Archive for Duct Tape Marketing

Become a Duct Tape Marketing Consultant

duct tape marketing ambassador logo

As most of you know, I am a member of the Duct Tape Marketing Consultant Network. I’ve been lucky enough to have been a member since almost the beginning (I was in the second group). The network continues to grow and I am always amazed at the quality of people who continue to be attracted to and join the network.

To help spread the word about the network, Duct Tape Marketing HQ recently appointed nine consultants to serve as brand ambassadors and I’m proud to have been selected (see press release below).

If you are thinking of starting a business, or you already have one, and you would like to know more about the Duct Tape Marketing Consultant Network, feel free to drop me a line or give me a call – I’ll be happy to share my experience with you and answer any questions you have.

Learn More About Becoming a Duct Tape Marketing Consultant here


Here is a copy of the original press release that gives more information about the network and the ambassador program

Nine Selected to Serve as Brand Ambassadors for the Duct Tape Marketing Consultant Network

Kansas City, Missouri   February 20, 2014   Business News

(PRLEAP.COM) Duct Tape Marketing Coach, LLC announces the selection of nine Duct Tape Marketing consultants to formally represent the Duct Tape Marketing brand by becoming Brand Ambassadors. Brand Ambassadors will actively recruit, educate and encourage ideal prospects to become Authorized Duct Tape Marketing Consultants.

The Duct Tape Marketing Authorized Consultant program allows business owners to create and build a marketing consulting/coaching business using the Duct Tape Marketing System.
New Duct Tape Marketing Brand Ambassadors are:

  • Bill Brelsford
  • Nicole Crozier
  • David DeVelder
  • Ann Gusiff
  • Dan Kraus
  • Kevin Langdon
  • Ray Perry
  • Eman Bu-Rashid
  • Cidnee Stephen

The Duct Tape Marketing System has grown exponentially worldwide due to its unique proven marketing system for small to mid-size businesses complimented with a high caliber marketing professional to help the owner with creation and implementation. Founder and author, John Jantsch, is well known for his ability to identify and implement new and upcoming techniques that allows the marketing system and consultants to stay on top of what is practical, affordable and effective in small business marketing.

Authorized Duct Tape Marketing Consultants receive 30 days of on-boarding training, 3-1/2 day intensive workshop, scheduled ongoing training with the entire network and 20 weeks of 1-on-1 mentoring with a successful Duct Tape Marketing Consultant.

About Duct Tape Marketing Coach, LLC
Duct Tape Marketing Coach, LLC is an international organization of independent marketing consultants and digital agencies that utilize Duct Tape Marketing products and programs to help small business owners develop and follow a systematic approach to marketing producing predictable and consistent results. The managing partners of Duct Tape Marketing Coach, LLC are John Jantsch, Joe Costantino and Patrick Giammarco. For additional information, visit or call 866-382-8273.

Joe Costantino
Duct Tape Marketing Consultant

7 Tips for Finding Content Marketing Ideas

content marketing tips

Consistently creating marketing content that educates and builds trust can be a challenge for small business owners. Creating an editorial calendar for your content marketing sounds like a good idea – until you have to start filling it with ideas.

Most small business owners that I talk to understand the importance of good marketing content, but often get stuck when confronted with a blank piece of paper (or computer screen). Today I’d like to share some of the tips I use when helping customers build their editorial calendars.

I like to try work on my editorial calendar on a quarterly basis, but sometimes it is easier to work on it monthly, particularly when you are getting started. The important thing to be consistent and build a rhythm to your planning process.

I’ll assume we are on a monthly planning rhythm for this post. Here are some questions to ask during your planning sessions to help you fill out your editorial calendar.

1. What is going on this month?

I am a big of leveraging time and repurposing content, so I like to start by looking for items that need to be worked on in the coming work and see if I can also incorporate them into my editorial calendar. For example:

  • Are you brining on any new employees?
  • Will you be receiving awards?
  • Do you have seasonal promotions?
  • Will your favorite charities have events or awareness drives coming up?
  • Are you or your vendors announcing new products and services?
  • Will you be hosting or attending any conferences or industry events?

Each of these events presents multiple content opportunities (i.e. press releases, website updates, newsletter articles, social media updates, blog posts, etc.)

2. What did we do last month?

Sticking with the theme of repurposing, review the content marketing assets created in the previous month, keeping your eye open for content repackaging opportunities. Did you create an eBook last month? Maybe you can use that content to create a presentation, webinar, or a series of blog posts. Or perhaps you can can create a follow up piece to last month’s PR story.

3. Do we have gaps in our Marketing Hourglass?

The Marketing Hourglass helps define the logical path that prospects follow through your marketing system as they come to Know, Like, and Trust you so they will Try and Buy your products and services and Refer to their friends and colleagues.

For each buyer persona, you need to provide educational and trust building marketing content they need in order to feel comfortable moving to the next stage of the hourglass. By mapping your content assets to the stages of the hourglass you can identify and fill any gaps that may be preventing your prospects or customers from moving forward.

4. Review Your Sales Conversations

Another great way to make sure your marketing content contains helpful information is to review the conversations you and/or your salespeople are having with prospects and customers. Look for patterns in the types of questions they are asking. Are there certain types of content (i.e. case studies) that seem to be most effective in a certain stage of the hourglass? Have your salespeople review their email outboxes – the questions they are answering and the information they are forwarding to prospects can be a content marketing goldmine.

5. Review Your List of Monthly Themes

In Duct Tape Marketing we talk about creating Foundational Content Themes for your business. A foundational theme is a substantial topic related to your business or industry and typically represents an important keyword search term. Focusing on one theme per month is a great way to stay on track with your long term content marketing goals.

6. Share Industry News

Sharing industry news and trends, along with your insight, is a great way to provide helpful marketing content. This post on curating content  contains some specific ideas that you can use in you content marketing.

7. Strategic Referral Partners

Professional service firms and B2B companies spend a lot of time building and nurturing strategic referral relationships. Those efforts can be combined with your content marketing efforts by co-branding content assets (i.e. an eBook), providing guest blog posts, conducting joint presentations, or co-producing a podcast.

I hope you find these tips useful. Do you have a favorite content creation tip not included above? Please share it in the comments below.

For more content creation tips, download The Crazy Busy Marketer’s Guide to  Content Creation in the Real World.

7 Ways to Leverage Your Point of View Whitepaper

archimedes lever moving the world

One of the core concepts of the Duct Tape Marketing System is that small business owners should create marketing materials that educate. In fact, step 3 of the 7 Steps to Small Business Marketing Success outlines the importance of publishing content that not only educates, but also builds trust.

The Point of View White Paper – a well-developed, core story about your business that’s documented in the form of a white paper or eBook, is the cornerstone of your educational content marketing efforts. This content dives deeply into what makes your firm different, what your secret sauce is, how your company approaches customer service, and why behind what your business.

As you can imagine, most companies put significant time and effort into creating their P.O.V. whitepaper. In order to get the most out of this investment, you will want to look for ways to leverage your whitepaper to help you create additional marketing materials. To help you get started, here are 7 ways to leverage the educational content in your whitepaper:

  1. Create Videos – use video to communicate the main points of your P.O.V. whitepaper. Most businesses can usually create at least 4 videos from the content of their whitepaper. Upload your videos to YouTube and share them on your social media properties.
  2. Write Blog Posts – Create one blog post for each video you create. Include a transcript in the body of your post to help with search engine optimization.
  3. Create Slide Decks – Create a PowerPoint presentation and share it on Slideshare and on your LinkedIn profile.
  4. Social Media – Use your social media accounts to promote your videos, blog posts, and Slideshare presentation.
  5. Share with Referral Partners – Share your P.O.V. whitepaper with your strategic referral network. Make sure they know about your videos and your Slideshare presentation as these are easy ways to help them explain how you help your customers.
  6. Share with Prospects – Incorporate the assets above into your lead nurturing activities (email messages, etc.) – particularly those leads who are in the early stages (Know, Like, and/or Trust) of the Marketing Hourglass.
  7. Customer Onboarding – Include your P.O.V. whitepaper, or relevant excerpts, in your New Customer Kit to help reinforce your customers purchase decision, set expectations, and get your relationship started off on the right foot.

Use this same approach for all of your major marketing content pieces to get the most out of your content marketing investment.

Mapping Your Sales & Marketing Processes

marketing hourglass

I spend a lot of time talking about the importance of having a marketing system before you try to automate it. This means taking the time to learn how your customers make their buying decisions and aligning our marketing efforts with the stages of their buying process.

In Duct Tape Marketing, we use the concept of the Marketing Hourglass to evaluate a marketing system, make sure we are aligned with the customer’s buying process, and make sure we have processes and tools to help potential customers move from one stage to the next. If you are not familiar with the Marketing Hourglass, here is a quick summary of the stages:

  1. Know
  2. Like
  3. Trust
  4. Try
  5. Buy
  6. Repeat
  7. Refer

Most buyers, particularly in the B2B world, go through these 7 stages – the part that varies is who is involved in each stage and the speed with which buyers move from one stage to another.

The Marketing Hourglass is a great tool to make sure we have marketing materials that address the needs of buyers at each stage of the hourglass. In addition to marketing materials, we also need some procedures in place to help guide buyers from one stage to the next. This is where marketing automation often comes into place – by helping to identify which stage a buyer is in and then deliver the appropriate information to them.

When mapping out the processes you want to automate, you may find it helpful to ask yourself (and you team) these questions:

  • When I do X, what do I want the buyer to do?
  • What happens next if they do (perform the action above)?
  • What happens next if they don’t?

Now, I realize we would love for our buyers to jump directly from Know to Buy, and occasionally it happens, but most of us need to do a little bit more work to land new business.

Beginning with the end in mind, marketers and salespeople in the B2B world typically want to get people to the Try stage. The Try stage often consists of free consultations, audits, reviews, assessments – offers that facilitate face-to-face meetings and help start sales conversations.

Using this example, we would first decide how we can get folks who fit our ideal customer profile to Know about us. Lets pretend you decide to conduct a targeted post card campaign. You can begin to map out your process by asking the questions above:

  • When I send the postcard, what to I want the prospect to do? If you follow our recommendations about direct response advertising, you will want them to call your office or visit your website in order to trade (additional) information about themselves for a special offer. You can then continue share information with them that will help move them to Like and subsequent stages.
  • If they take that action, you will need to follow up – typically by sending them the information they requested.
  • What happens if they don’t respond? Will you try again? How many times? Will you follow up the same way (postcard) or will you try something different (a phone call)?

Wash, rinse, and repeat until you have your process mapped out. Once you have your processes mapped out you will be in a better position to decide what collateral you need to develop, what tools you need to buy, what skills you need to learn or outsource, and which metrics to use to measure your success.

Duct Tape Marketing on creativeLIVE

john jantsch

Small business owners will have a unique opportunity to work on their marketing systems when creativeLive hosts John Jantsch of Duct Tape Marketing for a 3 day, live workshop. During the workshop, John will lead a small group of business owners through the process of creating a small business marketing system. That workshop will be streamed live over the internet and will also be available for purchase after the event.

creativeLive provides free live online workshops taught by world class experts. creativeLIVE was started by sports photographer Chase Jarvis partnered and Craig Swanson. They wanted to create an online space where professionals photographers could teach specific skills in multi-day seminars to aspiring photographers via live video. Since it began in 2010,  more than one million individuals from over 200 countries have participated in creativeLIVE’s free online seminars.

Instructors on creativeLIVE have included New York Times and Wall Street Journal bestselling authors, Pulitzer Prize winners, Emmy nominated directors, and many other award-winning professionals.

creativeLIVE offers course in 6 different categories:

  1. photography
  2. business
  3. software
  4. design
  5. video & film
  6. lifestyle

John will be conducting his 3 session workshop on June 26th, 27th, and 28th. Here is an outline of the topics he will cover in each session:

  • Session One
    • Strategy Business Model
    • Perfect Marketing Strategy
    • Inbound Marketing Model
    • The Marketing Hourglass
  • Session Two
    • Content and Lead Capture
    • Blogging and SEO
    • Email and Social Media
    • Mobile, Conversion, and Analytics
  • Session Three
    • Advertising and PR
    • Referral Generation
    • Selling System
    • Tracking and Planning

As I mentioned above, small business owners can watch the workshop live on those dates or they can purchase assess to the recorded courses after the event.

For more information about the workshop, visit the Duct Tape Marketing page on creativeLIVE.

I’ll be hanging out in the chat room, so be sure to swing by and say hey.

John Jantsch at TEDxKC–Rethinking Commitment

John Jantsch, the founder of Duct Tape Marketing, recently gave a talk at Kansas City TEDx event. In his talk, John shared some of the ideas from his new book The Commitment Engine: Making Work Worth It (schedule for release on 10/11/12)

During his talk, John talks about strategy, success, clarity, commitment, and happiness and how they are intertwined in a fully alive small business.

You can learn more about John’s new book and download a sample chapter by visiting

How To Find More Time for Marketing

small business time managementDo you know where your time goes?

As a small business owner, you wear many hats and you have a lot of demands on your time. We all understand the importance of making the most of our time. Most of us spend some part of the day planning our work.

Have you ever stopped to think about whether the way we’ve been taught to manage our time is helping or hurting us?

Over the weekend I was reading one of my favorite books, The Daily Drucker. In the first few entries for September (the book is in a lesson per day format), Peter shares his observations related to how effective executives manage their time.

According to Drucker, effective executives do not start with tasks, they start with their time. Drucker also states that rather than starting with planning, effective executives start by finding out where their times actually goes. Once they know where their time goes, they attempt to manage their time and to cut back on the unproductive demands on their time. The final step in their time management process is to consolidate their discretionary time in the largest possible continuing blocks.

In Duct Tape Marketing we are always talking about the importance of “strategy before tactics”. As I was reading Peter Drucker’s advice, I realized the small business owners that I have worked with who were the best at focusing on strategy were also very good at consolidating their discretionary time. Those whose time seemed to only be available in 15-30 minute increments tended to focus on tactics – it’s all they have time to do.

Step 7 in the 7 Steps to Small Business Marketing Success is “Live by a Marketing Calendar”. After strategy before tactics, making regular appointments to work on your marketing system is the most powerful step you can take to take your business to the next level.

How often do you have 60 – 90 minute blocks to think strategically about your business? How often to you take a day away from the office to work on your business?

Work on consolidating your discretionary time and take your business to the next level. Drop me a line and let me know how your doing.

Putting What You Learn at a Marketing Workshop Into Practice

Yesterday I had the opportunity to attend John Jantsch’s Strategy and Tactics Workshop. It was a great event (I’m not just saying that because I’m a member of the Duct Tape Marketing Consultant Network) and I found it very helpful to be able to take the day to slow down, take a breath, and work on my business. It was also helpful to share experiences with a great group of small business owners who also want to grow their business.

So today is the day after a workshop and I am faced with the same situation that we all face – how do I catch up on the work that piled up yesterday and make sure I start implementing my ideas from the workshop? Here are some of the ways I try to tackle this problem. I would love to hear what you do to put your learning into practice.

Set Appointments on Your Marketing Calendar

Step 7 in the 7 Steps to Small Business Marketing Success is “Live By a Calendar”. This is something I have believed in long before I became a Duct Tape consultant and that belief has only strengthened over time. My first step when returning from a workshop or conference is to review my notes and mark my “next actions” down on my calendar. I like to reserve slots on my calendar related to my various roles, so in this case I am adding items to the slots that have been designated for marketing.

I also mark my next actions, rather than the end result. This is something I learned from David Allen’s Getting Things Done and it helps me not only get started quickly, but helps me build momentum. For example, if I wanted to work on getting more referrals from strategic partners, I wouldn’t write “Build Referral Network” on my calendar. I would write something like “Identify 5 Referral Partner Candidates” or “Schedule calls with 5 people who have sent me referrals in the past”. Personally, I like to schedule my work in 90 minute time slots. I may not be able to “land 5 new customers via referrals” in 90 minutes, but I sure can knock out a bunch of “next steps” in that time. There’s nothing magic about 90 minutes – it just works for me. Find a time box that works for you and use it on your calendar.

Prune Your To-Do List

While you are thinking about the important things you want to accomplish and how you will get them done, take some time to review your to-do list and remove any “dead” items. Most of us have items that have been on our to-do list for an extended period of time. We haven’t addressed them in months and, in all reality, chances are we never will. This happens for a variety of reasons – priorities change, the item was more of a wish list item than a to-do, or a myriad of other reasons. If you have been carrying an item on your to-do list for an extended period of time, give yourself permission to just delete it or move it to a “someday” list. Getting rid of this mental weight will help you move forward with the items that will truly make a difference in your business.

Find an Accountability Partner

Having someone to follow up with after the event is also a great way to make sure put your learning into practice. If you don’t have an accountability partner already, ask someone you meet at the event. Almost everyone I have met at an event is open to the idea and it helps to have that shared vocabulary and experience you acquired at the event when discussing your challenges and progress.

What do you do to put what you learn at a workshop or conference into practice?

How to Create a Marketing System That Is Perfect for Your Business

Regular visitors here know that I am a member of the Duct Tape Marketing Consultants Network. Our goal is to help small business owners install simple, effective, and affordable marketing systems that consistently attract your ideal customers.

The Duct Tape Marketing System was created by fellow Kansas Citian John Jantsch. Later this month, John will be conducting 2 special one day workshops that will teach you how to create your marketing strategy and them implement the right marketing tactics to execute that strategy.

The workshop agenda will follow the same curriculum we use when working with business owners one-on-one and is outlined below:

The System Overview – The key to building successful marketing momentum in the systems mindset. In this opening segment we outline all the parts that going into thinking about marketing and the most important system in your business.

Strategy Before Tactics – A solid marketing strategy is the rock that consistent business growth is built on. In this segment we focus on the tools needed to create the marketing strategy that is perfect for your business. We will discover a narrowly defined ideal client, value proposition and core marketing message.

The Marketing Hourglass – A happy customer is the greatest source of profitable new business. In this segment we take a view of the total customer experience from the time they come to know your business to the point where they are a loyal referral source. Focus is on discovering the logical methods to move customers though the stages of know, like, trust, try, buy, repeat and refer.

The Content Plan – Content that builds trust, educates and converts is the foundation of an effective marketing system. In this segment we’ll work on creating your content grid and editorial thinking for things like blogging, eBooks, video, and newsletters.

Total Web Presence – The pace of change on the web requires a knowledgeable and practical resource to keep it all in perspective. Duct Tape Marketing is the go to resource for social media, email marketing, search engine optimization and paid search marketing. Let us help your staff cut through the hype and apply the tools that will have the greatest impact for your business right now.

Lead Generation Plan – With your strategy, hourglass and content plan laid out, your most effective forms of lead generation – advertising, public relations and referral creation will come into focus. In this segment we will map out the most effective ways to generate leads for your business as well as the most effective vehicles.

Lead Conversion System – It’s not enough to get leads, phone calls and web traffic. The real objective is to convert those leads into profitable clients. In this segment we’ll cover the five stages of lead conversion designed to dramatically increase the number of leads that turn to clients and client that turn to referral sources.

Putting It All Together – We will cover a great deal in this fast paced workshop so we need to bring it all together in an action plan that includes a marketing calendar, measurement plan and budget. These tools always evolve and transform when put to the real world test, but learning how to plan long term and tie success to things that get measured is a key marketing mindset.

One unique thing about this workshop is that John is allowing you to decide how much to pay after you have attended the event, based on the value you receive. As you know I’m a big fan of this approach, so I am glad John has decided to try it out.

You can find more information about this event, including registration information here.

5 Ways to Use Online Tools to Drive Offline Sales

Last week, as part of National Small Business Week, John Jantsch of Duct Tape Marketing presented 5 Ways to Use Online Tools to Drive Offline Sales. If you were unable to attend the event, you can find a recap of the material covered along with a copy of John’s presentation slides.

These are the 5 Ways to Use Online Tools to Drive More Sales John covered:

  1. Use Online Calls to Action: Leverage calls to action on your individual website to get more of your customers to act offline.
  2. Embrace O2O Advertising: Online advertising can easily be used to drive people to your offline business.
  3. Employ Networked Networking: The addition of online tools and networks have made traditional networking more effective.
  4. Form Local Social Groups: Create and facilitate local interest groups using online tools to dive awareness and sales.
  5. Get Online and On the Go: Take advantage of mobile use to drive on the go folks to your business.

Here is the LiveStream recording of the event:

and here are John’s slides