“Traditional marketing is based on experience and judgment, which is a fancy way of saying ‘guesswork’. But Guerrilla Marketers cannot afford wrong guesses, so it is based as much as possible on psychology – laws of human behavior. For example, 90 percent of all purchases decisions are made in the unconscious mind, that inner deeper part of your brain. We know a slam-dunk manner of accessing that unconscious mind: repetition. Think it over a moment, and you’ll begin to have an inkling of how the process of Guerrilla Marketing works. Repetition is paramount.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing measures its performance by sales or responses to an offer, hits on a website, or store traffic. Those are the wrong numbers to focus on. Guerrilla Marketing reminds you that the main number that merits your attention is the size of your profits. I’ve seen many companies break their sales records while losing money in the process. Profits are the only numbers that tell you the truth you should be seeking and striving for. If it doesn’t earn a profit for you, it’s probably not Guerrilla Marketing.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing is geared towards big business. Before I wrote the original Guerrilla Marketing in 1984, I couldn’t find any books on marketing for companies that invested less than $300,000 monthly. Although it is now true that many Fortune 500 companies buy Guerrilla Marketing by the caseload to distribute to their sales and marketing people, the essence of Guerrilla Marketing –the soul and sprit of Guerrilla Marketing – is small businesses: companies with big dreams but tiny budgets." -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing is so enshrouded by mystique that it intimidates many business owners, who aren’t sure whether marketing includes sales or a website or PR. Because they are so intimidated and worried about making mistakes, they simply don’t do it. Guerrilla Marketing completely removes the mystique and exposes marketing for exactly what it really is – a process that you control – rather than the other way around.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing has always maintained that to market properly you must invest money. Guerrilla Marketing maintains that if you want to invest money, you can – but you don’t have to if you are willing to invest time, energy, imagination, and information.” -Jay Conrad Levinson, Guerrilla Marketing
"Marketing, if you go about things in the right way, is also a circle. The circle begins with your idea for brining revenue into your life. Marketing becomes a circle when you have the blessed patronage of repeat and referral customers. The better able you are to view marketing as a circle, the more you’ll concentrate on those repeat and referral people. A pleasant side effect of that perspective is that you’ll invest less money in marketing, but your profits will consistently climb.” -Jay Conrad Levinson, Guerrilla Marketing
“When you view marketing from the vantage point of the Guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It’s about them. I hope you never forget that.” -Jay Conrad Levinson, Guerrilla Marketing
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