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Episode 164

2/15/24

Topic: The Single Biggest Marketing Mistake & How to Avoid It

Guests: Dan Gordon & Donnie Shelton



In this episode we discuss:

  • 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:

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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