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Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide Paperback – September 26, 2011
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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.
Top customer reviews
Follow John's RECIPE! He works very hard to help people succeed in business. He has humbled me and helped me become a better business person.
Buy this book and bring it to your next staff meeting and explain why "marketing is an all-encompassing outlook that must inform every activity of your business."
If you agree that 50 percent of advertising and marketing doesn't work (but no one knows which 50 percent), this book will not only help you--it will change the way you've been thinking about your mission and your customers. Jantsch is no huckster--he's all about marketing integrity. "Copycat Marketing is chock full of problems, but primarily it is a problem because it is dishonest," he warns.
Simply put, this book will help you create marketing that sticks. The goal: "Marketing is getting people who have a specific need or problem to know, like and trust you."
On the journey to find and serve your niche, the author suggests "you'll turn your sales calls into more of an audition." Ideas abound: 1) Offer an astonishing guarantee; 2) Perfect your "Talking Logo," a bit like your elevator speech, only better; 3) Create a Client Profile Tracker (simple idea--but you're probably not doing it); and 4) Call 10 clients and ask them six time-tested questions, including, "What could we do that would thrill you." Written for businesses; it also delivers great value to nonprofit organizations and even churches. It's the perfect next step after reading the Customer Bucket, one of 20 chapters in my book, Mastering The Management Buckets: 20 Critical Competencies for Leading Your Business or Non-profit.
With a foreword by Michael Gerber, author of The E-Myth Revisited, and afterword by Guy Kawasaki, author of The Art of the Start, this is a must-buy for your team's resource library. For me, the tipping point was the enthusiastic recommendation from another CEO. Jantsch sold my CEO friend and he sold me. That's Duct Tape Marketing.
The marketing formula I found fascinating was the section on building the Duct Tape Foundation. In very clear language John Jantsch leads you through the crucial steps of building your core marketing tools from scratch by:
1. Identifying your ideal client.
2. Developing your core marketing message.
3. Choosing an image to identify your business.
4. Showing you the essentials of creating products and services for every stage of client development.
5. Understanding the importance of educational marketing materials.
6. Building an effective web site.
7. Learning how to get your entire team involved in the marketing process.
It's not only "First you do 'A' then 'B'..." it's more like "First you do 'A' and this is why." Using this mentoring approach, you truly come away knowing what to do and why you should do it. Implementation is much easier when you understand the method behind the system.
There's a lot to digest in this book. You'll want to refer back to it again and again. I know I will. This one gets an enthusiastic five stars from me.
Joe Waynick, Author
"Internet Bookselling Made Easy!" series