Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide

by John Jantsch

Overview

In his trusted book for small businesses, John Jantsch challenges you to craft a marketing strategy that is as reliable as the go-to household item we all know, love, and turn to in a pinch: duct tape.

As a renowned marketing guru and small business coach, John Jantsch has become a leading advisor on how to build and grow a thriving business. Duct Tape Marketing shows you how to develop and execute a marketing plan that yields more revenue and ensures the longevity of small businesses.

Taking a strategic, systemic approach to marketing rather than being constantly won over to a “marketing idea of the week” helps small business leaders establish a solid foundation of trust with their customers that only grows stronger with the application of more metaphorical tape.

In Duct Tape Marketing, you will learn how to:

• turn your marketing efforts into a lead generation machine
• create long-term plans for your business’s continual growth
• implement marketing strategies that make your business thrive

Plus, this revised and updated edition includes all new tools, rules, and tactics that respond to the ways social media and digital developments have shifted and evolved the marketing landscape.

Let's face it: as a small business owner, you are really in the business of marketing. This practical, actionable guide includes fresh ideas that stick where you put them—and stand the test of time.

Product Details

ISBN-13:	9781595554659
Publisher:	HarperCollins Leadership
Publication date:	09/26/2011
Pages:	304
Product dimensions:	5.50(w) x 8.30(h) x 0.90(d)

About the Author

John Jantsch is the creator of the Duct Tape Marketing System. For more than twenty years he has coached and consulted small business owners and independent professionals in simple and low-cost methods for growing and promoting their businesses. His blog, Duct Tape Marketing, was recognized by Forbes magazine as the best blog on small business and marketing.

Table of Contents

Foreword: On the subject of Marketing Integrity   Michael E. Gerber     vii
Introduction: A Solution to THE Small Business Problem     x
The Duct Tape Foundation-The Way to Sticky Marketing: (Help Them Know, Like, and Trust You More!)
Identify Your Ideal Client     2
Discover Your Core Marketing Message     20
Wake Up the Senses with an Image to Match Your Message     39
Create Products and Services for Every Stage of Client Development     52
Produce Marketing Materials That Educate     62
A Web Site That Works Day and Night     77
Get Your Entire Team Involved in Marketing     92
The Duct Tape Lead Generation Machine-Turning Stickiness into a System That Works for You: (Help Them Contact and Refer You More!)
Run Advertising That Gets Results     103
Direct Mail Is an Ideal Target Medium     127
Earned Media Attention and Expert Status     151
Ramp Up a Systematic Referral Machine     180
Automate Your Marketing with Technology Tools     210
Turn Prospects into Clients and Clients into Partners with an Advanced Education System     229
Getting on a Roll!: (Find Out What Works and Do More of It)
Commit to Your Marketing with a Plan, Budget, and Calendar     255
Epilogue: Bring Your Plans to Life with a MarketingSnapshot     272
Afterword: The Art of Creating a Community   Guy Kawasaki     275
Further Reading and Resources by Chapter     278
Duct Tape Marketing Small Business Marketing Resources     282
Special Offers     283
About the Author     285

Editorial Reviews

Fans of Jantsch's popular marketing blog and Web site will be disappointed by this tepid resource. His Duct Tape Marketing refers to systematically "getting people who have a specific need or problem to know, like and trust you" and to inspire customers to "stick" to your company. The book plods through basic marketing precepts such as finding your ideal client, honing your message, being memorable, and making your Web site work for you. The chapters that draw from the author's Web expertise provide a solid overview of creating productive Web sites and automated referral systems. But too many chapters provide only a bland overview of familiar material without providing interesting case studies to illustrate the author's prescriptions. For example, chapter 10, on garnering media attention, starts with a 24-year-old example of a man who got a rush of publicity from offering to sell the Brooklyn Bridge, followed by boilerplate advice on writing press releases and updating media lists. Readers looking for real insights will quickly move on. (Feb.) Copyright 2006 Reed Business Information.

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