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Episode Info: I've been wanting to speak to my guest, John Jantsch, for a long time. This is because I've been working with small businesses for most of my career. And small business marketing is John's sweet spot. We start the conversation talking about the new hipster haven—Kansas City, MO. Yep, you heard me right.  So of course, we get to talking about John's home town of KC, what's great about the city, and other creative havens popping up around the U.S. Then we get into John Jantsch's own story. How he found his way into the marketing world and marketing strategy for small business. We quickly learn that John was and is unemployable—he started setting his own course 28 years ago, mainly working with small businesses. Around 2000 he realized he needed to create a systematic approach to small business marketing done right. And this "system approach" is what really led to the Duct Tape brand. Most small businesses struggle with marketing. They need a simple, effective, and affordable approach like Duct Tape Marketing. So we discuss the genesis of his business and how it has evolved over the years. Then we dive into building a personal brand as an ultimate source of power. For me, any branding exercise is about taking ideas (sometimes a mishmash of stuff) and distilling those ideas down to something that effectively communicates to the right people. So, we take a deep dive into John's process of building the kind of brand authority that can attract new business and create more opportunities by speaking to the right people. John says effectively building a rock-solid personal brand all starts with a point of view. [bctt tweet=""Building personal brand authority is perhaps the most important element of marketing today." "] We also talk about the importance of the initial brand steps. This is usually called positioning—boiling a company's essence down to a paragraph, maybe even a sentence, or dare I say, one word. We talk about this and John's one word—practical. So we discuss the practical approach of the Duct Tape Marketing system and  how John has expanded on this word in his own branding. More on personal branding done right and making it online. Then we expand our branding discussion and talk through developing a point of view. How do you become that go-to person with a magnetic personal brand? For someone entering the crowded online realm now, how in the world do they become the go-to expert? Rise above the noise? By developing a specific point of view, sticking to it, and truly adding value to someone's life. Turn it into THE way. YOUR way. John has a framework called The Marketing Hourglass. The concept is really about spending time with the customer after they become a client. We get into the seven stages and why it's important to start with and end in mind by asking yourself the following: How do I want my customers to feel 180 days after a purchase? Always think about the customer experience fist, because a happy customer is your best refer...
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