Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide

by John Jantsch

In his trusted book for small businesses, John Jantsch challenges you to craft a marketing strategy that is as reliable as the go-to household item we all know, love, and turn to in a duct tape. 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. Duct Tape Marketing shows you 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 foundation of trust with their customers that only grows stronger with the application of more metaphorical tape. In Duct Tape Marketing , you will learn how Plus, this revised and updated edition 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 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.

Genres: Business, Nonfiction, Buisness, Entrepreneurship, Audiobook, Self Help, Leadership

304 pages, Paperback

First published January 1, 2006

About the author

John Jantsch is a small business marketing speaker, marketing consultant, and bestselling author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine, The Referral Engine, and The Self-Reliant Entrepreneur.

Look for The Ultimate Marketing Engine out Sept 2021.

Reviews

[Rob · Rating 4 out of 5]

Duct Tape Marketing claims, on its cover, to be “The World’s Most Practical Small Business Marketing Guide,” and I think it largely owns up to its promise.

As a marketing guy at a small business (Cambridge Semantics) that’s only recently started to do any real marketing, I found this book to be well worth the read. The material presented doesn’t offer any new revelations. Instead, what it does do to give new life to familiar ground by laying out, in a step-by-step system, how to start from zero and move towards successful marketing and sales.

Marketing books—in particular tech marketing books such as the obligatory Crossing the Chasm—tend to focus on big picture strategy rather than on boots-on-the-ground tactics, leaving a feeling of, “OK! I get it! So what do I do first?” In contrast, every chapter of Duct Tape has an action list to get you moving today, this week, and this month on the right path, helping you to focus on only the most important elements of marketing with the right ROI at the right time in your marketing evolution, saving you from the dreaded fate of analysis paralysis.

It wasn’t all roses and gumdrops, as a couple of the sections were not helpful to me, including those on web sites, which he spends some time on presumably because most small, local businesses have craptastistic web sites, and those on automation, since I was already familiar with CRM tools going into the book. Furthermore, since it is focused on small businesses, there are lots of anecdotes of lawn care companies and the like, so you have to extrapolate the wisdom presented and apply it to your own business as only you see fit.

If you either don’t have a strong feeling for what marketing is/can do for your small business, or you are trying to jump start a marketing effort from scratch where one hasn’t existed before (my problem), I definitely recommend checking this out.

[Chad · Rating 5 out of 5]

This guide is bursting with small business marketing strategy and tactics. It’s well-written and practical, based on extensive firsthand experience. The system advocates an expanded version of the marketing funnel, content marketing, digital marketing, and lead conversion.

I found welcome advice about creating a core marketing message, positioning, and generating referrals.

I read this because I found the Duct Tape Marketing site and podcast years ago. I really liked The Referral Engine.

Notes
The Duct Tape Marketing System
1. Develop Strategy Before Tactics. Define your ideal client, communicate your key difference, and filter your tactics through your strategy.
2. Embrace the Marketing Hourglass. Expand the marketing funnel to turn new customers into advocates and referral partners. The path: know, like and trust, then try, buy, repeat, refer.
3. Adopt the Content Publishing Model. Commit to producing content like a publisher. Consistently produce content that builds awareness and trust.
4. Create a Total Web Presence. Having a website isn’t enough. Promote it through SEO, social media, offline efforts.
5. Orchestrate the Lead Conversion Trio. Generate leads with referrals, advertising, and PR. These amplify each other.
6. Drive a Lead Conversion System. Create a systematic approach to nurture and educate leads and orient new clients.
7. Live by the Marketing Calendar. Create monthly projects and themes, weekly action steps, and daily marketing appointments.

Identify your ideal client
Steps to discover ideal clients
1. Profit: which clients are most profitable? Which service or type of engagement is most profitable?
2. Propensity to refer: which of these clients refer?
3. Demographics: what demographics do these clients share?
4. Behavioral markers: what makes these clients tick? What triggers them to look for someone like you? What behaviors can you target (attending certain conferences, joining civic or nonprofit causes, etc.)
5. Biographical sketch: how would you spot the ideal client? What words and images make up their “picture”? Give these profiles personal names.

Questions to ask
• What problem do you solve? Do you sell peace of mind, status, pain relief?
• Where are your ideal clients located? Are certain areas or patterns more desirable?
• How do ideal clients make buying decisions? Committee, bid, RFP, referral, search engine, etc.?
• How can you reach ideal clients? Associations, publications, mailing lists, networking, etc.?
• What irritation/frustration in your industry do clients deal with, that you can fix?
• Does the target market value your expertise enough to pay a premium?
• Are other companies already thriving in this market (proving viability)?

Ideal prospect = physical description + what they want + their problem + how they buy + best way to communicate with them

Discover your Core Marketing Message
Don’t claim to be different on quality, good service, fair pricing. These are expected. Your difference must be in how you do business, how you sell; the experience.

To help uncover your positioning, ask your clients:
• Why did you hire us?
• What do we do that others don’t?
• What’s missing from our industry?
• What could we do that would thrill you?
• What do you put up with in this industry?
• What would you do if you owned our business?

Create a talking logo to answer the question, “What do you do?” Formula: action verb (I show, teach, help) + target market (business owners, Fortune 500 companies) + how to X (solve a problem, meet a need)

Core Marketing Message: What’s the chief benefit of doing business with you? How can you easily communicate your difference?

Produce marketing content that educates
Create content partnerships with strategic partners (co-brand ebook, invite to guest post, offer seminar to their customers, etc.).

To write case studies, interview clients and ask these questions:
1. What solutions were you seeking when you hired us?
2. What did/do we provide that you value the most?
3. What has been the result of working with us?
4. What would you tell others who are considering hiring us?

When asking clients to write a testimonial, ask them to write it as though they were recommending your business to a friend who was considering hiring you.

A web presence that works day and night
7 deadly assumptions about online marketing success
• "An attractive website is an effective website"
• "I know what my customers search"
• "People will go to my contact page to find me"
• "No one read blogs"
• "People will find my site by searching for it"
• "Traffic is the key"
• "People will come back because they like my site"

Run advertising that gets results
Two-step direct response advertising
1. Run ads that offer the reader a free report, sample, or something of high perceived value. Ask them to visit website and exchange basic contact info for this valuable info.
2. Send the report to all who respond, and market to this group like crazy.

To develop a good info product, think of how to help readers avoid the pain of paying too much, wasting their time, losing something they value, or encountering frustrating situations. The info product can be a white paper, webinar, audio, workshop, email series, etc.

To evaluate advertising options, ask:
1. Does it allow you to specifically target your ideal prospect?
2. Does it provide high ROI?

Advertising options
• Direct mail is likely the best option for most small businesses. Purchase very targeted lists and do small tests.
• Telemarketing is ineffective for lead generation, but can be useful in following up on other forms of marketing.
• Internet ads, including PPC, can be effective. They can be placed quickly, targeted, and tested.
• Start with direct mail, get a predictable response, then add other forms of advertising to expand and enhance your message.

Direct mail is an ideal target medium
Sales letter formula
1. Headline. Scream, “This is worth your time!”
2. State the problem. Show that you realize their problem and understand their frustration.
3. Stir up the problem. Draw a picture of what the problem is costing them in money, time, frustration, status.
4. Paint a hopeful future. Reveal what life could be like (or what it’s like for others like them).
5. Outline a solution. Show that you know how they can get relief. Layer on the benefits of your solution.
6. Answer objections. Address those that prospects have posed.
7. Make an offer. Offer free report, workshop, or other free or low-cost info product.
8. Call to action. Tell them why and how to contact you.
9. P.S. Always include a P.S., the second most read part. Restate your offer or chief benefit.

Headline starters
1. Ask a compelling question: “Do you know why …?”
2. State your offer: “Free report reveals 101 ways to …”
3. Identify the target: “Mechanical engineers find that …”

Ramp up a systematic referral machine
Educate your referral sources with one sheet with following info:
• How to spot your ideal clients
• Your Core Message
• Your referral marketing process: how you’ll contact the referral, what you’ll say, how you’ll follow up
• CTA: the best way to refer you: actual words to use, how to pass lead, web address
• Create a blank copy of your referral source education document and send it to referral network, asking them to fill it out so you can better refer them.

How to reward referrers
• Offer discounted prices
• Give gift
• Give your product/service
• Recognize at referral appreciation dinner
• Acknowledge their contribution online and in newsletter
• Refer business to them

When you meet with a new client, say, “We know that you’ll be so thrilled with our service that at the end of 90 days we’ll ask you to help us identify 3 other people who, like you, need this kind of result.”

Create a strategic referral partner network
• Find businesses with same ideal client target
• Ask good clients who they like to buy from
• Invite partners to contribute to newsletter, blog, etc.
• Use, rate, and review partners
• Bring partners together to network
• Get businesses that serve the same target market to offer a free product/service that complements what you sell, or is at least of interest to your target market
• Offer to businesses that serve your market to provide a service for their customers. Example: offer to accounting firms to complete a free marketing audit for each of their new small business clients.

Referral offers
• Offer influencers a trial service in exchange for endorsement, testimonial, speaking gig, etc.
• Offer 20% refund each time client refers someone, up to 100%

Presentations
• At end of your presentations, ask participants to complete a very brief survey to help you improve your presentations. Offer a free info product in exchange. The comments can be used as testimonials.
• Give attendees a simple one-page note-taking handout with your contact info.
• If you must present info that you’re not passionate about, inject something personal you are passionate about (hobbies, interests, etc.).

Commit to your marketing with a plan
Marketing habits
• Send handwritten notes to thank clients for their past support and business. This will generate work and referrals.
• Call 5 clients and briefly interview them about ways you could serve them better. This can also help you discover your USP and Core Message.
• When you cold-call, simply offer a free resource (tip sheet, checklist, report) on your website. Don’t try to sell anything. Follow up with those who get info.

[Julie Capell · Rating 4 out of 5]

Well-organized and comprehensive guide to marketing for a small business. There is a TON of great info here, and the recommendations seem achievable by a normal small business person. Some, such as identifying your ideal client and creating a core marketing message, I was already very familiar with, but there is some great advice here that I haven't seen elsewhere. For instance, specific questions to ask current clients that will help you position your marketing. Content creation gets its own chapter, and even though I have been reading a lot about this subject lately, I learned some things, such as specific sites and apps for finding and sharing content. Web sites also have a dedicated chapter with lots of suggestions I hadn't thought of before.

I found some of the chapters didn't apply to my situation, such as direct mail, so I skipped them and focused on the things I am working on in my own business(es) right now. I have a feeling I will want to go back into this book in the future, once I have some of the basics set up and functioning smoothly. At that point, the chapters on expert status, referrals, planning and budgeting will probably be more helpful.

Overall, I would recommend this as a very good, basic book about marketing. It manages to cover a lot of ground without being overwhelming.

[Josh Steimle · Rating 3 out of 5]

Great book for small business owners trying to figure out how to market on a budget.

[Drew Mathers · Rating 4 out of 5]

A comprehensive guide to small business marketing. Unfortunately the author strayed into offering specific technology recommendations. While marketing advice ages like wine, technology advice ages like yogurt.

[Almir · Rating 4 out of 5]

http://imeducatingmyself.com/duct-tap...

This book is about marketing and it does offer many valuable content from which you can learn a lot about marketing. I think this book is best suited for beginners and for those who are in middle, but I wouldn’t recommend it to those who already are experts and know a lot about marketing. But more on that in last section.

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.

[Sergei_kalinin · Rating 5 out of 5]

Рецензия на книгу в моём блоге: http://s-kalinin.blogspot.ru/2015/05/... Книга ОЧЕНЬ хороша для малого-малого :) бизнеса, в котором "сами себе маркетологи". В книге очень хорошо про интеграцию онлайн и оффлайн маркетинга. Много практических советов и актуальных инструментов онлайн-маркетинга.

[Rusdi Oktria · Rating 5 out of 5]

Saya suka banget pendekatan Duct Tape Marketing karena ngerasa relate banget dengan realita kerja saya di dunia digital marketing, terutama saat harus bantu tim kecil dengan resource terbatas. Buku ini ngingetin saya kalau pemasaran nggak harus ribet atau mahal, yang penting punya sistem yang konsisten dan ngerti betul siapa target yang mau kita ajak bicara. Banyak banget insight sederhana tapi ngena, kayak pentingnya punya pesan inti yang kuat, membangun kepercayaan lewat konten, dan fokus sama pelanggan ideal. Rasanya kayak diajarin balik ke dasar, tapi dengan cara yang praktis dan realistis.

Beberapa poin untuk saya ambil:

1. Pemasaran itu bukan kampanye sesekali, tapi sistem yang harus jalan terus.

2. Jangan kejar semua orang — cukup fokus ke pelanggan ideal.

3. Website itu pusat marketing, bukan cuma etalase.

4. Edukasi lebih penting dari promosi.

5. Pelanggan puas = mesin referral paling kuat.

[Carolyn Tragasz · Rating 4 out of 5]

I liked the definition of marketing as "getting someone who has a need to know, like, and trust you".

The Good: The author took a human-centric view of marketing as being about building relationships with people through quality engagement at every stage of the customer life cycle. His focus on nuances as
they related to communication and trust and aligned with my company's values.

The Bad: This is a "How To" manual and there were definitely some dry parts. Its worth noting that the world of the internet has changed since 2011 and many of his resources were outdated, although the general principles ring true.

Overall the suggestions were all very pragmatic, as advertised. I definitely walked away with some actionable items I want to try and implement with my boss.

[Sirjon · Rating 4 out of 5]

Buku "Pemasaran Duct Tape" karya John Jantsch adalah sebuah buku yang membahas strategi pemasaran yang praktis dan terjangkau bagi usaha kecil dan menengah (UKM). Buku ini menekankan pentingnya pemasaran yang terfokus, terukur, dan berorientasi pada hasil, bukan pada taktik pemasaran yang rumit dan mahal.

buku ini mendorong UKM untuk:
* Fokus pada target pasar yang spesifik.
* Membangun merek yang kuat.
* Memanfaatkan pemasaran konten.
* mengukur hasil penghasilan.
* memanfaatkan media sosial secara efektif.

Buku "Pemasaran Duct Tape" menyajikan solusi pemasaran sederhana, efektif, dan terjangkau untuk UKM, menekankan kreativitas, ketekunan, dan pengukuran hasil.

[Mark · Rating 1 out of 5]

I should have read the Goodreads synopsis first. Had I seen the author described as a "guru" and a business "coach", I would have run away immediately. Instead, I bought this book and now it sits... in my trashcan. If you try to implement even a fraction of the garbage he advises here you will be out of business before you are finished. Just an example of his cutting edge strategy? A whole chapter dedicated to the superiority of direct mail marketing! That stuff I throw into recycling on my way in from the mailbox.

[Denise McLachlan · Rating 4 out of 5]

Good information

This book mostly gives information on marketing for brick and mortar shops or service industries. He does touch on internet marketing in the second to last chapter, and I bought the book for more of the online marketing help. All of his information is very good and well written and organized so you can follow it step by step. It just wasn't for me, and I wish he would have said something in his description of the book.

[Fukky Tantang · Rating 3 out of 5]

I read this book in 2020. Alot of the examples and ideas in this book are outdated. This book is really tough to read because it is almost like reading a recipe book. I started skimming the book for the second part of the book. I learnt a few useful things from the book. But I have to dig really hard to find it. I would have preferred the author focused on a few important ideas rather than giving a list of things that we can do.

[Mike · Rating 5 out of 5]

I really enjoyed this book. I read quite a bit on marketing and I was surprised by how much actionable advice was in this book. I think the author did a fantastic job of laying down the basic foundation for a good marketing plan. My only slight complaint is that by the end of the book, I was ready for it to be over.

[Holly Buxton · Rating 4 out of 5]

Duct tape marketing is indeed a very practical guide to marketing for a small business. The updated version has woven the original principles into the ever changing role of online platforms for marketing a small business. The terms provide a good language for a company to use in training employees in marketing. I look forward to applying many of these principles in my own small business work.

[Teresa K · Rating 3 out of 5]

Good overview of how to market your own business. Sometimes marketers can o relook this aspect when building their own marketing business so I have lots of notes and reminds of what I need to do to build my own business. Dont rely on this for anything related to the internet unless they do an updated edition .

[Nickolai · Rating 4 out of 5]

Очень интересная и ценная первая часть: нашел в ней много полезных для себя идей. Вторая и третья части, на мой взгляд, возможно, и применимы в американской практике, но к сожалению, вряд ли пригодятся в нашей действительности.

[Jon De Asis · Rating 4 out of 5]

Found myself enlightened at some parts and a bit lost in others. A lot of good resources in here - some examples of how all of the parts come together would have gone a long way towards cementing my understanding.

[Stephanie · Rating 4 out of 5]

Very practical step-by-step advice. Generated a lot brainstorm ideas for me.

[Antreina E. · Rating 5 out of 5]

Good practical tips. And when you think how sturdy duck tape is, it will make you stick to your plan without getting unglued. Good read.

[Joseph Riden · Rating 4 out of 5]

Another good read for implementing down-to-earth marketing. Recommended.

[Adrienne · Rating 4 out of 5]

Usefull

[Walter Adamson · Rating 5 out of 5]

So far, I have found all of John Jantsch's books to be totally down to earth and practical. If you implement, you will get results. Duct Tape Marketing is in that tradition.

[Oxana Udodova · Rating 4 out of 5]

Безусловно это теория, но понятная. Приемы больше американские,а некоторые так и вовсе устаревшие. Но как теория, норм.

[Brandon · Rating 4 out of 5]

Solid book. Great insights for someone totally starting from scratch. Might not be as applicable for someone who has been in business for a few years, but still absolutely worth the read.

[Musfiq · Rating 5 out of 5]

A great practical marketing guide for startup.

[Melanie · Rating 4 out of 5]

Mostly great ideas for small business marketing

[Eric · Rating 3 out of 5]

Some really good stuff which I wish I had learned earlier.

[Ellen · Rating 3 out of 5]

Read for CEUs for a certification. Good basic, common-sense principles of marketing.

[Tabi · Rating 3 out of 5]

There are some good tips here, but like many marketing books, the information is mostly irrelevant 5-10 years after publication.