In the 1920’s a man named Claude Hopkins helped build the fortunes of some best known companies using the secret strategy of “preemptive advertising”.
By telling a story and educating prospects on about how things are done in your industry whether it’s landscaping, lawn care, tree removal, whatever – YOU can gain the preemptive advantage. And it doesn’t matter if it is the same thing any one of your competitors could tell. By simply telling it first you will gain an advantage.
Here’s how Hopkins grew Van Camp’s pork and beans business. There were dozens of companies advertising canned baked beans. All of the advertising was shouting “Buy my brand” but there was no benefit that distinguished one brand from another.
*A Successful Campaign To Model*
Hopkins started running ads explaining how it took 16 hours to bake beans, and how hard it was to make home baked beans digestible at home. He went on to talk about how home baking would give you crispy beans on top and the mushy beans on the bottom. Then he explained the process Van Camp’s used to select their beans. He talked about the softness of the water they used, and how they made the skins less tough by removing the lime. Then he gave details of the steam ovens where the beans were baked at 245 degrees in sealed containers so no flavor was lost. Then finally he offered a free sample for comparison.
This campaign was a huge success, yet every other canned bean manufacturer could tell the exact same story.
Their process was really not any different. However, if they tried people would have thought of them only as copycats. Therefore the advantage goes to the first company who educates the public.
*The Secret Is Educating*
You can educating prospective clients on the details of how any landscaping job is done or how a lawn service visit is performed correctly. You could educate on the causes of common problems and issues that arise within your market. Educate them about the solutions, and about the good and bad aspects of hiring any landscape contractor or lawn care company. You can also educate on your equipment and any systems or products that you offer.
You simply cannot over educate people.
You could run advertisements or create postcards or fliers that have the headline:
“9 Things You Must Consider Before Hiring Any Landscape (or Lawn Care, or Tree Care) Contractor”.
Then in your ad you give consumers the real issues that most people commonly face and how by choosing you as their contractor they will receive the best possible solution.
By educating you become a source of solid information that make prospects flock to you.
So take the time now to write down how you do what you do in your company (even if it’s the exact same as every other contractor in town). Write down the benefits of using the equipment that you use. And write down the systems and procedures that you follow and how those systems enhance the experience that people have when doing business with your company.
Soon you’ll come up with a list of preemptive strikes you can use to create a huge advantage in your marketing efforts.