by Dr Greg Chapman
There are stereotypes in every sector that really annoy people in their marketplace. For tradies, it’s not turning up on time, for telco’s it’s their call centre ‘customer service’ and for used car dealers it’s high pressure salespeople. Some of these stereotypes may be unfair to the majority of businesses in the sector, but it also creates an opportunity.
One ‘popular’ sector everyone likes to bash is the banks. Even though this is a US ad, it seems the proliferation of fees with banks is universal.
This ad is clever because it takes possibly the most annoying habit of banks, adding fees to everything, and mocks the competitors for doing so, and of course offers a solution with their products. (This is one of a series of ads.)
By calling out the largest negative stereotype in your sector, and showing that you are different is a great way to win new business.
What is the biggest annoyance in your sector, and how can you show that you’re different?
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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