I mentioned this yesterday as the title of a book on marketing for the small businessman.
That title shows immediately that the author’s marketing know-how leaves something to be desired.
What’s your first reaction to that name? Positive or negative?
“Duct tape” suggests a temporary patch-up job using something designed for another purpose, because that was all you had available at the moment.
You want to learn how to market like that?
This is an effort at positioning – suggesting what something is by reference to something else the person is familiar with. Like “7-Up, the Un-Cola” or “Guerilla Marketing.”
It’s just a BAD effort. If you want to be associated with something, you better associate with something people have a positive attitude towards.
Of course the author meant to suggest a completely different concept.
But in using positioning, you have to work with the concepts your audience actually has.
You don’t want duct tape marketing, you want effective marketing for the long haul.