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DuctTapeMarketing.com
December 02, 2003
In this issue:
Duct Tape Positioning
Featured Resource - Marketing Rebel Rant
Featured Tip - What Should Your Title Be?
Featured Book - Marketing Plan Workbook
Featured Listening - Elvis Costello -
North
Well, the good news is that
in experimenting with various formats and content I found that people read this newsletter. The bad news is that sometimes they tell me
what they think (even when...it's not so good) It seems that readers
either think I am brilliant, or they think I am an idiot. There appears to
be no middle ground on this. So I have incorporated some of your
suggestions into this newsletter.
Here's my promise. I will continue to send you this newsletter every other Tuesday morning. This is the format that I am going
with for now. (I got a lot of requests to bring back this HTML format)
From time to time I may ask you to give me
some feedback on what you would like to see in this newsletter. In between
issues, I will continue to make entries in the
Duct Tape Weblog. You
should visit this innovative tool when you have a chance. Also visit
DuctTapeMarketing as
the content changes often. Take a look if it has been a while.
Thanks for subscribing! - John
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Duct Tape Positioning
A poster on the door of a pet store
"Be the
kind of person your dog thinks you are."
Anyone who has ever owned a dog can relate to this one.
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Featured Resource
The Marketing
Rebel Rant - John Carlton
John Carlton is one heck of a copywriter and he has
posted back issues of his newsletter here. I assure it is worth a
visit...he cracks me up. Every time I read something from him it improves
my writing.
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Featured Tip
What Your Title Should Be
by John Jantsch
If you are the boss and you think your job is to
run the business, you are dead wrong. Your job,
the most important job in any business, is to market the business.
Peter Drucker, way back in 1956, said, "Since the
purpose of a business is to find and keep a customer,
then the only two things that matter are marketing
and innovation...everything else is a cost."
I love it when I get a business card from a small
business owner and the title on the card says
something like President or CEO. Think about it, how much time do you
really spend each day doing
the strategic work that name implies. Fat chance.
You can't really be the President because you're
too busy making it, fixing it, and shipping it...as my
friend Michael Gerber loves to say.
So why not make a bold move for the good of your
company and just go ahead and fire the President or CEO of your outfit.
That's right starting tomorrow morning fire
yourself as the so-called President and rehire yourself
as the Director of Marketing, because that's what will
make your business come to life. That's what your
firm desperately needs.
From this day forward you should think of yourself
as the CMO or Chief Marketing Officer of your
business. (At least
get some business cards here with that title too.)
So how do you do that? You must become a marketing
evangelist for your firm. You must preach to your
customers, your suppliers, your bankers, and
(perhaps most importantly) your employees.
And the gospel is this.
•
Here's who makes a great client (Your Target
Market)
•
Here's what you do that makes a difference
in their life (Your Unique Positioning)
•
and...Here's how they can help you get to where you
are going (Referrals and Strategic Partnerships)
Create a short statement for each of the above,
plaster it on the walls, and teach it word-for-word
to everyone who works for you.
That's it...that's your new job description. The
difference this point of view can make for your
business is staggering.
Now, just make sure you do a proper exit
interview so you don't get in any hot water with
the folks down in HR.
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Featured Book
Robert Middleton with Action Plan Marketing
has put together a free
Marketing Plan Workbook that is well worth your
time to read and use as you go about your new CMO role. Take a look here.
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Featured Listening
Elvis Costello - North
I love it when an artist who has been around
as long as Elvis Costello can find new ways to make music. This album is
nothing like the rock and roll that Elvis can do. North is an entire album
of Gershwin sounding ballads accompanied by sparse arrangements. You will
love listening to this album.
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