On Guerrilla Marketing

I recently finished reading Guerrilla Marketing – Easy and Inexpensive Strategies for Making Big Profits from Your Small Business – by Jay Conrad Levinson.

Below are key excerpts from the book that I found particularly insightful:

1- “Marketing is every hit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money.”

2- “Marketing is the art of getting people to change their minds or to maintain their mindsets if they re already inclined to do business with you. People must either switch brands or purchase a type of product or service that has never existed before.”

3- “Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination. Today, they are different from traditional marketers in twenty ways. I used to compare guerrilla marketing with textbook marketing, but now that this book is a textbook in so many universities, I must compare it with traditional marketing.”

4- “The Sixteen Monumental Secrets of Guerrilla Marketing: 1. You must have commitment to your marketing program. 2. Think of that program as an investment. 3. See to it that your program is consistent. 4. Make your prospects confident in your firm. 5. You must be patient in order to keep a commitment. 6. You must see that marketing is an assortment of weapons. 7. You must know that profits come subsequent to the sale. 8. You must aim to run your firm in a way that makes it convenient for your customers. 9. Put an element oi amazement in your marketing. 10. Use measurement to judge the effectiveness of your weapons. 10. Use measurement to judge the effectiveness of your weapons. 11. Prove your involvement with customers and prospects by your regular follow-up with them. 12. Learn to become dependent on other businesses and they on you. 13. You must be skilled with the armament of guerrillas, which means technology. 14. Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale 15. 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. 16. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels.”

5- “Creativity comes from knowledge. 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.”

6- “Market primarily to customers, not to prospects. 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.”

7- “Marketing is part science and part art — and the art part is very subjective. The artistic end of marketing is not limited to words and pictures; it involves timing and media selection and ad size.”

8- “Unless you really keep track of all your media responses, you are not a guerrilla. 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.”

9- “As you know, guerrillas give things away. Giving and receiving are two sides of the same coin. The coin is called business. Guerrillas have learned. though they may have always suspected it in their bones, that the more they give, the more they receive. 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.”

10- “You can delegate the marketing tasks, delegate the marketing details, and delegate the marketing assignments. But you can’t delegate the passion or the vision. Those have to come from you.”

11- “No matter what you think you do for a living, you’re really in four businesses at once. 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. 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.”

12- “Whatever you think or thought service was, let me give you a new definition — a definition for guerrillas, a definition for a time when small businesses d all the help they can get and every possible competitive advantage. 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.”

Regards,

Omar Halabieh

Guerrilla Marketing

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