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Book Review: Duct Tape Marketing by John Jantsch

Internet marketingThe subtitle says it all – “The World’s Most Practical Small Business Marketing Guide” and the author, John Jantsch is not kidding.

Many business owners I talk to tell me they don’t have time to do any business planning or marketing just isn’t my thing.

The bad news is that no one is going to do your business planning and marketing without involving you so you may as well understand how it works.

Identify your ideal client
Do you know what your ideal client looks like? What do they need and want? What can you provide to them?

Define what your ideal client or prospect looks like and then you can tailor your products and services to meet their needs. You can target your advertising and marketing efforts to attracting your ideal customer.

Trying to be everything to everyone is a mistake. Focus on what you do best to the right people.

Since reading this section, I want to offer less services, do them better and say no to customers outside of my scope.

If you are a plumber, you’re not trying to get every single plumbing job available. You define exactly what jobs you are aiming for and the target market.

This is also known as customer profiling.

Discover your core marketing messages
Many small businesses have no defined marketing message at all. What are you trying to communicate with the marketplace when you advertise your products and services?

Producing marketing material
Marketing material can come in many forms. Now that you have defined your ideal client, your marketing message, you can now produce material that educates your customer so they become a customer!

There is too much great information to put a few points down in this review.

My thoughts on the book
There is many gold nuggets of information in this book. I highly recommend this book to anyone that wants to take their business to the next level.

It has got me thinking in many different ways about my business and how I want to run it and promote it. I am taking action on these thoughts and hopefully if you are already a customer of mine, you will see the changes coming into effect over the next few months.

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