Note to radio advertisers: In your commercials, don’t mention your “competitive prices.”
Consumers know the difference between “lowest” and “competitive.”
A retailer whose commercials take the time to mention its “competitive prices” is like a restaurant promoting its “edible food.”
The advertisers who boast about their competitive prices actually are saying, “Our prices are nearly as good as the prices other places charge.”
Hardly a strong selling point.
Also….
When you say “competitive,” guess whom you’re bringing into your commercials?
Your competitors.
Why would you want to do that?
Finally, by saying your prices are more or less in line with what everyone else charges, you’re allowing your competition to define the market.
You should be defining the market in terms of the unique ways your product or service can improve the lives of the targeted consumers.
Use your radio commercial campaign to talk to those targeted consumers about the problems they face and which you can solve for them.
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