The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you.
The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company.
Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends - it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire.
Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Some of Jantsch's strategies include:
The secret to generating referrals lies in understanding the "Customer Referral Cycle". Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine.
©2010 John Jantsch (P)2010 Gildan
“Logic will get you from A to B. Imagination will take you everywhere.” - Albert Einstein
The book is very shallow and lacks insights. He just keep repeating lots of info about tools and tips of marketing your business, most of them are only doable for an online or tech-based business.
Moreover, it is in most of the times very unrealistic and assumes that the business can afford to run unprofitably for a long time just to build a base of loyal customers!
In short, skip it! There are lots of better books on the same topic.
This book is more of an infomercial for his services than anything
No but I wont buy his books
Dont bother buying. You can find better information on the web or in magazines such as Inc or Entrepreneur.
It was very generalised and repetitive from chapter to chapter for me. I started other books just to have a break. I wouldn't sit through that again in a hurry. I think the print version may be easier to skim through.
Stop repeating things across chapters.
Reader was OK.
Don't expect anything more than you could read for free on marketing blogs. It's OK but I didn't think it was anything brilliant. Depends what you need to achieve - it can motivate those who need a reason to try new things.
Informative; good; educational
No, this book needs to be digested and thought about, and action plans made. I listened to the book very quickly because each idea given was so great I wanted to see what was coming next, but i have since started listening to about one chapter a week so I can more fully implement his ideas.
I loved this book so much that I am also buying a print copy that I can mark up! I am developing iPad presentations for myself and other Real Estate agents and much of our business is referral. This books helps line up how to stand out so that you will get referred- I can't wait to put it into practice.
More actual techniques for asking for referrals. The author suggests that business must be referable, duh!
Not to delineate from the subject too much
The ideas that I can go back to over and over again
The way he really gets into sharing the information and how it has worked for him.
I would recommed this audiobook to anyone in a small business that is time poor. The marketing tips are excellent and easy to implement. You can easily go back over the infomation time and again.
I travel a lot, so I usually listen in the car. I can usually listen to a the whole book in one trip... I have since purchased the book as well so i have reference guide :)
John is clear and concise in his presentation. Very easy to listen too.
I particularly liked the snack sized suggestions in chapter 12.
If John does another book/audiobook, I will be the first to purchase :)
He gave lots of solid ideas for generating referrals and marketing one's business in general.
Now I want to purchase the print version because it is too hard to remember all the ideas when you're driving around in your car. I am going to listen to it a second time through very soon. I do have to say that it is a good marketing book in general, and not always necessarily related to referrals, but very good nonetheless.
A fair amount was covering ideas you have seen or possibly thought of with a decent amount of effort but this book is about how to implement those ideas and John offers quite a few new ones you haven't though of. Worth your money and time.
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