Labeling Your Customers

If you've spent time listening to NPR while driving in or around the Fairfield county area, you've probably heard the ads for the dentist who caters to cowards. The first time I heard the ad I winced a little. Don't get me wrong, I'm sure the quality of dental care is fine, but I don't think saying that you cater to cowards is a good way to get new business. I can't imagine drivers thinking—hey I'm a coward, that place is for me! Identifying your business as catering to cowards is essentially the same as calling your customers cowards. Can you imagine if Walmart's tagline was, "We cater to cheapskates"? I think maybe it would be better to emphasize gentle dentistry rather than the shortcomings of your customers.

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