One of the keys to marketing success is setting expectations.

It is important to be clear what a customer will experience and the value that your product delivers.

It establishes the rules of engagement and, if done right, sets the stage for customer loyalty.

Here’s a good example of “setting expectations”:

expectationsI recently ordered iPhone lightning cables from Anker, which came highly recommended on Amazon.

When the cables arrived, the packaging was slick. More impressive was a booklet with two messages:

1. Information about how to connect with customer service (phone, email, and Website).

2. Suggestions about how to share my happiness with the product (tell a friend, Amazon review, social media).

This is customer-centric marketing that tells the customer that Anker really cares about their satisfaction.

As important, it starts the relationship on a positive note.