Is Attacking Your Competitors the Best Way to Win Customers?

Patrick Antinozzi

attacking competitors

It's no secret that the wireless industry is more competitive than ever. For the first time in history, more people are accessing the internet via their mobile devices instead of their desktops.

And that growth is only going to explode even further as more of our devices become connected to each other via the Internet of Things.

Wireless carriers recognize that if they can earn you as a customer now, there's a solid chance they will have you for years to come. Especially as they look to expand their business into other related markets, such as digital content and smart home connectivity.

So, needless to say, they want you bad.

But are they going about it the right way?

Let's take a look at a few commercials from the largest wireless carriers in America. See if you can spot a common theme here.

By the way, all of these commercials were aired in the past month.

Verizon

Sprint

T-Mobile

MetroPCS

Did you catch it?

Every single one of these commercials spent more time dissing their competitors instead of talking about what makes them great.

The toxicity of negativity

attacking competitors

America just went through the most brutal, toxic and divided election in the history of the nation. One that ended with a result that shocked the world, and has left it more divided than ever before.

Our society as a whole is exhausted. The constant yelling, bickering, fighting, and nitpicking has worn us down.

People don't want to hear more of it. They need positive, up-building, encouraging speech.

As a business, why not incorporate that into your marketing?

Tearing your competitors down will come across as petty and vindictive. And really, who would believe it anyway? All of the commercials above sound exactly the same, just with different brand names inserted.

Consumers are smarter than that these days. They know brands want them as a customer, and will say pretty much anything to get their wallet.

Create a positive and memorable reaction for your customer

attacking competitors

Our most memorable moments are tied to emotions, both good and bad. So, if you want your customers to remember you in a positive way, be positive.

Instead of pointing out your competitors flaws, try these tactics in your marketing instead:

  • Talk about what makes you great. What stand out features does your product or service have? What makes you unique?
  • Use humor. Be funny, even self-detrimental if the moment calls for it.
  • Be transparent. Showing the personal side of your company makes you more approachable, even likable. And don't forget to be honest. Your customers will see through your marketing lingo.
  • Offer real value. If you're having a hard time differentiating yourself from your competitors, create value in places they've ignored.
  • Share stories. Have your beloved customers talk about why they love you so much. Nothing is more powerful than glowing testimonials from real customers.

Resist the urge to tear down your competition, even if you are right.

If your competition decides to go on the aggressive and dis you left and right, take the high road. Don't retaliate. Eventually, your efforts will pay off as people start to view your competitors as bullies.

It's a harsh world out there. Make your business a sanctuary of positive energy for your customers, and they'll keep coming back for life.

About the Author

Patrick Antinozzi

Patrick is our Content Specialist / Brand Ambassador / Internet Geek. He's got his finger on the pulse of business and retail trends, and loves writing in various corners of the internet. When he's not doing that, you'll find him traveling the world, playing hockey, or ranting about the Montreal Canadiens.

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