Page 107 - Duct Tape Marketing

Duct Tape Marketing

 Create your outline.
 With outline in hand, pick a page and start writing.
 Don’t edit; don’t answer the phone; don’t do anything but

write.
 Once you complete this step, put it away and come back to it

tomorrow.
 Go over your document again and rewrite and edit.
 Get someone else to edit and proofread.
 Consider getting feedback from several ideal clients.
 Move to the next page.

Today’s marketing requires lots of content, lots of education, and
lots of trust building via expertise sharing. You’ve likely concluded
that all of that is a ton of work. It is a ton of work—well worth it in
the long run—but work nonetheless. The secret to maximizing this
content production play is to develop strategies that help you multiply
your efforts, make it naturally easier to produce content, and employ
technology and services to realize a huge return on your time invested.

One such strategy that puts all of the above into service utilizes
the recorded word as the foundational tactic. For some reason many
people find it easier to say what’s on their minds than to write what’s
on their minds. Funny thing is, for most, the spoken story is much
more authentic and personal too. When business owners sit down to
write a marketing piece, they end up sounding like marketers try-
ing to sell something. When they speak the same marketing piece, it
comes off much more engaging and real.

So, get the Belkin TuneTalk stereo mic attachment for your
iPod and start speaking your marketing materials and Web pages.
Then get them transcribed by a service such as CastingWords (www
.castingwords.com/), and consider a service like TaskUs (www.taskus.
com/) to “punch it up a bit.” This little content creation routine may just
be the secret weapon that turns you into the content super-producer.

88