The New Secrets Of Guerrilla Marketing
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
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.
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.
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
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
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.
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
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
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