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What Does Al Pacino Know About Lawn Business Marketing?

LIVE from Times Square New York City!

What do Alec Baldwin and Al Pacino know about marketing a lawn care biz!?!?

This weeks lawn care marketing tip comes from the Movie/Play starring Al Pacino & Alec Baldwin…

A.I.D.A (Attention, Interest, Desire, Action) and how it applies to Lawn Business Marketing…


Hi, Andrew here. I am in New York City, in Times Square. I just wanted to shoot a quick video with you and share something that I saw last night.

I went to a play on Broadway called “Glengarry Glen Ross.” Some of you might have heard of it before. It was turned into a movie back in the early ’90s, starring Al Pacino and Alec Baldwin. It’s about a group of real estate salesmen. It’s based in Los Angeles. It was originally a play on Broadway, and they revived it this season. I got to go see Al Pacino perform live. It was amazing, a fantastic show, one of my favorite plays.

The reason I bring that up is because it’s all about these salesmen trying to make deals. One of the things they talk about and one of the key scenes in the play is AIDA – attention, interest, desire, action. That’s like the salesmen step-by-step playbook to closing a deal.

The reason I bring that up is I want to talk about how that relates to you in your business. Something that I always say in my other videos is your website is your number one sales guy. Your website has to do exactly what these real estate guys were talking about. It has to get people’s attention. It has to spark their interest. It has to give them the desire to use your services, and then, ultimately, make them take an action.

How does that work? How does that apply?

Well, to get their attention there are several routes that you can take. The main ones would be search engine optimization or SEO. Pay-per-click advertising, that’s another way to get people to your website. You can even also rely on your print marketing. That’s another way to get them to your website.

Once they are at your website, you have to get their interest. You can get them interested in a number of ways, but you really want to apply your unique selling points, your USP. What’s unique about your business? Why should people use you? That’s how you spark their interest.

How do you make them desire to use you? Well, you could have a very strong guarantee. You can demonstrate your credibility and your trust in the market. You can demonstrate, through your website and what you put on your website, that you are the best in your market and that you are the people that they should choose, and that they should want to choose you, rather than anybody else in your market. That is, ultimately, what makes them take step number four, to take action.

Taking action when they are on your website is to pick up the phone and call you and hire you or request an estimate. That’s what it’s all about.

So I just wanted to share that with you really quick and say hello from New York. Bye-bye.

Andrew Pototschnik is the founder of Lawn Care Marketing Expert, the largest online marketing agency in North America specializing in marketing strategies for the lawn care and landscaping industries.

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