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Over-Promising and Under-Delivering

Over-Promising and Under-Delivering

Posted November 16, 2010 by Jerod Clark

Apple started out the week with a simple message on their website.

The promise: “Tomorrow is just another day.  That you’ll never forget.”

Instantly, tech blogs and main stream media outlets started speculating about what the big announcement could be.  There’s a good chunk of people who get really excited about Apple announcements.  Steve Jobs’ press conferences become headline news.  New products become online fodder.  And this cryptic message got people dreaming.  The most popular speculation was that Apple was going to move iTunes into the cloud.  Basically, the hope by many was that your music and video library would live online and you could access it and sync your favorite Apple product wirelessly wherever you were.  This rumored major change became the hope of many who were told they’d have a day they’d never forget.

The delivery: “The Beatles.  Now on iTunes.”

Waa-waa-waaaaa.  I’m completely underwhelmed.  I like the Beatles, but I will forget today.

I think we often fall into this trap as churches.  We’ll send out a postcard guaranteeing true life transformation.  Or we’ll promote a Christmas event as the best live nativity ever when, in reality, there’s only one live animal.  I mean, everyone knows there’s a five-animal minimum to a great live nativity—unless there’s a camel, in which case you only need two other pieces of living nature. 

But seriously, we can fall into this trap because we want people to come to our churches so badly that we’ll stretch the truth.  I urge you to be realistic when you’re promoting something.  Better yet: under-promise and over-deliver.

Filed under: Communications, Marketing, Advertisements

About the Author

Jerod Clark

Jerod joined ReFrame Media in 2007 and built Church Juice from scratch. He poured all his passion for branding, marketing, and messaging into the ministry, publishing e-books, blog posts, and speaking at conferences to help churches energize their communications. He also served as ReFrame’s in-house graphic designer. Before beginning his work at Church Juice, Jerod was a local TV news reporter. In 2016, Jerod stepped away from the ministry to pursue interests in marketing and communications on new horizons.

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Comments (1)

  • Jack Schull
    11:58 AM
    Tue, Nov 16, 2010

    Good reminder! Juke and Jive is best on the football field, not from the Church. Over deliver and shadow the humble hype.

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