Our culture is basically the same Nigel and when I started softwashing I had a hard time with the competition mainly because of the price. The reality is that in the caribbean Softwashing is not going to attract the average joe.. It should be targeted at the more high end customers. What I did was target business owners and large clients with properties or chains, in that way your effort is not just for a single building. The others would come Around eventually. At present, pressure washing is known as the only solution. You have to show otherwise.

I think you'll still need to include "Pressure Washing" in your description until you are able to educate people about the differences between what you offer and what the others offer. Many, many people still don't know exactly 'what' SoftWashing is. You may want to incorporate it into you business name, for instance:

James Pressure Wash, "SoftWash", and Painting Co.

If you're in the phone book, maintain your listing under the heading of Pressure Washing so people can find you when looking at the list of providers.

Best of Luck!

Agreed, we advertised in the yellow pages (back when that meant something) in the pressure washing section, even for roof cleaning. Customers always looked there and once we got the call then we went into education mode.

AC

Thats so true and ilearnt this the hard way...Who in their average mind, search softwashing.... I got mashed on google searches here in Trinidad and i am sure St Lucia is NO different..