Aligning what is promised.
WHY IT MATTERS
Most expectation failures begin before support is involved.
WHAT MARKETING SETS
What the product does Who it is for How quickly it works What support is available
WHAT TO CHECK
Whether those claims are true.
WHAT TO FEED BACK
Claims support cannot meet.
WHAT EXAMPLES LOOK LIKE
Capability described more broadly than it exists Support described as constant when it is not Setup described as instant when it takes effort
WHY THAT LAST ONE MATTERS
It produces disappointment on day one, which is the worst moment.
WHAT TO ASK FOR
Advance notice of campaigns.
WHY
They generate contact, and support should be ready.
WHAT TO PROVIDE MARKETING
The questions customers actually ask before buying The language customers actually use Objections that recur
WHY THE LANGUAGE MATTERS
It improves the site more than any amount of writing.
WHAT TO REVIEW TOGETHER
The pages generating the most confused enquiries.
WHAT TO AGREE
Who checks claims before publication.
WHAT TO AVOID
Support learning about a promotion from customers.
WHAT TO ESTABLISH
A regular short conversation between the two.
