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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.
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I was looking for a marketing book that could help me get some ideas on how to create better marketing strategy for my blog; to get more traffic that will convert. I did get some ideas by reading this book and it was helpful for me. Some of the ideas that I get I’ve already implemented, and on other I will work in future.
I would suggest this book to those who already know thing or two when it comes to marketing, and it’s good for beginners also. I wound’t be recommending it to someone who already knows a lot about marketing – because most likely that person is already familiar with things written inside this book. You can check through my summary and see is there something that you don’t know.
In my opinion this book is best for those who have online based business, because majority of things can be applied to online based business; and some of the things can be applied to offline business. You can use local marketing strategies presented in this book for your offline based local business. But I have to say that you will have to do more research and read some other books as well.
I think this book will be very helpful to those who are selling e-books, courses, tutoring and those kind of products.
I’m disappointed with this book only because of the one thing, when I was reading biography I see that author is in marketing business; and I have to say that I was expecting a lot more examples and case studies from authors previous work with other business. That is one thing that this book kind a lack off. And that is reason why I didn’t give five stars rating to this book.
And in the end, this book is not your all-in-one guide package; you will definitely need to read more if you want to learn about marketing – because marketing is complex subject, and it’s not something that you can learn easily. I can say that from my own personal experience. But you’ll get good basics, and you can develop them if you actually use and test what you have learned.
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
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.