True story:

A few years back the city of Seattle wanted to tax coffees to pay for child daycare and local opinion polls (i.e. “surveys”) showed a whopping 70% of people were for it.

Oh, how all the coffee-drinking liberals loved the idea.

Finally — a government who cares about the chilllllldren!

Thus, everyone was for that tax.

People were excited to support it.

And, the voters were all geared up to pass it.

Except, for one thing.

The measure fell flat on its gluteus assimus.

A full 68% rejected it.

(The exact OPPOSITE of the poll data.)

The point?

People often say they want one thing, but then proceed to “vote” for the opposite (with their wallets, their feet, whatever).

Anyway, there’s a powerful marketing lesson here.

And, that is:

“Votes trump polls”

This applies in politics and in business alike.

And, in tomorrow’s Ben Settle Show podcast, Producer Jonathan and I rap about this and 6 other new “Email Players” rules.

To check out past shows while you’re waiting, go ye here:

www.BenSettleShow.com/antipreneur

Ben Settle