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this week's Marketing
Preventing Disappointed Buyers
"Customer reviews are complaining that our software doesn't
do X and Y," says a Marketing Minute subscriber. "Yet in
our description, we never claim it does X or Y. Buyers
aren't reading carefully, and we're frustrated that they're
criticizing us unfairly."
Impressions of what an offering contains arise not only from
specific sentences and lists of features from the seller,
but also from photos, your overall tone, promises and
headlines. Make sure you're not overselling your product,
implying it performs wonders when it in fact does just
Expectations arise from the marketplace as well as from
product descriptions. If most competitors do do X and Y,
buyers may not think of checking whether you do, too.
In that case, consider modifying your product to keep up
with the market.
On the other hand, if you have an appealing reason for not
providing those features, elevate their absence in your branding. Remember when 7-Up was touted as
"The Un-cola"? Likewise Jitterbug, a cell phone for
seniors, makes its lack of varied capabilities a
virtue. "It's not some alien technology you need to
decipher," say its makers.
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