Core Principles
The Duct Tape Marketing Core Principles
Strategy before tactics
- Determine a marketing strategy and then build your marketing activities around delivering on the strategy.
Narrow market focus
- Stop trying to be all things to a very large market. Concentrate your marketing efforts on a small, niche market and become the dominate player.
Differentiate or compete on price
- Find and communicate a hook that allows your prospects to easily see how your firm is different from everyone else in the industry and price comparisons go out the door.
Marketing materials should educate
- No one likes to be sold to. Create brochures, websites and other forms of communications that allow your prospects to really experience your expertise.
Advertising is a 2-step process
- Let your prospects get to know you through advertising that invites them in for a gift, free analysis, and useful information. Get permission and then market.
Embrace technology and the Internet
- The Internet provides your small business with a powerful way to automatically find, connect and server your clients and prospects.
Live by a marketing calendar
- The best way to move your marketing forward as you run your business is to create a calendar and schedule marketing activities every single day.
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Date: November 6, 2009