Know-How Exchange : Taglines/Names

Focus your message on how gardens make people feel: enjoy the beauty, your private oasis, home-grown convenience, etc. rather than the services you offer.

Dear AJay,

I agree with Phil. I also have additional thoughts that might be of use:

You said "I think reliability and efficiency are the main things customers look for, other than expertise”

Hmm.

First (and you're not going to like this, but tough beans I'm afraid), as far as your potential clients are concerned, what you think isn't important.

You're not buying your service, your clients are. Read that again.
he sooner you begin thinking like a client, not like a gardener, the sooner you'll make progress.

Before reading Phil's response, my initial reaction was: the last thing I'm looking for in a gardening service is reliability and efficiency. I might look for these qualities in an auto mechanic, or in an IT service. But not in a gardener.

Were I shopping for a gardening service, I'd be shopping for: expert advice on plant care, landscape planning advice; people that show up on my terms, not theirs; advice on things to plant in pots, for shade, for layers, and for seasonal colour. I’d want advice on growing fruit, vegetables, herbs, and seasonal plants; I’d want trimming, weeding, pruning, and upkeep. I don’t know about plants. I don’t want to know about plants. I just want somewhere nice and green, perhaps with a few flowers, to sit and drink my beer or coffee in the shade. No hassle. No nonsense. But that’s just me.

You also said: “I do general cleanups more than horticulture”

Now you’re getting somewhere. There is mileage to be had here with the notion of “it’s a jungle out there!” with shots of overgrown gardens next to a shot of what you offer the homeowner after you’ve been in with your weed whacker (so to speak).

You also said “One of their main motivations is also that it saves them doing it themselves, and therefore saves time."

Good. Why not build on this.

But avoid the “reliability and efficiency” viewpoint. It says less about gardens than you imagine. Consider carrying out a survey. Ask people what they want. Then give it to them. You’d be surprised how this simple approach works.

Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Thanks for the responses – to give you a bit more info:

What I do:
cleanups, trimming, weeding, pruning, and upkeep are all things I can do and have tools for.

Landscaping and specialist advice on “things to plant in pots, for shade, for layers, and for seasonal colour” to quote Phil, is not the level I’m currently at. I don’t do lawnmowing as there are so many specialist lawn services out there most people have that taken care of by someone else – that might come later when I’m more established.

Types of yard:
Any size, and any state from wildly overgrown to well cared for.

My client base:
I am looking for clients who have the money to pay for a gardener to do their general maintenance so they don’t have to do it themselves. So far I’ve generally found my clients are over thirty and have families, or over 50 and their kids have left home – and they are professionals. Or they are retired and used to do their own gardens but aren’t physically up to it any more. From other gardeners I’ve spoken to this is fairly normal.

Re the name, I went for AJ's gardening for simplicity, and a personal touch, but I’m not attached to it.

Any more info you need??
So any suggestions on name and tagline very welcome!

Cheers
Ajay

taglines.


gardening simplified.


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Hi
I've had some interesting responses and am leaning towards "gardening simplified", thanks sadain, but still wonder if there's a better business name out there - or a tagline with a bit more oomph.

Another company has "growing free" as a name which seems excellent - so maybe something along those lines.

thanks!