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Why Duct Tape Marketing?

December 28, 2012

In the last couple of months I have been fortunate enough to speak to groups in New Zealand, Australia, and here in the US in Dallas, Nashville and Charlotte.  And the question that always gets asked to me by at least one person is why do you use Duct Tape Marketing and what is the relationship structure  - are you a franchise or what?

So I thought I’d blog my answer to this… When I started Leading Results in the Boston area in 2009, I knew I was going to be focusing on small and medium sized businesses with the goal of helping them bring order to the chaos that was most companies marketing and business development approach. And I had a pretty good idea of how to do that and what process to use. Then, I was introduced to Duct Tape Marketing by a friend in Sydney, Australia.  What I saw in the methodology and approach was a philosophy that very closely mimicked my world view:

  • Get your strategy ( messaging and differentiation) in-place, first
  • Build for the long term
  • Plan and build in consistency
  • Market from a point of value

So from that standpoint, Duct Tape Marketing was a great fit, and because John Jantsch had built so many tools already, joining the coaching network would provide me with a quick start to get the practice going and accelerate the business I was building in Boston. And the additional value that I saw, and continue to see in Duct Tape Marketing today, is the network of other coaches.

Most small businesses don't have a peer group.  They don't have a sounding board for new ideas.  However, as a member of a network with over 50 members, we at Leading Results have that sounding board, and it adds a great amount of value to our business and to that of our clients.

When we are working with a client in an industry that we don't know deeply, we can ask someone in our network with prior experience what has, and as importantly, what hasn't worked for them. Our clients benefit from the combined knowledge of fifty, as opposed to 5. As well, within the network we have coaches and consultants with different areas of technical expertise. So when a long time client needed work done on a particular program, I had a resource to go to that I knew understood the marketing approach that we built there program based around.  The client got great quality work from a trusted source, with a minimum amount of introductory bs, wasted, meeting time.

And as we have grown, adding team members in Philadelphia, then another in Boston, then Southern California and now Charlotte, we have had a consistent training methodology and approach to ground everyone in. Leading Results team members, powered at the core by Duct Tape Marketing, all speak the same language and take the same approach to satisfied and successful clients.

Over the three years I was in Boston, I drifted away from really emphasizing the Duct Tape Marketing tie to our business.  The clients that I worked with consistently were told about it and my BNI networking group heard about constantly.  And then this past summer, I relocated to Charlotte, NC.  And I find myself talking about it again, a lot.

While businesses in Boston assume technology is involved in what they do  (it seems to be in the water there) and want to spend lots of time using technololgy for their business develoment tactics, those in Charlotte are much more grounded in relationships and people first, with technology adoption, while still important, being second. And in this, Duct Tape Marketing really shines.  Because to be really successful in your marketing efforts, you have to get close to your market, your clients, the problems that you solve.

Up north, I found that we spent a lot of time talking with clients about how to humanize the technological approach.  We had to get our clients to really reach out and talk to their clients face-to-face and voice-to-voice - not through email and surveys. (and to their credit, when they undertood why, all were, and are, eager to do so).  In Charlotte, I expect to be spending more time talking about how to use the technology to really accelerate the success for our clients based on what they already know. And the root Duct Tape tools, along with what we have added to the process in the Duct Tape Marketing system give us a great way to work both approaches.

And to answer the second question - what is the relationship between Leading Results and the Duct Tape Marketing Coaching Network?  That's an easy one. We license the materials and for our use and use by our clients. No franchise restrictions or fees.

So if you'd like to learn more about Duct Tape Marketing or how Leading Results can help you put a marketing system in place with our coaching or consulting, give us ring or drop us an email.

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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