Most companies view marketing as a competitive sport, and gear their ads, brochures, and websites to convince prospects that they're the best choice in a sea of competitors. Differentiation, innovation, and uniqueness are viewed as the key to marketing and advertising success. And rightfully so.
Yet in many cases, your true competitors are actually NOT other companies at all. Instead, the real marketing challenge is to convince prospects that they need what you're selling in the first place… or in the case of window washing, to overcome their pre-conceived objections that are keeping them from buying your product or service from anyone.
Look at the window washing flyers below. The first flyer extols all the wonderful advantages of doing business with this particular company instead of their competitors will likely fall on deaf ears. That's because very few people who are looking at a window washing ad (hanging on their front door, in a magazine ad, a letter or postcard in their mailbox, etc.) are even considering hiring a window washer right now. Advantages relative to other competitors are irrelevant.
The fact is, very few people have ever said to themselves, "man, we sure got taken advantage of by that last window washing company we used. If only we knew how to choose the right company." Now that might be true for auto repair, remodeling or moving companies… but not for window washing. Ask the owner of a window washing company what percentage of people actually hire window washing companies versus just letting them stay dirty or doing it themselves, and they will tell you it's around 2% to 3%.
The more important question then is: why would people NOT hire a window washing company? The main reason (as you might expect), is they think it simply costs a lot of money to have the service performed. So what do you think might happen if these window washing owners actually innovated their business in the area of pricing?
How about putting customers on an easy payment plan where the window washer comes out and washes the customer's windows 4 times per year but breaks the payments into 12 easy equal monthly payments? The resulting headline (see second ad below) hits this objection on the head.
See how this works so much better?
I know it might not sound like a big deal to you, but if you're trying to convince people that you're better than your competitors when they've already decided they don't want to buy from any of you, then you're going to lose.
If you want to cut the line of success, I invite you to take a Test Drive to our eLearning System.
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So go to MenofAbundance.com/MDP right now. I will see you there.
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