We’re pleased to present an excerpt from our monthly insight brief, courtesy of our marketing sherpa, N.L. Hohns.
A Marketing Maxim for 2010 and Beyond: Promise and Deliver
Under promise and over deliver – how many times have we heard that statement in the last several years? Managers include the advice in directives to their sales force, it’s emblazoned on motivational posters in corporate lunchrooms everywhere and legions of marketers and business people proudly claim it as a hallmark of their business. Many even thank management guru Tom Peters for the best business advice they’ve ever received. But, in light of the uncertain business climate we face in 2010, his famous quote “Formula for success: under promise and over deliver” may require a little tweaking to become even more relevant and more meaningful.
Just how does a company, an institution or an organization that has something to promote get to the truth about its products or services and encourage the intended audience to respond favorably? Here are a couple of strategies from our monthly insight brief that will help you deliver on your promise and brand your business for long-term success.
1. ESTABLISH REALISTIC EXPECTATIONS.
Do not create expectations that cannot be met. Do not project unrealistic or deceptive performance results. Do not promise what you cannot deliver. Broken or unrealistic promises will generate ill will and disappoint your customer.
2. BUILD PROMISE AROUND YOUR UNIQUE VALUES/CAPABILITIES.
To build trust, integrity and maintain loyalty your promise must be unique, compelling and believable.
Visit our website to read the entire brief.