Some good responses above.
First off, congratulations on having the guts to keep striving with your lawn care business. *I am sure you are going though a tough time. *Keep going...this, too, shall pass.
I think mothers and single women will admire what you are doing? *This might help you find a whole new customer base. *What if women became your target customer? *
Single women might really take to the idea of another woman handling their lawn care jobs. *You will be less threatening and you can lend a sympathetic ear.
You could get started by going to your local women's crisis center. *Speak with the directors to see if they know of women going through divorces, etc. who need help with upkeep of their yards. *Maybe offer 5% off to customers who are referred by the crisis center.
Advertise at local women's functions. *Our town hosts an annual 10K run for breast cancer awareness. *Literally thousands upon thousands of runners take part in that race. *You could become a sponsor to an organization such as this.
There are probably lots of women's support organizations that you could become affiliated with.
This next suggestion can really be big for you. *Lots of government related contracts have stipulations that they actively encourage women owned and minority businesses to bid on their projects. *Take advantage of any special considerations afforded you.
Though I'm not a woman or a minority, I have experience bidding these type contracts so if you want more info, email me at:
and I can give you a few tips.
If you do decide to go after the women only marketplace, your logo can be more dainty than what a big sweaty guy would use. *A pink back ground with a lawn mower and a pair of gardening gloves over the handle. *You might be able to hire a partner and your tagline can be something like:
Lawn Care For Women By Women!
You can have customized pink paint jobs done on your commercial lawn equipment. *Your truck or lawn care trailer can be painted pink too.
Forget about the trash talking that may or may not be going on behind your back. *Set your sights forward. *You have a great opportunity to have a really strong lawn care business.