Is Saying Your Lawn & Landscape Company is "The Best" False Advertising?

Discussion in 'General Industry Discussions' started by Sean Adams, Aug 19, 2013.

  1. Sean Adams

    Sean Adams LawnSite Gold Member
    Posts: 3,597

    You have probably seen the Papa John’s Pizza ads on TV – they are everywhere.

    “Better Ingredients. Better Pizza. Papa John’s.”

    Is that false advertising? Pizza Hut thought so and in 1998 took Papa John’s to court and won. The court ruled they had to stop using the slogan. But Papa John’s appealed, took the lawsuit to a higher court and won – their defense was that it was not false advertising, but rather a matter of personal taste. I’m not exactly sure what that means, but nevertheless, Pizza Hut tried to take it to the Supreme Court and they weren’t interested.

    So, for the past 15 years, the ads still run.

    So why not make a big advertising push for your lawn and landscape company? Instead of the same old same old (professional, insured, experienced, blah, blah, blah), why not shout it out from the roof tops that you are the best?

    Risky? Maybe. I mean, Papa John’s pizza doesn’t suck. I’m not sure it’s the best, but it seems to have helped them grow their business from $360 million in 1998 to $1.4 billion in 2012. Not bad.

    Point is, they put themselves out there. They are willing to say they are the best. It get’s people’s attention. It makes them wonder if it really is the best. If they like it, they stick with it. On top of that, Papa John’s is not afraid to push the envelope and advertise they are the best anywhere they can.

    Try it. If you mow lawns, tell people in your advertising you are the best lawn mowing company there is – period. If you provide fertilizing services, tell people their lawns will look better than ever if they choose you. If you offer lighting services, use your advertising to tell your audience that no one else but you can make their home/garden/landscape as good as you will.

    Last thing… make sure you work hard to actually back up what you are saying. That should go without saying.
     
  2. Joel D

    Joel D LawnSite Member
    Posts: 125

  3. Sean Adams

    Sean Adams LawnSite Gold Member
    Posts: 3,597

    I know it's legal (thanks for the link btw, interesting reading)...

    I guess what I'm saying is, are you willing to say you are the best and then actually follow through and be the best?

    Papa John's was confident enough to say it and they have followed through. Does everyone agree? Of course not, but they are "puffing" away and it has done them well.

    Why not give a shot for a lawn and landscape business....and I don't just mean

    "Hey, we're really good and we will do a good job."

    I'm talking about "going all in" and literally telling everyone you are the very best and your competition is inferior.
     
  4. birddseedd

    birddseedd LawnSite Silver Member
    Posts: 2,114

    my question is how long can i say i'm a "new local business"?
     
  5. larryinalabama

    larryinalabama LawnSite Fanatic
    Posts: 16,455

    Suppose you could advertise "Have a Better Weekend and a Better Yard"

    I will say the "Better" didn't work for the BOP mowers we all bought.
     
  6. Sean Adams

    Sean Adams LawnSite Gold Member
    Posts: 3,597

    I don't know if there is a time limit... that being said, "new" does not always breed confidence with a potential customer.
     
  7. birddseedd

    birddseedd LawnSite Silver Member
    Posts: 2,114

    I used wht you mean. tho iv gotten a lot of work because they wanted to support the new guy. but i started 5 years ago
     
  8. PaperCutter

    PaperCutter LawnSite Bronze Member
    Posts: 1,938

    I think it's safe to say that most folks "supporting the new guy" are doing it because of (real or perceived) cost savings, not because they're philanthropists.
     
  9. RSK Property Maintenance

    RSK Property Maintenance LawnSite Bronze Member
    Posts: 1,486

    I think it could absolutely get you more work, could be used as a slogan for landscaping, and maintenance work. I'm going to try it with my fall clean up advertising.
     
  10. Chuck Norris

    Chuck Norris LawnSite Senior Member
    Posts: 296

    Better Quality, Better Equipment- Chuck Norris Lawn Care
     

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