Make Marketing History

The views of a marketing deviant.

Sunday, June 15, 2008

Under-Promise, Over-Deliver.


Only make promises you intend to keep. If people see you failing to do so, they won't believe the next promise and they'll act accordingly.

2 Comments:

Anonymous Tom said...

You try running a production line where everyone is under - promising John.

This works fine - for the self interested.

Otherwise I find it a bit cynical.

Otherwise it works for the customer too - but it's like some sort of secret marketing code to artificially make them set their expectations low.

But it's not as bad as OVER promising - there's nothign worse than that (except maybe broken galss in your Kit e Kat.

8:56 AM, June 16, 2008  
Blogger john dodds said...

Under is only a relative term Tom. The absolute level has to be as high as you can make it.

2:15 PM, June 16, 2008  

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