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

For Carollove always

2006 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 in Nashville, Tennessee, by Thomas Nelson. Thomas Nelson is a registered trademark of Thomas Nelson, Inc.

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Library of Congress Cataloging-in-Publication Data

Jantsch, John.
Duct tape marketing : the world's 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

08 09 10 11 12 RRD 7 6 5 4 3 2 1

Acknowledgments

I d like to acknowledge the following for their contributions to this book:

My parents, for allowing me to believe in everything
My brothers and sisters, for continuing to keep me honest
Mr. Heiman, for teaching me how to really read
My clients, for providing my real world education
Steve Hanselman, for being the best darn agent in the world
Michael Gerber, for pushing me to dream bigger
My girlsJenna, Sara, Ellen, and Maryfor laughing with
me, not at me
And, my wife, Carol, for your amazing example of grace.

Contents

Foreword: On the subject of Marketing Integrity
by Michael E. Gerber

Part I:
The Duct Tape FoundationThe Way to Sticky Marketing
(Help Them Know, Like, and Trust You More!)

Chapter 3: Wake Up the Senses with an Image
to Match Your Message

Chapter 4: Create Products and Services for
Every Stage of Client Development

Part II:
The Duct Tape Lead Generation Machine
Turning Stickiness into a System That Works for You
(Help Them Contact and Refer You More!)

Chapter 12: Automate Your Marketing with
Technology Tools

Chapter 13: Turn Prospects into Clients and Clients into
Partners with an Advanced Education System

Part III:
Getting on a Roll!
(Find Out What Works and Do More of It)

Chapter 14: Commit to Your Marketing with
a Plan, Budget, and Calendar

Epilogue: Bring Your Plans to Life with
a Marketing Snapshot

Afterword: The Art of Creating a Community
by Guy Kawasaki

Appendix B: Duct Tape Marketing Small Business
Marketing Resources

by Michael E. Gerber, author of The E-Myth

I have known John Jantsch for over 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 my company 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 would talk about business, about life, and about his personal process for growing both his business and his knowledge about business so that he could fulfill the single most important objective John has always hadto serve his clients, his community, and his family as best as any man can.

What is remarkable about John is that, unlike many men and women 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 the middle of 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 integrity Johns 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 everyone who buys this book is looking for, even 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 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 Im actually raising here: 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 the peas and the shells on the streets of many cities: Is it here? Is it there? Where is it? Is it anywhere? With John, youll not only 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 you to know the science of his craft, not to overwhelm you with his wizardry. In short, its true to Johns integrity that he is less interested in you 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 to dig deep down into the mechanics of marketing, as opposed to the academic clap-trap of marketing. He is less interested in the philosophy than he is in 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?

A Solution to THE
Small Business Problem

Why Is Small Business Marketing So Hard?

T here is a reason you are reading this book. You, like countless other small business owners, want to understand how to end your marketing struggle.

Each one of you thinks your plight is unique. Please, somebody tell me, why is it so hard to market