"Traditional marketing would have you believe that advertising works, that having a website works, that direct mail and e-mail work. To those antiquated notions, Guerrilla Marketing says nonsense, nonsense and nonsense. Advertising doesn’t work. Websites? Get serious. People learn daily that they are paths to financial oblivion and shattered dreams. Direct mail and e-mail used to work. But not anymore. So what does work? Guerrillas know that marketing combinations work. If you run a series of ads, have a website, and then do direct marketing, or and e-mailing, they’ll all work, and they’ll each help the others work. The days of single-weapon marketing has been relegated to the past. We’re living in an era when marketing combinations open the doors to marketing success.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing has always thought about what it could take from a customer. Guerrillas have a full understanding of the lifetime value of a customer, but they also concern themselves with what they can give a customer. They’re always thinking of things they might give away for free, and now that we’re smack dab in the middle of the information age, they try to give away free and valuable information – such as booklets, informative websites, brochures, TV infomercials – wherever they can. Don’t forget what I said about marketing as your opportunity to help your prospects and customers succeed at attaining their goals. It’s also your golden chance to help them solve their problems. Can you do it for free? If you can, you’re a Guerrilla.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing has always been ‘me’ marketing. Visit almost any website and you’ll see ‘About our company’, ‘About our history’, ‘About our product’, ‘About our management’. But people don’t care about you. Me marketing makes them sleepy. That’s why Guerrillas always practice ‘you’ marketing, in which every word and every idea is about the customer, or the visitor to a website. Don’t take this personally, but people simply do not care about your company. What they care about is themselves. And if you can talk to them about themselves, you’ll have their full attention.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing advises you to scan the horizon to determine which competitors you ought to obliterate. Guerrilla Marketing advises you to scan the same horizon to determine which businesses have the same kind of prospects and standards as you do – so that you can cooperate with them in joint marketing efforts. By doing so, you’re expanding your marketing reach, but you’re reducing the cost of your marketing because you’re sharing it with others. The term that Guerrillas use for this outlook is Fusion Marketing.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing puts all its effort on making the sale, under the false notion that marketing ends once the sale is made. Guerrilla Marketing reminds you that 68 percent of all business lost is lost to apathy after the sale – ignoring customers after they’ve made the purchase. For this reason, Guerrilla Marketing preaches fervent follow-up – continually staying in touch with customers – and listening to them. Guerrillas never lose customers because of inattention to them.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing says that you should grow your business linearly by adding new customers one at a time. But that’s a slow and expensive way to grow. So Guerrilla Marketing says that the way to grow a business is geometrically – by enlarging the size of each transaction, engaging in more transactions per sales cycle with each customer, tapping the enormous referral power of each customer, and growing the old-fashioned way at the same time. If you’re growing your business in four directions at once, it’s tough not to show a tidy profit.” -Jay Conrad Levinson, Guerrilla Marketing
“Traditional marketing suggest that you grow your business and then diversify. That kind of thinking gets many companies into hot water because it leads them away from their core competency. Guerrilla Marketing suggest that you grow your business, if growth is what you want, but be sure to maintain your focus – for it’s that focus that got you to where you are in the first place.” -Jay Conrad Levinson, Guerrilla Marketing
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