Speaking of pest management
Why smart marketing communications need to be honest
By John Culotta
With their punny company names and slogans, pest management professionals (PMPs) clearly understand the power of language in marketing their companies. They put it to good use with helpful tweets, colorful websites and catchy ads — all excellent tools for telling a story about a company. But PMPs need to ensure the story they tell is entirely truthful.
Exaggerating your skills or successes on your website or other digital presences goes beyond telling a harmless white lie. Rather, it can create expectations in the minds of customers — and if you fail to fulfill them, the consequences may be more serious.
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