Forbes magazine said of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide, “Clever marketing ideas galore and lots of contrarian thinking…” Now I don’t know about you, but that’s my kind of book! And this book absolutely does not disappoint. John Jantsch’s book should be on the shelf in every SMBs office beside a real roll of duct tape to serve as inspiration!
In particular the guidance the book provides on direct mail, earned media attention and expert status (a topic near and dear to my own heart), and referral marketing are worth their weight in gold and what will, if followed, ensure fantastic long-term benefits.
I also think his take on having a web site that works for your SMB is right on. In John’s words, “If you don’t already have a Web site, heed this warning: harness the Internet or prepare to become obselete.”
One of the most compelling chapters in the book is “Discover Your Core Marketing Message” in which Jantsch reveals how and why businesses must “discover and commit to something that allows your firm to differentiate itself in the minds of your prospects.” Jantsch says, “This claim must be powerful and intentional – even if you must alter some aspect of your business to achieve it.” Fantastic!
Do you know how to discover, capture and commit to a unique position? Has your business created a Marketing Purpose Statement? Do you have a simple Core Message to use in all your marketing? If not, you’ll find how to do all those things from this book and much more.
I cannot recommend this book enough to folks who want to really take their marketing and long-term company success to the next and best level yet.