Today’s webinar with John Jantsch of Duct Tape Marketing was moderated by Jiyan Wei of PRWeb.
A New Way to Look at Direct Marketing
John began with asking what we thought about the definition of marketing. It’s always evolving and people have their own different interpretation. According to John, the most succinct way you can think about marketing as “getting someone with a need to know, like and trust you”. By keeping this in mind, it will help you really think about your marketing strategy before implementing your tactics. Do you have your own definition of marketing that differs from John’s?
How to Differentiate and Dominate
Another standout point that John brought up was how small business strive to differentiate and dominate but are often doing it in the wrong way. As John says, most business pride themselves in offering “good service”. What marketer wouldn’t? John also mentions that a lot of people and businesses are sometimes afraid of being different. The key is to highlight a unique selling point that will create value for your customers. Entrepeneur has a few tips on differentiating your business that is worth a quick read.
The Marketing Hourglass vs the Marketing Funnel
Traditional explanations use a funnel to describe the marketing process. John has a better idea and presented us with the idea of a marketing hourglass. The difference is that whereas a funnel utilizes a blast method in an attempt to capture as many customers as possible, the hourglass takes into consideration your pursuit of the “ideal” customer. Yup, that’s a lot to digest in one hour but very informative in the end!
