DuctTapeMarketing.com
July
25, 2006
In this issue:
Resource #1 - Duct Tape Marketing Workshops, Seminars and Keynotes
Resource
#2 - Free
Teleseminar with Michael Gerber (E-Myth author)
Main Article
- Education is the Key to Referral Marketing
Resource #2
- Duct Tape Marketing Blog Channel
Duct Tape Coaches - Become a Duct Tape Marketing Coach
Free Magazine -
Free Sales and Marketing Magazines
Featured Reading -
The E-Myth Revisited -
Michael
Gerber
Featured Listening -
The
Complete 1957 Recordings
- Thelonious Monk w/ John
Coltrane
Jim Hopkins,
small business columnist for USA TODAY,
is pitching his
Entrepreneurs Panel -- a virtual advisory group of business
owners and their allies who are often quoted in USA TODAY and on his blog.
Have a look and sign-up!
I've been doing some updates on the Duct Tape Marketing site - if you haven't dropped by for a while you should.
You can always view past newsletter issues here!
Featured Resource - The Duct Tape Marketing Workshops - Does Your Group Need a Practical Small Business Marketing Speaker? Duct Tape Small Business Workshops - I am available to present small business marketing workshops, seminars and keynotes to groups and associations. Recent presentations include popular marketing workshops for organizations such as the Sage Software, PRSA, Small Business Administration, American Marketing Association, Kauffman Foundation, Painting and Decorating Contractors of America, Associated Builders and Contractors, National Association of Tax Professionals and National Association of the Remodeling Industry.
Find out more here
Featured
Resource #2 -
Free Teleseminar
with Michael Gerber, author of the
E-Myth Revisited.
Wednesday, August 9th - Noon
Central
(10P/11M/1E/GMT-6)
Michael wrote the
foreword to my upcoming book, Duct Tape
Marketing - The World's Most Practical Small Business Marketing Guide,
and is joining me to share his always thought provoking views on small
business.
Michael has also launched a new project called In
The Dreaming Room. Michael personally guides Dreaming Room
participants on a two day vision seeking path allowing them to "dream" and
stretch like never before. Michael is the perfect facilitator for those
needing to expand and clarify what thinking big means to them.
Enroll here
(Limited to the first 500)
Teleseminar hosting provided by
Conference Calls
Unlimited
Education is the Key to
Effective Referral Marketing
Teaching your referral sources what makes a
great referral assures that you are both on the same referral page.
 By John Jantsch
One of the few complaints I hear from small business owners when it comes to
generating business or leads by way of referral is that too many of the
referrals they are offered aren’t a fit for the business. The referrals are
either unqualified, don’t need the firm’s offerings, can’t afford the
product or just don’t fit the typical profile of an ideal client for the
receiving firm.
If this is your referral reality, then you know that chasing leads that
don’t fit your target client can be a grand waste of everyone’s time and
energy. The primary reason for this affliction though is that most small
business owners and independent professionals don’t take the time to educate
their referral sources.
The typical referral request may go something like – “know anybody that
needs what we do?” Okay, I know lots of people, here you go. Have at it!
The solution to this is really quite simple. I’ve created a tool I call the
Perfect Introduction, as part of my
Referral Flood program. The
Perfect Introduction is a document (although is can take many forms
including a web page) that contains answers to the following questions.
How would know if I spotted your ideal client?
Describe, in great detail, the type of clients you work best with. This step
will help assure that you get highly qualified leads and make it easier for
your lead source to think of prospects that fit a narrow description.
What would I say to best position your business?
Give your referral source the exact words you would like them to use when
introducing your products and services to prospective referrals. Give them a
simple, memorable way to explain the benefits you have to offer. Remember,
many of your best referral sources may not be actual clients who can talk
eloquently about your brilliance, give them your core marketing message so
that the expectation they set remains consistent.
How can you add value to my relationship with a referred lead?
This is a multi answer question. Show your prospective referral source what
you do to make them look good and outline any offer you might have cooked up
to reward and motivate your referral sources. By the way, money isn’t always
the best referral motivator. Showing appreciation, helping referral sources
meet their goals, and making referral sources look good are all powerful
motivators.
What do you do with the leads you receive by way of referral?
Outline the exact steps you take when you receive a name or introduction.
This step allow the referral source to get comfortable with your marketing
process. Everyone has some fear that the referred party may abuse the
relationship by hard selling or calling every night at dinner time. Put
these fears to rest by outlining your very educational approach. (That is
your approach, right?)
Now that you have your Perfect Introduction document in hand you can go out
there and confidently let the world know that you are someone they can feel
great about referring.
Another very powerful aspect of this tool is that often, even if you don’t
realize it, you are in competition with others who are seeking referrals.
CPAs, for instance, are heavily targeted by service professionals seeking
referrals. With your referral process outlined in a very professional
manner, you will stand out in the referral competition for some of the best
potential referral sources.
And Now a Powerful Twist
Once you have created your Perfect Introduction you should also consider
using this tool to open doors with potential referral sources. Send a letter
to 100 targeted referral sources with a copy of your Perfect Introduction
and a blank Perfect Introduction form. Inform the recipient that you have
clients and prospects that you believe could benefit from their products and
services. Ask them to complete the enclosed Perfect Introduction form (using
yours as an example) and send it back to you as soon as possible. Do this
and you will find new referral marketing doors swinging wide open for you.
In addition, you will be better prepared to give referrals to your clients
and prospects, kicking the referral cycle into even higher gear.
~ ~ ~
John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson - due out in the fall of 2006
He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com
You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above.
Duct Tape Resource: Duct Tape Marketing Blog Channel Recently, I added 14 new blogs on specific small business topics to the Duct Tape Marketing Blog Channel bringing the total to 22. The collective brainpower coming from this blog network will make it the place to go for small business information.
I have added a Duct Tape Marketing Blog Channel Digest page that allows you to visit one page and view the most recently updated content.
Duct Tape Coaches - Duct Tape Marketing Authorized Coaches - coming to a town near you (already spanning the USA, UK and Canada!)
Think you might want to become a Duct Tape Marketing Authorized Coach?
Find out more here
Next Training Intensive is September 21-22!
To become a coach Email John Jantsch or
call 866-DUC-TAPE (382-8273) and visit
Duct Tape Marketing Coach
to get details and listen to an audio overview.
Featured Reading
 It's
quite popular these days among small business pundits, myself included, to
point out the fact that small businesses need to create and implement a
systematic approach to running their business.
The E-Myth Revisited, was the book that started this thinking in the context
of small business and also married a systematic approach to vision and
leadership for the small business owner.
The E-Myth is on my list of books
every small business owner or wannabe owner must read.
Don't miss my free teleseminar
with Michael Gerber, August 9th -
Enroll here
Featured Listening
The Complete 1957 Recordings - Thelonious Monk with John Coltrane
Look the word cool (or groovy, tight, bad - doesn't matter) up in the
dictionary and you will likely see an image of T Monk and John Coltrane.
This is the music that formed what many now call American jazz. These
recordings in 1957 signal a cultural shift in the coming 1960's far earlier
than anything credited to Bob Dylan or Woodstock.
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Featured Resource #1
The Duct Tape Marketing Small Business Marketing System
This complete small business marketing program contains 15 workbooks, 12 audios CDs - packaged in a Duct Tape Marketing 3 ring binder. This is the same tool I use to coach my clients. Find out more.
Featured Resource #2 - The Duct Tape Marketing System Workbooks The Ultimate Marketing System individual workbooks and audios. 15 workbooks and 12 audios. Buy one or buy them all. $29 Workbook only/$39 workbook and audio. Individual Workbooks and Audio CDs Featured Resource #3 - Digital Version Now Available for Immediate Download 
Referral Flood - How to generate a flood of new business without spending one dime on advertising
I just released a digital version that allow you to download the 125 page ebook as a PDF file and MP3 Audios. I also passed on the saving to you. The digital version is $79 (as opposed to $97 for printed version) + no shipping
Resource - Get Local Search Engine Traffic
Don’t Let Your Small Business Get Left Behind in the Local Search Engine Game 
Get your local business found online automatically by local prospects with a Duct Tape Marketing Local Search Engine profile. One of the best ways to get your business found in your town by local prospects. More Featured Resource #3 - Blog Lightning - How To Create and Promote Your Blog In A Flash Drawing from my experience creating blogs, including my award winning Duct Tape Marketing Blog, I have launched a complete step-by-step guide that takes you by the hand and shows you exactly what to do to instantly create and promote a successful blog for your business.
You also get 14 video screencast tutorials that allow you to watch over my shoulder as I actually do the steps I outline in the system - It does not get any easier than this! - Order Blog Lightning Featured Free Magazine
 Request Your Free Magazine
Sales and
Marketing Magazines Collection of free magazines, white papers and
podcasts for small business marketing. Duct Tape Marketing Podcast
Tune in each week as I interview some of the brightest business experts, authors and entrepreneurs. Subscribe and get the Duct Tape Marketing Podcast delivered to your iPod or other mp3 player.
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