“Making it right” letter for a regional landscaper

This letter was written for a landscaper in the Stateline region who needed to make things right with some customers whose lawns had been damaged. Since the issue was between them and their customers, I’ve “filed the serial numbers” off this one.

Dear Valued Customer,

We wanted to write and apologize for the damage to your lawn, let you know how it happened and how we’ll make it right.

We had experienced some minor incidents of vandalism at our facility. Recently, these vandals added extra chemicals to a pre-mixed tank which had been put away overnight. Not knowing the mix was far too strong, our licensed applicator sprayed it as usual, and…well, you know the rest. We’ve taken steps to make sure it won’t happen again.

You’ll find a refund check enclosed, but your lawn is an important part of your home and we’re committed to making it beautiful. We won’t be happy until your lawn is lush and green again.

However, this will require some patience on your part.

To restore your lawn, we’ll need to reseed with new grass. Summer is about to begin, and summer is definitely NOT the time for reseeding. Heat and humidity can cause a great deal of damage to grass seedlings, causing disease, root damage or death. To ensure your new lawn starts healthy and stays healthy we need to wait until September, when we can count on the temperature being below 80 degrees in the day and 65 degrees at night most of the time.

At that point, we’ll do whatever it takes to give you a quality lawn which is the same as or better than the one you had before this unfortunate incident. This is our promise to you, and we hope we’ll be able to provide you the best lawn care available for years to come.

If you have any questions, please don’t hesitate to call.


Joe Landscaper


Welcoming new clients and a monument update

I’m pleased to announce that I’ll be working with V2 Marketing Communications and that I’ve been tapped to handle marketing and media for Faith Center Freeport. Look for a number of changes (and increased activity) on FCF’s website; we’re spreading the word in Judea, Samaria and to the four corners of the Earth!

Also, the private sector effort to save the County Monument now has a steering committee and web designer Ivy Schexnayder is on it. We’ll be rolling out a website in the near future for them to approve.

Malachi Dads: Building homes on the solid rock

I was privileged to be part of the Malachi Dads graduation ceremony last week at the Stephenson County Jail with  Mike Sowell, Ed Ruddy, Dean Schroeder and Todd Welch. 

Chaplain Sowell invited me to speak and I made some brief remarks on Matthew 7:24-27, but I have to say Chief Deputy Welch’s off-the-cuff remarks were better than my prepared ones.

Congratulations to the guys who graduated; keep your houses on that solid rock!

For full details on the program, see the press release I wrote for the event and the article by the Journal-Standard’s Travis Morse:

Malachi Dads press release

AI and Ivy’s Web Design sign on to monument fundraising effort

I’m honored to announce that Accurate Impressions will be providing all the copy for the website of the Adopt-A-Soldier program, an effort to raise the approximately $145,000 needed to restore the Stephenson County Soldiers’ Monument. As things progress, AI will be working on other written materials for the effort, including their Facebook page.

Ivy Schexnayder of Ivy’s Web Design will be designing the site, and the initial work I’ve seen is just plain gorgeous.

Stay tuned for further updates…and don’t forget to visit the Facebook page for the monument fundraising drive.

Does Consultative Selling Work?

An interesting take on business-to-business selling, but to some extent it applies to consume marketing as well.  Here, Inc’s Geoffrey James says that when you sell, you’re basically auditioning to manage a part of your customer’s operation. How’s your audition? If you need help making it better and giving your customers that solid “We need to hire this person” feeling, give me a call.

Why Consultative Selling Doesn’t Work
Forget becoming a trusted adviser. Customers want a manager not a consultant.

Southwest’s New Ad Brings Up Some Questions

Interesting to see Southwest going in a very new direction with their advertising, and the opening shot is pure beauty, because it looks great and establishes the brand right out of the gate. This ad has been (rightly) described as the sort of thing one of the big legacy carriers like American would put forth. It could almost be from a different planet than my favorite series of Southwest spots, the “Must Be Football Season” campaign. You can tell from the first moment that there will not be anyone brained with a thrown pineapple during this campaign.

But if you read what management said to the New York Times, they believe they need a new focus because they have become the largest domestic carrier in the U.S. and because the previous ads were “one-dimensional.”

Some questions about your business: Has growth or some other change altered your status in your field? Is a new approach needed or even just desired because of that? Has your marketing been one-dimensional? Or have you had the opposite problem and you’ve been sending your audience multiple messages? Could you use some focus or polish?

Give me a call and let’s see what we can do together to make things happen for your business or organization.


Christopher Clukey
Accurate Impressions
128 N. Bailey Avenue
Freeport, IL 61032
(815) 232-2120