Marketing is getting people who have a specific need or problem to know, like, and trust you.

This is the definition John Jantsch uses for small business marketing. John is the author of  “Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide“. This is the type of book where you read it once and ideas flow, then you read it again filling in your own marketing strategy. It really gets you excited about communicating your business.

Everyone is in the marketing business.

John refers to this statement over and over again. Regardless of your product or service, your in the marketing business. Small business owners get overwhelmed in even a simple thought of implementing any kind of marketing on top of running their day-to-day business operations. If you, as a business owner, use just one core ingredient to start out with your  plan, your business will reap benefits. But, the outcome lies in being consistent and true to that one ingredient. When your ready, grab some more duct tape and put its sticky system to use.

Before you can implement anything there are two elements that must be answered:

1.) Identify your ideal client.

What does your most loyal customer look like?

2.) You don’t sell goods and services, you sell solutions to problems.

What are you really selling? (click here for further thoughts)

After some soul-searching and really understanding who your client is and what they’re really purchasing, this lays down a solid foundation to build a successful campaign.

John really emphasizes on creating a group of extremely loyal customers (influencers), and then utilizing his referral system. This group of influencers can take your profits from a flat line to a steady upward slope.

Not only did I read this book with  a mindset of marketing a small business, I also read it in terms of marketing my own personal brand. I think there are a lot of relevant elements in doing so… I want to dig a little deeper into this thought and will post something soon.

This book definitely needs to be in the hands of anyone doing any kind of business. It’s a thought-provoking read in the way you view your own business image and how you can get your customers to see it the same way, if not better. The short review tips at the end of each chapter are excellent refreshers and the examples are idea generators.

Is this a two thumbs up read? If you’ve read it, let me know what you thought?