🌱Add Value Beyond Your Services

Hi there,

Today we are talking about communicating the value you add beyond your services.

Your business adds value by fulfilling your services, but when marketing to your customers, they should know the value you’re adding beyond the service itself.

Maslow’s Hierarchy of Needs breaks down human needs. By aligning the way you communicate your services with these needs, you create deeper connections with your customers and enhance their experience.

Let’s break down the hierarchy with some examples and concepts you can lean into in your next marketing campaign:

• Basic Needs:
  • Promote your lawn care services as essential for maintaining a tidy, healthy yard. Highlight the benefits of regular mowing, leaf clean-up, and lawn aeration in terms of comfort and cleanliness.
• Safety Needs: 
  • If you provide lighting installation or pest control, position these services as ways to keep families and gardens safe.
• Social Needs:
  • Showcase how your landscaping services can create inviting outdoor spaces for entertaining guests.
• Self-Esteem Needs:
  • Have before and after photos of projects that increased the curb appeal of a home or property.
• Self-actualization Needs:
  • Highlight services or projects that you have done that allowed collaboration and creativity between the client and your business. Tell the client’s story.

When you add value to a person’s life at multiple levels, it forms a positive, lasting association with your brand.

Landscaper Marketing Example

Priceless Products Landscape Depot offers supplies for landscapers and lawn care professionals—Many of which can be customed with a brand’s logo, such as these lawn and leaf bags.

Why I Love It

• These branded bags are a walking advertisement. Neighbors and people passing by will see your company name, helping to spread awareness of your brand—directly associated with your work— possibly bringing in more business.
• Using branded materials is a simple way to show your clients that you take pride in all aspects of your business, not just the service you provide.
• Many competitors may overlook this small detail, but using custom-branded products can be a powerful way to differentiate your business.

Website Teardown

Watch me tear down azlawns.com.

In this video, Lance discusses the key issues impacting the website’s ability to perform on Google. While the website has some strong elements, it also has some critical flaws that could be holding back its potential to attract more landscaping leads through the search engines.

Action Items

• Build individual landing pages for each location you serve (e.g., Landscaping in [City]). This will help your website rank for location-specific search terms and target users in those areas.
• Make it easy for visitors to contact you by including clear call-to-action buttons.
• Instead of using general terms like “landscaping services,” create detailed content that addresses specific services such as “gardening services” or “yard maintenance” to match what searchers are looking for.