Guest Blog: Do You Have a Self-Fulfilling IT Marketing Attitude?

Two Kinds of Self-Fulfilling Prophecy

Your IT marketing strategy will both benefit and be harmed by the same thing: your attitude. Have you ever heard of a phenomenon called the “self-fulfilling prophecy?” In brief: you make it true by the terms which define it. Here’s an example of a self-fulfilling prophecy: “If you work hard and give it your best, you’ll do well.” By working hard and giving whatever “it” is your best, you’re very likely to succeed. But consider this: imagine a biased, jaded, one might even say post-modern or “hipster” perspective leveled at such a technique. Someone believes they can’t work hard or give it their best, because the environment won’t let them. Taxes, injuries, time— all these work against them. So, such an individual uses these expected obstacles as an excuse to refrain from truly giving their best or working hard. They didn’t give it their all not because it was impossible, but because it was in their mind useless. What’s the result? Such individuals don’t work hard, don’t give it their best, and don’t succeed.

Getting into The Metaphysical

Here’s the thing about prophecy— not just the self-fulfilling kind. Prophecy is basically “pattern recognition;” at least that’s how certain religious professionals define it. When you’re considering IT marketing strategies, what are the patterns you recognize? Do you have a cavalcade of naysayers cursing efforts from the beginning? Such marketing endeavors won’t be successful. Simultaneously, even some of the most questionable marketing schemes will work if people believe in them.

Consider network marketing or multi-level marketing, or the term you likely know it by, the “pyramid” scheme. Pyramid schemes try to sell suckers on becoming salespeople for a “product” that’s essentially useless. It could be a sugar pill or the enterprise itself. The point is, that which makes the “company” money isn’t the product, but the amount of people who get roped in.

You’re at a substantial advantage with your IT company, because you’ve got an actual product that directly impacts people in a positive way, and can actually sell itself if you’re savvy enough to give it a platform from which to do so.

Focus on The Positive

The key is not focusing on negative potential outcomes of marketing strategies, but pushing the positive and pushing it hard. Pyramid schemes have regular pep-rallies which hoodwink attendees into taking a sort of cognitive sugar-pill which facilitates a placebo effect of belief.

You can give your marketing team an actual advertising “supplement” because you’ve got a real product. However, this will depend on how good you are at dispelling negative ideals. Doubters and naysayers will not experience positive ROI. Ask any professional who has been at it for years: those who go into a marketing scheme with negative expectations will see exactly what they expect. They will turn what could have been an ROI-rich self-fulfilling prophecy into an ROI-less failure.

Eliminate Naysayers

Naysayers won’t give it their best, they won’t work hard. They’re expecting efforts to fail, so they quit before success would have come. When you’ve got strong belief surfeiting operations, you’ll have success. But that belief must be positive. If it’s negative, you’re going to see it crumble before you. So, what tools can you bring to the table which assist in facilitating positive self-fulfilling prophecies?

  • Design a marketing plan that’s easy to believe in
  • Dispel naysayers directly, and proactively
  • Depending on marketeers, inform about self-fulfilling prophecies
  • Express positiveness toward marketing campaigns continuously

Experience Success

Your IT marketing plan will be more successful if it’s well designed and based on known techniques initially. Think SEO, SMO, video, imagery, billboards, local advertisements, luncheons, meet-and-greats, conventions, endorsements— you get the idea. Find known successful solutions and apply them, then give your strategy a spin pertaining to your own MSP’s idiosyncrasies. This will “organically” help dispel naysayers, but you must actively participate. Lead by example. Don’t just appear to believe in the campaign, believe in it. And you may educate about self-fulfilling prophecies, but this could give the game away— so use discretion! Perhaps tell team leads about the strategy, but not those on the “bottom” of the totem pole. It’s up to you— but with a positive attitude, you can experience success!

Posted by David Walter
David Walter is the Marketing Director at MSP SEO Factory, a company providing IT marketing to businesses in the United States. Their expertise is creating managed services marketing ideas and turning them into original, optimized blog posts. Their process involves in-depth brainstorming, thorough editing, and effective promotion of fresh and unique articles for their MSP Business clients. He has 16 years experience in marketing for the IT industry, as well as experience in direct MSP marketing, internet marketing, article writing. David speaks at trade shows, webinars and is a sales trainer for major IT companies. He is also a published author; his latest book is 'Stratospheric Marketing Secrets'.
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