If You’re Cheap, Please Don’t Advertise It Like This
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Even when I stop for gas, I sometimes find a marketing lesson.
A couple of days ago, I saw this piece of fantastic marketing stopped a few gas pumps away.
I edited out the phone number so that the innocent victims won’t be harmed … any more than my opinion will hurt anyone, which couldn’t be much, since I didn’t pay much for it.
The photo above seems innocent enough, marketing wise, but wait til you see the next piece-o-work:
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Why ? Why do you do it all for hardly nothing at all ?
Why ? Why is your marketing mantra -” We’re the cheapest and least profitable people out there, so don’t expect much from us. ”
Why ? Why would you even bother, if this is all you got ?
Would you hire the blatantly cheapest service provider out there ?
Do you want the cheapest eye doctor ? The cheapest surgeon ? The cheapest oncologist ?
I don’t. I want the best, not the cheapest.
Try this one: Quality Painting - We do it better than anyone.
Or this: Above & Beyond Painting - We exceed your expectations !
Or even: The Best Damn Painters In Town - Need We Say More ?
Feel free to use those with no royalties. My garage does need a coat of paint though. Hmmm…..
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30 Responses to “If You’re Cheap, Please Don’t Advertise It Like This”
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I have you and Seth Godin in the same folder of my RSS reader.
I thought this was a Seth post until I double checked.
Nice.
Where do I send the slush money for that compliment BC ?
That’s the nicest thang anyone’s said about me this, uh, well…er, … year ?
I’ll bet I don’t get 100 other people re-blogging and Trackbackin’ my post like the mighty Seth does. Wanna bet ?
Mike, I couldn’t agree more with your premise. If people would just stop and think about the last time they have EVER purchased the cheapest service and got something good. Especially from a crew of guys swinging around ladders in your home and slushing around gallons of paint. My challenge to anyone is to try the cheapest service you can find and report back on what you get. Good Job Buddy!
Joe Crisara
http://www.contractorselling.com
Do you think they painted those blobs of paint on the van too?
They must be showing everyone a sample of their budget work.
Aaron
Hey Joe, Thanks for dropping by !
I do look for value, but not for the lowest price. Think about it: You need tires for your wife’s vehicle, the one she uses to haul the kids to soccer. Would you want the cheapest tires you could find ? Me neither.
Hey Aaron - Thanks for stopping in. I’ll be checking out your blog and I appreciate the comment. Come back soon. Like tomorrow !
I couldn’t agree more. Being cheap isn’t exactly a selling point. Especially in a service like painting, where you have to live with the job they do for quite some time.
Frankly, if I want it done cheap, I’ll do it myself.
If I want it done RIGHT, I’ll pay what I have to.
Thanks for jumping in Jason.
You said exactly what I was thinking.
Come back soon.
I have to agree 100%. It’s to bad there are too many companies out there with this mentality. They think that cheap is good and everyone will come to them because they are cheap. Like you, I want the best, not the cheapest. Sometimes simply advertising a higher price will get you more business as the lower the price people equate that will lower quality work. When they see a big price tag they think “oohh, must be top notch” even if it’s not.
I’d hate to see the money these guys could make from some quality advertising and a little restoration of image.
Great post, Mike.
I was also taken aback by “Hardly nothing…” Shouldn’t it be “hardly anything”? It seems that tradesmen are always horrible at spelling and grammar–including signmakers.
My favorite alternative:
“You get what you pay for.”
Hey Deron,
Thanks for the comment and I obviously agree 100%.
They’d probably just waste the money they could make if they were focused on quality, instead of the lowest price.
Hi Seth,
Thanks for stopping by and for taking time to comment.
Your alternative tagline would be much better for them … if they were capable of proper marketing.
That is a great post! Competing on price is probably not going to get that individual the type of clients that are fun to deal with either. I like your suggestions much better!
Thanks Jamey. We appreciate you stopping by and taking time to comment.
Oh it’s not over yet. There will be people selling painting services on Ebay soon for less than this guy!
“Try us! We Don’t Cost Nuthin’ At All!”
Just one thought: it could actually be advantageous to advertise dirt cheap and lower quality painting. Real estate investors pride themselves on rehabbing properties for nothing, and knowing that they will have to repaint often, will sometimes request less than perfect work in exchange for price.
But overall, i like your thought. Nice!
I think a rewording of their ad is inorder. It needs to be something in the line of ‘the best job at the best price.’ Having a low price is great, but you need to mention that you do a great job. You’d be surprised how many people try to squeeze blood out of those pennies.
@ Jack - That’s too funny and probably true !
@ Brian - As long as it isn’t my property, they can do what they want and yes, there will always be people who want something for less than nothing.
They usually are misrable people to work with, be around or even know, because that low price is their whole life.
On the other hand, I know if I spend the money necessary for quality, the Universe will repay me for my actions.
I don’t worry about cost, as I know I can make more anytime I want, all I have to do is take action.
@ Shawn - Thanks for jumpin’ in there and you’re right on target.
Having operated in a competitive marketplace for the last 14 years, i could tell you from experience that price alone does not sell jobs. It is part of the equation for sure, but long term relationships are built on more.
First off, i am not sure why any sane business person would want to only deal with clients who shop only price. There will always be someone else wiling to try the job for less.
Secondly, why on earth would any buyer/consumer in this scenario not first call the painter who advertises “top quality, great service, competitive pricing” and give him last kick at the can?
I know that’s what i would do.
As a side note, i just finished reading the Seth Godin book “The Dip” and thought as well that this post could have been his.
nice job.
I couldn’t agree less.
Never heard of special offers? Or pay two and get three?
I talk as a customer. And I think the price is absolutely important for me.
So important that I buy things I was not supposed, I didn’t intend to buy, I do not need, I actually do not even like too much, but I cannot resist a good bargain.
Why not painting your house from top to bottom, giving it a fresh new look if the price is absolutely so inviting as to be “almost close to nothing”.
And if the job is not perfectly done…who really cares?
A freshly painted room is much better than a dirty looking one.
And if you cannot afford a perfect job, a far from perfect is ALWAYS better than nothing…
Patrizia
The “superficial, close to imperfection” lover.
I personally hate perfection, and love to be as I am, just human…
Thanks Jamie - I appreciate the comment and the kudos.
As for you Patricia - you need to quit posting so many sponsored posts, quit using other peoples posts as the basis for your posts, without giving any attribution and/or links and figure out what the heck your blog is really about.
I hope it’s not for posting sponsored posts 3 times a week, but that looks to be the average so far.
Just today, you stole a few paragraphs from Copyblogger and me, and possibly more. You have stolen or borrowed content on one post, 3 sponsored and one original.
Not a good average or business model.
And as for the comment, there’s no special offer listed on the van, it’s not a two-fer and you have no idea as to what the hell you’re talking about.
Come back soon ! NOT !
I have never read anything so ignorant.
Hey Jamie - I’m hoping you’re referring to her idiotic diatribe and not my response
If so, you’re right on target … again.
I am really kind of surprised of how my few words could get so much consternation.
First: how do you know that a cheap job is a bad job?
Sometimes I spent a huge amount of money and got a very lousy job done.
Value is not price, that is what most do not understand.
So many times the winning product on the market IS NOT the best, but the BEST ADVERTIZED.
That happens because people very often do not understand value, but understand very well the price.
Yes, the cheapest is not certainly among the best, but very often also the most expensive…
As for painting, I usually do the job myself and it is better done than by a professional.
Me and my husband even make frescoes on our house walls, (if you want you can see the pictures on my blog).
Yes I copy Michelangelo’s frescoes, because I find them absolutely stunning.
It is much better a great copy than a shabby original.
And if you are not good either you do nothing or learn how to copy.
My blog is what it is, nobody is actually obliged to read or toe comment.
I write what I like and what I feel like.
If you carefully read is : Voip, myself, life.
And I think I am up to ALL what I promise.
I am not a good writer and I am Italian. I always lived in Italy and I think my English is absolutely great, for somebody who is Italian.
I invite Whoever has something to say to write a blog in Italian.
Patrizia
Thanks for that wonderful explanation Patrizia.
Whether you write in Italian, English or Martian, you still didn’t give any attibution or link back to the content you “borrowed”.
And whether you wrote in Italian or English, you still only wrote one original post out of five.
Enjoy your life as a copy machine.
Maybe you should change you name to Xerox.
You simply delude me.
You have the chance out of many comments to find somebody who likes to discuss and find new points of view and the only comment is accusing back of not having original content.
Yes, you are right, I didn’t invent VoIP, nevertheless I have the gut to write about it.
The same for IPTV.
But what about life and death?
I know I am not so original either.
When I write that men fear death, I do not think I discover the hot water.
But then, how many are so original as to write things nobody wrote before?
Yesterday I read somewhere, sorry I cannot put the link because I do not remember where, “the people who lived before me stole some of my ideas…”
I like that, because it is true.
Learning is reading and copying.
We never start from the beginning, but where the ones before us finished.
We all learn by copying, some of us are so good to go on, some others stop where they begin.
But that is life.
The intelligents are intelligent because the stupids exist.
If we were all the same, then they would just be normal people.
With no polemic, believe me, just for the pleasure of discussing…
Patrizia
PS I am awaiting moderation….
Hi Patrizia,
I have no intention of moderating you or your comments.
Your opinion is freely displayed here.
One of the problems is that you have no idea as to the “rules” of the game you’re playing. It’s called plagarism. If you borrow a series of sentences, without giving credit to the originator, it’s not right, it’s not fair, it’s wrong.
You don’t get to change the “rules” just because you think you’re a free spirit who loves to live the love of life that you’re living to love, to put it into words like you’d use.
Please play by the rules of common sense, good judgement and fair play or take your toys and go home … or away, which is what I’d prefer.
Peace.
Hi,
Nice comments on the marketing message.
I have seen another marketing trick: Sex Sells.
I took a picture at the parking of a home depot of this van.
Guess what they are selling: http://www.thenextcorner.com/2007/05/wat_verkopen_de.html
Sorry blog is in Dutch, but pictures speak a thousand words
Thanks Dennis.
They look like they’re using “technical details” to sell their home improvement products
Thanks for adding to our conversation and come back soon.
I think Jason’s comment could be made into a nice little tag-line:
“If you want it done cheap, do it yourself.
If you want it done right, call 555-1212″
Seeing that on a plumber’s van would have me hollering, “Amen, preach it, brother!” (Based on my personal, and humbling, experience.)
Also, I feel like I’m taking my life in my hands (grin), but I’ll partially agree with P — lowest price doesn’t necessarily mean lowest quality, and there is a portion of the market that looks at price first and foremost.
That said, if you live by price, you die by price — it’s just too easy for someone to come along and undercut you and then your “cheapo market” swings toward that person/company.
Jay Jennings
Thanks Jay and it’s okay to agree with Patrizia, as long as you have a “but” afterwards.
Your tagline is the best yet.
Thanks for stopping by and for commenting.