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Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide Paperback – May 13, 2008

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Editorial Reviews

From 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 © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.

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. Follow him at Twitter @ducttape, Facebook:


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Product Details

  • Paperback: 304 pages
  • Publisher: Thomas Nelson (May 13, 2008)
  • Language: English
  • ISBN-10: 159555131X
  • ISBN-13: 978-1595551313
  • Product Dimensions: 5.4 x 0.8 x 8.4 inches
  • Shipping Weight: 15.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (86 customer reviews)
  • Amazon Best Sellers Rank: #233,783 in Books (See Top 100 in Books)

More About the Author

John Jantsch has been called the World's Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.

John Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine.

He is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.

He frequently consults with small and mid-sized businesses helping them create marketing plans and organized marketing systems that smooth the way for steady growth.

Customer Reviews

Most Helpful Customer Reviews

34 of 36 people found the following review helpful By Bill Brelsford on January 6, 2007
Format: Hardcover
I read a lot of business books, and in my opinion there are two things that make this book unique. The first is the focus on the needs of small business. Many marketing books have lessons that small business owners can apply to their business, but this book focuses squarely on the needs of the small business owner. As a result, you will find a lot of practical advice that you won't have to spend a fortune on to implement.

The second thing that I think is unique is the focus on marketing as a system. Many books address a particular aspect of marketing - defining your target market, lead generation, marketing metrics, product development, etc. This book focuses on creating a complete marketing system - from defining your marketing strategy to implementing that strategy in your day to day operations.

The first part of the book walks you through the steps of building a solid foundation. Beginning with the user friendly definition of marketing as "getting people to know, like, trust, buy from and refer you to others", the author shows you how to identify your target market, develop your core marketing message and then communicate that message with marketing materials that educate.

The second part of the book shows you how leverage the foundational work you did in part one by applying different marketing tactics (advertising, PR, direct mail, etc.) in order to attract more of your ideal customers.

The third part of the book discusses how to put your marketing on auto-pilot by systemizing your marketing tasks and creating a marketing plan, budget and calendar.

The appendixes are filled with additional resources to help you get started on your marketing plan.
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24 of 24 people found the following review helpful By Michael J. Stelly on June 30, 2008
Format: Paperback
Novice business owners, like me, will love this book. It lays out the foundation for marketing your business with no expectation of prior marketing experience. Great job, John.

My one gripe, and the reason I gave it 4 of 5, is that the author assumes that you, the business owner, have an established clientele. Start-up owners, like me, who want to kick off the marketing effort to establish a clientele, will have to "act as if" we do and fill in the blank spots with educated guesses.

John, if there's a sequel, please point out where start-ups differ from established small businesses and if we need to do something different to reach the same goal in that particular phase of marketing.

All in all, though, a great read.
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45 of 49 people found the following review helpful By John Matlock on March 12, 2007
Format: Hardcover
There are a series of books that I keep on a special - quite small - bookshelf. I try to reread each of them every year or so. While I've gotten to the point that I know what they say, but each time I go through one of them I get an idea or two to try in promoting my business.

This book has made it to that shelf.

It got a decision to be put there while I was reading it at the book store. On page 24 there's a story of a lady wanting to sell helmets in a state with no helmet law. So she started stocking children's helmets. When riders told her they didn't want a helmet she asked, 'What about one for the child, they aren't old enough to make that decision for themselves.' What daddy could resist? Then a month later they were back for a helmet for themselves after the kid was asking, 'Daddy, where's your helmet." So a sale for Daddy, little Jimmy and little Suzie. Three sales for one question.

Then on page 83 there's the advice:

Shoot your web designer if they:

Suggest flash intro pages

Suggest frame pages

Suggest templates.

Yes, Yes, Yes!

One point about the web I do not agree. Learn to do your web site yourself. You may hire a designer to do it at first, but then maintain it yourself. It isn't hard and you won't be nickled and dimed to death over every small change you want.

I could go on, but I'm sure you get the idea. All of his ideas won't be applicable, but if you get a good idea or two each time you read through it, the book is worth it's cost many times over.
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30 of 34 people found the following review helpful By Manny Hernandez HALL OF FAME on August 3, 2007
Format: Hardcover Verified Purchase
To say "Duct Tape Marketing" is a great book is an understatement. As an entrepreneur who has founded two small companies, I found John Jantsch's approach to help customers to know, like and trust you more to be intuitive, yet very powerful.

He got my undivided attention from the point he proposed having you first identify your ideal clients (as early as in page 5) and asking you to fire about 20 percent of your past customers, if they no longer fit into the picture of your current business. Now THAT makes sense and it is SO powerful: I could recall the occasions when I was spending time pursuing projects that were not a good fit for the goals of our company, but we still pursued them ("Hey! It's business!"). Since I read that section, I've felt more comfortable not pursuing distracting projects.

He then proceeds to walk you through the discovery and delivery of your marketing message in a way that speaks to the heart of those ideal customers you identified early on. The rest of the book is packed with tactics to get that message in front of your target audience and help them contact you and refer you.

These easily are the best 300 pages I have read since I became a small business.
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