We sell promises, not products is an idea I recently shared with you.
But there’s something I didn’t mention.
While promises mean we should focus on emotional benefits rather than features – and take steps to prove those promises will be fulfilled – here’s the bit I left out:
A promise is made at time X. The product is experienced at time Y.
For some products, the gap is tiny. I choose my ice cream flavour, and minutes later, I’m eating it.
But for other products or services, the gap is significant. I agree to you being my accountant, and maybe 12 months pass before you finalise my annual accounts.
That time gap matters.
Because in that space between promise and payoff, doubt or remorse can creep in, or expectations can change.
So, how should you manage this gap?
People don't just evaluate your product at the end, they often re-evaluate your promise along the way.
That means providing reassurances and updates can be helpful.
…But there’s a catch.
Too much communication, or the wrong kind, can become irritating and draw attention to the time that’s passing without any payoff.
Instead, you might need to communicate less but more meaningfully, or include more progress markers than functionally required because they reassure your customer that things are happening.
Approaching the gap from a behavioural perspective isn’t simply about doing more, it’s about designing to achieve a better outcome.
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