What can we learn from online marketers

[Steve]

We have a bunch of members on here that market their services to other members. Some do it without any problems while others seem to have some difficulty doing it. I would like to hear everyone's reflection on the matter. What makes one marketer get their message across while another meets with resistance? How can we learn from this experience and apply it to our other forms of marketing? It seems the easier we are able to get our message across, the better the chances are of it leading to a sale. How can we make our marketing more permissive and less interruptive?

__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.

[swstout]

Lawn care business tips

Originally Posted by Steve We have a bunch of members on here that market their services to other members. Some do it without any problems while others seem to have some difficulty doing it. I would like to hear everyone's reflection on the matter. What makes one marketer get their message across while another meets with resistance? How can we learn from this experience and apply it to our other forms of marketing? It seems the easier we are able to get our message across, the better the chances are of it leading to a sale. How can we make our marketing more permissive and less interruptive? WII-Fm (What's In It For Me) An advertisement that catches my eye is one that has something I need, something I can use to improve my business, something that will make my labors easier, something thats benefits outweigh the costs (whether it be reputation, labor or time). You have to be customer oriented in your advertising and marketing without preaching. You have to market is such a way that makes them want to 'need' your service or product. Answer their "what's In It For Me" need. Steve

__________________

[CHEESE2009]

1. Saving money
It doesn't take millions, not really a problem for me YET

2. Finding inexpensive supplies
It's hard to spend money on good quality without the quantity, like paper etc

3. Editing flyers/business cards
It's a pain & probably took the most time to put together, & overwhelming when it just doesn't catch anyone's attention.

4. Creating routes
When handing out flyers I like to be organized, I sometimes lose track & get frustrated enough to restart.

5. Passing out flyers/business cards
The only problem with this, is the weather & passing them out at the right time. Do we hand them out while there is still snow? Do we hand them out when the snow is leaving, or is that too late?! Do we hand them out every few weeks to the same people? Do I have enough time, money & hope to do such a thing? What if I do all that for nothing?!

ALSO, when I'm passing my flyers out, I won't skip streets just because they are closer than the next street on my list. I will actually backtrack just to make sure I don't miss anything, etc. It takes more time, but it's easier to mark down what I've done if my list has a specific order.

6. Talking to potential customers
I'm horrible at French. Will they eventually crush my dreams & ponder about hiring me because I lack registration? etc.

7. Having a store order equipment on time
They told me to call late February to see if my new mower is in, I ended up calling every week until today, April 10th, now they say it's in stock for me.

8. Finding an inexpensive way to print
Even having friends with industrial printers, I feel wrong asking them almost always if I can use the machine. Sometimes they give me hints as though I'm using them. Or they aren't available at the perfect time. I'm not interested in printing at .40 cents per sheet of paper!

9. Folding flyers
At first it was a pain in the back side, but the girlfriends mother let me use her folding machine which is AMAZING. The downside is it's frustrating when the mom wants to hold a conversation with me as I work, I have to pause for a few minutes in between each paper to hear what she has to say without being rude. I can't just tell her to shut up so I don't have to stick around for another hour when I could have been done in less time.



ANYWAY, this was basically all the difficulties I've faced this time around. There is no order, the numbers were there for no reason really.

We have a bunch of members on here that market their services to other members. Some do it without any problems while others seem to have some difficulty doing it.

I would like to hear everyone's reflection on the matter. What makes one marketer get their message across while another meets with resistance?

How can we learn from this experience and apply it to our other forms of marketing?

It seems the easier we are able to get our message across, the better the chances are of it leading to a sale.

How can we make our marketing more permissive and less interruptive?

I guess I sort of fit into this category with my design services.

There seems to be all kinds of different approaches on the forums lately.

You get the passive approach: You let people know about your product/service. You do a job for somebody it shows results and it trickles down hill.

You get the in your face approach: Different fonts and colors on every post or using all caps. Tends to distract the user and makes the marketer seem too pushy. Very confusing.

You get the 'trickery' approach: Lots of smoke and mirrors. Remember perception is everything when it comes to marketing. If someone can make you believe that they have what you need...then thats all they need to do.

I believe that you need to be honest and consistent with your marketing. You also need to be focused on a goal too. What do you want to come of your marketing efforts? I know the question seems general...but really, what is your focus? Is it just about making a quick buck, or is it to tighten your route, get enough work to create a second crew, etc.???

[LawncareMarketingMagic]

First off, love the layout/look Steve! It's been a few months since I've stopped by, but everything looks great.

In terms of what makes someone more successful at marketing their services than someone else, it all comes down to entering the conversation already going on in somebody's mind.

If you can figure out...

1. Who your target market is
2. What their biggest problems, wants, needs are
3. Communicate to them how you're the best choice available for satisfying that problem, want, or need, and
4. Do it in a way that provides information to help them make their own buying decision instead of doing it in a way that makes them feel like they've been sold,

...then your marketing efforts will be much, MUCH more productive.

The key is to remember that people like to buy but no one likes to be sold!

The key is to remember that people like to buy but no one likes to be sold!

Thats the ticket!

[Steve]

Richard,

What's your take on how a lawn care business can utilize that piece of information? How do they apply that theory that people like to buy but they don't like to be sold?

[LawncareMarketingMagic]

I can't speak for Rich on this one, but the best thing any business could do is provide your prospects information and evidence that there really isn't a better option than your company.

How do you do this? Include 'before & after' photos or testimonials. Create reports or consumer guides that address the 'things' people should look out for when hiring a LCO. For example, do they follow the 1/3 rule? What about proper insurance and licensing?

It's human nature to want to work with the best. Unfortunately, most businesses don't provide enough information or do enough to differentiate themselves from their competition and as a result, the only differentiating factor ends up being price.

And when all you have to compete on is price, you're in serious trouble!!

[Steve]

For example, do they follow the 1/3 rule?

Chestin,

What is the 1/3 rule?