One of The First Business Books I Read

Marketing podcast with Harvey Mackay (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Harvey Mackay MBA of Selling in the Real WorldOne of the first business books I read (that wasn’t assigned to me) was Harvey MacKay’s Swim with the Sharks Without Being Eaten Alive. I think it’s still one of the best reads on networking and relationship building out there.

For this episode of the Duct Tape Marketing Podcast I visited with business legend Harvey Mackay. It should come as no surprise to Mackay readers that before we began the interview he asked me some questions about my hometown and some of the people I know – the kind of informaiton that could have only been gleaned by doing a bit of research on his own – a great example of practicing what he preaches.

Mackay is back with another classic titled The Mackay MBA of Selling in the Real World. In it he dispenses tips and tactics gained from real world business building over a career that has spanned many years and produced many millions in sales generation.

I think it’s telling that Mackay admits during our interview that even though he is ulimately the CEO of his large organization, his business card still reads salesman.

You can read and follow Mackay on his blog and download a free chapter of the new book.

Mackay ends each idea presented in the book with his trademark Mackay’s Maxims and reading those nuggets alone is worth the price of the book.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

Why Should Words Only Be For Word Nerds?

Marketing podcast with Jay Heinrichs (Click to play or right-click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

My guest for this week’s episode of the Duct Tape Marketing podcast is Jay Heinrichs. Some of you might recognize that name as his byline appears monthly in Southwest Airline’s Spirit magazine. He is also the curator of a wickedly funny web site called Figarospeech and author of Word Hero: A Fiendishly Clever Guide to Crafting the Lines that Get Laughs, Go Viral, and Live Forever

Words are such an important aspect of branding a small business that the right one or two words can completely define what a business stands for.

The choice of words Duct Tape Marketing as the name of my business immediately created a phrase that was both memorable and evocative, but also tapped a positive association people have with all things duct tape. That’s the power behind what Heinrich preaches in Word Hero.

Carefully choosing memorable words allows you to simply brand a product or frame an issue. Word Hero is a tremendous guide for anyone preparing a speech, creating a product, starting a company or trying to get an idea across.

In the book we meet a language device called a trope. Metaphors and similes are the most well-known members of the trope family. Business owners can use what Heinrich calls a belonging trope to create memorable symbols that can help them label or brand projects. He uses the term “shovel ready” as an example of term that is both evocative and memorable while not being necessarily poetic.

Strong words are filed away with three memory keepers – pictures, sounds and associations.

Don’t Mess With Texas slogan is a great example of a pun that turned into a powerful symbol of Texas independence and associated “don’t litter” with a macho kind way of life.

The book is filled with techniques, tools and devices that can help you craft memorable words.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

Create, Amplify and Embrace Uncertainty

Marketing podcast with Jonathan Fields (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Uncertainty, and the occasional chaos that accompanies it, is a force that excites and drives me in my daily work, but it wasn’t always the case.

My guest for today’s episode of the Duct Tape Marketing Podcast is Jonathan Fields, author of the book Uncertainty: Turning Fear and Doubt Into Fuel for Brilliance and the storyteller featured in the moving video above.

I think one of the signs of success in business is when you can begin to recognize uncertainty as a good thing, a creative force, that signals the kind of change that happens right before real growth.

The challenge with this idea is that uncertainty can unlock fear and fear often leads to resistance – either or both of which cloud our ability to take action on things and ideas that help us do the work we are meant to do.

Steven Pressfield, author of The War of Art, writes that it is often the thing we fear doing the most that we are absolutely meant to do and that our intense feeling of fear is actually a lantern showing us our path.

Fields presents a strong case for embracing uncertainty coupled with a prescriptive approach for bringing it into your life as a positive force through a set of behaviors.

Most business owners know that must be okay with uncertainty, but Fields suggests that it’s also a behavior that can be learned and mastered through workflow adaptations, daily personal rituals, and cultural shifts in ways that allow you to look for and amplify uncertainty as a driving creative force.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

The New New New Rules of Marketing and PR

Marketing podcast with David Meerman Scott (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

My good friend David Meerman Scott stopped by the Duct Tape Marketing Podcast recently to talk about the release of the 3rd Edition of his mega best selling book The New Rules of Marketing and PR. This book changed the way many people think about marketing and has remained on many a “must read” list since it was first released.

The first edition came out in 2006, right at the edge of the social media explosion, so naturally version two included the addition of social media.

So, what’s changed in the last few years enough to warrant a third edition?

The Third Edition, features completely updated case studies and examples also includes a very useful Marketing and PR Strategy Plan template that will help people get started using a step-by-step approach to social media.

In addition there’s a new chapter on social media measurement and ROI tracking. David is staunch promoter of the “The Power of Free.” and that chapter should be required reading for all marketers. The book also includes a discussion on the use of Real-Time tactics made available by the real time nature of news and events reported online. The case studies in this vein are extremely interesting and feature some very creative marketing thinking.

The biggest addition to the book, however, is the inclusion of a section on mobile. Mobile is last year’s social and marketer need to understand both the new tools and new behavior that comes with building a business in a world gone increasingly mobile.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

More Cheese, Less Whiskers

Marketing podcast with Dean Jackson (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Karl Palutke via Flickr

The human brain is very similar to that of the mouse. That’s why so much research is conducted using mice. Much like our brain, the mouse is wired for pretty much two things – get cheese, avoid cat.

When we attempt to sell something to a prospect we look very much like the cat, no matter what our intentions. Buyers are wired to view sellers as cats and even the greatest deal in the world may go unnoticed because of our whiskers are showing.

The job of the marketer is to offer cheese and build trust, not in a manipulative way, but in a way that allows the buyer to put down their guard long enough to understand that you do indeed have something that will benefit.

This approach takes a change in mind shift, but it can color the way you approach marketing entirely.

It requires you to have the client’s best interest first and foremost in mind. It requires you develop the ultimate customer experience first. It requires you to create ways for them to experience results without risk. It requires you to develop ways to show them how they can make money before they ever have to spend money.

See, everyone in every company has permission to bring money in, but generally only a select few have permission to spend money. In fact, some organizations have people that feel it’s their job to shield the boss from anyone trying to sell them something.

So, how can you position your product as a way to make money, not spend money?

In this week’s episode of the Duct Tape Marketing podcast I visit with copywriter and information marketer extraordinaire, Dean Jackson. Jackson is one of the most sought out marketers in the real estate world and is well-known for his “more cheese, less whiskers” take on lead generation.

In this episode he outlines several case studies in which he applies the customer’s best interest approach and produces incredible results where the sales only approach had failed miserably.

Let me add for emphasis, while I’m suggesting that the shift in thinking that Jackson presents is a powerful way to approach lead generation and conversion, it will only work if you have a product or service that truly does provide massive value – otherwise your cheese is just bait and switch.

Listen to this recording and Jackson’s simple approach several times. Don’t let the simplicity escape you, this is one of the most profound marketing lessons you’ll ever get, precisely because it is so simple.

Go to work on creating the ultimate customer experience, make your business whisker free and start generating greater results from your lead generation efforts.

You can hear Dean talk about it in even greater depth on the ILoveMarketing podcast.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

Getting Creative with Foursquare for Small Business

Marketing podcast with Carmine Gallo (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Foursquare boasts over 10 million users and some 400,000 businesses, and even though it’s not this week’s hot topic anymore, it’s ripe to add to your marketing mix.

foursquareMy guest for this week’s episode of the Duct Tape Marketing Podcast is Carmine Gallo, journalist, communications coach, speaker and author of The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are

We discussed the various ways that small businesses can move into the location based marketing game and take advantage of the fact that most of their customers are using mobile devices to locate the places where they shop.

I’m going to skip the introduction and focus mostly on how to use it as a customer magnet. If you don’t really know much about Foursquare yet go here first: Foursquare 101.

Since a lot of folks are using Foursquare, it’s time to break out some creativity and move past the “me too” users that are simply copying what they see other people doing.

It’s okay to play the checkin smorgasbord game. You should consider a special deal for different kinds of checkins, such as a generic checkin and get something special, a special for the first time someone checks in and, of course, treat your mayor to something really special.

If you really want to make Foursquare pay, consider adding one or more of the advanced and slightly more creative offers listed below.

1. Target the hot spots

If there are businesses near you that get lots of checkins—hotels, conference centers, sporting arenas—consider adding tips to these venues that point people to your business or special. Foursquare has a feature that will point to nearby specials, but why not write a great tip (be outrageous to get some attention) and attract even more of those large numbers of people checking in?

2. Make referrals

You can take this last point up a notch by collaborating with strategic partners to make referrals all over town at a multitude of locations. This can take a little time, but if you place checkin tips referring your team of business partners to dozens of sites—and your partners do the same—you’ll gain lots of exposure. Make sure you’re not placing tips on competitors’ sites, as that will likely backfire.

3. Flash specials

Foursquare recently add a few new kinds of specials that offer much potential. A flash special is something you can offer to a certain number of people that act fast—this is a great way to create buzz and get people promoting for you. Let’s say someone checks in and learns that the first 50 people that check in that day get a cool offer…this kind of special really gets people reacting and sharing.

4. Friend specials

Another new special type is the friend special that allows someone to check in and get a great deal only if, say, they get three friends to check in as well. This one is nice because you can limit it and offer something really great for someone that goes to the effort of getting his or her friends into your store. The game and sharing aspect of this one offers lots of fun potential.

5. Create a swarm

In Foursquare terms a swarm is when a lot people check in at one place. This is a great one for events and could even make a neat little fundraiser kind of thing for an organization. Imagine hosting a PTA or club and offering them a special donation for everyone that visits your business and checks in on Foursquare creating a custom swarm of whatever you determine.

One of the things that Foursquare offers small businesses is the technology to track customer behavior. Use your creativity and you may find even more ways to tap this tool to grow your business and community.

You can find out more about various forms of special at the Foursquare for Business support forums.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

Talking About Rainmaking Conversations

Marketing podcast with Mike Schultz (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Conversations are a bit part of everything in business these days including selling.

Rainmaking ConversationsMy guest for this week’s episode of the Duct Tape Marketing Podcast is Mike Schultz, president of the Rain Group, editor of RainToday and coauthor of Rainmaking Conversations: Influence, Persuade, and Sell in Any Situation.

Schultz contends that the gap between what we are making and what we are worth, our incredible value, lies in having great sales conversations.

“Every conversation you have is an opportunity to find new prospects, win new customers, and increase sales. Yet so many professionals and sales people struggle with generating initial conversations and moving them to the close. They make common mistakes that end up losing them deals.”

Sales skills can be learned, desire and commitment are another thing. The salespeople that really want it and do what they need to – they get the end result.

People buy from people they like. So, how do you get liked digitally? Buyers are yearning for a true deeper connection because companies let them down so often. Online interaction has the potential to facilitate relationships that are started in person.

In addition to the content in the book, Schultz has compiled a number of resources, tools, and free online training to help you more quickly and effectively apply RAIN Selling to your sales efforts and take your selling to the next level.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

Everyone That Likes Meetings Raise Your Hand

Marketing podcast with Al Pittampalli (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Read-This-Before-Our-Next-MeetingOkay since I’m not seeing a bunch of hands go up I’m guessing that maybe you’ve worked in one of those places where it seemed like your job was to attend meetings, really long, boring, everyone needs to say something meetings.

I’ve been self employed over twenty five years now so, I can tell you, I don’t do meetings very often, but even I detest those meetings that seem to be held so someone can read you a PowerPoint deck or go over the contents of an email or, worst of all, pick your brain.

This week’s guest on the Duct Tape Marketing Podcast is Al Pittampalli, author of Read This Before Our Next Meeting.

Pittampalli worked for years consulting with large organizations and wanted to find out why some companies have so many meetings. He thinks he’s found that answer and now claims without hesitation to be a meeting culture warrior. He’s on a mission to change the way organizations hold meetings, make decisions, and coordinate action.

Read This Before Our Next Meeting several meeting principles that Pittampalli calls the “Modern Meeting Standard

Perhaps pivotal to understanding the key shift in meeting thinking the first tenet of the Modern Meeting Standard – The Modern Meeting supports a decision that has already been made.

According to Pittampalli, most meetings are held to try to make a decision, something he claims is why so many meetings are needed. When in fact, most decisions need to be made by a few and meetings should then be used only to resolve a conflict about a decision or communicate actions based on a decision.

Pittampalli is also quick to point out that his way of thinking requires a bit of a culture change in organizations that have long meetinged people into submission. Part of that culture change is to move brainstorming out of the meeting format so that it can live and thrive as the truly different beast that it is.

Read This Before Our Next Meeting is available in Hardcover, Kindle, or Audio formats, published by the one and only Domino Project.

As is part of the Domino model the book also enjoys a sponsorship from Citrix, the Kindle version of Read This Before Our Next Meeting is available for FREE until Aug 10th. You can download it right now.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or