Duct Tape Marketing

Consider subscribing to my blog's RSS feed. It's sticky

Email marketing service Swiftpage has added some nice new features. I had a chance to discuss the new Drip Marketing capabilities with Swiftpage founder Bob Ogden.

Listen to this brief overview and look for more as I try this promising new tool out myself.

Posted by: John Jantsch on May 15, 08 | 11:11 am
Category: Lead Generation, Mobile Post, email marketing | Tags: , drip markting, swiftpage

The paperback version of Duct Tape Marketing was released by my publisher today. I know this isn’t earth shattering news, but I wanted to point it out to those of you who might like to acquire a copy at the $10 lower price.

Actually, I think this is a natural paperback kind of book. It’s really meant to be a tool, a work as you go kind of guide for setting up your marketing system, so the price and format of the paperback are ideal.

I also know that a lot of my readers have purchased multiple copies to give out as gifts (I know because you’ve told me as I’ve met you out on the road.) Duct Tape Marketing is a natural for book club style reading. Groups of five or six business owners come together to discuss each chapter and what actions they have taken in their own business. As such, I have created a free Discussion Guide that gives a quick synopsis of each chapter, highlights the key points, poses tough questions, and assigns you potential action steps. If you have read the book, this is a great add-on, if you have not, this might be the introduction that allows you to see deep enough into the book to want to grab a copy - either way I hope you enjoy it.

I think reading and discussing the book as a group or perhaps even leading a discussion with your customer community is a great way to add value to your relationships. (You could even consider asking a Duct Tape Marketing Coach to facilitate such a group)

Duct Tape Marketing discussion guide - Get more documents

Posted by: John Jantsch on May 14, 08 | 3:03 am
Category: Business Books, Duct Tape Marketing | Tags:

Starting a business is way cool these days - everyone is doing it. And what’s not to love about it, right?

That being said, the only question then is what kind of business should you start? That’s the burning question on the lips of many a would be entrepreneur stuck in cubicle nation.

Here’s my take - I hope to whatever God you pray that you have discovered the next new big thing and that you have your patent attorney working overtime for you, but . . .if you want some really good, free advice, take head.

Research and find a business, industry, product or service that seems to have a number of players who already seem to be doing pretty well and jump into that potentially crowded field with an innovation and a commitment to a marketing system.

It is far easier to create a twist or unique offering in a market that already exists and appreciates what your business has to offer than it is to convince a market that they ought to want and need your great invention. I know that may not be the way to entrepreneurial stardom, but it’s the surest way to create a business with a chance of success.

But what about all the competition? Don’t sweat the competition, most have succeeded on sheer market momentum or demand. You’ve got the secret duo of innovation and marketing system on your side and you are about to blow the competition away.

So let’s talk about these two ingredients you need to add once you find your boring, but sound, business to jump into - innovation and a marketing system.

Innovation comes by simply finding a unique way to package, deliver or market your business. It must be something that allows you to clearly show how your business is different in some significant way than all the others that say they do what you do. For example, Duct Tape Marketing coaches don’t do marketing consulting, they install a marketing system.

It’s not enough to simply say you offer better service. In this regard you may need to be willing to throw off long ingrained notions. Some find that’s it harder to get old thoughts out than new thoughts in - let your innovation include green skies and blue trees!

Once you have your business idea and innovation, surround it with a marketing system. A marketing system is just my way of explaining the systematic way to build know, like and trust.

Your system must contain a strategy that helps you communicate, in very simple ways, your innovation - your difference, your core message. It must also contain a thorough and consistent, education based communication strategy combined with proven ways to toot your horn and let your ideal customers find you. (In case you want a complete road map for creating a marketing system, that’s what my book, Duct Tape Marketing, is all about.)

This may not be the path to instant gratification, but it is the long, slow, steady and perhaps boring guarantee for start-up success.

Posted by: John Jantsch on May 13, 08 | 6:06 am
Category: Duct Tape Marketing, Marketing Strategy | Tags:

Every small business owner can benefit from becoming a better speaker. It doesn’t really matter if your ambitions are to sell across the desk or present across the globe, getting your message heard and acted upon is essential small business stuff.

In fact, I think that forcing yourself to get in front of an audience and deliver a talk of some sort is one of the best ways to develop competitive marketing skills. When you have to get your thoughts down into a concise 30 minute talk and then go out and get instance, sometimes too truthful, feedback it develops character and poise along with an improved message.

The first time you get up in front of a crowd and realize that nobody will die if you aren’t very polished is the point at which you might just get hooked on doing it again and again.

In a recent episode of the Duct Tape Marketing Podcast, my guest is Tom Antion. Tom knows a thing or two about speaking and about teaching people how to be more effective speakers. If you want to make speaking a primary revenue source, Tom’s your man for that as well.

Listen as he describes some of the keys to being a better presenter.

Posted by: John Jantsch on May 12, 08 | 12:12 pm
Category: Branding, Presentations | Tags:

Since you’re reading this on a blog, you may not be the exact target I have in mind for this message so, feel free to pass it along to someone you know who might need to hear it - I’ve been on a speaking and workshop binge this past 60 days and I am still finding the need to evangelize blogging as a small business marketing tool.

One of the most common questions I receive is “how do I get started blogging?” Some might find it a bit odd that I suggest a three step approach and the first two steps don’t have much to do with directly working on your own blog. No, I think you get started blogging by working on your blogging mindset and blogging presence. So, here’s my 3-step blogging start-up plan.

1) Monitor - Spend a couple hours one day finding blogs in your industry, competitors, journalists who cover your industry and other related and relevant content. You can find them by cruising Bloglines, Ask.com, Google Blogs or Blog Pulse. Figure out how to subscribe to some of them using an RSS readers such as Bloglines or Google Reader and then start reading or scaning them on a daily basis. This is a great way to learn how to blog and how to develop your unique niche or voice

2) Participate - Start leaving relevant comments on your list of blogs above. Relevant, not spam - don’t put links to your site in your comments, just make very smart conversation - it’s okay to disagree with the point being made by the blogger, just don’t be a tool about it. (Many blogs publish an RSS feed for comments too so you can add these to your RSS reader and know when a comment stream gets pretty hot and jump in.)

3) Blog - Okay grasshopper now and only now should you start blogging. Here is where I would recommend you take a good hard look at WordPress. I know that there are lots of other options such as TypePad, Blogger and even Wordpress.com, but I’m going to push you toward one way that I know works on all the levels you want to blog for.

Posted by: John Jantsch on May 12, 08 | 6:06 am
Category: Blogging | Tags:

I know that marketing doesn’t come naturally to most business owners. Not many people say to themselves - “I am such a good marketer I think I’ll start a business selling something.” No, unfortunately the conversation probably goes like this - “I sure love to work with spreadsheets and do people’s taxes, holy crap, I’ve got to learn how to market.”

When the realization that you are in the marketing business hits, too many people want to grab onto the latest and greatest marketing idea and ramp up the selling machine overnight.

When it comes to marketing, you’ve got to decide that little improvements, metered out every single day are the way to gain a measure of marketing momentum. Don’t freak out and try to do it all today, or next week. Make it a habit. Think Kaizen! Kaizen (改善) is Japanese for improvement. It is a Japanese philosophy that focuses on continuous improvement throughout all aspects of life. It’s a philosophy that is bantered around my management consultants, but it so applies to small business marketing.

I know you want the quick fix, but get over it, that’s not the way it works.

Create a list of marketing activities that, if practiced every single day, would cause continuous marketing improvement. Make certain that about 1/2 of your list makes you uncomfortable just to think about. For some that’s public speaking, calling up really big prospects, asking a supplier to partner or simply asking a journalist to coffee. If you’re not stretching enough to make yourself just a little uncomfortable, you’re not growing, you’re not moving forward. Again, focus on daily sips of improvement rather than the tsunami.

Here’s a little exercise I love to use to check my comfort level. Clasp your hands together, like you might in prayer, interlace all 10 fingers. Most of us have a natural way of doing this - I’m left thumb over right. Now, switch your clasp to the opposite way - so for me that’s now right thumb and all corresponding fingers over left. It feels a little awkward doesn’t it. It’s not painful or really even that sensational, but it usually produces just a slight feeling that is uncomfortable. Try it any time you feel like you are phoning your day in and use it to remind yourself to push just that much every day.

Posted by: John Jantsch on May 08, 08 | 10:10 am
Category: Marketing Calendar, Marketing Strategy, Strategic Partnering | Tags: , Kaizen

Many small business owners still think they can take a pass on the power of online social media tools, particularly if they reside in seemingly low-tech industries like plumbing, fishing, or lawyering. I want to share a quick interview I did with Jason Brown, 23 year old co-founder of Brown Lures. That’s right, they sell fishing lures to guys and gals that probably don’t call hanging out at Web2.0 conferences a good time. (I’m just guessing on that though.)

Brown credits his blog with changing the way people find him, he created a podcast that gives him great “fishing stories” and loyalty from guides up and down the Gulf coast, he uses RSS and content tagging to automatically produce fresh blog content, and email marketing to blow his competition away at trade shows.

Using social media in industries that are still slow to adopt it is the killer competitive advantage.

In Brown’s words:

“We have been running waiting lists for products for about a year now, and no one has any clue how we are doing it without spending big advertising money. I love this stuff . . .”

Alas, I can still here the cries from the cynics - We don’t need no stinkin social media, we just need more sales.

Care to share your “social media in a low-tech” industry success stories.

Posted by: John Jantsch on May 07, 08 | 10:10 am
Category: Blogging, Mobile Post, Podcasting, RSS, Social Media | Tags:

My monthly live interview series featuring well-known authors and business leaders continues in May with Tim Berry, founder of Palo Alto software.

April’s call with David Allen is archived on the series page along with calls with John Battelle, Guy Kawasaki, Michael Gerber, Tim Ferris, and Ivan Misner. The impressive line-up also features Michael Port in June. Check out the archives and enroll to be notified for each call.

Posted by: John Jantsch on May 06, 08 | 10:10 am
Category: Duct Tape Marketing, Entrepreneur | Tags: