Topics: Content Marketing Web Development Branding And Positioning Email Marketing Videos

How to Use Humor to Answer FAQs at Your Green Industry Company (Case Study)

Picture of Chad Diller Author: Chad Diller

Since 2017, we’ve worked with Joshua Tree Experts to create hundreds of useful blog articles to answer common questions their prospects and customers have.

Joshua Tree teamIt’s paid off for them. We’ve seen huge gains.

  • They now get 27x the website traffic.
  • There has been a 311% increase in tree service, lawn care, and pest control leads
  • This translates into hundreds of thousands of dollars in revenue.

Great blog articles are a foundational must as you can see from the results above. Recently, we decided to take their content marketing strategy to the next level to gain even more traffic and leads. To do this we created educational videos that are also entertaining (edutainment).


Fun, Informative FAQ Videos

Some of the things I’ve always appreciated about Joshua Malik are his sense of humor and willingness to try new things.

I love when company owners don’t take themselves too seriously and understand that their customers are just normal people. Regardless of how affluent customers may be, they can appreciate playful humor while being educated.

This style of video is called “edutainment”.

I asked Josh, “On a scale of 1-10, one being sterile and factual, and 10 being the most ridiculous video you’ve seen, where do you want to want these videos to land?” He wanted a solid six or seven.

I come from a long heritage of dad jokes and punny observations so I knew this was going to be a lot of fun for me to write these scripts. And after I delivered the concepts to Josh, he was all-in.

[RELATED READING: Using Written & Video Content to Answer FAQs]

Here are a few examples of what 20 hours of planning and three days of shooting can get you with the right creative team and an enthusiastic company owner.

Why Do My Trees & Shrubs Look Sick?

Everyone gets frustrated when you go to the doctor and they seemingly guess at what is wrong with you without performing a proper diagnosis. Why not have a little fun with this as it relates to plant health? 


How to Get Rid of Lawn Weeds

Weeds are annoying. You know what else is annoying? Customers often have unrealistic expectations and don't realize the multi-faceted approach to getting a weed-free lawn. Watch how Josh teaches them while having a little fun. 

How to Keep Pests Out of Your Home

Bugs are unwelcome, uninvited guests that show up. Sometimes you wish it was just as simple as not answering the door and just waiting for them to leave. Check out how we had some fun with that while explaining Joshua Tree's pest control service. 

Loving this stuff? If you want to see more examples, check out the Joshua Tree Experts video gallery.

A Bonus Ideal Client Video

We all know that it’s important to pre-qualify leads. We also created an Ideal Client video and placed this on Joshua Tree’s consultation request page. We’re hoping it will deter a few prospects here and there who want half-measures and shop for the cheapest price.


How the Videos Will Be Used

We created nine FAQ videos plus the ideal client video. These videos will be used for:

  • Visual content additions to blog content
  • Thumbnail teasers for email marketing campaigns
  • Visual content additions to landing pages
  • Social media posts
  • Resources on a new video library
  • Pre-qualifying consultation requests


Adding Video (& Personality) to Your Marketing Strategy

I would encourage you to not underestimate the power of using humor while educating your audience. Don’t take yourself so seriously.

Prospects and customers often don’t remember what you say, but they remember how you make them feel. You and all of your competitors are all vying to be the expert in your market. But how many of you can also be the friendly face that brightens their day and makes them smile?

Worried that you’re not a natural comedic actor like Josh? That’s no excuse. There are still ways to pull this off by using a professional actor or other team members.

If you’d like to learn more about video marketing for your lawn care, tree care, pest control, or landscaping business, we have other helpful articles (and videos) on our blog.

And if you’d like to see how I use edutainment videos to playfully educate my audience, check out my YouTube channel.

Ready to take the next steps? Schedule a meeting with us to learn more.

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Picture of Chad Diller

About Chad Diller

Chad is the President of Landscape Leadership. Prior to joining our team he served as a marketing manager for one of the Top 150 Companies in the Green Industry. In addition to his vast marketing experience, he also has held certifications such as an ISA Certified Arborist and Landscape Industry Certified Technician. He currently resides in beautiful Lancaster County, PA.

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