Author: Chad Diller
Do you want to create landscaping or lawn care marketing videos?
Are you worried that, despite your best efforts, your videos will end up being unoriginal and unengaging?
Well, by understanding these two very important concepts, you will be on your way to creating videos that will make your prospects want to buy from YOU instead of your competitors. Stay tuned.
(Check out the video with description, resources, comments, etc. on YouTube)
Video Transcription
Hey, what's up? It's Chad with Landscape Leadership. We work with dozens of mid-sized lawn care and landscape companies all across the country to create amazing content that sets them apart from their competition and compels their prospects to become happy paying customers.
Creating Landscaping & Lawn Care Marketing Videos
One of the marketing assets we create for our clients is in the form of video. Now I have a lot to say about creating great video, but today we're just going to focus on two very important points to do this. I'm going to show you one of the videos that we created for our clients. It's only a couple minutes long, but stick around after the video so I can show you how we use those two very important points to make sure that we developed a very compelling message.
So let me set up this video. Natural Green Systems Lawn & Pest is one client that we work with and they're located in Southern Maryland. We created a few videos for this client, but the one that you're about to watch is called a brand video and it was intentionally created for their website's homepage.
Two Important Questions in Your Message
When you watch this video, I want you to ponder two very important questions. Number one, who is the hero in this video? And number two, what needs to happen for the hero to get what they want?
Again, stick with me after this video because I'm going to explain how answering these two questions correctly can turn a viewer into a happy paying customer. Enjoy!
(watch the video above)
Who is the Real Hero in Your Lawn Care or Landscaping Marketing?
So let's recall my first question. Who is the hero in this video? If you take a look at your own marketing or those of your industry peers or even competitors, you're going to find that most lawn care and landscaping companies get this completely wrong. You can see in this video that the hero is definitely the prospective customer or one of Natural Green's customers.
This is not a place for you to brag about how credible you are or how certified your people are, or how long you've been in business and all these things that you typically see companies doing. Subconsciously, what happens in the mind of your prospect, is they are seeing you as the hero and it becomes a disconnect.
Every person wants to be a hero in their own journey. They want to go from the point of where they're at now, being very frustrated, to the point where they're a happy content, satisfied customer.
So how do you do this?
Positioning a Call-To-Action (CTA)
That is by answering the second question, what needs to happen for the hero to get what they want? I hope you noticed one word that we used repetitively throughout the script of this video.
"...In the past, we felt our only choice was to..."
It's the concept of choice or choosing or making decisions.
"...They were doing such a good job with our lawn, it seemed like a good choice...."
You'll notice that multiple times in this video, we've used that very deliberately.
"...And I said, you know what? I think we need to choose them, give it a shot and see how it works out. Because what I'm doing is not working!..."
Your prospective customer, these customers, for example, had to make a choice. They had to decide what they were doing wasn't working or the inaction, the decision to not do something was not working out well for them either.
"...But really those aren't the most important choices. What matters most are the choices our customers..."
Sure your company can be great. You can have the best products, the best methods, the best people working for you, and really do all the great things that you promise. But if your prospect, the real hero in the story, does not make that first decision, that choice to reach out to you, they're not going to get what they want.
And so, it's really important to create a Call-to-Action (CTA). It can be subtle and then get more direct at the end of the video to encourage the viewer to choose. Maybe that choice is just filling out a form on your website. Maybe it's picking up the phone and calling. Whatever that might be like researching to learn more. You want them to be moved and make a choice.
"...Essentially, our job is helping our customers make an informed decision..."
That will make them more confident and will help them to make more choices along the sales process as time goes.
"...If you value your time, if you value the end result, if you appreciate value for money, then I would choose Natural Green..."
Creating Marketing Videos People Actually Love
As you know, people love videos, but they love them even more if they're connecting deep inside with them about what they really want, and while you're also positioning your company as a guide, not the hero in their story.
I hope these tips have helped. Stay tuned. Subscribe to the channel. We'll be debuting more videos like these and I'll be showing you some other points of messaging and how you can create videos to really help your brand succeed. Thanks a lot. Have a really great day!
Want regular, practical tips like these to take your lawn care or landscaping business to the next level? Then consider subscribing to my YouTube channel. Or if you'd rather read our in-depth articles on Landscape Leadership's website, you can also subscribe to our blog.
