"The newspaper is a prime medium for disseminating the news. And that strength can become your strength. Advertising in the newspapers, other than in the classified section, should be newsy, interruptive, and to the point." -Jay Conrad Levinson
"If you think that there's a simple formula for establishing such a strategy, you're absolutely right. Here, in the simplest terms possible, is a typical three-sentence Guerrilla Creative Strategy: the purpose of the creative message, the benefits to be stressed to accomplish the purpose, and the personality of the brand." -Jay Conrad Levinson
"Guerrillas have only one definition of creativity in marketing: something that generates profits for their business. Big Profits-Very Creative. No Profits-Not creative. Creativity in marketing has everything to do with profitability and nothing to do with awards and compliments." -Jay Conrad Levinson
"Your Guerrilla Marketing program gives you an advantage over competitors who have ceased to market. A troubled economy can offer a superb advantage to a marketing-minded entrepreneur. If your competitors stop marketing, you can pull ahead of them and attract some of their customers. In ugly economic situations, there are always winners and losers." -Jay Conrad Levinson
"People forget quickly. Each and every day, Americans are bombarded with approximately 4,700 advertisements and marketing messages, though I read one study that put the number closer to 30,000. In one study, a specific commercial was shown on TV once a week for thirteen weeks. After the thirteen weeks, 63 percent of the people surveyed remembered the spot. One month later, 32 percent recalled it. Two weeks after that, 21 percent remembered it. This means that 79 percent forgot the commercial after six weeks." -Jay Conrad Levinson
"New families, new products and new lifestyles change the marketplace. One in five Americans move each year. One-third of all Americans in their twenties move each year. The average American moves eleven times in a lifetime. Nearly 6 million Americans get married each year. If you stop marketing, you miss evolving opportunities, and you are no longer part of the process - you aren't even in the game." -Jay Conrad Levinson
"Take a moment to understand clearly the crucial difference between an Image and an Identity. Image implies something artificial, something that is not genuine. Identity defines what your business is really about, your personality. You have one, you know. Let's just hope it's what you want it to be. If you put it in writing, it's more likely to be what you want it to be." -Jay Conrad Levinson
"The plan starts with the purpose of the marketing-that is, it starts with the bottom line. Then it connects with the benefits that will beautify that bottom line and with those who will contribute to that line-the target audience. The marketing tools are then listed. Next comes the positioning statement, which explains what the product and company stand for - why the offering has value and why it should be purchased. The identity (not the image, which is phony compared with the honesty of an identity) comes next. The cost of the marketing wraps it up." -Jay Conrad Levinson
"Don't leave home without this. Leave home? Don't even go into business without this. Go into battle with neither offensive weapons nor armor, but don't go into business without a simple marketing plan. Guerrillas create strategies with seven simple sentences:
The Purpose of the Marketing. The physical action you want your prospect to take...
How You'll Achieve this Purpose. Your competitive advantage and benefits.
Your Target Market or Markets.
The Marketing Weapons You will Use.
Your Niche and your Position and What You Stand For.
The Identity of Your Business.
Your Budget. Which should be expressed as a percentage of your projected gross revenues."
"The Guerrilla Marketing Plan or strategy should serve as the springboard for marketing that sells. When doing your own market planning, review your offering with regard to your objectives, the strengths and weaknesses of your offering, your perceived competition, your target market, the needs of that market, and the trends apparent in the economy. This should be instrumental in your establishing a proper position. Ask yourself these basic questions: What business am I in? What is my goal? What benefits do I offer? What are my competitive advantages? What do I fear? -Jay Conrad Levinson
"A word that you should now start to use and understand is Positioning: determining the specific niche that your offering is intended to fill. What will you stand for in the minds of your prospects and customers?" -Jay Conrad Levinson
"You know the secrets. Does that mean you're ready to launch a full-scale marketing attack? Not even close. Before you launch, you need a Core Story: A real-life story about a problem involving the people to whom you're telling the story and how your solution to that problem can make life better for them."
-Jay Conrad Levinson
"Right here and now, let me tell you the two most important things you should know if you're to succeed with Guerrilla Marketing:
1: Start with a Plan
2: Commit to that Plan.
If you do those two things, you're off to the right start, and you're primed for success." -Jay Conrad Levinson
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