“NOOOOOO”
I was taking a 10-minute break, gobbling down my dinner, when Tracy shouted from across the room.
I spun my head just in time to see…
The little demon flipped her spoon into the air, hitting the ground and splashing food all over the floor.
THEN
She let out a wicked little smile, showing you that she did it on purpose.
She knows how to eat properly. She knows we don’t allow her to throw her spoon. But she makes a mess every time.
That’s the most annoying part.
The gap between “expectation” and “actual behavior.”
(If she were 6 months old, knowing nothing, then it would be much less annoying)
This frustration reminds me of a recent experience with a prospect.
The prospect sought help creating a 15-day promotional event in August.
AOV = 70 buckaroos
List size = 64,000 active profiles
Revenue goal = 250k
This means they are aiming for a 5.6% conversion rate, making almost $ 4 per subscriber in 15 days.
The problem is…
They only achieved 125k in a month of BFCM promo last year, and they want to double the sales in August with an inferior offer.
Now, I get it.
Businesses will always have revenue goals.
Additionally, I have numerous weapons in my arsenal that can maximize campaign revenue.
BUT
In my experience, starting a project with such a high “expectation” is bound to stress out the team… resulting in a messy splash on the floor.
This is NOT a great place to start.
Under-promise (and over-deliver) isn’t just a strategy for excellent services… or maintaining sanity while taking care of a baby…
…it’s also a better mindset for planning promotional campaigns.
Talk soon,
– WYH