Page 275 - Duct Tape Marketing

Duct Tape Marketing

Okay, I’m not saying that you don’t need a good list, killer copy,
and effective design, but you’ve got to believe your marketing will pay
off or you won’t bring to it the proper energy and enthusiasm required
to work through the trial-and-error phase.

Have you ever desperately tried to sell something that you didn’t
really believe in? Hard work, isn’t it? On the other hand, have you ever
found yourself so excited about a product or service that you found
people would almost track you down to buy from you?

This notion of expecting and receiving success is widely accepted in
self-help, philosophical, and spiritual circles. Business owners sometimes
feel the need for cold, hard facts and statistics—logical explanations.
But think about this for a minute. When was the last time you made a
purchase for purely logical reasons? Almost every buying decision ever
made was based on emotion and rationalized with logic.

So, what better way to bring emotion into your marketing than to
expect marketing miracles every day? As we move into the final section
of the Duct Tape Marketing System, you have to believe you are going
to be on a roll! With this belief, the remaining content of this book is
designed to help you do two things: (1) commit your newfound mar-
keting knowledge to an action plan that delivers results, and (2) act as
a guide for your continuing marketing education. When you do this
effectively, you’ll be entirely focused on finding out what is working
and doing more of it.

To really get on a roll, there are also some basics of planning, bud-
geting, and calendaring that we’ll address in the next chapter.

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