Small Business Marketing Workbooks and Audios

Each title in the Ultimate Marketing System is available individually. Each workbook consists of 10-20 pages of small business marketing content, forms and exercises to help you implement the lesson contained in the workbook. The workbook is printed and bound. The accompanying audio CD consists of about 10 minutes of information about the topic and a 40-60 minute teleconference covering the topic with other small business owners.

Each workbook is $29 + shipping. Workbook and CD combination is $39 + shipping (see details below)
Order securely online - We will ship your package the day you order

Target Market - Determining your ideal target client - Buy Workbook Only | Buy Workbook and CD

In a perfect world, small business owners would discover a hot market and then build a business to serve that market. The reality is that most businesses are started because the owner of that business knows how to do something. Occasionally, through trial and error, that business discovers it does indeed serve a hot market. Far too often, businesses simply get by without any real focus on a market.

In this workbook you will:
1) Discover what market you really serve
2) Determine if this market is viable
3) Find more of this market or narrow or change your market focus

Differentiate and Dominate - Developing and communicating your core marketing message - Buy Workbook Only | Buy Workbook and CD

You’ve got to uncover and communicate how your business is different from every other business that says they do what you do. You’ve got to get out of the commodity business. You’ve got to stake your claim on a simple idea or position in the mind of your prospective clients.

In this workbook you will:
1) Create a core message
2) Discover how to communicate your unique difference
3) Position your business to dominate a market

Give Them An Image - Communicating the complete marketing package - Buy Workbook Only | Buy Workbook and CD

When it comes to your business, a properly executed identity can set the expectation for your client or potential client’s experience with your firm. First impressions are so important and, when it comes to making them, the eyes are the first participants. The eyes consume vast amounts of information and relay it to the brain unconsciously.

In this workbook you will:
1) Audit your identity elements
2) Learn how to tap into emotional impact of visual elements
3) Repackage your systems and process

The Product Service Package - Developing the marketing hourglass approach - Buy Workbook Only (no audio available at this time)

In this workbook, we turn inward to take a look at the products and services you offer to the market to get its attention, permission and order. The primary tool presented in this workbook is the Marketing Hourglass. The Marketing Hourglass is a concept that asks you to focus on developing a series of products, services and processes with the sole intent of moving your target market from the status of “suspect” to “referral champion.”

In this workbook you will:
1) Create new products and service
2) Discover how to package your services
3) Position your services for maximum profit

Marketing Materials - Developing marketing materials that educate - Buy Workbook Only | Buy Workbook and CD

Done well, marketing can eliminate the need to sell. In fact, people don’t like to be sold anything, but they do love to buy. Your marketing materials can do the job of selling if you focus on creating a set of materials that provides an education for potential customers – an education that compels them to buy.

In this workbook you will:
1) Create a marketing kit
2) Learn how to educate and win trust
3) Discover what your prospects value the most

Marketing Story - Make meaning by telling your story - Buy Workbook Only | Buy Workbook and CD

People love stories. The wildly popular Chicken Soup books are nothing but a collection of stories. In this lesson, you will learn how to take advantage of this fact and create your own marketing story.

In this workbook you will:
1) Create a story for marketing purposes
2) Discover how to communicate your core marketing difference

Web Site Guide - Small business content based web site and search guide - Buy Workbook Only | Buy Workbook and CD

In this workbook, we cover the basics of using a website to promote your business. Notice that I didn’t say that we are going to discuss whether or not a website is right for your business. If you don’t already have a website, heed this warning: Harness the Internet or prepare to become obsolete.

In this workbook you will:
1) Learn how to create good web copy
2) Discover what web surfers want
3) Create a website that generates leads and sales

Small Business Advertising - Every sale starts with a lead - Buy Workbook Only | Buy Workbook and CD

Lead generation is the art of turning a “suspect,” a member of your target market you suspect needs what you offer, into a prospect – one you know needs and wants what you have to offer. It’s what makes the phone ring, sets the appointment and brings the prospect in the door.

In this workbook you will:
1) Learn how to create an advertising plan
2) Discover how to get far greater response from any ad you run
3) Create ads that get action

Direct Mail - A targeted small business lead generation powerhouse - Buy Workbook Only (no audio available at this time)

Few advertising mediums are targeted enough to offer the small business a high enough return on investment. The primary reason I believe direct mail is the best choice for most small businesses is that you can start very small, test very quickly and easily expand your efforts when you have a winner.

In this workbook you will:
1) Learn how to target a mailing list
2) Discover how to write a powerful direct mail letter
3) Create a consistent prospect follow-up system

Public Relations - Earned media attention and expert status - Buy Workbook Only | Buy Workbook and CD

In this workbook, we cover some of the strategies and tools employed by professional public relations firms to help you gain positive press and avoid the pitfalls that cause most business owners to fail in this arena. Obtaining media coverage for your firm is not necessarily difficult, and it is well worth the effort; but there are strategies and tactics you must understand in order to achieve the greatest success.

In this workbook you will:
1) Create a targeted media list
2) Learn how to stand out
3) Discover ways to use the media to promote your business

Referral Marketing - Building a systematic referral marketing machine - Buy Workbook Only | Buy Workbook and CD

Simply put, referral marketing is a specific set of strategies and tools designed to bring the small business owner new clients, qualified leads, and repeat business without the aid of, or in addition to, other advertising methods.

In this workbook you will:
1) Create a referral marketing system
2) Learn how to generate referrals from every new client
3) Discover how to generate referral without even asking

A Selling System - Turn prospect to clients and clients to partners - Buy Workbook Only (no audio available at this time)

In this workbook I’m moving the Duct Tape Marketing System away from lead generation and the basic work of generating contacts and referrals towards the ultimate goal – lead conversion or sales. Be forewarned however, that my approach to sales is much different from anything you might read about in one of the dozens of books that focus on teaching you the tricks of the sales trade.

In this workbook you will:
1) Create a consistent lead conversion system
2) Discover how to close over 90% of the leads you generate
3) Position your business to do more business with existing clients

Search Engine Marketing - Generating leads and clients from the Internet - Buy Workbook Only | Buy Workbook and CD

Getting your website found by Internet surfers is one of the most important reasons for creating a website. It makes little difference if Internet surfers or potential customers are across the globe or across the street; if they can’t find your website when they are searching for the products and services you offer, you are the proverbial needle in the haystack.

In this workbook you will:
1) Learn how to target keyword phrases that prospects use
2) Create web pages that search engines love
3) Discover how to generate local traffic from your website

Blogging for Business - How to use a blog as a small business marketing tool - Buy Workbook Only | Buy Workbook and CD

A blog is a software tool for posting content to a website. The information posted is displayed on a web page in chronological order and stored in a database. For the business, a blog is a powerful content management tool that automatically creates search engine-friendly web pages.

In this workbook you will:
1) Learn how to use a blog to marketing your expertise
2) Discover how to generate readers and traffic for your blog
3) Learn to use a blog to generate public relations and media attention

Marketing Automation - Automate and extend your marketing with technology tools- Buy Workbook Only | Buy Workbook and CD

One of the surest ways to kick your marketing efforts into high gear is through the use of tools that help automate various marketing and follow-up activities. Few things will benefit your marketing systems approach more than the ability to consistently follow up with prospects.

In this workbook you will:
1) Learn how to research and marketing, prospect or competitor
2) Discover how to capture the name and email address of your website visitors
3) Learn how to create an automatic marketing follow-up system

The Ultimate Small Business Marketing System

A complete marketing system consisting of 15 workbooks and 12 audio CDs - the product of over 20 years of working with some of America's most successful small businesses and independent professionals.

Get off the marketing event of the week syndrome and learn how to approach your marketing like a system. Learn the master principles and marketing strategies from someone who has helped thousands of small owners grow their businesses with a proven step-by-step system. Now you can have one of America's most respected small business marketing experts guide you along the marketing path for a fraction of the cost of what others have paid to get this same expert advice and coaching? More. . .

So, who will benefit from these products . . .

If you are just starting your business
If you want to take your business to the next level
If you can’t seem to get your marketing unstuck
If you fear your competition is zooming past you
If you know you want more sales but your company doesn’t get it
If you want to work less and get more
If you want to crack the marketing code
If you ever wondered why nobody talks about marketing as a system
If you simply know that your business could do better
If you’re convinced that marketing is a mystery

What Others Are Saying About Duct Tape Marketing

“Duct Tape Marketing is required reading for any marketing professional interested in continuous, breakthrough ideas that impact and influence customers. Its brilliance is often in its simplicity, and John’s ideas work again and again.”

Matt Heinz

"Thanks for putting up such great content. Between you and Seth Godin, I'm actually exited about marketing."

John Ross