Don't Let the Competitor In

I saw something the other day that just really surprised me. I thought people had gotten wise to this but apparently not.

There was a company vehicle with the name, phone etc. Great. But then on the side of the truck was an ad to "see us in the Fiest" which is old (Yellow Book bought Feist a couple of years ago), but that's beside the point.

The point is that why would you tell people to look for your company in the phone book - right next to all your competitors? The idea is to get people to think that your company is the only choice. Letting them get a look at competitors will send your prospective customer shopping around.

The same thing happens with online ads. We often see companies advertise that we can see them on other directory websites, like yellowpages online. The same principle applies.

Keep your prospective customers as a captive audience. Don't refer them to phone books, online directories, magazines or any place your potential customer can find other choices.

You know why your company is the only choice! Keep it that way!