John Jantsch - Duct Tape Marketing Revised and Updated: The Worlds Most Practical Small Business Marketing Guide

2006, 2011 by John Jantsch

All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, scanning, or otherexcept for brief quotations in critical reviews or articles, without the prior written permission of the publisher.

Published by HarperCollins Leadership, an imprint of HarperCollins Focus, LLC.

ISBN 978-1-5955-5465-9 (Repack)

Epub Edition November 2019 9781595554666

Library of Congress has cataloged the earlier edition as follows:

Jantsch, John.

Duct tape marketing : the worlds most practical small business marketing guide / John Jantsch.

p. cm.

Includes bibliographical references.

ISBN 978-0-7852-2100-5 (hardcover)

ISBN 978-1-5955-5131-3 (trade paper)

ISBN 978-1-5955-5146-7 (special edition)

1. MarketingManagementHandbooks, manuals, etc. 2. Small businessMarketingHandbooks, manuals, etc. 3. Advertising media planningHandbooks, manuals, etc. I. Title. II. Title: Small business marketing guide.

HF5415.13.J366 2007

658.8dc22

2006031078

Printed in the United States of America

19 20 21 22 23 QG 6 5 4 3 2 1

For Carollove always

Contents

I have known John Jantsch for more than ten years, first in his role as a certified E-Myth consultant for my company, E-Myth Worldwide, a role in which he served his clients and me with the enthusiasm of a disciple, and then later as the founder and CEO of his own marketing consulting firm, Jantsch Communications. During those years, John and I have talked about business, life, and his personal process for growing both his enterprise and his knowledge about business so he could fulfill the single most important objective he has always hadto serve his clients, his community, and his family as best a man can.

What is remarkable about John is that, unlike many in this tricky world called business who claim to know the unknowable, all for the purpose of enhancing their personal brand, he has remained true to who he isa guy from Middle America who knows himself as few of us do, and who aspires to nothing more than being a good householder and a good gentleman. But none of this modesty can hide the fact that he has spent a huge amount of the hours of his life drilling down into the practical world of marketing to discover what actually worksand why. Nor does it keep us from seeing his unique ability to teach anyone how to put this practical knowledge to work to create a wonderfully effective business.

In short, this book is really about integrityJohns integrity, and that of the true art of marketingwhich is why I have called this foreword On the Subject of Marketing Integrity. John and I share a passion for the subject of integrity in marketing. Marketingwhich could sometimes be called selling, which could further be called getting someone hot to buyyes, thats essentially what anyone who buys this book is looking foreven you, dear reader! After all, to everyone in business, getting someone hot to buy is obviously the holy grail. And thats what every marketing book worth its salt had better be about if its going to hold anyones attention.

Yes, John keeps his promise, step by step by step, to demonstrate to you how to do marketing to get your someone hot to buy your something, but alsoand this is very, very importanthow to do it with integrity. This begs the question, what does integrity have to do with marketing? Well, first of all, without integrity, marketing is left to tricks, sophistry, and liesthe same devices the old trickster used with peas and shells on the streets of many cities: Is it here? Is it there? Where is it? Is it anywhere? With John, not only will you know where the pea is, but long before you wonder, John will have told you forty-two times.

John wants to make sure you dont get lost here. He wants to share the science of his craft, not overwhelm you with his wizardry. In short, true to Johns integrity, he is less interested in your thinking he is a marketing geniusthere are more than enough of those out there!than he is in delivering to you what hes promised.

This book is just like its namesakeduct tapeits good, incredibly smart, amazingly practical, and immensely sticky stuff. You can begin to put it to use immediately.

And John tells you how. This book is also amazingly thorough. John spares no effort in digging deep down into the mechanics of marketing, as opposed to academic claptrap. He is less concerned with the philosophy than he is with the tools, tasks, and skills required to look at marketing as a vocational school of marketing might. When you finish this book, John will want to know that you have applied it to achieve very specific results and will want you to tell him so! Yes, finally, when all is said and done, John wants to talk to you about what youve done and how hes helped you on your path. Like the good friend John is, hell get back to you from the middle of America and ask you how youre doing, how its going, and whats up.

I hope this has helped, dear reader. And give John my very best when you see him. Hes about to become one of your best friends too. Which is what I meant with the subject of marketing integrity. Who wouldnt want his customer to become one of his very best friends? I know I would. Wouldnt you?

Michael E. Gerber

author of The E-Myth

Journey to the Center of the Marketing Universe

So, whats changed since I first sat down to write Duct Tape Marketing, and has it been sufficient to warrant an update of this text?

Actually, as anyone whos been trying to build a business over the last few years can attest, a startling amount of change has occurredand yet, much has remained the same. The updates in this version of Duct Tape Marketing reflect many of the changes with regard to tools, rules, and tactics, while retaining the fundamental message that marketing is a system.

There was a time, just a few short years ago, really, when small businesses finally concluded that they must use the Web to supplement their marketing efforts and create another potential channel for marketing messages. Todays business must evolve that thinking radically again or face extinction. The onslaught of social media use didnt simply create another set of marketing tactics; it signaled, to those viewing it strategically, a shift in the marketing landscape that has become preposterously evident as we race through the twenty-first century.

The Web and digital interactivity now represent the center of the marketing universe. Most marketing decisions must start and end there. Todays marketers must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that drive sales and service.

All businesses, regardless of industry, have become what I call O2O businessestheir primary marketing objectives are focused on driving people online to drive them offline. In that effort, the online core Web presence has significantly heightened responsibilities. For example:

While advertising was once used primarily to create a sale or enhance an image, it must now be used to create awareness about Web content.

While SEO was at one time primarily a function of optimizing a Web site, it must now be a function of optimizing brand assets across social media.

While lead generation used to consist of broadcasting messages, it must now rely heavily on being found in the right place at the right time.