After you read John Jantsch’s book, Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide, you will understand that marketing should be an integrated part in all your firm’s business activities. The outcome of marketing is to create a complete system that will help “people who have a specific need or problem, to know, like, trust, do business with and refer you to others who have this same need or problem.”
Not being an American by birth, I must say that I had a problem understanding the full meaning of the duct tape analogy used in the book. (I’m not the only one.)
I would have liked to see a bit more story-telling regarding the name, Duct Tape, as an introduction to John Jantsch’s personal approach to the field of marketing. I got so curious after looking at the image of the Duck tape brand by Henkel Corporation on the book cover, that I had to do a search on the Internet in order to satisfy my thirst for historical background. That said, I am in hands-down agreement with Michael Gerber’s statement:
“This book is just like its namesake – Duct Tape – it’s good, incredibly smart, amazingly practical, and immensely sticky stuff. You can begin to put it to use immediately.”
The book is divided into three parts. The first seven chapters lay the foundation and describe the way to sticky marketing. The second part is focused on how to turn the stickiness into a full fledged marketing system. Chapter 14 concludes the last part, there you find out what works and learn how to say: “Let’s Roll!”
Every chapter of the book ends with some action steps in order to get going and move forward to implement the ideas into business activities. The book is filled with concrete examples of companies and an appendix with further reading material and resources linked to every chapter. It would have been great if the book had included an index with names and notes, but you could get hold of this kind of information by checking out the page for the book.
The author gives the reader a great boost at the end of chapter 4, by explaining the correlation between value and the price of your product or service. John Jantsch demonstrates the importance of offering value to the customer, in chapter 8. The hardcover edition of the book has a price of circa $25, but you get “over $450 worth of coupons and discounts on marketing tools and services inside the book.“ He also says:
“And, of course, overdeliver on the stated value. Don’t worry about giving too much away. Depending on what you have to offer, you will only enhance your status as an expert when you demonstrate, through your information products, that you do indeed know what you are talking about. The best news of all, though, is that most of those you compete with won’t offer anything like this.”
When you have established a relationship with a customer and they know, like and trust you, it is time to turn them into a “referral machine.” I must say that chapter 11, Ramp Up a Systematic Referral Machine, gave me a lot of fuel for my soul and I will look into the possibilities of speaking engagements, holding a workshop, creating a “win-win-win” situation and contacting a local chapter of the referral networking organization called BNI (Business Network International).
I want to end this review by using a quote from John on page 222 on how a blog is a natural marketing integration tool:
“From my point of view, though, one of the best reasons to have a blog is that it’s a simply one more very easy, very affordable method to connect with your prospects and integrate all of your marketing messages. Blogs also force you to write and research new content. No matter what business you think you are in, you are in the information business. Blogging creates information that can be used in a variety of ways.”
Read Duct Tape Marketing — I think you will like it.
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About the Author: Martin Lindeskog is a “trader in matter & spirit” and a small business entrepreneur in Gothenburg, Sweden. He is a board member of the Swedish National Association of Purchasing and Logistics (Silf, Western Region). Martin also writes a long-standing blog called Ego.