One of our friends from the Gopher Lawn Care Forum, Chuck, posted his latest lawn care postcard design and wanted some feedback on it. We got some really great responses I wanted to share with you as you may be designing your own lawn care postcard now as well.
If you have any thoughts you would like to add to this, please visit this specific post on the Gopher Lawn Care Forum and share with us your advice.
Jon Torres from http://www.xcelprinting.com offered his advice:
“1) The offer: I think both offers on there are fine, because it’s actually 1 offer with 2 options, options are good, and you are K.I.S. (I will leave the “stupid” out), you are keeping it simple with just 1 offer and 2 options, it would be different if it were 1 offer with like 5+ options, that would be confusing.
2) “FREE”, If you are going to use that word, I as a consumer will be expecting something FREE, if I get a piece of marketing material and it says FREE really large to get my attention but I don’t see anything free, then I will be pissed that the advertiser “conned” me into reading their offer, and I lose respect for the company…Unless you are going to say “FREE” to read this advertisement”, don’t do it, you don’t see free nowhere on my website, well, yes you do, for the shipping, and why, because it IS FREE.
3) Regarding the artwork, thanks Rich for mentioning the 300dpi. Don’t take this the wrong way Chuck, not everyone is a graphic designer, so when someone with limited experience or resources attempts to design their own piece, you can usually tell, unlike having it done by an “actual” Graphic Designer…in this case you can tell it is done by someone with limited experience, for one I would use an image related to Lawn Care, the image you have on there is stretched. Be careful on how you put text in front of an image, this is where using a Graphic Designer comes in.”
And then our friend Chestin from http://www.lawncaremarketingmagic.com had this great advice:
“Wow, I wish I’d seen this post earlier because it’s a great discussion on a subject I LOVE talking about, so forgive me if I get a bit long-winded here.
First off, don’t be afraid of lots of text. Yes, people are in a hurry BUT if you have an offer that appeals to them, makes their life easier, solves their problems, etc., they’ll read it.
Plus, you’re trying to get them to spend money. Why in the world would they want to make the decision to spend money with you after reading just a few lines of text? If they didn’t care about quality, customer service, or any of the other things you’re building your business on, it isn’t going to matter what you say other than ‘CHEAP’. You can’t convey the things that set you apart from your competition in a few short lines of text.
When you go to meet a new customer, perform an estimate, and ultimately sell them, do you limit yourself to less than 200 words? Of course not. You’re going to say as much as you need to say in order to convince your prospect that you’re the best person for the job because of X,Y, and Z.
And even though your postcard is only trying to convince people to pick up the phone and call, your challenge is still the same. When you limit your postcard (or sales letter, or flyer, or door hanger, etc.), you’re severely limiting your chances of actually geting a call.
So again, DON’T BE AFRAID OF A LOT OF TEXT. I know this will rankle quite a few people here, but studies have shown again and again that when trying to sell a service (like lawn care), more text pulls better than less text.
Now, in terms of the design of the 1st postcard, here are a few things to keep in mind:
1. Replace the name of your company with an attention grabbing headline. When you use your company name as the headline, it becomes a ‘deadline’. You have 2 seconds to convince your prospect to read the rest of your postcard and you won’t do that with your name. Try something like, ‘Save 50% On Your Year Round Lawn Care’ or something else that immediately conveys the main benefits of your offer.
2. Translate your various services into benefits. What benefits will they get as a result of these services?
3. You’ve already presented a good offer, but consider rewording it to make it a little less confusing.
4. As you already mentioned, included a deadline to create some urgency. This will help motivate your prospects to pick up the phone RIGHT NOW instead of sticking it up on the fridge or in a drawer, only to be forgotten.
5. If you can, include a testimonial from one of your satisfied clients. This helps reinforce your message and offer.
Again, don’t worry about using too much text. Write as much text as it takes to convince your prospect to pick up the phone and call. If they toss it in the garbage immediately (they’ve at least read the headline by now), they’re not a good candidate for your service anyway.”
Now with all this insight, you should be able to really jump start your spring lawn care marketing by designing it yourself. If you have questions about your design, please visit our Gopher Lawn Care Forum and post your design for FREE review and advice.