I heard a radio advertisement the other day that I almost choked on my coffee. Having regained control of my car I had to think of the ads few get my attention like this did. Then I wonder if roofing contractors would be willing to use that method of provocation.

When I say no provocation in the sense I mean sexy, I'm using the definition of "likely to have a strong reaction. I can not say the number of contractors roofing times I have said that we never say anything about the competition or other brands. They say that customers do not like. In some levels of agreement, however, I do not know what is absolutely true.

So what was the announcement that caught my attention? Before I tell you the notice saying that it was a problem that many roofing contractors face – low quality, economic competitors. The announcement was for the Shane Company (you know, your friend in the diamond business). The first phrase was said by his spokesman expressionless. He said something to the effect "Our competitors are so cheap diamonds that look like a piece of frozen saliva.

This is the line that made me turn onto the highway. He went on to add pain really saying that if I had to buy it cheap, cloudy, milky diamonds you and loved that I never gave also be happy with it.

I love that ad. You can begin to think that customers do not like that. After some research that I have to disagree. Let's look at some of the most successful companies and whether or not to use this strategy. Here are some: Apple vs PC — Whopper vs. Big Mac – Verizon vs. AT & T – Ford vs. Chevy. I could go. These companies aloud competition and people love it and answer it. This gives them the opportunity to identify with the company they prefer and helps them to actually buy it.

May this work for roofing Contractor Marketing? If done properly. The announcement of the company Shane does not specifically mention any competitor. What he did was point out an easily identifiable difference between your product and competitors (in a humorous way). He also explained how the customer is likely to sit after you purchased the product of inferior quality and reminded them that is easily avoidable pain and shame for the purchase with them.

These are the principles that could easily be incorporated into the roof of a business marketing materials. Take the time to identify the points of difference between you and your competitors and then not be afraid to speak and advertise those points. But what if I just copy my competitor? That's good, in my next post I will talk a little used fact marketing "If you say it first. You own it." Never sounds so good a client to hear "Oh, yes … we do too." So go ahead, be provocative, their future guests can simply, like him, even if their competitors do not!

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