Two more short Seth Godin posts (since I was reading up on his blog anyway):
The first one about a Maternity Ward:
The staff and doctors at the LifeSpring hospital told me that they have to do exactly three things:
1. Realize that their customers* have expectations
2. Exceed those expectations
3. Do better at it every day
That’s as good a marketing plan as I’ve heard in a while.
*(notice that they didn’t say ‘patients’)
The second one more general about expectations:
Word of mouth comes directly from expectations.
Low expectations are a terrific shortcut, because when you exceed
them, people are so amazed that they can’t help but talk about it.
But low expectations are dangerous, because if you fly too low,
you’re invisible. Worse, when people expect little of you, they often
don’t bother listening at all.
So most of the time, you’re challenged with this: high expectations that must be beat.
Broadway shows. Apple products. Expensive consulting services.
Promise big and deliver bigger seems to be the only reliable strategy.