It’s staggering to consider how many marketing failures are the result of broken promises.
We rarely think of it this way, but every button, every subject line, every headline on our website is a promise. Whether or not that promise is kept determines whether we win the trust of our visitors, or lose them for good.
To illustrate, let’s take a look at a fictional shopping scenario, not unlike an experience that happened to me recently.
- Customer receives an email from electronics retailer with subject line “HDTV’s Starting at $700″
- Customer opens email and finds a graphic showing only 1 TV and no details. BROKEN PROMISE:
- Subject line promised an HDTV for $700, but email contains no support for this theme
- Customer clicks on Button that says “Shop HDTV’s”, and is taken to the website’s homepage, which differs completely in the look and feel of the email creative. BROKEN PROMISE: Button claimed to let visitors begin shopping the TV models, instead they’re left stranded on a seemingly unrelated page
- Visitor reaches HDTV category page displaying dozens of HDTV models. The $700 model is the last item on page 5. BROKEN PROMISE: This retailer made it very difficult find the $700 TV model promised in the subject line
- Once on product page, customer clicks “Add to Cart”
- Customer lands on a page upselling the extended warranty. BROKEN PROMISE: Customer received no confirmation that item has been added to cart