Stop Marketing to Everyone Ep. #556

Welcome to Profits with Payjack, the podcast where we dive into business strategies and financial insights for the green industry.

Like I promised today, we are going to be talking about a little bit about marketing.

It's not going to be an intensive here.

We're just going to talk a little Put a little brain bug in your head.

Where should your next customer come from? Because here's what happens.

You decide you want to grow your business.

Maybe you want another 50 customers.

Maybe you need another 100.

Maybe you're just trying to add another crew or another technician.

So what do you do? You got to start marketing.

Maybe you're spending money on Facebook advertising or start running Google ads.

Maybe you print up some door hangers or you send out some postcards and you're trying to get your name in front of as many people as possible.

But here's the question I want you to think about.

Are you trying to acquire more customers or are you trying to acquire more profitable customers? Because those are two very different things.

And I think a lot of business owners make the mistake of assuming that every new customer is equally valuable.

pop quiz they're not okay they're spoiler for you let's just say you got two potential customers you know they both have the same size property they they're both interested in in in the exact same service you know and both are willing to pay the exact same price okay one of them lives right next door to an existing customer and the other one lives 20 minutes outside your normal service area which one is more valuable to your business Well, unless there's something unusual about those properties, the one next door is probably going to be the significantly more profitable one.

Why? Because it costs you less to service that customer and potentially it costs you less to acquire them in the first place.

And that's what we're going to be talking about today.

You know, how do you make your marketing dollars work harder by focusing on the customers who are already close to the ones that you've got? Because not all customers cost the same to service.

And I want you to imagine something, you know, you've got a technician out there treating lawns and you've got, you know, he's got 20 properties on his schedule, right? And let's say 18 of those properties are located relatively close to one another.

They're all in the same neighborhood.

Maybe a few of them are even on the same street, which is the ideal, okay? But then you got two properties that are way out of the way.

And because they're way out of the way, the technician has to spend an extra 30 or 40 minutes driving around to service them.

Well, that time costs money.

You know, you're paying the technician, you're putting fuel in the truck, you're adding mileage and wear and tear on the vehicle.

Welcome to Profits with Payjack, the podcast where we dive into business strategies and financial insights for the green industry.

Like I promised today, we are going to be talking about a little bit about marketing.

It's not going to be an intensive here.

We're just going to talk a little Put a little brain bug in your head.

Where should your next customer come from? Because here's what happens.

You decide you want to grow your business.

Maybe you want another 50 customers.

Maybe you need another 100.

Maybe you're just trying to add another crew or another technician.

So what do you do? You got to start marketing.

Maybe you're spending money on Facebook advertising or start running Google ads.

Maybe you print up some door hangers or you send out some postcards and you're trying to get your name in front of as many people as possible.

But here's the question I want you to think about.

Are you trying to acquire more customers or are you trying to acquire more profitable customers? Because those are two very different things.

And I think a lot of business owners make the mistake of assuming that every new customer is equally valuable.

pop quiz they're not okay they're spoiler for you let's just say you got two potential customers you know they both have the same size property they they're both interested in in in the exact same service you know and both are willing to pay the exact same price okay one of them lives right next door to an existing customer and the other one lives 20 minutes outside your normal service area which one is more valuable to your business Well, unless there's something unusual about those properties, the one next door is probably going to be the significantly more profitable one.

Why? Because it costs you less to service that customer and potentially it costs you less to acquire them in the first place.

And that's what we're going to be talking about today.

You know, how do you make your marketing dollars work harder by focusing on the customers who are already close to the ones that you've got? Because not all customers cost the same to service.

And I want you to imagine something, you know, you've got a technician out there treating lawns and you've got, you know, he's got 20 properties on his schedule, right? And let's say 18 of those properties are located relatively close to one another.

They're all in the same neighborhood.

Maybe a few of them are even on the same street, which is the ideal, okay? But then you got two properties that are way out of the way.

And because they're way out of the way, the technician has to spend an extra 30 or 40 minutes driving around to service them.

Well, that time costs money.

You know, you're paying the technician, you're putting fuel in the truck, you're adding mileage and wear and tear on the vehicle.