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this week's Marketing
Up Against a Devil
"What do you do when a competitor (or set of them) has
disreputable ethics?" asks a Marketing Minute subscriber.
Your nemesis might be a company that's environmentally
destructive, that uses untrained staff, that promises
results that cannot be delivered in its time frame, or whose
business practices are, in some hard-to-see manner, illegal.
Before swinging out at them head on, which is risky on
several levels, try these three effective marketing tactics:
1. Offer a free report called "Five (or Six or Ten) Things
to Look for When Hiring a ____." In it, describe the
unethical factors and why they are misleading, shoddy,
fraudulent or contrary to some value the reader holds. Do not name names, but end by mentioning that your firm passes all the criteria, and inviting the reader to check you out.
2. Obtain testimonials from former customers of your
competitors, describing the reasons for their disappointment
with the scoundrels and their delight with you. Again, you
don't need to name the miscreants.
3. Highlight your ethics front and center in your marketing
and back that up with as much evidence as you can.
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