If you don't have 10% returns then you aren't tryin!

> Opinions have Everything to do with it...

> To quote your quote... "One of the
> symptoms of not doing a good marketing job
> is when most people feel they got a better
> product and value than they thought they
> would."

> Meaning: you under-promised and
> over-delivered.

> And Joe says THAT it bad marketing.

> The implication being... it is better to
> over-promise and under-deliver because you
> will make more sales.

That does not have to be the implication...the fact Joe is pointing out is that if you under-promise and over-deliver a great many people will not realize how great your product is. Thus they won't derive the great things your product delivers. They don't buy because your marketing is weak. You haven't flagged as big an audience as you could have with better marketing. In essense you've robbed the customer of the joy/benefit/excitement of owning your product because they don't realize (or realize enough) that your product is right for them.

What the Joe's message is: "Promise just as much as you deliver!"

Michael, after spending the last 20+ years marketing a wide variety of products and businesses I can tell that most businesses suffer from under-promising and over-delivering rather than the other way around and that's why they aren't as profitable as they should be. The companies that do it the other way (the illegal, non-ethical way) aren't in business very long. I think Joe's longevity speaks volumes.

Take care,

Mike Winicki