When promises get in the way of good word of mouth

07/22/2010 | Seth Godin's Blog

Word-of-mouth marketing can be fraught with danger, according to Seth Godin. Customers talk about you when you've surprised and delighted them, but it's hard to surprise a customer when you've already promised them the moon, he notes. Still, there is one time when it's easy to provide an upside surprise: When you're recovering from a failure, Godin writes.

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