There’s a work van parked up the street. The sides and back of the van simply read, “Low Cost Electric Work,” plus a phone number.
That strikes me as an odd message to send.
I would think, on the list of decision-making criteria for residential electric work, “low-cost” would be low priority. I’d guess many other factors would be more influential: Depth of experience, referrals from friends, testimonials from satisfied customers, third-party endorsements, and background checks on employees, to name a few.
Convince me that you’ll do good work without burning my house down, and without letting convicted felons into my house. Then we can talk price.
If you’re the guy who owns the van, by advertising “low cost,” you’ll attract low-margin jobs from people who don’t have much to spend. And you’ll need to do much more work than your competitors to drive the same top- and bottom-line results.
What messages does your brand send? How do you know they’re the right ones?
About Matthew Fenton: Matthew founded Three Deuce Branding in 1997 with a simple mission: “To help good people build great brands.” He’s a former CMO who repeatedly led underdog brands to dramatically outpace the market, and now he does the same for the clients he serves. Businesses with revenues of seven to ten figures trust Matthew to help them achieve “brand clarity” through core brand strategy and positioning. Matthew is also a highly-rated speaker. Contact Matthew here. He’s based in Chicago.
Copyright 2009 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.