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.

CAREFUL! Duct tape is a serious tool... it sticks where you put it. So are the ideas in this book. If you're ready to make a commitment and are willing to make something happen, John's book is a great place to start. --Seth Godin, author of Purple Cow

For all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, Duct Tape Marketing is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John's blog is living proof that they work. Duct Tape Marketing should be required reading for anyone who is building a business, or thinking about it. --Bo Burlingham, editor-at-large, Inc. magazine, and author of Small Giants: Companies That Choose To Be Great Instead of Big

Duct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketing -- concise, clear, practical, and packed with great ideas to boost your bottom line. --Bob Bly, author of The White Paper Handbook

With the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour. --Ben McConnell, co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

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 or Wired and author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

Duct Tape Marketing is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business. --Dr. Ivan Misner, Founder of BNI and Co-author of the New York Times bestseller, Masters of Networking

Recommended Reading

• marketing
• The New Rules of Marketing and PR How
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• Mobile Marketing Playbook
• The New Rules of Marketing PR How to
• Marketing
• Creating a Marketing Plan An Overview
• Publicity for Print Media

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• Mobile Marketing Playbook
• The New Rules of Marketing PR How to
• Marketing
• Creating a Marketing Plan An Overview
• Publicity for Print Media

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• The New Rules of Marketing and PR How
• Mobile Marketing Playbook
• The New Rules of Marketing PR How to
• Marketing
• Creating a Marketing Plan An Overview
• Publicity for Print Media

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• The New Rules of Marketing and PR How
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• The New Rules of Marketing PR How to
• Marketing
• Creating a Marketing Plan An Overview
• Publicity for Print Media

This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:

• A new introduction discussing recent changes to the world of marketing and PR
• A brand new chapter on mobile marketing
• An additional chapter on real-time marketing and PR
• Updated information on how to measure the success of your campaigns
• A range of new tools
• Fresh case studies

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• The New Rules of Marketing and PR How
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• Mobile Marketing Playbook
• Marketing
• Creating a Marketing Plan An Overview
• Publicity for Print Media

High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and contemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements. ....read more

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• The New Rules of Marketing and PR How
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• Mobile Marketing Playbook
• The New Rules of Marketing PR How to
• Creating a Marketing Plan An Overview
• Publicity for Print Media

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• The New Rules of Marketing and PR How
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• Mobile Marketing Playbook
• The New Rules of Marketing PR How to
• Marketing
• Publicity for Print Media

Publicity is media exposure, a mention or complete article in your local or regional newspaper or magazine.
There are basically two types of  publicity:

• The newspaper editorial that is an item of interest to ALL its readers.  This is placed at the discretion of the newspaper, and there is no charge for it.  Unlike the placing of an advert, editorial publicity cannot be arranged at whim.  That’s because it is free media exposure, and how or  whether it gets used at all depends on the news value of your story; what is important to you might be considered of little interest to the wider spectrum of readers.
• The paid editorial.  Known as an “advertorial”, this follows the same principle as a normal display advert where a business pays for the space used. The appearance resembles that of normal newspaper editorial and is usually written by the publication’s journalists. The advertorial has become accepted and popular with advertisers large and small, because payment grants control and ensures its placement.

Whichever method is used, the major advantage lies in credibility.  An unbiased observer (the journalist) is saying that your business is worthy of notice.  This greatly enhances your credibility – provided, of course, that it is an honest statement in the first place!  As with an advertisement, you have to live up to what is being said.

While one cannot, even with paid advertorials, expect to see one’s business name in the news every week or even every month, there are ways of working towards generating this valuable exposure.

Publicity Opportunities

• Unusual or newsworthy activities such as product launches, or an official opening of new premises;
• Special recognition of staff (long service, national sales award);
• Community projects you initiate;
• Functions arranged by yourself where a prominent speaker or special guest will be present.

What usually happens is that the local newspaper is telephoned and asked to “cover” one of our events or to conduct an interview.  A few questions are asked, photos are taken, and we hope for the best that:

1. an article will appear in the next issue;
2. that the facts will be correct.

As with advertising, businessmen have a role to play in ensuring that their publicity is accurate and effective.  The better the information you provide, the better the final story.

Identifying your news value

There should always be something of specific interest to your public.  A special event about to take place, a new product, or perhaps your business itself is different enough to be of special interest.

The key is to identify very clearly what makes you different and interesting.  Start by asking yourself the following questions:

• Who are your customers (past, present and potential)?  This will help you determine to whom to direct your information.

• What do you want to tell them about yourself? Consider:
  • what makes your business different?
  • what are your business strengths?
  • why should a customer come to you rather than your competitors?
  • are you currently involved in any activities that would interest your community?
  • is there anything special about the services you offer?

This information may well give you more than one news angle.  If so, each can be developed into a separate press release which will give you more than one opportunity to promote your business over time.

Preparing your news
Once you’re sure of what it is you want to get across, you can request the newspaper to send a journalist to discuss your proposal with you.  But, it is far more effective if you have already prepared a typed press statement with all the details.  This will allow newspaper staff to familiarise themselves with what you have in mind and help ensure the facts are correct.  Remember that a press release, like a letterhead, projects the image of your business.  It must be attractive and appear interesting.  If you’re sending one out to more than one publication, rather retype them than photocopying.

The aim of the press release is to provide – quickly and simply – the details and news you wish conveyed to the public.  Try to limit it to two pages at the most, but preferably restrict it to one.  It should be written simply and clearly, with short sentences and paragraphs, the latter being restricted to six or seven lines.  Keep typing double-spaced, and make sure you spell the names of individuals correctly.

Don’t be tempted into boasting too much about how wonderful your business is.  It’s far more effective when a journalist establishes that for himself.

All press releases should contain the following elements:

• Who it comes from and who to contact for more information.  Provide the name, address and telephone number of the contact person, placing it at the top of the page.
• Release date: state the date when you would like to have the information released.
• Headline: this should be a factual (not a clever) summary of what the release is about.  Make it a brief, one-sentence summary.
• Body of the release: give all vital details (who, what, where, when, why) in a short first paragraph with the balance provided in descending order of importance.  Explain what you are doing, where it is taking place and when.
• A release should conclude with information about what the public should do if interested.

Publicity
Publicity works best when accompanied by photographs of events.  If your story lends itself to the visual and can be told with a photograph, you will do well to invest time and money in getting a quality picture taken.

Sometimes pictures get used instead of a press release, so your photo might well be the special element that catches the editor’s attention.

When people are involved, it’s best to have some sort of action taking place.   Try to think of something that will depict your story.  Avoid the static photograph; there’s nothing very interesting about a picture of five or six people facing a camera.
If you have arranged someone outside of the newspaper to take the photographs, then ensure the photos are identified by details on the back.  Use a gummed sticker for this, as ink does not work well on the chemically treated surface.  Also take care to protect your valuable photographs by placing them between stiff cardboard.  Avoid the use of paper clips.

Every photograph should be labelled in two ways:  a gummed label with a brief identification should be affixed to the back, and a caption should be attached as well.

A word of caution: When editorial is being arranged, newspaper staff might urge you to place an advert as well.  This often happens, especially with rural newspapers where journalists perform an advertising function as well.  Take out an advert by all means – but insist that it be placed on a different page to the one containing your editorial.  Having it alongside your article might boost reader awareness of your advert, but it also ruins the credibility of your news story.  The reader might gain the impression that you have paid to “be news”.  Besides, an editorial and an advert spread across different pages gives you two opportunities to be seen.

An excellent source of press release preparation can be found at Bill Stoller”s Publicity Insider website’, ‘Preparing Press Releases’.

Recommended Reading

• marketing
• Duct Tape Marketing The World’s Most Practical Small
• The New Rules of Marketing and PR How
• Guerrilla Marketing 4th edition Easy and Inexpensive Strategies
• Mobile Marketing Playbook
• The New Rules of Marketing PR How to
• Marketing
• Creating a Marketing Plan An Overview