The other day I saw an commercial on the radio that almost made me jump at my cup. After I took control of my car I had to talk of how little advertisements like this one captured my eye. And it made me think if there would ever be roofing contractors willing to use such a controversial process. Checkout this roofing company marketing noted for more info.
I don’t think in the glamorous way when I say offensive, I use the term “will attract a strong reaction.” I can’t tell you how many times the roofing companies have told me they ‘re never going to do anything about the market or the other products. I tell me clients don’t want that. I believe on certain grounds but I don’t think it’s completely real.
So, what was the ad that captured my eye? Until I inform you the ad I’ll mention it tackles a issue experienced by other roofing contractors-poor standard, inexpensive rivals. The ad was for the company Shane (you remember, in the diamond industry, your friend). The deadpan spokesman delivered the first paragraph. “Our rivals diamonds are so small that they appear like a lump of frozen blood,” he added.
That’s the path I swept down the highway. And he goes on to further increase the pressure by suggesting that if you were to purchase such a small, gloomy, milky diamond you might never ever be content with it and the loved one you gave it too.
I respect television. You may start feeling clients don’t really want that. I have to disagree, after some analysis. Let’s look at some of the more popular businesses and see whether they are utilizing the approach or not. Below are a few: Apple vs Macintosh-Whopper against Big Mac-Sprint vs AT&T-Ford vs Chevrolet. I will only keep moving. Such businesses are crying out to the market and customers enjoy it and are reacting. It offers people the ability to connect with the product they want, which makes people invest into it.
Will that fit for selling the Roofing Contractor? When performed fittingly. There was no specific mention of any competitor in the Shane Company advert. What it does was point out an clearly identifiable discrepancy (humorously) between its company and the rivals. It also explained how the customer would probably feel after purchasing the inferior product and reminded them that shopping with them could easily prevent that pain and embarrassment.
These are principles that could be easily incorporated into marketing materials for a roofing company. Take time to find points of distinction between you and your rivals, and then don’t be shy to think about certain differences and promote them. Yet what if only my rival will duplicate me? That’s okay, I’m going to talk about a little used marketing fact in my next post, “If you first say it, you own it.” To a customer it never sounds as good to hear “Oh yeah …, we do that too.” Yeah, go ahead, be aggressive, the prospective buyers might just like it, even if they don’t!