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Guerrilla Tweaking
Usually, the best and most successful marketing is not created right off the bat. Instead, it’s the product of improving with minor but crucial changes in details.

10 Ways to Guerrilla Creativity
When it comes to marketing, guerrillas become creative in very special ways and they're not the ways that are demonstrated by most marketing.

What Guerrillas Know About Email
Guerrillas are well aware that free marketing exists in its most free state as email, which is far more than merely letters with free postage.

Where And When To Begin Marketing
Guerrillas are never stopped by analysis paralysis. Don’t let it stop you.

Top 10 Guerrilla Marketing Myths
The path to entrepreneurial success is mined with booby traps disguised as words of wisdom. Guerrillas can distinguish the facts from the fables.

The Process of Marketing
Marketing is not an event, but a process. How long does the process last?

The Truth About Technology
You’re aware, as all guerrillas are, of how technology can strengthen your marketing. You’ve also got to be aware of its limitations and of the new advancements that are taking place at breakneck speed. Don’t let those advancements overwhelm you. Very little becomes obsolete, but nearly everything becomes improved.

The Truth About Creativity

The concept of creativity is over 50,000 years old and has always been an inherent talent in Homo sapiens -- human beings, as we know them now. It was not an inherent talent in Neanderthal man. Michael Ray, a Stanford professor who teaches a course on creativity, says that creativity exists within everyone. He believes that when people can’t tap into their creativity, that doesn’t mean it doesn’t exist. Instead, it means that the creativity is being suppressed by what he terms as the voice of judgment – what I term as the inner censor. That’s what gets the blame for destroying self-esteem.

Guerrillas in the Real World
Marketing is a waste of money and time if you’re not attuned to the real world. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that’s a major problem, but to guerrilla, it’s an inviting chance to stand apart from the competition.

Why People Buy
Perhaps you already know why people buy, but do you know all 51 reasons? The more of those reasons you know, the better you'll be able to market.

When To Halt A Marketing Attack
The day you close the doors to your business is the only smart time to halt a guerrilla marketing attack. No other day is a good day for quitting.

Marketing Your Marketing
Don’t limit your marketing merely to the media you’re using. Market it all over the place. Anything worth promoting is worth cross-promoting.

How Long Till Marketing Works?
Whatever you do, don’t hold your breath while waiting for marketing to take affect. Instead, hold your horses because it’s not gonna happen instantly.

Follow-Up or Fall on Your Face

Guerrilla marketing preaches to the skies the importance of customer follow-up and prospect follow-up if you have even the vaguest notion of succeeding in business. Why do most businesses lose customers? Poor service? Nope. Poor quality? Nope. Well, then why? Apathy after the sale. Most businesses lose customers by ignoring them to death. A numbing 68% of all business lost in America is lost due to apathy after the sale.

Ill-Advised Marketing
What’s nearly as bad a no marketing at all? It’s ill-advised marketing. Guerrillas market like crazy, but none of it is ill-advised.

Guerrilla Marketing And Karate

The karate master learns everything necessary to slam his hand through the wooden boards. He doesn’t even think about the boards, only about seeing his hand on the other side of them. Their being shattered is not part of his vision. The board is merely an illusion. His hand beneath the cracked boards is the only reality the karate master will accept. Theory is what helped him earn his black belt, but he never would have earned it if he had not taken action.

Insights for a New Millenium
An old adage reminds us that if you have foresight, you are blessed, and if you have insight, you are twice blessed. Here are two insights to make you quadruple blessed.

Guerrilla Marketing as Sex
The whole idea of guerrilla marketing is to transform cold prospects into consenting partners. As with superb sex, marketers shouldn't be in a hurry, shouldn't direct their energies to disinterested people and must realize that the consummation of a loving relationship won't take place without proper wooing, without knowing exactly what turns on the prospect.

How Guerrillas Economize

When guerrilla marketers think of economizing, they don’t necessarily think of trying to save money. What they do think of is getting the absolute most from any money they’ve invested in marketing. They realize there are two kinds of marketing -- expensive and inexpensive -- and they know that expensive marketing is the kind that doesn’t cover the investment they’ve made in it, while inexpensive marketing pays rich rewards for their investment. Guerrillas have the insight to know that economizing has nothing to do with cost; it has everything to do with results.

The New Power Of Advertising

A website is an island. Advertising is a bridge to that island. Large and small businesses online are discovering that truth in a hurry – or else. Advertising is not what it used to be. The internet has changed its purpose and its strength. Rather than making advertising in the traditional media weaker, the net has made it stronger. That’s why all guerrillas must be aware of the new power of advertising.

Five New Rules for Marketing
Marketing is part art, part science and part business. Because it's such a subjective thing, there are few hard and fast rules. But here are five new ones to guide you in your quest to boost your profits with a minimum investment and avoid nasty surprises along the way.

Thinking Freely

This is the time to think freely. This is the time to think as hard as you can of what you can give away to your prospects for free. If you can possibly give away your product or service for a limited time, you have a good chance to habituate your prospects to your offering and a great chance to prove your service superiority. The idea behind this strategy is: give your prospects an ownership experience for free.

The Big Lie
All guerrillas know that the Big Lie is: Time is money. And they also know The Big Truth: Time is far more valuable than money.

Guerrilla Generosity
These days, there seem to be two kinds of businesses: givers and takers. Giver businesses are quick to give freebies to customers and prospects. The freebies may be gifts, but more likely come in the form of information. The right information is worth more than a gift and often even worth far more than money.

The Value of Change
Marketing people can be divided into two categories: those who resist change and those who welcome change. Guerrillas are in the second category. They not only welcome change, but they also are ready for change and respond to change.

Marketings Greatest Enemy
You work like crazy trying to attract attention and business, operating from a marketing calendar, committing to your strategy and doing everything right, resulting in an influx of customers -- but you lose them. They never come back.

360 Degree Marketing
Here's the problem: Your prospects and customers have short attention spans and millions of businesses attempting to attract their attention.

Growing Geometrically
Guerrillas don't try to grow only in linear fashion by adding new customers. They grow geometrically by mining current customers.

Guerrilla Planning

The first thing to know is that guerrillas plan backwards, beginning with the attainment of their loftiest goals in the future, then working back to the present. If you can allow yourself to visualize success, the path to it will be easier to find. Most companies see the beginning of the path in front of them, but don't see where it leads in the distance. Their short-sightedness gets them in trouble when change or unforeseen circumstances occur. It even impairs their ability to function when confronted with success.

Guerrilla Style
Because we're smack dab in the middle of The Information Age and because time is so darned important, guerrillas do not waste the time of the prospects and customers with gimmicks and pizzazz. Instead, they reward that time with beneficial information and solid content. The substance of their marketing is so lush, yet concise, that substance is their style.

Guerrilla Effectiveness

There is a world of difference between efficiency and effectiveness, and it’s in that world that guerrillas flourish. They are well aware of the power and omnipresence of the 80/20 rule and have probably read Richard Koch’s book, "The 80/20 Principle" because even its subtitle -- "The Secret of Achieving More with Less" -- is guerrilla through and through. It dramatically emphasizes the effectiveness that can be gained by simplicity.

The Magic and Tragic Words of Marketing
Magic words propel great ideas towards profitability. Tragic words doom great ideas to failure. Guerrillas know the difference.

Guerrilla Direct Response

Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it’s when you initiate direct marketing that you first taste blood.

Guerrilla Reality
Marketing is a waste of money and time if you're not attuned to reality. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that's a major problem, but to guerrilla marketers, it's an inviting opportunity to stand apart from the competition.

The Hidden World of Bartering
I remember vividly my first experience scuba diving. As soon as I went beneath the surface of the sea, I realized that an entire world existed every day within my own world-and I wasn't at all aware of it. Whether or not I knew of it, that world was still alive and happening.

Guerrilla Learning
Let's start with the bad news. Much that you have learned in the past, although God's own truth at the time, has changed, leaving you misinformed or uninformed, so that a lot of what you know is wrong. In social situations, your lack of information is inconvenient, but in business, it's suicidal.

Guerrilla Caring
All business owners care about their customers, but guerrilla marketers prove they care. Here are twenty ways that they prove it.

Guerrilla Problem-Solving
Guerrillas know that it's easier to sell the solution to a problem than to sell a positive benefit. That's why they position themselves as problem-solvers.

The Guerrilla Entrepreneur

WHAT IS A GUERRILLA ENTREPRENEUR? The guerrilla entrepreneur knows that the journey is the goal. He also realizes that he is in control of his enterprise, not the other way around, and that if he is dissatisfied with his journey, he is missing the point of the journey itself. Unlike old-fashioned enterprises, which often required gigantic sacrifices for the sake of the goal, guerrilla enterprises place the goal of a pleasant journey ahead of the mere notion of sacrifices.

Guerrilla Credibility
Every guerrilla knows that the number one factor influencing purchase decisions is confidence. The road to confidence is paved with credibility.

Guerrilla Pioneering
Guerrillas are terrified of pioneering, knowing that it meets with solid walls of apathy, confusion and fear. Here's how they handle it gracefully.

Guerrilla Television
Television time is more inexpensive than ever. It can also be more effective than ever if you understand it. This column will help.

Guerrilla Telemarketing
Telemarketing works wonders, but only if you do it right. Guerrillas know exactly how to do it right, and when you read this, you will, too.

Guerrilla Direct Mail
Get your profits off to a rip-roaring start with direct mail. To make every stamp and letter count, follow these seven steps and leave your competitors in the dust.

Guerrilla Headlines
Headlines are used in ads, commercials, telemarketing calls, direct mail letters, websites, sales presentations and more. Can you write great ones?

Guerrilla Proposals
It's at Proposal Time That The Rubber Meets the Road. To Get The Best Ride Possible, You've Got to Present a Guerrilla Proposal. Here's How.

Guerrilla New Business
The obtaining of precious new business is a whole lot easier than you may have imagined -- but only if you have the mindset of the guerrilla

Guerrilla Competitive Advantages
Everybody offers benefits in their marketing, but guerrillas stress those benefits that only they offer. That's where to hang your marketing hat.

Memorize These 12 Words Then Live By Them
I'm giving you a memory crutch so that you'll never forget these words. All 12 words end in the letters "ENT." Run your business by the guerrilla concepts they represent and you'll be in marketing heaven.

Guerrilla Bribes
The polite phrases for bribes are "advertising specialties" or "free gifts." Whatever term you use, know that bribes work on all demographic groups.

Guerrilla Persuasion
Marketing is persuasion at its core. You must persuade individuals or groups to part with one of their most prized possessions: -- their money.

Wonderful and Horrible Advertising
Because more marketing funds are invested in advertising than in any other weapon of guerrilla marketing, and because an embarrassingly huge amount of that investment is just plain wasted, marketing guerrillas know home truths about copy, graphics, what makes commercials good or bad, and why so much advertising fails.

What is Marketing in the First Place?

Marketing is absolutely every bit of contact any part of your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral customers. The three keys words in that paragraph are EVERY, REPEAT, and REFERRAL. If your marketing is not a circle, it's a straight line that leads directly into Chapters 7, 11, or 13 in the bankruptcy courts.

What Guerrillas Know About USPs
A USP is a unique selling proposition, first popularized in 1961 by advertising legend Rosser Reeves in his book, "Reality In Advertising." Your USP is your proprietary competitive edge stated in clear, concise terms. Every business must have one to succeed. But most businesses don't. Not surprisingly, most businesses fail. Your USP needs three traits to be effective:

How To Turn Birthdays Into Business
Birthdays are for gift-giving, right? Actually, by employing an amazing quirk of psychology, guerrillas can actually receive from people on their birthdays. And here's how.

Taking Advantage of Scan Motion
Here is a way for guerrillas to create print ads that increase sales by visually attracting the attention of a reader's unconscious mind. This method is called scan motion. This tip comes from Terry White, who I will let tell the rest:

GUERRILLA SOFT STEPS
It's a hard step for a prospect to decide to buy from you. Guerrillas make that hard step a whole lot easier by offering prospects several soft steps.

Community Involvement the Wrong Way

There are wrong ways to demonstrate community involvement as well. If you volunteer to work on a committee but are never available for meetings, or if you sponsor a little league team and don't show up for games, you're proving yourself to be crass and superficial, probably sucking up the community to get business instead of working for it for altruistic reasons. Consumers are more sophisticated than ever these days. People know the difference between serving the community and serving yourself. If you're not willing to devote honest time and energy to your community, you're better off skipping this weapon and leaving it to the real guerrillas in your community. I just hope for your sake that none are your direct competitors.

Downturns and Guerrillas
In every down economy, some businesses lose money while others seemingly coin money. This course is designed to put you into the latter category. The plain fact is that guerrillas have an advantage during tough times. They are able to work in relatively shorter time frames. Their penchant for information enables them to market more quickly and creatively to market needs.

Graphic Design Goal
Graphic design is based on objective goals, not subjective opinions like "I like red!" The design of your ads, brochures, newsletters, proposals, and web site should be determined by the image you want to communicate.

Looking to 2010: Marketing Advice for Small Business Guerrillas

OK, so 2008 and 2009 were not good years for small businesses. Demand was soft, those customers, who could pay, did so slowly, banks and other sources were very stingy with credit. If you made it this far, what should Marketing Guerrillas be doing looking at twentyten? Here are five specific recommendations based on the book, MORE Guerrilla Marketing Research. The key idea in the book is that when Guerrillas have a marketing problem, they should ask their customers and prospects for advice. Doing this will produce a better decision than going it alone--every time.

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.

B2B Strategy
Guerrillas are aces at obtaining things for free and also very wise in the ways they'll part with one thousand dollars.

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