Levinson, Jay Conrad. Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. 2007.

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Part 1 the guerrilla approach

  1. The need for guerrilla marketing
    1. Guerrilla marketing differs from traditional marketing because the former is in your face marketing while the latter is tv and internet marketing. A Guerrilla marketer needs tv, internet, radio, magazine, newspaper, direct mail, word of mouth referrals, staple gun and circulars to post, passes out descriptive brochures to people so they can save time.
    2. Be about the customers and distinguish yourself from the competition. Check in with your customers. They need to know what you have and what you stand for. Customers must be informed. You must have a customer and prospect database. Focus on your reputation, quality, and be flexible; then, focus on innovating.
  2. What is guerrilla marketing today
    1. Getting as much contact with your business and the public. Engage prospects and customers to establish long lasting relationships because profits follow. Gain peoples consent to receive more marketing from you. Utilize the internet to put together awesome information/ content to give away. Target small groups. The smaller the better. Narrow the market. Pay attention to the details. It is all about them, not you. It is “you” marketing. What value can you add to them? Traditional marketing focuses on radio, tv, magazines, direct mail and the internet. Guerrilla marketers have 200 weapons to use from and you must know them all.
    2. Get referrals. Follow up and listen to customers. Spend your time on prospects and existing customers.
  3. The sixteen monumental secrets of guerrilla marketing
    1. Commitment
      1. You must have commitment to your marketing program
    2. Investment
      1. Think of that program as an investment
    3. Consistent
      1. See to it that your program is consistent
    4. Confident
      1. Make your prospects confident in your firm
    5. Patient
      1. You must be patient in order to keep a commitment
    6. Assortment
      1. You must see that marketing is an assortment of weapons
    7. Subsequent
      1. You must know that profits come subsequent to the sale
    8. Convenient
      1. You must aim to run your firm in a way that makes it convenient for your customers
    9. Amazement
      1. Put an element of amazement in your marketing
    10. Measurement
      1. Use measurement to judge the effectiveness of your weapons
    11. Involvement
      1. Prove your involvement with customers and prospects by your regular follow up with them
    12. Dependent
      1. Learn to become dependent on other businesses and they on you
    13. Armament
      1. You must be skilled with the armament of guerrillas, which means technology
    14. Consent
      1. Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale
    15. Content
      1. Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle
    16. Augment
      1. After you have a full fledged marketing program, work to augment it rather rest on your laurels.
    17. Overall, memorize these sixteen and run your business using them and you will be the happiest guerrilla. Disobey just one, then risk losing it all.
    18. A note on consistency and patience:
      1. The first time a man looks at an ad, he doesn’t see it.
      2. The second time, he doesn’t notice it.
      3. The third time, he is conscious of its existence
      4. The fourth time, he faintly remembers having seen it.
      5. The fifth time, he read the ad.
      6. The sixth time, he turns up his nose at it.
      7. The seventh time, he reads it thorough and says, “Oh, brother!”
      8. The eighth time, he says, “here is that confounded thing again!”
      9. The ninth time, he wonders whether it amounts to anything.
      10. The tentht time, he will ask his neighbor if he has tried it.
      11. The eleventh time, he wonders how the advertiser makes it pay.
      12. The twelth time, he thinks it must be a good thing.
      13. The thirteenth time, he thinks it might be worth something.
      14. The fourteenth time, he remembers that he wanted such a thing for a long time.
      15. The fifteenth time, he is tantalized because he cannot afford to buy it.
      16. The sixteenth time, he thinks he will buy it someday.
      17. The seventeenth time, he makes a memorandum of it.
      18. The eighteenth time, he swears at his poverty.
      19. The nineteenth time, he counts his money carefully.
      20. The twentieth time he sees the ad, he buys the article or instructs his wife to do so.
    19. Developing a guerrilla marketing plan
    20. Developing truly creative marketing
    21. Selecting the most lethal marketing methods
  • Secrets of saving marketing money
  • Research: the starting point of a guerrilla marketing campaign

Part II. Minimedia Marketing

  1. Truths about minimedia marketing

Part III. Maximedia Marketing

  1. Guerrilla-Style maximedia marketing

Part IV. New-Media Marketing

  1. Info-Media Marketing
  2. E-Media Marketing
  3. Human-Media Marketing
  4. Nonmedia Marketing

Part V. The nature of Guerrilla

  1. Guerrilla Company Attitudes
  2. Guerrilla Company Attributes
  3. Guerrilla Marketing Psychology

The 200 weapons of Guerrilla Marketing

Acknowledgments

Information Arsenal for Guerrillas