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Here's this week's Marketing Minute...

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 certain things.

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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Applied Creativity, Inc.
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