Whether you know it or not, you’re making promises to your customer. The worst kind of promise is the one you’re unaware of.
Promises are overlooked and misunderstood. But they shape customer perceptions and drive business.
I’m going to show you why making a compelling promise to your customers is the second most most important thing. I’ll show you the first thing another day. One thing at a time.
If you get your promise right you’ll have customers clawing their way to get on your books.
So, if you’re having a hard time filling your appointments we’re going to solve that today.
I’ve used promises just like the ones I’ll teach you today to fill the appointment books of my clients. Backed up with work for months. They never have to call asking if the ad is working because their phones don’t stop ringing.
If you want a peek at how promises can bring that kind of work, keep reading.
The Importance of a Promise
“The second most important decision is this: what should you promise the customer?”
Seth Godin
Promises make and break advertising and marketing. Even more so in advertising. Not that they don’t in marketing, but you don’t feel the effect as quickly.
Let’s look at the 5 parts to a promise:
01. Promise vs. Claim, Theme, or Slogan:
A promise isn’t just another marketing claim, theme, or slogan. It’s more than words. It’s a commitment to deliver a specific benefit to the customer.
Claims and slogans capture attention momentarily, a genuine promise builds trust and fosters long-term customer relationships.
02. The Essence of a Promise
The promise is just a benefit for the consumer. It’s a commitment that your service will address a particular need in the customer’s life.
Your promise should offer a solution that sets your brand apart from the competition.
3 Things to Consider When Making Your Promise
Uniqueness and Competitiveness: To stand out your promise has to be unique and competitive. Answer the question, “Why should customers choose your product or service over others?” Align your promise with the wants of your customers. This is how you stay competitive in the market.
The Delivery of Promises: Making a promise is one thing; delivering on it is another. Live up to the promise you made. Failing to deliver will disappoint, break trust, and harm your reputation.
The Pitfalls of Empty Promises: Many campaigns promise nothing substantial. They may use catchy phrases or pretty video, but they have no commitment to delivering value. Campaigns will fail because they don’t connect with customers on a meaningful level.
Wrap It Up
A promise is more than just words on a page. It’s a commitment to deliver a unique and competitive benefit to the customer. Set your brand apart by making a promise that your customers actually care about. But remember, making a promise is just the start. Follow through and deliver on that promise. This is how you build trust and long-term customer relationships.
So, ask yourself, “What promise are we making to our customers?”
If you read to this point, maybe you’re thinking, “this guy is pretty helpful. I like him”. If that’s you and you’d like to see how else I can help you, click on the link and send me a message. I’d be happy to help you get more customers you love to work for.
