When it comes to sales and marketing in this great industry, we are surrounded by a sea of sameness that is almost sure to confuse any potential client. We’ve seen it happen time and time again when the somewhat blind lead the completely blind down some marketing path sure to end in a waste of money, effort and time. More often than not, one contractor (the big successful one, of course) rolls out a specific ad campaign, sends a postcard or shows up on television at an unusual time slot and suddenly the competition begins playing copycat.
With such a gross lack of differentiation, the potential client feels as if he might as well hire anyone from any company to work in his home. Service companies all look and say the same things with their marketing; no one really stands out.