Well, a close-to-literal translation is "we make known for tree". Loosely translated, "We speak for the trees"...
Let me tell you about how this came about, and how we have fun with it. It's one of my favorite work stories, and sorry to say, but "you asked for it".
I got the idea after looking into television advertising. All the recommended networks and time slots for advertising tree care were... well... nothing that I would watch.
I asked the rep why this is, and his response made some sense. According to him, the demographic most commonly responsible for initiating response to a green industry advertisement is female. Additionally, this female respondent is more often in a live-in relationship, i.e. married or living with boyfriend. So, the networks and time slots were chosen to target someone who is actually quite different from me.
I have developed a sales presentation which works very well with my most common types of prospects, and I know that they are more often men. However, I hadn't thought of who actually initiated the interest, i.e. whether he called because the wife wanted him to. I do know that, in my market areas, an average of 68% of my potential customers is married.
Sooo, if my customers are usually married, and I'm already good at selling to the man, perhaps I should find a way to get the woman to be more interested in initiating response more frequently.
That evening I offered to read my niece the bedtime story of her choice, and guess what she chose? "Hmmm", I said. As a majority of my customers (Median age 46) have children, what better way than to subtly reference a classic children's tale which promotes values that we hold dear as arborists? "AHA!", I shouted!
My sales literature contains three very subtle references to said Dr.:
- Name of Company
- Motto in Latin
- A secret which I will take with me to the grave. (I tell no-one)
Although it is not advertised anywhere, if a client or prospect mentions that they "get it", they are then invited to find the three references. If they find all 3, they get a
very substantial discount on service.
Now keep in mind that I haven't been doing this all that long, but so far noone has figured them all out. Hopefully, people will start to talk, and we'll get some buzz in the neighborhoods.
