10 Things Never to Do in Your Advertising: Number 1

Never Promise Everything You Plan to Deliver

Leave something to become the delight factor.

That unexpected, extra bit you deliver “because we love you” will go a long way toward helping the customer forgive and forget any areas where you may have fallen short.

 (By Roy H. Williams, the Wizard of Ads. Roy teaches the art of persuasion at Wizard Academy, a non-traditional business school... a school for the imaginative, the courageous and the ambitious. You should visit.)