It was an honor to be invited to be featured on the Duct Tape Marketing podcast with John Jantsch. I’ve admired John’s work and books for years. If for some reason you’re not familiar with him, you’re in for a treat. In this interview, we talk about moving away from pain point marketing and solving problems.
John asks me about all things content and strategy. This includes my “Challenge. Solution. Invitation.™” communication framework. We also dig into the methodology and why it’s important to focus on PASSION points instead of pain points. Some of his questions include:
- What’s your process for somebody that comes to you in the state of not wanting to use the type of problem-focused marketing that’s used by so many people?
- Can you give us some examples to illustrate what passion points are?
- Have you found that your framework approach works equally as well as a sales page as say a webinar?
John and I have very similar philosophies in business and he’s released another book that I think will be of interest to you. It’s called the Ultimate Marketing Engine: 5 Steps to Ridiculously Consistent Growth. You can grab your copy of The Ultimate Marketing Engine here.
Among other things, John shares a Duct Tape Marketing tip that the secret to success in business is to value your customer’s transformation over their transaction – that’s how you build trust and keep clients for life.
Enjoy the podcast and feel free to leave your comments and questions here. You can also access more interviews and resources on the Write On Creative Blog.