Written by: Vickie Sullivan | June 16, 2020
How Setting Expectations Captures Buyers’ Attention
Many of us who have years of experience feel compelled to write about what’s “really going on.” And if we’re lucky, an elite site will publish our perspectives. One example is this realistic review by veteran professional speaker Thomas Koulopoulos: So, You Want to Get Paid to Speak In-Person or Online? Here’s How.
Let’s move past Koulopoulos’ recommendations, though, and look at the expectations he set up. The question you should ask: How can you use expectations to your advantage?
Why setting expectations helps
Setting expectations does two very powerful things:
• Creates a bridge between the unknown and the familiar. The good news about being unknown is people have a neutral opinion about you. You’re a blank slate. But people need to be convinced of your experience and skills. Describing your expertise as this author did gives readers reason to believe his ideas. Expectations based on credibility pave the way for people to agree with your ideas.
• Focuses the attention. The best role of expectations is in framing the issue around your ideas. Koulopoulos did this by distinguishing between giving a good speech and the business of speaking. His focus on the latter shifted the attention away from the common “just give a good speech” idea towards more practical aspects. When you set criteria for what success looks like, you focus the attention on what you do best.
Listen: How Setting Expectations Can Backfire
Setting expectations is a major tool for your brand strategy. They create points of comparison and ensure you appear as competent as you are. Like any other tool, though, the tactic can backfire if not used strategically.
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