In the race to impress customers, many brands fall into a dangerous trap: promising super-fast delivery they can’t always guarantee.
But the truth is, most customers are okay waiting, as long as they’re told the truth upfront. When you over-promise and under-deliver, even a slight delay can feel like a betrayal. Flip the script. Under-promise and over-deliver instead.
Why it works:
- Sets realistic expectations from the start
- Reduces customer complaints and refund requests
- Creates positive surprise moments if it arrives early
- Helps build trust and credibility in your brand
Real Example: Paperchase
When ordering from Paperchase online, the brand gives a clear, honest timeline:
“Standard delivery takes 3–5 working days, but during busy periods, it may take a little longer.”
No fluff. No false promises. Just a transparent, customer-first message. And when the product does arrive early (which it often does), it feels like a small win.
Even in post-purchase emails, their tone is casual but honest:
“We’re packing your order now. It’s not magic, but we’re moving as fast as we can.”
This kind of tone not only reduces the pressure on your ops team but makes customers feel like they’re in the loop and being looked after.
You Can Steal This Copy:
We aim to deliver in 5–7 days.
But if it shows up earlier… you can call us magic ✨
We’ll keep you updated every step of the way.
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