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November 2020
Tree Hugger HERALD
770-637-3707 | TreeServiceDigital.com
Your Work Doesn’t Have to Be Seasonal
Why Fall and Winter Are Great for Tree Services
I really love this time of year. That not-so-subtle change from the hot mugginess we have down here in Georgia to a much-welcomed crisp coolness always makes me reminisce about college days filled with fall football games. It also signals the perfect time to get outside and do some camping and hiking, which I’ve already taken advantage of with a recent trip to the Smoky Mountains. The roaring campfires and mountain views did not disappoint. But something else I love about this time of year is the unexpected opportunity it holds for my clients and the work we do together. This is the perfect time to take a look at your marketing strategy and make sure it’s firing on all cylinders. Spring and summer might be the most enjoyable time of year for your crews to get outside and do what they’re best at, and that’s likely what your customers are thinking too. But that’s not necessarily the case, and your customers need to know that.
up shop through the winter months, then spend the first weeks of spring struggling to get back on track. But no matter which part of the country you operate in, that never has to be the case. Fall and winter can be a great time for tree trimming maintenance. When leaves fall off the trees, it makes trunks and branches easier to access, plus putting in maintenance now means everything is that much better when spring arrives. It’s a great way to cut down on yearly maintenance costs, and when your customers hear that news, they’ll suddenly find plenty for your crew to do. So when it comes to marketing, now is the time to make sure you’re not creating any gaps in call flow or lead flow. Use this time to look at your customer database and make sure you’re utilizing it correctly. Do some niche marketing to make yourself relevant to your customers during this time by showing them why your services are still important. Sweeten the deal with an “off-season” offering or coupon. This is a great way to reactivate past customers too. Also make sure your search engine optimization (SEO) is functioning as it should so that you continue to land at the top of every search page, and double-check that your ads are running smoothly by hitting the right markets and strongest leads.
Your work doesn’t have to have a slow season if your marketing is doing its job the right way. While your competitors are getting ready to hibernate through winter, take the opposite approach and be the bear that stays awake to rule the woods. Being open for operations is just the first step — if the common assumption made by your customers is that tree services don’t happen during this time of year, then it’s your job to show them that’s not the case. And great marketing will do just that. If you’re ready to rev things up this fall and winter, Tree Service Digital can help you figure out what marketing you’re doing right and where to refocus your budget. Give us a call today and we’ll stroll through this season together.
After the rush of the summer season, most tree services start winding down
their business because they assume there’s not enough work out there to make it worth their
while. I know of a few who even completely close
–Wesley Smith
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TreeServiceDigital.com
Published by The Newsletter Pro | www.TheNewsletterPro.com
In a Digitally Focused World The Power of Direct Mail
In an ever-growing digital landscape, one disruptor in advertising and marketing stands out: direct mail. That’s right — classic print and paper mailers shipped directly to your customers’ doors are pushing beyond the noise to give consumers an outlet they actually pay attention to. It may be brash to endorse direct mail marketing on a newsletter that we directly mail to you , but your reading of this article should be proof enough: Direct mail works, and you need to try it. If you’re still not convinced, allow us to explain why this is a secret we just have to share. In a world where most of us work and attend meetings, classes, family gatherings, church meetings, and other get-togethers through our screens, don’t you want to be the voice that stands out and appears in their mailbox instead? We have screen fatigue, and people likely aren’t paying too much attention to the advertisements they have been seeing for months. In business, you have to change and develop new marketing tools. Experimenting with direct mail or special offers may cost you some money, but the returns could be well worth the investment and time spent in developing the route. As an entrepreneur, though, the only risks you can take are calculated ones. You have to be sure there will be some reward, no matter how small.
Direct mail marketing is nothing new, yet it has been proven to work time and time again. Why? When you boil it down, direct mail marketing works because it’s based on an idea that has always stood the test of time in business: the power of relationships. In order to reel consumers into your brand, you need to reach them in diverse ways. Enter direct mail marketing. It disrupts the noise from your digital platforms while connecting with people in a real, personal way. Today’s consumer takes months before making a purchase. When your voice has been consistent, loud, and diverse, you’re more likely to stand out. And today’s target millennial audience is
also looking at print and direct mail before making a purchase. In fact, more millennials learn of products through direct mail, even in a digitally focused world. The digital world is still very influential. We may be tired of staring at our screens, yet we find ourselves pulled to social media, streaming services, and blogs even after we log off work. Businesses need to have a diverse online presence, whether that’s on social media, a blog, or your website, but you don’t have to adhere to one platform over the other. In fact, it’s best if you use direct mail to disrupt your online campaigns and use your online campaigns to disrupt your paper marketing. Relationship marketing that directly targets your consumer works every time. Direct mail has always disrupted the flow of standard marketing, and if you’re focusing your efforts solely on the digital platform because of the pandemic, then you’re making a big mistake. Direct mail is one of the easiest ways to connect with your consumers and stand out while doing it.
Want to learn how we produce our direct mail campaign? Just ask!
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TreeServiceDigital.com
Published by The Newsletter Pro | www.TheNewsletterPro.com
‘Dare to Lead’ With Brené Brown’s Bestselling Book
How many leaders do you know who will admit to their mistakes openly and honestly to their team? How many leaders have you heard ask their team for direction? How many leaders are willing to step aside so someone else can shine? Chances are if you know that leader — or if you are that leader — then you understand the future of leadership, according to author, researcher, and teacher Brené Brown, Ph.D., author of “Dare to Lead: Brave Work. Tough Conversations. Whole Hearts.” In this book, Brown details her seven years researching and gaining a better understanding of leadership. She interviewed business leaders at both small and large companies, asking questions that revealed what great leadership looks like. Together with her research team, she learned why certain workspaces thrive and grow while others, with seemingly just as powerful of ideas, wither and die. And it all boiled down to one thing, Brown says: courage. In “Dare to Lead,” Brown examines the four pillars of courageous leadership and how business leaders today can practice and perfect it. Brown teaches the four pillars through her consulting work and has seen radical changes in organizations that practice courageous leadership. Brown offers examples — from well-known CEOs and
within her own business — to walk readers through real-life applications of courage and how to create stronger teams through vulnerability.
Brown exposes how business cultures that don’t practice vulnerability are ineffective as a result. She theorizes that often, these workspaces are filled with fear, uncertainty, and scarcity. To remove these negative traits, Brown offers leaders a road map to build their courage while practicing vulnerability and creating happier work environments. Brown has spent the past two decades researching and breaking down emotional concepts into tangible goals for her readers and followers. She is the owner of The Daring Way, a consulting firm that helps businesses develop vulnerability in leadership and the workplace. She is also the host of the podcast “Unlocking Us” and has one of the most-watched videos of all time, “The Power of Vulnerability.” You can learn more about Brown’s work and find “Dare to Lead” at BreneBrown.com.
HAVE A Laugh How a Thanksgiving Dinner Mix-Up Led to the TV Dinner
The year was 1953. That fall, the frozen food company C.A. Swanson & Sons drastically overestimated how many Americans would want a turkey as the centerpiece of their Thanksgiving spread, leaving them with about 260 tons of extra turkey packed into 10 refrigerated railroad cars.
Swanson salesman Gerry Thomas had a winning idea. He suggested they package up the remaining turkey with a few sides as frozen dinners that would be ready to eat after being thawed. The twist? They would be served in compartmentalized aluminum trays, much like airplane meals, which were the inspiration for Thomas’ idea. Additionally, they would be marketed as “TV dinners,” with their packaging designed to look like a television set. As the TV rose in prominence in American living rooms, the TV dinner’s popularity increased exponentially. Swanson sold nearly 10 million of them during the first year of production. By 1959, Americans spent half a billion dollars gobbling up TV dinners.
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TreeServiceDigital.com
Published by The Newsletter Pro | www.TheNewsletterPro.com
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Inside This Edition 1. 1185 Hightower Trail #501673 Atlanta, GA 30350 770-637-3707 TreeServiceDigital.com
‘Tis the Season for Great Marketing
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Want to Stand Out in a Digital World? Focus Offline
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Researcher Brené Brown Helps Leaders Find Their Vulnerability — and Succeed How a Thanksgiving Dinner Mix-Up Led to the TV Dinner
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Filmmakers’ 3 Tips for Video Calls That Don’t Suck Mastering the Video Sales Call With Filmmaker Expertise
As we continue to adapt to a half- digital, half-physical world, one thing is certain: This is our new normal. And in the business world, you adapt or you die. While in-person sales meetings and lunches will never be a thing of the past, mastering the video sales call to present yourself, your company, and your product is vital. After all, you want the most memorable part of your call to be the product you’re pitching — not your cluttered background or the tinny sound. To appear like a pro, try these three tips from filmmakers to make your video calls the envy of your competition. Tip No. 1: Use what you have. While moviemakers, vloggers, and podcasters have advanced equipment to make them look and sound great, you can provide a professional video call without blowing your budget. Start with lighting. Shine a lamp toward the wall facing you, and turn on
a light behind you to softly illuminate your face while creating background light for depth. Good sound quality can be just as simple to achieve. Rather than rely on your computer or laptop’s microphone system, plug in your AirPods or headphones. These items have built-in microphones that better capture your voice due to their proximity to your face. Tip No. 2: Get the camera angle right. Aesthetically speaking, one of the worst angles for a camera is pointed upward at the subject being filmed. However, you’re often looking down at your laptop or monitor’s camera. Instead, stack your laptop on books or risers for meetings, or purchase a separate camera to mount at eye level or just above you. This is a much more flattering and commanding angle.
things. For starters, quickly scan the background behind you. Will your prospective clients see anything unflattering or unduly distracting? A simple background, like a plain wall or a bookshelf, is great for bringing attention to you and not what’s happening in the background. And before you join that meeting, rehearse looking into the camera as you speak, not at the screen itself. That will create eye contact for those in the meeting.
You don’t have to be an Oscar-winning filmmaker to master these techniques.
Tip No. 3: Look again. In the moments leading up to a video call, remember to do two
All it takes is a little practice to upgrade your video sales call.
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TreeServiceDigital.com
Published by The Newsletter Pro | www.TheNewsletterPro.com
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