When it comes to competition, too often businesses consider only their direct competitors and forget about indirect competition, says Lin Grensing-Pophal, author of "Marketing with the End in Mind." Indirect competitors include any other available option, she says. For those offering carpet cleaning services, that competition includes those who do it themselves. Thinking in this way can ensure that the key messages you include in advertisements address all of the potential barriers that consumers might have to choosing your services. This means that you must not just compare yourself to other carpet cleaning services, but also address the benefits of professional services versus do-it-yourself, for instance.