John Jantsch of Duct Tape Marketing fame was recently interviewed by a BusinessWeek editor. A few of the tidbits:
It appears to me that advertising itself is at an all time low for effectiveness, and businesses that really succeed are focusing on the idea of building trust and educating as opposed to selling.
When asked for the short list of what small businesses should absolutely be doing to market themselves, Mr. Jantsch responded with the following three:
- One: Absolutely differentiate yourself from everyone. You have to find a way [to make] people say you're something different, whether that's to focus on a narrowly targeted market or [through] packaging. Otherwise you're just competing on price. And the line I use all of the time is that price is a really bad place to compete because there's always someone willing to go out of business faster than you.
- Two: It's more important than ever, and easier and cheaper, to embrace technology, and specifically the Internet, as a tool to educate, market, and generate leads. It offers a tremendous way to automate the whole process and is a great tool for customer service and project management -- things that add value with clients. If a small business isn't taking advantage of these tools, they're giving up a great way to level the playing field with much larger companies.
- Three: I always ask people how they got to where they are now. Amazingly, it's mostly through word of mouth referrals. The follow up question is: What do you do to systematically take advantage of that? One of the most powerful tactical aspects of marketing is referrals, and when it's done right, there could be zero cost.
Differentiate, use the Internet, and systematically generate word of mouth referrals. What a great list! I couldn't agree more. And you know the easiest way to do it? (shameless plug coming) PromoterZ is the easiest, quickest and most inexpensive way to do all three of those things. If you haven't already checked it out do it now at www.promoterz.com. (end of shameless plug)