Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your email address or mobile phone number.
Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide Paperback – May 13, 2008
There is a newer edition of this item:
Up to 50% off select books
Featured titles are up to 50% off for a limited time. See all titles
Frequently Bought Together
Customers Who Bought This Item Also Bought
From Publishers Weekly
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 www.ducttapemarketing.com. Twitter @ducttape, Facebook: facebook.com/ducttapemarketing.
If you’re the author, publisher, or rights holder of this book, let ACX help you produce the audiobook.Learn more.
Top Customer Reviews
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.Read more ›
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.
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
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.
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.
Most Recent Customer Reviews
Extremely practical marketing tips!
Covers traditional marketing, as well as web marketing, seo, crm, etc.
Very nice product! Great job! Feeling the power! thank you from PowerMan!Published 16 months ago by viking