Page 274 - Duct Tape Marketing

Part III

Getting on a Roll!

(Find Out What Works and Do More of It)

The Power of Positive Expectancy

Before we dive into the last, somewhat tactical, advice of the Duct
Tape Marketing system, I want to interject a marketing suggestion
that isn’t as tangible or as easily explained as many we have covered
up to this point—though I know it works. It’s something I’ve heard
called the power of positive expectancy.

How often have you expected that something would work and it
did? Now flip that around. How often did you just absolutely know
that something was going to fail, and—guess what?—it did?

I wish I could go beyond this notion of positive thinking and
explain in the precise terminology of quantum physics its actual
workings, but I’m a results person. If it gets results, I don’t always need
to know why. Here’s how to apply the power of positive expectancy:

 If you expect your clients to be thrilled with your services—
they will.

 If you flat-out expect your clients to refer business your way—
they will.

 If you know a direct marketing piece will make the phone
ring—it will.

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