Quotes & Notes:
- “When an underdog fought like David, he usually won. But most underdogs don’t fight like David.”
- The book is all about working smarter, not harder.
- Let’s treat marketing as a system. That’s what Duct-tape Marketing became.
- If you can picture an hourglass, that top of the hourglass looks like a funnel. But what if the bottom half of the funnel became something that opens back up and instead of getting a one time customer at the end of that funnel, you get a repeat customer that also refers customers to you.
The marketing hourglass has seven steps in it, and the steps are:
Know, Like, Trust, Try, Buy, Repeat, Refer.
- When you start to think of marketing like this, everything you do in your business becomes a marketing function.
- A strategic partner is another business owner who serves the same target market that you do, but who is not your competition.
- This prospect of a strategic partnership is a long term endeavor, not something that you can do overnight, and it does take time, effort and energy from both parties to make it work really well.
- When you think of sponsorships, that what you think of, your logo slapped on somebody else’s stuff. And those types of sponsorships are great, that is some that you should do. It is not marketing.
- It is very very difficult to get people happy with your service to take the time and energy to leave a positive review with you online. So the flip-side to that is that somebody who has had a terrible experience, or a bad experience, and who feels like they have some sort of injustice, they are going to feel very motivated to take revenge by going online and leaving a negative review.
- If you have 10 or 15 positive reviews, if you get one, one star review, nobody is going to pay attention to that.
- You want to build up that positive online reputation so that when the totally unjustified negative reviews come in, its really no big deal.
- Whatever you do, don’t get into a public argument with your customers who leave the negative reviews, and don’t take legal action against them. The only thing worse than a negative review online would be a story in the media about you suing one of patients.
- You really need to go onto wherever this review is appearing publicly and respond in a way thats saying, “I’m really sorry about your experience.” You want to apologize not necessarily for what happened but apologize for that they had a bad experience. Let them know that you would like to do everything possible to resolve the situation, and invite them into a private forum where they can do that with them.
- There are so many people using mobile devices now, in fact, more people in the US access the internet with a mobile device than desktops and laptops combined. Google came out and said “If your website is not mobile friendly then we are going to make it more difficult for it to show up in search results.”