Page 78 - Duct Tape Marketing

Create Products and Services for Every Stage of Client Development

Marketing Offers by Stage

The Duct Tape Marketing system involves the creation and promo-
tion of offers that act as paid marketing tools to first turn suspects
into prospects and then prospects into customers. That’s right. Done
properly, this process actually allows you to get paid to market your
services. These marketing tools, in the form of free or low-cost infor-
mation and workshops, can attract the interest of prospects and help
begin to build trust while intentionally moving the prospect toward a
buying decision—all the while as you produce revenue to fund your
marketing machine.

Marketing Offer for Suspects
Your suspect database responds to offers of complete information

designed to help them solve a problem or answer a question.
These take the form of free reports, tips, white papers, workshops,

demonstrations, evaluations, newsletters, books, guides, and check-
lists. We will look at how to attract your suspects to these offers in the
next chapter, but you must begin to develop a product in the form of
a free offering before you can move beyond this step. Examples of this
type of offering might be free reports with these kind of titles:

 “10 Things You Must Know Before You Hire a Roofing
Contractor”

 “Tax-Slashing Secrets of the Rich Revealed”
 “7 Simple Steps to Building Your Own Greenhouse”
 “12 Ways to End Back Pain Now”
 “How to Cut Your Software Training Costs in Half”

Marketing Offer for Prospects
Once your suspects raise their hands and request your free report,

they are giving you permission to market to them. Once they become

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