Marketing has to be tied in with operations.  Just has to be.  Marketing sets the expectations–people expect something good so they call.   Then the “Holy crap, what do we do now” sets in.

We’re learning this with the promise of “a mortgage in ten days.”  Making “ten day service” the key of our business creates some headaches.  All solvable.

• You promise something attractive to people.
• If you’ve promised something good, they call you
• They come expecting what you’ve promised
• If you deliver, you’ve only held serve–you’ve not exceeded expectations.

If the marketing is specific enough, it becomes more effective.  I offer “ten day mortgage service,” in my business.  This is strong.  it is specific, and it’s a commitment from me to you with what I will do. 

Think:  What is a specific, novel and valuable twist on the service that I offer that people want?  What has been the experience of the HAPPIEST customers?  What can you offer different, better, cheaper, and memorably?

I don’t have to compete on rate.

I don’t have to back down on fee.

I just deliver the best service possible, and do it with passion.

What can you do to get apart from your competitors?