One to Watch: Spring-Green
Next is a reply form that’s perfed to a BRE. The form cleverly runs the “neighborhood discount code” along the bottom, right-hand side and gives only three options (boxes to be checked), all of which can move the prospect towards a sell. First is a “yes” that asks to be scheduled, second is “I have questions” and third is another “yes” that signs the prospect up for a free e-newsletter; for each box, one thing is asked for—in order, phone number, best time to call and e-mail address. Meanwhile, on the left side of the reply form are “three easy ways” to contact Spring-Green, including the reply form, a toll-free number and a URL.
On the back of the reply form is “the Spring-Green guarantee,” in a certificate-like presentation. It reads simply, “If you aren’t completely satisfied with the results of a Spring-Green application, let us know right away. We’ll make it right, or we’ll refund the entire cost of that application.”
Lastly, two additional components not normally seen in a lawn-care package complete the excellent performance. One is a sheet of free address labels, with attractive flowers next to the prospect’s address, “from your [prospect’s city] Spring-Green neighborhood lawn care professionals” —an unprecedented freemium from a lawn-care company. Also, a buckslip all about its new “organic-based fertilizer” is included.