Mr. Sheridan managed to turn things around by taking an unconventional approach to marketing. He started putting information on his Web site that most pool builders — most business owners, in fact — are reluctant to divulge. He started talking about price. He acknowledged that some people had problems with fiberglass pools and that they were not for everyone. He published a list of the best pool builders in his area — and did not include his company on the list.
Good information is advertising.