Duct Tape Marketing Revised and Updated summary

Marketing used to be based on trying to reach as many customers as possible. Nowadays, that's ineffective. Instead, you need to appeal to people who will really use your products.

This means you need to find your ideal customers. Who are they? What problems are you solving for them?

After you've found your ideal customers, you need to talk to them!

Every marketing campaign needs to have a powerful message that will convince your target customer group that your product is the best in your market segment.

Just as you don't want to send out one message to as many people as possible, you also don't want to use the same marketing techniques for everyone.

Instead, tailor your marketing activities to certain groups.

Does your business have a web presence? If not, you don't exist. Online marketing is crucial!

Interestingly, many assumptions people have about online marketing are completely wrong.

Traditional ads might seem boring compared to online options, but they are still quite effective.

There are many forms of free advertising, but paid advertising is also important. The bottom line is that advertising gives you more credibility. When you can afford ads, people think your business must be doing well, so they'll pay more attention to your message.

Everyone wants to have good public relations, and some people pay very handsomely for it.

What inspires them to do this?

Who would you trust more when you're deciding to purchase a new television? An ad, or your best friend?

Naturally, a friend will probably offer a better referral.