-------- 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

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