I quit my job as an airline pilot to start an ecommerce business. Despite a lot of mistakes along the way I managed to make it successful, but I discovered that I basically created a job for myself as a shipper and receiver. I really didn’t like that any more than my previous job – but I knew that I really enjoyed teaching so I thought that if I could teach local small business owners what I had learned about online marketing I might really enjoy that – so I started that business.
What I quickly realized was that business owners were being bombarded by people selling online marketing tactics. I didn’t have a way to stand out from the crowd. That’s when I discovered Duct Tape Marketing, which is a leading small business marketing brand – a simple, affordable and practical method that is probably one of the best out there. They had already done what I wanted to do, and they were doing it well. They have a program where you like license their products and brand as an independent consultant and I though why reinvent the wheel. It is essentially a franchise model, and the benefit of a franchise is that you are using a proven system that delivers predictable results. That’s what I wanted to give to my clients and what I wanted to have for my business so it was pretty much a no brainer.
Because i use the system in my own business it makes it an easy sell to clients because i can just say “you are experiencing the system right now – the reason you are sitting here talking to me about it is because the system works.” The thing i like about the system and that makes it most unique is that it starts with strategy. Most marketing people are jumping straight into the tactics or spend very little time on the strategy. But if you don’t have a good strategy behind it then the tactics won’t work. Duct Tape Marketing starts with a very extensive development of marketing strategy to give you a solid foundation.
We start by identifying a client’s most profitable customers for established businesses – (or an ideal customer profile for new businesses). Then, from those we identify which of the profitable customers refer other customers. If you have enough of those then its job done – most of your marketing will be done by your customers. Then you create a detailed biographical sketch of those people.
If you are just starting out then you want to talk to as many of your target customers as you can and interview them. Secondly, I would find mentors that already have businesses similar to the one you want to create – not someone who is in competition with you, of course – but people who have done what you want to do, successfully – and there always is someone who has done it before – and then connect with them to get advice on how to get started.
Favorite Book: Success Principles by Jack Canfield
Want to get a free audiobook version of the book recommended by this week’s guest? Click here to download it.
Favorite Resource: LastPass.com
Guest: Kevin Jordan – Redpoint Marketing Consultants
Kevin is an Indiana native and graduate of Purdue University, where he studied aviation technology with the goal of becoming a commercial airline pilot. After a short stint as a flight instructor in New Jersey, he was hired as a First officer at Piedmont Airlines, a US Airways Express carrier, in the spring of 2005. After six years with the airline, he decided that the lifestyle required by the job was not for him, and he decided to start a home-based ecommerce business. Despite having no formal business training or knowledge of online marketing, Kevin was able to make the business profitable, and he left the airline industry for good in 2011. In 2012, he moved to Farmville to be closer to his fiancé Jen (now his wife). and shortly after started Redpoint Marketing Consultants with the goal of teaching local business owners the online marketing skills he had learned running his ecommerce business. In April of 2013 he completed the Duct Tape Marketing Authorized Consultant training program, and he is currently using the Duct Tape Marketing system to help his clients as well as build his own business.
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