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I first learned the concept of under-promise and over-deliver from a trusted mentor way back in my twenties. It turns out to be an aphorism.
Aphorisms, like clichés, are those pithy, often overused observations that contain a general truth, like, “if it ain’t broke, don’t fix it.” I mean, it makes sense, right? If you set expectations low and then over-deliver on those expectations, your clients will think you are a superstar. Right?
Full disclosure: I have subscribed (past tense) to the under-promise and over-deliver philosophy proudly for most of my career. Much of what I learned when I was younger, if it made sense and didn’t cause me any harm, I kept as a working policy or philosophy. However, the world does evolve, and being open to things that are not exactly as we assume them to be is a fundamental ingredient of creativity. So I make it a habit to challenge what I know and what I believe.
The more I evaluate this concept, the more I become aware of its shortcomings. So I have done some research and, sure enough, there is a lot of research, both psychological and business-related, that shows that while this is a well-intended idea, it is ultimately a poor practice that can actually harm your business and client relationships.
Does Under Promise and Over Deliver Really Work?
To answer this question, we need to examine how people — our customers — determine their level of satisfaction with our work. For this conversation, the word “customer” doesn’t have to mean you are making money. It simply means that you have agreed to photograph someone and deliver the resulting photos. That makes them your customer.
For photographers, customer satisfaction is much more challenging than it is for, let’s say, a plumber. If the plumber fixes the leaky faucet at the agreed-upon price in a reasonable time period and is polite and doesn’t leave the house a mess, they will generally have a high customer satisfaction rate. The plumber lived up to their promise, and the perceived value of that service was relatively high because the client had an immediate need.
The challenge for photographers is that while we have the same need to negotiate pricing and terms, our personality and how we treat our clients are definitely factored in. But the end result — the photographs — is not something that has a black-and-white definition of good or bad. For the plumber, either the leak is fixed or it’s not. For the photographer, the product requires creativity, which is something that is viewed emotionally and subjectively. Not everyone sees it the same way.
Additionally, the demand for photographs is generally not as urgent as the need to repair a leaky faucet.
Don’t Forget Personality
I mentioned personality earlier as part of the customer satisfaction equation. This cannot be overstated when it comes to photography. Research has shown that looking at a photograph, even years later, can trigger the same emotional responses that occurred when the image was taken.
It’s called nostalgia. A large portion of the concept of customer satisfaction, when applied to photographers, is built on the experience of working with that photographer.
- How well did the photographer communicate?
- Was the photographer personable?
- How did they make the client feel?
- Did the photographer provide excellent customer service?
- Was the process easy?
All of these factors impact your client’s emotional response to your finished work.
A Look at Under Promising
Now that we’re clear on customer satisfaction, let’s start with the idea of under-promising. If you’re in business to make money, this is a risky proposition because you are lowering the perceived value of your work by promising less. By promising less, you risk coming up short against competitors who are smart enough to promise more because they are willing to consistently put in the hard work to deliver more and maintain high customer satisfaction by delivering what they promise in a way that is emotionally satisfying.
Many photographers would still argue that under-promising is an excellent strategy. By under-promising, they potentially have fewer customers, but their customers are easier to satisfy. Satisfied customers will generally share great word of mouth and tend to be more loyal.
Short-Term Customer Satisfaction
Here’s the problem with that thought process: it doesn’t account for the “short-term customer satisfaction effect.” Customer expectations change and evolve with every transaction. Even a customer who starts very satisfied will eventually be “just satisfied” because their expectations will increase as the photographer continues to over-deliver.
Consider this analogy: a child’s allowance. If the kid gets typically $10.00 per week and then one week the amount is increased to $25.00, that kid will be ecstatic. But if the allowance remains $25.00 per week, they’ll become accustomed to that amount and be “just satisfied” rather than ecstatic.
If you work with a new client, promise less and then deliver more, you set the bar high by going above and beyond expectations. Now you’ve made it harder to satisfy that client in the future because their expectation is that you will always go above and beyond. Research has proven that each time you meet the expectation of going above and beyond, your customers’ expectations will continue to increase, leaving you with “just satisfied” customers.
This isn’t practical. Under promise and over-deliver is not sustainable. It’s like a drug: a short-term high that becomes addictive and impossible to maintain.
The Psychology of Trust and Consistency
Consistency is the cornerstone of building trust with clients. When a photographer delivers exactly what they promise — nothing more and nothing less — it creates a sense of reliability. Trust is not built on surprises; it’s built on meeting and managing expectations consistently over time. Clients want to know they can depend on you to deliver high-quality results without relying on gimmicks or constant over-delivery.
This consistency fosters loyalty and creates long-term relationships. When clients trust that you will do what you say, they are more likely to return for repeat business and recommend your services to others. Over time, trust outperforms the fleeting satisfaction of over-delivery because it creates a dependable reputation.
Highlighting the Cost of Over Delivery
Over delivery might seem like a good way to impress clients, but it comes at a cost. Consistently going above and beyond can:
- Increase Workload: Over delivery often requires more time, effort, and resources than planned, which can lead to burnout and decreased efficiency.
- Lower Profit Margins: If you’re delivering more than what was agreed upon, you may be sacrificing time that could be spent on other paying clients or projects.
- Create Unrealistic Expectations: Each instance of over delivery raises the bar, making it harder to meet client expectations in the future without further overextending yourself.
- Prevent Scalability: If your business grows, over delivery becomes unsustainable. What works for a handful of clients won’t scale to a larger client base.
By sticking to your promises and delivering high-quality work, you can avoid these pitfalls and create a sustainable business model that protects both your time and your bottom line.
Comparing Perceived Value vs. Real Value
Perceived value is how your client feels about the service you’ve provided, while real value is the tangible quality of the work delivered. Both are important, but over delivery often skews the balance in favor of perceived value at the expense of real value.
For example, a photographer who consistently provides free extras may create a high perceived value in the short term, but this can lead to clients undervaluing the core service. The key is to focus on enhancing perceived value without diminishing the importance of the real value you bring.
Actions like communicating clearly, being personable, and delivering exactly what was promised elevate both perceived and real value. By ensuring the core deliverables are of the highest quality, you maintain the integrity of your work while creating a positive emotional experience for your clients.
The Alternative to Over Delivering
The solution is simple and effective. It requires minimal effort and generates excellent word of mouth while leaving your clients feeling valued. The trick is to take some snapshots during your shoot.
Yes — snapshots. Not epic photos, just fun, behind-the-scenes shots that could be taken with your phone. Make it quick and make it fun. Then, give these photos to your client for free within a few hours of the shoot.
When you give them the photos — unretouched and casual — tell them, “I thought you might enjoy these. Feel free to post them on social media, but just tag me and mention that they are behind-the-scenes shots.” This approach lets them share the experience and builds suspense for the finished images.
What About Models?
You might be thinking, “My models already take selfies during shoots and post them. How does this help me?”
Here’s the thing: I don’t allow models or clients to take selfies during shoots. I’m not mean about it; I explain why. I tell them that I don’t want people to see the makeup and hair without proper lighting because it could reflect poorly on my makeup artist’s work. Then, I go out of my way to provide something even cooler than selfies.
I take fun, behind-the-scenes shots myself. These include boomerang videos, funny faces, or creative angles. I always do a group shot with myself, the model, and the makeup artist. It’s quick and low effort, but it’s become a discipline for me.
The Last Frame
This is a win-win scenario. All clients enjoy having cool behind-the-scenes photos, even corporate and advertising clients. This approach allows you to stick to your promised deliverables while exceeding expectations in a way that builds positive relationships and great word of mouth.
This isn’t a replacement for delivering high-quality work on time. It’s a way to set realistic expectations and exceed them creatively, leaving clients with memorable experiences that drive return business.
As the world evolves, so do methods that were once considered gold standards. Sometimes, they’re just tarnished brass. Your challenge as a creative is to evolve and find better ways to do what you do. When you stop evolving, you become a dinosaur in your field — and we all know how that works out.
It’s time to focus on quality work and a great client experience, leaving under promise and over deliver to the history books.
Now, go pick up that camera and shoot something! Because – “Your BEST shot is your NEXT shot!” — Joe Edelman
