Create A Manifesto To Set Customer Expectations
Regardless of how today’s online shopper arrives at your web store — whether by advertisement, referral, or word of mouth — they take a moment to size you up. They’re wondering, “Who are these people? Can I trust them? Should I buy from them?”
In making their determination, one of the first places potential customers check out is your About Us page. No doubt, you have your text in place — probably a short story about your beginnings, people, products, brand, and/or philosophy. And that’s a good start.
However, if you want to set clear customer expectations, then a brief but strong manifesto is the way forward. After all, managing customer expectations is half the battle in meeting them!
Your manifesto should cover the following three aspects of your business:
The core of your brand — what you stand for.
Your value proposition — why customers should buy from you rather than someone else.
Your service ambition — what customers can expect when they do business with you.
Here’s a neat example from Everlane. It can be found on the About Us section of their website.
We think it’s great. Short. Clean. And crystal clear.
We’re going to help you craft a strong (and short!) manifesto you can slip into your About Us section right away. So if you’re ready, grab a pen and paper. We’re going to be asking questions! (You can also download the template at the end of this chapter and take your time.)