Make A Promise

It was one of the best pieces of business-building wisdom that I had ever heard. Short and sweet, this advice should be followed by every business owner, both online and offline.

We were sitting in one of the first Mastermind meetings that Bedros Keuilian and I had ever done together, and Bedros had brought in our friend Paul R. to share what was working in his business.

Paul is a successful marketer in the baseball training niche and used the above wisdom in his simple formula for lead generation. After Paul showed us his detailed email strategies for converting prospects into buyers and buyers into repeat buyers, he then showed us his landing pages for generating new leads.

“We make a promise on this page and keep the promise on the next page,” Paul said. “That’s a formula you must follow in all areas of your business,” he added.

MAKE a Promise. KEEP a Promise.

It’s great advice.

And it should go without saying.

But sometimes marketers try to get too sophisticated and end up making promises that they can’t keep, whether it is in their sales copy, emails, videos, or products. Don’t make that mistake.

Instead, follow that simple formula.

When you don’t follow this advice, you only end up with angry, disappointed, and unhappy customers that won’t be afraid to spread the word about your empty promises.

On the other hand, no matter how hard it is to fulfill on your promises – even when things seem like they are out of your control – you have to go the extra mile.

For example, last Christmas at our Toys for Tots event, I promised Matt Smith that Team Turbulence would buy a certain $$$ amount of toys.

Unfortunately, despite spending 30 minutes on the phone with my credit card company prior to the shopping trip, all of my cards eventually got cut off. But I had made a promise and so after a few urgent calls, everything finally worked out and I hit my numbers.

But more importantly, I told Matt that our shopping group would hit $25K. After tallying up our purchases, my group(which included my best buds Jason Ferruggia and Bedros Keuilian and family, as well as ETR Mastermnd members Shaun Hadsall, Ryan Colby, Christine Lewington, Dr. Jack, Dr. Sohal, and a few others) had only reached $24,200.

But then something amazing happened.

Knowing that we had made a promise to Matt, we all turned and marched right back into the store, and everyone chipped in again with another cart. (Random Note: You can get $400-$600 worth of toys into a Wal-Mart shopping cart, and that’s a LOT of toys.)

Good times.

By the time we were done keeping our promise to Matt, we had jumped up above $26,000.

We delivered.

And it was worth it, not only for the all of the kids that had a better Christmas, but to see the Marines that run the Toys for Tots drive so appreciative of our efforts.

And while Matt’s group still beat us – we had to make it a competition, of course – our collective ETR toy drive CRUSHED our original goal of $50,000.

It was a great day. Everyone was happy and satisfied. All thanks to the formula:

Make a promise, keep a promise.

It’s so simple.

Let it guide you to success,

Craig Ballantyne

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