How to Undersell and Overdeliver
We’ve all met them. The person who tells you they’ve found the only marketing firm worth hiring, developed the greatest product ever made, or bought the best (fill in the blank!) They speak in absolutes and hyperbole. They radiate certainty. And yet, instead of convincing us, their words plant seeds of doubt.
Why? Because the moment you speak in absolutes, most people stop believing you. The higher and more definitive the claim, the more it feels like an overreach. Overpromising—even with good intentions—almost always backfires.
The smarter, quieter alternative is to undersell and overdeliver. It’s a strategy rooted in humility, realistic self-awareness, and one often-overlooked skill: being approachable.
Approachability is the quality that makes people feel comfortable sharing their perspective, asking questions, and engaging with you—whether they’re a potential client, a colleague, or a close friend. When your words invite rather than declare, you open doors instead of building walls.
The Trap of Speaking in Absolutes
When you declare something “the best,” you’re setting a nearly impossible standard in your listener’s mind. Anything short of perfection feels like failure, even if what you delivered is objectively excellent.
This isn’t just about marketing. It’s human psychology. Expectations rise to match the size of your claim, and when you set the bar too high, you risk an inevitable shortfall. Worse, frequent use of absolutes trains people to discount everything you say: They always talk like that. I’ll believe it when I see it.
And in personal life, absolutes can shut down connections. If you announce, “I bought my husband the best car out there,” you’re unintentionally telling your friend that their opinion can only confirm yours, not expand the conversation. It simply sounds arrogant.
Humility as a Strategic Advantage
Humility isn’t about pretending you’re less capable than you are. It’s about letting your work—and your relationships—speak for themselves. When you lead with humility, you signal “I’m confident enough to let results and experiences do the talking.”
Humility is also a close partner to approachability. When you present your opinions as personal experiences instead of final verdicts, you invite others to share their own. This is true in a client meeting, where openness builds trust, and over coffee with a friend, where openness and modesty build closeness.
Overdelivering Starts with Underselling
If you promise “the best in the world,” there’s only one way to meet expectations: to actually be the best in the world. But if you promise something solid, then exceed it, you create a delightful surprise.
That’s the essence of undersell and overdeliver:
- Set achievable, believable expectations.
- Use language that invites input, not just agreement.
- Consistently go just beyond what you promised.
- Let others do the hyping for you.
Over time, this combination of credibility and approachability becomes your personal brand. People know you don’t make grand claims lightly—and they know they’ll enjoy interacting with you in the process.
The Subtle Damage of Overstatement
Even if you don’t mean to sound arrogant, big, absolute statements can have unintended effects. Words like “best,” “perfect,” and “unbeatable” don’t just describe something, they signal, “I know best, did all the research, and nothing else compares.”
This is the opposite of approachability. It closes conversation in business settings by discouraging collaboration. In personal life, it makes others feel that their tastes or experiences can only be “second place.”
Building Trust Without the Noise
Underselling doesn’t mean hiding your skills or results—it means anchoring them in reality, and framing them in a way that invites the other person into the discussion.
Statements like:
- “This is the strongest option we’ve found so far.”
- “I really enjoyed this—curious what you’ll think.”
…do more than avoid overstatement—they create a space for others to engage. In both business and personal life, this makes you someone people want to talk to.
Business Examples: From Overselling to Trust-Building
| Overstated Claim | Trust-Building Alternative | Why It Works |
| “This is the best product on the market.” | “This is the strongest option we’ve found so far to help with customer service calls.” | Sets a high bar but leaves room for improvement, making you believable. |
| “You’ll never find a better deal than this.” | “We think this offers great value compared to the top three competitors on the market.” | Frames as opinion, not fact—avoids shutting down discussion. |
| “It’s perfect—no flaws at all.” | “We’ve worked hard to minimize any issues, and we’ll keep improving with our great team of engineers.” | Shows confidence while acknowledging reality. |
| “Nobody else can do this like we can.” | “Here’s how we approach it differently from others.” | Focuses on unique value without dismissing competitors. |
| “This will change your life.” | “Clients have told us it’s been more helpful than they expected.” | Uses social proof, not self-promotion, to create interest. |
Everyday Conversations: From Absolutes to Approachable
| Overstated Claim | Approachable Alternative | Why It Works |
| “This is the best restaurant in the city, no contest.” | “I really liked this place — curious what you’ll think.” | Turns a declaration into an invitation for shared experience. |
| “That’s the funniest movie ever made.” | “I couldn’t stop laughing at this one—I wonder if you’ll find it as funny.” | Shares your reaction without setting an impossible expectation. |
| “This trip will be the most amazing thing you’ve ever done.” | “I loved going there—I think you’d notice things I missed.” | Leaves space for the other person’s perspective. |
| “You have to read this—it’s the greatest book of all time.” | “I enjoyed this one a lot—I’d like to hear your take on it.” | Shifts the focus from judgment to curiosity. |
| “I’ve been gardening for years — I can tell you exactly what to plant.” | “You’ve been gardening for years—what would you plant first?” | Shows respect for their expertise and invites them into the conversation. |
The Long Game
Consistency beats spectacle. One exceptional delivery after a huge claim might impress for a moment, but steady reliability earns loyalty.
Approachable language makes it easier to get that consistency noticed—because people want to keep engaging with you. They remember how you made them feel heard and included, not just how you made your case.
Skip the fireworks show of exaggerated language. Build a reputation for modest promises, genuine curiosity, and surprising follow-through. In the long run, people will remember not how loudly you spoke, but how often you came through.
Final Thought: Telling people “I have the best” or “I’m the best” can make them smile politely while quietly doubting you. Sharing “Here’s what I can offer”—and saying it in a way that makes them feel part of the conversation—makes them far more likely to believe you and want to work with you.
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