Posted by Mike Smith :: September 20, 2008 @ 9:24 am

In an effort to win over as many customers as possible, some companies offer services that seem to be at odds with one another. As a result, their marketing for each of their products seems somewhat less credible.

The Scotts Company provides an example of this type of conflicting service. For years, I've used their lawn fertilizers with much success. I've even been able to save money by pre-purchasing the full year’s worth of products, which are then applied throughout the growing season. Just as the advertisements claim, I am able to easily do it myself, avoid using a costly lawn service, and have one of the nicest looking lawns on the block.

Imagine my surprise as I've seen Scott's lawn service trucks in increasing numbers in my area. All of the advertisements I've heard from them talk about how expensive and unnecessary a lawn service is; yet still they offer one. Perhaps they realize that some people prefer convenience to cost, but it still makes their company seem less credible.

I don't know if the service is new or if I just happened to see more of their trucks, but they had better be careful with their marketing messages. Hopefully they'll come out with a joint commercial that says they have you covered regardless of which type of product or service you need. I could also imagine them advertising their lawn service by comically showing homeowners struggling to do the work themselves. Such a tactic would expose the danger of serving conflicting needs: to win over one type of customer, you would have to alienate another.

I suppose the lesson here is to take all advertising with a grain of salt and realize that an opposing view may be out there. The same company trying to convince you to buy their product may even present it.