---
title: Under Promise, Over Deliver
description: Great positioning, messaging and copywriting is a dance.
image: https://www.tackgtm.com/hubfs/4O4A8386-X4.jpg
---

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# Under Promise, Over Deliver

Great positioning, messaging and copywriting is a dance.

[Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens)

 Feb 11, 2025

---

There's a pervasive problem with a lot of the AI tech messaging and positioning these days. 

Companies are over promising and under delivering. 

Claiming that AI can solve everything. Ha! Half joking. But there are many wild claims out there that say, 'fire your SDRs and hire this AI SDR and you'll get 200% more leads.'

Yeah, right....

Great positioning, messaging and copywriting is a dance. Promising enough and saying it in a way that resonates and gets attention, but without over promising. 

Messaging and positioning that over promises and under delivers hurts everyone. Sales, marketing, customer success, and the overall brand. 

Just please don't do it. 

## Similar posts

<https://www.tackgtm.com/blog/audience-engagement-optimization>

### [Audience Engagement Optimization](https://www.tackgtm.com/blog/audience-engagement-optimization)

The process of creating and engaging an audience to deliver value to its participants.

 Mark Kilens  Mar 4, 2025

<https://www.tackgtm.com/blog/a-people-first-company>

### [A People-first Company](https://www.tackgtm.com/blog/a-people-first-company)

I've been thinking a lot about what it means to operate as a people-first company.

 Mark Kilens  Mar 7, 2025

<https://www.tackgtm.com/blog/person-optimization-vs.-channel-optimization>

### [Person Optimization vs. Channel Optimization](https://www.tackgtm.com/blog/person-optimization-vs.-channel-optimization)

A shift is coming. Do you feel it?

 Mark Kilens  Nov 12, 2024

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