The company that takes care of my lawn has a sign on the doors of the truck in big bold letters: Free Estimates
1. Lawn care in this city is a high commodity business. I live in a neighborhood where there are 160 houses with about 80 “lawn care companies” doing business.
2. The statement of "free estimates" being big and bold is like a restaurant offering free salt and pepper!
3. Imagine if he had a statement that says, "If your lawn could look better, fire us!" or "If you don't love us, fire us!"
Something that demands attention and stands out is rare, as that business is a high commodity where I live. What are you selling that has no difference or no dramatic difference?