Promises delivered

You buy a smart phone.

It promises productivity tools and a reliable streaming audio player.

It promises the status that comes with buying an expensive consumer product.

And, of course, it’s promises an easy to use and wireless mode of communication.

B2B products and services typically promise something that will either save time or save money.

And stage acts (be they musicals, three ring circuses or comedians) promise laughs, awws and bravos.

Point is, everyone is in the ‘promises business.’

Knowing the promise you’re making is the first step of good marketing (and good business).

Overdelivering on it is the second.