with them
so difficult?

Take a few minutes and ask yourself these questions:

1. When a prospect or customer calls your company,
are they able to receive the information that they
are searching for in a cheerful, compelling and
timely manner?

2. Are you and your people willing and able to
help out and provide information in a friendly
manner even if it may not result in an immediate
sale?

3. Are you able to meet with customers and
prospects in the time-frame that truly
accommodates their schedules?

4. Do your prospects and customers have to wait
longer than they would like to receive proposals
or call backs from you company?

5. Do you consistently communicate with your
customers the status of their jobs and your
schedules?

These are simply a sampling of the types of
questions you must ask yourself on a regular basis
so that you can stay on top of any flaws that your
customers see when they do business with you.

By making it easy simple, easy and enjoyable to do
business with you, you will surely attract more
customers who will use your services more
frequently, and who will gladly provide you with
referrals.

In our next part of this mini-course, '7 HUGE
Mistakes Most Green Industry Contracors Make -
and How To Avoid Them', we'll discuss mistake
number 4 which is 'Ineffective Advertising'.

You're sure to enjoy this next e-mail - look for
it to arrive in your e-mail inbox in a couple of
days!

Until then,

My Very Best To You!

Larry


Larry L. Brown, CLP
larry@GreenIndustrySuccess.com

* * * * * * * * * * * * * * *

GreenIndustrySuccess.com
106 S. Canal Street
PO Box 1587
Natchez, MS 39121

P 800-905-6941
F 601-442-9464

* * * * * * * * * * * * * * *
--
Copyright - All rights reserved
GreenIndustrySuccess.com
---


================================
Please note: You are only receiving this e-mail
because you visited GreenIndustrySuccess.com
and requested this multi-part mini-course.
This e-mail is intended *only* for subscribers.
================================







Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


If you no longer wish to receive communication from us:
http://autocontactor.com/app/r.asp?ID=1084166384&ARID=172579&D=4

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-------- Original Message --------
Subject: Marketing Mistake #2
From: "Larry Brown, CLP"
Date: Fri, January 29, 2010 11:07 pm
To: "TLC Lawn Care"

Hello Again TLC,

It's time for Part II of your 'mini-course'...

'7 HUGE Marketing Mistakes Most Green Industry
Contractors Make - and How To Avoid Them'

I hope that you have been creating, or refining
a USP for your company as we discussed in the
first lesson.

And now let's keep going....

===============================
HUGE Marketing Mistake #2 -
No Formal Referral System

By: Larry Brown, CLP

larry@greenindustrysuccess..com
===============================

I'm sure referrals and word-of-mouth are a substantial,
dare I say, important part of your business.

With that said, answer this question:

Do you have a formalized referral system in place?

Most companies rely on referrals for somewhere between
20% to 75% of their business. Yet,these same companies
give no thought whatsoever to having a system in place
to control referrals.

The best part about referrals is how these customers
come favorably predisposed to you. They'll typically
want higher priced services and they usually will
refer even more profitable business to you.

We've always been taught that if our job quality and
our customer service is good, then referrals will
automatically occur. Sorry, that's just not good
enough.

Of course, assuming you provide a decent service to
your clients,you will gather a few haphazard referrals
but to really increase your referrals you need a formal
and proactive system.You need a way to compel customers
to happily provide their friends, neighbors or business
associates names and addresses to you, and then a
systematized way to compel these referred prospects to
do business with you.

And, a little note printed on your invoices or business
card that says something like "we appreciate referrals"
just won't cut it.

There are two groups of people that you should
consistently ask for referrals.

The first group is your customers and the second group
is your 'circle of influence'.

Your clients, or customers, are the most obvious group
to ask for referrals because they have experienced your
services and have a first hand knowledge of how your
business delivers.. These folks will always be your best
source of referrals.

Develop a system for obtaining referrals first from
your customers and secondly from other influential
people or 'Centers of Influence'

Perhaps the simplest way to harvest referrals from your
customers is to write a simple letter asking them for
their help.

This letter should become part of your routine system
and should go out like clock work at the given time that
you set. Of course, one great time to send out this
letter is immediately upon completion of a job if it's
a one time project such as a landscape installation.

If you provide repeatable services such as lawncare
applications or grounds maintenance, then asking your
customers for referrals several times a year should be
part of your overall marketing plan. And naturally,
the very best time of year to do this is during the
times when your customers will be most happy you.

For example, if you're in the lawncare business, then
the ideal time to ask would be during a month when the
lawn is not in a dormant stage but rather during the
growing season when it is lush thick and green, and
looks its very best.

Now - the second important group that you must work
with to generate referrals is the group we are going
to call your "centers of influence". And, your
"centers of influence" can be broken down into 2
subcategories which we are going to call tier 1 and
tier 2 centers of influence.

Your Tier 1 Centers of Influence are other people who
have a connection to the same people that you serve.
Not your competitors, but other folks who provide
complimentary products or services to your clients.

Tier 1 Centers of Influence can be a very powerful
source of referrals.

To give you an example, let's assume that maybe you
have a chemical lawncare company and that's all you
do.

Your tier 1 centers of influence could be:

- landscape installation contractors who provide
installation and/or maintenance services

- Irrigation contractors

- a tree care company

- a retail nursery owner

- a lawn and garden retail equipment store owner.

All of these people deal everyday with people who are
prospects for your services.

If you're a residential landscape construction
company, then your tier 1 centers of influence should
certainly include home builder, spa & pool contactors
and architects.

Your objective with these tier 1 centers of influence
is for your name (or company name) to be the first
thing that pops into their mind when someone mentions
the word "lawn care", or 'landscape installation' as
in the second example.

In order to accomplish this objective, the first thing
you obviously have to do is form a relationship with
some of these people. I would suggest choosing only
one say...irrigation contractor to start, rather than
trying to nurture a relationship with every irrigation
guy in town.

Remember, we are talking about a relationship here
and that means you'll only get out of the relationship
what's equal to that you put into it, so this will
take some real time and effort.

It will be far more rewarding for you to have 1 really
close friendship than to have hap-hazard relationship
with several.

So sit down with your spouse or business partner, or
your staff and start to think about some proactive
ways that you can start to place yourself in the
forefront of the minds of your potential tier 1
"centers of influence".

Here are a few ideas that should get you off to
a good start:

1.Start to develop awareness to their line of business.
Anytime you run across an interesting article or any
other tid bit of information that could help them with
their business, or that they may even find interesting,
clip it out and mail it over with a nice handwritten
note attached.

2.Become Their #1 Referrer - Before you receive, you
must give. Start sending some referrals their way
and they are almost sure to reciprocate. Think about
any of your clients that maybe in need of their
services right now.

3. Sponsor an all expense paid luncheon where you
invite all of your tier 1 centers of influence. This
will not only benefit you, but will also give them a
chance to develop other relationships which could be
of great benefit to their businesses.

Now let's talk for a minute about your "tier 2"
centers of influence.

This group contains all the people that you come into
contact with on a regular basis.

It includes, but is not by any means limited to:
family, friends, neighbors, other small business
owners, your minister, maybe your doctor dentist and
lawyer...really anyone whom you regularly interact with
who is not necessarily interacting with your ideal
prospects on a regular day-to day basis.

Some of these people may have no idea what you do. Or,
they may know that you are a "landscaper" but may not
know exactly what all the services you offer consist
of, or who you ideal client is.

You should make a point of letting these people know
what exactly you do, and also let them know that
referrals are a big part of your business and that
you would truly value any business that they might
send your way.

Let them know that you are enthusiastic about your
business, and get them excited too.

One great way to promote referrals from you tier 2
circle of influence is to put on quarterly open
houses at your office. If your office is not a
suitable location, then a local restaurant with a
private room should work just as well.

Invite them to a reception or a dinner, and showcase
your business with a simple presentation, and
emphasize the importance of referrals to the growth
of your company.

What about paying referrals fees?

We've all surely heard of, or maybe even considered
paying out referral fees to people who send business
our way. I would encourage you to steer clear of
this type of offering or arrangement.

Fact is, you don't have to offer money in order
for people to refer you so long as you do great
work for your clients and nurture great
relationships with your centers of influence.

People want to brag on you and want to refer you..
People want to be able to help you and help others
by referring you to help them.

Paying monetary referral fees can also lead to
conflict and confusion, and can often lead to
controversy over where a new client or job actually
"came from". Once money enters into the equation,
it becomes extremely hard to track.

Should you choose to go there, do so as only a
last ditch effort, and don't say I didn't warn you!

Establishing a formalized and systematic referral
system is crucial IF you are serious about growing
your business quickly and effectively.

Many contractors actually confuse word of mouth
advertising with generating referrals.

Don't make this same mistake miss out on THE
most powerful and effective way of growing your
business!

In two days, you'll recieve part 3 of this mini-
course and we'll discuss another huge mistake that
contractors make which is 'failing to make doing
business with their company easy and convenient'.

I'll see you then...

Best!

Larry

Larry L. Brown, CLP
larry@GreenIndustrySuccess.com

* * * * * * * * * * * * * * *

GreenIndustrySuccess.com
106 S. Canal Street
PO Box 1587
Natchez, MS 39121

P 800-905-6941
F 601-442-9464

* * * * * * * * * * * * * * *
--
Copyright - All rights reserved
GreenIndustrySuccess.com
106 S. Canal Street
Natchez, MS 39120
---

================================
Please note: You are only receiving this e-mail
because you visited GreenIndustrySuccess.com
and requested this multi-part mini-course..
This e-mail is intended *only* for subscribers.
================================

Centerex Inc.

PO Box 1587
Natchez, MS
39121
US


If you no longer wish to receive communication from us:
http://autocontactor.com/app/r.asp?ID=1084166384&ARID=172579&D=2

To update your contact information:
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