Summary of John Jantsch's Duct Tape Marketing

Everest Media

Description

Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 In Part I, we will focus on all of the things you must do to get your marketing business off on the right track. Completing these foundational steps is similar to building a strong foundation for a building.
#2 The first step in targeting your ideal clients is to identify, describe, and focus on a narrow target of clients or segments that are perfectly suited for your business. This may include the discovery of several ideal clients.
#3 You must define and focus on your ideal client, which is a prospect. All clients were once prospects, so you are really just getting them to define and focus on their ideal prospect. You will eventually come to the point where you can predict with a fair amount of accuracy that if you generate a certain number of ideal clients, you will in turn convert a predictable number of those clients to customers.
#4 The first step in finding your ideal client is to take a look at your current clients. You may find that some segment of your existing business makes up a very focused market. Create a spreadsheet of your existing clients and add as much information as possible about each.

Sujets

• Marketing
• Marketing et communication
• General officer
• Economics
• Business
• General

Informations

• Publié par: Everest Media LLC
• Date de parution: 30 avril 2022
• Nombre de lectures: 0
• EAN13: 9781669395713
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Insights on John Jantsch's Duct Tape Marketing
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3
Insights from Chapter 1

#1

In Part I, we will focus on all of the things you must do to get your marketing business off on the right track. Completing these foundational steps is similar to building a strong foundation for a building.

#2

The first step in targeting your ideal clients is to identify, describe, and focus on a narrow target of clients or segments that are perfectly suited for your business. This may include the discovery of several ideal clients.

#3

You must define and focus on your ideal client, which is a prospect. All clients were once prospects, so you are really just getting them to define and focus on their ideal prospect. You will eventually come to the point where you can predict with a fair amount of accuracy that if you generate a certain number of ideal clients, you will in turn convert a predictable number of those clients to customers.

#4

The first step in finding your ideal client is to take a look at your current clients. You may find that some segment of your existing business makes up a very focused market. Create a spreadsheet of your existing clients and add as much information as possible about each.

#5

To start drawing the clearest picture of your ideal prospect, first identify common physical characteristics. For consumers, these include age, employment status, gender, occupation, and income. For commercial or business clients, these include industry, number of employees, and type of business.

#6

The characteristics that fall to the emotional side are what market research firms call psychographics. The study of psychographic characteristics gets at the emotional makeup of prospects, which may give clues to how they make decisions and whom they will ultimately like and trust.

#7

To be able to identify what you are really selling, you must first identify and acknowledge what your customers are actually buying. You don’t sell goods and services, you sell solutions to problems.

#8

Some businesses, such as retail businesses, depend on a defined trading area for clients. You may discover that certain geographic areas are more desirable in terms of target market concentration.

#9

When defining and ultimately narrowing your target market, be sure that you can actually reach them to help them know you and learn to like and trust you and your company.

#10

You can't make a market out of people who should need what you offer, even if they desperately do need what you offer. When deciding whether to focus on a specific market niche, consider whether the market values your expertise and knowledge enough to pay a premium for it.

#11

Focus on a narrow target market and you will find much less competition. When you focus on a narrow target market, you will often encounter less competition and hold a competitive edge over generalists who claim to also serve this market.

#12

The world thinks and buys in a certain way, and that way is revealed in marketing research. If your target market is men and women ages 25 to 54, then People magazine is a gold mine of research for you.

#13

When you go searching for a target market that is hungry for a solution, consider these three questions to verify whether you have found a hot market: do they want what you have. If not, you are sunk. People rarely act to their own benefit unless they want to.

#14

The ideal client profile is made up of what the client values, fears, wants, needs, and dreams about. It can be difficult to ask clients these questions, but it is worth it to understand how they approach life.

#15

Creating ideal client profiles helps you identify prospects who are ideal clients. The ideal client is a service business owner with 15 to 100 employees and no internal marketing department located in the Chicago metropolitan area. They have been in business for over five years.

#16

The Client Profile Tracker is a sheet or form that you create to keep track of as much information about your clients as possible. The Client Tracker Profile will go beyond the basic contact information of your clients and ask you to discover and record personal information about them.

#17

Your ideal prospect list should be the primary focus of your marketing and lead generation efforts. Find the list, and start using it as the basis for your lead generation activity.

#18

A database marketing program can help you automate many of your marketing processes, and delegate them to others in the organization. Consider purchasing and employing one.

#19

You must find and commit to something that allows your company to stand out from the competition. This difference must be powerful and intentional, even if you have to alter some aspect of your business to achieve it.

#20

You can't rely on price to differentiate your business. The only thing that matters is how you do business, how you package your product, and how you sell your service.

#21

There are many ways to approach claiming a unique point of difference. You can offer a unique position you already possess, or you can make a considerable shift in your business, products, services, or business model to create an element of your business that allows you to stand out in a specific market.

#22

You can also differentiate your service by packaging it as a product, carving out an industry or two, or becoming the most dominant player in that industry. You can raise your prices dramatically when you specialize in this manner.

#23

There are many ways to communicate your core message. You can unique habit, customer service, against the competition, a way of doing business, or a memorable personality.

#24

Ask your clients several telling questions to get their input on your firm's positioning. You may hear the exact positioning that your firm already owns.