It wasn't always the case, though. You see, I am a scientist turned marketer. In fact, in the early stages of my career, I resisted all forms of marketing. I was an idealist, and I believed that all decisions are made rationally based on evidence. Boy, I was wrong.
Right after graduating from Pharmacy School with my Doctor of Pharmacy (Pharm.D.) degree, I began working in the Pharmaceutical Industry. My head was full of clinical data, and my heart was full of the desire to practice good medicine. Then reality hit me squarely between the eyes. I quickly realized that decisions weren’t made rationally, even in Medicine! That’s when I became curious about what drives human desires and behavior, and I fell right into a career in marketing.
After 15 years leading marketing for pharmaceutical products, I learned that excellent marketing is simply an open and honest conversation between two people: Someone with a need or desire, and someone with a potential solution. That’s it! It isn’t about playing games, or spinning information, or convincing people to buy. I could even argue that we are “marketing” all the time, whether we know it or not (but that’s another conversation for another day).
The principles of marketing and human behavior don’t change much, but the way we engage in the conversation changes, and it has changed. A LOT! It can be overwhelming for even the biggest businesses with huge marketing budgets. The key to marketing success isn’t finding some new fancy tactic, but having a solid, well thought-out strategy. And that’s what Forlight Marketing does best.
When you hire a Certified Duct Tape Marketing Consultant, you are getting decades of marketing experience at a fraction of the cost. Certified Duct Tape Marketing Consultants use a proven marketing process that has worked for clients of all sizes, over and over again.
Developed over 20 years ago, Duct Tape Marketing is a way to install a turnkey marketing system into small to mid-size businesses. John Jantsch, its founder, has written several books and earned accolades from Forbes, CNBC, the New York Enterprise Report. His books have reached the Wall Street Journal bestseller list. Forbes chose Jantsch’s Duct Tape Marketing blog as a favorite for marketing and small business, and his Duct Tape Marketing podcast was called a “must listen” by Fast Company magazine. John has delivered keynote speeches to organizations such as American Express, Microsoft, Verizon, HP, and eBay. He is the featured marketing contributor to American Express OPENForum.
Each Duct Tape Marketing Consultant completed a rigorous initial training. They continue training at events throughout the year that ensure they are the best at the marketing game.
Being a part of the Duct Tape Marketing Consultant Network means:
Michael Gerber said Duct Tape Marketing is “just like its namesake – Duct Tape – it’s good, incredibly smart, amazingly practical, and immensely sticky stuff.”
“CAREFUL! Duct tape is a serious too! It sticks where you put it. So are the ideas in this book. If you’re ready to make a commitment and are willing to make something happen, John’s book is a great place to start.” – Seth Godin, author of Purple Cow
“John Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities – offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it; all your competitors will.” – John Battelle, cofounding editor or Wired and author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture