As a renowned marketing guru and small business coach, John Jantsch has become a leading advisor on how to build and grow a thriving business. In his trusted book for small businesses, he challenges readers to craft a marketing strategy that is as reliable as the go-to household item we all know, love, and turn to in a pinch: duct tape. Duct Tape Marketing shows readers how to develop and execute a marketing plan that yields more revenue and ensures the longevity of small businesses. Taking a strategic, systemic approach to marketing rather than being constantly won over to a “marketing idea of the week” helps small business leaders establish a solid--“sticky”--foundation of trust with their customers that only grows stronger with the application of more and more metaphorical tape. You’ll learn how to turn your marketing efforts into a lead generation machine and move far beyond your week-to-week strategizing to create long-term plans for your business’s continual growth. Plus, the revised and updated edition of this industry-leading book includes all new tools, rules, and tactics that respond to the ways social media and digital developments have shifted and evolved the marketing landscape. Let's face it: as a small business owner, you are really in the business of marketing. This practical, actionable guide includes fresh ideas that stick where you put them--and stand the test of time.
Fans of Jantsch's popular marketing blog and Web site will be\t\t disappointed by this tepid resource. His Duct Tape Marketing refers to\t\t systematically "getting people who have a specific need or problem to know,\t\t like and trust you" and to inspire customers to "stick" to your company. The\t\t book plods through basic marketing precepts such as finding your ideal client,\t\t honing your message, being memorable, and making your Web site work for you.\t\t The chapters that draw from the author's Web expertise provide a solid overview\t\t of creating productive Web sites and automated referral systems. But too many\t\t chapters provide only a bland overview of familiar material without providing\t\t interesting case studies to illustrate the author's prescriptions. For example,\t\t chapter 10, on garnering media attention, starts with a 24-year-old example of\t\t a man who got a rush of publicity from offering to sell the Brooklyn Bridge,\t\t followed by boilerplate advice on writing press releases and updating media\t\t lists. Readers looking for real insights will quickly move on.\t\t