Roresishms

A Virtual World of Live Pictures.

One of my favorite marketing pitches comes from a plumber who makes a bold promise: “Our plumbers will smell good and be there on time or I’ll pay you!”

The line is as fun as it is accurate, and it appeals to a basic human fear: that a determined plumber will show up with dirty, smelly appeal two hours after the designated appointment time.

He goes on to say that some plumbers “speak rude,” “smell like goats,” “leave their house in a mess” and “charge an arm and a leg.”

While you may be chuckling at the reference to the smelly goat, you may also nod your head in feverish agreement.

This guy is a smart marketer. By appealing to what customers don’t like about plumbers, he goes straight to the jugular, admitting to prospects that his industry is plagued with poor (though sometimes deserved) stereotypes and a less-than-stellar reputation.

Then it tells you exactly why it’s different, and wraps it all in a pretty bow: the guarantee of punctuality.

Point? Addressing what customers don’t like can be an effective way to market your message.

That is how:

  • Convey the issues, concerns, and fears that your audience may harbor about your profession or industry.
  • Recognize stereotypes
  • Be direct and direct; avoid a defensive tone
  • A little humor goes a long way!
  • Clearly communicate how you differ
  • Offer a guarantee (Examples: this plumber offers sweet smelling workers who arrive on time; Domino’s guarantees a 30 minute turnaround time)

I was curious to compare this plumber’s message with what some of his competitors were saying. (Note: All bugs were left intact!)

ABC PLUMBERS: When you need a plumber, you deserve the BEST! We are Licensed Plumbers. That’s why you’ll always be glad you called ABC Plumber! All of our plumbers are highly trained professionals. We offer a wide range of expert plumbing and drainage services, and we strive to handle each job as quickly and reliably as possible.

PLUMBERS XYZ: Plumbers XYZ offers a high quality service. If you need quality plumbing services, reliable work, and affordable rates, give us a call today. We look forward to being of service.

PQR PLUMBERS: For over 30 years, PQR plumbers and their trusted staff have been determined to serve the residential and commercial plumbing, heating, cooling and construction needs of their valued customers.

All of these messages start to sound the same and aren’t nearly as compelling or catchy as the “stinky goat” guy. Which plumber would you choose?

PS Please note: I’m not messing with plumbers! I LOVE my plumber, he is as cool and dependable as he sounds. I loved the marketing approach of this particular plumber; His touch could be used by any number of industries that are haunted by unflattering stereotypes.

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