Here’s a virtually sure-fire way to drive potential customers away from your business: arrogance (but not to be confused with ego).
“At ABC Orange Juice, our juice is the best. We use only the ripest Florida oranges, hand selected by specially-trained citrus technicians. The ‘other guys’ grab whatever oranges we don’t take, turn it into concentrate, then add water and artificial flavoring just before you buy it.”
If this were a television ad, you can almost guarantee they’d show the label of “the other guys” orange juice not-so-subtly hidden, so there’d be no mistake as to whom they’re referring.
Don’t involve the audience in your “turf war”.
What if you actually like the “other guy” brand? What if that’s your favorite brand of orange juice?
Then the geniuses at “ABC Orange Juice” just told you (in not so many words), that if you drink the other juice you are an idiot.
Their thinking is (most likely): “why wouldn’t you buy ABC Orange Juice? We just told you in the advertisement how we carefully select each orange. Those other guys turn their juice into some pulp-like mass, cook it in a dumpster fire, then blah blah blah…DRINK OUR JUICE!”
REALITY VS. PERCEPTION
Consumers don’t generally care about turf wars, with a few notable exceptions:
- Mac vs. PC
- Coke vs. Pepsi
- McDonalds vs. Burger King
THE MOST IMPORTANT THING YOU CAN DO
Focus on what makes your business different. Highlight the reasons that the audience should come to you, and only you.
The trick is: it must be done in a way so your business doesn’t appear to be pounding their own chest and swatting at planes while atop the Empire State Building.
Free video tips from me on how to do this effective can be found here.
When you draw attention to your competition, you diminish your own worth in the mind of the consumer. Then your advertisement message must work twice as hard (if not more) to engender trust in the audience’s mind.