But WAIT, There’s more!

Wed, Nov 26, 2008

online marketing & more, the kitchen sink

After glancing at the clock, I reach (well… search) for the remote control. Time for bed. I finally find it, point at the cable box, and just as I’m about to press the power button off, I hear those famous words, “But WAIT! There’s more!”

This is the point, if I’m actually watching a TV ad, that I try to guess what more I get if I call now. Another gadget? Twice as much for the same price? Twice as much for half the price? In this case, three times as much for only $5 more!

The “But WAIT! There’s more!” phrase works. Which is why every direct response ad includes some version of it, along with the requisite improved offer. As consumers, we expect to hear “There’s more.” We expect a better price. We expect a bonus.

What customers expect is of critical importance to a business. Why? Because customer expectations drive customer satisfaction. As a marketer you must understand what a prospective customer needs, wants and expects. And what they expect after they’ve already bought, or referred over a friend. Your relationship with your customers is about continually managing their expectations. And as expected: managing customers’ expectations is not easy.

What you may not realize is the extent to which other marketers, in the process of promoting their products and brands, influence your customers’ expectations. Not just in terms of price. They are influenced by many things–including the format and content of your advertisements. For example: consumers are conditioned to expect to hear, “But WAIT! There’s more!” toward the end of a direct response TV ad.

The funny thing about customers is they often don’t realize what they expect. For example, unless you point it out to them, a prospective customer watching a direct response ad may not understand they expect to hear, “There’s more.” But, if there is no bonus? They know something is missing from the offer. The deal is not as good as it should be.

So, your job is to both engage and observe the customer. Ask what your prospects need, want and expect. Then, research what else might be influencing their perceptions. Look for things like a little phrase, “But, WAIT! There’s more!“