Dealers ... now, there's a good example where common assumptions are called into question.
Car dealers - even new car dealers - have several negative stereotypes. One of them is the assumption that they're expensive, and suited only for warranty work on your new car. This, despite decades of "Mr. Goodwrench" advertising.
Contrast this with survey results from Consumers' Union ... where dealers, as a group, did pretty well. Indeed, they did better than every other category, save the "I'm loyal to a specific one-man shop" category.
Now none of us are GM (some are actually turning a profit!), and we can't hope to run an ad campaign of the "Mr Goodwrench" scale .... but we have some of the same issues to deal with.
Does your advertising do anything to set you apart from all the other contractors out there? Or, does your message get lost in the shuffle?
