By Jacqueline Lara
When I was taking classes at UTEP, one of my professors taught us more than just Adobe Illustrator and Photoshop, he taught us business and how it works. One lesson I remember is, when creating your advertising message, not to over sell. To a bunch of advertising students, that sounds ridiculous because we want to promise the stars and the moon. But, from a business stand point, that is not always wise.
Your message to your prospective and current customers has to relay a service or product that you can actually produce. So, think about it, in order to meet your customer’s expectations at least one of the following must be sacrificed:
For example, you are a baker and an order comes in for a wedding cake. The customer wants the cake to be perfect and has been very specific on what they expect; and, to top it off, has given you 2 days to execute it! You may have to increase the price in order to satisfy the customer and, for the most part, people understand.
When you are creating your message for your company, think of what type of customer you are targeting. One who values quality and quantity over price and speed or one who wants discounts and is willing to forgo quality and perhaps speed.
Remember, it is all about the returning customer and how to keep them happy. THE WORST ADVERTISEMENT IS AN UNSATISFIED EX-CUSTOMER.