Close but not close enough
My wife went to our nearby Chick-Fil-A to get an ice cream cone. On the menu there is a picture of a creamy looking soft serve ice cream cone named “Icedream.” Anxious to have a cool treat on the hot summer day, she buys and soon learns a surprise. “Icedream” is not the ice cream she was expecting. It tastes like ice made from skim milk. The dessert name and picture were misleading.
Product names should match your products.
I called my mortgage company yesterday to inquire about paying off my balance. The customer service representative explained the process and said there would also be a “satisfaction fee.” Who does it satisfy? Not me! Call it a processing fee or a we-want-to-stick-it-to you-on-the-way-out fee. Don’t insult your customers and call it a “satisfaction fee.”
Don’t call good that which is bad.
Evaluate Your Naming Conventions
Are the names you use misleading? Do your product names really represent the product? Look at your product names through the eyes of the first time customer. Can they be misinterpreted?
Use accurate and truthful naming and your customers will buy what they think they are buying.