These days, everything is online: TV, news, magazines.
You can actually go grocery shopping on the web.
Now, even lawn care marketing has turned to the virtual world with Google and Facebook ads.
So… Does that mean lawn care flyers and door hangers are dead?
Data and years of research say…
Heck, no! Flyers and Door Hangers are still one of the best way to secure massive amounts of new clients for (relatively) low costs.
Hey! There’s a free download waiting for you at the bottom of this article. If you can’t wait, click here!
The Bad News about Flyers and Print Marketing:
Many lawn care and landscaping owners think “print marketing doesn’t work anymore.” This is only TRUE if your flyers and door hangers are BAD.
I have seen several owners waste thousands of dollars because they didn’t understand how print marketing works.
The Good News:
…but when done right, flyers are one of the most profitable marketing tools available.
- 79% of people read or scan print marketing.
- Print marketing is 37% more effective than email when selling.
These are our seven top tips to create powerful, eye-catching flyers that will absolutely make you money.
1. Don’t Copy Your Competitors’ Flyers
Reason #1: they’re terrible. Most lawn care owners don’t really know what they’re doing.
Reason #2: there are four keys to a good door hanger:
- Great Headline
- Believable Deadline
- Immediate Call to Action
- Compelling Offer
Your business is unique. And your offer needs to make you a profit.
Therefore, your offer needs to be UNIQUE to your business. When you copy someone else’s offer, you can’t be certain if your offer will make you money, which defeats the whole purpose of marketing.
For example: “Free First Mow!” If you try this offer, but most of your potential clients are “one and done” then you’re going to give out a heck of a lot of free mows… and never create long term clients.
2. What is Your Client Crying About Today?
- What month do people want a trim lawn?
- What time of year does Mrs. Smith start thinking about her flowers?
- When are the moms and dads most concerned about fire ants and pests in the grass?
That’s the kind of thing you need to think about – when a client reads a door hanger, what will they actually care about right now? Nobody wants to hear about fall cleanups in the spring.
Grab your clients’ attention by answering their most immediate questions. Focus on the one thing they care most about, right now. Build your headlines around that one problem or need.
3. Don’t Be Boring
The truth about door hangers and flyers: most people will only read the headlines.
Use that to your advantage.
You’ve got to find a way to catch your client’s eye. At the very least, you want your clients to remember you.
Every single part of your flyer must exist to either:
A) Tell your client how to purchase your services
or B) Keep your client reading the flyer, so they will eventually get to part A (buy your services!).
- Be friendly.
- Be personable.
- Use creative tactics.
- Use a “Value First” perspective, teach the potential client something.
Do whatever you can to avoid making your door hanger just another thing to put in the trash.
Want to look at an example? See our flyer: “Should You Dump Him?” in the free download below…
These marketing pieces have been tested thousands of times, and are proven to generate profitable new clients for your lawn business.
4. “Prettier” Does NOT Equal More Business
The problem is that a good lawn makes a good reputation. In this business, prettier almost always = more business…
…except when it comes to print marketing.
You know those “official looking” envelopes that always turn out to be junk mail? They’re not pretty at all, but they keep sending them for a reason: they work.
Here’s what your flyers should do:
- print in color
- get to the point ASAP
- use high quality or glossy paper (when possible)
Don’t be cheap with your flyers. The biggest expense is distribution, so you want to make sure your flyers look high quality.
Here’s what your flyers should not do:
- Don’t get too fancy with fonts. Be consistent
- Don’t sacrifice useful information for “artistic integrity”
- Don’t use too many stock photos (we’ve found photos that look “home made” work much better)
How do you find the balance? Test your marketing pieces.
We recommend a Lawn Care Software, like Service Autopilot, to make sure that you can perfectly track which marketing pieces worked, and which ones didn’t.
5. How to “Make an Offer that Can’t Be Refused…”
It’s the end of a 100 degree day.
You mowed 15 yards today.
As you get back in the truck (the seat buckle burns to touch), somebody offers you the most beautiful thing you’ve ever seen: an ice cold beer. There’s still some frost on it.
Now that’s an offer that can’t be refused. How can you make one like this – one that actually makes you money?
Use these tricks to make your offers un-refusable:
- Your offer must be something your clients are willing to pay for
- Make your offer an “invitation, not a pitch.” Nobody wants to be “hard sold”
- Your offer must hit them at the exact right time (like an ice cold beer after a long day at work).
Promise something juicy – “a perfect backyard paradise” or “a stress-free weekend” – and your marketing effectiveness will skyrocket.
6. Create a Sense of Urgency
If you’ve written any marketing pieces, you know how effective this can be.
Give your clients a deadline.
When you give your clients a deadline, the perceived value of your offer and services goes way up. It encourages people to buy sooner, rather than later.
Here are a few examples:
- “Act now! This deal expires in July!”
- “Our schedule is filling up fast. Only 11 spots left!”
- “Due to our full schedule, we will only be in your neighborhood until the end of next week. Call now to get an appointment before it’s too late.”
7. Give Your Clients a Clear “Call to Action”
A flyer without a “call to action” is like a check without a signature: useless.
Tell your clients what to do. Tell them to call you and ask for a quote. Show them the very next step they should take RIGHT NOW.
Keep it simple. Do NOT make them jump through hoops.
At this point, if they’ve taken the time to read your lawn care flyer, they’re already halfway to signing up for your services. All you have to do is get them to act.
[FREE Download] One Last Gift for You
With the help of several lawn care owners, we’ve gathered together 7 of the most effective flyers and door hangers ever tested.
Each of these templates uses the 7 flyer enhancements listed above in some way.
You can download them here for free:
Click to download these 7 Proven Templates for Your Lawn Care Flyers and Door Hangers [FREE Download]
Patrick Hoffman is Marketing Director at Service Autopilot. He specializes in managing marketing campaigns and giving marketing strategies to the Lawn Care, Landscaping, and Cleaning Industries. When he's not writing, he's reading books on marketing, self-improvement, or science fiction.