For most people, making a promise is serious. When someone makes a promise to us, we have faith that they will honor that promise. When they do, our trust in them is strengthened. If they don’t….
Your business promises something to your customers. Your brand messaging promises benefits that people will get if they give you their time and money. Keeping that promise is one of the most important actions you can take.
Over-Promise Can Kill a Business
I personally don’t believe messages that assure me I am getting $9,997 worth of content for a mere $97. I believed it a few times—maybe twice, I can be a slow learner sometimes—and I quickly discovered that what I got was old, tired, out-of-date stuff that no longer had value or application. The shelf life of the information had long passed. Now, I don’t believe anything these so-called purveyors of information tell me. I will never buy anything else from them, nor will I recommend them to anyone. And, yes, I will share my opinion in social media. Not only this, I don't believe any message that promises to deliver HUGE value for an unreasonably low price no matter who makes the "offer."
Over-Deliver Can Propel a Business
Keeping promises realistic and always delivering more than promised propels success and long-term profits. I have the reputation of delivering uber-value in all my workshops and information products. That is part of my brand and my promise to the organizations and entrepreneurs who give me their time and money. My website is full of free stuff that I am always giving away. For me, it's all about developing and nurturing long-term, deep, personal relationships and in sharing something valuable and meaningful with my customers and clients--and it works. Some of my clients have been with me for more than 15 years; many of them have become personal friends and cheerleaders.
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”
Jeff Bezos, CEO, Amazon.com