Duct Tape Marketing Revised and Updated: The World’s Most Practical Small Business Marketing Guide by John Jantsch Book Review

Duct Tape Marketing Buy on Amazon


My rating: 4 Stars

 

Duct Tape Marketing Review:

This book is about marketing and it does offer many valuable content from which you can learn a lot about marketing. I think this book is best suited for beginners and for those who are in middle, but I wouldn’t recommend it to those who already are experts and know a lot about marketing. But more on that in last section.

I was looking for a marketing book that could help me get some ideas on how to create better marketing strategy for my blog; to get more traffic that will convert. I did get some ideas by reading this book and it was helpful for me. Some of the ideas that I get I’ve already implemented, and on other I will work in future.

I would suggest this book to those who already know thing or two when it comes to marketing, and it’s good for beginners also. I wound’t be recommending it to someone who already knows a lot about marketing – because most likely that person is already familiar with things written inside this book. You can check through my summary and see is there something that you don’t know.

In my opinion this book is best for those who have online based business, because majority of things can be applied to online based business; and some of the things can be applied to offline business. You can use local marketing strategies presented in this book for your offline based local business. But I have to say that you will have to do more research and read some other books as well.

I think this book will be very helpful to those who are selling e-books, courses, tutoring and those kind of products.

I’m disappointed with this book only because of the one thing, when I was reading biography I see that author is in marketing business; and I have to say that I was expecting a lot more examples and case studies from authors previous work with other business. That is one thing that this book kind a lack off. And that is reason why I didn’t give five stars rating to this book.

And in the end, this book is not your all-in-one guide package; you will definitely need to read more if you want to learn about marketing – because marketing is complex subject, and it’s not something that you can learn easily. I can say that from my own personal experience. But you’ll get good basics, and you can develop them if you actually use and test what you have learned.

If you like, you can read my other reviews of Marketing & Sales Books

Also, check out my Best Business Books List

Duct Tape Marketing Summary:

Introduction: A Solution to THE Small Business Problem

Journey to the Center of the Marketing Universe

Actually, as anyone who’s been trying to build a business over the last few years can attest, a startling amount of change has occurred— and yet, much has remained the same. The updates in this version of Duct Tape Marketing reflect many of the changes with regard to tools, rules, and tactics, while retaining the fundamental message that marketing is a system.

What Exactly Is Marketing?

My definition of marketing is: “getting someone who has a need, to know, like, and trust you.” That’s it! It is the work we must embody on the path to turning that know, like, and trust into try, buy, repeat, and refer.

This work, as you may have surmised by now, is done by installing a system and systems-thinking mind-set to run your entire marketing universe.

The Duct Tape Marketing System

Following are the seven core steps that make up the simple, effective, and affordable approach to systematic marketing that is the foundation of Duct Tape Marketing and this book.

  1. Develop Strategy Before Tactics
  2. Embrace the Marketing Hourglass
  3. Adopt the Content Publishing Model
  4. Create a Total Web Presence
  5. Orchestrate the Lead Generation Trio
  6. Drive a Lead Conversion System
  7. Live by the Marketing Calendar

Part I

The Duct Tape Foundation—The Way to Sticky Marketing

These nine chapters cover everything from identifying your ideal client to getting your entire team involved in marketing. Each chapter will help you leverage your ability to get your customers to know, like, and trust you more.

Chapter 1

Strategy Before Tactics

Anyone who has heard me speak or read my blog knows that I believe that marketing strategy is far more important to the small business than marketing tactics. And yet, the tactical idea of the week gets most of the attention from the business owner.

When developing a marketing strategy for your business the following steps come into play:

  1. Decide Who Matters
  2. Be Different
  3. Connect the Dots

Fuse Online and Offline to Drive Ultimate Engagement

From a marketing strategy standpoint, one of the things that must be considered is how prospects and customers have come to adopt the Web and social media.

There are three phases to the development of your fused approach:

  1. Discovery
  2. Content
  3. Engagement

Attributes of a Surefire Start-up

Yes, starting a business can be risky, but if you take stock of the following attributes before you start thinking about creating or realigning your business, you may come to understand how to turn your start-up into a surefire success.

  • The Owner Is the Customer
  • The Market Understands the Offering
  • The Market Already Spends Money Here
  • It’s an Innovation That Simplifies
  • Nothing Is Precious

Chapter 2

Identify Your Ideal Client

When I talk to groups of small business owners at workshops, I will often make the statement that when you properly target your clients, you will discover that you no longer have to work with jerks. I always get a laugh when I say this, but I can also see people in the audience nod in relief.

The Ideal Prospect

One of the reasons we focus so much attention on this notion of defining an ideal target client is that all clients were at one time prospects.

Let History Guide You

One of the easiest ways to start to get this picture of who or what makes an ideal client is to take a close look at the customers your business has attracted to date.

Here is my step-by-step approach for helping organizations discover their ideal client, with an eye on creating a communication plan with them in mind.

  • Step 1: Be Profitable First
  • Step 2: Add Referrals
  • Step 3: Study the Demographics
  • Step 4: Research Client Behavior
  • Step 5: Create the Biographical Sketch

Use Social Media to Add Focus

Getting psychographic and behavioral data on a market is a common practice for marketers, as it adds much richer information than statistical data can.

What’s the Problem?

Let’s revisit our definition of marketing here—getting people who have a specific need or problem, to know, like, and trust you.

I define problem, for our purposes, very broadly to include needs and wants.

Location, Location, Location

For some businesses, location is a primary marketing issue. Retail businesses, for instance, commonly depend on a certain defined trading area for clients. Some businesses discover that shipping a product or even making sales calls beyond a particular area is cost prohibitive.

How Clients Make Buying Decisions

Perhaps there is no real pattern here, but if you can understand a little more about how your ideal clients buy, you can focus on setting up your education system to address their decision-making process.

Find the Best Ways to Reach Them

Some narrowly defined markets are very easy to reach; others are very difficult. One of the considerations when defining and ultimately narrowing a target market is to be confident that you can actually reach them to help them know you and learn to like and trust you and your company.

The Value Factor

One of the guiding principles of the Duct Tape Marketing approach is the ability to charge a premium for your products and services within a chosen target market.

Think Narrow

  • Visualize Real People

More Than One Segment

In some cases you may need to segment your market into several very distinct markets. This may be because your ideal target markets have different needs for your product, or it may be because different products or services that you offer appeal to different, distinct markets.

  • Don’t Have an Ideal Client Yet?

The Ideal Prospect Profile

Now take what you’ve learned to this point and create an ideal prospect profile. This is simply a paragraph or two that paints a picture of your ideal client almost as though you were describing someone sitting across a table from you.

Try to stay with this formula in your description:

Physical description + What they want + Their problem + How they buy + Best way to communicate with them = Ideal Prospect.

Database Marketing

This very basic scenario is easily achievable with the use of a database marketing program.

Chapter 3

Discover Your Core Marketing Message

Stand Out in a Crowd

I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, Web sites, or referrals. No, before any of those things will really have any impact on your business, you’ve got to uncover and communicate how your business is different from every other business that says they do what you do.

Get Out of the Commodity Business

Most prospects think that one business is essentially like the other— a commodity to be acquired by simply picking up the phone.

Ways to Capture a Difference

Let’s look at a number of starting of points:

  • Product
  • Service
  • Market niche
  • Offer
  • Solve a problem
  • Communicate a message of value

Here are some great ways to communicate your core message:

  • Develop a unique habit
  • Offer over-the-top customer service
  • Get an edge over the competition
  • Find a one-of-a-kind way of doing business
  • Adopt a memorable personality

Your Clients Know Best

Asking your clients for input is a great practice no matter what you are trying to learn. Clients are more likely to refer business to you when they feel you appreciate what they think and are interested in involving them in the building of your business.

Look to the Competition for Clues

Study your competition as thoroughly as possible to see if you can find opportunities to stake your claim.

What You Really Sell

Another way to gain some insight into a unique positioning is to figure out what you really sell. As stated earlier, you don’t sell what it is you claim to offer. You sell what the eventual buyers think they are going to get from your product.

Capture the Core Message

Once you conduct your customer interviews, and do your competitive research and a bit of business soul searching, you must move toward refining your unique point of differentiation into a core message to use in all of your marketing.

Your Marketing Purpose Statement

The purpose statement is not meant to be communicated to your clients, but rather is meant to be the basis for all of your marketing and customer service activity.

Have You Identified the Enemy?

One of the most powerful driving forces in human nature is competition. The desire to overcome something or some company and the need to win can in many cases be more important than the day-to-day work of the company.

The Talking Logo—What You Really Do for a Living

In order to really bring your core message to life, we will complete an exercise that answers the following question in a very powerful manner. And the question is this: what do you do for a living? The answer to that question is something that I call your talking logo.

Your Core Marketing Message

Now that you have discovered the marketing purpose for your firm and answered what you do for a living, it is time to fashion the creative marketing messages you will use to communicate your purpose in a way that clearly demonstrates the benefit of doing business with your firm.

Chapter 4

Wake Up the Senses with an Image to Match Your Message

When it comes to your business, a properly executed identity can set the expectation for your client or potential client’s experience with your firm. I don’t want to overdo this notion; this is nothing like “creating the optimum brand experience” or other mumbo jumbo that you might read in a branding book.

The Elements of Identity

If asked, most would list a company’s name and logo as the primary elements of a brand.

The Role of Your Identity Elements

The image elements of your brand perform very specific functions. Like many things related to your business, you must understand their purpose before you can determine which elements are right for your business.

What’s in a Name?

The name of your firm goes hand in hand with your logo. In some cases, such as in a phone directory listing, it may be the only element that the potential buyer experiences.

What Does Your Logo Say?

Here are the elements of a good logo:

  • It has a lasting value
  • It is distinct
  • It appeals to your target market
  • It supports your core message
  • It is legible

Can You Attach a Visual Metaphor?

In many cases, colors and powerful images can help drive an association to your business and help you stand out. Red trucks, catchy names, a vivid image, or a mascot can all help when it comes to standing out.

Seek Professional Help

A professionally created logo is worth the investment. There are many ways to get a professional logo created for your organization, particularly after you’ve discovered your ideal customer and core message and can communicate these elements to a designer.

How to Collaborate with a Graphic Professional

  • Describe What and Why
  • List Your Goals
  • Tell Your Story
  • Sketch Your Audience
  • Define Your Core messages
  • Attach Meaning and Metaphor
  • Explain What You Don’t Want

Your Identity Standards

Once you have established a look and feel for your printed materials and stationery, have your designer create a set of standards that you can publish and distribute to every person in your organization.

  • The Telephone
  • Your Voice Mail
  • Your E-mail
  • Sights, Sounds, and Smells
  • Dress

Process as a Marketing Tool

Any successful business got that way because they practiced systematic approaches to marketing, selling, manufacturing, implementing, consulting, delivering, and customer service.

An Identity Audit

One of the first steps to improving your image is to take a good hard look at where you stand.

Chapter 5

Create Products and Services for Every Stage of Client Development

So far we have looked at marketing in terms of a target market, core message, and image. In this chapter, we turn inward to take a look at the products and services you offer to this target market to get their attention, permission, and business.

A Different View of Products and Services

Too often, businesses develop one core offering and hope to sell that and only that to a target market. This all-or-nothing approach is limiting from a marketing standpoint.

The Client Stages Defined

So let’s recap the stages:

  • Suspects—the list of people who fit your target description
  • Prospects—the list of people who have responded to an offer for more information
  • Clients—the list of people who have tried your product or service
  • Repeat clients—the list of people who have upgraded or purchased more
  • Champions—the list of people who tell others and sell for you

The Marketing Funnel

In this model you attempt to generate leads on a broad scale and then “funnel” them toward becoming a client with increased contact and content.

The Marketing Funnel Turned Upside Down—The Marketing Hourglass™

The greatest opportunity for real growth in most businesses comes from selling your existing clients more products and more expensive services and from the referrals generated from those clients.

Marketing Offers by Stage

The Duct Tape Marketing system involves the creation and promotion of offers that act as paid marketing tools to first turn suspects into prospects and then prospects into customers.

  • Marketing Offer for Suspects
  • Marketing Offer for Prospects
  • Your Clients Become Premium Clients
  • Premium Clients Become Champions

Ways to Create New Services and Products

  • Service to Product
  • Extend a Product
  • Package Your Knowledge
  • Bundle and Package
  • Offer Levels of Service
  • License Your Knowledge
  • Write a Book

Look for Holes in the Hourglass

Like an ongoing theatrical performance, your business has many contacts with potential clients and clients on the way to a fully developed relationship.

Price Is a Function of Value

Almost every small business I have ever worked with doesn’t charge enough for their products and services. This is due in part to a lack of confidence, in part to a feeling of competition, and in part because they have never strategically educated their clients on the value of what they have to offer.

Chapter 6

Produce Marketing Content That Educates

Here’s the current reality: people today have come to expect to find information about any product, service, company, individual, cause, or challenge they face by simply turning to the search engine of their choice.

Content That Builds Trust

  • Blog
  • Social Media
  • Reviews
  • Testimonials

Content That Educates

  • The Point-of-View White Paper
  • Seminars
  • FAQs
  • Success Stories

How to Build a Content-Generation System

The following systematic approach to content creation will help guide you in the most effective use of your limited time on the way to creating a momentum-building content lead generation system.

  • Content Creation Strategy
  • Content Inspiration
  • Content Automation
  • Advertising Content
  • On-Demand Content
  • Content Partnerships

Educate, Don’t Sell

Done well, marketing via content can eliminate the need to sell. In fact, no one likes to be sold anything, but they do love to buy.

The Marketing Kit

The marketing kit is a collection of carefully crafted, individual pages of information that help you present the best possible case for why a prospect would buy from you.

The kit format allows you to create personalized inserts, frequently changeable and updateable inserts, and inserts tailored to the specific needs of a prospect.

  • Your Case Statement
  • Your Difference Summary
  • Your Ideal Client/Customer Description
  • Your Marketing Story
  • Your Product/Service Offerings
  • Case Studies
  • Involve Your Clients in Telling the Story
  • Testimonial Proof
  • Frequently Asked Questions
  • Processes and Checklists
  • Articles
  • Something for Everyone
  • Hire a Journalist to Help You Create Content

How to Use Content to Increase Your Online ROI

  • Write Content Worth Reading
  • Point to Content Worth Reading
  • Filter Really Good Stuff
  • Make Exclusive Offers
  • Teach Your Network to Do What You Do

One Way to Get All of This Done

Creating a marketing kit is a fairly large and important undertaking. Don’t try to do it in one day. Create an outline for each page you intend to create and then just start working away.

Chapter 7

A Web Presence That Works Day and Night

In this chapter we are going to cover the basics of using the Web and the evolving set of new online tools to promote your business.

Some Deadly Assumptions about Online Marketing Success

It’s not enough to have a Web site. These days you must create a total Web presence, but you’ve also got to create strategy based on overall objectives. This is another way of saying that unless your online activity ends in a sale, you’ve failed in the game of online marketing.

Following are just some of the assumptions online marketers make that prove deadly when it comes to successfully building trust and converting sales.

  • “An attractive Web site is an effective Web site.”
  • “I know what my customers search.”
  • “People will go to my contact page to find me.”
  • ”No one reads blogs.”
  • ”People will find my site by ‘searching’ for it.”
  • “Traffic is the key.”
  • “People will come back because they like my site.”

The New Purpose of a Web Site

For a Duct Tape marketer, the primary purpose of a Web site is to act as a hub to integrate and connect all of your marketing communication and education to the myriad of other outposts where you may participate and create awareness online.

Benefits of a Content-Driven Site

  • Awareness
  • Shortened Selling Cycle
  • Access to Your Information
  • Tool to Refer Your Business
  • Automate Distribution of Marketing Information
  • Capture Lead Data

Seek Professional Help

There are many, many very qualified Web designers and search engine experts. In most cases, your business will be better served if you seek out a professional to delegate this task.

A Word about Design

Simple. That’s it. Keep your Web site design simple. You can create or hire someone to create a very professional Web site that is focused on getting your content found and read.

The Ultimate Small Business Web Site for Today’s Social Surfer

  • Get Feedback
  • Beef Up the Forms of Content
  • Integrate Social Networking
  • Amplify for Awareness

Using Blog Software for Your Entire Web Site

Blog software has a lot going for it in terms of dynamic content creation, ease of use, ease of update, content syndication, and built-in SEO tools. Many businesses are finding that this software is a great solution for creating their entire Web site.

Ways to View the Web Beyond Your Site

  • The Listening Station
  • Content as Hub
  • Pushing out Assets
  • Facilitating Community

5 Social Media Hacks for Authentic Automation

  1. StumbleUpon
  2. The Round-Up
  3. Reader to TwitterFeed
  4. RSS to HTML
  5. Blog to Fan Page

Basic Search Engine Optimization (SEO) Tips

  • Keywords
  • Title Tags
  • Links to Your Site
  • Anchor Text Hyperlinks
  • Use Heading Tags
  • Create Site Maps

Chapter 8

Get Found Online in Your Town

  1. Make your Web pages local friendly.
  2. Build out your local search profiles.
  3. Get proactive in the ratings and review game.
  4. Get listed, cited, and mentioned.
  5. Spread the local social love.

How to Get Rockin’ Reviews

  • Do the Reference Track
  • Repurpose Testimonials
  • Teach the Review Process
  • Give Reviews
  • Hold a Review Party

Getting Other People to Promote Your Local Content

  • Write a Blog
  • Guest Post on Blogs
  • Submit Posts and Articles to Directories
  • Write Social Press Releases
  • Leave Lots of Relevant Comments
  • Create Profiles
  • Use Social Bookmarking

How to Get Your Business in the New Location Game

  • Create virtual rewards programs
  • Ride the group buying craze
  • Google Places coupons
  • Advertise on mobile coupon networks
  • Make your own game

Chapter 9

Get Your Entire Team Involved in Marketing

The next section of this book is dedicated to the act of lead generation or getting your prospects to contact you. This is all about turning your stickiness into a system that works for growing your business.

Marketing Is Everyone’s Job

If you accept that your business is essentially a marketing business, it’s not much of a leap to grasp that marketing is, to some degree, everyone’s job.

Marketing Is Mostly Your Job

The only way you can sell your internal clients—your staff—is if they recognize that you actually believe in and enact what you are selling.

Create a Marketing Roundtable

While the primary marketing function may necessarily fall to you or some other person in your organization, you need to raise the level of marketing awareness systematically through focus, emphasis, and education.

Routinely Educate

  • Part of the Hiring Process
  • Put It on Business Cards
  • Employee Manual
  • Quarterly All-Staff
  • Talking Logo Practice
  • Telephone Training

External Marketing Training

It’s imperative that you choose vendors and partners who share your definition of customer service, but you can and should take it one step further and include them in some formal training. In some cases, it can be as simple as outlining and communicating your expectations. Over time, this simple step will help you define and attract your ideal strategic partners and vendors.

Your New Marketing Business Kick-Off

I have found that one of the best ways to accomplish the kickoff of your new marketing attitude is to make a big deal out of the announcement of your marketing training and education program.

A Marketing Board of Directors

Another very powerful marketing education tool is a marketing board of directors. Many times small business owners feel they don’t have access to strategic thinking resources, that much of the work within their marketing world is tactical in nature. The focus is spent on writing the ad, ordering the list, or working with the designer.

Make a Database with Your Customers

  1. The knowledge database
  2. The “best of class” database
  3. The real-time roundup database
  4. The cutting-edge B2B database
  5. The reminder database

 

Part II

Chapter 10

Why Most Advertising Doesn’t Work

Advertising, when viewed properly, can be a very effective way to grow your business. In fact, when a small business lands on an effective advertising promotion, few things can match it for quickly generating a flood of new business.

The key lies in understanding what advertising really is, or at least what it should be.

Why You Still Need to Include Advertising in the Mix

  • advertising is the only medium you can control
  • advertising allows you to target ideal customers only
  • advertising creates awareness for your content
  • advertising adds credibility to your message
  • advertising amplifies everything else you’re doing

Introducing Two-Step Direct Response Advertising

As the name implies, two-step advertising is simply a form of advertising that motivates readers or listeners to take a step or action (step one) that essentially signals that you have their permission to begin marketing to them (step two).

The Benefits of Two-Stepping

For the most part, when you run a two-step ad, you can think in terms of much smaller ads and much smaller ad costs.

What the Heck Should You Offer in Your Two-Step Ads?

You may recall that I introduced this idea of a free educational marketing report way back in chapter 5 as we discussed the marketing hourglass, but let’s go into a bit more detail here.

Elements of an Effective Two-Step Direct Response Ad

As I stated previously in this chapter, a direct response ad is salesmanship in print multiplied. Your ad can reach thousands of prospects at a time, but remember that the ad is read by each prospect one at a time. So write your ad as though you are talking to one prospect sitting across the desk from you.

The Duct Tape Marketing Ad Formula

  • Headline
  • Benefits
  • Proof
  • Offer
  • Call to Action

What Forms of Advertising Make the Most Sense for Your Business?

Three principles come into play when trying to analyze your best advertising ROI.

  • Target Your Ads
  • Test Your Ads
  • Track Your Ads
  • Creating a Small Business Advertising Plan

Beware: Media Sales Reps Ahead

To get started with your small business advertising plan, I suggest that you contact the television stations, radio stations, newspapers, magazines, and other media outlets that you feel serve your target market and ask them to send you a “media kit.”

Typical Small Business Advertising Opportunities—Pros and Cons

  • Network television
  • Cable television
  • Radio
  • Local newspapers
  • Business newspapers
  • Magazines
  • Yellow Pages
  • Outdoor
  • Direct mail
  • Telemarketing
  • Internet
  • Neighborhood
  • Create your own advertising vehicles

Strategic partnerships

How to successfully engage prospects with Facebook advertising:

  1. Target
  2. Attract and engage
  3. Budget
  4. Test
  5. Analyze

Duct Tape Marketing Chapter Resources

The following list of Web sites may help you locate various local media outlets in your community and across the country:

  1. Television
  2. Radio
  3. Newsprint
  4. Business Newspapers
  5. Classified Ad Networks
  6. Magazines
  7. Outdoor (Billboards)

Chapter 11

Why Is Direct Mail an Ideal Target Medium?

The reasons I like direct mail are pretty simple, but it all leads back to my prevailing principles when it comes to analyzing any form of advertising.

However, an offer that does well in direct mail will often also do well in other forms of media.

  • Personalization Builds Trust
  • The Perfect Testing Platform
  • The List

The Perfect Mailing List

Both the compiled list and the publication or purchaser list have value, but I believe the perfect mailing list is created by carefully merging several types of lists. To create your perfect mailing list, start by getting a list from a source like InfoUSA that meets your very strict demographic profile of your ideal client.

Your Hot Suspect List

Once you have done your list research and identified some number of qualified suspects, it is time to put these suspects into a contact database such as ACT!

A More Qualified List

It is always better to mail your marketing letters to the most qualified person within any company you have targeted. Mailing lists, even those from the most reputable companies, contain errors and out-of-date information.

Your Sticky Sales Letter—Don’t Leave Home Without It

The very first advertising piece you must master is the sales letter. Your sticky sales letter is always a work in progress, but it is also the foundational piece for all of your advertising.

Sticky Sales Letter Formula

Your sales letter should contain an element from each of the following:

  1. Headline
  2. State the problem
  3. Stir up the problem
  4. Paint a hopeful future
  5. Outline a solution
  6. Answer objections
  7. Make an offer
  8. Create a call to action

Copywriting Tips for Small Business Marketers

There are hundreds of books, courses, and Web sites that will help you become a better writer, and I recommend that you acquire and read as much as you can on the topic.

I now want to share a couple of tips that will immediately make you a better marketing writer:

  • Writing Is a Master Marketing Skill
  • Create a swipe file
  • Tell them why
  • Write as you talk
  • Use subheadlines in your copy
  • Use quotes
  • Use active voice
  • Tell stories

Your Sales Letter Package

Before you send your letter out there to your suspects, there are a couple of other considerations.

  • Outer Envelope
  • What Postage Rate?

Great Things Come in Small Packages

When comparing various forms of direct mail advertising, don’t overlook the humble postcard. There are so many things to love about postcards, but low cost is one of the best. You can send an attention-getting message to a very targeted audience for around thirty cents each. This includes all of the benefits of using first-class mail.

The Use of Color

Digital printing has made color printing, even in small quantities, very affordable. There is plenty of scientific evidence to support the fact that color is more memorable, and the postcard offers a great opportunity to effectively use full-color images in your advertising.

The Post Office Is a Great Small Business Resource

In recent years the good old United States Post Office has discovered a little concept called customer service.

Small Batch, Handcrafted Direct Mail Is Still Very Effective

  • Small
  • Personal
  • Value
  • Follow-up

Lumpy Mail Always Gets Opened

When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mailroom, past the gatekeepers, and onto your potential buyer’s desk, lumps are just the ticket.

  • How to Run a Lumpy Mail Campaign
  • Repetition
  • A Building Series
  • The Call to Action
  • How Much for Those Lumps?

A Consistent Contact Strategy

One of the keys to solving this dilemma is consistent and repeated contact. You must build a marketing system who guarantees that your prospects (particularly your “A” prospects who have responded to your two-step ads) are contacted at least eight to ten times a year.

Chapter 12

Defining Public Relations for the Small Business

According to the Duct Tape Marketing system, public relations activity for the small business consists primarily of gaining positive mention of your company or your products in newspapers, magazines, news shows, newsletters, Web sites, and journals read or viewed by some portion of your target market.

  • Why PR Is So Powerful
  • More Credible
  • Great Return
  • Great Brand Building
  • Resells Your Clients
  • Resells Your Staff
  • Automatic Marketing Content

A 5-Step Small Business PR Plan for Today

  1. Listen
  2. Network
  3. Pitch curves
  4. Release
  5. Amplify

How to Use New Rules and New Tools to Create a Media Storm

  • Rule 1: Monitor in Real Time
  • Rule 2: Build Relationships
  • Rule 3: Expand the Base
  • Rule 4: Go Direct

What Makes a Good Story?

  • Have Real News
  • Be First
  • Be Unique
  • Offer Local Angles on National Stories
  • Capitalize on Your Ties to a Trend
  • Take Advantage of Stories about Overcoming Adversity
  • Keep an Eye Out for People Stories
  • Solve a Common Problem—and Then Tell about It!
  • “Contrary to Popular Belief . . .”

The PR Toolbox—Creating Sticky Pitch Letters, Press Releases, and PR Kits

Here’s how to create and format each to put them to work for your business.

  • The Pitch Letter
  • The Press Release
  • The Press Release
  • Your Publicity Kit

The Media Interview

Getting the interview is only one half of the deal. Follow the steps below and you are more likely to turn your interview into a powerful marketing tool.

  • Set Goals for the Interview
  • Never Wing It
  • Break the Ice
  • Redirect
  • Don’t Panic
  • One Last Thing
  • Prepare a Takeaway

Chapter 13

Ramp Up a Systematic Referral Machine

Our lead generation system is coming along nicely, but without a fully functioning referral marketing system, we’re missing the important third leg of a lead generation machine.

What Is Referral Marketing?

Simply put, referral marketing is a specific set of strategies and tools designed to bring the small business owner new clients, qualified leads, and repeat business without the aid of, or in addition to, other advertising methods.

  • Why Referral Marketing Is So Powerful
  • People Love to Give Referrals
  • Great Return on Investment
  • More Qualified Clients
  • Borrowed Credibility and Trust
  • Fewer Issues Regarding Price
  • It Makes You Better

Rules of Referral Marketing

  • Deserve Referrals
  • Target Your Referral Sources
  • Make It an Expectation
  • Do It during the Honeymoon
  • Educate Your Sources
  • The Perfect Introduction in Reverse
  • Make It Easy for Them
  • Follow Up!
  • Create Win-Win Motivation
  • Reward Your Sources
  • Look for Moments of Truth

The Simplest Referral Tactic on the Planet

The easiest way to generate referrals from your base of clients is to make it part of the deal. I stated this at the outset of this chapter, but now I want to give the actual process I use to make this happen.

How to Create a Killer Strategic Referral Partner Network

  • Recruit and introduce.
  • Create content opportunities.
  • Conduct video interviews.
  • Acquire special offers.
  • Make referrals.
  • Rate and review.
  • Create events.

Five Core Referral Offers

  1. Offer special pricing.
  2. “Will work for referrals.”
  3. Help a worthy cause.
  4. Give away gift certificates.
  5. One hundred percent refund for referrals.

A Referral by a Different Name

There are many ways you can form partnerships with your clients and referral sources that will help all parties generate lots of referrals. The following strategies can be initiated in ways that are mutually beneficial.

  • Distribute Your Marketing Materials
  • Send an Endorsement
  • Give and You Shall Receive

Ways to Generate Referrals Without Asking

  • Pardon Our Dust
  • Networking
  • Network with the Rich and Famous
  • Online Referral Networks
  • Mining Online
  • Speak and Grow Opportunities

Let’s Hold a Workshop

Workshops are a great way to spread your expertise and build trust with a target market, but they are one of the best referral tools around as well.

Win-Win-Win

One of my favorite partnership workshop strategies is to approach two businesses that market to the same target as you and offer to provide them with a seminar that will benefit their clients.

Workshops as Marketing Tool Tips

Since most, if not all, of your speaking engagements will be unpaid events, it is important to remain focused on the primary goals of each event—to be seen as an expert, to present useful information, and to generate highly qualified prospects.

How to Become a Better Speaker

There are, however, three bits of advice that I would give to anyone who desires to become a more effective speaker.

  • Share the love.
  • Become a TEDhead.
  • Shoot your free throws.

Chapter 14

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

In this chapter, I’m moving the Duct Tape Marketing system away from lead generation, the basic work of generating contacts and referrals, and toward the ultimate goal—lead conversion or sales.

Effective Marketing Eliminates the Need for Selling

Confusion on this issue will always exist. That’s why so many companies have marketing departments and sales departments.

A System That Works

The Duct Tape Marketing lead conversion system relies on three distinct components:

  1. Discovery
  2. Presentation
  3. Transaction

On to the Core Steps: Discovery, Presentation, Transaction

  • Discovery—Have a Plan
  • Presentation: The Internal Seminar
  • Transaction

Get the New Customer Off to a Great Start

When new clients say yes, you should be prepared to teach them how to get the most from this new relationship or product by putting a new customer kit in their hands.

The Lead Conversion System Technology Tool kit

Smart businesses and salespeople are using technology to help provide additional points of contact, training, and research in ways that enhance, rather than replace, the overall process of moving people to making a purchasing decision.

With that in mind, here are my tech toolbox suggestions for amplifying the selling system:

  • Discovery—moving a lead to the next planned step
  • Presentation—the planned act of presenting your unique approach, case statement, and story
  • Nurturing—keeping a prospect interested and engaged as they move through their buying cycle
  • Transaction—a process that focuses on delivering a remarkable experience once a prospect decides to buy
  • Review—measuring results, both yours and the clients (one of the most overlooked points of selling)

How to Create a Social Media Conversion System

  1. Put content out strategically.
  2. Use landing pages for every choice.
  3. Make the message match.
  4. Create a “get to know more” call to action.
  5. Test every element.
  6. Enable sharing.
  7. Personalize follow-up.

A Word about the Invoice

Anything coming out of your business that touches your customer is performing a marketing function. Treat your invoices as though they are performing promotion, because they are.

Surprise and Delight

In addition to your kick-off meeting, I suggest that you add a bonus feature into your initial transaction process. As part of the process, design a step that allows you to give your new clients more than they anticipated.

  • Further Thoughts on Lead Conversion
  • Consistency Builds Trust
  • The Stated Purpose of Any Contact
  • Using Presentations
  • What Objections Usually Mean
  • Make Yourself Smarter

Where Customer Service Is Bred

  • Create Community
  • Peer-to-Peer Lead Conversion
  • The Client-Only Event
  • Customer Loyalty Tools
  • Again, with the Handwritten Note
  • Client Survey
  • Results
  • Subscription and Membership Clients

Part III

Chapter 15

Commit to Your Marketing with a Plan, Budget, and Calendar

So much of what you have read prior to this chapter sought to teach you successful marketing strategies to use in building your Duct Tape Marketing system.

Set Marketing Goals and Communicate Them

Great volumes have been written about the power of goal setting, but little has been written about the notion of goal setting when it comes to marketing.

Goals That Support the Duct Tape Marketing System: Vision Goals and Tactical Goals

  • Goals for Your Vision
  • Tactical Goals
  • The Logistics of Time
  • A Further Word about Your Time
  • Make It a Game—Have Rules and a Way to Win
  • Tell the World Where You Are Headed

Create Your Marketing Tracking Gauge

In order to meet your marketing goals, you must aggressively track your marketing progress. I’m not suggesting you become a slave to the numbers—no one really has the time or the need for that—but I do think you should create a wall-sized poster that keeps your critical marketing goals out front for all to see.

The Ultimate Measure of Sticky Marketing

In the end, the ultimate measure of the effectiveness of your marketing comes down to creating and keeping clients. I like to create measurements that keep an eye on this ultimate measure.

There are three simple reports that most businesses can create as simple spreadsheets and use to track marketing success or, as I call it, stickiness:

  • Prospect-to-customer ratio.
  • Lead generation reports.
  • Lead conversion reports.

B-U-D-G-E-T

Wow! We’ve come this far, and I’m going to mention the big “B” word for the first time. It’s not that I don’t think a marketing budget is critical—it’s essential. It’s that I needed you to understand a great deal about the Duct Tape Marketing system before a discussion on marketing budgets would be appropriate.

  • Determine the Client Contribution Factor
  • Create a Budget and Stick to It
  • Test, Track, and Adjust Your Budget

The Calendar

The next and final step in the Duct Tape Marketing system is to take the planned marketing tactics combined with your marketing budget and create a calendar to track your marketing activities and act as a visual marketing project management system.

Map the Marketing Year by Activity

Create a Monthly Marketing Theme

Make a Daily Appointment Habit

The Powerful Marketing Habit of 5s


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Product details

  • Print Length: 298 pages
  • Simultaneous Device Usage: Up to 5 simultaneous devices, per publisher limits
  • Publisher: Thomas Nelson; Revised, Updated edition (September 26, 2011)
  • Publication Date: September 26, 2011
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B005KR3KQO

 

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Duct Tape Marketing Revised and Updated
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2 thoughts on “Duct Tape Marketing Revised and Updated: The World’s Most Practical Small Business Marketing Guide by John Jantsch Book Review

  1. Thanks for your book review! I love being spoon-fed the content of a relevant book. (there is a marketing message in my confession here, huh?)

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