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

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Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses. This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses. The Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses. This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses. There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks. "CAREFUL! Duct tape is a serious tool... it sticks where you put it. So are the ideas in this book. If you're ready to make a commitment and are willing to make something happen, John's book is a great place to start." --Seth Godin, author of "Purple Cow" "For all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, " Duct Tape Marketing "is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John's blog is living proof that they work." Duct Tape Marketing "should be required reading for anyone who is building a business, or thinking about it." --Bo Burlingham, editor-at-large, "Inc. magazine," and author of "Small Giants: Companies That Choose To Be Great Instead of Big" "Duct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketing -- concise, clear, practical, and packed with great ideas to boost your bottom line." --Bob Bly, author of "The White Paper Handbook" "With the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour." --Ben McConnell, co-author of "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force" "John Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities - offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it, all your competitors will." --John Battelle, cofounding editor or "Wired" and author of "The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture " Duct Tape Marketing" is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business." --Dr. Ivan Misner, Founder of BNI and Co-author of the "New York Times" bestseller, "Masters of Networking "


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Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses. This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses. The Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses. This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses. There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks. "CAREFUL! Duct tape is a serious tool... it sticks where you put it. So are the ideas in this book. If you're ready to make a commitment and are willing to make something happen, John's book is a great place to start." --Seth Godin, author of "Purple Cow" "For all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, " Duct Tape Marketing "is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John's blog is living proof that they work." Duct Tape Marketing "should be required reading for anyone who is building a business, or thinking about it." --Bo Burlingham, editor-at-large, "Inc. magazine," and author of "Small Giants: Companies That Choose To Be Great Instead of Big" "Duct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketing -- concise, clear, practical, and packed with great ideas to boost your bottom line." --Bob Bly, author of "The White Paper Handbook" "With the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour." --Ben McConnell, co-author of "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force" "John Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities - offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it, all your competitors will." --John Battelle, cofounding editor or "Wired" and author of "The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture " Duct Tape Marketing" is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business." --Dr. Ivan Misner, Founder of BNI and Co-author of the "New York Times" bestseller, "Masters of Networking "

30 review for Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide

  1. 5 out of 5

    Rob

    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 a 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.

  2. 5 out of 5

    Chad Warner

    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. All of those are areas I’ve been working to refine with my web design agency, OptimWise. I read this because I found the Duct 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. All of those are areas I’ve been working to refine with my web design agency, OptimWise. 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 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.

  3. 4 out of 5

    Josh Steimle

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

  4. 5 out of 5

    Almir

    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 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.

  5. 4 out of 5

    Julie Capell

    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 ch 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.

  6. 4 out of 5

    Mark

    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 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.

  7. 5 out of 5

    Denise McLachlan

    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. 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.

  8. 5 out of 5

    Fukky Tantang

    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.

  9. 5 out of 5

    Mike

    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.

  10. 5 out of 5

    Holly Buxton

    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.

  11. 5 out of 5

    Stephanie

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

  12. 5 out of 5

    Antreina E.

    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.

  13. 5 out of 5

    Fanny

    Solid book, even though some of it (mostly at the end) is starting to be a tad dated. It's 2018, and you can read over half of the book in full confidence you'll get up-to-date info. Solid book, even though some of it (mostly at the end) is starting to be a tad dated. It's 2018, and you can read over half of the book in full confidence you'll get up-to-date info.

  14. 4 out of 5

    Joseph Riden

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

  15. 4 out of 5

    Walter Adamson

    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. 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.

  16. 4 out of 5

    Brandon

    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.

  17. 4 out of 5

    Marvin Musfiq

    A great practical marketing guide for startup.

  18. 4 out of 5

    Alexandra

    Really great ideas but had to start skimming after two-thirds.

  19. 5 out of 5

    Brett Olson

    If you are a small business, you owe it to yourself to read this book. I first ordered it on audio book CD and listened to in my car, I've since bought copies for my friends. We're in business because we are good at some technical aspect, myself I'm a Mortgage Broker. The only marketing training I've had has been self taught and this book is perfect for that. I received no marketing training in the training modules for my Mortgage Broker qualifications and if I asked you the same question you'd prob If you are a small business, you owe it to yourself to read this book. I first ordered it on audio book CD and listened to in my car, I've since bought copies for my friends. We're in business because we are good at some technical aspect, myself I'm a Mortgage Broker. The only marketing training I've had has been self taught and this book is perfect for that. I received no marketing training in the training modules for my Mortgage Broker qualifications and if I asked you the same question you'd probable experienced the same. I'd highly recommend this book, in fact any book by John Jantsch.

  20. 5 out of 5

    Miguel

    There is no silver bullet for the small business owner, but this book might be helpful to many After having read two or three of these marketing books targeted at small businesses, I have come to the conclusion that the best thing for the genre is to follow some sort of middle way between being a haphazard assortment of tips and “secrets” and a proper system in which all the parts of a method click together like a well-oiled machine. This book achieves that to a considerable degree, by being a li There is no silver bullet for the small business owner, but this book might be helpful to many After having read two or three of these marketing books targeted at small businesses, I have come to the conclusion that the best thing for the genre is to follow some sort of middle way between being a haphazard assortment of tips and “secrets” and a proper system in which all the parts of a method click together like a well-oiled machine. This book achieves that to a considerable degree, by being a little of both. I do not think there is actually any single marketing book that will serve as a silver bullet. You have to scavenge around three or four similar publications and take from every single one a little bit of knowledge here, a strategy tip there, and so build your own marketing plan. Seen from that point of view, the question is: how many nuggets of wisdom does “Duct Tape Marketing” contain? Quite a few, according to my woefully unscientific system of counting how many Post-It notes I attached to the pages that contained something worth remembering. A total of sixteen, which for a 280-page book is quite a lot. What I liked most is that it makes you think. I have had a website for several years that has brought me very few clients, but the fact is I put it up without investing much thought into it, under the unconscious belief that just having my own domain and website would be enough of a differentiator. This is where a book like Jantsch’s can help. In a no-nonsense style, he tells you things that are almost Zen-like in their profundity: “Find something that separates you from your competition: become it and speak it to everyone you meet. Quality isn’t it, good service isn’t it, fair pricing—not it. These are all expectations” (p. 21). Now that is an insight worth paying for. The process of working out your Core Message and the Talking Logo —rather than being simply gimmicky marketing-speak (which I am wary of)— genuinely sound like worthwhile exercises for people who need to sit down and promote their businesses for the first time. The fact that, contrary to other similar “guru” books, Jantsch does not plug his seminars or websites too obtrusively is another point in the author’s favor. All in all, I think there will be something here for everyone who is starting to rethink their marketing efforts. On the minus side, there are a lot of careless typos, something I find in a lot of the stuff put out by marketing specialists, which is rather amazing, given that marketing is basically about presentation. And what does sloppy writing and feckless proofreading say about you?

  21. 4 out of 5

    Robin

    This review has been hidden because it contains spoilers. To view it, click here. This book has a lot of good information and great advice. Someone referred to it as a "Bible" of marketing for small business. I could see it being a part of such a "Bible" but it has parts that are often too directed, too specific, to have such a broad application. Also, most of this book takes the view that you already have a (somewhat) functioning business, which did not apply to myself. I read this book looking for help and guidance on starting up a small business with a somewhat small client This book has a lot of good information and great advice. Someone referred to it as a "Bible" of marketing for small business. I could see it being a part of such a "Bible" but it has parts that are often too directed, too specific, to have such a broad application. Also, most of this book takes the view that you already have a (somewhat) functioning business, which did not apply to myself. I read this book looking for help and guidance on starting up a small business with a somewhat small client base that is spread across the country (possibly the world), so a lot of the directed small business ideas won't pan out for me - they're too much about doing marketing locally. That's not to say this book isn't full of good stuff. In fact I would like to give it a fourth star, however... it's hard to give a book a better rating when one of it's tenets, to paraphrase - gaining the trust of the people you want to market to, seems contradicted by the content/format of the book itself. The author randomly switches from referring to himself as "I" and "we," there are frequent extra spaces/gaps between words, sometimes a number is spelled out and other times it is left in numerals, there are many one-letter words missing from the text (usually the word "a"), several business people referred to are no longer in business (or, at least, the website cited for them is no longer functioning) and there are infrequent but glaring spelling errors. It's a bit hard to accept a point being made by a process of step 1, step 2, and then "viola" the result appears. I'm sure what the author meant was "voila" (you know, like "magic") but now I'm not thinking about marketing, I'm thinking about musical instruments.

  22. 5 out of 5

    Gogo

    I first read Duct Tape Marketing a few years ago after coming across the author's website online, and picking up an excellent free report that gave me great ideas on improving my sales presentation packet. The main idea of the book is to provide small businesses with a framework for marketing systematically and for sharing a consistent (coherent?) marketing message with leads, clients and even media. Like its namesake product, this book is practical, versatile and delivers huge return on investme I first read Duct Tape Marketing a few years ago after coming across the author's website online, and picking up an excellent free report that gave me great ideas on improving my sales presentation packet. The main idea of the book is to provide small businesses with a framework for marketing systematically and for sharing a consistent (coherent?) marketing message with leads, clients and even media. Like its namesake product, this book is practical, versatile and delivers huge return on investment. In fact, it's the book I wanted to write but never got around to. Professional service firms, freelancers, and salespeople in particular will find this book to be absolutely brilliant. However, it does suffer from a slight bias towards marketing frameworks and tactical instructions that white collar entrepreneurs would gravitate faster to. If you are a harried restaurant owner or auto-mechanic, you might need to do a bit more thinking work to realize just how richly the lessons in this book can help you. I'll be offering a much more detailed review, accompanying book recommendation, and maybe even a book summary where I review my Best Business Books

  23. 4 out of 5

    Bill Harrison

    "Duct Tape Marketing" has a somewhat legendary status among small business marketers. There is a whole consulting industry centered around implementing the strategies discussed in this book. And by and large those strategies are very sound. For a small business with little or no marketing, this book is a great place to start. It will take you step by step through the process of creating a marketing function, prioritizing your marketing strategy, and implementing your plans. My only criticism is "Duct Tape Marketing" has a somewhat legendary status among small business marketers. There is a whole consulting industry centered around implementing the strategies discussed in this book. And by and large those strategies are very sound. For a small business with little or no marketing, this book is a great place to start. It will take you step by step through the process of creating a marketing function, prioritizing your marketing strategy, and implementing your plans. My only criticism is that the book is very simplistic. For anyone with a formal marketing background or for a small business owner who has already built an effective marketing function, this books will be too basic. If I were a small business owner starting out for the first time with no experience in marketing I'd probably give this book 5 stars. If I were a seasoned marketing pro with 15 years of functional experience, I'd probably give this book 3 stars. But overall its a worthwhile read for most small business owners, especially those who have realized that effective marketing is critical to their future growth prospects.

  24. 4 out of 5

    Michael Tarpinian

    The errors kept forcing me to put this book down. Otherwise, I would have read it in a month and rated it five stars and a favorite. The marketing ideas are very good. This might be one of the top marketing books available for micro business and small business owners/marketers. The flaw is the editing. John's other work, such as articles or his podcast, all seem to have the same fast and loose quality control. This book has typos, missing punctuation (including terminal punctuation like periods) The errors kept forcing me to put this book down. Otherwise, I would have read it in a month and rated it five stars and a favorite. The marketing ideas are very good. This might be one of the top marketing books available for micro business and small business owners/marketers. The flaw is the editing. John's other work, such as articles or his podcast, all seem to have the same fast and loose quality control. This book has typos, missing punctuation (including terminal punctuation like periods), and missing or duplicated words. It is distracting. This has caused me to put this book down several times over the last year and a half. If it were cleaned up DTM would be a five star favorite.

  25. 5 out of 5

    Eric Ungs

    This book definitely needs to be in the hands of anyone doing any kind of business. It's a thought-provoking read in the way you view your own business image and how you can get your customers to see it the same way, if not better. The short review tips at the end of each chapter are excellent refreshers and the examples are idea generators. Everyone is in the marketing business and finding out who your ideal customer is and what you are really selling is the start of a solid campaign. Part of t This book definitely needs to be in the hands of anyone doing any kind of business. It's a thought-provoking read in the way you view your own business image and how you can get your customers to see it the same way, if not better. The short review tips at the end of each chapter are excellent refreshers and the examples are idea generators. Everyone is in the marketing business and finding out who your ideal customer is and what you are really selling is the start of a solid campaign. Part of the Duct Tape system is getting to the point where your loyal customers (influencers)will market your business for you, through referrals.

  26. 4 out of 5

    Hilary

    It's got some excellent ideas about getting and retaining customers, and covers some good tools and resources, but also unfortunately also suggests too many of those marketing tactics I find incredibly annoying (especially in the chapters about getting referrals and direct mail). For those worried about the publication date it *has* been updated, and includes references to current web tools and strategies, but as you read it's obvious that the whole book hasn't been updated, just certain sections It's got some excellent ideas about getting and retaining customers, and covers some good tools and resources, but also unfortunately also suggests too many of those marketing tactics I find incredibly annoying (especially in the chapters about getting referrals and direct mail). For those worried about the publication date it *has* been updated, and includes references to current web tools and strategies, but as you read it's obvious that the whole book hasn't been updated, just certain sections. I'd call this a useful starting place, but not if your business is small or just starting up. If you have an established medium-sized company you might find this more useful.

  27. 5 out of 5

    Robert Bogue

    It’s hard to think of something that’s more practical than duct tape. Whether you’re a fan of the TV show MythBusters or you’ve got your own stories about what you’ve been able to do with duct tape, you know it’s pretty amazing stuff. Duct Tape Marketing promises to help you put together marketing with a limited budget – as other books like Guerilla Marketing do. I stumbled across the book from a friend of mine having forwarded a seminar – that I couldn’t attend but I decided to invest in the bo It’s hard to think of something that’s more practical than duct tape. Whether you’re a fan of the TV show MythBusters or you’ve got your own stories about what you’ve been able to do with duct tape, you know it’s pretty amazing stuff. Duct Tape Marketing promises to help you put together marketing with a limited budget – as other books like Guerilla Marketing do. I stumbled across the book from a friend of mine having forwarded a seminar – that I couldn’t attend but I decided to invest in the book anyway. Click here to read the full review

  28. 4 out of 5

    Scott Sakamoto

    One of those "Have to Read" marketing books if you own your own business. Written in 2006, it offers many good "Basic" ideas and concepts of how to communicate what your business does and what value you offer to a potential new customer or client. i.e. "What's in it for them". An amusing note from me - because it was written in 2006, references to Internet Marketing have evolved "Lightyears" beyond what is stated in the book = Relevant, but their are many new Internet Marketing tools available now One of those "Have to Read" marketing books if you own your own business. Written in 2006, it offers many good "Basic" ideas and concepts of how to communicate what your business does and what value you offer to a potential new customer or client. i.e. "What's in it for them". An amusing note from me - because it was written in 2006, references to Internet Marketing have evolved "Lightyears" beyond what is stated in the book = Relevant, but their are many new Internet Marketing tools available now. Read it!

  29. 4 out of 5

    Jason Kosarek

    Its hard to insult a book for being what it intended to be... but I'm going to. This book reads like a collection of blogs (which it is) and because of this reads with no cohesiveness. This made it difficult to keep interest. I was reading this to see what cheap marketing techniques from the small business world can be used on a larger scale. There were a few, but the intended audience for this book would probably find this worlds more engaging. Its hard to insult a book for being what it intended to be... but I'm going to. This book reads like a collection of blogs (which it is) and because of this reads with no cohesiveness. This made it difficult to keep interest. I was reading this to see what cheap marketing techniques from the small business world can be used on a larger scale. There were a few, but the intended audience for this book would probably find this worlds more engaging.

  30. 5 out of 5

    Jamie Belanger

    I read the first half, then just sort of stopped. When I attempted to return to the book, I couldn't justify reading the latter half. At first, this was an interesting book, but then the author started veering into territory that my particular business simply doesn't need (like direct mail marketing). I lost interest around that point and stopped reading. But if you're running a retail business with a physical presence, you'd probably get a lot more out of that latter half than I did. I read the first half, then just sort of stopped. When I attempted to return to the book, I couldn't justify reading the latter half. At first, this was an interesting book, but then the author started veering into territory that my particular business simply doesn't need (like direct mail marketing). I lost interest around that point and stopped reading. But if you're running a retail business with a physical presence, you'd probably get a lot more out of that latter half than I did.

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