Making promises

“Is that what marketing is all about?

I think so.

Make promises and keep them.”

So writes Seth Godin today.

He adds…

“It’s very easy to overpromise. Tempting to shade the truth a little bit, deliver a little bit less to save a few bucks. Who will notice?”

Challenge: Fill in the word at the end of this sentence:

The best way to generate word of mouth is simple:______?

Check if you guessed right, at the end of Seth’s post here

About the author

Kim Klaver


  • Hi kim,

    This is one of those ‘dah’ things. Most would pick the correct answer out of a multiple choice line up, but very few practically apply it. I am not sure why; the lust for the sale, the tendency to exaggerate, or upline coaching ?

    Here is a great example that occurred to me recently. I am attending a briefing of a three year old company and hearing that their top earner, a former High School teacher and basketball coach is now earning a 1/4 million per MONTH. Kim, you may recall me talking with you about this. You suggested a look at the check and make sure it wasn’t a photoshop version. Well a couple of weeks later a copy of this guys check shows up as an attachment in my email box. “Future checks- In case you need any further motivation, check out this copy….”.

    Well the copy was 6 figures for a month, but not even 1/2 of the previously stated earnings. I sent the gal an email and asked her if she was *proud* to flash income promises like this and if I could have the change. She has yet to reply to my questions.

    FYI: this former coach was the first distributor with this company and his pin level makes up .06% of the distributor body which averaged $818.47 on their 1099’s for 2006.

    So New Schoolers, we have a lot of work to do. I asked the gal that sent me that email what she was going to tell her friends when they complained that they weren’t making 6 figure monthy incomes after 18 months with the business. I think she is mad at me.

    Underpromise and __________,
    Tom Doiron

  • Darn, I answered before I read it, oh well…. Of course the answer makes a lot of sense. In this day and age, people aren’t expecting much from people because it seems that everywhere you go, people just don’t seem to treat others very well. When you go above and beyond what people are accustomed to, you certainly do stand out from the crowd and that most certainly does get you noticed.

  • Underpromise and overdeliver is definitely the mindset of our company. In fact, I’ve said that exact thing recently in posts.

    Unfortunately, most mlmers feel they need to overpromise and underdeliver because that way they get their “signup bonuses”. They don’t care if people stay or not.

    Sad, but true.

    But, thanks to the New School teachings, those of us here know that we need to underpromise and overdeliver.

    Great post, Kim.


  • I understand and appreciate the idea of overdelivering on promises made to consumers.

    But what might this mean about the “no promises, no problems” mantra on Network Marketing Central?

    We’ve discussed certain business issues associated with network marketing companies. But with products also, so many companies’ allusions to increased health or other implied results exceed the science trumpeted on their web sites.

    This makes the public very wary — even more suspicious of products associated with network marketing companies than they are of those associated with ‘regular’ FDA reviewed companies (such as Pfizer and Wyeth, for instance).

    In my view, both regular drug companies AND NM ones have lost trust with the public — but the loss seems disproportionately larger with NM. This is uncanny to me, since people can die with even appropriately prescribed ‘products’ from the pharmaceutical industry.

    There are certain things for which no promises can be made, and certain others that need to be substantiated and ‘overdelivered’ on before they are ever spoken or written about. Perhaps it’s time for the network marketing industry to become more authentic in all ways — and I believe this can happen gradually. Each company is, after all, made up of people who can adopt and embody ideas like Seth Godin’s. But mine is only one opinion.

    Take care,

  • In the network marketing industry has been built on a lot of hype – over promise and sometime no deliver. As a result, the fault is always with the client because they are not responding to what the products should do.

    In the biz, it is common to hear that you should earnxxx in x months. If it does not happen, it is the problem with getting people with the biz.

    The worst come in when upline has only one way to find people to come into the biz. There are no choice ROM.

    Not wonder people run always when they hear MLM

Leave a Comment