When a customer uses your goods or services they are telling themselves a story that they have made the right choice.
Your job as a marketer is to give them evidence to support this.
A great example from Google Chrome:
When you install the Google Chrome web browser it detects what kind of device you are using and automatically diverts you to a video with instructions on how to set Chrome up as your default web browser.
Chrome has answered your question before you’ve even had time to ask it.
“How smart is that! I knew Chrome was the best!”.
What opportunities do you have to reinforce your customers they have made the right choice?