Recently, I completed the book Duct Tape Marketing by John Jantsch. It was a gift from a friend that I received about 4 years ago and really have just gotten around to reading it. I wish I would have read it three years ago when I made the choice to enter in to the real estate business.
This book is chalked full of pragmatic tips for putting together a marketing 'system' for your small business. I filled the front and back inside bindings with notes and ideas as they popped into my head while reading the pages.
I appreciated the author's definition of Marketing:
Getting people who have a specific need or problem to know, like, and trust you
I believe that definition is spot on for small business marketing. The book is broken out into 3 parts:
1) The Duct Tape Foundation
2) The Duct Tape Lead Generation Machine
3) Getting on a Roll - Finding out what 'sticks' and do more of it.
I implemented ideas he suggested and saw immediate results:
1)Webinars - We did a Webinar and generated three new leads and closed one in less than a week! Our average sales cycle is 4 months. Needless to say, we have another Webinar scheduled!!
2) Wake up the senses with an Image to Match Your Message - I updated the look of the header on our website and added this 'image' to our advertising, and marketing materials, and have already had comments about the improvements from potential clients. See some of the changes at http://www.whitegallagher.com/
And, I used the book to help set new measurements for Sales & Marketing including: Lead generation numbers and Lead conversion rations.
I have shared this book with team members and look forward to using it as a guide to put together our marketing plan for the future. I highly suggest this book to small business owners looking to leverage their marketing. The book was published in 2006, so it just started to delver into how to use social media as well, but as you read it, you can visualize how to make improvements via blogging, Facebook, Twitter, and other creative ways to get your message out to as many prospects as possible.
This book gets a '10' on my dogear rating system. My highest ranking. If you can't find the ideas to help you improve your marketing system in this book, I don't know where you will find it!!