Trying negative attention getter?


#1

I am thinking about something like this to go along with a commercial flier. Any changes or suggestions will be appreciated.

Also for you waterfed users. I “almost” sold a job (politics involved) so I impressed the wrong person, but along with highlighting the safety of using a waterfed system I mentioned how boomlifts, can tear up property, and landscape, etc… they were so excited to hear how to avoid that. Evidently it is a concern of many property managers.

I look forward to your thoughts on the flier thing.


#2

i personally would leave the negative stuff away and focus on the positive


#3

Man thats a tough one Chris… Maybe try it out in small doses… and maybe hook up some names on it like you would testimonials.


#4

Uuuummmm. I don’t know. If I saw that somewhere, I would remember the large print (negative stuff) and your company name.

Or at first glance, someone may think its a slam.


#5

I think positive is the way to go.

I’d like to hear what both Paul and Kevin have to say about this…


#6

Thanks so far for the insight. It is a tricky call, I know that those things really are legit concerns in the commercial world especially doctors offices and banks.

When I lived in WV I was eating a sandwich outside of a deli at their sidewalk table. I looked across the street at the Huntington Bank. I seen a group of the gruffest looking guys. Like felons at an iron working plant setting up ladders and buckets. Their buckets were the square cat liter buckets which are cool with me I have used them, especially for packing up neatly in back of vehicle, but they never even bothered taking off the TIDY CAT labels. Picture a bucket in the lobby of a bank with a Tidy cat label on it x 5. Still makes me laugh.

However the negative approach may not be the right avenue. I’ve never tried it before. But some say it works.


#7

I don’t know if flyering is the way to go for commercial clients. Especially property managers. I don’t know if they’d just throw it in the garbage. I think your time would be better spent cold-calling or speaking personally with property managers. Just my two cents though.


#8

i like Mikes suggestion, or put together a sweet detailed proposal just for them, and hand deliver it.


#9

I would hand deliver each “flier” or advertisement. I think Chris’ idea about perhaps having positive testimonials after each Complaint is very wise. Or just go completely with the testimonials. Comparisons & contrasts can be very powerful.


#10

I would dump the flier for this type of prospect


#11

I agree with CFP about dumping the negative. The only prospect that will take notice is the one that has had bad service. It is not wise to talk badly about the competition to customers. It just makes you look bad really. This was a lesson that I learned way back in the storefront business. A local window cleaner stole a bunch of clents from a company he worked for in my area. I thought that (for some odd reason) it would be a great opportunity to seek revenge by slamming this low lifes name when I would bid against him. There was no advantage to this at all. Store managers didnt care what this guy had done. They just wanted clean windows. They looked at me with this confusing stare when I would tell them what this guy was doing. It just made me look desperate to say the least. Concentrate on the positives. They greatly out weigh the negatives thats for sure.


#12

It’s funny, either way- what we are trying to tell a potential customer is we are the best for your job. Best, meaning -better than their other choices.

I’m not a marketing pro. I have a friend who is. He tells me
sad to say, statistically people respond more to pain than pleasure.
I don’t necessarily like it, It’s not a preferable approach.
It’s psychology.

How about this approach.

[B][SIZE=“6”]3 OUTSTANDING BENEFITS [/SIZE][/B]from choosing Clearview Window & Blind Cleaning Services- [B][SIZE=“5”]1.)Customer reward Programs[/SIZE][/B]
[B][SIZE=“5”]2.)100% Customer Satisfaction[/SIZE][/B]
[B][SIZE=“5”] 3.)Nearly 10 Years of repeat customer Service[/SIZE][/B]


#13

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.

Kevin

P.S. I would also recommend keeping references to “other” companies generic, and not blackball any particular one by name.


#14

Good points Kevin. However, our friend here is talking about selling to a property manager not a homeowner.


#15

Ahh…perhaps.

On the phone, we spoke mostly of residential applications of this method.