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Most people are familiar with the laws of motion, but few have thought of it in the context of marketing....


Newton's first law of motion states:

"An object at rest tends to stay at rest and an object in motion tends to stay in motion with the same speed and in the same direction unless acted upon by an unbalanced force."

If someone came up to me on the street and asked me what business they should start today, I would tell them "one that already has a hungry market that is not being served." To me the hungry market is an object already in motion.
Most business owners give little or no thought to the market for their product or service before jumping in. The typical business is started by someone who knows how to do something but has likely given little thought to whether or not there is significant enough anyone who wants or needs that something.
If you've already got a business you are trying to get in motion, then you must find a way to package what you do so that it attracts a hungry market. Trying to create and communicate things that people should need, or worse, don't need or want, is like getting the big rock at rest to start rolling. Far better to jump on the rock that is already in motion and find ways with your marketing tactics to get out in front of that rock.
Develop an already moving rock market focus and strategy, become a known expert on that rock, be consistent and repetitive - exert an unbalanced force on the already moving rock and get it to move faster.
That's the Duct Tape Marketing First Law of Marketing Momentum.

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ABOUT THE AUTHOR
image of John Jantsch

John Jantsch
Duct Tape Marketing

John Jantsch is a veteran marketing coach, award-winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson, due out in the fall of 2006.

He is the creator of the Duct Tape Marketing small business marketing system.

His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site.

He is a popular presenter of marketing workshops for organizations all across America.

What Others Are Saying About Duct Tape Marketing...

"Clever marketing ideas galore and lots of contrarian thinking on what works and what doesn't."
~ Forbes magazine

"For growing businesses in search of some great marketing ideas, Duct Tape Marketing is a worthwhile online pit stop."
~ Entrepreneur Magazine

"A great resource for small business owners looking for hands-on marketing ideas they can use today. John Jantsch's daily posts discuss what works -- and what doesn't -- when marketing a small business."
~ Inc Magazine

“Business blogger John Jantsch, a Kansas City marketing consultant, has built quite a following with his Duct Tape Marketing site. The blog provides small-business readers with successful marketing techniques that don't require a large budget to execute.”

~ Harvard Business School