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Hello {FIRSTNAME},
Welcome to all of our new subscribers!
In this week's edition of Etips, Jay Conrad Levinson, of
GuerrillaMarketingAssociation.com, will reveal 'The New Secrets of Guerrilla
Marketing.'
I hope you'll enjoy the publication.
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 The
New Secrets of Guerrilla Marketing
By
Jay
Conrad Levinson © 2005
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.
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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 new
http://www.GuerrillaMarketingAssociation.com,
you’ll find lots of profit-producing ideas plus a list of 100 marketing
weapons. Join up for phone and online access to The Father of Guerrilla
Marketing. |
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