Stop exceeding your clients’ expectations

Clearly that’s a psycho thing to say, right? Who would ever consider for a moment suggesting that their business is in the business of falling short of client expectations?

And that’s my point exactly.

This falls squarely into the category of Things Every Other Person In Your Industry Is Also Saying Verbatim.

“We strive to exceed our clients’ expectations” has all the hallmark characteristics of trite, canned content. And yet that phrase – almost exactly – appears over and over (and over and over and over) as I conduct content audits.

Let’s just all assume that we’re each of us trying really hard to exceed our clients’ expectations, alright? But how? What exactly are you doing to exceed your client’s expectations?

Do you respond to their requests in under ten minutes?

Do you offer to refund their money if they’re not completely satisfied?

Do you hand-pluck your herbal remedy’s ingredients from an organic Costa Rican farm yourself?

Stop telling your clients’ that you’re going to exceed their expectations and tell them how you’re going to exceed their expectations. It’s a sure-fire way to stand out from the crowd.

 

By | 2017-06-29T14:30:56+00:00 June 21st, 2017|Content Strategy|0 Comments

About the Author:

Prior to 2012, Autumn Ware was an award-winning writing instructor who showed middle school kids how to write novels and how to create websites to "market their author brands." Today, she's the author of the Perilous and Sparks series and the CEO of Aware Copywriting.