This is the number one way that I built up my Lawn business. Fliers are great because you can target a specific neighborhood and easily get 20 clients within a block from each other. Which we all know will dramaticly cut back on our travel time and in turn mean more money in our hot little hands!
Most people however really have no idea how to create a successful flier/direct mail campaign. Nor do they even bother to measure their results. Their fliers will be doomed to fail before they are even printed. Don't confuse a successful flier with a nice looking flier. A successful flier gets you more leads. Nice looking fliers don't necessary achieve you anything. Your fliers should receive at least one response per hundred you post out. Typically my response rate is 7 out of 100, (but I have a few sneaky tricks up my sleeve to get this kind of rate.)
now for your free flyer templates and training videos. now for your free flyer templates and training videos.A successful flier should contain the following key things.
• A benefit based headline
• An Incredible offer
• Scarcity
• A call to action
• Your details
Start your flier of with a headline that is benefit driven. It doesn't have to be some fancy pants clever pun. In fact, it is normally better if it isn't. I normally include the offer some how in the headline too. NEVER EVER EVER EVER under any circumstance what your business name as your headline. You will lose their attention very quickly if you do. The simple fact is that no one really cares about your business. But they might care about a headline that promised a great lawn for a great price.
BAD example. "Stinky Jim’s Lawn mowing. We give free quotes."Good example. "Call us today and we will mow you lawns Free of charge." This brings me to my next point.
This in my opinion is the single most important part of the flier. It is also the hardest part for many Lawn care professionals to understand. They find it very hard to give away something for nothing. They are always thinking "what can I get now," rather than "what can I do to add massive value to my customers life right now that will in turn give me long term benefits."
now for your free flyer templates and training videos. now for your free flyer templates and training videos.An incredible offer IS NOT any of the following..
• Call us today for a free quote
• Call us today for a 10% discount
• Call us today and we will mow your lawns for free, (if you sign up to a six month contract.)
• Call us today and we will mow you lawns Free of charge with absolutely no obligation.
• Call us today and we will mow your lawns for only $3.50
• Call us today and we will spray your Patio area with our organic weed killer free of charge.
Its natural to think this. Sure there will be a small number of people who will never buy from you but who cares! Trust me. You will still be rolling in cash from every one else. Better yet most of your competition could never bring themselves to give away such an offer. This is a great because it means that when you do this you will really stand out from the crowd.
When you think of the amount of money each customer will spend with you over their life time, giving one free mow at the start of your relationship insignificant really.
now for your free flyer templates and training videos. now for your free flyer templates and training videos.
When I post out fliers offering to mow a lawn for free I normally use the following sentence for scarcity. "Unfortunately I can only offer this deal to the first 20 callers as there simply isn't enough hours in the day to fulfill all the requests. (You could say I learned my lesson from the last time I made this offer. I was absolutely flooded with calls of people begging me to mow their lawn.)
this is so simple yet so many people never do this. Tell your prospect what you want them to do next. i.e "Call us right now to request your free Lawn cut." I know this might sound a bit airy fairy but trust me, this actually does make a big difference to the amount of leads you will get.
Now that you have a good idea of what to put in to your flier you also need to know what to do next. TEST, TEST, TEST. You may have created what looks to you to be the most beautiful looking flier in the world with the most incredible offer ever. but Who cares what you think! You certainly shouldn't! The only thing that matters is what your potential customers think. How do you know what they think? Well test! On the first week mail out "Flier a." In the second week create a slightly different variation. May be change the headline or the offer. Sender out "flier b" and at the end of the week measure which one got you more responses. Rinse and repeat. Over time your flyers will become a lean mean lead generating machine! (Try saying that ten times after you have had a couple of cold ones on a Friday night! ;)
I mentioned earlier in this report that I have a few tricks up my sleeve when it comes to getting a better response from your flyers. One of these tricks is to do with how you actually deliver the flyers. My sneaky little Ninja tactic literally doubled my lead generation rate. I have made a quick video that explains it in detail.
Click here to watch the video of my sneaky little trick that doubled my lead generation rate literally over night.now for your free flyer templates and training videos. now for your free flyer templates and training videos.