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The Duct Tape Marketing/Content Marketing Challenge (part 2)

Nearly three weeks ago I posted the first part of this challenge.  You can read it here to get up to speed:

The Duct Tape Marketing/Content Marketing Challenge (part 1)

The Cliff Notes version of that post is this:

  • I have an offline business called Carte Blanche
  • I want to convert the website for that business from an online brochure to a site that will attract potential clients AND pre-qualify them
  • I plan to use Content (or inbound) marketing as the main tool to do this
  • I’m using a great book called Duct Tape Marketing as a guide to systemizing my efforts.
  • What I do will be chronicled here on One Spoon so that others can follow, get inspiration, make suggestions, etc.

The Duct Tape/Content Marketing Challenge Part 2

Since I last posted I’ve finally got the Carte Blanche website switched from a static HTML website to a website that’s powered by WordPress as its content management system.

At the moment the priority is to start posting content that will get found by the search engines – and the ‘design’ is an element that will evolve over time.

I chose the WordPress Twenty Ten theme for the layout for now – purely on grounds that I know that theme pretty well.  But at some stage soon I’ll be using a premium theme – maybe Thesis.  That decision can be postponed for a few weeks….the main priority is posting regular content.

I’ve set up a section on the website called ‘How To Book A Band.’  And this is the ‘blog’ page of the website and where I’ll publish all my articles and posts for this site to.

Plug-Ins Used

In case anyone’s interested in what plug-ins I’ve used, I’m trying to keep it as simple as possible.  So far I’ve installed:

  • GASP (to weed out spam comments)
  • Smart YouTube
  • All In One SEO Plug In
  • WPTouch
  • Contact Form 7

I’m sure there will be more plug-ins installed over time – in fact once I’ve got a few more ‘posts’ on the blog/how to book a band section of the site then I’ll get one of the ‘Related Post’ plug-ins set up.

And at some stage soon I need to get Google Analytics up and running so I can start taking a look under the hood at what traffic we’re actually getting and where it’s coming from.

The ‘Duct Tape’ Process

In Chapter 2 of Duct Tape Marketing John Jantsch talks about identifying your ideal clients.  (I really like the part about firing 20% of your existing clients – very eye opening and very cool! Get the book and read it to find out more).

The majority of Carte Blanche’s work falls into two categories:

  • (1)   Corporate Functions
  • (2)   Weddings

Now until the economy improves substantially – and my estimate is 3 to 4 years – the corporate function market is going to be sluggish.  And as the bulk of corporate functions that we do are booked via a third party (entertainment agencies) what I want to focus on for this challenge and the website is attracting more wedding clients.

As I mentioned in the first part of the challenge, wedding clients used to be the main client base for Carte Blanche – but around 2002/2003 corporate clients formed the bulk of our client base.

So the Ideal Clients that we’re going to be targeting are wedding clients.  So I’ve started creating an ‘ideal target profile’ to use in our content marketing efforts:

  • Someone getting married(!)
  • Living or working in London (ideally)
  • Aged 28 to 40 (ish)
  • Getting married within 50-60 miles of London

Now if you read Monday’s post on The 3 Crucial Steps You Should Take Before You Create Any Content you’ll know that I advocate interviewing a Target Profile so that you can find out what kind of content they consume, how they consume it, and where they go online to get this kind of content.

I’ve found a Target Profile and will be interviewing her next week.  I can’t overemphasize what a crucial part of the process this is.  (This is a tweak to the Duct Tape Marketing system by the way – something that I picked up from The Brain Audit by Sean D’Souza).

Once that interview has been conducted then I can move onto the next part of the Duct Tape Process – which is uncovering our core marketing message.

Next Update/Task List

I’ll probably update this challenge every fortnight for the next few months.

Here is my task list:

  • 1)   Conduct Target Profile Interview
  • 2)   Transcribe Target Profile Interview
  • 3)   Post Regular Content to the blog/how to book a band section of the website.  That content will be both written articles and ‘video articles’ that will be posted to YouTube and other places
  • 4)   Set up a Facebook Business page – and syndicate any content created to that Facebook page
  • 5)   Work on the ‘core marketing message’ once Target Profile Interview has been assimilated
  • 6)   Do detailed keyword and specifically ‘long tail’ keyword analysis after Target Profile Interview


Here are links to the two books I’ve mentioned in this post – simply click on the link to the right of the images to get more details on Amazon.com:


Duct Tape Marketing by John Jantsch





The Brain Audit by Sean D’Souza




Your Shout

If you’ve got any thoughts or comments please use the comment section below and shout out!

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Comments on this entry are closed.

  • John Falchetto October 13, 2011, 2:30 pm

    Great post, I really enjoy how you are taking an offline business and growing an online presence for it.
    This is exactly what I did in 2010 with Expat Life Coach.

    Your ideal client approach is interesting. I used to look at geography and demographics as a barrier to entry for my ideal client list. Since I am online the barrier to entry isn’t geography or demographics but rather what I call taste. What is their taste, do they appreciate my approach to business coaching or not.

    So my ideal client is more someone who shares similar values to mine rather than a 30 year old male, expat business owner living in Asia for example.

    • Paul Wolfe October 13, 2011, 3:14 pm


      Thanks for stopping by.

      You’re more fortunate in the sense that because the internet is the medium that you’re using to attract clients – and because those clients can come from just about anywhere – you can actively filter out clients for your business and choose only those who are an ideal fit.

      For my offline business it’s no point me attracting interest from American brides for example, because although we do travel (!) we are unlikely to be chosen by an American bride and then flown over to the USA (although strange things do happen in our business!).

      The ideal client approach isn’t mine btw – it’s from both John and Sean. And I’ve seen it work with my bass business as well – so I know it works. In a nutshell: if you talk to ONE person who would make an ideal client, he (or she) will be remarkably similar to more potential ideal clients. So talking to one equals talking to many.

      Fully getting onboard with that idea – and working it to the nth degree – can take your business far!


      • John Falchetto October 13, 2011, 4:50 pm

        One of my clients is a musician.
        Part of his growth strategy has been to grow an online presence. He lives in Dubai but gets marriage gigs in Ireland, Canada and now the US.

        You don’t think an American bride would love a real British Band to play at her wedding? Umm I’m not so sure.

        I think when you go online, restricting yourself geographically kind of defeats the purpose.
        I have an offline business here which I advertise only through local newspapers, I only want clients from the area for that one.

        • Paul Wolfe October 13, 2011, 9:45 pm

          Hey John

          Well if that happened we wouldn’t turn it away of course! But being realistic, we are setting our goals closer to home for this business. Getting just 15 to 20 clients directly as a result of this next year – which is very doable by the way – will make a massive difference to the band.

          We won’t be restricting ourselves in terms of what we say when we’re approached – but in terms of how we couch our information we’ll be keeping our target profile very closely in mind.


  • Steve@Earn Money Online October 13, 2011, 2:46 pm


    Sounds like this is moving along on schedule. Are you going to put the interview on here? Or at least go over some of the pertinent questions, why you asked them and how they will help you? (I think that would make a great article)

    Anyhow, Keep it up. This sounds like it will be a very useful series.


    • Paul Wolfe October 13, 2011, 3:23 pm


      Yep, it’s moving along nicely thanks.

      I won’t be posting the interview here for various reasons. But I can certainly talk about the process – and my buddy Marina who’s an evangelist for Target Profile Interviews is writing a guest post on the topic too.

      The main things to watch out for in these interviews is:

      1) Find out where your target audience hangs out and looks for info online
      2) What kind of info they want (and in what format)
      3) Listen to the type of ‘language’ they use, so you can ‘talk’ to them in their language.
      4) Drill down to the ‘want factor.’ (Without going into too much detail – the want factor is what they actually want to do. Someone who buys a drill doesn’t want to own a powertool, they want to make a hole. That’s a simplistic explanation – but you should get the drift).
      5) Helps you get into their shoes so you can see what gaps there are in their knowledge

      These interviews are a veritable gold mine. I did one for an upcoming sales page – several quotes from the target profile will end up on the sales page.

      And yep, I’m hoping the series will help others out. (See my comment to Erica too).


  • Erica Allison October 13, 2011, 2:52 pm

    You had me at Duct Tape Marketing, Paul. :) Seriously, John Jantsch’s book is a killer way to frame your approach and it sounds like you’re off to a great start. Love the case study approach you’re using here and the systematic way you’re attacking your business marketing efforts. I have no doubt it will pay off. I’ve used similar approaches and it’s definitely worked!

    I’ll stay tuned in; this is fun!

    • Paul Wolfe October 13, 2011, 3:19 pm

      Hi Erica

      Yeah Duct Tape Marketing was a revelation for me – I had most of the pieces of the puzzle in my head already, I just needed a framework to deploy them for my offline business. Duct Tape Marketing is that framework – so it was a very synchronistic find!

      The Case Study Approach does two things – it lets me consolidate my own learning by creating a post. And it allows other people who may want to do similar things with THEIR businesses in the future follow along with the process – hopefully in 6 to 9 months I’ll be reporting significant progress. So not only will they be following a process that works – but one that they KNOW before they start will deliver results.

      Thanks for stopping by.


  • John Jantsch October 13, 2011, 2:56 pm

    Another good one Paul – by the way the interview process you talk about is a crucial one that we use as well. We also have a great process for taking the themes in your interviews (I would suggest getting 4-5) and turning them into what we call Your Talking Logo.

    Keep up the great process here and I look forward to reading more.

    And Erica – you complete me :)

    • Erica Allison October 13, 2011, 3:03 pm

      Oh John, you have no idea! {Swooning} :)

      • Paul Wolfe October 13, 2011, 3:16 pm

        Hey John

        Thanks for stopping by – and thanks for leaving a great PS! We can get too serious some times on the old Intertubes!

        Quick question – I don’t recall seeing reference to the idea of Talking Logo in Duct Tape Marketing. I’ve got Referral Engine but not had chance to read it yet – maybe it’s their? Can you point me in the direction of where I can find that info?

        Thanks again.


  • John Jantsch October 13, 2011, 3:24 pm

    Hey Paul, it’s in Duct Tape book, but I’ve written about it before too – here you go

    • Paul Wolfe October 13, 2011, 3:27 pm

      Hi John

      Thanks for that. I read the bulk of Duct Tape when I was resting and recuperating from my vasectomy! So forgive me if I’m hazy on the finer details. I’ll be checking that out later!


      • Paul Wolfe October 13, 2011, 3:29 pm

        I just read that page….of course I remember it. that was one of the parts of the book where I went A-HA. (But I’d not attached it the label ‘Talking Logo’ in my brain).

        Thanks again.

  • Eugene @ Content Strategy October 14, 2011, 3:47 pm

    The interview process is a great idea. I think you’ve mentioned it before but for some reason it completely escaped my mind with the launch of the new site. I’m going to have to look into this – shouldn’t be a problem finding people to interview in NYC :)

    • Paul Wolfe October 14, 2011, 5:47 pm


      One of the things that’s great about it is that it forces you to really drill down and work out what kind of people you want to be targetting and attracting.
      And you don’t have to do the interview physically – skype works just as well, especially if you’re audience is international. Which I’m guessing yours would be.


  • Ana @ Bounce Rate October 14, 2011, 5:34 pm

    The Duct Tape Method seems like a great strategy. I also like the interview process as a way to vet clients. I need to apply this more often.

    • Paul Wolfe October 14, 2011, 5:46 pm


      The Duct Tape Method is a book definitely worth reading. And there will be more on the Interview Process here at One Spoon very soon…got a guest post in the works from one of my mastermind group.

      Hope you’re well.


  • Brankica@images for blogs October 14, 2011, 11:37 pm

    I like following this, just wanted to say that the new default WP theme, twenty eleven is awesome as well. I am using it on a site and with a few tweaks it looks completely different than the default one :) Gotta love those clean easily-customizable themes :)

    • Paul Wolfe October 15, 2011, 12:06 pm

      Hey Pit

      Thanks for stopping by – yeah I’ve always liked Twenty Ten. In fact I used it here on One SPoon before I bought Thesis. That’s why I’ve used it so far for the offline business – purely because I’m very familiar with it.


  • Jack@Sunrise Yoga Dartmouth October 16, 2011, 11:24 am

    Hi Paul
    I too run and offline business with an online presence. I run a yoga studio called Sunrise Yoga in Dartmouth Nova Scotia. Over 60% of our new clients come almost equally from two sources:
    — Referrals (Word of Mouth)
    — Online search.

    In our local area I own the first page of Google for the search term `Sunrise Yoga` and I am on the first page in the first 1- 5 results for the search term `yoga in Dartmouth` along with the other yoga studios in Dartmouth.

    I am very interested to see how you go about developing your online presence and what I can add to what I am already doing online for my offline business.

    On to the next step.

  • Hi Paul,
    Great Article and I appreciate the book suggestions. I can never read enough books :)

    If I may offer something in regards to going after the right prospect. This is crucial and you are headed down the right path. Like the old saying goes, you can’t sell meat to a vegetarian.

    Here’s my two cents, I was in the jewelry industry for over twenty years and have some wedding catering experience. So think about the process of getting married and possibly doing a JV with them. Example, when I was selling jewelry online and would happily sent out an email to my list that would help my clients with planning a wedding.

    I have a lot more ideas, if you are interested, lets connect on skype: jefffaldalen

    Hope this helps,

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