Duct Tape Marketing - Latest Comments in Simplify

Re: Simplify

Ekaterina — Fri, 30 Jan 2009 09:31:57 -0000

Great point about creating simple and consistent marketing messaging, John. And in the process of "connecting with your ideal customers," we as marketers should look for audited media outlets, both print and online. Using audited media is the only way to be sure that the right people are getting the right messages. We’ve recently been working with www.buysafemedia.com and they have some valuable insights about the importance of placing ads in audited media and how it affects the return on investment.

Re: Simplify

Dan Hamilton — Thu, 29 Jan 2009 12:59:13 -0000

Brilliant message John! I just read a great book called 'Storyselling for Financial Advisors' which has some interesting points which are valid for any kind of marketing.

Namely, that the easiest and simplest way to sell anything to anyone is using stories, metaphors and analogies in order to get the point across quickly and communicate with the part of the brain that makes the buying decision.

Re: Simplify

Kris Bovay — Sun, 25 Jan 2009 00:50:11 -0000

I like the structure of the duct tape marketing system example. And yes it is simple, and very clear.

Re: Simplify

SEO Tips South Africa — Sat, 24 Jan 2009 08:33:55 -0000

The old KISS (Keep It Simple, Stupid) principle sure continues to make solid sense, and should be one of the pillars of a solid and successful marketing strategy. Great post John, I thoroughly enjoyed it!

Re: Simplify

Small Business Marketing — Thu, 22 Jan 2009 14:40:57 -0000

Perhaps a different way to look at this is: we need to show a customer how to attain value from our product or service as quickly and as easily as possible.

Re: Simplify

ducttape — Thu, 22 Jan 2009 07:46:42 -0000

@Dmitri - thanks - yes, I am familiar with Made to Stick, where do you think they got the idea to put duct tape on the cover of their book? I interviewed Chip Heath on the Duct Tape Marketing podcast when the book came out.

Re: Simplify

Dmitri Eroshenko, Relenta — Thu, 22 Jan 2009 06:49:20 -0000

Thanks for the overview of the Duct Tape Marketing system @John. Heard a lot about it but haven't had a chance to read yet (have half a dozen books in my reading backlog).

May I recommend a fantastic book "Made to Stick: Why Some Ideas Survive and Others Die" by Chip and Dan Heath:

http://adjix.com/2ikf

The ideas that stick are:

Simple. Unexpected. Concrete. Credible. Emotional. A story.

A fantastic book that...well, sticks in your mind :)

It's a must read when form

Re: Simplify

Atniz — Thu, 22 Jan 2009 03:03:49 -0000

I wanted to introduce my SEO service recently and I'm going to apply all these steps.

Re: Simplify

ducttape — Wed, 21 Jan 2009 15:09:08 -0000

@Jeff - I do agree that it's a lot more work to simplify, not so sure it's laziness as it's just harder.

I love the Mark Twain quote - "I would have written a shorter letter if I would have had more time."

Re: Simplify

Sue Carlson — Wed, 21 Jan 2009 14:43:10 -0000

I have to agree-especially true when selling technolgoy to small business owners-they just want it to work- to do what you say it will and often don't care or want to know the how of it. As my sales manager often tells them "it's PFM"

Re: Simplify

Jeff Spiller — Wed, 21 Jan 2009 13:59:47 -0000

Amen! We tend to overcomplicate things these days for various reasons-- we are lazy, to make ourselves look more important, to deflect blame, because we don't understand something, or because we don't understand what someone else wants. All of which are unflattering.

Re: Simplify

HELLO, my name is Scott — Wed, 21 Jan 2009 12:46:44 -0000

Hey guys! I'm a little late in the discussion, but here are my two cents on simplicity:

1. If a question seems or sounds too simple, that's exactly why you should ask it.

2. Customers crave simplicity.

3. If you can’t describe your product eight words or less, it's not simple enough.

4. If you can’t explain your idea on the back of a business card, it’s not simple enough.

5. If you can’t explain your idea to a five year old, it’s not simple enough.

6. Simple can always BECOME complex, but not the other way around.

Great thread John!

REMEMBER: Simplicity IS sophistication.

Re: Simplify

ducttape — Wed, 21 Jan 2009 12:31:09 -0000

@Neal - hey thanks Neal - don't tell my publisher that I was able condense 304 pages to 1!

Re: Simplify

Neal Frankle — Wed, 21 Jan 2009 12:09:58 -0000

Great post John. I loved your book and the clear and concise diagram above helps solidify it. Thanks!

Re: Simplify

JudyAnn Lorenz — Wed, 21 Jan 2009 11:46:12 -0000

My apologies' I'm really not trying to fill your comments quota. I connected with Scott -- Hello My Name is at Triibes.

My opinion of enjoying his way of thinking remains the same.

Re: Simplify

JudyAnn Lorenz — Wed, 21 Jan 2009 11:44:27 -0000

I connected with Scott -- Hello! My Name is --

I really enjoy him, would follow him any day!

Re: Simplify

ducttape — Wed, 21 Jan 2009 11:11:45 -0000

@Joe - thanks I will check out the Bill Jensen stuff. See maybe you made me buy a book for a change!

Re: Simplify

ducttape — Wed, 21 Jan 2009 11:03:05 -0000

@Paul - you bet - let's get the profit unhidden, shall we?

Re: Simplify

ducttape — Wed, 21 Jan 2009 11:01:36 -0000

@Daiv - no doubt educate continues after being found but it's the key to building trust before the sale, so education must infuse your marketing materials first.

Re: Simplify

ducttape — Wed, 21 Jan 2009 10:59:47 -0000

@Robert - doh! - spell check is no help here, but I guess it wasn't talking about baking now was I? Thanks

Re: Simplify

Robert — Wed, 21 Jan 2009 10:47:42 -0000

Spell Check - "Confusion breads caution and caution breads no sale." should read "Confusion breeds caution and caution breeds no sale."

Re: Simplify

Paul Simister — Wed, 21 Jan 2009 10:35:54 -0000

John
Thanks for publishing your Duct Tape diagram which has given me food for thought for both my Eight Pillars of Business Prosperity and Hidden Profit approaches.

Re: Simplify

Daiv Russell — Wed, 21 Jan 2009 10:21:27 -0000

John,

As usual, great advice. Small business owners have a tendency to complicate what they think needs to be done in order to market their busines.

I'm a little torn over the placement of "Educate" in the list, though... not that it shouldn't be done, but that may be is comes after being found and should include the education of one's customer base in communicating the core message and helping them understand the value proposition.

Just my 2c

- Daiv http://Twitter.com/DaivRawks