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personally benefit them. For example, one campaign that we created was for Jeff Watkins, an NALP member and owner of a Clean Cut Lawn Care. Instead of listing the features of their service (commercial grade mowers, blades are sharpened daily, etc.), we highlighted the benefits of having more time to spend with your family and having “mow freedom” when using their services. The front of the card featured a dad and his son having fun playing on the lawn (see images on page 33).


5


Use subheads as needed. This will vary de- pending on the size of your postcard. If you have a couple of paragraphs of copy, use subheads to


34 THE LANDSCAPE PROFESSIONAL > MARCH/APRIL 2019


divide the copy. They should be written in a way that will compel the reader to read more.


6 7


Include your company logo and the National Lawn Care Month logo. Size them appropriately and don’t have them overshadow your offer.


Create a URL and a landing page on your web- site that specifically ties in with your campaign. For instance, if you are promoting the benefits of


having an outdoor kitchen, instead of listing the actual url


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