By Jay Conrad Levinson
Guerrilla advertising and marketing Excellence explains fifty ideas aimed toward fine-tuning your advertising sort. It contains details at the makes use of of video, tv distribution, networking effectiveness, and advertising combos in an more and more aggressive company weather.
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Extra info for Guerrilla Marketing Excellence: The 50 Golden Rules for Small-Business Success
Force yourself. Before approving any marketing material for production, reread this chapter. You never want to kid your customers and prospects. Need I tell you that you also must never kid yourself? If you’re wooed by showtime and tend toward inserting it in your marketing, perhaps you do need the warning. Right now, at this moment, I know that you agree with the wisdom of this golden rule. But there’s no business like show business, and when you find yourself attracted to the flame, it’s easy to forget how badly you can get burned.
The audio brochure will run under $1 each, while the video brochure can go for five times that amount. Never send these to strangers; try to send them to the customers you revere. 14. A catalogue of your offerings, sent only to customers if you have enough, or sent first to customers, then to prospects if your customer list isn’t long enough. Customers will especially appreciate a catalogue clearly communicating that it is for customers only. 15. A special offer made on the anniversary of the exact date that the customer made that allimportant first purchase.
You’ve got to get your kicks from honest profits rather than roaring crowds. When you create a marketing weapon, you are a salesperson, not a showperson. You want sales and profits, not applause and awards. You also want the people who read your materials to get enough information to want your products and services enough to buy them. So your job is to provide that information while creating a desire to buy what you sell. Knowing this, you can be as entertaining as you want, encasing and surrounding your offering with as much glitz and glamour as you want—just as long as the glitz and the glamour don’t get in the way of your response rates.