A recent shopping trip through a typical shopping center revealed numerous shoe stores plus shoe departments in all of the "anchor" stores. Then there are the countless on line sellers.
Obviously, competition makes business.
Even with all of this fierce competition in the shoe industry, their marketing people realize that they shouldn't snipe at one another where the consumer can read or see it.
When is the last time you saw a shoe company advertise that a competitive Brand X made feet hurt? Or that Brand Y shoes cause feet to perspire and have an odor? Or how about that Brand Z can cause corns or other foot problems?
The carpet cleaning industry does not follow this thinking about their competition. Ads are often negative which confuses the consumer. If they see or hear consistently conflicting ads about what is good or bad for them; does this make them think twice about even having their carpets or upholstery cleaned?
Technical jargon and/or exaggerated claims of results further confuse and complicate their thinking.
Keep your advertising positive. Stress what your Company can do for the consumer. Talk about years in business, training and other positive aspects.
An anonymous quote warns, "There is less to fear from outside competition than from inside inefficiency, discourtesy and bad service".
Related carpet cleaning business information on the Bane-Clene® web site:
- The ABC's of Advertising
- Advertising. . . the Essential Element in the Carpet Cleaning Business
- Bane-Clene® Course to Success Certification Class
- Carpet Cleaning the Bane-Clene® Way®
- My Competitors
- Twenty Steps to Success in the Carpet Cleaning Business
- Upholstery Cleaning, Care and Protection
Please read the latest issue of The Clene-Times® at www.baneclene.com/clenetimes.html.
Thank you for reading Bane's Blog®.
The Bane-Clene® Team
