Look around. Almost everybody is overpromising and underdelivering. The fine print mousetrap lurks in every corner. You have pricing designed to trick your brain (just Rs 799, for instance). Whenever customers are required to enter into long-term contracts, they almost always end up getting a raw deal after they sign up.
This is an unprecedented opportunity for brands that want to stand out.
Here's how:
- Tell great stories. And then go ahead and overdeliver.
- Do not make promises that come with strings attached.
- If you've made a promise, keep it.
- Keep existing customers happy. Word of mouth is more important than it ever was.
- Be transparent. Say no to trickery. Sometimes, it's too hard to resist the lure, but stand your ground.
- Appreciate the power of understatement. If you have a salience, live it. You may choose to convey it subtly but don't shout about it. An honest man who says "I'm honest" all the time is sure to invite some doubts. Positive inferences drawn by customers about your brand have much more impact than your headline or your punchline.
These can always help a brand win, but more so in today's environment.
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