I remember taking my wife shopping for a new dress to a big brand store. After endless trials, she finally picked one she really liked. I thanked my stars and quickly guided her to the payment counter. But before I could draw my wallet, she picked up the dress and stared at it. It had a small, almost invisible tear. One look at her face, and I knew that I was going to miss the live cricket telecast. I slipped back my wallet with a sigh and followed her to the dress section again. But I couldn’t really blame her. How many times have we found that perfect thing only to have a minor defect derail our plans?

It is the same thing with marketing. Companies make big plans, bring in the experts, allocate lavish budgets and then bungle on the small details. For instance, a computer manufacturer goes all out to promote a new launch. They run an extensive media campaign and apart from other things, promise a free set of accessories. However, at the time of the actual sale, only some of the dealers have received the accessories. If we think about it, an accessory worth a few hundred rupees should not drive the decision to purchase an item worth more than fifty thousand rupees. That makes sense, right? Wrong.

When any company markets, the small things can often serve as an anchor that drives the final decision. Another example I can site is the time my parents decided to buy a new car. But when they reached the dealership, the colour they wanted wasn’t available despite it being advertised. So even though everything else was perfect, my parents decided that they didn’t want to buy the car. When companies set expectations, it is their duty to take care of the smallest details. As someone wise has said it is always better to under promise and over deliver. And that can only happen through focusing on the details.