DuctTapeMarketing.com
January 03, 2007 

In this issue:

Resource #1 - Duct Tape Marketing, the book
Resource #2 - Lead Generation Telesummit
Main Article - The Ultimate Referral System in 7 Steps
Resource #3 - Duct Tape Marketing Article Archive - add your articles!
Resource #4 - Duct Tape Marketing Coaches
Free Magazine - Free subscription to B to B Magazine
Featured Reading - Secrets of the Millionaire Mind - T. Harv Eker
Featured Listening - Songbird -  Eva Cassidy

I will be providing great content the next few weeks surrounding my book launch and pre-order campaign, but I might seem a little book sales focused, please forgive me for that, I'm just trying to get this baby launched right.

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Featured Resource #1

Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide - foreword by Michael Gerber,  author of the E-Myth, afterword by Guy Kawasaki, author of Art of the Start - Hardcover, 304 Pages, Nelson Business.

Duct Tape Marketing is THE small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses.

This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses.

There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks.

Special Launch Campaign with thousands of dollars of bonuses when you order 1 or more copies of the book. Check out the book bonus page

How To Create a Non-Stop Flow of Highly Qualified Leads - The Duct Tape Marketing Small Business Marketing Lead Generation Telesummit

Leads are the life blood of marketing! Attend a lead generation super class broken into three fast moving sessions that include laser specific details for making your phone ring like never before.

Each session includes an overview of the lead generations tips, tricks and secrets I’ve picked up from over 20 years of working with small business owners, a workbook containing forms and guides to help you build your small business lead generation machine, and audio recordings covering each topic so you can listen to the lessons over and over again whenever you like.

This telesummit will turn any small business into a systematic lead generating workhorse.

Attend all 3 sessions via telephone line from the comfort of your home or office for one low price. (All session are recorded in case you miss one.)

You get a workbook, complete with lessons, forms and examples and an audio recording of each live session.

Featured Article

How to Create the Ultimate Referral Marketing System in 7 Simple Steps


It’s funny how often small business owners tell me that the number one way they acquire new business is by way of referral. Yet, when I ask what they do to intentionally stimulate this powerful marketing strategy, I get blank stares.

If you’re doing something right in your business, you will get the accidental referral but, by creating a systematic approach to consistently generating referrals, you will find that your job of marketing and selling can become a pretty simple affair.

The following seven steps constitute the core components used to build an effective referral marketing system for your business.

Step #1 - Create a referral target market(s) – you must create a target list of companies and individuals who can be motivated to refer. This can be clients or a network of related businesses. In many cases you will find a certain percentage of your clients already refer some business. Tap these sources first, create tools to make it easy for them to refer you, ask them what would motivate them to refer more business. Don’t spend your time and energy trying to create a referral program that everyone will buy into. Some people are just wired to give referrals – focus on that group

Step #2 – Identify your ideal referral client – In order to receive high quality referrals you must be able to quickly communicate the exact type of person or business that makes a great referral. Skip this step and you will likely find yourself on too many wild goose chases with referrals that don’t fit your ideal target client.

Step #3 – Create and communicate your core referral message – you must be able to easily explain the value you can bring to anyone who is referred. For example, a marketing and branding expert for professional services might tell an attorney, “We show estate attorneys how to become famous,” as a way to simply communicate how they are unique. It’s important that your referral sources know what makes you unique, what your brand has to offer that a referral might value most.

Step #4 – Design a referral education system – When you meet with a potential referral source you can substantially increase the number and quality of referrals if you systematically educate them on: Who makes a great referral, what’s in it for them to provide a referral, how to refer you, and the exact steps you plan to take with that referral. Taking the time to educate your referral sources is a great way to differentiate your business from the hoards of other businesses that are probably courting them are referral sources as well.

Step #5 – Outline your referral lead offer and system – this is the heart and soul of the system. This is where you devise the creative offer that makes people want to refer you. Spend some time to craft a creative approach to motivate your referral sources. Money for referrals is rarely the best approach. Motivate your sources with recognition, thanks and contests. Example: Earn a 100% refund on your tax return preparation when you refer 4 people who become clients.”

Step #6 – Create a referral conversion strategy – what good are referral leads if they don’t become referral clients? You must map out a specific set of steps that will allow you to convert your referral leads. A referred lead is a warm lead, but in some cases, they may actually have higher expectation, due to the referral. Make sure that your initial marketing materials, meetings and sales process meet those expectations or you may find that the referral tap gets turned off. Remember, you are borrowing the trust a referral has with the referral source, don’t abuse it.

Step #7 – Identify a referral follow-up strategy – to bring your referral system full circle you need to devise two follow-up steps. 1) a way to continue to market to your referral leads that don’t immediately turn into clients and 2) a way to systematically communicate the progress of a referral back to your referral sources to keep them motivated. I find that often it makes sense to create several ways to reward your referral sources. Acknowledge them in some way as they refer leads and then again, in a more significant way, as a lead becomes a client. This way you consistently communicate how much you appreciate their support on your behalf.

Take the time to complete the steps outlined above and then operate your referral marketing system week in and week out and you will soon discover a steady flow of highly qualified leads, already aware of the value you can provide, seeking to do business with your firm.

. ~ ~ ~

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.

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.

Featured Reading

Secrets of the Millionaire Mind - T. Harv Eker



I think that many people hold themselves back in life by running the little scripts they have in their head that tell them they can't do something or don't deserve something.

This quick read dives into the idea of creating wealth for sure, but this is not the tool box of how to as much as the guide to unlock the wealth mindset.

Small business ownership is a great way to earn a fantastic living, allowing you to do so much more with your life, but only if allow yourself to do so.
 

Featured Listening


Songbird - Eva Cassidy




This is not a new album, it came out in 1998, two years after the virtually unheard of Eva Cassidy died of cancer at 33.

Since, it has gone on to be one of the best selling albums in the folk category for years.

Her voice is something else. I put this album on and play it over and over again when I have a big writing project.

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 - The Duct Tape Marketing Workshops - Does Your Group Need a Practical Small Business Marketing Speaker?

I am available to present small business marketing workshops, seminars and keynotes to groups and associations.

Find out more here

Featured Resource #3 -
Referral Flood - How to generate a flood of new business without spending one dime on advertising

The complete referral marketing system with over 50 real world referral tactics, examples and forms. Order now!

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 #4 - 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



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