You must know that profits come subsequent to the sale. You must aim to run your firm in a way that makes it convenient for your customers. Put an element oi amazement in your marketing. Use measurement to judge the effectiveness of your weapons. Prove your involvement with customers and prospects by your regular follow-up with them. Learn to become dependent on other businesses and they on you. You must be skilled with the armament of guerrillas, which means technology.
Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels. You must have knowledge of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time.
With this knowledge, you'll have what it takes to develop a creative marketing program, and you'll produce creative marketing materials. It costs one-sixth as much to sell something to a customer than to a prospect. Some experts now peg that fraction as one-tenth. Direct your marketing funds toward follow-up, surpassing customer expectations, gaining repeat business, earning referral business, and enlarging the size of your transactions. Your growth will pay off in profits even more impressive than the money you'll save by the inward, rather than outward, thrust in your marketing.
The artistic end of marketing is not limited to words and pictures; it involves timing and media selection and ad size. If you run your ads and keep selecting media on blind faith, you are closer to a lemming. You've got to make your marketing as scientific as possible. This is one of those rare instances in which you can measure the effectiveness of your media scientifically. Avail yourself of it. Giving and receiving are two sides of the same coin. The coin is called business. Guerrillas have learned. They are extremely imaginative about what they can give, shifting their generosity into high gear and seeing the world through the eyes of their customers.
That's where to start when determining what to give away. But you can't delegate the passion or the vision. Those have to come from you. The first is the business you think you're in — the one mentioned on your business card. The second is the marketing business. Whatever you offer must be marketed The third business you're in is the service business. Customers must be served and helped from the moment you meet them The fourth business you're in is the people business.
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Your products are made by people, marketed by people, sold by people, and offered to people. There's a close correlation between your interest in people and your ability to convince and motivate them. Service is anything the customer wants it to be. Service is not what it says in your service manual, not what you've rendered in the past, and not what customers dread it will be. Instead, it's what they pray it will be. If you can ive up to this definition of service, you'll be practicing one of the most powerful marketing tactics in history — and also one of the very newest.
Nov 18, Chad Warner rated it liked it Recommends it for: business owners, marketers.
4 novel and brilliant approaches to guerrilla marketing
Shelves: marketing , business , sales , non-fiction. This edition was published in , so much of the tech-specific advice is outdated, but the principles remain true. I read this book because it was recommended by a local web developer, and I had seen it referenced in business magazines like Entrepreneur and Inc. I didn't learn as much as I had expected based on its reputation, but that's probably because I've read several other marketing books that featured guerrilla marketing tactics. Profits are the main numbers to pay attention to regarding marketing; not sales, responses, hits, traffic, etc.
Provide that information via seminars, articles, newsletters, etc. Raise the anticipated price with your reputation, presentation, and marketing. Jun 19, Amy marked it as not-going-to-finish Shelves: business , financial-peace. Might be a good book. Good ideas and quotes but the author is bombastic and obnoxious. It turned me off from the positive things he had to say.
- The Whole ACT.
- Sport Supplement Reference Guide.
- U.S. Marine Corps Strategy!
- Poetry of the Ancient Word: Greek (Annotated) (Poetry of the Ancient World Book 2).
- The French Betrayal of America.
- The Pear Grove?
- Joel Osteen - Christian Knight or Christian Lite.
Might finish someday. Probably not.
Feb 04, Robert rated it liked it Recommends it for: My dry cleaners The good: lots of inspiration for lots of different ways to market a product or service. Up to the minute advice on blogs, podcasts, search engine optimization, etc. It is worth reading, at least skimming and bookmarking the areas that you want to include in your marketing. The bad: repetitive, too long, too many bombastic claims of untold wealth if you just follow this simple tautology. The ugly: apparently you need to buy the other 5, books in the series Oct 15, Maliades rated it liked it. I only made it through the first 7 chapters or so before I had to return it to the library, and since I'm not yet starting up a business, I decided not to finish it right now.
However, the first 7 chapters seemed to really make sense, and it was a fairly engaging read, not dry. I think this book is an excellent choice for people starting their own business and anyone who owns a small business and is looking for some good marketing advice.
4 novel and brilliant approaches to guerrilla marketing - Real Business :Real Business
I definitely plan on picking it up again, someday, when I I only made it through the first 7 chapters or so before I had to return it to the library, and since I'm not yet starting up a business, I decided not to finish it right now. I definitely plan on picking it up again, someday, when I finally start a business of my own! Jun 18, Pablitomix Online rated it it was amazing. This book is most interesting in the world. Originally published in the early s, Guerrilla Marketing is a must-read for entrepreneurs searching for inexpensive yet effective marketing strategies.
Revised again and again, depending on which volume you select , the book offers not only simple suggestions for making the most of the smallest things but also fantastic marketing advice on everything from developing a plan to waiting patiently for your strategy to succeed. However, the version of Guerrilla Marketing focuses on bringing more customers in, rather than maintaining the current customer base. He provides numerous weapons for widening the customer base, giving ample detail on how each one should be worked. The volume obviously neglects the Internet and a view of the rewrite online similarly neglects the subject , but otherwise the real-word tips are hands-on helpful.
Levinson splits the book into five sections.
14 Guerrilla Marketing Strategies That Won’t Cost You A Penny
Section two focuses on mini-media marketing, reviewing everything from personal letters to telephone marketing to classified ads. I found the last especially helpful, as trying to place an ad in a major metro paper such as the Atlanta Journal-Constitution can be daunting at best. He then moves on to section three, maxi-media marketing, and reviews newspapers, magazines, radio, and direct mail. The fourth section describes non-media marketing; free seminars and demonstrations, trade shows, public relations, and miscellaneous marketing tools such as newsletters.
Finally, he closes the book with a section on launching your guerrilla marketing attack. The tips and suggestions within these pages have been implemented by successful small business owners for nearly twenty years. Implementing both humor and realistic examples, Jay Conrad Levinson has written a must-read for the small business owner involved in marketing that should be all of them.