“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.” -Jay Conrad Levinson
"You can become the talk of the town with public relations. Public relations means exactly what it says. But it is also accurate to say that it means publicity-free stories and news about you and/or your company in newspapers, magazines, newsletters, and house organs, on radio and TV, and in any other type of media.
Here's what is good about publicity: It is free. It is very believable. It gives you and your company a lot of credibility and stature. It helps establish the identity of your business. It gives you authority. It is read by a large number of people. It is remembered. Come up with a list of three things about your business that are newsy. Perhaps they'll be in the area of product. Possibly they'll connect with your service. Maybe they'll be about new items or services that you offer. The three things you can dream up will be three tickets to free publicity."
“There are wrong ways to demonstrate community involvement. 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.” -Jay Conrad Levinson
“Your community is not merely defined by geography. Guerrillas become involved with their industrial community, though it may reach from coast to coast, or across the ocean. Digital communities are springing up all over the place as the world goes online. Whatever the size or scope of your community, the guerrilla rule remains the same: do unto others as they hope you will do unto them. As part of the community, they are hoping for your help, not your hype. While you're involved with your community, be sure that you're attuned to their problems. Listen for the ouch. 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.” -Jay Conrad Levinson
"Don't feel that you must continually change your marketing campaigns. Changing campaigns requires you to spend more production money and dilutes the overall effect of your marketing. Stick with one campaign until it loses its pulling power. This is difficult to do. In the beginning most people will like your ad or website. Then you'll become bored with it. Next, your friends and family will get tired of it. Soon, your fellow workers and associates will be bored, and you'll want to change the ad. Don't do it! Let your accountant tell you when to change ads. That's right, your accountant - the person who takes long looks at your profit picture." -Jay Conrad Levinson
"Guerrillas think first of saving marketing money by not wasting marketing money. Be sure you understand the distinction. Getting the lowest price on something isn't nearly as important as getting the most profitable results from something. Saving is nice, but it's secondary to profiting."
-Jay Conrad Levinson
"Before you select a marketing method, remember that it is not necessary to say everything to everybody; nor is it possible. If you try to say everything to everybody, you'll end up saying everything to nobody or nothing to everybody. Instead, strive to say something to somebody. Your marketing message is the "something". Your target market is the "somebody". Just as you take care in selecting what you will say, take equal care in selecting to whom it will be said. It is not acceptable to say the right thing to the wrong people."
-Jay Conrad Levinson
"When advertisers discuss media, they talk of Reach and Frequency. Reach refers to the number of people who will be exposed to the message; Frequency, to the number of times each person will be exposed. Although you'll strive for reach in certain endeavors, frequency is best. Remember, familiarly breeds confidence, and confidence serves as the springboard to sales. Frequency does a whole lot better for you than reach in the area of confidence." -Jay Conrad Levinson
"Select as many methods as you can, but select only the ones that will be read, seen, or heard by your target audience. Many business owners select methods that appeal to them, but unless your prospects and customers are just like you, you're selecting for the wrong audience - and that's a very expensive mistake." -Jay Conrad Levinson
Do not use a marketing weapon unless you are going to use it like a pro. You must put time, energy, money, talent, and the results of your uncanny knowledge into it. This means that you should select marketing weapons that are compatible with your business. All the compatible marketing methods that you can possibly use with skill, and on a regular basis, should be put to work for you." -Jay Conrad Levinson
Guerrilla Marketing Calendars address themselves to the weeks of the year, the marketing vehicles that you'll use during those weeks, the specific online promotions or off-line events in which you will be engaged, the length of each promotion, fusion-marketing promotions, and, when applicable, any co-op funds that will be available from manufacturers to help pay the tab for all your activity or even some of it. In addition, some calendars include the cost of the marketing for each promotion."
-Jay Conrad Levinson
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