Let Consumers Know Exactly How You Will Fulfill Your Promises

You have to communicate the what and the how to your prospects and customers, who want to know how you are going to fulfill your promises.

The promise is what you say you're doing. The reason to believe is how you do it. For example:

• We will deliver speed by flying your packages overnight to your destination rather than truck them. (FedEx)
• We will deliver luxury by giving you the Heavenly Bed. (Westin Hotels)
• We will safeguard you with our Roll Over Protection System. (Volvo XC90)

Marketers call these the pillars of the promise. They give customers the additional details they need to make an informed decision.

For example, Marriott Hotel promises "achievement guests" (those driven to perform and who thrive on personal excellence) an environment that inspires their performance. That's quite a promise.

To back it up Marriott developed three pillars to build credibility:

1. Achieve. The hotel's professional, performance-driven side offers well-lit, ergonomic work desks that easily move. This way guests can create the best work environment.

2. Revive. The luxury offerings include aromatherapy bath products, 300-thread-count sheets, and high-definition TVs that guests can connect to personal devices such as iPods.

3. Culture. The emphasis is on warm, friendly, sincere service built on their pledge to provide a refreshingly human touch in today's hectic world.

Scott Glatstein is president of the marketing firm Imperatives.