Advertising – Under promise, over deliver

Posted on August 7, 2012


When playing with advertising copy, there is great temptation to over promise.

It’s easy to fool your customers and promise what you think they want. It’s easy to write an extravagant headline, to grab the attention of the naives. You might get a booking out of it.

But it is not so easy to manage your perceived value without going for the full monty.

Surprise is what triggers positive comments. Satisfaction is not about meeting customers expectations. That’s a given.

Under promise, over deliver. Be humble. Be suggestive. Hold your best cards.
Your customers will love you for it.

Fabrice Burtin – August 2012