John Jantsch is pretty unassuming type of guy.
The day I met him in Boston, he looked like he was dressed to hit Nantucket or Martha’s Vineyard sporting his Nantucket Red pants. He even proudly tweets about them later in the day and includes an Instagram photo. I didn’t have the heart to tell him we only TELL people we wear red colored pants on the New England islands as it helps with red colored pants sales. He is an expert marketer, so I am sure he knows that already.
John and I are scheduled to meet for a cup of coffee prior to a 9:00 AM speech from marketing’s branded bald and bespectacled guru, Seth Godin. Only, John is a no show.
Not showing up is poor manners for a Midwesterner. John is clearly a gentlemen, so I don’t get upset fully expecting something has come up.
With a large crowd expected to hear Godin, I head to the large auditorium to grab two seats. I like to be strategic with my seating; this time it is right in the front row. Literally as I sit, I hear from John via text.
John is caught in a huge line to get into the conference. Hubspot, the Boston area-based SEO wunderkind company, has a hit on their hands with their yearly Inbound conference. John is a presenter and could probably pull rank, but he doesn’t. He waits politely and gets to me when he can. There are those manners and calm.
With little time to spare, John joins me up front. We chat for a few minutes and then I see a door open and an entourage heads towards the stage. In the middle is the man everyone has come to see. It is Mr. Purple Cow and Meatball Sundae himself, Seth Godin.
As Godin walks by, he looks my way and smiles. Man, I think, Seth must be reading MY BLOG as HE recognizes ME! As he gets closer, my bubble is burst as fast as it formed on my wand.
“Hi, John,” Godin says with a grin, “How are you?”
Duct Tape Marketing Thought Leader
Yes, I am an idiot.
For 2.5 seconds I forgot who I was sitting next to.
The tall, gap-toothed guy (a la fellow Midwesterner David Letterman) that has the charm and steadiness you expect from a guy from Missouri is a rock star in his own right. Godin is paying homage to his friend John Jantsch. I was nowhere in Seth Godin’s sight (but I did get to chat with him later on in the morning).
John Jantsch wrote the book Duct Tape Marketing before Hubspot had secured their first million bucks of venture capital. From the middle of Amercia, he saw that marketing was about to get turned on its head and held there by sticky, silver tape.
The New Marketing has Arrived
Marketing did as John Jantsch said it would and has become what I call THE NEW MARKETING. He has even had to revise his book in 2011 as things changed so rapidly.
You see, while those of us who were busy laying people off (including lots of marketing-types) during the big downturn, John Jantsch was seeing marketing shift from outbound (think loud commercials and mailboxes filled with junk mail) to inbound (think of the last thing you needed and then ‘Googled it’). With that notion he was helping small and medium sized businesses not only survive, but grow.
Wisdom in the Middle
For ten years I lived in Ohio. Being raised in the New York City area, I discovered that the Midwest invents a lot of things and then sells those things to folks on the left and right coasts.
Oh, you want examples? Abercrombie and Fitch, Victoria’s Secret, ATMs, barcode scanning, half the food you eat, have the drives-thrus you eat from, your insurance, your banking, deep dish pizza, barbecue spare ribs; I have to stop. I am getting hungry. But I will add to that list THE NEW MARKETING as explained in John Jantsch’s Duct Tape Marketing book.
Watch the Video
Don’t take it from me. Watch the interview below of this episode of Lead or Be Led. In part one, you will hear how John arrived where he did with Duct Tape Marketing. Tune in for part two and hear some of John’s latest observations.
After both episodes you will soon realize that John Jantsch in changing marketing from the middle. You won’t see his red pants in the video, but perhaps I can coax him to come back.
To watch the video on your MOBILE DEVICE, CLICK HERE.
John Jantsch Bio
John Jantsch is a marketing consultant, award-winning social media publisher and author of two best-selling books, Duct Tape Marketing and The Referral Engine.
His blog was chosen as a Forbes favorite for marketing and small business, and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.
Created by John Jantsch, the Ultimate Marketing System is a complete small business marketing system consisting of 5 modules that include audio, video, workbooks, worksheets and additional materials – the product of over 20 years of working with some of America’s most successful small businesses and independent professionals.
John Jantsch also created The Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.
Full Disclosure is that I believed in John’s system so much, that I have become a Duct Tape Marketing Consultant and I can help you complete your ultimate marketing plan. I have been trained by John so that you receive one-on-one attention from a marketing pro that can help you craft a powerful marketing plan, hold you accountable for completing each step, and then show you how to implement the plan to grow your business.