Need Opinions Between (2) Lawn Service Flyers

Looks lile your pictures aren't coming through.

I'm a bit confused by your question (perhaps it's just the "math" I don't understand?)...

You've averaged 1-3% response on previous flyers... and you only need a 0.3% response this time around?

Why don't you simply send out a smaller batch of your previous flyers (the ones that worked), save a bunch on printing and delivery costs, and still get your required amount of new customers at a lower CPA (cost per acquisition)?

Is there a difference between the images? I don't see one.

SARubin,

It got a bit late last night, and I could have probably made that context a little bit more clear. What I'm saying is on previous batches, we averaged 1-3%, depending on which flyer we used. We are a small family business and can only handle a limited amount of customer acquisition at a time this year. The reason for using different flyers and copywriting is I'm trying to test the waters with different marketing material. Long story short, we're sending out 8,000 to 10,000 of these in a few weeks, and we need to pick up only (20) new contracts in total.

With that said, here's the direct link to the two flyers! Thanks dearly for all you guys time, sorry the pics didn't work the first go around.

Positive:
https://ibb.co/g2dV6m

Negative:
https://ibb.co/bTXwe6

Most times, a negative angle works better than a positive angle. The reason is because people are more likely to run away from pain than toward pleasure.

Your negative angle flyer is missing something very important. It doesn't plainly state that your service is better than basic. State it. Don't expect your prospects to assume it.

Alex

I vote for the negative. I think the writing could be improved... Are you a basic lawn service company?

You never stated it and, as Alex already said, it should be.

My peeve with the basic lawn guys... They don't come on time... Yes, I know, the lawn doesn't look that much worse at 7:27 than it does at 7:00 (or vice versa) and, no I don't have to be there for them to cut the grass. But we agreed they come at 7.

How much of a problem is basic lawn service companies in your area?
'5 costly reasons to avoid basic lawn services' is good but it limits... maybe too much... Do you not want clients from people who are not happy with their lawn services yet don't think they're dealing with basic?

Would you not be better off with
5 costly mistakes Peerland home owners make when it comes to lawn...?

Reasons to avoid is too calm... Costly mistakes... too polite.

You're wasting money... less calm. If what follows speaks to one of my problems, I'm awake!

If you're going negative, go negative, wake them up... Be specific to their problem (maybe you are for people in your area) and stir, then offer (yourself) as the cure... clearly.

Below are links to 3 threads about flyers (one is for lawn companies). There are a lot of good comments about what makes a flyer work well... Read through them....

https://www.warriorforum.com/offline...-critique.html

https://www.warriorforum.com/offline...t-mailing.html

https://www.warriorforum.com/offline...-pages-ad.html

So much great advice posted in this thread in a short time, that I don't even know where to begin. However, I'll start off by I have read through two posters personal business pages and I found myself quite surprised of the language spoken through some of your business pages. There's a lot of talented and helpful people here, who are really on top of their stuff. I'm short for time this year, I have a very short window (Need to have these to the print shop) by the 23rd, however, I have bookmarked and will be seeking out for some help from one of you this year on a few different pages of marketing material. With that said, let's get down to work.

It has also been brought to my attention, I left some very important details out, (my target audience). My target audience isn't homeowners who
presently mow their own property. My target audience isn't people who are are looking for mowing services only. 90% of my target audience already uses a current lawn service provider. I am focused on customers who want full service (Lawn and Landscape Maintenance). Customers who instead of wanting the basics, they want to keep their whole outdoors tidy. My target audience is divided between 15 neighborhoods, all with a minimum house cost of ($500k) and a median income of ($250k and up.) The said target audience, all have large beautiful homes, with lots of landscaping, lot's of flower beds to maintain, shrubs to trim, and so forward.


Now to the flyer:

1. So it's bluntly obvious, from you guys opinion, the negative material gets the most votes, which is what I was counting on, loud and clear!

2. It's came to my attention, that my headline is decent, but still appears weak. This is where I'd really like some help with some strong words and pointers, because without being able to pull them in, I'm screwed off the bat.

3. It's been brought to my attention and is very clear that there no "clear definition" drawn between me and every other basic lawn service. The problem I am having, every few paragraphs I come up with to make this clear, winds up being way to winded and long to fit, even after shortening them down.

Anyone have any suggestions with the above in mind?

"Basic" and "US" is not a good contrast. "Basic" describes a service level. "US" describes a group of people, not to mention a country.

Come up with a noun (or noun + adjective) that describes an enhanced service level.

Megan, since you're under a time constraint, IMO your best bet is to hire a copywriter who knows postcard marketing.

Alex

Alex, how about Mow-and-Go Services vs. Full Service Companies?

I definitely say the Negative one is way better.

Do you currently know the biggest problem, frustration or concern (from THEIR perspective) that they have with their current lawn company? If not, survey them.

If so, you can just call that out in the headline.

Also, what can you say that your company is the only one who does it?

If they already have a company they are using, you have to interrupt them with the problem since they are not currently looking.

A possible headline and subheadline

Is Your Lawncare Provider's Definition of A Good Job... Just Cutting The Grass And Then Nickeling & Diming You For Everything Else?

We're the only local company that never does a half job. We make sure everything from the curb to the house is picture perfect before we leave, often for the same price as the nickel and dime companies.

I don't like either of them.

What point EXACTLY are you trying to get across?

I think your headline should be EXACTLY what your reply to this question is?

Would your reply be something along these lines?

Often a cheaper lawn service works out to be a lot more expensive than a Premium lawn service.

I think this would make a lot more sense to your potential customers.

Or how about....

"She suggested A1 Premium Lawn Services"

"I used Bargain Bobs Lawn Service to save money"

"I paid the price"

"A1 Premium Services actually saved us 40%
and now I know....cheaper 'aint cheaper in the end."

"Don't make my mistake"



.

Your images have not come through, but in any case you could employ a flyer designer at fiverr.com who will create a professional looking flyer for you.

Alright, I'm back with a new attempt. Granted, I haven't spell-checked, grammer-checked, or fixed any phrases that need looking over. I did steal some ideas from some threads that were posted earlier in this post. Please let me know if I'm headed in the right direction or even improving it?

Thanks!

Another Try: https://ibb.co/kQ1WJb

Well Megan,

It looks like you've gotten a whole host of opinions here.

So I guess I'll toss another 2 cents of my (wisdom?) into the fray...


I don't want to be too harsh here, but the copy on your new flyer, from the headline, to the bullet points, to the almost non existent call to action... was a bit painful to read.

I won't shred it to pieces, because I realize you're on a tight timeline (and I don't want to hurt your feelings) But there's really not much good about it.

If you do decide to use it, I would seriously recommend only sending out a small batch to start (1000 pieces, at most) and see if you get any response before spending money on 10,000 pieces.



I see a couple replies here referring to a "pricing" angle as the motivator for your offer?

I would have to recommend NOT using any motivators of lower price, or lower cost, in this lead generation piece.

If you do, you'll likely get a bunch of responses. But, your respondents will now be pre-disposed to use price as a criteria for considering your services.

And having owned a service company myself (home renovation business) I can assure you that more times than not, bargain hunters turn out to be the worst clients you could "never" want to work for. (for more reasons than I can feasibly go into, on a forum post)

Of course it's entirely your choice, what type of client you want to work with.

But if you're not looking for the low end of the spectrum, here's a couple things for you to consider...



First... There's 2 main purposes of a lead generation piece...

1. Is to attract your ideal client

2. Is to repel the people you don't want as clients.

It's really not any more complicated than that.



Now, I don't know who your ideal client is. But I'll assume you don't want only "bargain hunters?"

And based on the description of your target audience, there's a large number of people in that group where "saving money" is not the main motivator.

Just look at the vehicles in their driveways, for example. If it was just about saving money for this group, they'd all drive Ford escorts, or Hondas, because it's inexpensive transportation, right?

But I'll wager many of them have more luxury vehicles, like BMW's or Mercedes Benz's, or new pickup trucks (or something else along those same price lines) for transportation?

These people are not as concerned with pinching every last penny. They're more concerned with status.


And sure, everyone wants a good deal, and no one wants to spend more than they have to. But you're dealing with a fairly affluent group of people (or at least they'd like to believe they are) who have a minimum house cost of ($500k) and a median income of ($250k and up.)


After working with a number of people in this social status range, I've learned that many of them are more motivated by a "pride, prestige, status, and exclusivity" angle. Rather than just saving a few bucks. (there's a lot of billion dollar industries that have been built around people wanting to "keep up with the Joneses")


You're dealing with a group of people who most likely want to take pride in their McMansions. But just as important, (perhaps even more so) they want to have their prestige and affluence, acknowledged by other people.


I'm not saying it's a good motivation, or bad... it just is, what it is.


Here's some more ideas leaning in that same direction, for you to consider. This is NOT well crafted copy, it's simply a first draft "brain dump" that I tossed around in my head while drinking my first cup of coffee, this morning...

[begin copy]

You deserve to...
Come Home To A Beautifully Manicured Lawn... Everyday!

If your current landscape service doesn't leave you "thrilled" with the appearance of your yard

If their Mow-and-Go service is only slightly better than doing it yourself

If you're finally ready to have a beautifully landscaped home, that will make you the envy of your friends and neighbors...

And experience the executive treatment you, and your home deserve!

*bullet point
*bullet point
*bullet point

No muss, no fuss...
We do all the work, and you enjoy the rewards of a beautiful home!

Mention this flyer and receive an instant $50 off your first professional landscape manicure.


Note: Due to the exclusive nature of our personalized, and professional service, we are only accepting 20 new clients this year. Last year our schedule filled up quickly. So don't wait. Call us Today, at (123) 456-7890


[end copy]


***** Then we format this into your flyer, while keeping the current picture of the manicured lawn as a visual enticement*****


Again, Megan, this is not well crafted copy. It's simply an unedited brain dump, to get some ideas flowing (I'll probably look at it tomorrow, and wonder what the hell I was thinking, with some of it?)

But do you see a possible angle here? We're starting with a promise of prestige, then adding in a bit of pain with their current service, then coming back around to an uplifting message when they choose your service
.
Finishing off with a discount offer, and some fine print "scarcity" if they don't act quickly.


We only have limited space to use for this mini roller coaster of emotion. But the "BIG IDEA" is "pride, prestige and status"

Clients that respond to this angle, will not quibble over every penny as long as you leave them breathless with the results.


One final thought...

I'd be remiss in my duties if I didn't caution you about one other factor...

If you really research the motivations of your target market, and craft a well thought out sales piece, that triggers their desires...

What are you going to do, if you send out 10,000 pieces and get 200 to 300 responses (or more)? When you're only prepared for 20 new clients?


Which could be one more reason for you to test small, before rolling out big.

Something to think about...

All the best,
SAR

Headline idea...

Is your lawn service helping or hurting your property value?

There's more to curb appeal than short grass...

I'm sure I am a bit late for this years print... but it seems to me you know what it is you offer ( or at least I hope so LOL ) but you are not getting that point across in your flyer.

I personally have a lawn care business.. I also do Marketing service for a good amount of my "Competition" in the area as well. I deal with myself included 7 different advertising efforts. All of us use ala carte services.

Correct me if I am wrong, that is NOT what you do.. there are a number of services included in your weekly service. The question is then.. what are the services. cutting, trimming, clean-up, I am guess weeding flower beds? what else? do you do mulch? and thatching, and aeration?

I think the nouns you use are the least of your problems. separating what it is you do vs what the other cut only services do would go a long way in separating your business from the rest, as well as creating value. As in, laying out in black and white why your service is more vs the others. right now.. I just dont see it.

You should really think of this piece as being more educational.. "Why we are different" vs trying to sell. The education will sell itself, because you will be different in the market space.

Thanks for sharing this informative content.