2/15/24
Topic: The Single Biggest Marketing Mistake & How to Avoid It
Guests: Dan Gordon & Donnie Shelton
In this episode we discuss:
Our sponsors Coalmarch by Workwave and PestSure
PMP Industry Insiders Peer Groups
How most companies in a given marketplace have similar messaging around service, value and pricing
Why lack of differentiation drives up your marketing costs
How pest and lawn require different messaging
The importance of being easy to do business with
Why to avoid brand confusion
Things to think about as you develop your positioning statement
How to approach market research, including using professional firms and AI tools
Resources mentioned:
Donnie's book: "Grow!"
PMP Industry Insiders Episode 24: How to Grow a Lawn Care Company from the Ground Up with Virginia Green's Gil Grattan
Notable: "When you say 'I offer the best service and I offer the best value and I offer competitive prices,' the fact is that 95% of other pest and lawn companies are saying the exact same thing." —Donnie Shelton
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