a single source, nothing corroborates it
Set an ambitious promise, then beat it
Under-promising to stay safe wastes the attention the promise was supposed to buy, while over-promising loses the customer once. Aim high enough that the stated goal pulls people in on its own, then deliver something larger than the thing you named, which is the shape of every story that gets retold.
The method
- 01
Set an already ambitious promise and then beat it. Kahl reads the original Star Wars this way: the stated goal is rescuing the princess, the payoff is destroying the Death Star.
Sources
- Managing Expectations: Making Good (on) Promises. – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · What Makes a Good Promise · 2022-04-28
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected