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2 rich cousins
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After yesterday's message (on the response from Samsung to Apple re: their new tablets), this reply by fellow daily emailer Wes Wheless from The Lightbulb summarized the feeling: "It feels like two rich cousins fighting in public" Spot on. Besides the comms and whether or not the message went through in their ads, the overall feeling is the same: it's all about them. And when you (and your business) focus and react to what the competition is doing right or wrong, you're missing the mark. It's not about you, your business or your brand: customers don't care. It's all about your customers. And when you got this right, things will come easier. Focus on them. Not on you (or your brand). Help. Them. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
A common belief is that over delivering delights your customers. That's a misconception. You can delight them with delivering on your promise. Over delivering entails expanding your costs without a defined scope. You train your customer to expect more than what they pay for. You train your customer that if you raise your prices, you'll expand the scope. You underprice your offering. Delighting your customers has nothing to do with over delivering. It has to do with setting expectations and...
It's pretty clear on a lot of replies to yesterday's email that under delivering is not the best option of them 3 (under delivering, delivering, over delivering). That's great. And even with that, you'd be surprised at how often a large portion of players in the market do under deliver. The bar is SO low that by doing a decent bare minimum, you kinda get away with it. If it's that obvious to you, what do you think make other businesses not deliver on their promise?
You made your promise to your customer (aka value proposition). Delivering it is as important as making it. Which one do you think is best? Under-deliver Deliver Over-deliver