Exceptions prove the position — Kelford Labs Daily

A friend and reader responded to yesterday’s email with:

“UGH. Quit reading my mind, would ya?! I know we need to be more specific in our marketing... we even more or less have our non-negotiables defined/what the brand 'promises' are, but, I'm too scared to put them out there.

...

I worry that we don't/can't ALWAYS live up to what those precise qualities or brand expectations are. It doesn't have that much to do with our business but more the impact of our family life on our business. Like I want to say that we will always respond to a customer inquiry. But I also know that when a kid is at home sick, chances are, I probably won't respond in a timely way. It's so hard!!!”

Sound familiar?

As I was typing up my response to my friend, I realized that you might be struggling with the same challenge, too.

So here’s what I have to say about exceptions to marketing “rules”: They are proof of your values, what you take seriously, even if they sometimes have exceptions.

My friend wants to claim on their website that they will always respond to customer inquiries quickly. They honestly mean to and they do their very best.

But sometimes, rarely but realistically, they won’t be able to.

So what do they say on their website? How do they make a promise worth making, and keeping, while knowing there will always be exceptions?

Here’s my answer to my friend, and to you:

You say that, too.

My friend could put on their website, “We always try to respond to customer inquiries quickly, that’s our promise to you. But every once in a while we’re a little slower, because our child might be sick or we might be dealing with a challenge in our own home. But we’ll always be communicative, timely, and earnest in our efforts to respond right away.”

Notice how it’s precise and falsifiable. It admits of exceptions while reinforcing the original principle.

Is this final, good-to-go copy for their website? Of course not. But sentimentally this is an approach they can take, reiterating and reinforcing their brand promises while acknowledging that sometimes they’ll struggle.

Because whom among us doesn’t, from time to time?

If you want to be seen as honest, forthright, and eager to help, you can actually just say and demonstrate that.

It doesn’t mean you’re setting yourself up to break promises, because you already said there would be exceptions.

But it tells your prospects your principles, which gives them the confidence that you have them at all.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows communicators the way to always knowing what to say.