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DuctTapeMarketing.com
June 22, 2004
In this issue:
Featured Resource - Make Your Site
Sell - Dr. Ken Evoy
Featured Tip - What if Marketing Was a
System
Featured Reading - Selling the Invisible-
Harry Beckwith
Featured Listening - Indians Cowboys
Horses Dogs
- Tom Russell
Need Referrals?
Later this month I am releasing an ebook
and CD audio program titled: "Referral Flood
- How to generate a flood of new business without spending one dime on
advertising."
Don't miss out on this spe~cial prom~otion!
Go to
ReferralFlood.com and
sign-up for special pre-release promo~tional pri~cing that I will be
offering only to Duct Tape Marketing readers. There's no cat~ch just
reserve a review copy at a deeply disco~unted price (good until
6/25/04)
Thanks
for subscribing - John
Featured Resource
•
Make Your Site Sell -
Ken Evoy
This is the bible for anyone who wants to sell on or off the web. This
book is crammed with so much useful information that I really think
everyone who has any interest in website marketing strategies should be
required to read it. It will open your eyes. Some great fre~ebies here
too!
Featured Tip
What If Marketing
Was A System?
By John Jantsch
Think about this title for a while. You have systems for accounting,
making if, fixing it, shipping it, hiring...even for how to sort the
mail. So, why the heck is marketing still an event.
What if you began to analyze every marketing function as though you
needed to teach it to someone? How we answer the phone, how we tell
people what we do here, how we send out the mail, how we solve customer
issues, what we say on a sales call, what we do when we get an order.
If you began to look at all of your marketing this way, then it would
need to make sense, then you would need a plan - maybe a document, then
it would have to work.
The basis of any good system is that it works, it's documented, and it's
measurable. If it's broken, you fix it. The real system techies might
even try to think of ways to continually make it work better.
Here is how you get started. This is something I call the "One Page
Marketing Plan."
Take out a piece of paper or open your word processor and put these
heading on a page.
• Target Market
•
Core Message
•
Marketing Materials
•
Lead Generation
•
Referral Marketing
•
Public Relations
•
Calendar
•
Budget
Pretty obvious what were going to do here,
but amazingly few small businesses even take this step.
•
Define your target market in very specific terms. (you likely need to
think
narrow)
•
Tell people what you do for living that will change their life!
•
Describe the educational marketing materials needed to do this.
•
Detail a lead generation system that forces prospects to raise their
hands and
request more information.
•
Outline your systematic strategy for generating referrals intentionally.
•
Have a plan to stimulate some mention of your core message in
publications
read by your target market.
•
Create a calendar that lists some primary marketing initiative every
month.
•
Produce a budget and stick to it.
So, are you done creating the system now?
Not hardly. Now you must tear each of these steps apart and figure out
how to get it done, how to make it work, how to measure it, and how to
replicate it so that everyone in your organization can begin to see that
"Running the Marketing System Is Everyone's Job"
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John Jantsch is a marketing coach and the author of Referral Flood - How
to create a flood of new business without spending one dime on
advertising. You can get more information at
www.ReferralFlood.com or by
sending a blank email to
subscribe@ducttapemarketing.com
Featured
Reading
Selling The Invisible- A Field Guide To Modern Marketing - Harry
Beckwith
This is one of those books
that have my must read list for small business owners. This is
Beckwith's first in a series of four books on marketing, selling, and
customer service and this is by far the most popular. The book in broken
up into tiny little bite size pieces and offers very practical advice
for the service business. The primary focus of the book is this: people
aren't looking for features and benefits, they are looking for
relationships and experiences. So, how do you give them that?
Featured Listening and Such
 Indians
Cowboys Horses Dogs- Tom Russell - Tom Russell takes on the old
west in a way that only a songwriter of his talent can. Russell's
western songs are dark and full of characters that destruct. He covers
Marty Robbins, Bob Dylan, and Linda Thompson while adding several very
powerful originals. Russell, although not a household name, is a
favorite writer for the likes of Mary Chapin Carpenter and Nanci
Griffith. |
