Sorry about the delay!
Since I’ve been working for an airline for more than 30 years I know a little about what customers want, and what happens if they are disappointed and unhappy with the service they feel they have a right to expect.
I’m going to tell you a little story from my former life in an airline uniform, and if you wonder whatever that has to do with Internet Marketing - please read on.
It should become very clear…
The time: 07:40 AM.
We are at the Boarding Gate; all the passengers are checked in, and most of them are standing or sitting close to the Gate waiting for the boarding announcement.
One of my colleagues is on board the aircraft checking with the cockpit crew and cabin crew that all is ready for an on-time departure at 08:00.
Standing there at the Gate (smiling to the passengers) I get a radio call from my guy onboard:
“Technical problems, Jan. The Captain says we’ll be delayed for at least one hour. The mechanics are on the way to look at the problem.”
Right.
Time to inform the passengers.
“Good morning, Ladies and Gentlemen.
I have just been informed that we have a technical problem, and that your flight will be delayed.
The mechanics are on the way to the aircraft.
We’ll keep you informed about the progress, and we’ll be back with new info about the departure in 50 minutes, that’s to say at 08:45.
We apologize for the delay.”
—
Now the time is 8:55; no word from the aircraft, so what the h*** am I going to tell the passengers?
I’ll wait another ten minutes (hoping to have some news – preferable some good news – from the flight deck).
And no, I did not keep my promise to be back with new info to the passengers at 08:45.
—
We’ll’ leave the Boarding Gate and this little story now, and have a look at promises made and kept - or broken - in the world of Internet Marketing.
It’s easy to tell your prospective customers that you have the “magic formula” to solve their problems and fulfill their dreams - whatever those problems and dreams may be.
It’s easy, and extremely counterproductive.
Oh yes, you may well get a few customers buying your product, but when they discover that they have been taken for a ride do you really think any of them will ever return to buy from you again?
Of course not.
That’s why - in the long run - it always pays to be honest.
Never ever make promises you can’t keep.
And never ever tell them that something will happen at a particular time or on a particular date if you are unable to deliver in a timely manner.
The best way to keep your customers happy: Give them real value for money!
