What do I get when I read brand promises like the ones mentioned below
- Get results in 48 hours. Guaranteed
- Buy 2 get 3 Free
- Fast delivery at your door
- and so on
The only thing that I can really make out is that the brand doesn’t really have a value proposition that they can offer to their customers in terms of the actual PRODUCT advantage. The promises listed above are typically Campaigns and not a brand promise
I am not saying that such messages are bad or don’t generate enough sales. On the contrary, they are highly targeted messages which are part of marketing campaigns which offer much better attention and sales, but the real point is that the consumer should understand that at this point, he is not really buying a brand / product which is unique or has some features that are different from other competitors.
A brand that has an actual Value proposition will talk about those features and the benefits of those features to the consumers. However, in today’s world it is getting more and more difficult for the brands to have unique features and thus they end us using Free Fast Guaranteed promises (rather than focusing on building an authentic USP)