How to create lawn care flyers that actually create clients
Okay I've got to be honest with you.
I really feel like choking someone.
There. I've said it. And I'm glad I said it too.
Simple. I am fed up seeing all these lawn care flyers that are so crapily put together that even a monkey with a pencil could probably do a better job. Now don't get me wrong. I'm not talking about flyers that look ugly. No. Not at all. I am talking about flyers that don't Sell.
The Sole purpose of a lawn care flyer is to drum up more business.
Not "look good."
So why is it that people never even think of this when they make their lawn care flyers? Well I have no idea really but who cares. Lets focus instead on how you can make your lawn care flyers convert at a "SuperMan" rate.
How do you make flyers that Convert well?
First of all lets start of by say what NOT to do. And that is.. DO NOT put your lame crapy business logo at the top of your flyer. Sure you might get a bit hot under the collar thinking about your business, but no one else does.
Simply put, no one cares about your business. If this is the case then do you really think you are going to get a great response rate having a huge picture of your logo at the top.
Of course not!
So don't do it ever. And I really mean EVER!!
Okay I have finished ranting about my pet peeve. Lets get down to the nitty gritty of what we should be doing. Every successful lawn care flyer has the following things.
- A great head line
- A really awesome offer
- A sense of scarcity
- A call to action.
- Contact details
Headlines. Crazy Old Headlines
I have already ranted that you don't put your logo as the headline and hear is why. It does not convey any benefits to your potential clients about your business. And to honest with you...
Benefits are where it's at!
Benefits are important but here's where a lot of people go wrong. They mention the benefits a customer will get for hiring a lawn mowing profesional. They don't explain the benefits the customer will get from hiring them INSTEAD OF THE COMPETITION.
And that is a big difference.
Um, as HUGE AS MT EVEREST you could say.
Give Me An Offer.. A Darn Great Offer.
WARNING!.. I'm about to rant again.
just about every lawn care business flyer is completely missing this part. It's like building a car and then not putting an engine in it. It just won't work.
You got that? Good.
Now don't be confused as to what is an offer and what is a GREAT OFFER. A great offer certainly isn't "free quotes."
FREE Quotes..Who Cares?
I have to be honest with you and say I damm well expect my quote to be free. I'm going to go out on a limb here and say you do to. So why waste up space writing this on your flyer?
SO what's a GREAT offer then?
A great offer is more along the lines of "a no obligation free trial mow," or a "no obligation free weed spray." Now that's exciting. Your phone will ring of the hook.
Worried about people ripping you of?
Don't be. If you provide great service and have a few follow up letters in place you will be able to convert most of these FREE people in to long term FULL paying clients. You might get a few people here and there who won't join up but who cares! You'll still be rolling in the money.
DO It Now Now Now!
What good is an offer if there is no scarcity at play. I tell you how good.
Nothing. Zero. Zilch!
You need to give people a reason to act fast. The truth is if they don't call you now they most likely never will. Something along the lines of..
"Due to time restraints I can only take a limited number of free lawn jobs. Therefore this offer is only available to the first 20 callers. ."
Give thenm a call to action.
This one is simple really. Take the example above but add the following sentence..
"Call now to avoid disappointment."
It is strange to understand but this a lone will increase your conversion rate a whole bunch.
Last But Not Least.
Well adding your contact details should be a NO BRAINER really. If you can't see why then maybe you should step down as the boss of your business and let your pet dog take over , 'cause the truth is he would have more brains than you.
Just remember your contact details shouldn't be overly big and keep them down the bottom. If you do this you will be sweet.
If you follow these rules you will find that your flyers will convert at a huge rate. You will expand so quickly that you will have to reassess your lawn care business plan. Life will be great.
Especially because I won't need to choke anybody.