Society places huge value in people, who deliver the goods. It’s easy to see why, when you consider that we have all been let down at some point by people, products or services.
Keeping a promise
In their eagerness to craft a massively powerful marketing message, some brands seem to forget that their marketing message is a promise. A promise that sets an expectation – an expectation that must be met or exceeded.
The thing is:
- Telling prospective customers that you will provide them with exceptional customer service is easy, which is why almost every provider says it.
- Delivering exceptional customer service is harder, which is why so few providers manage it.
Getting the balance right
Either make smaller promises that you know you can deliver or make bold promises, which you will find a way to deliver. The smartest small business owners focus on the latter. It’s what sets them apart and makes them so valuable.