Duct Tape Marketing

Creating customers offline will, in my opinion, always (okay, for the next few years, anyway) be the most profitable way for a small business to build long-term, high-profit revenue. But those revenues will never appear if you don’t master the online information space first.

The Client Tracker Profile will go far beyond the basic contact information of your clients and ask you to discover and record personal information about your clients such as the hobbies and interests I spoke about earlier in this chapter. Other areas may include family information and school information.
Individually this information will help you do a much better job of providing value to your clients. Collectively this information will help you understand and shift your ideal market description as well as the words and messages you use to communicate with this group. This tool can prove invaluable when a salesperson leaves your organization and a client is moved to a new salesperson.

The greatest problem my Ideal Prospect faces is that they have lost control over the various marketing initiatives and marketing materials that have been created on the fly over the years. Internally, there is no marketing accountability, and most, if not all, of the marketing responsibility falls to the owner of the business. They have also found it difficult to grow their business beyond its current market share due to increasing competition.
They desperately want to take their business to the next level.
The best way to reach these Ideal Prospects is through direct mail offering productivity tools, business workshops sponsored by trusted business professionals, and referrals from other business professionals.