The promise is a powerful way to communicate the benefits of your company
The promise is a powerful way to communicate the benefits of your company to potential customers. Back up these claims with evidence or an example and you’ll go a long way toward getting a new customer.
A promise without evidence is meaningless, which is why whippoorwills can often be seen on the show demonstrating their product.
Here, too, you should follow their example and support your promise with documentation. Every example, demonstration, testimony, and guarantee you can gather will add credibility to the promise.
Remember, you made a promise to the customer. Now you need to identify the reasons why they can be sure that what you said is true.
Building trust is a topic for another day, but without a promise the buyer may never get to that point in the selling process.
Promise your customers all the benefits you can get from every promotion. Rank and rate the importance of each promise and ensure that the maximum benefit for your customer is always at the forefront.
Relying on promise gives your listing the exposure it needs to stand out and find buyers who need exactly what you’re selling.
In such a brutal and demanding industry, you can be assured that only the most effective techniques are being used. Mail order has always been associated with big promises in the headlines, promising fantastic benefits to the user. The effective use of promises can still be observed today in visual messages.
Who can forget the Lexus commercial where they rolled a ball and hit the seam on the hood of their car? It was an excellent promise of quality to the consumer. He created a brand in an industry that many thought was impossible to break into.
The
steel ball bearing represented a promise of quality that created a luxury car brand, and two promotions continued to reinforce various other promises of quality. Evaluate your advertising efforts against missed opportunities to uncover primary and secondary customer benefits.
Be sure to emphasize that all of your advertising efforts include at least one reason why the viewer should do business with you. Technical details are difficult to communicate quickly, but promises can be made in a few words. “Cleaner carpets”, “Juicier burgers”, “More bandwidth for less”.