Does your industry have a reputation problem?
A client in the pest control industry once told me she wanted her website to overcome perceptions of pest control professionals as “plumber’s crack” grunts.
Plumber’s crack? Really?
Know who has a plumber’s crack problem? Plumbers. I’ve never thought of an exterminator as the plumber’s crack type. When there’s a six-foot cockroach in my crawlspace, I don’t really notice the fit of a man’s trousers, but maybe that’s just me.
Many industries have reputation problems. I think all auto mechanics are con men out to screw me with hundreds of dollars in unneeded “repairs.” I think all dentists are sadists. And isn’t “general contractor” just code for “I’m not gonna finish what I start?”
My point is your industry’s reputation precedes you. Some see it as a PR problem. I see it as an opportunity.
Prove yourself a trustworthy mechanic and I’ll be back in 3,000 miles. Make my next tooth exam more comfortable and I’ll see you in six months. Finish my new roof on time and I’ll tell my neighbors.
You don’t overcome perceptions with a brochure. You do it by being different. Listen to how the public perceives your industry, then become the polar opposite. Don’t say you’re the opposite…be the opposite.
If you sweat the details, customers will take notice. Word-of-mouth will work for you. Customers will judge you for how you conduct your business instead of how your peers conduct theirs.
In a world of exposed butt cracks, you’d be surprised what a clean, well-fit uniform will do for business.