Page 99 - Duct Tape Marketing

Duct Tape Marketing

One is the basic list of questions that clients ask, and the other is a
list of questions you wish they would ask. He called this second page
“Questions That Should Be Frequently Asked” and found that this
page helped him teach his prospects things they didn’t even know
to ask.

Processes and Checklists
With this page you should show the reader how you do what you

do. Create detailed checklists and flowcharts that show your prospect
how you keep your promise. In many cases, you have these anyway,
but by making them part of your marketing, you can demonstrate
how much more professional your organization is.

A documented process description will help justify why you charge
a premium for your services. Many people underestimate how much
really goes into delivering a quality product or service—so show them.

Articles
Have you written articles for publications, newsletters, or internal

distribution? Include relevant reprints and press clippings.

Something for Everyone
At this point you may be wondering if everyone will really read

all of this. The simple answer is no. Some will pore over it, some will
skim, and some will take solace in the fact that you have it. People
learn in many different ways, and the job of the marketing kit is to
address as many of those ways as possible. Most prospects will need to
know one or more of the following:

how you work—process, case statement, FAQ
the results you achieve—case studies, testimonials
who you know—client list, case studies
what you know—process description, articles

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