sojournseeker's Full Review: John Jantsch - Duct Tape Marketing: The World's Mo...
The best part of reviewing this particular item was that I met the author of this book while attending a seminar at Corporate College east May 2nd, 2008--- http://entrepreneur.meetup.com/927/calendar/6901693/. The event was held in the Key Entrepreneur Development Center in Beachwood Ohio and over two hundred people attended this Key Resources for Entrepreneurs: eMarketing Techniques.
John Jantsch gave to his enthusiastic audience, a free copy of “Duct Tape Marketing” at the door. I believe he is the marketing guru of the 21st century because John Jantsch makes the concept of ’promoting your product and service as if it were part of you’, quite simple indeed !
The book itself is not the ’bible’ of marketing but it is one of the very best on the readers market for an individual who is unfamiliar in how to launch their own small business operated from home, car, boat or other recreational vehicle. A beginner will understand the necessary spirit, mind and body preparation involved when trying to motivate oneself to promote efficiently and consistently.
We all know how versatile ’duct tape’ is, we realize its strength, resistance to water, heat or cold temperatures, but what one might not know is that ’duct tape’ has a remarkable similarity to the ‘gluing process and layering of modalities’ that present the ’marketing concept’ so cohesively. Once a person ascending the small business ladder, she or he must realize each rung is very important AND must be mastered before reaching the next. Once a goal set in stone, it fixates.
This fixation can be in your mind, your employees’ (if you have any) minds, in the minds of visitors to your website who eventually become customers and then repeat customers and especially in what John Jantsch refers to as your “core message”, it becomes the glue that will hold your project together. And it is very strong when you follow the simple instructions in John’s book.
He delivers a concise three-part guide, called “The Worlds Most Practical Small Business Marketing Guide” whereby one is introduced to the world of making your product sell through a variety of different & authentic avenues that Mr. Jantsch has personally explored. He talks about what works and why and even answers as many questions he can by novices who would like to see them self where John is today. He is one of the most exciting speakers I have seen so far in the business and even though that has been a small number, I feel I have evolved since attending, listening, then reading the book and most importantly applying the lessons in each section thereafter. Part I: The Duct Tape Foundation---The Way to Sticky Marketing Ch. 1- Identify Your Ideal Client page 2 Ch. 2- Discover Your Core Marketing Message page 20 Ch. 3- Wake Up the Senses w/ Image to Match Message page 39 Ch. 4- Create Products/Services for Every Stage of Client Dvlpmt page 52 Ch. 5- Produce marketing Materials That Educate page 62 Ch. 6- A Web Site That Works Day and Night page 77 Ch. 7- Get Your Entire Team Involved in Marketing page 92
The simple speaker and writer John is, when he refers to this beginners section as the place where a business owner can “help their customers/clients know, like and trust you more”, he writes with a sincere passion for what he does. Consisting of seven chapters roughly 19-30 pages per chapter, the guide breaks down how to identify the best possible candidate to market your product and/or service to; realize a solid message that delivers exactly what you aim to deliver or achieve when landing your ideal candidate; using creative expressionism through mediums such as images, embeds, catchy logos and even buttons, stickers, post-it notes and so fourth; designing a website specifically aligned with your message, motivation and steps to produce a final result; and finally having your entire team on the same page with you so your marketing is a smooth transition.
After finishing this section, my mind was flowing with ideas on how to better present what I already have set in motion. About six years ago, I was approached with the idea of creating a website with my web designer only a few short days after we returned from Virginia Beach, Virginia. The idea immediately took fruition having just exited our first ’transpersonal enlightenment’ masters student classes at The Association of Research and Enlightenment: Atlantic University, where the teachings of Edgar Cayce, Ken Wilber and Mark Thurston allowed me to tap into a http://www.enlightenment-psych.net/
Part II: The Duct Tape Lead Generation Machine--- Turning Stickiness into a System That Works for You
Ch. 8- Run Advertising That Gets Results page 103 Ch. 9- Direct Mail Is an Ideal Target Medium page 127 Ch. 10- Earned Media Attention and Expert Status page 151 Ch. 11- Ramp Up a Systematic Referral Machine page 180 Ch. 12- Automate Your Marketing with Technology Tools page 210 Ch. 13- Turn Prospects into Clients and Clients into Partners with an Advanced Education System page 229
Chapter eight through thirteen is about visitors who have now heard about you a little by word-of-mouth or emailing. This section covers the ‘continuing to contact you and sending you and your company other people looking for such a deal or excellent reputation. This is gained by way of referral. In developing tools that best deliver your ‘core message’ use avenues such as audio, video and the best possible SEO skills you might have.
Since each chapter ends with ‘action steps’, you can check off what you get and that which you don’t, go back and re-examine. It reads simply, constructively, uniformly because brain and eye read and think off the same page. The neat thing is that the idea from John develops your own falir and essence and soon exudes pure you and your ‘core message’. You have become the better small business owner, if not at least informed. Here you learn about advertising, both inexpensive and even costly examples are provided so you may have a choice of either small-scale or large-scale product/service presentation.
Educating yourself on how to creatively show your product/service to a number of people, John Jatsch provides easy instructions to building momentum within your stream of contacts now hoping to become your best repeat clients who will tell others because they had been so pleased. As he states on page 103, “advertising is salesmanship in print” and that is precisely what the small business owner must ‘get’.
While reading this review right now, later after purchasing or renting from the library the book for the first time, sensing this new endeavor with some apprehension, one might be a little leery because I include terms like html (hyper text mark-up language) which was originally developed by the scientific community and Timothy Berners-Lee (1) There are basic software programs available on the net for learning basic html. You can copy paste codes for colors, images, feeds, text, flash pieces for video and so much more. It does not have to be intense and frustrating but rather fun and exciting, especially using the instructions John Jantsch provides in these chapters you read.
Upon completing this section, my web master and I decided to make a video and feature it on our opening page. We are also currently keeping a ‘newsletter appearance‘ updating info, links, and services bi-weekly; while investing some time, patience and a few dollars on audio cd‘s that will serve as our kit. Using the avenues of creative expressionism I dabble in like photography, drawing, and manipulating photos in artwork plus applying the tools John Jantsch teaches, I developed a neat approach to making ‘transpersonal’ -- which means “to refer to psychological categories that transcend the normal features of ordinary ego-functioning and is broken down into stages of psychological growth”, become a household term. (2) I am already rolling into part three which is appropriately titled . . .
Part III: Getting on a Roll -- where you Find Out What Works and Do More Of It
Ch. 14- Commit to Your Marketing with a Plan, Budget, and calendar page 255 Epilogue: Bring Your Plans to Life . . . page 272 Afterword: by Guy Kawasaki author of The Art of The Start page 275 Appendix A: Further Reading and resources by Chapter page 278 Appendix B: Duct Tape Marketing Small Business Marketing Resources page 282 Appendix C: Special Offers page 283 About the Author: page 286
This final section serves as the ‘go out there and do' what you see brings interest and income and great satisfaction for your ‘core message‘ which is now hopefully actively running through you and your company is behind you and your small set of repeat buyers have forged a deep relationship with you.
I don’t get out much as habit but when I make an appearance I value whom I meet and what I observe for it is ‘fodder for my personal cannon’ that will shoot off the most valuable information, products, services and programs in my field of business. You can feel confident by this point because you have followed a simple step while mixing in your own wonderful zesty ingredients that serves a hungry public a satisfying morsel and they are hungry for more . . .
That is John Jantsch and “Duct Tape Marketing” in a nutshell, not talking the size of a pistaschio either, this is more like the largest nut which is my favorite the coconut, which brings me to the end result of advertising, marketing, and living your ‘core message’-- I am laying on the beach drinking a virgin pina colada and thanking John Jatsch for giving me the basics and letting me fly to paradise !
Enjoy !
1) Taken from http://cdsweb.cern.ch/record/615845
2) Taken from http://en.wikipedia.org/wiki/Transpersonal
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