Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
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Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses.This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses.There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks.CAREFUL! Duct tape is a serious tool... it sticks where you put it. So are the ideas in this book. If you're ready to make a commitment and are willing to make something happen, John's book is a great place to start.--Seth Godin, author of Purple CowFor all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, Duct Tape Marketing is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John's blog is living proof that they work. Duct Tape Marketing should be required reading for anyone who is building a business, or thinking about it.--Bo Burlingham, editor-at-large, Inc. magazine, and author of Small Giants: Companies That Choose To Be Great Instead of BigDuct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketing -- concise, clear, practical, and packed with great ideas to boost your bottom line.--Bob Bly, author of The White Paper HandbookWith the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour.--Ben McConnell, co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales ForceJohn Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities - offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it, all your competitors will.--John Battelle, cofounding editor or Wired and author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture Duct Tape Marketing is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business.--Dr. Ivan Misner, Founder of BNI and Co-author of the New York Times bestseller, Masters of Networking Publishers Weekly 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.
Foreword: On the subject of Marketing Integrity Michael E. Gerber viiIntroduction: A Solution to THE Small Business Problem xThe Duct Tape Foundation-The Way to Sticky Marketing: (Help Them Know, Like, and Trust You More!)Identify Your Ideal Client 2Discover Your Core Marketing Message 20Wake Up the Senses with an Image to Match Your Message 39Create Products and Services for Every Stage of Client Development 52Produce Marketing Materials That Educate 62A Web Site That Works Day and Night 77Get Your Entire Team Involved in Marketing 92The 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 103Direct Mail Is an Ideal Target Medium 127Earned Media Attention and Expert Status 151Ramp Up a Systematic Referral Machine 180Automate Your Marketing with Technology Tools 210Turn Prospects into Clients and Clients into Partners with an Advanced Education System 229Getting on a Roll!: (Find Out What Works and Do More of It)Commit to Your Marketing with a Plan, Budget, and Calendar 255Epilogue: Bring Your Plans to Life with a MarketingSnapshot 272Afterword: The Art of Creating a Community Guy Kawasaki 275Further Reading and Resources by Chapter 278Duct Tape Marketing Small Business Marketing Resources 282Special Offers 283About the Author 285
