Does your messaging truly reflect your above-and-beyond-brand of Shareworthy Service, or are you promising what every customer simply expects?
While traveling for business, I always stay in the same hotel chain. Clean, efficient, pleasant, and I rack up rewards points.
But last week, I noticed this on the headboard of my hotel room bed.
And this one in the elevator.
The hotel chain is bragging about clean beds.
What’s next, running water?
Stop bragging about what your customers deserve and expect.
Do more.
Be more.
Say more.
What does this mean? Two things.
1. Get rid of the generic words and phrases that need to no longer be part of your marketing vocabulary, such as:
Integrity.
Honesty.
We care.
We meet all your _____ needs.
Clean sheets. (seriously?)
2. Set specific expectations in your messaging that customers can grab onto that set you apart, such as:
A real person answers our phone when you call.
Each technician we send to your home is thoroughly referenced and background checked.
The ingredients in our dishes come from local farms.
I put my cell phone number on every invoice.
We’ll replace your item if it breaks in the first 30 days, no questions.
Free shipping and returns on every order.
Every business claims to have integrity. Every owner claims to be honest. Every shop claims to care. Every company claims to meet your needs. Everyone claims to have clean sheets.
Be specific. Be extraordinary.
And do the other stuff anyway. Without bragging about it.