A very helpful resource for business owners

Every business is actually a marketing business, according to John Jantsch in his book Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide. Without being able to reach and motivate a customer, you cannot have a successful business. Marketing is an all-encompassing outlook that needs to inform every part of your business. In simple terms, it involves getting people who have a specific need or problem to know, like and trust you.

Some of the key points made by the author:

  • You need to know what your ideal client looks like in order to know who you should be choosing to attract.
  • Your marketing material, including your web content, should focus on educating your customers, in a way that compels them to buy.
  • If you do not have a key differentiating feature (other than quality, good service or fair pricing) then you are in the commodity business.
  • The amount of new business you get through referrals can be increased significantly by implementing a carefully planned referral marketing system.
  • When it comes to a marketing budget, you should spend as little as you can in order to achieve your marketing goals.

Marketing is an uncomfortable subject for many business owners, who would rather just concentrate on creating good products or services, hoping that customers will find them. In my view this book is an excellent resource for even the most reluctant of marketers. It contains so many different ideas that almost everyone will find some marketing tools and techniques that they will be comfortable to try, while at the same time the book provides a thorough plan for how you can make marketing more effective in your business.

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