Is this flyer good?

Discussion in 'Business Operations' started by LawnMowerMan2003, Apr 3, 2003.

  1. LawnMowerMan2003

    LawnMowerMan2003 LawnSite Senior Member
    Posts: 768

    This is my new flyer. It's pretty basic because I made it in Word. I didn't really have any other software to use. What do you think?
     

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  2. LB Landscaping

    LB Landscaping LawnSite Bronze Member
    from Maine
    Posts: 1,309

    Kind of plain, can you add some color to spruce it up?? The content is pretty good, can you shrink it to fit one page???
     
  3. LawnMowerMan2003

    LawnMowerMan2003 LawnSite Senior Member
    Posts: 768

    I could add some color. Do you know how much color copies are running now? I haven't checked in a while, but they used to be kind of expensive. I printed it out on one page on my computer.
     
  4. Clay

    Clay LawnSite Member
    Posts: 236

    LawnMowerMan,

    I bet you have no idea how good that really is... :)

    Clay
     
  5. LawnMowerMan2003

    LawnMowerMan2003 LawnSite Senior Member
    Posts: 768

    Clay:

    Should I take that as a compliment? :)

    Some people say the dependable thing is uncreative, but I put that first, because 99% of the time if I talk to a new customer and they say "I had a lawn service, but..." it usually comes down to them not being dependable. So I thought maybe I could take the business from some scrubs, and not have to make a special trip out to the house if the customer thinks I'm not worth the extra money, cause the estimate will already be on their door. By putting a space for a "first cut" charge I can eliminate those people wanting me to cut a jungle for $25 or $30 and then not call me again (since I don't require contracts). I don't know what my response rate will be, but most of the leads should be good ones.
     
  6. LawnLad

    LawnLad LawnSite Senior Member
    Posts: 738

    Superior -

    What sets you apart from your competion? "Superior" implies something... I take it to be a statement on quality. You talk about your personal characteristics - but what about your services. You simply state you'll make their lawn look "nice".

    You've got the feature/benefit statements down pat. How about a simpler listing of your services with a brief statement of how the customer will be treated essentially answering the question, "Why you should hire Superior Cut Lawn Service"

    Are all the properties you service the same size? If not - how can you offer a fixed price on fertilizing?

    A second thought - with no contracts required, what's to keep someone from taking you up on a one cut and inexpensive fertlizer application and then cancel service. What if then they claim damage to their property from your application? For a small job you bought a lot of liability. A contract can limit your liability.

    A thought... if you want to offer an incentive to buy - offer a free bag of mulch (cost you $3.00) or a % off the first visit.

    Lastly - by letting the customer call you when they want their lawn cut - what happens when you quote $xx assuming you'll be spending 30 minutes cutting the lawn, but you show up after 3 weeks of growth and it takes you 1.5 hours? By letting the customer dictate how you service their property you are not holding yourself out to be the professional.

    Don't be afraid to be the professional and tell the customer what will be best for their lawn. After all, if they're hiring a Superior lawn service, are they hiring knowledge/quality or are they hiring someone who is superior at cutting the lawn within 48 hrs?

    Since I don't know your business these are just some thoughts, shots in the dark if you will. Good luck with picking up new customers this spring.
     
  7. LawnMowerMan2003

    LawnMowerMan2003 LawnSite Senior Member
    Posts: 768

    Lawnlad:



    "What sets you apart from your competion? 'Superior' implies something... I take it to be a statement on quality. You talk about your personal characteristics - but what about your services. You simply state you'll make their lawn look 'nice'."

    OK, I see that "nice" is rather vague, but how should I elaborate on the quality?

    "Are all the properties you service the same size? If not - how can you offer a fixed price on fertilizing?"

    The properties won't be exactly the same size, but I'm mostly targeting small lawns now, due to my current 21" mower limitation.

    "A second thought - with no contracts required, what's to keep someone from taking you up on a one cut and inexpensive fertlizer application and then cancel service. What if then they claim damage to their property from your application? For a small job you bought a lot of liability. A contract can limit your liability."

    That's a good point, but I still shouldn't be losing money on the fertilizer. I won't make much, but it's quick and easy. As far as the liability for fertilization, I'm more concerned about that. Do you think I should rewrite it "no long-term contracts required"? Or have the customer sign a waiver if they want fertilization?

    "what happens when you quote $xx assuming you'll be spending 30 minutes cutting the lawn, but you show up after 3 weeks of growth and it takes you 1.5 hours?"

    Maybe this isn't clear in the flyer, but I covered this by the "call within 3 days of _____ "< The date goes in that space.

    "Don't be afraid to be the professional and tell the customer what will be best for their lawn. After all, if they're hiring a Superior lawn service, are they hiring knowledge/quality or are they hiring someone who is superior at cutting the lawn within 48 hrs?"

    You think this is unclear? What would you suggest to improve?
     
  8. adrianvbarrera

    adrianvbarrera LawnSite Member
    Posts: 163

    LawnLad,

    I commend you on your critique. It is rather harsh but it will BENEFIT Superior Lawns. The best critique comes from your competition.....second best is one from a fellow LCO at Lawnsite.com.


    We need more crtiques like this one.


    Keep up the good work.

    Adrian
     
  9. Clay

    Clay LawnSite Member
    Posts: 236

    MowerMan,

    Yes, it was meant as a compliment.... :)

    While the flier is a little unpolished, you have naturally included some of the basic steps a good advertisement should have...

    Get Attention
    Show People An Advantage
    Prove It
    Persuade Them To Grasp This Advantage
    Ask For Action

    Just a few quick suggestions...

    Either ditch the tractor logo altogether or get a modern mower to use in its place.

    Try something like this for the headline...

    Announcing A "Superior" Way To "Jump Start" Your Home's Curb Appeal While Creating More Free Time And One Less Headache!

    Then, as LawnLad mentioned, the number one customer question to answer is "What's in it for me?"

    You can simply accomplish this by rewording the "We are's" to "You get".... Get it??? :)

    You see, you naturally covered most of the basics....
    You got attention with the headline.... showed an advantage with being depandable... proved it with experience... persuaded them to grasp your advantage by mowing within 48 hours.... asked for action by calling today and receive a reward...

    While it is far from a polished professioinal flier, you see that you covered all the bases as outlined by some of the most successful marketers of all time.... You're a natural.... :)

    Good Luck, Clay

    If you would like, you can email questions clayvaughn@hotmail.com
     
  10. LawnMowerMan2003

    LawnMowerMan2003 LawnSite Senior Member
    Posts: 768

    OK, I am still waiting from a reply from lawnlad, but here is my first revision. Thanks for the advice so far.

    I want to do my best to get the best call response I can, because I'm going to be charging a little more than I have previously, after reading many posts here on the subject of prices. I used to think I should charge less to get more work, but now I'm starting to realize that it would be better to wait for the customers who pay more and won't go out and hire a scrub the next week, cause he does it cheaper. And, especially after reading some of the posts here on lowballers, I realize it's going to be a losing game to try to compete on price alone.
     

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