I actually think that there may be some value in this approach, since fear is a powerful motivator, when leveraged the right way.
I think it has to be presented from the homeowner’s point of view, though, to avoid crossing lines and coming across as desperate or underhanded.
Chris has some clients who have voiced a concern over shady looking window cleaners being in their homes, (we spoke on the phone today) and they’ve switched to his company because of it.
I think it may be worth a shot. It may be a common sentiment.
Perhaps addressed in a “Something no one wants to talk about” approach.
Maybe a postcard with the comments from at least 2 local homeowners, with their exact comments quoted, contrasting their fears and apprehensions they used to have with their “old” WC’s and the refreshing peace of mind and confidence they have in their new company (Chris).
A compelling, well-chosen picture, too, as the anchor for the piece.
Again, this whole message should be from the homeowners point of view, though.
Coupled with a great headline, guarantee, sweet offer, deadline, etc, etc.
P.S. I would also recommend keeping references to “other” companies generic, and not blackball any particular one by name.