I don't watch much TV, but lately I've been noticing a lot of ads on the tube where companies call out their competition. And I have to tell you, it's just one of those things that gets all stuck in my craw. So I have to ask: Why?
Why would you spend your ad dollars talking about your competition? Calling out their features and benefits? Even mentioning their name for cryin' out loud?
Not only are you giving people an alternative to your product or service, you're telling them that you're AFRAID. And it looks like you're so much afraid of your competition that you are going on the defensive and attacking them. Wasting energy. Time. And a whole bunch of money.
When the little guy attacks the big guy, it tells me that the big guy must be kickin' your ass .... and for a good reason. And when the big guy attacks the little guy, it tells me that they must be eating into your share of the pie for a reason, so I should check them out.
Look, people are savvy. They shop around. Compare on their own. And, above all, ask their friends what they think. So before you go throwing your marketing dollars away talking trash about your competition, consider the chance that it will probably do more harm than good.
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