Delivery First... Words Second

"I figured that if I said it enough, I would convince the world that I really was the greatest." - Muhammad Ali

Ali re-enforced with his mouth what he delivered in the ring.
Delivery came first. His words simply fast tracked the legend.

Now to your marketing: First, look after your customers at store level. Second, tell the world how good you are. It should always be exceptional customer experience first, advertising second.

And when writing your ads, ask yourself this question. "Can my in-store or online experience consistently deliver my advertising promise?" If it can't, don't say it.

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