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Author: Jeff Korhan

Jeff Korhan

Jeff Korhan

Jeff Korhan is the owner of True Nature Marketing, a Naples, Fla.-based company helping entrepreneurs grow. Reach him at jeff@truenature.com. Jeff works with service companies that want to drive growth and enhance their brand experience with digital platforms.

Market your business like it’s 2022

Landscape Management columnist Jeff Korhan explains why green industry companies should market their business like it’s 2022.

Illustration: Mykyta Dolmatov/iStock / Getty Images Plus/Getty Images

Communication Coach: A 3-point plan for building winning marketing content

Whenever there is a crisis, people seek stability. This is an opportunity for helping your audience. Marketing 101 says you should meet them where they are. They can’t possibly be on Facebook, LinkedIn, Instagram AND YouTube. Do I use all of those channels? Sure, but for different purposes. And that puts me in three or […]

Communication Coach: Train your mind to create the future

Some of the greatest businesses were started during cataclysmic times like this. You could say that the universe is reshuffling the deck. This creates gaps that become opportunities for making people’s lives better. This is your opening for … Starting a business Restarting a business, division, or product line Reinventing your business Buying a business […]

Communication Coach: Lead change to steady customer confidence

  You’ve been here before. Customers are wondering about their relationship with your company. Everything is back on the table. You have to acknowledge the current conditions. Then take bold steps to change the narrative. These are historic times. Communication nowadays can be tricky. Your message may not be received as you had expected. For […]

Marketing Mojo: Fix this marketing gap to close more sales

Are there gaps in your marketing? We all have a few from time to time. The danger is not knowing where they are or what to do about them. Serious marketers close these gaps the way professional athletes fix their weaknesses. They commit to a plan and track their progress toward accomplishing key activities. Every […]

Why your marketing needs buyer personas

When I talk to people about buyer personas, they dismiss them as being equivalent to ideal customer profiles. This is a problem because there is an important distinction. One of them describes the horse that steps up to the water trough. The other tells you whether or not he or she is likely to take […]

Communication Coach: Craft your core marketing message like a pro

People that discover your marketing expect it to communicate two things: What your company offers If it’s right for them Imagine you are a screenwriter that gets his or her lucky break to pitch a film idea. You have rehearsed hundreds of times because you know you’ll only get one shot at this. Of course, […]

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How Google is elevating conversational search

Google and BERT (short for Bidirectional Encoder Representation from Transformers) are taking out the trash. Together, they are making the old way of optimizing website pages obsolete. BERT is Google’s natural language-processing model that now powers search queries. It’s capable of understanding content based on its context from associated phrases and sentences. This essentially kills […]

Communication Coach: How to make intentional marketing that wins customers

Marketing’s role is to bring people closer to your company. If you are lucky it will change lives too, but let’s not get ahead of ourselves. Bringing people close is not easy because their actions often take an unpredictable path. What is predictable is that people seldom make buying decisions in isolation. They talk them […]

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Communication Coach Why marketing needs a bigger purpose

Jeff Korhan explains to landscape professionals why it’s important for green industry companies’ marketing strategies to involve a bigger purpose.

Design marketing proposal (Photo: iStock.com/irklig)

Communication Coach: Make your project presentation stand out

Jeff Korhan talks about why landscape professionals should “put on a little show” in their landscape project presentations in order to make the sale.

Communication Coach: Signal your business power with marketing clarity

LM contributor Jeff Korhan shares how specific and clear calls to action can make a difference in your business marketing.

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2 easy ways to make your business stand out

Up until 2009, social media was exciting because it worked. It was all about the user experience. Twitter was hot, and that made it easy to make connections and get your ideas discovered and shared. The value of history is it reminds us what’s possible. So much of the social media landscape has changed, but […]

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Communication Coach: Why marketing is hard and how to fix it

Be aware of when a key marketing channel is neglected, and strategize way to fix it to develop a stronger marketing foundation for your business.

Communication Coach: The question that perfected my customer growth

Is your business growing? I’m grateful a customer asked me this early in my landscaping career. It’s a question on the minds of most people trying to decide if they should embark on a journey with a business that’s new to them. The next and usually unspoken question they have is whether that growth is […]

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Marketing Mojo: How to make marketing that attracts the right customers

You’ve been there from the beginning. You attracted the first customers. You created a culture that made them happy. You handpicked team members who believed in that culture. Everything was clicking. Over time, new challenges popped up. You tried to keep the culture alive, but somehow it faded. If only you could get that magic […]

Communication Coach: Live by the calendar to create generous marketing

I was doing some discovery work with a new client, our first meeting together. She said, “Marketing is difficult.” Marketing used to be easy. You could pay for an ad and recoup its cost plus a profit. This was the power of a full-color Yellow Page ad. The more you paid the more you got […]

Communication Coach: 7 must have marketing trust signals

If asked for one marketing tip that can have a big impact on a company’s marketing today, my answer is trust signals. Trust signals are marketing assets that move buyers to action. They include customer reviews, case studies, and other marketing that validates assumptions. Fifty seven percent of all buying decisions happen before buyers contact […]

Communication Coach: The Google tool that will help you dominate local searches

When marketing gets complicated, it pays to get back to fundamentals. For landscaping and lawn care companies, that means customer referrals. Referrals are the gold standard of marketing because they carry with them the strength of trusted relationships. That influence is why they predictably convert prospective buyers into new customers. In my joint survey with […]

Communication Coach: 3 pillars of customer relationships

The landscaping industry has experienced some dazzling changes in the last 20 years, and much of it would have been impossible without the help of technology. Those of us who were early adopters got some easy wins with it. No more. Now technology is a must-have just to stay competitive and squeeze more profit out […]

Communication Coach: 7 website elements to convert visitors into paying customers

The only way a website can do its job is with a design and framework that predictably attracts and converts leads into revenue. Many landscape company websites profile elegant photos and captivating videos because that’s what buyers expect. In fact, for my clients, Google Analytics proves project galleries and case studies are the website pages […]

Communication Coach: How to make content marketing a business practice for your landscape firm

If you are not familiar with content marketing, you should be. Maybe you have an inkling that it’s somehow connected with social media. That’s a good start. Content marketing is a practice, just as accounting is a practice. It’s a practice that helps businesses get results with social media. It’s also bigger than social media. […]

Communication Coach: A tool for getting company culture right

Company culture is a reliable predictor of an organization’s health. If you get company culture right many things will naturally fall into place. In fact, the right culture promises to smooth out several of our industry’s top challenges: Workplace productivity; Employee engagement; and The customer experience. Great company culture is something you know when you […]

Communication Coach: Brand voice is the backbone of your marketing

If your brand were a person, how would you describe its personality to a friend? Does it have a distinctive voice that people will remember? Brand voice is a powerful quality because nowadays marketing is an increasingly human experience. People naturally communicate with human language. And now Google (and other search engines) are using AI […]

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