172 You Have a Book in You 19. We will create a groundswell of positive word of mouth for OMM. Of all the marketing vehicles—television, radio, direct mail, newspaper, special promotions—nothing is ulti- mately as powerful as word of mouth. According to stud- ies, a dissatis昀椀ed customer will complain to seventeen friends. A satis昀椀ed customer will only tell three friends, but those three friends are very important. How do you get book readers to tell those three friends? It all starts with an excellent product. 吀栀e book had better deliver on its promise. Advertising and promotion is the kick- start to get people talking—but if the book is bad, the game is over. Obviously 吀栀e One Minute Million- aire had better be one great book. And it will be. 20. We will create incentives for readers to recommend or give the book as a gift. If you want people to do something, you’ve got to tell them what to do and reward them for doing it. How do we get people to recommend 吀栀e One Minute Millionaire to their friends? Here is a sample paragraph that might be included in the book’s introduction: Walt Disney once said, “Do what you do so well that when people come to see what you do they’ll want to come again and bring their friends.” If you like the book, if it works for you, all we ask is that you tell a