Duct Tape Marketing is 279 pages long. It has three major parts and 15 chapters. Those parts include:
- Part 1: The Duct Tape Foundation—The Way to Sticky Marketing
- Part 2: The Duct Tape Lead Generation Machine—Turning Stickiness Into a System That Works for You
- Part 3: Getting on a Roll!
One of the strongest parts of the book was the countless resources that Jantsch shared. Throughout the book, he provided checklists, templates, and examples to illustrate all the different points that he was trying to make. If you use this book, you should be able to tweak your processes or build new processes based on the information that he has shared. I personally am going to review all the processes that I have against what he recommends and fill in the gaps appropriately. His suggestions will improve your business.
The Duct Tape Foundation
In the first section of Duct Tape Marketing, Jantsch stressed the importance of building an overall strategy to marketing rather than focusing on just specific tactics. By having an overall strategy, you can hone in on the tactics that will help you achieve the goals that you have created.
Jantsch also provided guidance on how to identify your ideal client, craft your core marketing message, and create marketing materials that highlight the essence of your business. Jantsch also highlighted the importance of creating a web presence and a blog site. He believes as I do that it is essential to regularly blog to help people get to know, like, and trust you. He also stressed the importance of getting your business profile entered into local search sites so that you can be found.
The Duct Tape Lead Generation Machine
In the second part of Duct Tape Marketing, Jantsch moved from just getting people to know, like, and trust you to know, like, and trust so they will try, buy, repeat, and refer. He showed this concept as an hourglass funnel. The top part of the funnel is about creating awareness to the point that people will give you their email so you can then market directly to them. The bottom part of the funnel is focused on transforming them into a repeat client who refers others to you.
To make this transformation possible, Jantsch talked about creating advertising that will generate results. Part of that advertising is focused on direct mail which allows you to advertise to a very targeted audience. Jantsch also discussed public relations and working with the media. If you have built an exceptional company, it should be no problem generating referrals. But to help with this, Jantsch shared his referral expertise and the strategies that he uses. You can learn more about his referral engine in the book with the same name.
Getting on a Roll!
In this last section, which is only one chapter, Jantsch focused on putting all this into practice. He discussed how to create a plan, a budget that supports it, and finally, a calendar to help make it happen.
Throughout this book, Jantsch used real-world examples to illustrate how to put into action some of the strategies that he wrote about. I personally have written more in the margins of this book than I have in any other book. I have also filled up my bullet journal with ideas and strategies that I want to try.
The nice thing about this book is it does not focus solely on things that you do on the internet. While the internet certainly plays a huge role in this strategy, Jantsch offered many other ideas that a small business could use. However, if you are not on the internet, you do so at the detriment of expanding your business.
“Here’s the current reality: people today have come to expect to find information about any product, service, company, individual, cause, or challenge they face by simply turning to the search engine of their choice. So if they’re not finding that content you’ve produced provides them that information, even if someone referred them directly to you, there’s a pretty good chance you won’t be worthy of their trust.”
So far, this is my favorite book that I have read dealing with the topic of marketing. I found it to be very comprehensive with ample examples. I strongly recommend that small business owners of all type pick up a copy of Duct Tape Marketing. You will definitely find ideas that will help your business grow.
Additional Reading
- Book Review: The Referral Engine – Teaching Your Business to Market Itself
- Book Review: They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer
- Book Review: Never Lose a Customer Again: Turn Any Sale Into Lifelong Loyalty in 100 Days
- Book Review: The 1-Page Marketing Plan: Get New Customers, Make More Money, and Stand Out From the Crowd
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