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Old 05-09-2006, 01:52 PM
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if you get a chance, read this article by clicking on the link below.

The article seems to show how she didn't want to have to call to get a free analysis but would have rather had been able to read what was wrong with her lawn right on the marketing material.

I think it's an interesting perspective on such a marketing campaign. Do you feel it would be better to include such information and then push to have them call you to resolve the issue or do you feel it's better to leave out the analysis and have them schedule a time for you to tell it to them?

Incomplete Analysis - I reached inside to find a letter from a reputable lawn-care company. The letter began like this:

“Dear Gilbert Family,

Do you know what’s wrong with your lawn?”

Why, up until that very moment, I had naively believed that the lawn was the one area of the Gilbert family that was not in need of immediate attention. I thought the lawn was doing fine. Guess I was wrong.

On the top right-hand side of the letter, in prominent type, it said, “Free No-Obligation Lawn Analysis” with my exact home address. I read on, to discover precisely what was wrong with our lawn, which we haven’t done a thing with or to since late September of 2005.

The first paragraph had a warning tone. Apparently there are a lot of things I need to know to protect my lawn from unsightly weeds, dreadful diseases, and insects I cannot even see! So far, I am not all that fond of the insects that I can see.

The letter also said that I’d be seeing their truck on my particular street a lot this year. I don’t know how I’m supposed to greet this lawn-stalking information.

The company also included a dramatic before and after shot of a person’s lawn. Before, frankly, both the homeowners and the lawn looked worn, patchy, and ill-kempt. There was a look of resignation in the homeowner’s eyes. She looked like I felt on the day I returned home on “recycle” day and found my bag of shredded paper had blown over and confettied the lawns of our entire cul-de-sac.

But the “after” shot featured a proud and well-dressed couple standing on a golf-course-type turf, in front of a freshly painted home.

I continued reading, preparing myself for the dire diagnosis of our weedy, insect-infested, disease-ridden lawn. But when I got to the end of the letter, I realized that I would have to call within the next 14 days in order to receive this no-obligation FREE lawn analysis!

Score a final INCOMPLETE.
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