Marketers Make Promises. Why Make Promises You Know You Won’t Keep?

A customer will very quickly leave the company that gives empty promises and makes no effort to correct the resulting unsatisfactory outcome. They are not available for time-wasting nonsense. You’re looking for a version of a customer that doesn’t exist anymore.

The point is that, whenever we propose a solution to a problem, we ought to try as hard as we can to overthrow our solution, rather than defend it. Few of us, unfortunately, practice this precept, but other people, fortunately, will supply the criticism for us if we fail to supply it ourselves.

Therefore, always remember that it is impossible to craft marketing copy in such a way that the promise cannot be misunderstood: there will always be some who misunderstand you. The goal, therefore, is to minimize the misunderstanding.