Summary of John Jantsch's Duct Tape Marketing

By IRB Media

Please note: This is a companion version & not the original book. Book Preview:

#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.

• Language: English
• Publisher: IRB Media
• Release date: Apr 27, 2022
• ISBN: 9781669395713

IRB Media

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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