What is it?
If you’ve ever ordered something from the internet and it arrived bigger or smaller than expected, then this is for you. Size expectation is all about minimising surprises by pointing out how “big” your deliverable is.
Why does it work?
It works because the physical size of something (or the scope of an offering if it’s a service) can disappoint or surprise a buyer. As they will find out anyway just how big or small something is, it makes sense to tell them at the earliest opportunity to avoid unnecessary issues.
How can you use it?
If you have physical products, then communicate the size in terms of actual measurements and imagery that shows equivalence to everyday objects.
If you have a service, be sure to communicate how much access a client gets, or times of availability so they understand just how “big” your service is before they buy it and maybe then have buyer’s remorse.
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