This feature in Pumper reports noteworthy conversations that take place in Pumper Discussion, an e-mail based forum for industry professionals sponsored by COLE Publishing. Pumper Discussion provides for the exchange of information and ideas on septic and drainfield installation and maintenance, trucks and equipment, portable sanitation, chemicals and additives, and much more. To find out more about Pumper Discussion, or to subscribe, visit www.pumper.com.

Information and advice in Overheard Online is offered in good faith by industry professionals. However, readers should consult in depth with appropriate industry sources before applying such advice to a specific business situation.

 

Statement:

One of the most common searches I see on my website is people looking for “septic slogans.” Since so many of you new business owners are coming to my site for a “catchy” slogan, I’m going to give you my advice about using them.

How many of you would take your wife and kids to a doctor whose tagline was, “Near death’s door? We’ll pull you through!” or “It’s a germy job, but someone’s gotta do it!” That’s fine for doctors to laugh over while having lunch, but it would kill their business, no doubt. What makes our industry think that we need to be less professional than a doctor? Do you consider yourself a professional?

I used to think the septic industry was the one and only industry where you could get by with almost anything in marketing. I have changed my mind. I’ve noticed that, generally speaking, the most successful septic companies have no septic slogans on their trucks, and that the ones who use off-color slogans typically have one or maybe two trucks.

Nothing against small companies, I only have one truck myself. But I think this illustrates a point that once a company gets to be a certain size and does a totally honest assessment of their company, they realize – deep down – that to really be professional they need to drop the slogans. Either that, or it illustrates that the companies that portray a “spotlessly clean” image experience better growth than others who are not as careful.

Most homeowners are completely repulsed by septic problems. The women especially can be actually embarrassed about the situation. They don’t need us rubbing their noses in it (figuratively speaking) by reminding them via the graphics on our truck, etc., that “We’re No. 1 in a No. 2 business” (My business gets first, not second place in my mind), or that “It’s a dirty job but someone’s gotta do it.” They don’t even need to be informed “This truck (or job) sucks!”

So the homeowner calls with a bad situation. Wouldn’t it be much, much better if we showed up with clean equipment, strictly avoided vulgar language or even mild swear words, explained in carefully worded terms how and why this happened and what we’re going to do to fix it, and then did our job with no reference at all to the unpleasant nature of the business outside of assuring the customer we will get it taken care of as soon as possible?

It seems the customer would feel we were taking their situation seriously and genuinely cared about them. On the other side of the coin, using off-color and rude marketing sends the message to the homeowner that “We don’t really take your problem seriously, and you’re just about to become the butt of another nasty joke.”

Plenty of catchy taglines illustrate our companies are equipped and ready to deal with any type of sewer or septic problem. A little thought can produce a slogan that portrays your business in a positive way and is easy to remember, just as easy as the nasty ones.

I would simply like to see more professionalism in this industry, and would like to put out a call to all septic companies to please, use your head when you are trying to decide how to market your businesses. I want the public to take our industry seriously and view us as valuable, necessary professionals.

 

Replies:

Could not agree more with your post. Although your buddies might get a laugh from stuff like that (I know mine have), it’s just bad for business.

 

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Well said. I am currently setting up a business and have thought of having a slogan like the ones you mention, but have now had second thoughts. I have employed a marketing agency and they have come up with one for me, including my company name with “The right guys for the job” beside it. What do you think of this?

 

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It is straightforward and simple, which isn’t a bad thing. It gives you a lot of room as far as how you would advertise yourself. And if you pound that slogan out enough times, people will relate it to your company. Creating a link in the customer’s mind can only be a good thing because it is easier for them to remember who you are.

 

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Depending on what you do you may want to be more specific. Do you only pump? Do you install too, or clean drains, or do plumbing? If it’s a wide net you’re casting, a general slogan can work for you. If you’re trying to fill a niche need (only pumping), then something a little more relevant to your business might suit you better. I’m saying all this without any professional marketing experience of course.

 

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The best thing you can do is be consistent. If you use a slogan, put it everywhere you advertise. Same thing with a logo. Truck colors are another. It’s hard to do sometimes, and it can cost you more money, but the brand recognition is worth it.

When my dad started this company he painted his truck silver (how I wished he’d gone with white). Every one of my trucks is silver. It costs more when you have to paint a new truck, but it’s worth it.

 

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Most likely if you see a funny one-liner on the back of someone’s truck, you’ll remember the slogan far longer than you’ll remember whose truck it was painted on. It will do essentially no good even for recognition if customers don’t connect it directly with your company name. All it’ll do is create a first impression with potential customers that you are just another “grubby septic guy” who does his dirty job and gets his money shoved through a crack in the door.