This should be your bare minimum…

If you want your customers and clients to love you, you can start by doing what you say you’re going to do. And if for some reason you can’t – and things do happen – tell your customers and clients why, apologise, and fix it.

Two hands making a 'pinky swear'. Brick wall in the background.

Want to impress your customers and keep them coming back? At the very least deliver what you promise.

Joe and I get a meal box from HelloFresh every Monday. It’s a great scheme – it works out cheaper than going shopping, because we don’t pick up loads of extra stuff we don’t need. It’s convenient, because everything is there in the right quantities, with a simple recipe card. And it’s interesting because we eat way more varied meals now, all sorts of interesting stuff we wouldn’t cook if we were left to our own devices.

We’ve only had two or three meals we didn’t like in more than a year of using their service.

Pretty good going.

Until we moved to The Dingle.

Since we moved, two of our boxes haven’t arrived at all. Yesterday being a case in point. We got a couple of messages saying the box had been delayed, and would arrive between 7pm and 9pm. Annoying, but fair enough – they kept us informed. Except, of course, it didn’t turn up yesterday at all.

Then, to add insult to miffedness, they sent us an email this morning telling us the box had been delivered to a safe place and a card had been left.

Lies, I tell you!

No card, no box, no dinner.


Our Yodel driver in Leamington was aces. He used to try to get up the garden without being seen (I worked in front of the French doors looking out into the garden), then he’d jump out at me. He’d frequently have me in stitches.

Since we moved, though… nothing but disappointment. I miss our old driver.

So, if I were to set up a delivery company, perhaps my USP would be: I guarantee I will not miss deliveries, break your stuff, nick it, kick your parcel around, or generally do any of the other infuriating things delivery companies do.

It’s not a great USP, but it’s a start.

What’s your USP? Hit the comments and tell me.

And if you’re struggling with that, as almost all small businesses do, let me help. Get my perspective and Borrow My Brain for half an hour over Skype. 



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

PS We could really have done without a lack of delivery yesterday, too – we were knackered. We now have no rooms upstairs in The Dingle. Destruction is moving apace. Hopefully, comfort will follow in the not too distant future…

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