Courtesy of Thom Brogan via flickr
The Essentials of Guerrilla Marketing
By: Jay Conrad Levinson
Courtesy Of: Entrepreneur.com
15. Jul. 2008
As marketing continues to change, the secrets of guerrilla marketing continue to change. There are 18 guerrilla marketing secrets, and they guarantee you will exceed your most optimistic projections.
Memorize these words, then live by them. I'm giving you a memory crutch so that you'll never forget these major guerrilla marketing secrets. All these words end in "-ent." Run your business by the guerrilla concepts they represent and reap the rewards.
Commitment
You should know that a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen.
Investment
Marketing is not an expense, but an investment—the best investment available in business if you do it right. With the 18 secrets of guerrilla marketing to guide you, you'll be doing it right.
Consistent
It takes a while for prospects to trust you. If you change your marketing, media and identity, you're hard to trust. Restraint and repetition are two great allies of the guerrilla.
Confident
In a nationwide test to determine why people buy, price came in fifth, selection fourth, service third, quality second, and, in first place, people said they patronize businesses in which they have confidence.
Patient
Unless the person running your marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident. Patience is a guerrilla virtue.
Assortment
Guerrillas know that individual marketing weapons rarely work on their own, but marketing combinations do work. A wide assortment of marketing tools is required to woo and win customers.
Convenient
People know that time is not money — it's far more valuable than money. Respect this by being easy to do business with and running your company for the convenience of your customers, not yourself.
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From: Karen
10:59 EDT, 29.Jul.08