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DuctTapeMarketing.com
May 23, 2007
In this issue:
Resource #1
- Live Chat with Seth Godin -
author of The Dip
Resource #2
- Differentiate and Dominate Teleseminar Program
Main Article
- What's The Measure of One Word?
Resource
#3 - Duct
Tape Marketing the Book!
Free Magazine -
Free subscription to PRWeek Magazine
Further Reading -
the dip
-
Seth Godin
Featured Listening -
Love Songs of the 70's
-
Donny Osmond
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Featured Resource #1
Talking About The
Dip with Seth Godin
Seth Godin joined me for a special live taping of the
Duct Tape Marketing
podcast (we had about 500 callers listening in.) to talk about
marketing and his new book:
The Dip - A Little Book That Teaches You When
to Quit (And When To Stick)
Featured Resource #2 - New
Teleseminar Program
 Differentiate
and Dominate
How to define your ideal target market and create a unique marketing
strategy -
A Duct Tape Marketing Small Business Marketing
Essentials Course
3 live teleseminar session course meeting
June 14, 21, and 28 at Noon Central
(10PST, 11MST, 1EST, GMT-5)
Each participant receives a 3- 1 hour live teleseminars, workbooks,
and audio recordings and transcript of each session.
more info
Featured Article
What's the Measure of One
Word?
Can you or
your customers define your brand with one word?
 It's
absolutely essential that you find a way to differentiate your business in a
meaningful way. I know I talk about this all the time, but it's that
important.
What if you interviewed a handful of clients and asked them this question:
"What's the ONE word you would use that best describes what we do well?" Is
it fast, attentive, welcoming, creative, cheap, cool, techie, smart, caring?
One word is tough, but you need to get there. One simple word that sums up
how you are different. If you can do that, and it's a word that means a lot
to a lot, your marketing job will be significantly easier.
Can't think of a word? If your business was a car, what type would it be?
Why? What are the qualities you admire in people? What color is your
business? What kind of music do you sound like? What kind of plant would you
be? Why? (Sorry if I'm scaring some of you with this!)
 Got
your word? Now, how does everyone in your firm define and own that word.
Starbucks uses the word welcoming. If you sneak a peak back in the back room
of a Starbucks you might find a bulletin board full of "thoughts on
welcoming" written by the staff.
What if you asked all your clients and associates to help you come up with
your word and then asked them to give your their thoughts on what that word
means or how they experience that word. (This would make a very fun activity
for a client appreciation party - just add beer.)
If you actually did that you might uncover some incredible marketing
material and may even come up with the motivation to inject your word and
all its various meanings into everything you do - make your word your filter
for every marketing decision.
That's how a small business brand is built, that's how you differentiate
your business.
The trick after you find
your word is to also find ways to measure how well you are doing building
awareness and successfully living it. Sometimes the intangibles are where
the most meaningful data lie. How happy are people? How joyful does the
office seem? How quickly do you return client's calls? How often do you
receive referrals? How many handwritten notes do you send? This is the stuff
that can de
Don't think you need to
mess with such silliness? Your clients probably already have one word in
mind, the question is did you plant it intentionally or accidentally?
My word: practical. How do I know? People tell me, all the time.
What's your word?
Related article -
Small Business Ecosystem
. ~ ~ ~
 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 Resource #3
 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.
Check out the
book
"John Jantsch has provided small
businesses with the perfect perspective for maximizing all marketing
activities - offline and on. Jantsch has the plan to help you thrive in the
world of business today. Read it, all your competitors will.
--John Battelle, cofounding editor of Wired and author of
The Search: How Google and Its Rivals Rewrote the Rules of Business and
Transformed Our Culture
Featured Reading
the dip
- Seth Godin
 I
first picked up this book thinking, from clues in the title, that it was
more about quitting things that weren't going anywhere - and I guess it is,
but I couldn't help thinking that it was more about being realistic before
and when you started about what it really takes to be the best in the world
at something.
I found the book to be more inspirational than really instructional - and I
mean that in a very positive way. I read too many strategy books and not
enough books that remind me what why I do what I do. I told Seth that I
thought he had written a self-help book and he flatly denied it. I need lots
of self-help, so I meant it as a compliment.
Featured Listening
Just wanted to see if you were paying
attention!!!!!!
Standard Songs for Average People
- John Prine and Mac Wiseman
A couple of old legends having a great time playing anything they want and
evoking a long past era of early country and the Grand Ole Opry sound.
The set list reads like something
the pair might choose if asked to jam after a show with appearances from
Elvis, Kristofferson , Ernest Tubb and Tom T. Hall.
What's not to like?
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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Fast Company as a must listen to podcast
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