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Hello,
Welcome to this week's edition of Etips.
Happy New Year! To start the New Year off right, in this week's edition of
Etips I will be featuring an informative article, written by the Father of
Guerrilla Marketing, Jay Conrad Levinson. Jay's article titled, The
New Secrets of Guerilla Marketing, will provide you with the most important
things you need to know about marketing.
I hope you will enjoy the publication and wish you a happy and prosperous
New Year.
To your success!
Visit the Ebook Starter site to download a free trial
version
 The New Secrets of Guerrilla
Marketing
By
Jay
Conrad Levinson
The most important things you need
to know about marketing are in this column. In the few minutes it takes you
to read this, you'll learn more basic truths about marketing than you'd pick
up with a score of MBA degrees under one arm and all the marketing books
ever written, including mine, under the other.
As marketing continues to change, the secrets of guerrilla marketing continue
to change. Originally, there were three secrets, then seven, then twelve.
Now, I'm going to clue you in on the 16 secrets that guarantee you will exceed
your most optimistic projections, however dreamy they may be.
MEMORIZE THESE 16 WORDS THEN LIVE BY THEM.
I'm giving you a memory crutch so that you'll never forget these words, each
one representing a major guerrilla marketing secret. All 16 words end in
the letters "ENT." Run your business by the guerrilla concepts they represent
and your marketing dreams will come true.
1. 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.
2. INVESTMENT: Marketing is not an expense, but an investment -- the
best investment available in America today -- if you do it right. With the
15 secrets of guerrilla marketing to guide you, you'll be doing it right.
3. CONSISTENT: It takes a while for prospects to trust you and if
you change your marketing, media, and identity, you're hard to trust. Restraint
is a great ally of the guerrilla. Repetition is another.
4. 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 are confident.
5. 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.
6. 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.
7. CONVENIENT: People now know that time is not money, but is 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.
8. SUBSEQUENT: The real profits
come after you've made the sale, in the form of repeat and referral business.
Non-guerrillas think marketing ends when they've made the sale. Guerrillas
know that's when marketing begins.
9. AMAZEMENT: There are elements
of your business that you take for granted, but prospects would be amazed
if they knew the details. Be sure all of your marketing always reflects that
amazement. It's always there.
10. MEASUREMENT: You can actually double your profits by measuring
the results of your marketing. Some weapons hit bulls-eyes. Others miss the
target. Unless you measure, you won't know which is which.
11. INVOLVEMENT: This describes the relationship between you and your
customers -- and it is a relationship. You prove your involvement by following
up; they prove theirs by patronizing and recommending you.
12. DEPENDENT: The guerrilla's job is not to compete but to cooperate
with other businesses. Market them in return for them marketing you. Set
up tie-ins with others. Become dependent to market more and invest less.
13. ARMAMENT: Armament is
defined as "the equipment necessary to wage and win battles." The armament
of guerrillas is technology: computers, current software, cellphones, pagers,
fax machines. If you’re technophobic, see a techno-shrink.
14. CONSENT: In an era of non-stop interruption marketing, the key
to success is to first gain consent to receive your marketing materials,
then market only to those who have given you that consent. Don’t waste
money on people who don’t give it to you.
15. AUGMENT: To succeed online, augment your website with offline
promotion, constant maintenance of your site, participation in newsgroups
and forums, email, chatroom attendance, posting articles, hosting conferences
and rapid follow-up.
16. CONTENT: Don’t believe that old adage, "Sell the sizzle not
the steak." Sophisticated consumers these days know the sizzle from the steak
and prefer the steak every time. Your substance, not your style, will carry
the day for you.
These 16 concepts are probably the reason that many start-up guerrillas now
run highly successful companies. They are the cornerstone of guerrilla marketing,
now the most popular marketing series in history, published in 39 languages,
and required reading in many MBA programs worldwide. Just 16 words, but each
one nuclear-powered and capable of propelling you into the land of your
dreams.
About the Author:
| Jay Conrad
Levinson is the author of the "Guerrilla Marketing" series of books, the
most popular marketing series in history with 14 million sold, now in 39
languages. At his
http://www.GuerrillaMarketingAssociation.com
website, you’ll find a new source of profit-producing ideas plus a list
of 100 guerrilla marketing weapons. Join up for telephone and online access
to The Father of Guerrilla Marketing. |
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