Duct Tape Marketing
Posted on February 7, 2008 - Filed Under Business |
Marketing to me has always been this ethereal world where entry requires a two drink minimum and the ability to ride unicorns and play with rainbows. And when I press a marketing person for what exactly "marketing" is, the response given often times makes me reach for another Sapphire Martini.
These days, marketing blogs constantly talk about "branding". The only branding I know is a hot piece of iron against a cow’s butt. These blogs are of no use to me. They assume that either (1) I know what branding is already or (2) I’m a marketing guru. Wrong on both counts.
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While cruising Barnes and Noble this book jumped out at me. Seth Godin recommended it and since Mr. Godin is revered in the marketing world I followed his recommendation. "Duct Tape Marketing" by John Jantsch is designed for small business owners. Inside the book, he gives wonderful ideas and strategies to help grow a business. He never once mentions hiring a consultant nor does he state you need to spend millions in marketing research. |
For any small business owner, the book is a must-read. Not only is the theory behind marketing discussed but he gives real examples which can be followed. Then he analyzes each example, explaining the psychology behind it. In addition, the book is written to include marketing for the internet. Those of us trying Tim’s online business ideas would find this section especially useful. On the subject of Tim, he’ll be speaking at a teleseminar on the 21st of February.
By far John’s most potent idea is discussing in detail how to turn your customers into "word of mouth" sales-machines. We all know that "word of mouth" sales via customers is a powerful and nearly sure-fire way of gaining more customers.
The author makes two claims in his book which I absolutely loved.
- If your marketing is good enough, you don’t have any need to sell. Customers will gladly hand over their money.
- The overall objective: Marketing shouldn’t cost you a dime.
After reading his book I agree with both points. Thinking that money is needed to do marketing indicates the business owner does not understand the difference between marketing and sales. For my online business, this book has provided 5 solid ideas which I will try and report back on. The best part: none will cost me any money to implement.
Now I can feel the question stirring in your heads: OK Mr. Smarty Pants, give it up. What exactly is marketing?
I have no idea. But let me get you a Sapphire Martini and share an example.
Tomorrow I’m going look at a case study which anyone contemplating an online business should be already following with great attention.
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