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.


2017-11-22T11:47:36+00:00 By |Content Strategy|0 Comments

About the Author:

Autumn Ware writes persuasive copy for businesses and adventure novels for pleasure-seekers. She lives aboard the Sea Shanti, a 1974 Cooper Seabird sailboat, with her husband, her teenage son, a dog, two cats, and whatever small creatures they drag in from the wilderness. She dabbles in art, loves philosophy, and is currently learning to enjoy fishing.