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00-01_Duct Tape Marketing.indd 2 7/27/11 8:22 AM
 Duct Tape Marketing

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00-01_Duct Tape Marketing.indd 2 7/27/11 8:22 AM
 Duct Tape Marketing
The World’s Most Practical
Small Business Marketing Guide

John Jantsch

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 © 2006, 2011 by John Jantsch

All rights reserved. No portion of this book may be reproduced, stored in a

retrieval system, or transmitted in any form or by any means—electronic,
mechanical, photocopy, recording, scanning, or other—except for brief quotations
in critical reviews or articles, without the prior written permission of the publisher.

Published in Nashville, Tennessee, by Thomas Nelson. Thomas Nelson is a

registered trademark of Thomas Nelson, Inc.

Thomas Nelson, Inc., titles may be purchased in bulk for educational,

business, fund-raising, or sales promotional use. For information, please e-mail
[email protected].

ISBN 978-1-5955-5465-9 (Repack)

Library of Congress has cataloged the earlier edition as follows:

Jantsch, John.
Duct tape marketing : the world’s most practical small business marketing guide
/ John Jantsch.
p. cm.
Includes bibliographical references.
ISBN 978-0-7852-2100-5 (hardcover)
ISBN 978-1-5955-5131-3 (trade paper)
ISBN 978-1-5955-5146-7 (special edition)
1. Marketing—Management—Handbooks, manuals, etc. 2. Small business—
Marketing—Handbooks, manuals, etc. 3. Advertising media planning—
Handbooks, manuals, etc. I. Title. II. Title: Small business marketing guide.
HF5415.13.J366 2007
658.8—dc22
2006031078

Printed in the United States of America

11 12 13 14 15 QG 6 5 4 3 2 1

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 For Carol—love always

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00-01_Duct Tape Marketing.indd 6 7/27/11 8:22 AM
 Contents

Foreword: On the Subject of Marketing Integrity,

by Michael E. Gerber ix
Introduction: A Solution to THE Small Business Problem xii

Part I: The Duct Tape Foundation—The Way to Sticky Marketing

(Help Them Know, Like, and Trust You More!)

Chapter 1: Strategy Before Tactics 3

Chapter 2: Identify Your Ideal Client 11
Chapter 3: Discover Your Core Marketing Message 24
Chapter 4: Wake Up the Senses with an Image
to Match Your Message 42
Chapter 5: Create Products and Services for Every Stage
of Client Development 55
Chapter 6: Produce Marketing Content That Educates 66
Chapter 7: A Web Presence That Works Day and Night 90
Chapter 8: Get Found Online in Your Town 113
Chapter 9: Get Your Entire Team Involved in Marketing 124

Part II: The Duct Tape Lead Generation Machine—Turning Stickiness

into a System That Works for You
(Turning Know, Like, and Trust into Try, Buy, Repeat, and Refer)

Chapter 10: Run Advertising That Gets Results 137

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 Duct Tape Marketing
Chapter 11: Direct Mail Is an Ideal Target Medium 159
Chapter 12: Earned Media Attention and Expert Status 182
Chapter 13: Ramp Up a Systematic Referral Machine 200
Chapter 14: Turn Prospects into Clients and Clients into
Partners with an Advanced Education System 230

Part III: Getting on a Roll!

(Find Out What Works and Do More of It)

Chapter 15: Commit to Your Marketing with a Plan,

Budget, and Calendar 257

Appendix A: Duct Tape Marketing Small Business

Marketing Resources 275
Appendix B: Special Offers 277
Acknowledgments 278
About the Author 279

viii

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 Foreword
On the Subject of Marketing Integrity

I have known John Jantsch for more than ten years, first in his role as
a certified E-Myth consultant for my company, E-Myth Worldwide,
a role in which he served his clients and me with the enthusiasm of a
disciple, and then later as the founder and CEO of his own marketing
consulting firm, Jantsch Communications. During those years, John
and I have talked about business, life, and his personal process for
growing both his enterprise and his knowledge about business so he
could fulfill the single most important objective he has always had—
to serve his clients, his community, and his family as best a man can.
What is remarkable about John is that, unlike many in this tricky
world called business who claim to know the unknowable, all for the
purpose of enhancing their personal brand, he has remained true to
who he is—a guy from Middle America who knows himself as few
of us do, and who aspires to nothing more than being a good house-
holder and a good gentleman. But none of this modesty can hide the
fact that he has spent a huge amount of the hours of his life drilling
down into the practical world of marketing to discover what actually
works—and why. Nor does it keep us from seeing his unique ability
to teach anyone how to put this practical knowledge to work to create
a wonderfully effective business.
In short, this book is really about integrity—John’s integrity, and
that of the true art of marketing—which is why I have called this
foreword “On the Subject of Marketing Integrity.” John and I share a

ix

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 Foreword
passion for the subject of integrity in marketing. Marketing—which
could sometimes be called selling, which could further be called getting
someone hot to buy—yes, that’s essentially what anyone who buys this
book is looking for—even you, dear reader! After all, to everyone in
business, getting someone hot to buy is obviously the holy grail. And
that’s what every marketing book worth its salt had better be about if
it’s going to hold anyone’s attention.
Yes, John keeps his promise, step by step by step, to demonstrate
to you how to do marketing to get your “someone hot” to buy your
something, but also—and this is very, very important—how to do it
with integrity. This begs the question, what does integrity have to do
with marketing? Well, first of all, without integrity, marketing is left to
tricks, sophistry, and lies—the same devices the old trickster used with
peas and shells on the streets of many cities: Is it here? Is it there? Where
is it? Is it anywhere? With John, not only will you know where the pea
is, but long before you wonder, John will have told you forty-two times.
John wants to make sure you don’t get lost here. He wants to
share the science of his craft, not overwhelm you with his wizardry.
In short, true to John’s integrity, he is less interested in your thinking
he is a marketing genius—there are more than enough of those out
there!—than he is in delivering to you what he’s promised.
This book is just like its namesake—duct tape—it’s good, incred-
ibly smart, amazingly practical, and immensely sticky stuff. You can
begin to put it to use immediately.
And John tells you how. This book is also amazingly thorough.
John spares no effort in digging deep down into the mechanics of mar-
keting, as opposed to academic claptrap. He is less concerned with the
philosophy than he is with the tools, tasks, and skills required to look at
marketing as a vocational school of marketing might. When you finish
this book, John will want to know that you have applied it to achieve
very specific results and will want you to tell him so! Yes, finally, when
all is said and done, John wants to talk to you about what you’ve done

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 Foreword
and how he’s helped you on your path. Like the good friend John is,
he’ll get back to you from the middle of America and ask you how
you’re doing, how it’s going, and what’s up.
I hope this has helped, dear reader. And give John my very best
when you see him. He’s about to become one of your best friends too.
Which is what I meant with the subject of marketing integrity. Who
wouldn’t want his customer to become one of his very best friends? I
know I would. Wouldn’t you?
Michael E. Gerber
author of The E-Myth

xi

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 Introduction: A Solution to
THE Small Business Problem

Journey to the Center of the Marketing Universe

So, what’s changed since I first sat down to write Duct Tape Marketing,
and has it been sufficient to warrant an update of this text?
Actually, as anyone who’s been trying to build a business over the
last few years can attest, a startling amount of change has occurred—
and yet, much has remained the same. The updates in this version
of Duct Tape Marketing reflect many of the changes with regard to
tools, rules, and tactics, while retaining the fundamental message that
marketing is a system.
There was a time, just a few short years ago, really, when small
businesses finally concluded that they must use the Web to supple-
ment their marketing efforts and create another potential channel
for marketing messages. Today’s business must evolve that thinking
radically again or face extinction. The onslaught of social media use
didn’t simply create another set of marketing tactics; it signaled, to
those viewing it strategically, a shift in the marketing landscape that
has become preposterously evident as we race through the twenty-first
century.
The Web and digital interactivity now represent the center of the
marketing universe. Most marketing decisions must start and end
there. Today’s marketers must view their marketing strategies and tac-
tics with an eye on growing the online center and radiating beyond

xii

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 A Solution to THE Small Business Problem
with spokes that facilitate most of the offline transactional functions
that drive sales and service.
All businesses, regardless of industry, have become what I call
O2O businesses—their primary marketing objectives are focused on
driving people online to drive them offline. In that effort, the online
core Web presence has significantly heightened responsibilities. For
example:

 While advertising was once used primarily to create a sale or

enhance an image, it must now be used to create awareness
about Web content.
 While SEO was at one time primarily a function of
optimizing a Web site, it must now be a function of
optimizing brand assets across social media.
 While lead generation used to consist of broadcasting
messages, it must now rely heavily on being found in the right
place at the right time.
 While lead conversion in the past often consisted of multiple
sales calls to supply information, it must now supplement Web
information gathering with value delivery.
 While referrals used to be a simple matter of passing a name,
they now rely heavily on an organization’s online reputation,
ratings, and reviews.
 While physical store location has always mattered, online
location for the local business has become a life-and-death
matter.

If you are still looking at your marketing efforts in a linear way—

with online tactics falling somewhere in line—it’s essential that you
change the way you view this model entirely. Today’s marketer must
build from the center first. Only then can you create the strong foun-
dation that will carry your marketing into the next decade.

xiii

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 Introduction

What Exactly Is Marketing?

In the first edition of Duct Tape Marketing, I revealed a definition of

marketing that I had developed through years of working with small
business owners and as a response to the textbook definitions that
meant so little in the real world. I’m happy to report that my real-world
definition of marketing seems to get more relevant with each passing
year and each evolution of new marketing tools and techniques.
My definition of marketing is: “getting someone who has a need, to
know, like, and trust you.” That’s it! It is the work we must embody on
the path to turning that know, like, and trust into try, buy, repeat, and
refer. This work, as you may have surmised by now, is done by installing
a system and systems-thinking mind-set to run your entire marketing
universe.
The elements of the original Duct Tape Marketing system, an
approach that has revolutionized the way tens of thousands of mar-
keters now view their marketing, are still intact, although reshaped
and reemphasized in line with the vast changes presented by the Web,
technology, and the adoption of social media behavior. One thing
that you won’t find, however, is a special section on social media—so
popular in current marketing books—as my belief is that these ele-
ments now pervade every other aspect of business and marketing and
simply belong in the conversation about every marketing strategy and
tactic where appropriate.

The Duct Tape Marketing System

Yes, marketing is a system. While this may be hard for some business
owners to come to grips with—leaning instead toward the “marketing
is a strange form of creative voodoo” thinking—marketing is not only
a system; it may be the most important system in any business.

xiv

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 A Solution to THE Small Business Problem
Following are the seven core steps that make up the simple, effec-
tive, and affordable approach to systematic marketing that is the
foundation of Duct Tape Marketing and this book.

1. Develop Strategy Before Tactics

Most business owners take the idea-of-the-week, tactical
approach, when a good marketing strategy is the most impor-
tant aspect of any successful marketing implementation. For
example, before you decide on direct mail or a Facebook
page, you must adopt and commit to a marketing strategy.
All tactical decisions should be filtered through your strategy
to see if they make sense or support the overall marketing
strategy.
The concept of a marketing strategy may seem foreign or
out of reach, but it’s really little more than determining and
narrowly defining your ideal client and creating and commu-
nicating some key point of differentiation. The challenge in
this comes when business owners realize that it means they
can’t be all things to all people, and saying they offer good
service isn’t a differentiator; it’s an expectation.
2. Embrace the Marketing HourglassTM
Maybe you’re familiar with the marketing funnel concept—
get as many prospects as possible in the top of the funnel, and
choke a few through the small end. The marketing hourglass
suggests that there is a logical path for each prospect that starts
with the large end of a funnel, but as in an hourglass, goes to
work turning new customers into an expanding base of advo-
cates and referral partners. This approach begins and ends with
a significant focus on the customer experience and requires spe-
cial attention to the creation of systems and processes that move
prospects logically along the path of know, like, and trust, and
then try, buy, repeat, and refer.

xv

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