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This Week’s Guest:
As a marketer, how often do you read books about different topics like mathematics or architecture? If you’re like most people, the answer is probably “rarely to never.” While this is understandable, it’s also a mistake. It’s important to read books and consume information in completely different fields to find valuable information that you can apply to marketing. Chances are you’ll expand your creativity and find ideas that will make you stand out from the crowd.
This is part of the holistic marketing strategy recommended by this episode’s guest, John Jantsch. John is a marketing consultant, speaker, and author of many fantastic books including Duct Tape Marketing, Duct Tape Selling, The Commitment Engine, and The Referral Engine. He’s also the founder of the Duct Tape Marketing Consultant Network. He’ll explore what an interconnected, holistic marketing strategy looks like, and how you can get everything to work in synergy.
Find Out More About John Here:
In This Episode:
- [01:07] – John talks about the origin story of Duct Tape Marketing.
- [03:20] – Stephan shares a story about an expression he learned in New Zealand, which relates to the idea of duct tape.
- [04:19] – What is the Duct Tape Marketing System?
- [07:17] – A good strategy is just as much about what not to do as about what to do, John points out.
- [09:33] – David talks about how long he has been blogging, and how many blog posts he has written.
- [12:51] – We hear some of David’s thoughts on content forms other than writing, such as video. He also mentions his Ultimate Guide to Local Marketing.
- [15:03] – David links what he has been saying into the retention phase of the customer journey.
- [17:28] – Does David find that when he has a big download like a long ebook, do people consume them typically?
- [20:28] – A thank-you page is a great place to show your branding and differentiation, David points out.
- [22:39] – After strategy and content, what’s next in the process?
- [25:26] – David talks about an example of creating content for a stage that content isn’t usually created for.
- [28:31] – For years, David read books on architecture, math, and other subjects seemingly unrelated to his field. He explains why.
- [30:28] – What does a referral program look like, and how could listeners apply this in their own business?
- [33:31] – David offers an example of what he has been talking about, and what the result was.
- [35:03] – Does David have a referral program within his own business?
- [36:38] – We hear about David’s process for link building.
- [39:13] – Stephan responds to what David has been saying, and recommends a previous episode with Greg Gifford for listeners interested in learning more about link building.
- [39:34] – Stephan and David talk about guest-post pitches.
- [43:49] – How can someone learn more about David or work with him or his organization?
Links and Resources:
- John Jantsch
- Duct Tape Marketing
- John Jantsch on Twitter
- John Jantsch on LinkedIn
- John Jantsch on Facebook
- Duct Tape Marketing on Facebook
- Duct Tape Marketing Consultant Network
- Duct Tape Marketing by John Jantsch
- Duct Tape Selling by John Jantsch
- The Commitment Engine by John Jantsch
- The Referral Engine by John Jantsch
- The Ultimate Guide to Local Marketing
- A Pattern Language by Christopher Alexander
- Greg Gifford on Marketing Speak
Your Checklist of Actions to Take
☑ Take note of the 7 stages of an ideal customer – know, like, trust, try, buy, repeat, refer. This should be my customer journey.
☑ Identify my ideal client and how I can solve their problem. Make this the first step in building my business.
☑ Start selling things as a whole instead of offering a piece of the puzzle. Provide a system that customers understand and can utilize in their own business.
☑ Strategize before implementing. Collect important facts and data before starting my marketing campaigns.
☑ Provide high-value content and prioritize my connection with my audience. Don’t blog just for the sake of getting clicks.
☑ Be creative and use a variety of media such as infographics, videos, and memes that will create more engagement with my audience.
☑ Implement a link building strategy by creating shareable content, reaching out to other websites and SEO.
☑ Make sure my business is referable before creating a referral program. Always provide excellent service that my customers naturally talk about.
☑ Continuously share and promote my work to stay relevant and to keep my audience updated regularly.
S: Too many of our marketing initiatives are disconnected; they operate in silos. Well, this episode number 138, will layout the blueprint for a holistic online marketing strategy where everything is interconnected and works in synergy. Our guest today is John Jantsch. He is the marketing consultant, speaker, and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine, and The Referral Engine. He is also the founder of the Duct Tape Marketing Consultant Network. John, it’s great to have you on the show.
J: It’s my pleasure.
S: Let’s talk about Duct Tape Marketing. First of all, I’m a big fan of duct tape, I have to say. Because I just think that it fixes anything. I’m really curious, what the origin story is of the name Duct Tape Marketing?
J: There is some crazy story other than that. I had actually owned my own business for about 15 years—working with small business owners at that time, mostly small business owners. I was ready to take a very systematic approach. I was working with small business owners but they were driving me crazy because I’d go in and say, “What do you need?” “Sure, I do that.” I go back around the proposal last night exactly. They have the same needs and challenges but never the same budgets or attention span. I decided I wanted to create something where I can walk and say, “Here’s what I’m going to do. Here’s what you’re going to do, the results we hope to get. By the way, here’s what it costs.” I found out quickly in trying to solve my greatest frustration, I was actually addressing what is still today one of the greatest frustrations of small business owners. It’s actually hard to buy marketing services because everybody’s selling a piece of the puzzle and not the integrated whole. This idea of marketing as a system, somewhat almost turned the strange service into almost a product that people can buy. I have to give it a product to name, I felt, that could brand it. To me, duct tape just felt like the perfect metaphor for really what a lot of business owners experienced. It’s simple, effective, and affordable is not always pretty—it just has to work. That’s about as much thought as a gave it quite frankly. It just felt like a good brand name for what I was trying to put out there is this practical systematic approach. Fortunately, that name resonated and meant a lot to a lot of small business owners. Even media attention I was able to acquire because it was a little bit of an odd name—a quirky name, as well. I’ll be the first to admit that benefited greatly from the strange affection that people do have for duct tape.
S: Yes. One of my favorite definitions of the word “brand” is a promise fulfilled or promise delivered. You really have that baked-in into your name, Duct Tape Marketing, I think.
J: Yeah, I think so. The unfortunate thing is most of my books have been translated into multiple languages and the concept of Duct Tape Marketing just does not translate. It ended up being something like marketing that is low cost and effective.