John Jantsch
speaker
116 appearances
1 recordings
1 series
first heard Mar 2025
last heard Mar 2025
John Jantsch’s voice in public audio — every appearance, attributed to the second.
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Appearances
You know, so many people think marketing stops when you get the sale. To me, you know, the real opportunity is after you get the sale to focus intentionally on all the ways that you can upsell and retain customers and, you know, get them to be kind of your new lead generation sales force.
I'm doing great. You know, you stick around long enough, your bio and all that stuff just gets longer, doesn't it?
Yeah, and I'm sure you've seen it. I see it all the time, how many business owners don't really feel like they understand marketing, so they just kind of abdicate it to an agency or something. It's really how you kind of find yourself spending a whole bunch of money not knowing what you're getting for it.
So, you know, I went to work it right out of college actually for an ad agency and I really enjoyed it, but I was like, eh, you know, I want to do my own thing. Anybody, any dummy can run a business. So I, you know, jumped out with any real plan. I knew I could hustle work and that's what I did. You know, I got some big clients, little clients, big projects, little projects.
I got a couple, ironically, remodeling contractors, smaller businesses, kind of some of the folks you work with. And I really enjoyed working with them, but they were hard. I've been sort of classically advertising agency, big budget trained. A lot of small businesses certainly don't have the budgets, but don't even really have the attention span for marketing. And so I really said to myself,
I got to figure out how to work with these guys because I really enjoy working with the owner of the business who's writing the check to pay you. For me, it was just a lot more fun. So I created at that point, I said, look, I can't do this the traditional way. So I said, look, I'm going to create a system where I can walk into somebody and say, look, Here's what I'm going to do.
Here's what you're going to do. Here are the results we hope to get. Here's what it costs. You want it or not? And I found out pretty quickly they did want it because still today, I think one of the hardest things for a lot of businesses to do is to buy marketing services.
um you know they're all over the place there's some new new hot thing you know this week and so they they really get um confused and so so the fact that somebody was going to come in and say look we're going to we're going to install a marketing system it's going to start with strategy before tactics and and you're going to know what it's going to cost i think was kind of music to their ears and so i i built my practice pretty quickly that way and then uh um started attracting uh
other agencies who saw what I was doing and said, hey, we want to do that as well. It actually coincided with my first book, Duct Tape Marketing, where I basically describe my system. And so today we have about 400 agencies that we've licensed the Duct Tape Marketing system to. That use our methodology and then I do still have the agency.
And so we work with, you know, dozens of small to midsize clients, kind of almost as their fractional CMO is what we've started to characterize it as.
Well, I still sometimes wonder, but so few marketers do this. It really still is a differentiator. I mean, if somebody hires us, somebody comes to us and says, I need a website. We're like, yes, you do. But first we're going to develop a marketing strategy. We're going to truly understand your ideal client.
we're going to actually create a message that not only resonates, but promises to solve a problem for that ideal client. We are going to create a complete end to end customer journey from the time somebody gets to know you to the time they become an advocate. And we're going to pick the tactics that make only the most sense for attracting that ideal client. So with that kind of framework,
we can look out and say, okay, here's what the next 60, 90, 120 days needs to look like. Then we're going to move to the next stage and we can tell you what the next 60, 90, 120 days need to look like based on what we've got accomplished, based on where you're trying to go with your business.
And so just coming at it from that approach, rather than what most marketers do is they walk in and say, what do you need? Sure, we do that. Here's what it costs. And, you know, I'm sure that your listeners are a lot smarter than a lot of business owners, but most business owners don't know what they need.
So the idea that you're going to let them tell you what as a marketer, as a marketing agency, what they need is kind of silly. And so the fact that we come in and very much direct, we bring leadership to the organization.
uh we bring a plan and a strategy for you know what the next year of growth is going to look like um is is still today a to me it's the only way to do it but still today a great differentiator
Yeah. So yeah, we, we, you know, first thing we want to do is establish a baseline. Where are they today? What have they been doing? What's worked? What's not worked? What do they need to keep doing? What do they need to stop doing? That's like phase one. And then we have very much, we have actually, we call it the customer success track. We have stages for that.
And each of those stages have milestones. You mentioned Google business page. They haven't claimed that that's in the foundational stage. You know, we're going to make sure that, you know, milestones accomplished. Because we know that if we get, say, that foundation, all those milestones, all those things, boxes checked in the foundation stage, then we can actually move them to the next stage.
So a lot of times people will come to us and they say, run ads for us so we can generate more leads. Well, your website's terrible. If we spend money and send people to your website, all you're going to do is waste money. So first, we've got to fix the website. First, we have to figure out how to convert leads. Then we can actually start spending money.
We run people through those stages because we know that if we get their foundation fixed, we know what the promise is now of being able to generate leads. And then we can move to the next stage, being able to convert more of those leads. Then we can move to the next stage, actually turning more of those clients into repeat clients and referral clients.
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