Page 57 - Duct Tape Marketing

Duct Tape Marketing

Here’s how Part 2 works. Again, the architect—“Well, we have
developed relationships with every zoning board in the metro area and
can make sure that your projects don’t get hung up by red tape, ensur-
ing that you get to that first pay request faster.”

Again, by understanding your positioning and your target mar-
ket and then communicating it through your talking logo, you will
be miles ahead of most of your competition and well on your way to
generating referrals from anyone you meet.

Step one: Create a compelling answer to “What do you do for a
living?”—one that focuses on a benefit or solution and forces poten-
tial buyers to want to know more.

Step two: Prepare a simple supplementary answer that tells them
the unique way you get them that benefit or solution.

Your Core Marketing Message

Now that you have discovered the marketing purpose for your firm
and answered what you do for a living, it is time to fashion the cre-
ative marketing messages you will use to communicate your purpose
in a way that clearly demonstrates the benefit of doing business with
your firm.

The idea, then, is to create a short statement that becomes your
marketing message workhorse. Think FedEx:—“On Time Every
Time” or it’s free.

Laura K. Frazier owns and operates a small coffee shop in
Columbus, Ohio, called Espresso Escapes. It is located right across the
street from a Starbucks, so the competition is tough. Laura struggled
to find a way to attract more regular customers. The usual stuff they
tried brought some people in once, but it wasn’t bringing in the repeat
business she was looking for.

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