I think the Wickes D.I.Y. ad on the local radio is misleading, I just accept that some things in life ain't perfect ;0)
Thats generally what advertising is, in reality, you 'big' yourself up, word of mouth isn't necessarily enough to get the kind of work you'd either like to improve on or aspire to. You may not lie but you put yourself across in a positive manner. Isn't that generaly how things are in this world? Ive read some of the stuff on your website Mike about how much better your company is, in your opinion, than other companies, about what a wonderful job you do and how thorough and professional you are. Thats bigging yourself up mate, in effect it's advertising but I bet all your customers dont think that highly of you; because at some in the past you've probably not done quite as good a job as you'd like to make out you have.
C'est la vie.
Oh, as an aside, Im sure they'll get round to your industry at some time in the future, hey why dont you go ahead and do it yourself, you might even improve the industry in the process