Negative Ads are everywhere, but why?
Have you been watching TV recently and noticed more and more negative ads directly attacking competitors? Why is this political advertising norm now so widely used by big businesses?
Apple about Windows 7, Motorola & Verizon about the iPhone, and Chevy about Honda are just a few examples of the negative ads we’ve seen lately. I’m confident that while we’re in the economic state we are, there will be many more.
In today’s conservative marketplace consumers aren’t readily aware of the differences in features and benefits from one product or service to the next-only price. It’s the responsibility of businesses to diligently educate their consumers about their differences. These big businesses have chosen to do this with a commercial that directly highlights the differences of both features and benefits. In most cases, the the competition the commercial’s sponsor is referring to is doing better in the market place simply because of price alone.
As a small business, adhere your differences and take the time to educate your consumers about those differences. This will help you avoid the use of negative ads later in your business’ life cycle. To do this, just answer this question and take pride in your answer, “Why would someone by your widget over your competitors widget?” If you said, “It costs less” then try again. The last thing you want is a pricing war between your competition, because as quoted over and over again in the marketing world:
“There will always be someone willing to go out of business faster than you.”
- I’m not sure who said it first; otherwise, I would recognize him or her.
Thanks for reading and if you need help differentiating we’re happy to help.
We deliver small business marketing strategies, and the first one is FREE.
