Paul Cheney

The Prospect’s Perception Gap: How to bridge the dangerous gap between the results we want and the results we have

There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition.

Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises.

There is, inherent in every transaction, a perception gap in the mind of the prospect that must be bridged before an exchange can take place.

In April, Flint McGlaughlin, Managing Director, MECLABS (the parent company of both MarketingExperiments and MarketingSherpa), lectured on this gap and how marketers can close it.

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Paul Cheney

About Paul Cheney

Paul Cheney, Senior Partnership Content Manager, MECLABS Institute Paul helps turn raw research into easy-to-understand content for MarketingExperiments readers. He earned his B.A. in English literature from Covenant College. Before joining the MarketingExperiments team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems and dating his wife, Callie.


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The Prospect’s Perception Gap: How to bridge the dangerous gap between the results we want and the results we have

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