Like it? PLEASE +1 it! Thanks! Evan Signature
Evan Carmichael Top Header about About

The New Secrets of Guerrilla Marketing



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 15 secrets that guarantee you will exceed your most optimistic projections, however dreamy they may be.

MEMORIZE THESE 15 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 15 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 youíre 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. Donít waste money on people who donít 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.

These 15 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 37 languages, and required reading in many MBA programs worldwide. Just 15 words, but each one nuclear-powered and capable of propelling you into the land of your dreams.


Related Articles

  What is Marketing in the First Place?
  Monumental Secrets of Guerrilla Marketing Ė Tactics
  The Way of the Guerrilla
  What Is Guerrilla Marketing?
  Downturns and Guerrillas
  Guerrilla Publicity
  Fusion Marketing
  Memorize These 12 Words Then Live By Them
  The Designated Guerrilla
  Guerrilla Marketing And Karate
  GUERRILLA SOFT STEPS
  Follow-Up or Fall on Your Face
  Guerilla Marketing Weapons by Jay Conrad Levinson
  The Big Lie
  Advertising No Longer Has to Make the Sale
  Twenty Keys to Success
  Your Mission
  Guerrilla Marketing Yourself
  Secrets of Internet Marketing Millionaires! ~WHAT 97% OF MARKETERS DON'T DO
  Growing Geometrically

Home > Entrepreneur-Advice > Jay Conrad Levinson > The New Secrets of Guerrilla Marketing >

PDF
Free PDF Download
Q. What suggestions do you have for retailers who do e-mail marketing?
By Jay Conrad Levinson

About the Author: Jay Conrad Levinson

RSS for Jay's articles - Visit Jay's website
Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide.
Click here to visit Jay's website.
Dashed Line

Guerrilla Marketing
More from Jay Conrad Levinson
IllAdvised Marketing
Trade Show Tidbits
Advertising No Longer Has to Make the Sale
Top 10 Guerrilla Marketing Myths
The Guerrilla Entrepreneur

Related Forum Posts

Re: What is your Business? Re: What is your Business?
Re: What would you do with your last $1000? Re: What would you do with your last $1000?
Re: Letís talk about the ways of marketing your products, servic Re: Letís talk about the ways of marketing your products, servic
Glad to be a member! - We Consult businesses FREE! Glad to be a member! - We Consult businesses FREE!
Re: Should Evan add a "Social Media Marketing" category to the f Re: Should Evan add a "Social Media Marketing" category to the f

Share this article. Fund someone's dream.

Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Share for a Cause

Worksheets
By: Evan Carmichael











Like this page? PLEASE +1 it! Evan Signature

 

Name:
Email:
Subscriber Counter
  Supporters: Thank you Sharon Galor of Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs! 
Connect with Evan google plus facebook Twitter YouTube Contact