"Sell the solution and not the sizzle. The easiest way to sell a product is to offer it as the solution to a problem. If you tend to look for the sizzle rather than the problem, you are looking in the wrong direction." -Jay Conrad Levinson
"This is one of the most dangerous, costly and silly myths in marketing. People will read long books, long articles, long letters. They'll read whatever interests them, and the more it interest them, the more of it they want. When presented with a marketing offer, they want enough information to make an informed decision to buy - or not to buy." -Jay Conrad Levinson
"Your customers and prospects are not interested in white space. They are interested in information, in what your product or service can do for them. When you use white space where you could be putting information in the form of features, benefits, or specific ideas of interest to your prospects, you are wasting money." -Jay Conrad Levinson
"As the customer is the most important person in a guerrilla marketing attack, customer service and customer follow-up is the primary product. Customers don't buy products and services. They buy expectation." -Jay Conrad Levinson
"How does a business become customer oriented? It begins with a desire to be that way and the energy to assure that the desire spreads throughout your organization and remains there permanently. Then it requires that everyone who deals with your customers remember the Golden Rule for Guerrillas: Always Try To Think Like Your Customers." -Jay Conrad Levinson
"Does your company have a customer recourse policy-a method of dealing with dissatisfied customers? If not, here's a good policy to use as a start: The Customer Is Always Dead Right Even When The Customer Is Dead Wrong. Don't stray too far from this policy, and you'll be able to convert disgruntled customers into repeat customers who gladly tell others of the superlative service they received from you." -Jay Conrad Levinson
"Eighty percent of lost business is the fault not of poor quality but of failure to continue in the effort to maintain and build on customer satisfaction." -Jay Conrad Levinson
"As more and more businesses learn that customer satisfaction is absolutely essential to long-term success in the marketplace, more and more people are learning to expect and demand first-rate service." -Jay Conrad Levinson
"If you don't understand that the most important person in the guerrilla marketing attack is unquestionably your customer, I urge you to put someone else in charge of your marketing." -Jay Conrad Levinson
"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. Just imagine how difficult it is for a prospect to make the decision to buy what you are selling. That prospect has never purchased from you before, doesn't know all that much about you, and has been stung in the past by making purchasing errors from others.
Guerrilla Marketing makes that hard step a lot less hard by creating a series of soft steps for prospects to take first. One such soft step is the offer of a free consultation. It's easy to say yes to such an offer because it carries with it no pressure. And after it's over, it makes the hard step of buying a whole lot easier. The guerrilla's arsenal abounds with such soft steps, all designed to make purchasing from you more risk-free, less of a momentous decision, and simpler because you've removed most barriers with information. -Jay Conrad Levinson
“Instead of a brochure, hand out a one-page fact sheet. Do a pre-show promotion because 33% of people attending a show do so because of a promotion. Design your booth for intimacy using small, round discussion tables. Attire your people in bright, business casual clothing. The most serious prospects emerge late in the day because they run out of time and rush around to the most intriguing displays.” -Jay Conrad Levinson
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