Archive for marketing coach

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

How to Balance Marketing Consultants and Internal Staff

elephant balancing on ball

What’s the best way to balance the use of internal staff and outside consultants to handle a company’s marketing function?

That was the topic of an interesting discussion I had with a small business owner this weekend. The issues we discussed are fairly common in the small business community, so I thought I would share them here. If you have experienced these issues yourself, I would love to hear how you addressed the situation – please leave your comments below.

The discussion had to do with how to hire for marketing when marketing is not a full time position and how to best use outside marketing expertise. Like most small businesses, they are used do doing things themselves; however, they also realize that sometimes it makes sense to get some outside help. Our discussion revolved around how to best balance outside and inside resources.

Just as small business owners wear many hats, so do their employees. Not every role in the company can be filled by one or more FTEs. It is a common scenario for someone to be assigned marketing tasks in addition to the other roles they fill. Sometimes an administrative person may assigned marketing duties. In a professional firm, it may be one of the partners who is assigned the marketing duties (and quickly delegates to his admin staff <g>).

This scenario can lead to a lot of frustration when a conscientious, hard worker, because they don’t have the knowledge (they are not a marketer) or direction (their boss is not a marketer) ends up in a role where they don’t know what “doing a good job” looks like. This frustration from their marketing role can also effect attitudes and performance in the other roles.

So what is the right approach for a small business? Should they hire for marketing experience but only if that person is willing to also perform other roles? Should they hire an admin who is willing to also learn to perform marketing tasks? Should they outsource? If so, what should they outsource and what should they keep in house?

Of course, every business has different needs and resources, but here is a scenario that many small business owners have used to their advantage:

  1. Work with an outside consultant to create a strategic marketing plan. This should be done using a collaborative approach. A marketing professional knows about marketing, but you know your business and your market. Be wary of consultants who want to interview you, go off and do some work, and then come back with a completed plan for you to follow. Doing something is better than doing nothing, but I’ve never seen this method deliver meaningful results.
  2. Use the strategic plan to create an action plan for the marketer(s). Your marketing tactics should support your strategy.  Your strategy should also help you filter your tactical choices. Without a strategy, every tactic sounds like it could be a good idea. Make sure your tactics help you reach the right people, with the right message, at the right time.
  3. Make sure the marketer has the tools to collect and report key metrics back to management. One of the benefits of being a small business marketer in today’s digital world is how easy it is to track the results of our marketing efforts. Incorporate reporting key metrics into your regular (I prefer quarterly) marketing planning and review sessions and you will start asking better questions (and finding better answers) about how you can improve your marketing efforts.
  4. Give the marketer access to the consultant to answer questions, provide recommendations on tools and resources, and learn about best practices. While this may be done on an ad-hoc basis, many businesses find it helpful to establish a coaching or mentoring relationship that includes an accountability component as part of the relationship.

In this example, “marketer” refers to internal staff assigned to marketing, but can equally apply to vendors to whom you outsource marketing activities.

In my experience, this scenario above works well because:

  1. Management is involved with the development of the marketing plan and strategy. They are then in a better position to delegate (vs abdicating) responsibility for marketing.
  2. The marketer now has a clear idea of what the goals are, what they should be doing to help reach those goals, and the support they need to achieve those goals. In other words, they now know how to do a good job.
  3. When the system provides feedback (and a regular planning process), management and the marketer tend to have a more collaborative relationship than when reviews are only conducted during performance review or contract renewal time. They are able to make better, data based decisions about what is working, what isn’t, and what to do about it.

Do you outsourced part or all of your marketing function? What has worked well for you? What lessons can you share with our readers?

Are You Collaborating or Negotiating?

Do the conversations you have with your marketing guy (or gal) sound more like a negotiation or a collaboration? Lately, I seem to be hearing more marketing conversations that sound more like a negotiation than a collaboration. I know I’m biased, but I believe this is caused by a lack of a marketing strategy. I also believe it is related do doing work on a billable hour basis, but that’s a post for another day.

When I think of a collaborative conversation, I think of synergy. We are both working towards the same goal. The solution we come up with is better than anything we would have come up with individually.

In a negotiation, the goal is to come up with a satisfactory outcome for each of the various interests. The focus is more about what are we willing to give and take away until we come to a solution that we can both live with.

A strategy gives us a common goal to collaborate around. If gives us hypotheses we can test. It helps us helps us come up with creative solutions rather than creating something that is good enough to check an item off of our to-do list.

Listen to your next marketing conversation with the ear of an impartial third party and decide if it sounds more like a negotiation or a collaboration.

What Would You Expect From A Marketing Coach?

Regular readers here know that I work as a Duct Tape Marketing Coach. Since both "marketing" and "coaching" often mean different things to different people, I was hoping to get some feedback on this question that I have been trying to make a habit of asking small business owners that I meet:

Let's pretend you were going to hire a marketing coach – what would your expectations be?

I'd love to know what you think. Please leave a comment and tell me about what you would hope a marketing coach would do for your business.