This article is the third article in a five-part series that details exactly what you need to market your landscaping business and make it a success
Your landscaping marketing materials should take advantage of professional copywriting conventions to motivate prospects to take action. Follow this four-step process to incredible copy that motivates response:
Four steps for writing winning copy
Craft an attention-getting headline – Regardless of the marketing medium, your headline is what draws readers in to the rest of your copy. Make a bold statement that solves your customers’ problems, alleviates fears or fulfills desires. When possible, include your offer as part of your headline.
Highlight your benefits – Amateurs write about features; professionals highlight benefits. If you offer all-in-one lawn maintenance (feature), you have to tell your audience that this means they’ll never have to worry about who has the best lawn in the neighborhood (benefit).
Develop an incredible offer – Great offers make money. Consider your services from your customers’ point-of-view. What would it take for you to act? Your offer should have value to your customers and be time limited to get the greatest response in the shortest amount of time.
Motivate with a call to action – - Tell your audience in no uncertain terms what they must do next. Provide multiple response channels so you can cater to everyone.
Example landscaping postcard copy:
Make the Jones’ jealous with a luxuriously landscaped home.
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One superb device for increasing the shelf life of your landscaping promotions is to add value to them by including coupons, helpful charts and graphs, tips and other useful information that increases influence and motivates response.