Marketing/New Biz

June 23, 2008

New coach has her say

Emily Ogrinz in Montclair, NJ, the new gardening coach mentioned in the previous post, sent me such Cid_2bef426c25af4243b9d0e5b8be808af meaty comments, I'm giving them their own post.  Here are the highlights, with headers added:

WHAT WE TEACH
You mentioned how you bring your pruners to every meeting and teach all your clients how to prune. Thus you are providing on-the-spot training, as well as demonstrating how a little effort can have dramatic results. I think one of the great things about garden coaching is that it is primarily about the sharing of information. I see that there are 3 types of information we can provide for the client: technical or factual information (species, soil and light condition and needs), design principles (plant in odd numbers, create garden rooms, etc.) and technique or skills (how to prune which shrubs when, how to divide perennials, etc.)

OTHER GREAT INFO WE DISTRIBUTE
Another topic we discussed was how useful it can be to bring books and other reading materials with you, such as plant ID books and other gardening books to give people examples of plants to use. I told you how I was very inspired by an article called "Envisioning Your Dream Garden" by Rand B. Lee, in the March/April 2003 issue of Fine Gardening, and already have a stack of copies that I love to share with friends. This article is a guide to brainstorming about your personal vision for your own garden, and supports your concept of giving people permission to do what they like in their gardens. I could see how if you knew specific questions or issues that your clients had that you could provide them with copies of articles on the topic or suggestions for books that they might be interested in reading.

(Emily, I feel the same way about the Renegade Gardener's article "Landscaping 101", which I posted with some other great info on the "Getting Started" page on my website.)

MARKETING
I asked about the idea of giving workshops on gardening locally, such as at a local garden or at a local community organization. I've also noticed that there is a garden coach in California who does workshops, I believe at her local farmer's market. My first client said she could imagine me sitting out at a table at our farmer's market, answering questions and handing out brochures about my services.
(Great ideas!)

INSPIRATION FOR NEW COACHES
I have also found all of the listings on your Worldwide Directory of Garden Coaches to be incredibly informative and inspiring. It's a great source of ideas about what other people are doing that can help you figure out what you can do. It's also inspiring to see so many people all around the country who are reaching out to other people to share their love of gardening.

ON THE GENEROSITY OF GARDENERS
Another thing that struck me in our conversation was when you told me how you like to work with people locally, because it makes it possible both for you to swing by and see their gardens and also so that it is easy for them to come see your garden and get extra plants from you. You are both creating a community of gardeners and also beautifying your own community. There is so much generosity in gardeners, you see it in our desire to find good homes for our offshoots and extra divisions, in groups like Dave's Garden, as well as in the donation of extra produce from the summer vegetable garden to food banks and to neighbors and friends.

EX-ENVIRONMENTAL EDUCATOR PREFERS GARDEN COACHING
I used to be an environmental educator, and I got turned off by the environmental movement because there is so much negativity and hopelessness in it.  Environmental problems seem so overwhelming, how can one person possibly make a difference? I've found that gardening is a positive act I can do for the world, by creating wildlife habitat, growing organic food locally, composting and minimizing the waste stream, and most of all by creating beauty. In my garden I feel like I am a part of the great force of nature, and I can actually see how I am making a difference. When I see my extra plants beautifying my neighbors' gardens, and see my neighbors becoming more engaged with their gardens as they become more beautiful, I sense an outward flow of positive energy into the world. I feel energized and excited by the thought of all these people throughout the country passing on their knowledge and extra plants, and creating beauty. There is an ever expanding networks of gardeners and gardens and it is making the world a more beautiful, more engaged, and more positive place.

(You said it, sister!) Posted by Susan Harris

January 24, 2008

Taking a deep breath...and teaching

As scary as it is for me, I am offering an upcoming series of basic 101 organic gardening classes in the Los Angeles area. I'm one of those people who needs to know everything before I do something, and also thinks that everyone probably knows everything that I already know - so what's there to teach, right?  Time and again, I'm proven wrong on that point, so here I go - teaching what I know.   

For the sake of moral support, tips on not passing out from nervousness, and anything else you can think of, here is the ad I put out there for the world to see: 

Attention all Gardenerds!  Are you a beginning to intermediate level gardener longing for a basic Organic Gardening 101 class?  Maybe you are a veteran gardener who wants to learn organic gardening techniques?  Well, look no further, the Gardenerd Organic Gardening Series is here!

Beginning in February, we will be holding Saturday classes in the Los Angeles area on the following topics:

The Basics 1 - Soil, Soil Amendments and Fertilizers:  Learn how to build great soil using organic materials and mother nature. Know the difference between organic and conventional fertilizers.  Get the scoop on the ecological benefits of organic gardening.   

The Basics 2 - Small Space and Container Gardening. Explore Square Foot Gardening, Bio-Intensive and other methods for making the most of your small space.  Learn tricks and tips for beautiful container gardens.  Discover your options for water-saving irrigation in small spaces.

The Basics 3 - Starting, Transplants and Heirlooms: Starting seeds at home opens a world of possibilities, learn how to nurse plants from seed to seedling.  Know how to pick the best transplants at the nursery.  Discover the benefits of growing with heirloom varieties.

The Basics 4 - Pruning, Tools and Tool Care: Know when to prune, how much to prune and what to prune it with.  Learn how to keep your tools sharp and make them last for a lifetime. 

Sound Interesting? Click here to get on the VIP list for more information and details about class dates, times and cost.  Be sure to let us know what you want to learn the most (especially if you don't see it listed here).

The good news is that people are actually signing up for this.  Wish me luck!

Christy Wilhelmi www.gardenerd.com

October 23, 2007

Guerrilla Marketing

Craigslist Is 3 for 3

by Billy Goodnick

Since this seems to be working, I thought I'd share.

I started posting my services at Craigslist a few months ago and left myself a monthly tickler on my calendar to update the posting. I use the Creative Services category and so far I've had three calls, each of which has generated a paying visit and one has lead to an additional word-of-mouth referral. At least two of the three connections will be long-term projects.

The Craigslist "blurb" starts with a pithy intro...

1) Billy Goodnick has been enhancing Santa Barbara....demystifying ... his philosophy is simple...

[There, I've set the hook, time to start reeling them in!]

2) Services include analysis, design diagrams, construction material selection, plant palettes, custom services for do-it-yourselfers, chimney sweeping (no, not really, just seeing if you're paying attention).

[WOW! Can't resist THAT!]

3) Resume: Billy landscape career spans...

[Ah, but can he fold towels and whistle at the same time?]

4) If they need more information, I have a link to my blog and to my web site.

Just enough to entice people to delve a bit deeper. I don't have a counter at my web site (yet) but will be adding that to figure out how many inquiries I get for how many site visitations.

As for the web site, it looks like a million bucks, but is the result of me spending about four hours using iWeb on my iMac and subscribing to .Mac services for about $100 per year. That gets me web hosting, a photo gallery I can send clients to, back-up storage and a bunch of other stuff. You don't have to have a Mac to use it, but why would you own a PC if you could have a Mac? (just a bit of Mac arrogance).

Hope this helps some. If you want more info, contact me via e-mail at billygoodnick@yahoo.com. To view the full Craigslist blurb, click here and find your way to Services > Creative.

Visit Billy's website at www.billygoodnick.com

October 12, 2007

"Only" experienced in vegetable gardening...

by Billy Goodnick
Yesterday, thanks to a connection to Gardenerd via this great new blog, I passed along some encouraging words to Christy Welhemi (Gardenerd). She was explaining that she'd like to eventually offer garden design services, but for now could "only" offer advice about growing food. My response was "what higher calling is there?"

Then I got to thinking about a fabulous project that a colleague of mine (Owen Dell) has undertaken here in Santa Barbara, CA and how it could grow into a marketing opportunity for coaches. (Owen and I cohost a local TV show called "Garden Wise Guys" about sustainable landscaping. Lots of good info buried in blatant silliness.)

Owen's brainchild is the Neighborhood Foodshare Project, and it's catching on locally. In a nutshell, neighbors within a reasonable walking distance, form a food sharing group for all the produce, eggs, herbs, etc. that they grow, then have a bi-weekly or monthly "mini farmers market" in a member's driveway to distribute they're goods. I accompanied him this weekend and was touched by the fabulous bond and sense of community that came from this gathering. Moms and dads and kids on their bikes bringing everything from end of summer giant zucchinis, to rare fruits, dried figs and prickly pear cactus fruits. Snacks and fresh lemonade abounded and new friendships were popping up. There's a PDF file at his site on how to create a Neighborhood Foodshed.

So what does this have to do with coaching opportunities? Well, I'm figuring that if one of you coaches out there with strong skills in growing food helps to nurture a few foodsheds in your area, you then have a command audience to assist them in expanding their gardening skills while learning even more from the free exchange of knowledge!

I'm tapped. Hope this gets your creative juices flowing.

Visit Billy's website at http://www.billygoodnick.com

October 09, 2007

Coaches can tap into the real estate world...

by Billy Goodnick, blogging at GardenWiseGuy.

I can't yet claim success, but I'm aggressively pursuing using the world of real estate to promote my coaching business. Here in Santa Barbara, CA the real estate market is still pretty lively, but mostly in the stratospheric realm of multimillion dollar homes.

Here's my thinking - there is a service called "staging" where a professional with interior design background takes an empty home that's going on the market and furnishes it to appeal to the targeted profile of potential buyers. It's about setting a mood and helping the buyer's imagination.

But there are very few stagers savvy enough to help create a facelift for the exterior - that's where landscape architects and designers can tap in. I've discussed this with a number of realtors and they indicate that I'm onto something. So, I've joined the local board of realtors as an affiliate member. That lets me market to the other members, attend mixers, receive their e-mail listings, etc. I also had some very slick tri-fold brochures printed up to help with the image and explain my general services.

The strategy is about creating curb appeal from the time the prospective buy stops their car, to coordinating the work of arborists, landscapers and gardeners to make the place presentable, appealing and expand the imagination to make the yard looks like a place you'd like to live.

I'll be tapping into my connections with garden centers to procure temporary fountains and patio furnishings, potted planting arrangements, create great focal point views that sparkle from inside the house, and dressing up the beds with fresh mulch. A few landscapers I've worked with are eager to jump in with me.

A less ambitious service will just include a visit and written recommendations for what the agent or owner can do to put a happier face on the landscape.

The other side of the coin is to develop a strong, trusting relationship with a few agents who will feel comfortable recommending me when a sale closes. My services could include an assessment and orientation for the new owner, especially if they're new to the area and don't know much about gardening in a new locale. I will link them to local services, classes, stores (and seek finders fees). I will also offer sustainability assessments to help them design and manage their new home in the greenest manner. I expect that some will also be seeking design ideas that can lead to a long-term coaching relationship.

I'm kinda running out of steam after taking a local realtor on a tour of a few of my projects this afternoon. She's very excited about using me on a consulting basis to help buyers realize the full potential of their intended purchase.

More to come...nighty night.

Big thanks to Susan Harris for creating this great forum!