Over-promise. Under-deliver. THEN over-deliver.
Bargaining with a DM client this AM for a deadline extension:
"Jim. Your pick. Three choices.
"There's the classic, 'The dog ate my direct mail.' I don't have a dog, but it's easy to imagine. You've probably used it yourself from time to time.
"There's the apocalyptic, 'Rhode Island has broken off into the sea.' We're not actually in an earthquake zone here. But, phew, strange stuff happens. And I like rocks.
"Or finally there's moral collapse. 'My wife just bailed me out. Jail was too noisy for writing.'"
One hour later: Jim went with the classic, granted me another week.