Date Read: 7/1/2020
Go to the Amazon page for details and reviews
Today’s marketer must build from the center first. Only then can you create the strong foundation that will carry your marketing into the next decade.
Does your business feel like it’s stuck in first gear?
Duct Tape Marketing is the cure.
Unlike other business books, Duct Tape Marketing gives you practical advice right from the start. While most books fill your tank with unleaded, this book fills it with rocket fuel.
No frills. No non-sense. This thing roars. Vroom, Vroom…
Its “build it” first take made me giddy; it’s exactly how I think about business.
Below, you’ll find key insights and takeaways from the book you can use to improve your business and marketing.
Getting People to Know, Like and Trust You
What is marketing?
Duct Tape Marketing author, John Jantsch, defines it as “getting someone who has a need, to know, like, and trust you.”
The definition isn’t just simple, it’s practical.
When I read his definition, I immediately thought of Robert Cialdini and his 6 principles of persuasion. And while he doesn’t give an obvious hat tip to Cialdini, he does package Cialdini’s ideas in a unique way.
Jantasch lays out his vision for accomplishing “marketing” in 7 Steps:
- Develop Strategy Before Tactics
- Embrace the Marketing Hourglass
- Adopt the Content Publishing Model
- Create a Total Web Presence
- Orchestrate the Lead Generation Trio
- Drive a Lead Conversion System
- Live by the Marketing Calandar
Systematizing the 7 Marketing Steps
Here’s what the 7 steps above look like when talking about a marketing system:
- Know – Your ads, articles, and referred leads
- Like – Your website, reception, social media profiles, and e-mail newsletter
- Trust – Your marketing kit, white papers, and sales presentations
- Try – Webinars, evaluations, and nurturing activities
- Buy – Fulfillment, new customer kit, delivery, and financial arrangements
- Repeat – Postsale customer survey, cross-sell presentations, and quarterly events
- Refer – Results, reviews, partner introductions, peer-to-peer webinars, and community building
Building Your Marketing Foundation
The part of Duct Tape Marketing I liked best was its focus on building your foundation.
It’s a three step process:
- Develop Your Marketing Purpose Statement – This is an internal document that paints the future of your business. Why do you do what you do? Why does it matter, and how will you get there?
Example: “We’re custom home remodelers, and we want to be known as the ‘we-show-up-when-we-say, no-mess, no-trash, we’ll make-your-neighbors-happy, contractor.’ We have hired the most professional people in the industry, and they stand out whenever we compete for business or do work for a customer. We take our shop-vac into a sales call to help demonstrate clean!”
- Your Talking Logo – Similar to a value proposition, this is the “who” and “what” of your business. What I like about the Duct Tape Marketing version is that it purposefully leaves out the “how.” Leaving out the how builds curiosity so people ask you more about your business.
– “I help wealthy individuals slash their taxes.”
– “I teach business owners how to get famous.”
In the above examples, you’ll notice these statements don’t tell you “how.” That’s why they are so powerful. They nudge the listener to probe for more information.
Here’s the formula for creating your own:
Action verb (I show, I teach, I help) + target market (business owners, homeowners, teachers, divorced women, fortune 500 companies) + how to X (solve a problem or meet a need)
- Your Core Marketing Message – This takes the primary benefit of doing business with you and condensed it into a phrase. Finding your core message requires understanding your unique value proposition.
– A remodeling contractor: “On Your Job Until It’s Done–Forever.”
– A shopping center: “You Know What You Want, We Know What You Expect.”
This three-step process gets you going in the right direction from the beginning.
Don’t Make Content, Build Community
A key take away from this book was its emphasis on content as a way to build community and engagement.
For a duct tape marketer, the primary purpose of a website 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.
While most business owners create a couple of content pieces and hit post, Jantasch makes it clear that there’s a lot more going on here.
He views websites as “publishing hubs” that help you increase the knowing, liking, and trusting of your target audience.
Some of the tools (websites) he mentioned that I think are helpful:
These websites will give you the newest articles on topics related to your niche. They are helpful for understanding your market and creating new content/conversations around them.
Duct Taping Your Marketing And Win
This is an awesome book.
Full of useful, practical information, that every small business owner needs to hear.
The only think it lacks is a next steps of sorts…
There doesn’t seem to be a whole lot in terms of free resources. I really wanted to see printed visuals of the systems discussed in this book. That, and some of the online tools laid out are a bit on the dated side. Oh well, can’t have it all.
Overall, it’s a MUST HAVE. There’s a ton packed into this book. I could talk about this book and it’s concepts all day.
Do yourself a favor and grab this book. Your business deserves it.