Sabri Suby answers a viewer question and rejects the conventional advice to "under-promise and over-deliver." He argues that in a noisy marketplace under-promising fails to attract clients; instead, businesses should make an outsized, attention-grabbing promise (an irresistible "godfather" offer) and then engineer systems to reliably over-deliver (example: guarantee 10 leads but deliver 30). He notes this won't work for every client but should be made predictable where possible. The clip closes with a lockdown-in-Melbourne sign-off and a channel CTA.
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This week on hey Sabri, I'm going to be answering and I'm going to butcher your name, homeboy. But I'm sorry, Jakrapatra Lua Watana. You've written hey Sabri, as a student of people yourself, in what ways, if you are just starting out, would you crafted your godfather offer to ensure you also over deliver? My solution to that is to under promise. How do you usually over deliver results for your clients? It's a great question and you're following bad advice. The old adage of under promise and over deliver is the war cry for the poor. And what I mean by that is that, you know, in a marketplace where there is so much noise and there is so much going on and there is so, you know, people are being bombarded with so many different types of offers that if you under promise then you simply just won't ever get a client. So I'm big on, you know, over promising and then way over like 10x over delivering on that. So you need to make something that's like, you know, a very outrageous promise to get your prospects attention in the sea of noise and this chaotic cold war for attention that we're currently in. And then you know, that needs to be really enticing by itself. And then you got to engineer your offer so that you can over deliver on that offer. So you know, it might be that, say for instance, you're a Facebook marketing agency and no one's saying that like that they can guarantee any type of outcome. You might guarantee a certain amount of leads as your outcome. Automatically that becomes a very enticing offer because you're over promising for something that your marketplace don't do. They're like, you just give me the money and I hope that it will work out for you. And then you might say with that client that you're going to guarantee them to at least get them 10 leads in a month. And then you'd be very accustomed to their business, their industry, their niche and what kind of funnel that you would run to that. And then instead of delivering them 10 leads, you might go out there and deliver them 30 leads. So you really want to first think of a godfather offer that is irresistible in your marketplace and then you want to think about, okay, this is irresistible to them. And then how can I just go way over and atop and just completely over deliver and then try to make that so it's just a system, right? It's predictable and it's consistent and it keeps doing that. It's a very difficult thing to do in marketing, and you're not going to be able to do it for every client. But you want to organize a system where more often than not that that outcome does happen. I hope that helps you. Hey, guys, we're coming to you from lockdown in Melbourne. If you enjoyed this video, please like and subscribe. And subscribe. Share it with a friend. We're dropping a video like this every day on YouTube and I will see you in the next video.
