Guerrilla Marketing on the Front Lines

35 World-Class Strategies to Send Your Profits Soaring

Jay Conrad Levinson, Mitch Meyerson

• Publisher: Morgan James Publishing
• Year: 2020
• Print ISBN: 9781600373770
• eBook ISBN: 9781600375262
• Topic: Commerce
• Subtopic: Marketing
• Index: Marketing

A comprehensive guide to creating low-cost, innovative, and unconventional marketing, featuring real-life stories from seasoned experts.

Let thirty-five world-class guerrilla marketing coaches teach you their time-tested tactics and strategies for getting new customers and turning them into your most enthusiastic fans! Here is a taste of what you're going to learn in Guerrilla Marketing on the Front Lines:

• Dozens of new high impact strategies for reaching and acquiring new customers . . . even on a shoestring budget
• Cutting edge online tactics designed to cut through the clutter and dramatically increase your visibility and conversion rates
•  The keys to developing high powered Guerrilla partnerships and affiliate programs that will leverage your time and actually make you money while you sleep

Are you ready to turn your own prospects into customers and then into raving fans who will buy from you again, and again, and again? Join us on the Front Lines and get ready to launch your own Guerrilla Marketing Attack!

PART ONE

Guerrilla Essentials

Guerrilla Marketing is based on set of time-tested principles. As you just read, it was developed for small businesses in 1983 by Jay Conrad Levinson. It contains strategies that can help anyone grow their business and boost their profits on a shoe-string budget. These strategies are based on sound marketing principals that include taking consistent action, leading with intentionality, having a strategic plan, and more. Part One gives you an overview of the Guerrilla Marketing core competencies and gets you to assess whether or not you are indeed a Guerrilla Marketer. So get ready—you’re going to learn from the best Guerrilla Marketing Coaches on the planet how you can launch your own Guerrilla Marketing attack today!

CHAPTER 1

GUERRILLA MARKETING COACHING

Taking It to the Streets

Mitch Meyerson

“The average person has four ideas a year which, if
any one is acted on, would make them a millionaire.”

~Brian Tracy

In 1984, Jay Conrad Levinson published his first book, Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business. This book launched the Guerrilla Marketing brand as a trusted resource and set the stage for the best-selling marketing series in history.

Most people recognize that if their business lacks savvy marketing, it’s usually dead in the water. Yet they often mistakenly confuse traditional advertising—which can be costly, complex and out of the reach for most companies—with Guerrilla Marketing.

While traditional marketing tools like expensive advertising are appropriate for mega-corporations, Guerrilla Marketing was created with small businesses and entrepreneurs in mind. Because it places highly effective, affordable marketing strategies and tactics within the reach of anyone who wants to start a business, it actually makes small size an asset instead of a liability.

And quite unlike what most people are used to, adherence to its tenets suggests that practitioners develop a novel attitude using unconventional strategies fueled by time, energy, imagination, and knowledge, instead of just marketing dollars. As a result, over the last twenty years, the Guerrilla Marketing movement has grown rapidly. The reason? It works. People all over the world have applied Guerrilla Marketing tenets to grow and sustain their businesses more profitably.

When I encountered the Guerrilla Marketing brand, I immediately recognized its power to make a difference in millions of people’s lives. But as a business coach with a strong background in psychology, I knew that, although millions of people were buying the Guerrilla Marketing books, probably only a few were taking action on the brand’s powerful ideas.

My experience in psychology told me that, despite their best intentions and strong beginnings, most people fail to act consistently and remain accountable to their own goals—that is, without the right kind of support. I believed Guerrilla Marketing needed something extra to reach its maximum effectiveness and profitability: a step-by-step action plan and coaching system.

Inspired by what such a system could do for the brand and for its adherents, I committed myself to creating the Guerrilla Marketing Coach Certification Program. My goal was to support business owners who wanted to launch their own marketing attack and needed additional guidance from coaches certified in Guerrilla Marketing principles and practice. To that end, I designed an intensive twelve-week program that trained coaches in Guerrilla Marketing concepts; ways to apply them in the “real world;” and advanced competencies and skills to keep their clients focused and accountable. I utilized Internet and teleconference technologies (very large conference calls) to expand the program’s reach, creating an arsenal of Guerrilla Marketing Coaches around the world, many of whom you will meet in this book.

A Good Idea Is Not Enough-Guerrillas Take Action

“Most people have “one-way” brains—they acquire
information and do nothing. Guerrillas have two way brains—they obtain relevant information and act on it.”

~Jay Conrad Levinson

Following the sage advice in this quote, I decided to contact Jay Conrad Levinson and discuss my Guerrilla Marketing Coaching concept with him. One of the brand’s fundamental precepts is “fusion marketing,” a core principle which states that by partnering with others, a company can expand its product or service offerings to geometrically grow it profits. If Levinson and I each contributed our separate set of resources and worked together, we could dramatically expand the reach of the Guerrilla Marketing brand through my coaching program.

In a well-crafted fusion-marketing partnership, both parties win, as each one benefits from the expertise and influence of the other. So instead of developing a new brand and creating original content, I decided to take Levinson’s rock-solid material and package it in an innovative way. Thus with a little time, energy, and imagination, I could increase sales of the Guerrilla Marketing books, extend the brand into the coaching industry, offer something new and useful to Levinson’s customer base, increase his coverage into new markets, and earn more profits for both of our companies.

Approaching a Marketing Partner

We’ve all heard of The Golden Rule paraphrased as: “treat others as you’d like to be treated”. However, in my opinion authors Tony Alessandra and Michael J. O’Conner go one better with their Platinum Rule: “treat others as they’d like to be treated.” and what truly motivates them. I do my best to remember this rule in all my interactions with others; approaching Levinson was no exception. That’s why, before I approached Jay, I was careful to.

• 

  conduct research prior to our meeting. I took time to find out as much as I could about Guerrilla Marketing and the father of Guerrilla Marketing himself;
• 

  clearly, concisely and specifically present my vision and expectations for our working relationship;
• 

  propose a simple deal, one that didn’t require either of us to look over the others’ shoulders;
• 

  I highlight and lead with “what’s in it for him,” not what a great partner I’d make;
• 

  give before I got. Since I was just starting out, I knew that this was a great way to build trust;
• 

  avoid using a sales pitch. Instead, I viewed it as an opportunity to share a great idea.

When I met him, I explained to Jay that I wanted to spearhead a GM coaching certification program which would geometrically grow his brand. After discussing it for a while, he concurred that it made sense to combine his marketing model with my coaching expertise. Within a few short months, I developed a comprehensive coaching program based on a rigorous twelve-week intensive course teaching the essentials and applications of Guerrilla Marketing. It included downloadable classroom materials, group tele-training sessions, and a plan for marketing it. Since then, our program has certified more than 230 coaches, many of whom are also trainers and writers. (For the full story visit: www.GmarketingCoach.com.)

And like the marketing industry in general, our program has undergone necessary adjustments to accommodate rapidly improving technologies and ever-growing Internet use. As a matter of fact, my current e-commerce businesses were built by applying Guerrilla Marketing strategies and tactics. Notwithstanding these changes, we have remained faithful to fundamental, time-tested Guerrilla Marketing tenets. And we always will, because they are based on basic human nature, which hasn’t changed in thousands of years and isn’t likely to change anytime soon.

Are You A Guerrilla?

When working with a Certified Guerrilla Marketing Coach, business owners just like you are asked to rate themselves on sixteen Guerrilla Marketing core competencies, and then retake the test after they’ve completed the coaching process. They are usually astounded by the profoundly positive effect of this exercise as it defines and actively strengthens the weaker areas in the marketing.

Since this book is a way for you to learn and implement Guerrilla Marketing strategies into your business, it’s your turn. Before you continue, spend a few minutes on the following self-assessment quiz and see how you measure up on the sixteen Guerrilla competencies. If you answer the questions honestly, and I sincerely hope you do, you will gain valuable insights into your current capabilities. Then, when you finish reading, create and implement a plan that makes the most of your strengths and “fixes” your weaknesses. When you have spent some time, preferably several weeks, working on your new Guerrilla inspired plan, retake the assessment quiz. See how far you’ve progress as a Guerrilla Marketer. You’ll be glad you did.

HERE’S THE QUIZ

Directions: Read each statement and score each competency on a scale of “1” to “10” (1 =poor, 10=excellent). Answer every question using your own perspective but also take into consideration how others, customers, clients, employees, etc., would answer them as well. Once completed, take a look at your answers and work on improving the skills that you rate six or less. This quiz is adapted from www.gmtoolkit.com. The sixteen competencies are shown below in parentheses.

____ 1. I see every contact with my customers and prospects as marketing. My words, attitudes and actions are all intentional and based on my marketing goals. (Intentionality)

____2. I look at all of my marketing from the customer’s point of view. I consistently make time to ask my customers and prospects what is it they really want. (Sensitivity)

____3. I am aggressive in my marketing efforts. (Aggressiveness)

____4. My marketing attack includes an assortment of strategies, tactics and communication vehicles. I am familiar with Guerrilla Marketing’s over 100 weapons and use many of them. (Assortment)

____5. If I surveyed my customers today they would agree that I follow-up in a consistent and timely manner. (Follow-up)

____6. I regularly use a marketing calendar to track and measure the effectiveness of my marketing efforts. (Measurement)

____7. My friends, prospects, and customers would all say I am enthusiastic and consistently positive in all my interactions. (Enthusiasm)

____8. I do not try to be all things to all people. Rather, I focus on having a clearly defined marketing niche. (Niche)

____9. I have a clear and specific strategic and tactical marketing plan that guides my daily, weekly, monthly and yearly action steps. (Marketing Plan)

____10. I use online marketing as one of my major marketing weapons. I utilize e-mail, a Web site, and the vast power of the Internet to reach new prospects and communicate with customers. (Assortment)

____11.1 build strong one-to-one relationships with my prospects and customers knowing that people buy from friends rather than strangers. (Relationships)

____12. My business is oriented to giving. I often provide free consultations, tips, gifts and information. I make generosity a part of my overall marketing plan. (Generosity)

____13. I look for ways to amaze my customers with exceptional service. (Amazement)

____14. I consistently use my imagination to develop marketing strategies that are unconventional and will capture the attention of my target market. (Imagination)

____15. I actively work on developing marketing partnerships with other people and businesses. (Partnerships)

____16. I consistently act on my marketing plan. (Marketing Plan)

(For a downloadable template of this assessment with
tracking chart visit www.GMarketingCoach.com)

So how did you do? Are you pleased with your current Guerrilla Marketing skills? I hope so. If not, don’t sweat it. Most of our coaching superstars will tell you that they, too, had their share of challenges in the beginning. The good news is help is only a few short pages away as the following chapters will focus on these sixteen competencies and real-world examples on how to become proficient in each of these areas.

In this book you’ll learn from thirty-five world-class Guerrilla Marketing Coaches who are also accomplished authors, successful entrepreneurs, educators, degreed professionals and public speakers. They’ll share invaluable insights into how Guerrilla Marketing works in “the real world.” You’ll find a treasure trove of true stories that illustrate how they’ve built their own and others’ businesses using hundreds of diverse strategies, tactics, and tools based on Guerrilla Marketing. And most of these accomplishments were achieved on shoestring budgets.

Whether you are a small business owner, a marketing representative, a nonprofit staff member, an entrepreneur, a student, or an employee of a multinational corporation, you won’t want to miss the powerful Guerrilla Marketing tools revealed in these pages.

If I could give only one piece of advice to someone who wants to achieve the kinds of successes the writers of this book have seen, it would be this: read each chapter in this book carefully and use every strategy and tactic that makes sense for you and your business.

After that, visit our authors’ Web sites and familiarize yourself with their unique and collective styles, content, product and service offerings, professionalism and credibility; then cherry pick the very best strategies and tactics for you and your business while adding your own distinctive touch. (And if you’re in need of a Guerrilla Marketing Coach to help you in a more personal way, you have the best-of-the-best to choose from!) So grab your favorite drink, sit down in a comfortable chair, and get ready to take a journey with our experts on the Guerrilla Marketing frontlines.

About Mitch Meyerson

Mitch Meyerson is a visionary, speaker, consultant and author of seven books including Mastering Online Marketing, Six Keys To Creating The Life You Desire and Success Secrets of The Online Marketing Superstars. He has been featured on Oprah and has created three groundbreaking Internet based programs: The Guerrilla Marketing Coaching Program, The 90 Day Product Factory, and The Online Traffic School. He has trained business owners worldwide and is also a dynamic speaker and musician. Visit him on the Web at: www.MitchMeyerson.com.

CHAPTER 2

GUERRILLA INTENTION

Dream It. Declare It. Achieve It!

David Wood, PCC

“True intention is demonstrated by attainment.”

~Dr. Victor Baronco

Whether you know it or not, you are marketing yourself every day to everyone. Whether you are standing in line at the grocery store or standing on a podium addressing a conference full of people, you’re getting the word out about who you are and what you are passionate about.

As a Guerrilla Marketer, you always use time, energy, and imagination to market yourself and your business. However, no amount of time, ...

Table of contents

• Cover
• Title Page
• Copyright
• Acknowledgements
• Table of Contents
• Foreword: The Power of Stories
• Introduction
• Part One - Guerrilla Essentials
• Part Two - Guerrilla Communication
• Part Three - Partnering for Profit
• Part Four - Grassroots Guerrilla
• Part Five - Innovative Guerrilla Tactics
• Part Six - The Guerrilla Organization
• Part Seven - Guerrilla Marketing on the Internet
• Epilogue
• Resources and Continuing Online Training
• Get Your Free Gift!
• About the Authors