Why didn’t you make it bolder?
Bold promises are a competitive advantage. Too often, though, we leave that advantage to the bullshitters.
Bullshitters don’t care for keeping their promises. They care for getting the deal. And so, they will make whatever promise their customers need to hear to close the deal, the bolder the better. These marketers are super creative at coming up with excuses why they couldn’t keep the promise. For them, it’s about the deal, not the promise.
And yet, it’s who you have to compete with. The good news is this: When you make bold promises, you care to actually keep them. Instead of being creative with excuses, you get creative with keeping them.
Honest marketers often struggle with making bolder promises because they are not 100% sure to be able to keep them. The problem is when you keep this 100% in your comfort zone.
So, here’s a challenge: Which promise can you make outside of your comfort zone? What would need to be true so that you can be sure to keep it?
