The most important things you need to know about marketing are in this
column. In the few minutes it takes you to read this, you'll learn more
basic truths about marketing than you'd pick up with a score of MBA
degrees under one arm and all the marketing books ever written, including
mine, under the other.
As marketing continues to change, the secrets of guerrilla marketing
continue to change. Originally, there were three secrets, then seven, then
twelve. Now, I'm going to clue you in on the 15 secrets that guarantee you
will exceed your most optimistic projections, however dreamy they may be.
MEMORIZE THESE 15 WORDS THEN LIVE BY THEM.
I'm giving you a memory crutch so that you'll never forget these words,
each one representing a major guerrilla marketing secret. All 15 words end
in the letters "ENT." Run your business by the guerrilla concepts they
represent and your marketing dreams will come true.
1. COMMITMENT: You should know that a mediocre marketing program with
commitment will always prove more profitable than a brilliant marketing
program without commitment. Commitment makes it happen.
2. INVESTMENT: Marketing is not an expense, but an investment -- the best
investment available in America today -- if you do it right. With the 15
secrets of guerrilla marketing to guide you, you'll be doing it right.
3. CONSISTENT: It takes a while for prospects to trust you and if you
change your marketing, media, and identity, you're hard to trust.
Restraint is a great ally of the guerrilla. Repetition is another.
4. CONFIDENT: In a nationwide test to determine why people buy, price came
in fifth, selection fourth, service third, quality second, and, in first
place -- people said they patronize businesses in which they are
5. PATIENT: Unless the person running your marketing is patient, it will
be difficult to practice commitment, view marketing as an investment, be
consistent, and make prospects confident. Patience is a guerrilla virtue.
6. ASSORTMENT: Guerrillas know that individual marketing weapons rarely
work on their own. But marketing combinations do work. A wide assortment
of marketing tools is required to woo and win customers.
7. CONVENIENT: People now know that time is not money, but is far more
valuable than money. Respect this by being easy to do business with and
running your company for the convenience of your customers, not yourself.
8. SUBSEQUENT: The real profits come after you've made the sale, in the
form of repeat and referral business. Non-guerrillas think marketing ends
when they've made the sale. Guerrillas know that's when marketing begins.
9. AMAZEMENT: There are elements of your business that you take for
granted, but prospects would be amazed if they knew the details. Be sure
all of your marketing always reflects that amazement. It's always there.
10. MEASUREMENT: You can actually double your profits by measuring the
results of your marketing. Some weapons hit bulls-eyes. Others miss the
target. Unless you measure, you won't know which is which.
11. INVOLVEMENT: This describes the relationship between you and your
customers -- and it is a relationship. You prove your involvement by
following up; they prove theirs by patronizing and recommending you.
12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with
other businesses. Market them in return for them marketing you. Set up
tie-ins with others. Become dependent to market more and invest less.
13. ARMAMENT: Armament is defined as "the equipment necessary to wage and
win battles." The armament of guerrillas is technology: computers, current
software, cellphones, pagers, fax machines. If you’re technophobic, see a
14. CONSENT: In an era of non-stop interruption marketing, the key to
success is to first gain consent to receive your marketing materials, then
market only to those who have given you that consent. Don’t waste money on
people who don’t give it to you.
15. AUGMENT: To succeed online, augment your website with offline
promotion, constant maintenance of your site, participation in newsgroups
and forums, email, chatroom attendance, posting articles, hosting
conferences and rapid follow-up.
These 15 concepts are probably the reason that many start-up guerrillas
now run highly successful companies. They are the cornerstone of guerrilla
marketing, now the most popular marketing series in history, published in
37 languages, and required reading in many MBA programs worldwide. Just 15
words, but each one nuclear-powered and capable of propelling you into the
land of your dreams.
Copyright 2003 By: Jay Conrad Levinson and Grant W. Hicks, C.I.M - Co-author of "Guerrilla
Marketing For Financial Advisors
", Trafford Publishing 2003.
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and or branch manager before implementing any marketing idea. The
information does not constitute a recommendation for the sale or purchase
of any securities or insurance.