Seth Godin sums up the open secret of great marketing like this:
“Make big promises; Overdeliver”
Make big promises – “…treating people with respect, improving self-esteem,
delivering results, contacting as often as you say you will but not
more, including side effects in your planning, delivering joy, meeting
spec, being on time, connecting people to one another, delivering
consistency, offering value and on and on. Caring. The stories involved
in your promises matter. That’s often what people are buying.”
Overdeliver – “doing more than you said you would, which is the secret to word of mouth.”
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