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August 7, 2009 / jasonpinto

Honey, I’ll be home

Alright, it’s Friday morning, and you’re getting ready to leave for work. Let’s say that you have a big social engagement to attend to that evening.

Before you walk out the door, you utter these famous (last-) words: “Honey, I promise. I’ll be home at 5:30”.

Now, you may have the best intentions to leave the office that afternoon.. But things come up, and they don’t quite go according to plan.

If you get home at 6:30, you’re in huge trouble. Even if you get home at 5:38, well, you might have some explaining to do.

How does “Honey, I Promise” Relate to Marketing

A huge part of a successful marketing effort involves results. But before that, marketers have a very important job — that is, to set proper expectations for their sales team, management, or (if they are a marketing service provider) their clients.

If we set expectations of amazing results, it may help us get the green-light on moving forward with a marketing campaign.

But in the end, we have to account for what we promised.

The Desired Result is Not All There Is

Going back to the “honey, I’ll be home” story – if we do get home at 5:45 or 6, we may still get to the evening’s social engagement in time. That may seem like the ultimate desired result. However, because we set up expectations that we could not reach, disappointment may be in the air.

Yes, a marketing campaign may drive a high number of qualified leads to the sales team. But if it’s less than what we promised, we will have people that are less than thrilled.

So…. always keep moving forward in developing creative and successful campaigns. Be excited when you present those to people! But never forget — unreachable expectations can rain on your fun.

Be optimistic…. and realistic.

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