Deliver What Your Marketing Message Promises

When was the last time you got an e-mail, read a flyer, watched a television commercial or got excited about any marketing message only to think, "This is it?" when you got the product? It's an experience we all have faced before. How does that make us feel about the person or company who delivered the message?

The same is true when we create our own marketing message. We need to make sure that we are delivering what our message claims to deliver. When we don't, we will sacrifice our credibili...