I was reading Seth Godin’s blog this morning and this stood out to me:
When you sell unlimited hope…
then all news is bad news. That’s because news is fact, what happened, not hope, and the truth can’t possibly be as good as the hope was.
The problem with marketing promises that spin out of control, that pile expectations on top of dreams, is that when reality appears, when the quarterly numbers or the new policies or the final product arrives, it will inevitably disappoint.
This is the challenge of the Kickstarter artist, the growth stock CEO and the well-published author. Dreams are irresistible, but they will never match reality when it finally appears.
The desire to promise the world is nearly uncontrollable sometimes. If you do this then everything will be alright. If you follow me, then life will be better. If you buy my new CD, it will change you forever.
Chances are, even if they are beneficial, they will not meet the expectations put on them. The old proverb says, “For though a righteous man falls seven times, he will get up again.” We get better though the journey, through mistakes and through failures.
Next time you’re selling something, consider whether your product is promising the world or supporting the journey. And consider which one will benefit your customer for the long haul. Which one will bring them back over the years?