Duct Tape Marketing

Don't Miss the Hollywood Opening Tonight

Tue, 26 Jun 2007 12:12:01 PDT

I am moderating a panel of film industry icons next week during the LA Film Festival. You can join in during a live online session - I want lots of Duct Tape readers asking questions! The event signals the kick-off of an aggressive effort by OPEN to build an online small business community that features a collection of ideas, expertise, and resources you need to grow your business.

Event Date: Tuesday, June 26, 2007 - Time: 7:30 pm PST
Panelists: Sydney Pollack, Lawrence Bender, and Nancy Meyers

Get your questions ready � you�ll have the rare opportunity to submit questions for the panelists and simultaneously connect with other small business owners through a live chat.

This event can only be viewed online � sign up for free today.

What Could You Learn From the Best Retailers?

Mon, 25 Jun 2007 07:10:36 PDT

Retail can be a tough business. Competition is fierce, location is everything, and the buyer is fickle and expensive to reach.

That's why successful small retailers perfect the art of loyalty, referrals, word or mouth, promotion, and community building.

You know, as I read that list I wonder why service businesses don't take a page from this book. Is there anything on the list above that would hurt your marketing efforts. Of course not.

All it takes is looking at your marketing from some new perspectives.

What if you offered gift certificates for your services?
What if you mailed those gift certificates to your loyal clients and encouraged them hand them out?
What if you offered bridal or baby registry? (C'mon, get your neighbor's kid a tax return for their wedding - way better than a toaster)
What if you held over the top events for your clients? (I know a remodeling firm that buys out a Christmas tree farm for that year's clients)
What if you had a holiday, client only, sale or new service introduction?
What if you held education forums aimed at very specific niches of your clientele? (single women, parents with kids going to college, sports minded families, people learning to be more green.)

Another benefit of some of this kind of out of the box thinking is that it presents great opportunities for some PR. Are there any other service businesses in your town offering bridal registry? Be the first - the media loves a first.

A little creative thinking and this list could really get interesting. Pay attention to folks like Apple, Urban Outfitters, Target, Ikea and those local main street superstars that seem to thrive in the shadow of Wal-Mart in every town across America.

What other ways could service businesses use these tactics?

AT&T OnwardSmallBiz

Mon, 25 Jun 2007 06:43:29 PDT

I am helping AT&T build their small business advice portal called OnwardSmallBiz. The growing resources being made by the Fortune 500 aimed at the Fortune 1,000,000 set is a very encouraging recent trend.

I am acting as AT&T's small business marketing expert so stop by and ask me a marketing question here.

My Daughters Are So Pissed

Fri, 22 Jun 2007 09:53:34 PDT

Here's how it all started. Hey girls, "I just signed up for a Facebook account."

"Dad, that is so lame, what are you a stalker?"

"No girls, Facebook just opened up their API to third party developers and now businesses and application developers have unprecedented access to their 20 million users."

"Whatever"

The move by Facebook, dubbed f8, should put small business marketers on alert. Now is the time to start learning how to navigate and use the Facebook platform and the coming storm of applications that are on the way.

I am building a network of cutting edge small business marketers on Facebook and invite you to join me to network, communicate, learn.

If you don't have a Facebook account, go get one and start poking around. (Send me a friend request with DTM in the request) If you already have an account, send me a friend request with DTM in the note and join the Duct Tape Marketers Group.

This is an evolving space so look at your time here as learning and discovery.

Some good backstory links for you:
HP's Eric Kintz on the marketing potential of facebook
Alec Saunders - Using Facebook polls
Facereviews - Reviews new Facebook applications
Techcrunch covers new platform launch

Update: My UK readers tell me that the title of this post suggests that pissed used by itself suggests a state of drunkenness and that I really mean pissed off. I wish they would learn to speak proper English.

WordPress Small Business Blog Theme

Wed, 20 Jun 2007 11:03:57 PDT

The folks at WordPress have convinced me to make the switch to the WordPress blogging platform and everything should be ready to migrate very shortly. (Just a few bugs to work through.)

In collaboration with Cory Miller, a talented WordPress theme design, and in anticipation of my move to WordPress as my blogging platform, I'm releasing a new free WordPress theme specifically tailored for small businesses looking at starting a blog.

We're calling it the Duct Tape Business Blog theme.

Here are some of the key features:
* Three column layout
* Newspaper and magazine Web 2.0 feel
* Widget ready
* Sample ads ready for your products and services

Take the theme for a test run here.
Download the theme here.
Support and details here

How The Biz Does Business Webcast

Wed, 20 Jun 2007 03:42:04 PDT

Go behind the scenes and find out how this panel of successful producers has used networking to build connections, market their businesses and more to become some of the most successful business owners in the entertainment industry. No matter what type of small business you run, you�re sure to get insights, ideas, and insider advice you can use.

Event Date: Tuesday, June 26, 2007
Time: 7:30 pm PST
Host: Peter Bart, Vice-President, Editor-In-Chief, Variety
Online Moderators: Susan Sobbott, President of OPEN from American Express� and John Jantsch, Ducttapemarketing.com
Panelists: Sydney Pollack, Lawrence Bender, and Nancy Meyers

Get your questions ready � you�ll have the rare opportunity to submit questions for the panelists and simultaneously connect with other small business owners through a live chat.

This event can only be viewed online � sign up for free today.

Google Analytics Evangelist Talks V2

Tue, 19 Jun 2007 13:20:06 PDT

I wanted to dig in a bit and help listeners understand more about the power of Google Analytics so I interviewed Avinash Kaushik, currentedly listed as Google's Anaylytics Evangelist and author or Occam's Razor blog. on the Duct Tape Marketing podcast.

Kaushik is the also the author of the book Web Analytics: An Hour A Day, published by Wiley.

This free service just keeps getting better and our discussion highlighted a couple features that I was not that familiar with and I consider myself a bit addicted.

1) Site Overlay - Pick a page and the tool will show you link by link click rates on a copy of your actual page. This type of visual really drives home user patterns.

2) Goals - Setting up paths that you want users to take and then tracking how they get to and take a desired action or goal.

If you're just getting started or want to know more about how to V2 read this article: Google Analytics Is Re-Launched: Do These Five Things First In V2

Scott, you make your own luck, Ginsberg

Tue, 19 Jun 2007 05:40:54 PDT

Scott Ginsberg, the nametag guy, hit a marketing home run with this little piece that ran on 20/20 last week. Way to go Scott! Scott is experiencing tremendous success, but listen to the part where he talks about hard work and persistence. Scott appeared on my podcast a few months ago - are the two connected? - everything is connected!

Small Business, Big Dreams

Tue, 19 Jun 2007 04:57:45 PDT

Super hot retailer IKEA just launched a web site for business folks - IKEA Business - a better life at work.

To generate interest in the property and have a little fun they are holding a Main Street makeover contest that asks small businesses to send in a video nominating their business for a make over. The nice twist in this case is that the entries are to include reasons why your business AND your community deserve to win - if you win, a team of designers will descend upon your town with great ideas and furnishings for up to 10 businesses in your community.

What, you don't have a video camera? Never fear, Duct Tape Marketing to the rescue. I've added a contest inside a contest. One lucky Duct Tape Marketing reader will win a way cool Flip Video camera to use to shoot their entry for the Main Street makeover contest. (Full disclosure: IKEA's PR firm gave me the camera to give away.)

Here's what you do to enter to win the camera. Send me a photo of your best use of duct tape in a "business" setting. (Using duct tape to remove hair on any part of your body is not a business use.) How are you using a little duct tape to keep things together?

Photos must be submitted by June 30. Send to john@ducttapemarketing.com Winning photo will be chosen by me using no particular method and displayed with full credit here. Two runners up will receive a copy of my book, Duct Tape Marketing.

So, get snapping already!

I Think The New York Times Gets It

Sun, 17 Jun 2007 04:09:43 PDT

It's sad to see how hopelessly lost many print newspapers are as they grapple with how to hang on to the changing way in which news is created, reported, and, certainly, consumed.

The New York Times seems to get it better than most. This month they introduced something I've been after for a while. It's called Times Reader.

Essentially, this new format allows subscribers to view and read the Times online with a hint of the feel of the printed paper. The fonts and look actually resemble the layout the paper instead of most online versions of newspapers that look like they were created with the hope that no one would actually want to read them online.

The layout of the reader allows you jump from section to section, read a 7 day archive, save, print and email articles. One of my favorite functions keeps track of what you've read. You can also Sync Times Reader and have the entire paper on your laptop for the train.

Great Meetings at eBay Live

Sat, 16 Jun 2007 14:05:28 PDT

One of the things I love about going to conferences is the chance to sit down with service providers and learn about new stuff. I presented a marketing workshop at eBay Live today then had some great meetings with a number of providers exhibiting at this very large trade show of eBay sellers. (Those eBay folks are a fun bunch!)

Some random discoveries:

Pitney Bowes Marketing Services has launched an online small business printing and mailing center that makes it easy to upload mailing lists and print and mail postcards, letters, and self-mailers of your own design or one of their designs. Others have this service but PB says it has plans to integrate this offering with local TV, Radio and online advertising services. Could be a good one to watch.

Paypal and Yahoo! Search Marketing are offering Free PayPal processing through the end of February 2008 and $100 Credit towards Yahoo! Sponsored Search when you use PayPal Checkout in your search marketing ads. Go to searchmarketing.yahoo.com/paypal and find out more.

And speaking of PayPal, I'm increasingly impressed with their shopping cart and ecommerce offerings. PayPal recently took over the VeriSign gateway product and now offers something called PayFlow Gateway for those who want to use PayPal as a secure gateway and real time processor. To me this makes PayPal a very viable option for the entire ecommerce play.

Constant Contact, a leading email marketing provider, introduced a new survey feature tool called ListenUp! Survey that integrates into their HTML email product. Users can easily create, send, and track the results of surveys. What do you think you could do with this kind of data!

Lastly, PayPal and Verisign introduced cool security application aimed initially at helping protect eBay and PayPal accounts. The feature is a PayPal security key. It's a little device that you carry around with you that displays a changing 6 digit number. When you log into your account you use your user ID and password and the current 6 digit code. The code automatically changes every 30 seconds. Big Cos have used this as a network security type tools for years but Verisign wants to take this to all your passwords so that one device can house your changing code for all your passwords.

Note To Self

Fri, 15 Jun 2007 07:42:58 PDT

There was a great movie years ago called Night Shift (1982). In it, Michael Keaton's character carried around a mini tape recorder to capture his brilliant business ideas. One of my favorites was "Feed Mayonnaise to Tuna Fish" - something about making better tuna sandwiches - but I digress!

I've been playing around with a new service called jott. Jott allows you to use your cell phone much like the tape recorder above, but it does some other very useful things.

Once you create an account, you can call a number and rattle off all manner of things and automatically they show up in your email inbox transcribed. So, you're sitting in the back of a cab and you get a great idea, boom, send it via your phone. I can't tell you how many times I've had an idea for a blog post when I'm out and about and this would be a great way to capture it in the moment. In fact, you could actually write posts on the fly with this service and then just cut and paste later.

Jott also allows you to create groups. If you have an entire list of people you often need to communicate with you can set the group up and then make one call to your account and everyone on the list gets a text message of whatever you speak into your phone. I can see using this with clients to send a recap of a meeting.

Do Woman Define Success in Business Differently Than Men?

Thu, 14 Jun 2007 08:15:45 PDT

Victoria Colligan, co-founder of Ladies Who Launch, stopped by the Duct Tape Marketing podcast to discuss, what else, women entrepreneurs.

Ladies Who Launch provides content and community to help women start and expand their businesses and creative ventures. Through their events, e-mail newsletter, website and in-person Incubator programs Ladies Who Launch provides a venue for motivated women to exchange products and services, ideas, and strategic relationships.

We discussed Ladies Who Launch events going now in over 45 communities, Victoria's book - Ladies Who Launch: Embracing Entrepreneurship & Creativity as a Lifestyle, and I gave my two cents on the differences between men and women in general and as entrepreneurs. (I've got four daughters so I just assume I'm qualified)

Women are starting businesses a rate of twice that of men
Women are attracted to business ownership for the lifestyle
Women are more naturally suited to run a business than men
Women are more creative than men when it comes to defining success

Ok, Victoria only said 3 of the 4! What's you take on this list?

Most of the Time Talent's Not Enough

Wed, 13 Jun 2007 14:31:34 PDT

You're a talented writer, designer, speaker, consultant, coach, salesperson, but doors aren't flying open for you. Why not? Talent, I'm afraid, is assumed - a lot of people have talent. It's the price to get into the game. Talent, married with creativity, however, is how you get out of the cheap seats. (In fact, creativity will allow you to get places with lesser talent than others - oops, potential self indictment)

If you want to make your talent pay off than you've got to come up with creative ways to show people how your talent can get them more of what they want (Hint: It's not about your talent)

If you want to write for a publication, don't send them your articles, show them how you could help them sell subscriptions, introduce them to potential advertisers and generally bring them more readers - oh, and yes, write a whale of a feature too!

If you want to speak, don't send your brilliant DVD, go to an organization and show them how you can put on a workshop that will benefit their clients AND you've got another organization that wants to partner with them so it would also be a good way to meet some prospects too.

If you want partner with a large organization, don't send them your brochure, do your homework and find a way to help them partner with a non-profit agency in a way that helps everyone.

If you want another business to refer you, don't just ask, put the tools in their hands that will allow them take advantage of your talent while getting more of what they want.

Use your talent to create, teach, develop and distribute information and tools and then give it all away in creative partnership proposals. That's how you use your talent to get to the front row.

TypePad Adds Web Page Creation to the Mix

Wed, 13 Jun 2007 06:42:54 PDT

TypePad, one of my favorite blog creation tools just added a killer (yet, why did it take so long) feature called Pages.

The Pages feature allows you to create your entire web site using the TypePad system. You create your blog, polish your template, add the widgets and features you want, and start posting content. Then you come back and hit the Pages button in your admin panel and start adding pages for your products, services, people, processes, and whatever your site needs using the same editing and uploading tools built into TypePad. Your pages will all carry the template look and features you've already designed.

Truth is, you've always been able to do this if you could code, but now it's dead simple and anyone who can type can create and edit your web pages.

So, is it a blog or is it a web site - further evidence that it's about the content, it's about the connection, it's about the community - who cares what you call it.

Social Content for Business Geeks

Tue, 12 Jun 2007 09:59:33 PDT

I ran across a new social play called Daily Hub. It seems a bit like a digg with tagging and voting but with a more narrow focus - stuff small business folks might want to read.

The site looks promising and I'm going to keep watching, reading and posting to it.

A quick read of their manifesto and social software comparison chart is worth the visit.

Duct Tape Marketing Coach Overview Session

Tue, 12 Jun 2007 06:59:39 PDT

I am conducting an informational overview of the Duct Tape Marketing Coaching program. If you have any interest in becoming a marketing coach or aligning your practice with the Duct Tape Marketing brand then phone in and hear about it this Thursday, June 14th at 2pm Central.

Enroll for the call here - Find out more about the program here - Marketing Coach

What's Your Referral Number?

Sun, 10 Jun 2007 17:01:53 PDT

I can tell you that the relative health and success of most businesses can be gauged by this simple factor - how many clients refer friends, neighbors and colleagues.

This may be hard for some to hear, but if you are not receiving lots of referrals, there may be something that needs fixing.

If you have any issues around asking for and expecting referrals, something may need fixing.

So here's the deal, what's your referral number? What percentage of your clients refer business? If you can quantify that number you've got a great starting place to build from. That one metric may just be the simple answer to all your marketing woes.

Create a baseline for that number and then ask yourself continuously what you can do to improve it.

Sometimes you need to fix your products or processes, other times you need to fix your message. Many times this number is too low because you have too many clients that aren't right for your business and that you don't serve well because they aren't profitable. Unprofitable clients are hard to thrill.

Start asking clients that do refer, why. Start asking clients that don't refer, why. Start asking everyone you do business with what you could do better and then fix it.

Your goal - a referral number of 100%. A girl's gotta have a dream!

Two Kansas City Area Workshop Opportunities

Fri, 08 Jun 2007 05:11:18 PDT

Applied Measurement Professionals, Inc. (AMP) recently launched the AMP Business Institute (ABI) as a practical solution for the development, planning and management training needs of businesses, associations, and certification boards.

To kick-off the Business Institute they have asked me to conduct several one day workshops at their new headquarters located in the Kansas City area.

On June 29th I will be conducting the 7 Steps to Small Business Marketing Success. Participants will get a very deep dive into building a small business marketing system with practical hands on exercises.

On July 27th I will conducting Harness the Internet. The information rich session will show small business marketers how to use the Internet and a web presence to amplify their marketing message. Blogs, RSS, podcasts, and search engines will be covered.

Future of Online Advertising

Fri, 08 Jun 2007 04:15:45 PDT

Duct Tape Marketing Blog Channel member Mike Santoro is blogging away at the Future of Online Advertising Conference in New York.

If you didn't get a chance to go check out Mike's coverage.