For better or worse, American businesses everywhere are copy cats. Just look at the junk mail postcards you get, or many websites, or newspaper advertising. And every hold message. Every dentist, chiropractor or radiology center. Every moving company, or sign store. Every auto repair shop, and every cell phone store. The list goes on and on. Look at their advertising and try to compare. Try to tell them apart, and which is the best choice to buy from. You can’t. Because they all say the same thing.
Here’s an example: Plumbing and Heating Contractors. They deal with all the pipes, water, and the “hot water” part of your heating system. Old fashioned Heating Oil companies have joined the party by expanding from fuel into selling and installing the equipment that keeps your home warm.
Look at advertising for Plumbing and Heating companies and you’ll probably be confused. Here’s information directly from the website of one company in my area:
We specialize in:
-General residential and business services
-Commercial construction and mechanical work
-High-end renovation work, according to your architect’s plans or our own design
-Troubleshooting
-Work on a variety of manufacturers’ equipment
-Hot/cold water cross connections
-Recurring heating problems
-Removing violations
That tells you a lot, right? They go on to say: Since 1976, J&L Plumbing and Heating has built a reputation as New York City and suburban New Jersey’s go-to plumbing and heating company. Homeowners, contractors, architects, designers, and engineers alike rely on us for the most dependable service, the highest value, and the utmost professionalism and skill in our trade.
They have ongoing training, apprentices, and master plumbers.
Get the idea? What company in their industry doesn’t say the exact same thing? Or show pictures of sinks, faucets, bathrooms and kitchens on their websites? Don’t they all do emergency repairs? Or accept “all major credit cards”?
Their other advertising does the same thing. Call them and they’ll put you on hold. Their hold messages sound just as generic as their other advertising.
So what can do if you’re in their industry? How about thinking about your customers and their problems? What are they concerned with? Think about your own experience: What about a 90 minute response time for emergencies? Or a service contract that protects against leaks and breakdowns, instead of just fixing them after you’ve had trouble? What about no-charge emergency response if you’re a service contract customer? How about Guaranteed repairs or you get a refund? Everybody says their trucks have spare parts, but what about backing this claim up with a discount if you don’t have the parts they need? Or Free 29 point plumbing check to pinpoint the most common problems that homeowners face? Have you ever been surprised by how much your plumber finally charged you? How about a guaranteed price quote in writing? (That would really be surprising!) Or giving you a free report on how you can save on your heating costs without buying anything extra?
I’m not a plumber or heating contractor. But I’d bet that if I talked with a real pro I could ask him a few questions and pinpoint differences that any consumer could recognize as advantages.
Take a look at your advertising and your website. And your competitor’s. Can you tell the difference? Can your customer? Probably not.