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Duct Tape Marketing Revised and Updated

The World’s Most Practical Small Business Marketing Guide

By John Jantsch
15-minute read
Duct Tape Marketing Revised and Updated: The World’s Most Practical Small Business Marketing Guide by John Jantsch

Duct Tape Marketing outlines the most essential facts about effective marketing for your small business. It explains what techniques really work and how you can build a marketing campaign that will not only bring in customers but keep them and have them spread the word to their friends, too.

  • Entrepreneurs and small business owners
  • Anyone interested in effective marketing strategies
  • Managers looking to improve consumer outreach

John Jantsch is a marketing consultant who specializes in small businesses. He's written several successful books, including The Referral Engine and The Commitment Engine.

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Duct Tape Marketing Revised and Updated

The World’s Most Practical Small Business Marketing Guide

By John Jantsch
  • Read in 15 minutes
  • Contains 9 key ideas
Upgrade to Premium Read or listen now
Duct Tape Marketing Revised and Updated: The World’s Most Practical Small Business Marketing Guide by John Jantsch
Synopsis

Duct Tape Marketing outlines the most essential facts about effective marketing for your small business. It explains what techniques really work and how you can build a marketing campaign that will not only bring in customers but keep them and have them spread the word to their friends, too.

Key idea 1 of 9

A clear objective, a unique mission and a concrete goal make up a solid marketing strategy.

Lots of people are full of ideas for colorful print ads or flyers, and think that’s what it takes to know how to market their business best.

But before you dive into the details, take a step back. The first thing you need is a general marketing strategy. A marketing strategy outlines how you want to reach your ultimate goal.

First, you need to define your objectives, missions and goals.

An objective could be to become market leader; a mission might be serving your customers honorably; and a goal could be to double your number of customers within a certain period.

After you define these terms, you can think about how you want to reach them. This is your marketing strategy.

There are three steps to take when developing a strong marketing strategy.

The first step is to figure out who you want to serve. Find your niche and define your ideal customers. This will make it much easier to appeal to them with your specialized services.

Next, think about how you want to attract those customers. How can you stand out against your competitors? You might focus on offering a unique service, or higher-quality products. If you don't, your potential customers will just compare prices; and if you aren't the cheapest, you won't be the first choice.

When you've got the first two steps figured out, you can move to the third step, which is combining them. How will you bring your service to the right people?

Start by analyzing your business environment, like your competitors, and your customers' habits and needs.

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