The Importance of Keeping Your Value Proposition Promise

You know how it goes. That new cellphone company put out some hype saying their customer service is far superior to any other company. Not only that, but they claim you can get great reception even when you are out in the middle of the ocean (which is perfect for you, since you are always out in the middle of the ocean, for one reason or another). You had some doubts that they could deliver on all of their promises, but you took the leap and signed up.

However, after finding yourself in the middle of the ocean and discovering that your phone does not work, you call them up to complain (once you are on dry land again). They treat you as if you are not only an idiot but an idiot that they don’t have the time (or the inclination) to help.  You also get the feeling that they are surprised to find that someone believed all of their claims and actually signed up with them. You feel like a fool falling for their value proposition promises. You ended up wasting your valuable time. And, you still don’t have a phone you can use!

As soon as you possibly can, you cancel your service based on this treatment (and on the broken promise of what the phone could do), but within weeks you start receiving mailings from that same company begging you to come back.

It makes you wonder—they worked hard to get you as a customer, they had you as a customer, and then they blew it. Now, they are spending who knows how much to try to get you back, probably in a desperate attempt to save their business.

It doesn’t make much sense, does it?

The message here for you as a business owner is that when you got your new customers, they came to you because of the promises you made them. Through your carefully thought out and clearly communicated value proposition (which you emphasized with your carefully crafted content strategy), you have made a promise to the customer. You are promising that your product will solve the customer’s problems in a way that only you can. You are promising that if they give you their business, you will make their life better or easier in some way. If you fail to deliver on those promises, they have no reason to stay with you, and they certainly have no reason to recommend you to their friends (in fact, they will probably be spending a lot of time telling people not to do business with you at all!). Consistently going back on this promise means your business won’t succeed (and perhaps it shouldn’t).

This is yet another good reason for you to make sure your value proposition is perfect, even before you present it to the public. You want to make sure that you can deliver on all that you promised, so that you and your new customers can build a relationship that lasts for years and years.

You’ve done all the work that goes into building a new business. You’ve spent money and time trying to get new customers – don’t blow it by not delivering on what you promised in your value proposition.

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