Duct tape marketing : the world's most practical small business marketing guide

298 Pages·2011·3.7 MB·English

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Duct Tape Marketing
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Duct Tape Marketing
The World’s Most Practical
Small Business Marketing Guide
John Jantsch
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© 2006, 2011 by John Jantsch
All rights reserved. No portion of this book may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means—electronic,
mechanical, photocopy, recording, scanning, or other—except for brief quotations
in critical reviews or articles, without the prior written permission of the publisher.
Published in Nashville, Tennessee, by Thomas Nelson. Thomas Nelson is a
registered trademark of Thomas Nelson, Inc.
Thomas Nelson, Inc., titles may be purchased in bulk for educational,
business, fund-raising, or sales promotional use. For information, please e-mail
For Carol—love always
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Contents
Foreword: On the Subject of Marketing Integrity,
by Michael E. Gerber ix
Introduction: A Solution to THE Small Business Problem xii
Part I: The Duct Tape Foundation—The Way to Sticky Marketing
(Help Them Know, Like, and Trust You More!)
Chapter 1: Strategy Before Tactics 3
Chapter 2: Identify Your Ideal Client 11
Chapter 3: Discover Your Core Marketing Message 24
Chapter 4: Wake Up the Senses with an Image
to Match Your Message 42
Chapter 5: Create Products and Services for Every Stage
of Client Development 55
Chapter 6: Produce Marketing Content That Educates 66
Chapter 7: A Web Presence That Works Day and Night 90
Chapter 8: Get Found Online in Your Town 113
Chapter 9: Get Your Entire Team Involved in Marketing 124
Part II : The Duct Tape Lead Generation Machine—Turning Stickiness
into a System That Works for You
(Turning Know, Like, and Trust into Try, Buy, Repeat, and Refer)
Chapter 10: Run Advertising That Gets Results 137
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Duct Tape Marketing
Chapter 11: Direct Mail Is an Ideal Target Medium 159
Chapter 12: Earned Media Attention and Expert Status 182
Chapter 13: Ramp Up a Systematic Referral Machine 200
Chapter 14: Turn Prospects into Clients and Clients into
Partners with an Advanced Education System 230
Part III : Getting on a Roll!
(Find Out What Works and Do More of It)
Chapter 15: Commit to Your Marketing with a Plan,
Budget, and Calendar 257
Appendix A: Duct Tape Marketing Small Business
Marketing Resources 275
Appendix B: Special Offers 277
Acknowledgments 278
About the Author 279
viii
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Foreword
On the Subject of Marketing Integrity
have known John Jantsch for more than ten years, first in his role as
I a certified E-Myth consultant for my company, E-Myth Worldwide,
a role in which he served his clients and me with the enthusiasm of a
disciple, and then later as the founder and CEO of his own marketing
consulting firm, Jantsch Communications. During those years, John
and I have talked about business, life, and his personal process for
growing both his enterprise and his knowledge about business so he
could fulfill the single most important objective he has always had—
to serve his clients, his community, and his family as best a man can.
What is remarkable about John is that, unlike many in this tricky
world called business who claim to know the unknowable, all for the
purpose of enhancing their personal brand, he has remained true to
who he is—a guy from Middle America who knows himself as few
of us do, and who aspires to nothing more than being a good house-
holder and a good gentleman. But none of this modesty can hide the
fact that he has spent a huge amount of the hours of his life drilling
down into the practical world of marketing to discover what actually
works—and why. Nor does it keep us from seeing his unique ability
to teach anyone how to put this practical knowledge to work to create
a wonderfully effective business.
In short, this book is really about integrity—John’s integrity, and
that of the true art of marketing—which is why I have called this
foreword “On the Subject of Marketing Integrity.” John and I share a
ix
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