So, a couple weeks ago, I got one of those card decks in the mail at the office. Well, I don’t think those decks are a worthwhile investment for landscapers and this last deck proves that. I went through the 29 cards and 4 of them, or about 15% of them were for garage floor coatings…….4 of them! If I were one of those 4 companies, I would NOT be happy.
When you market, ladies and gentlemen, you need exclusivity. You need to be the only message there, you need to stand out. So, now everyone who got that deck will do what if they want their garage floor coated? They will call all 4 and try to get the best price and hence, the garage floor coating company has no market differentiation.
When I market, I will only market where I have exclusivity.