Here is a simple marketing strategy for your business. Make promises and keep them. Start with small promises – promise to be on time, on budget, and to meet quality standards. Then, make good on delivering it. Surprisingly, these seemingly simple actions can have powerful results. Doing what you say builds trust. Trust builds relationships. Relationships build businesses.
The next step in your strategy… raise the bar. Figure out what else you can promise. Go beyond the standard. Find ways to be both reliable and remarkable. Promise, deliver, and push to create new sources of value. Create a virtuous cycle of innovation, execution and integrity.
And if you fail to make good on your word… acknowledge it, apologize, and take action to prevent it from happening again.
What do you promise your customers? What do you actually deliver?
Ensure that what you deliver is greater than or equal to what you promise.