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 ways to secure massive amounts of new clients for (relatively) low costs.
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.
… but when done right, flyers are one of the most profitable marketing tools available.
These are our seven top tips to create powerful, eye-catching flyers that will absolutely make you money.
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:
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.
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.
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!).
Do whatever you can to avoid making your door hanger just another thing to put in the trash.
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:
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:
How do you find the balance? Test your marketing pieces.
To maximize the potential of your marketing pieces, I recommend you track which ones work and don’t work. A Lawn Care Software, like Service Autopilot, can easily do this for you.
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
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 unrefusable:
Promise something juicy - "a perfect backyard paradise" or "a stress-free weekend" - and your marketing effectiveness will skyrocket.
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:
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.
When done correctly, print marketing is still extremely effective - even with the inevitable evolution of online marketing.
When you have the right tools under your belt, flyers and door hangers are the fastest, most cost-effective way to gain more clients and upsell your services.
If you follow these strategies, I promise you can start growing your lawn and landscape business RIGHT NOW. You’ll be glad you did.
Originally published June 14, 2017 5:45 PM, updated July 30, 2019 7:37 AM