Day in and day out companies waste gazillions of dollars building their competitors' business.
Not overtly, of course, but by running ads, sending direct mail or whatever else that does a great job of "selling" me on my need for their type of services, but without a mention of why I should choose their company over the next guy's.
I am sick of coming home to door hangers from lawn service companies that simply list their quiver of services. I DON'T CARE! Give me a reason--ANYTHING!--to choose you. I don't need a reason to get a lawn service (I know all the reasons). And why would you waste your money to tell me that anyway?
Next time you create an ad ask yourself this: am I promoting my brand or the category?