What's your competitive advantage?

If you’ve found the painting contracting business to be extremely competitive, you’re not alone...

Many contractors feel it’s impossible to obtain high profit margins because a bunch of low priced competitors will come behind them and undercut their bid, everytime. And this is usually true if you don’t have the right strategies and marketing tools working for you.

But most are surprised to find out how easy it really is to get as many customers as you want, while charging prices higher than competitors, by using strong direct response marketing to pre-sell customers on wanting to hire you and only you. This all starts with a unique competitive advantage.

What is your competitive advantage?

If you don’t know, or don’t have one, you’re among the majority of painting contracting businesses who struggle against stiff competition. Having a marketable competitive advantage helps to differentiate you (in the mind of consumers) from your many competitors.

If you do have a competitive advantage but aren’t using it in all your marketing and advertising, it’s the same as not having one at all.

When determining your unique competitive advantage, consider how you can add extra value, offer better service, get jobs done faster or offer something of value to your customers for free.

Also ask yourself these three questions to better qualify your choice:

1. Will my ideal customers see this as an advantage to them?

2. Is my competitive advantage different from my competitor’s?

3. Will my customers truly benefit from this advantage?

When you can honestly answer yes to all three of these questions, you have a winning competitive advantage.

Once you’ve found your winning advantage, make it the focal point of all your marketing and advertising. Plaster it on the sides of all your company vehicles... print it on your business card and brochures... make sure your employees can recite it in their sleep... be relentless in its use... be so proud of it you're willing to tell it to everyone you know.

This could very well be one of the single best investments you’ll make in your business, since a compelling competitive advantage can help elevate your business far above your closest competitor.

“…investments in competitive advantages are frequently the wisest investments a business can make.” – Jay Conrad Levinson, the father of Guerrilla Marketing

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