Classified ad wording to attract lawn care customers.

There are many ways you can word your classified ads in newspapers. Here is one example a lawn care business owner used with success. He shared with us his story on the Gopher Lawn Care Business Forum.

He wrote “I am experimenting with classified advertising for my lawn care business. I’m running this ad starting next week. I plan on tracking the ad to see what kind of results I get from it. Here is what it reads:

Beat The Heat
Leave The Mowing To Us!
ABC Lawn Mowing Service

Affordable, Dependable, Insured
Residential, Commercial

The problem with classifieds in my area is that the price goes up dramatically when you have more than 20 words in the ad, bummer. In this case I am not sure if I should include my business name as it will cost more and I am not sure of any extra benefit from using it in the ad. The good side to taking out my business name is that it would save some money on the ad, but the bad part is that it could potentially cost me in lost name recognition. I have been taught in the past that one of the keys to effective advertising is being consistent and keep the name in front of the public.

Another ad idea I am considering next is using a headline that says FREE MOWING. Such an ad would invite the reader to call and find out how to get their lawn mowed for free. So when the reader would see the ad and call, they might say ‘hi, I was calling about the ad in the paper that says I can get my lawn mowed for free. How can I get that?’ Then I would reply ‘hello, can I get your address so I can see if you live within my service area? What time would be best for me to stop by and give you an estimate? I offer two free lawn cuts throughout the year when you have me service your property.’

So after testing the first ad design I have found that it works. I got a call on it the first day and am meeting with the client tomorrow to look over the lawn. This customer called on the ad because her mower is broke, her husband is working a lot of overtime, and does not want to mow anyway. She said the lawn is a bit out of control and is fairly overgrown. We’ll see what happens but so far so good!”

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