Monthly Archives: October 2017

9 Tips to Improve Your Content

9 Tips to Improve Your Content written by John Jantsch read more at Duct Tape Marketing

Allow me to let you in on a little secret. You don’t have to be the best writer in the world to produce effective content, but you do need to create that content if you want to be a successful marketer, so it’s important you do what you can to improve your content writing. The best part is, it get’s easier over time, I promise (and your writing will get better as well).

Here are some tips that have helped me along the way.

1. Know your audience

Here’s the thing, you’re typically not writing content just for yourself to consume, you creating it for others, so it’s imperative that you understand the ins and outs of who you’re writing for. Knowing your audience isn’t just a writing best practice, this is a business and marketing must as well.

Understanding your audience will help you focus in on your message and create your voice, which over time, will make the writing process easier for you, and the content better for those you are creating it for.

2. Stay organized

I, along with many other marketers, use a content calendar to organize the content I’ll be developing in the near future. It helps to develop monthly themes that I can write about to help me stay on track as well as ensure I’m not writing about the same material too much. For more information on how I put this together, I highly recommend that you check out my post titled, How to Systematically Create an Annual Editorial Calendar.

Along the lines of being organized, when it comes to the piece of content itself, I suggest you create an outline prior to diving in. I may be taking you back to your high school days with this one, but developing an outline can work wonders. Having a clear path for your content will help you write faster and more clearly.

3. Read

Reading has helped me find my own style and voice more than any other way. I find the more I read, the better I write. Whether it’s a book related to your field or a fictional novel, it doesn’t matter. You’ll start to notice things that resonate with you along with things you’d like to incorporate in your own writing.

When you read, bookmark messages or highlights that grab your attention to save for a rainy day for inspiration.

4. Find your voice

Knowing your audience will help with this, but it’s important to really develop an understanding of the tone you’d like to use throughout your writing. I find it helpful to write like I talk and keep it conversational. Remember that it’s also OK to be opinionated; I actually think it’s important in many cases.

Trust me when I say it’s easier to write in your own voice and use your own personality that it is to try to mimic another.

5. Time your writing

Writer’s block is real. We’ve all experienced it and in the times when it’s the hardest, I’ve found the best way to refocus is to step away for a bit and when you get back, set small increments of time to put your head down and focus. Some people use techniques like the Pomodoro Technique to get this done, where others do it there own way. I know one of the gals on my staff will charge her computer to 100%, unplug it, and force herself to finish the content before her computer dies…hey, whatever floats your boat.

Knowing you have a finite timeline to finish something will help you focus. Start small, even if it’s just 15 minutes of concentrated time before you reward yourself with a break. You can build up from there.

6. Write without interruption

During your focus time, don’t pause to edit. If you have a thought process, just go with it. You may go back and read it and realize it doesn’t make any sense later on, but just get your ideas down on paper and work with what you have from there.

7. Writing the content

Use a compelling headline

Whether it’s the subject line of an email or the title of a blog post, you must create a compelling headline, because more often than not, people really do judge a book by its cover in the literal sense. You must create a headline attractive enough to make your reader want to know more. A/B testing is a great way to nail down what resonates with your audience. There may be some trial and error with this at first, but it’s important you lock it down if you want people to consume your content.

Make it easy for your audience to follow

If you’re writing a blog post, for example, create a post that is easy on the eyes and easy for your reader to consume. I’d recommend:

  • Avoiding long paragraphs
  • Using bullet points
  • Using images to break up the text
  • Using headers to break up various section of the post

8. Edit, edit, and edit

Your content is a representation of you and your brand, so don’t be sloppy. Once I finish a post, I step away from it for a few hours and then come back to look it over with a fresh pair of eyes. If you’re not great at editing, have another person give it a second review.

9. Use tools

There are many tools out there that can help you with your writing so do your research and decide which is better for you. Here at Duct Tape Marketing, we’ve dabbled with a few and here are a couple to kick off your exploration:

  • Grammarly will help you instantly eliminate grammatical errors and will help to enhance your writing.
  • Hemingway analyzes your writing and helps to identify ways for it to be clearer and easier to read.
  • Focus blocks distracting websites, like Facebook and Reddit, when you’re trying to get things done.

There you have it! Those are just a few of my quick tips, but I know there are tons out there. What are some of yours?

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#SocialSkim: Facebook’s Warning to Marketers; LinkedIn Smart Replies: 10 Stories This Week

Facebook’s stark reminder to advertisers that they don’t hold the power; LinkedIn upgrades messaging–and your productivity–with smart replies; Facebook’s Pinterest-esque “Sets”; Snapchat could soon be a source of referral traffic; Twitter’s “transparency center”; social commerce is coming… Read the full article at MarketingProfs

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Weekend Favs October 28

Weekend Favs October 28 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Textalyzer – Measure readability, check readability score and analyze your text against tens of different parameters and improve it immediately.
  • CoSchedule – CoSchedule is the drag-and-drop marketing calendar that will help you plan ahead and save time. Schedule marketing, blog, and social content in one place.
  • FLOW-e – Turn your Gmail or Office365 inbox to a visual task board.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

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Texting: The Killer Application in your Offline Marketing Arsenal

Texting: The Killer Application in your Offline Marketing Arsenal written by Guest Post read more at Duct Tape Marketing

Times have changed. We think virtual first and then physical. That’s true where marketing is concerned too- we usually focus first on digital marketing. You may be overlooking other channels that are even more effective than what’s thought of as traditional offline channels. Online and offline marketing need to work together, for best results. Texting has the personal touch of offline communication with the convenience of technology.

Why texting works

Online marketing, as the name suggests, requires your audience to be online. What if they’re not? What if they have a slow data connection? What if they don’t have a smartphone? You can still get your message across in these situations, with texting.

5 reasons why you should combine texting with other offline marketing channels

Texting will stimulate your offline marketing. Here’s how.

1. Reduce no-shows at events

As a marketer, you want to get the most out of all the channels available to you. Let’s take events, for instance. They’re important for networking, brand building, and lead generation. You start publicizing your participation in an event week in advance. You set up meetings with potential partners, customers, and dormant leads who finally seem ready to take the plunge.

Only…when it’s the day of the event, many of them don’t show up. They might have forgotten about the appointment, changed their minds or their plans. They’re apologetic when you call, but now you have a free slot and it’s too late to fill it up.

A well-timed text reminder, automated from your CRM, would have done the trick. You could have sent them a week, a day, and an hour in advance to reduce your no-shows significantly. Let’s face it if you’d sent an email, but they’re at the event, chances are it wouldn’t get read in time. But a text will. It takes 90 minutes for the average person to respond to an email, but just 90 seconds to respond to a text, according to CTIA.

2. Engage viewers and listeners

If you’re advertising in your neighborhood with billboards or on the local radio or TV channel, make it easy for leads to contact you for more information. Remembering a long toll-free number for calling is tough and noting it down requires effort that takes away from the experience.

Instead, you could mention a shortcode (a 5-6 digit virtual number on which you can receive texts). With this, you can convert a one-way mass communication channel like TV into a two-way channel, where your lead can reply to your communication in moments.

Enticing your viewers with an irresistible offer is a sure shot way of getting them to engage with you. For instance, a burger chain put up a billboard ad where they offered a free burger to those texting a keyword to their shortcode. Here’s what they advertised-

Get a free burger! Just text BURGER to 36343.

It was also easy for the chain to measure the campaign results, compared to measuring the performance of their other marketing channels, like TV and radio. They simply totaled the number of texts they received with the keyword.

They then went one step further. They asked viewers to text the keyword and their name. On an interactive billboard, they displayed the names of the people who had texted them. This way, they used the immediacy of texting, for instant gratification, like Coke did in the Share a Coke campaign. Consumers today are impatient- they are reluctant to wait for contest results to be announced, often months down the line.

3. Generate excitement in store

It’s easy to run a contest via texting. You can use keywords to give options for answers. A cafe ran this promotion at their shop at the mall on a weekend.

Today’s Contest- Who invented coffee? Text 1 for Arabs or 2 for Indians to 39304 to win a free cup of coffee. All participants get a discount code.

People could just whip out their phone and text the option number they choose. An auto acknowledgment message with a consolation coupon code could be redeemed instantly by those who answered incorrectly. Winners were publicly awarded, drumming up more interest in participating in similar campaigns.

4. Get more responses to direct mail

Texting can even give that old classic, direct marketing, a new spin. An accessories supplier sent an Ipad cover as a gift to potential big-ticket dormant leads. To get a chance to win an Ipad, they had to text the company to set up an appointment. Here’s what their direct mailer said-

Text MEET in DDMMYY format to 49494 and you could win an Ipad!

5. Increase options and redemptions

You can also have a text loyalty program. Advertise it prominently and offer an incentive, so new customers are motivated to sign up for it. Rather than getting them to fill out forms, you can gradually get data by texting them a question a week about what products they would like to see in your store, for example.

Also, it’s convenient for customers to redeem mobile coupons, as they will carry their phone with them wherever they go. You can set up workflows in your CRM to send discount codes to inactive customers, for instance, to encourage them to visit your store again.

67% of online research is driven by offline media channels like TV, according to Jupiter Research. Offline marketing is key to getting an edge over your competition. Texting will ensure you develop a lasting relationship with both leads and customers.

Are you a marketer who wants to know more about texting? Read Messaging is the New Conversation for Marketing for starters.


About the Author

Nupur Maskara is a Content Manager at SMS-Magic. She continuously interacts with clients to understand how they use texting for marketing, sales, and service. Nupur enjoys texting for both business and pleasure.

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Unlocking the Power of 80/20

Unlocking the Power of 80/20 written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Perry Marshall
Podcast Transcript

Perry Marshall

My guest for this week’s episode of the Duct Tape Marketing Podcast is Perry Marshall. He is an online marketing strategist, entrepreneur, and author of numerous books including Ultimate Guide to Facebook Advertising (Entrepreneur Press), Evolution 2.0: Breaking the Deadlock Between Darwin and Design(BenBella) and Industrial Ethernet (ISA). He and I discuss the 80/20 principle of sales and marketing.

Marshall is one of the world’s most sought-after business consultants. He’s endorsed by FORBES, INC Magazine, and the most respected entrepreneurs in the world. Clients seek his ability to integrate engineering, sales, art, and psychology. His Google AdWords books laid the foundations for the $100 billion Pay Per Click industry, and techniques he pioneered are standard best practices.

Questions I ask Perry Marshall:

  • What is the idea of 95/5?
  • Why is the “winner takes all” phenomenon on steroids?
  • Is there a mathematical-type of equation that says what you should sell, how much it should cost, and who’s going to respond?

What you’ll learn if you give a listen:

  • Why 80/20 isn’t just a business rule of thumb
  • What it means to “rack the shotgun”
  • How to dominate the niche you’re in

Key takeaways from the episode and more about Perry Marshall:

Like this show? Click on over and give us a review on iTunes, please!


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Transcript of Unlocking the Power of 80/20

Transcript of Unlocking the Power of 80/20 written by John Jantsch read more at Duct Tape Marketing

Back to Podcast


John Jantsch: Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is your host, John Jantsch, and my guest today is Perry Marshall. He’s an online marketing strategist, entrepreneur, and author of numerous books, including one we’re gonna talk about today, the 80-20 of sales and marketing. So, Perry, thanks for joining me.

Perry Marshall: John, it’s great to be here. It was great to be at your summit a couple of years ago where I met a lot of your people. The world just seems to be getting more and more eccentric, and there’s a lot for us to talk about today. Man, you’re either harnessing the eccentricity, or it’s pounding you on the back of the head with a two by four. And there’s not much in the middle, so very timely.

John Jantsch: Let’s get kind of a baseline. I mean, everybody’s heard the 80-20 thing. It’s almost become cliché how people apply it. But I don’t know that that many people, and this is your contention with the book, that many people get the leverage that it provides at a business level, do they?

Perry Marshall: No. First off, it’s not just a business rule of thumb. It’s a fact of nature. And, in fact, if I go to the beach with a bucket, and I pull out a bucket of sand, the sizes of the sand grains is gonna be 80-20. And how much water is in all the rivers is 80-20. The dirt on your carpet is 80-20, and the files in your hard drive. Okay? That’s the first thing. The second thing is that there’s an 80-20 inside every 80-20. When people really get this, it kind of flips them out. And so I can run a spreadsheet or a sales report of all my customers, and if I sort it from top to bottom, 20% of my customers are gonna generate 80% of the sales, but then if I chop off the bottom 80% that only produces 20%, whatever’s left, that top 20%, it’s still 80-20.

And I can do that again. And 4% of my customers are 64% of my business. And then I could do it again, and 1% of the customers are 50%. Well, this is true in almost any part of your business, and we’ll get into that. But then there’s a third thing. And this is probably a little bit new to most people, but the world is really becoming much more 95-5 where 5% of your efforts or your customers produce 95% of your results, and the other 95% only produces 5%. And this is especially true online. I’ve been watching this develop. People really need to understand this. The world is not … Cause and effect in the world operate fundamentally different than they did even 15 years ago. And I don’t think most people have gotten the memo. There’s a lot of examples of this out there.

John Jantsch: Let me stop you there, because I want to clarify something. And we’ll get, obviously, into examples, and I want to go back to the nature comment.

Perry Marshall: Yes.

John Jantsch: But it’s the simple kind of no-brainer lesson, then, to say, “Look, 95%” or if we want to use 80-20, still, to not scare too many people, is 80% of what you’re doing a waste of your time almost? I mean, especially when you get 95-5. It’s like 95% of my effort is on 5%? Quit doing that?

Perry Marshall: Well, yeah or almost, okay? You’ll always find that there’s a bunch of those things that somebody’s gotta do. It might not be you. It shouldn’t be you, but it’s gotta be somebody. But for example, 80 to 95% of all businesses fail or most entrepreneurs, we have all these little projects that we get into, and the project is a miniature little business, truth be told. Even if we didn’t go form an LLC or something. But actually anywhere from four-fifths to nine-tenths of those really don’t produce anything at the end of the day. And what’s happening in the world is that there’s more and more people kind of getting nowhere or just treading water or altogether losing, and then there’s this minority of people that are just absolutely slamming the ball out of the park, like it’s a triple. It’s a home run and then some. There’s less and less that’s in the middle. And so I think people today have to be more ruthless about how they spend their time than they’ve ever been before. There’s never been a time when busy work would get you less far than it does right now.

John Jantsch: And there’s probably never been more busy work.

Perry Marshall: Oh my gah. Yeah. Like, amazing amounts of busy work, and it doesn’t even look like busy work on the surface. You have to be really discerning. Lots of things, they just sound like good ideas, and a lot of them are based on, well, it’s really what was working in 2003, and it’s not really based on what’s going on right now. So I am issuing a wake up call.

John Jantsch: So let me go back to the nature comment about the grains of sand on the beach or all the things you cited from nature. I mean, is there some sort of principle that suggests why that’s the case?

Perry Marshall: Yes. Yes, and I’m not gonna get super theoretical. I could go into all kinds of stuff about chaos theory. This is really what it’s based on. But, John, I just want you to imagine that we put a table in the middle of your living room, and we went to some machine shop, and we machined the top of that table to be absolutely flat to within 100,000th of an inch, and it was a mirror finish. But then I want you to imagine that there’s a leak in your roof, and now we’re gonna drip water on that table, and the water is gonna drip into the middle of the table. So here’s a question of, “If I have the table perfectly level, and it’s perfectly flat, does that mean that the water is going to evenly spread out on the table, and then drip off the edge of the table in a smooth-flowing stream?

John Jantsch: My guess is it would probably gather as much energy to spread itself out in a very small section of where it landed.

Perry Marshall: Well, right. Right. And what would happen is no matter how flat you try to make that table, it’s gonna be a little bit easier for the water to go in one direction than the other ones, and then it starts going. And once it starts going, well, the erosion will wear, and then a million years later, there’s gonna be this big giant groove in the middle of your table that started out as flat. There’s nothing you could do to make the water flow equally. And here’s the thing is everything in life and nature is like that. So how water erodes or, for example, you’ve 10 14-year-old kids yesterday tried Jack Daniels for the first time. And maybe they all sort of liked it. But one of them liked it a little more than the rest of them, and so 30 years from now the rest of them all take a drink a week or two drinks a week and one of them has five drinks before breakfast, and he’s an alcoholic.

Okay? So your customers are like that. And my customers are like that. Everything is unequal. And the thing is is education conditions treat everything like it’s equal, treat everybody like they’re equal. The teachers try to make all the kids equal. Well, I just want everybody to get A’s and B’s. It’s like, “Well, they’re not going to.” And so entrepreneurs harness the eccentricities where a lot of more ivory tower people, they kind of try to pretend they’re not there. And so you have to just completely reverse the normal way that you think.

John Jantsch: Okay. So for that person out there that’s thinking, “Where in the world is this going and why is this gonna apply to my business?” Let’s bring it back to something very practical inside a business. How could somebody start spotting that 95% opportunity?

Perry Marshall: Let me tell you a story, and maybe a couple of your people have heard this one before, but this is my favorite 80-20 story. I have a friend named John Paul [inaudible 00:10:15] who dropped out of high school when he was 17, and he hitchhiked from Denver to Las Vegas with a couple of gambling books under his arm, and he’s like, “I’m gonna become a professional gambler.” He starts going to casinos and playing poker every day and living by his whits at age 17. And after a few weeks of this he was like, “Dang. This is harder than I thought.” He bumps into this guy who runs a gambling ring named Rob, and he starts talking to him. And he says, “Well, could you teach me how to do this?” And Rob says, “For a percentage of your winnings I could teach you how to do this.” And so they shake on it.

And after they do that, “Hey, jump in the jeep, John. We’re going for a ride.” So they get in the car, and they’re going down the highway, and John says, “Okay. So how do I win more poker games?” And Rob goes, “You have to play people who are going to lose. And those people are called marks, and you need to find the marks in the room, and you need to play poker with them, and you don’t play poker with anybody else.” And he says, “Well, how do I find the marks?” And he says, “Here. I’ll show you.” And he pulls into a parking lot of a strip club, and they go in there. And there’s women and there’s rock and roll, and there’s people drinking and all this commotion and noise in there.

And he sits down at the table, and Rob pulls a sawed off shotgun out of his jacket. And he opens the chamber, and under the table, then he snaps it shut and it goes “chitch.” And all these guys look around. And John sees them. And the owner come over, and he says, “Hey, what’s going on over here?” And Rob goes, “Hey, we’re just fine. There’s no problem here. We’re just teaching the lad a lesson, not gonna cause any trouble. Don’t worry about us.” And then Rob turns to John and he says, “John, did you see those guys who turned around when I made that noise?” And he’s like, “Yeah. Those biker guys over there?” “Yeah, those guys.” And John goes, “Yeah.” And he says, “Don’t play poker with them. They’re not marks. Play poker with everybody else.”

Now, that was what I call racking the shotgun, and everything you do in marketing is rack the shotgun. In fact, I’ve trained my customers and clients to use that phrase all the time. Rack the shotgun is when you … You know who racks the shotgun all the time is Donald Trump, okay? Now, I’m not saying he does it for good reasons or whatever. I’m not making any statements about any of that, but he does it. Okay? And he gets a response. Now, what I have always found out is most people are instinctively afraid to rack the shotgun. They’re afraid to find out the truth. They’re afraid to go make that big noise out there and see, “Okay, who’s gonna turn their head and who’s gonna ignore?” Or, “Who’s gonna say no and who’s gonna say yes.”

I mean, it could even go all the way down to your teenager like, “Well, you know, I don’t want to … She came in at 2:30 in the morning last night, and I don’t really want to ruffle any feathers, and we seem to be getting” … Well, that’s like being afraid to rack the shotgun. Like, well, if you don’t know why your teenager came in at 2:30 in the morning, then whatever the reason is is probably not a good one, right? But you have to ask.

John Jantsch: Ignorance is bliss, right? Yeah.

Perry Marshall: I talked to a guy about … He owned a smoothie store, and he was doing all this Facebook and social media stuff, and I’d go, “Well, do you ever send them emails?” He goes, “No, I’m afraid of them unsubscribing.” Well, that’s racking the shotgun, man. I said, “Email is 10 times better than social media. You’re not emailing, because you’re afraid some people won’t like it? Send them an email. Let them unsubscribe. It’s fine.” In fact, if you’re unsubscribe rate is less than 5% or even 10, you’re probably not selling hard enough. So everything you do, everything you do in marketing is racking the shotgun.

John Jantsch: So what you’re, again, coming back to my original question on that, what you’re suggesting is that’s how you’re gonna find the leverage?

Perry Marshall: Yeah. With people, right, you’re gonna find that most people actually aren’t gonna respond to anything that you do. They’re never gonna buy, okay? And maybe it’s 80% aren’t gonna buy or maybe it’s 60% or maybe it’s 95% aren’t gonna buy. But there is a rack the shotgun just with buying. Now, the interesting part about 80-20 is that if you rack a shotgun, and you get, let’s call it $100 shotgun. It’s a $100 transaction, let’s say, and you get 100 people to respond. Well, if you quadruple the price, if you rack a $400 shotgun, 20% of those people will respond again. And if you rack a $1,600 shotgun, 20% of those people will respond again. If you rack a $6,400 shotgun, 20% of those people will respond again. And so you’ll find that even though you started with only 100 people, let’s say, who would spend $100, you might find one person who would spend $50,000. And you didn’t know it, and that person was already there. That person is already in your audience. And what I am seeing is that all of this is becoming more pronounced than it used to be.

John Jantsch: So it really, I mean, again, one of the sort of core principles was you build a business, you got customers. You need to be trying to sell them more. I mean, essentially you’re saying that, but maybe at a level people haven’t considered, that not just is there an opportunity to maybe sell more, but that there is a sort of almost mathematical equation that says what you should you sell them and how much it should cost and who’s gonna respond?

Perry Marshall: That’s right. There is a hunger in the marketplace that there’s a small percentage of people who they have an extreme itch that they would like to scratch. And it’s almost unscratchable. When it’s just your product line, there’s some other things I want to get into, but let’s just restrict it to your product line right now. So 80-20 says, “If I have a Starbucks, and a thousand a people a month are buying a $5 latte, one of those people will buy a $2,700 gleaming stainless steel espresso machine.” And it’s just about a law of physics. Now, I started to notice something really interesting when I started teaching Google AdWords. I wrote the world’s best selling books on Google and Facebook advertising, and all of a sudden when AdWords came into existence, all of these new businesses that might not have even been able to exist before suddenly popped up.

And it was this giant feeding frenzy and gold rush. And what I noticed was that if somebody could get to the top in AdWords, they could get the number one position, which gets the most traffic. And then if they could streamline all the stuff in their website, the shopping cart, the sales pages, the landing pages, the offer, the unique selling proposition, if they could dial all that in and test it to the hilt, they would get to a point where nobody could shove them out of the way. They’re number one, they might be number on TV, and they might not be number one on the radio, and they might not be number one on main street, but if they’re number one in Google AdWords, and if they got their sales machine dialed in, they’re almost unstoppable.

Now, here’s why this was. It was because number two, number three, number four, number five, they all have to test their way to success, and they have to experimentally find what works, but you’re already getting more traffic than they are, and you can already do more tests than they are. And so you’re previous success greases the skids for you to continue to be successful, because you’re the incumbent. Well, I’ve been watching very carefully, and what I’ve seen is that an incumbent in the brick and mortar world is 80-20, but an incumbent in the digital world is 95-5. So here’s an example of this. You could go ask your 10-year-old kid, “Can you name a dozen car manufacturers?” And any 10-year-old kid could think of a dozen, Ferrari and Toyota and Kia. They could come up with a list. But can anybody name 12 search engines or 12 auction sites or 12 bookstores where you can buy any book?

John Jantsch: Well, I don’t know about you, but I have the top 100 search engines that every business should be in sitting right here next to me. I’m being facetious, of course, but remember when people used to talk about that.

Perry Marshall: Right. Right. And they all got washed out. Well, that’s because the internet is frictionless. So making cars, that’s friction all the way. Whether you go to the Toyota dealership or the Ford dealership, you have to drive across town, right? Okay. And so that supports there being 12 different car manufacturers. But if it’s Bing versus Google, there’s literally no difference whether you type in B-I-N-G or G-O-O-G-L-E on your browser. The only thing that makes a difference is how much you enjoy the experience. If Google is 10% better, then pretty soon everybody’s gonna use Google, and the Google’s gonna become 1,000% better, because they have more data and more customers and more bells and whistles and more everything. And pretty soon Bing doesn’t really have a chance.

And, see, everything in online marketing is like this. Basically, you’re either number one or you’re nobody. And I don’t think most people have really gotten this that this has happened. You’re either number one or you’re nothing. So that old phrase being a category of one, oh, it’s dead serious no. In a 95-5 world you have to be the number one. Whatever you do, you have to be the only one or you are hamburger.

John Jantsch: I think you can see that at a very real level for the local plumber, for example. I mean, all the searches are being done on a mobile device, and Google is determining, “Here’s the three positions that they’re gonna show.” And certainly if you don’t show up in those three, and as you suggest maybe number one of those three, you really don’t exist, I think. And so the digital world is even cutting into the world of friction.

Perry Marshall: It is.

John Jantsch: We may see a day when there’s only one car sale search engine, and the manufacturers are really, I think, playing basically to be there.

Perry Marshall: So I’ll make a prediction right now is that 10 years from now self-driving cars will be extremely common, and half of the auto manufacturers will either be out of business or bought out by the winners.

John Jantsch: Yeah. Yeah, because to some extent the brand won’t matter anymore.

Perry Marshall: No. It won’t. So watch out. Now, if you know this, if you know this, you can make predictions about the future. In many cases if you project 10 years in the future, if you are already pretty much know who the winner is, then you can bet on the winner, and you’ll gain. If there’s somebody out there … I don’t know. I don’t know who it might be, but if somebody out there already pretty much knows who’s gonna control the self-driving car thing, then you buy stock in that company. In 10 years from now you’ll be happy about it, because there probably isn’t that much that anybody can do even right now to change it. To give you another idea, there’s Bitcoin and there’s Ethereum, and there’s all these other little cryptocurrencies. Bitcoin already won. All the rest of them, that’s like .net, .cc, .name, .whatever. It’s just like domain names. They’ll have their little day in the sun and people will think. Bitcoin’s already won. It’s the winner-take-all phenomenon is on steroids.

John Jantsch:  I’m trying to figure out which direction to take this, because there’s so many we can go, and we’re really already out of time. So let me ask you how somebody would … And I’m trying to, again, end it on a really practical note. How would somebody apply this to an existing business? I can see a lot of people thinking, “Okay. If I could figure out this thing and predict the future, and I’ll create a business around that.” But how could somebody apply this? I mean, is this something that you have to have an epiphany? Or is this something that you have to just go out and start testing things in a certain way?

Perry Marshall: So here’s what you can do, and this is extremely practical. Richard [inaudible 00:26:29] and I put together this website called It’s free, and you can go click a dozen radio buttons and score your business. Basically it tells you how likely it is that you can dominate the niche that you’re in right now. It’s kind of a truth serum of this winner-take-all thing. So the score goes from zero to 200 points, and anything over 100 points is a home run. Okay? Now, some businesses will get a 25, and some will get a 75, and some will get 150. If you’re 150, man, you’re good, and you should pour on the gas. Well, so here’s what you do. Most of our businesses are really three or four businesses or three or four product lines or three or four markets, and they’re all kind of one umbrella. Here’s what you need to do. This could save somebody years of heartache and frustration right here. Okay?

You go, “All right. Well, I have product A, B, C, D. I have market A, B, C, D.” You score each one individually, because in one of your markets you’re really the number six player. In one of your markets you’re the number one player. One market is shrinking, and one market is growing. And you score that. And you break it up, and you need to figure out which part of my business do I pour the gas on and which part do I really just kind of ignore or I let coast? Right? Just give it as little gas I can get away with while I build the others, because 20% of your business is gonna produce 80% of the growth in the future, and the rest of it’s just gonna waste your time.

I think a lot of us aren’t really honest with ourselves about where our business is actually at and what it can really produce, and you need to be the winner. There is probably some part of your market where if you’re like, “Well, this part of the market isn’t very well served right now. Nobody else is really truly paying attention to this aspect, and I could totally nail it. And if I really put my resources into it, I could emerge as the absolute dominant player within six or 12 months,” and that’s what you should do.

John Jantsch: Visiting with Perry Marshal. We’re talking about the 80-20 principle, which is now 95-5 online. Winner take all is the game that we’re playing. Perry, thanks so much for joining us. Where can people find probably the best place to plug in to your, kind of, vast universe?

Perry Marshall: You can go to And just start by reading 80-20 in sales and marketing and just know that it’s even more true now than it was in 2013 when I wrote it. And the race is on. The race is on. It’s winner take it all, and whatever it is that you do, you need to find the thing where you can be number one, and you can totally dominate and be a category of one, because all the other stuff you’re doing is a waste of time.

John Jantsch: Awesome. Thanks, Perry, for joining us. Again, this conversation could ramble out of control for hours. But hopefully people got a little hint of the passion and maybe the urgency, probably, of this message.

Perry Marshall: Well, John, it’s always an honor to talk to you, and I love what you’ve done. You’ve made this little empire over there with Duct Tape Marketing. So thanks for having me on your show.

John Jantsch: You bet.

Perry Marshall: Hey, thanks for listening to this episode of The Duct Tape Marketing Podcast. I wonder if you could do me a favor. Could you leave an honest review on iTunes? Your ratings and reviews really help, and I promise I read each and every one. Thanks.

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Companies Seeing Success With Radio Ads

Companies Seeing Success With Radio Ads written by Guest Post read more at Duct Tape Marketing

Radio – a thing of the past, right? Not anymore. Between internet radio, the uprise of podcasts and mobile apps, radio is alive and better than ever. Which means as marketers, we should be thinking about how to leverage this channel.

I’ve spoken with three small tech companies in the past two months that have had a ton of success with radio ads. These aren’t even B2C companies – they’re selling software platforms! So why are companies investing in radio ads, and what are the secrets to seeing success with them?


“So many of radio’s traditional sponsors have moved their ad dollars online that prices for radio commercials have fallen,” writes Randall Stross of NYTimes. “The economics of radio advertising sometimes make it useful in reaching small but important groups of prospective customers.” Think inexpensive but highly targeted marketing – that’s a win.

Targeted Audiences

Radio hosts (and many podcast hosts) have a dedicated listener base. There is a familiarity and trust between the host and their audience. So when a host endorses a solution, it automatically carries more weight than if a listener were to scroll through an internet display ad.

Low Competition

Like previously mentioned, radio’s traditional sponsors have moved their ad dollars online, and newer companies aren’t thinking of radio as a viable advertising platform. This results in low competition, which means higher exposure and cheaper costs for you.

Easy, Cheap Production

You could record a radio ad right now, on your phone. All you need is a high-quality audio device and a 3-8 sentence-long script. This also opens the door to inexpensive A/B testing, where you could try different scripts and see which messaging resonates most effectively with audiences.

Access to Micro-Influencers

AdWeek defines micro-influencers as social accounts with 30,000 or fewer followers. Given these are referring to social accounts, there are plenty of popular radio shows and podcasts that have 30,000 followers on, say, Twitter or Instagram.

Micro-influencers are often more involved with their audiences than celebrity accounts and are also more reachable from a marketer’s perspective. Building an ongoing, healthy relationship with some of these podcast or radio micro-influencers can be tremendously beneficial to your brand for the long-haul.


“Most local businesses cannot afford the necessary three-times-plus frequency that effective advertising demands – except on the radio. Radio is the reach and frequency medium you can afford,” writes It’s a great point – we still use annoyingly repetitive outreach tactics in sales and other, more expensive, areas of marketing (think cold calling and targeted display ads) – and we do it because it works. So why not do it for half the price with radio ads?


When it comes to local radio ads, we aren’t reliant on a high-speed internet connection or a 4G network to make sure we reach our audience. Even if the radio host isn’t at work that day, they’ll still be running your scripted ad recording.


Smartphones pretty much allow us to access other types of ads at any time of the day, but there’s one that radio can always beat them on: when you’re driving. Radio is the only channel of advertising that’s possible while driving simply because it’s the only one that doesn’t require your eyesight. Radio is more mobile than any other advertising channel.

Tips for Running Your First Radio Ad Campaign

  1. Who is your brand’s target audience? Which radio stations and podcasts are they listening to? Build a buyer persona for them. Consider their outside interests and find micro-influencers related to those interests as well. For example, many salespeople religiously follow football – so try targeting both sales/business and football radio outlets.
  2. Consider the quality of production. Although I mentioned above that you could record your own ad on your phone at this very moment, I don’t recommend doing that. Radio stations are entertainment engines and their promotional ads should match that. Work with your team to (ideally) include humor, unique sounds or soundtracks to make your ad be memorable.
  3. Radio ads can be a little trickier than modern advertising tactics when it comes to tracking ROI. This is largely because your radio ad’s call-to-action will probably be the narrator saying (and/or spelling out) your website name. Obviously, you can’t attach tracking code to a radio ad, and directing people to your main homepage doesn’t make for a unique landing page either. This is why it’s important to figure out beforehand how you’ll measure success.For example, try making a landing page with a URL nearly identical (and as short as possible – since the narrator will have to read it) to your homepage. This gives you a way to attribute all traffic coming solely from your radio ads.

So what are you waiting for? Jump on radio advertising now while it’s still cheap and easily accessible!


About the Author

Hilary Bird combines her interests in tech and marketing with her fascination of interpersonal communication by studying how tech is continually reshaping the way we communicate. She is a digital journalist with over three years of experience in the startup marketing world. You can follow her on Twitter at @Hilbonix.

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Build Your Brand and Acquire Links Through Podcast Guesting

Build Your Brand and Acquire Links Through Podcast Guesting written by John Jantsch read more at Duct Tape Marketing

I want to talk to you about podcasting, but in a way that may be different than what you typically hear about the topic. I’m not going to discuss production logistics or anything like that. Instead, I want to discuss how to use them to build your brand and acquire links.

There’s no denying that interest in podcasting has increased over time, especially within the last 5-6 years. I think this is for a couple of reasons:

  • Content has become the air that drives so many channels
  • It’s portable and allows for multi-tasking nature of it

The combination of the two has allowed the popularity of this medium to skyrocket, both from listening and production standpoints.

While I think producing a podcast is a great idea and can provide many benefits for your business, there are also a plethora of opportunities that are there in podcasting for any business owner, namely through being a guest on another person’s podcast. Let’s dive in.

Guest interviews

Putting yourself out there as a guest on podcasts (as opposed to traditional PR with radio and TV) is one of the best things you can do for your business these days, but let me be clear, in order to be successful with it,  you must put yourself out there and pitch yourself on an ongoing basis, and truly build this as a channel for your marketing efforts.

A podcast interview is not only content, it’s great quality content. It’s a tremendous way for you to build expertise, authority, and branding for you and your business. When people hear your voice, it adds a deeper level to building trust, and the more a person trusts you, the more likely they’ll be to buy from you.

SEO and the benefits of podcasting

My friend, Phil Singleton, is one of the most knowledgeable people on SEO that I know, and he recently stated (over this past weekend, in fact) that of all the time he has spent on SEO, podcasting may be the best SEO tactic to give you the biggest bang for your buck. Being a podcast guest provides the following benefits:

  • Gives you access to an engaged audience
  • The host does the majority of the work
  • You have virtually no preparation (especially in comparison to guest blog posts)
  • High production value will make the content more shareable
  • There will likely be show notes that will drive links back to your website
  • Reviews can help build authority and credibility
  • There is a ton of repurposing potential with the content

At the end of the day, SEO really comes down to three main things:

  • Keywords – You must know what keywords your ideal client is searching for
  • Content – You must build those keywords into your content on a consistent basis
  • Links – That content must be seen and shared by other people by acquiring links from other sites to link to that content. From that, Google surmises that it’s good content.

If you focus on those few things over time, you will show up, and likely rank highly, in search engine rankings. What this means, is that a guest appearance on a podcast is your content on steroids. You get high-quality content and awareness to the podcaster’s audience (podcasts get shared more than blog posts).

Guest blog posts are a lot of work and time-consuming. Even if a podcast doesn’t have a huge following, it will likely still have more engagement than blog posts and have the ability to get more shares than regular blog posts and you will get links back to whatever it is that you’re promoting.

To make this even better, a lot of podcasters, including myself, are also creating transcripts along with their podcast episodes to have the written word content go along with the spoken content. In many cases, if you appear on a podcast, and they don’t transcribe it, many podcasters will let you transcribe it and repurpose it for additional content on your site; again, which will help to boost your SEO.

How to get on shows

Remember, this is a consistent process, not just something you do every once in a while, so it’s important that you allocate time and attention to this. Below are a few ways you can approach getting on podcasts.

Google search

Google is great at showing podcasts. Start by searching with an industry you’re interested in and google “[industry] podcast” and see what appears. Simple enough, right?


iTunes not only categorizes podcasts, they include related searches like Google as well.


If you click on an author link, Amazon will show related authors, which can help expand your search.

From your research, build a spreadsheet of hosts you want to reach out to. Most podcasts have some form of contact information or a form asking people to pitch themselves as a guest.

Once your spreadsheet is filled out, one of the things I’d spend time on is to think of your objective for being on a show. Make the podcast host understand the value they’ll get by interviewing you.

From a content and link objective perspective, don’t worry about how big the show is or the size of the audience. Focus on the links and content and make sure they align with your objective.

In almost all cases, you need to go out and pitch people. I can’t emphasize this enough, if you listen and subscribe to their show and know the host’s listeners, what they talk about, and how they deliver value, you’ll do a much better job of showing how you’ll benefit their listeners in your pitch.

These days, podcasters are looking for guests to have one-sheets that include your bio, why you’re a good fit, what you have to offer, places you’ve appeared, what others have said about you, and so on. If a podcaster is trying to decide between you and another guest, the one-pager can go a long way. The more professional you’ll look, the better your odds are of getting chosen for the show.

How to be a great guest

Your work isn’t done once you book the podcast. In order to be a great guest and get the most value out of this exposure, you really need to prep for it.

Subscribe and listen

If you want to be on a show, subscribe to it, or at least listen to it and really educate yourself on the host’s style and type of questions he/she may ask.

Don’t sell

The purpose of the interview is to educate or entertain the host’s audience. You may have the opportunity at the end of the episode to say where people can find you and so on, but nothing will turn an interview sour faster than selling.

Answer questions succinctly

A minute to 90 seconds is often too long for a response. Prepping will help you be clear and concise in your delivery.

Sound quality

Nothing is more frustrating than listening to a podcast with poor sound quality. Before you hop on the interview, confirm you have a solid internet connection or cell reception, and take the call in a quiet space to try to eliminate any extra background noise.

Show appreciation for the opportunity

Once you’re on the call, remember to thank the host for having you on the show and express your appreciation. Once the show is complete, be sure to leave a review for the podcast on iTunes.

How to promote your interview

After the show, most podcast hosts will send you a link to promote the show, and may even send you proposed copy for social media posts. Sharing and promoting your appearance makes a lot of sense. It helps spread the word and it’s good content that people may want to share. Look for multiple ways to promote it to your network.

After everything is said and done, ask your host for a review and use it in your marketing to boost your authority. If you own a local business, have them do the review through Google. Think of this as an opportunity to produce content and get amazing links and put your SEO on steroids.

Introducing a new podcast booking service called – Podcast Bookers

Want to streamline your efforts to get booked on podcasts? I’ve started a new service just for that. Podcast Bookers will help you create your one sheet, will show you how to pitch yourself, and will help book you as a guest on podcasts. For more information, click here.

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