“Stability and security comes from creating a "Web of Profits" in your business. Do you have a number of different sources within your business to support you? Or, are you relying on only a few? Or, even worse, relying on only ONE primary source of profit?
The majority of businesses rely on fewer than five profit sources - and think in terms of "profit centers." In other words, a collection of different channels of profit from individual sales of products or services (retail), bulk sales (wholesale), joint ventures, ownership interests, licensing and/or other arrangements, and so on.
But, when you create a "Web of Profits" in your business - that is, an interconnected approach that integrates a variety of profit sources and activities together into a single unit of functionality - you stand a better chance of leveraging your business in new ways.”
“The basics of marketing are all about people, value, service and clarity. They are about planning and attitudes, about economizing and taking action. Although marketers are being offered a dazzling array of new marketing techniques, tactics and weaponry, the dazzle seems to be blinding them when it comes to the crucial fundamentals.” -Jay Conrad Levinson
“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 guerrillas, it’s an inviting chance to stand apart from the competition.
Reality to guerrillas is the realization that their prospects are constantly being bombarded with marketing, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services. Guerrillas know that they’re not marketing in a vacuum, but in a world where many factors, other than their own hopes and dreams, influence the way their prospects will act.
Guerrillas are aware of the reality of the immense role of technology in attracting and serving customers. They know that if they’re not keeping up, they’re probably falling behind. If they’re not embracing current technology that allows them to render superlative service, their competitors may be using it to woo away their customers.”
“If you’re looking for reasons for people to buy from you, let them help you aid a social cause. If they patronize your business, they’ll gain all the benefits you offer – plus they can help save the environment, or stop AIDS in its tracks, or cure multiple sclerosis, or save whales.”
We are a society of procrastinators. We need that pending deadline or compelling reason to act now. In today’s busy lifestyle, it’s very difficult to actually get people’s attention. So when you do get their attention, you don’t want to lose it. That moment in time, when you have grabbed their attention and aroused their interest, is the best opportunity you will have to get them to take the action you want.
2. Offer Something for “Free”.
Combined with a sense of Urgency, a “Free Offer” motivates people to act. Remember, it’s not the value of the free offer that’s important…it’s the “perceived value” of the offer that’s important. Make sure you include the dollar value of the offer so people can appreciate the cost for them, if they don’t take the action you want.
3. Include a “Call to Action”.
Decide what exactly you want them to do and then tell them exactly how to do it. “Go to the phone and call our Toll-Free number to receive….”
“Guerrillas know that they must seek profits from their current customers. They worship at the shrine of customer follow-up. They are world-class experts at getting their customers to expand the size of their purchase. Because the cost of selling to a brand-new customer is six times higher than selling to an existing customer, guerrilla marketers turn their gaze from strangers to friends. This reduces the cost of marketing while reinforcing the customer relationship. To guerrillas, follow-up means marketing to some of the most cherished citizens of planet Earth -- their customers.”
-Jay Conrad Levinson, Father of Guerrilla Marketing
There are a number of differences between Guerrilla marketing and “Traditional” marketing. Here are some examples of the differences between Guerrilla marketing and Traditional marketing.
Instead of investing more and more money in the marketing process, Guerrilla Marketers invest in four different areas:
1. Time
2. Energy
3. Imagination
4. Knowledge
Guerrilla marketing maintains that you do have to spend some money, but it doesn’t depend solely on spending cash. Cash flow is always an issue for any small business but especially new start-up businesses. Guerrilla marketing revolves around spending your other resources: your time, your energy, imagination and knowledge.
Many small business owners and entrepreneurs say “Just tell me what works. I don’t have time to try and test different marketing strategies.” They want the “cookie-cutter”, one size fits all marketing strategy.
If there was one strategy that worked, everyone would be using it. Everyone would be successful and the only difference from you and your competition would be price. If this was the case, would there be much room for profit? NO!
What works are marketing combinations, used consistently through trial and error. And the good news for you is that most people won’t use the time, energy, and imagination to consistently use marketing combinations. This is where you have the opportunity to compete with businesses that are bigger than you; have been around longer than you and have more money than you.
Guerrilla Marketing utilizes marketing combinations based on over 100 marketing weapons.
When a prospect or customer needs what you sell, do they automatically think of you? If they do, you have achieved “Top of Consciousness” or “Top of Mind Awareness”. If they don’t think of you first, you are losing out on potential business.
One of the best ways for building your Guerrilla Relationships and “Top of Mind Awareness” is through personal contacts. Here are some ideas to give you a reason to “Pop-By”:
-Drop off a flyer or brochure (Especially a new special offer)
-Drop off a free sample
-Deliver some discount coupons
-Drop off a free gift
-Drop off an article or Press Release about your company
-Introduce a new employee in person or even the CEO
-Deliver your newsletter in person
-Deliver an order
-Take some coffee and/or treats
-Introduce a new local business owner (non-competitor)
-Introduce a new customers or client (non-competitor)
-Introduce a local public official or community leader
-Deliver a customer service or product survey for them to complete
Customer relationships are vital, especially during these tougher economic times. Remember your best prospect is a current customer.
Today people have short attention spans. To add to this problem there receive thousands of advertising messages everyday. So how do you penetrate the minds of your target market? You do it with 360 degree Guerrilla Marketing.
What is 360 degree Guerrilla Marketing? It is marketing to your prospects and customers from every direction and on a consistent basis.
Most businesses use only a very few selected marketing strategies. And they don't use these strategies on a hit or miss basis.
Guerrilla Marketers have over 100 marketing weapons at their disposal and use as many of them that they can implement effectively. They use these strategies on an on-going basis, based on their Guerrilla Marketing Plan and Calendar.
Guerrilla Marketers strive for that "Top of Consciousness' or "Top of Mind Awareness" that is necessary to make it through the cluttered mind of today's consumers.
"You do all the right things; you give them a good product or service, you give them a fair price, you treat them good, but they don't come back. Do you want to know why they ignored you, why it was so easy for them to put you out of their minds? It's because you ignored them.
It's because you made the sale and then made the grave but all-too-common error of thinking that your marketing job was over. That was a terrible error. Nearly 70 percent of business lost in America is lost due to apathy after the sale. Apathy is the deadliest enemy of marketing."
When do you think about marketing? If you are like most businesses, you only think about marketing when things slow down. The Guerrilla Marketer thinks marketing…every day. Remember, marketing is a process not an event.
The business owner asks, “How do you market everyday?” In Guerrilla Marketing we teach over 100 Marketing Weapons and then build your 7-Step Marketing Plan which is the basis for your yearly Guerrilla Marketing Calendar. Your daily marketing activities come from your marketing calendar.
The most effective strategy for developing a daily marketing mindset is to follow the “Rule of 5”. The Rule of 5 comes from Jack Canfield in his outstanding book, “The Success Principles”.
Set a daily goal or daily task to do five things to market your business every single day. It could be make five prospecting calls, write five sales letters, send five direct marketing postcards, or send five thank-you cards.
You can mix them up. You could attend one networking event and send four thank-you cards or sales letters to people you talked to at the networking event.
The secret is not really in what you do, but the simple discipline of doing it every single day.
Most entrepreneurs and small businesses don’t have the budget to staff marketing departments or PR department. As guerrillas, we are the marketing department and PR department. One low-cost or no-cost strategy you can use to promote your business is sending out “Press Releases”.
The cost of sending out a press release via fax, email or regular mail is really the time it takes you to prepare and send the press release. Remember, Guerrilla Marketing is using your time, energy, knowledge and imagination to market your business rather than just spending lots of money.
Your objective, as in most of your Guerrilla Marketing strategies, is to keep your name in front of your customers and prospects and to achieve “Top-of-Consciousness” or “Top-of-Mind Awareness” with your customers and prospects.
The key to success with using press releases as a marketing strategy is consistency. Some entrepreneurs send a press release out. Guerrilla Marketers send press releases out on a regular basis. They have sending press releases as one of their Guerrilla Marketing weapons, have it built into their 7-Step Guerrilla Marketing Plan and scheduled on their Guerrilla Marketing Calendar.
Guerrilla Business Card Tips (Jay Conrad Levinson)
1. Your business card is now a marketing piece or, at least, it should be.
2. Your company slogan and your important customer benefits should also be listed. If customers need to find you, maybe a simple map should be there. Do you have a FAX, an email address, or a web site. Are they listed?
3. Do you have an 800 number? Customers, even those living in your county, are six to seven times more likely to call you if you have a toll-free telephone number. Get it on your card!
4. Have you considered a fold-over card? The front is more like a traditional card, but the inside is like a mini-brochure. Customer response to these cards is very positive. We appreciate having a complete description in one easy place.
5. Make sure that we, including us mid-life plus-ers, can read your card. Keep the print large enough.
6. Make your card a "keeper." That is, give some important information on the back that your customers will want to keep with them.
7. Make sure there's some room to write a message if you need to. You should always write some kind of personal message even if it's only "Best Wishes!" and your first name.
"Very important distinction. Professionals listen and salespeople talk. Most of us got into sales because we were good talkers. My mother-in-law calls it "the gift of gab." We good-talkers were told something like, "Bill, you're a good talker. You ought to be in sales." So we got into sales. And there, if we survived, we discovered that we only succeeded to the extent that we became good, may I say, professional listeners.
The key to listening professionally is to make sure that we're only talking 20% of the time and listening 80% of the time. This is the correct ratio. And it's very difficult to do. The secret lies in asking a lot of questions. It's the only way to throttle the gift of gab."
“Every day in Africa a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death. It doesn’t matter whether you are a lion or a gazelle, when the sun comes up you’d better be running.”
Question: "Are you "up and running" everyday in your business?"
“Hard work and sweat does not guarantee success, but without it, success is impossible. So enjoy your sweat!”
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