The single biggest mistake that can be made in advertising is to make a false promise. If you raise someone's expectations, and then fail to deliver, they will never trust you, and you have lost a potential customer - and they will tell others.
The way to avoid the mistake is to make a realistic promise - and deliver what you have promised and more. Think of what used to be called a baker's dozen - 13. When a customer ordered and paid for a dozen buns, or whatever, the baker would add an additional piece as a bonus, and the delighted customer would come back again. So:
1. Promise only what you are sure of delivering.
2. Always deliver what you promise, and more if you can.
3. Go the extra mile to keep your word and build your reputation.
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The single biggest mistake that can be made in advertising is to make a false promise. If you raise someone's expectations, and then fail to deliver, they will never trust you, and you have lost a potential customer - and they will tell others.
The way to avoid the mistake is to make a realistic promise - and deliver what you have promised and more. Think of what used to be called a baker's dozen - 13. When a customer ordered and paid for a dozen buns, or whatever, the baker would add ...more
