Hard Knocks How to give the competition a few kicks--and still come off looking like the good guy

Should I go negative?" That's the question that mightoccasionally buzz around in your head as you wonder about taking awhack at your major competitor in your advertising. You've gotthe proverbial little red devil on one shoulder urging you to"Go ahead, do it!" and the little white angel on theother side cautioning against it.

This kind of thinking happens when you're convinced yourproduct or service is superior to your competitor's, or equalto theirs but less costly, yet is not as successful. You figurethat using your ads to point out their negatives compared to yourpositives could turn some heads and bring more customers in thedoor.

I say, go for it . . . not specifically as a devil or angel, butmore as a devilish angel. By that I mean no bare knuckles, brassknuckles or knees to the groin like some of the political ads inlast year's campaigns.

Rather, give your rival a little kick in the shins with a smileon your face that still makes the point. The purpose is to convincethe public that it's somehow getting shafted by yourcompetitors and that your outfit has the real deal.

That's my message to Charles Wittish, a New York CityBIZ Experiences and founder of Direct Casket. Just as thegoosebump-inducing name implies, Direct Casket will sell you adirect-from-the-manufacturer casket instead of your having to paythe expected markup when buying through a funeral home. Thedifference in price is substantial, says Wittish. A casket that thefuneral home normally sells at "retail" for $2,000 can bepurchased from Direct Casket for $800 to $900. And if youpre-plan--which means placing your order before the need arises andhaving your casket stored free of charge by the company--you cansave even more.

So how should Wittish portray the funeral home industry and takeit on in his advertising? I'd paint it as the big, bad Goliaththat would like to do in a righteous little outfit like DirectCasket.

David vs. Goliath

It would be fair to say that the funeral home industry has beenthe occasional subject of scrutiny over the last two decades,particularly in the pricing policies of some of its practitionersand because of a reputation for exploiting the bereaved when theyare most vulnerable to a sales pitch for high-ticket services.

It must also be said that the lucrativeness of this business hasalways been acknowledged, a fact that no doubt gave rise to the oldsaying "There's no such thing as a poor undertaker."So the industry is an especially easy target for a casket maker whocomes along with a big-savings story and an aggressivedirect-to-the-public campaign. Moreover, you can bet such a gambitis going to draw a whole heap of attention, not to mention ire,from the funeral home industry.

Given this scenario, Wittish has pieced together a prettyhard-hitting direct-response-oriented ad, with an eye-openingtelephone number as the headline (1-800-77-CASKET) that wouldsurely grab a reader's attention.

My only concern is that it treats the subject--caskets--a littletoo much as if they're a commodity we're all comfortablewith, like a mattress and box spring. But this is the slumber noneof us looks forward to, so I think we're all rather squeamishabout the word. That's why being hit between the eyes with thatphone number at the top of an ad may be a little off-putting formost people.

My suggestion is to change the personality of the ad to get thereader to take sides with Direct Casket, and then ask for theorder. So I recommend a punningly negative headline that reads"Why Funeral Homes Want to Bury Us." Then a big subheadwould say "With Direct Casket, you pay a full 50 to 70 percentless than what funeral homes charge for caskets." This isfollowed by body copy that starts out "While none of us likesto think about the inevitable, when that time does arrive for youor a loved one, it's nice to know that family members won'thave to endure high-pressure sales tactics or higher-than-necessaryprices." The copy then reads much the same way as the originalad. You'll notice, too, that I've softened the retail lookof the ad to make the subject matter more palatable. Theseadditions should enhance the appeal of the ad and the reader'scomfort level with the subject.

Charting Your Advantages

Let's say you don't have the stomach for blatantnegativity, yet you still want to somehow duke it out with yourcompetitor because you feel you'll come out ahead in theprospect's mind. In that case, a comparison chart is a greatway to go. By that I mean an "us" vs. "them"chart in which you show how each of you compares in a number ofcategories important to your prospects. I don't know about you,but as a consumer, I'm always drawn to such charts becausethey're a quick way to cut to the chase, get the relevantfacts, make a fast comparison, and get justification for yourbuying decision.

Setting up such a chart is easy, and you can probably visualizeit because you've seen it a million times. Start by creatingthree vertical columns side by side. Down the first column, listthe areas of comparison you want to contrast (for example, price,material, length of guarantee and so on). Then, to the right ofeach category, in columns two and three, make the comparisons for"us" and "them," being sure to put your nameabove column two and theirs above column three. If you offer anumber of benefits that your rival doesn't (say, free pickupand delivery, 24-hour ordering or 30-day terms), the fasBODY way tocommunicate that difference is with yes and no answers, but otherone- or two-word descriptions will work as well.

Obviously, you want to compare those areas in which you come outahead. But equally powerful can be a chart that shows how both ofyou are equal in the benefits you offer, yet when it comes down toprice, your item costs 40 percent less. In that case, you may wantto boldface and capitalize the price information on the chart.

A comparison chart can be used as a sidebar within an ad or asthe main emphasis with a headline that invites the reader to"Compare How Williams' Rubber Baby Buggy Bumpers BeatFisher's Rubber Baby Buggy Bumpers In 5 Critical Ways."Another way to dramatize such comparisons is to offer them as thefocus of a lead-generating free report that prospects can order bycalling your toll-free number.

However you decide to take on your rivals, keep one thing inmind: It needs to be a legitimate and credible comparison thatengenders positive feelings about your company, rather than theperception that you are gratuitously bashing a competitor who'soutsmarting and outmarketing you.

Contact Sources

Direct Caskets, 14531 Hamlin St., Van Nuys, CA 91411,(800) 77-CASKET, (818) 374-5861.

Jerry Fisher is a freelance advertising copywriter. Ifyou'd like him to consider your materials for a makeover, sendthem to the address below. For information on his new manual,Creating Successful Small Business Advertising, send aself-addressed, stamped envelope to "AdvertisingWorkshop," BIZ Experiences, 2392 Morse Ave., Irvine, CA 92614, orcontact Jerry via Compuserve at 73150,132 or America Online atJerry228@aol.com.