Location is Not Everything

Guerrillas are constantly on the lookout for important lessons from their peers. A good source of lessons is to analyze the sixty-second infomercials delivered at networking events.

For example, the three rules of Real Estate are, of course, "location, location, location."

But, these are not necessarily the three rules of service business success.

Yet, many service providers begin their sixty-second informercials by stressing their location: "at the Pease International Tradeport," "a mile from State Street Discount," or "Where Tortilla Flats Restaurant used to be."

Why encourage your listeners' minds to wander, when you can better spend the time communicating the benefits you offer?


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.

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