Page 91 - Duct Tape Marketing

Duct Tape Marketing

podcast. Offer to provide your awesome seminar free of charge to their
customers.

While content creation may seem like a lot of work, using even a
fraction of the ideas contained here will crush just about any other form
of lead generation today.

Educate, Don’t Sell

Done well, marketing via content can eliminate the need to sell. In fact,
no one likes to be sold anything, but they do love to buy. Your marketing
materials can do the job of selling if you focus on creating a set of mate-
rials that provide an education for readers—an education that compels
them to buy.

Most small business owners can’t really articulate why someone
should buy from them. This is a place where copycat marketing is at
its worst. Lacking a compelling argument, many small business owners
attempt to fill brochures with nice sound bites or product descriptions.
This type of marketing, typically housed in the tri-fold brochure, does
little to help you stand out in a crowd, let alone educate.

In the remainder of this chapter you will learn the steps used to
create a tool kit of marketing materials that are flexible, affordable, per-
sonal, practical, and, most important, educational. The very process
used to create these materials will provide you with a valuable education
as well. The simple process of documenting your organization’s most
compelling features can, in itself, help bring clarity to the real benefits
your firm has to offer.

The Marketing Kit

Don’t let all of the focus on online content overshadow the fact that
there are still great reasons to have offline marketing tools as well. The

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