第 1 章
The Marketing Revolution That Changed Everything
When Jay Conrad Levinson introduced "Guerrilla Marketing" in 1983, he couldn't have predicted it would transform the business world forever. What began as a counterintuitive approach for small businesses has become the marketing bible for entrepreneurs worldwide, selling over 21 million copies and being translated into 62 languages. Even marketing giants like Apple and Microsoft began as guerrilla marketers before evolving into corporate behemoths. The book's appeal lies in its radical premise: you don't need a Fortune 500 budget to compete effectively-you need imagination, energy, and the willingness to break conventional rules. Celebrities like Seth Godin and Gary Vaynerchuk credit Levinson's principles as foundational to their success, while countless small businesses attribute their survival through economic downturns to these guerrilla tactics. As traditional advertising continues losing effectiveness, Levinson's unconventional approach has only grown more relevant in today's digital landscape.
第 2 章
The Guerrilla's Mindset: Marketing Redefined
Marketing isn't just advertising or sales-it's every bit of contact your company has with anyone in the outside world. It encompasses your business name, your packaging, your people, your location, and even the way you answer the phone. It's the art of changing minds or maintaining the mindsets of those already inclined to do business with you.
The guerrilla approach recognizes marketing as a process, not an event. It has a beginning and middle but no end. More than half your marketing time should be devoted to existing customers, not just prospects. Marketing is the truth made fascinating-your opportunity to help customers succeed at their goals.
Small businesses need guerrilla marketing more than ever because competition has become smarter and increasingly aggressive. While you might have corporate marketing training, as an entrepreneur, you must forget much of it. Your marketing agenda differs vastly from Fortune 500 companies.
Your small size is actually an advantage. Being nimble allows you to use tactics unavailable to corporate giants. You can move quickly, employ diverse marketing tools, and access top marketing expertise at bargain prices. The Internet must become one of your comfort zones.
Even if your business thrives on word-of-mouth, you still need a marketing plan-that favorable word-of-mouth likely stems from effective marketing strategy. Everything from business cards to your attire contributes to marketing.
Marketing is the gradual process of moving prospects to your customer list by gaining mindshare and never letting go. Every detail matters-the smaller the detail, the more important to customers. Better marketing means more profit.
To be successful with guerrilla marketing, you need two essentials: a quality product or service (poor quality will only hasten failure) and adequate capitalization to market aggressively for at least three months, ideally a year. The difference between merely existing and phenomenal success is marketing.
Unlike traditional marketing that often pulls companies in different directions through multiple specialists, guerrilla marketing requires a focused strategy built around a core concept expressed in seven sentences maximum, then seven words maximum. This clarity leads to success.
第 3 章
The Sixteen Monumental Secrets of Guerrilla Marketing
Guerrilla marketing simplifies complexities and shows entrepreneurs how to generate maximum profits from minimum investments. Often, the only difference between success and failure is how a product or service is marketed.
The first and most essential secret is commitment. Mediocre marketing with commitment works better than brilliant marketing without it. The Marlboro Man campaign illustrates this perfectly-after one year, Marlboro remained the 31st-selling cigarette brand despite the macho cowboy imagery. Only through the chairman's unwavering commitment did the campaign eventually transform Marlboro into the world's #1 cigarette brand.
A successful marketing plan requires staying power through inevitable ups and downs. You must develop a powerful plan, implement it, and stick with it as it slowly takes effect-rising, faltering, taking hold, stumbling, and finally soaring.
The second secret is viewing marketing as an investment, not an expense. Like blue-chip stocks that may initially drop in value but grow steadily over time, marketing contributes to slow but steady increases in business. Don't expect marketing to suddenly double your sales-that's unusual.
Consistency is the third marketing secret. Don't change media, messages, or graphic formats. While you can change offers, headlines and prices, maintain your identity and regular presence. Instead of running occasional large ads, run smaller ads frequently. Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales.
The fourth secret is making prospects confident in your offering. This is more important than quality, selection, price or service. Confidence becomes your ally, and commitment demonstrated through consistent marketing breeds this confidence.
Patience is the fifth essential secret. Successful marketers understand that results take time to materialize. Using an assortment of marketing weapons (the sixth secret) generates higher-than-projected profits. The wider your marketing arsenal, the better your financial results.
The seventh secret recognizes that marketing doesn't end with the sale-it's the subsequent marketing that leads to the juiciest profits. It costs six times more to sell to a new customer than to an existing one.
Making your business convenient for customers-not for yourself-is the eighth secret. Your marketing must amaze people (ninth secret) to be effective. Measuring marketing effectiveness (tenth secret) can double your profits.
Creating involvement between your business and customers (eleventh secret) drives repeat business and referrals. Successful guerrillas view themselves as dependent on others (twelfth secret) rather than as independent business owners.
The guerrilla's armament is technology (thirteenth secret)-computers, online presence, and electronic connections. Modern marketing isn't about making immediate sales through ads but gaining people's consent to hear from you (fourteenth secret).
Today's savvy consumers know the difference between style and substance (fifteenth secret). While they may be attracted by style, they pay for substance. The final secret reminds you that competitors are getting smarter daily. Your job is to continually augment your marketing attack-strengthen your plan, improve your website, add weapons to your arsenal, find more fusion-marketing partners, and extract more profits from your marketing investment.
第 4 章
Crafting Your Guerrilla Marketing Plan
Before launching any marketing attack, you need a core story about how your solution solves real problems for your customers. The two most critical guerrilla marketing principles are: start with a plan and commit to that plan. Success requires research, attention to detail, and deep thought to develop a strategy with proper positioning-determining the specific niche your offering will fill in customers' minds.
Small businesses have an advantage in occupying smaller niches and dominating them. Your plan must identify all potential target markets, not just one, as expanding your targets can dramatically increase profits without additional marketing costs.
Four major emerging markets deserve special attention: older people, women, ethnic groups, and small businesses. Older people control $1.5 trillion in spending power. Women now start more than half of new U.S. businesses with higher success rates than men, own 10.6 million firms employing 19 million people, and control 60% of all U.S. wealth. Ethnic markets represent massive purchasing power-by 2008, African Americans, Asian Americans, and Native Americans exceeded $1.5 trillion in combined purchasing power.
After identifying your target markets, you must clarify your market position against four essential criteria: Does it offer a benefit your audience truly wants? Is it a genuine benefit? Does it separate you from competitors? Is it unique or difficult to copy?
Guerrillas create marketing strategies with seven simple sentences covering: 1) The purpose (physical action you want prospects to take), 2) How you'll achieve this purpose (your competitive advantage), 3) Your target market(s), 4) Marketing weapons you'll use, 5) Your niche, position and what you stand for, 6) Your business identity, and 7) Your marketing budget (expressed as percentage of projected revenues-averaging 4% in 2006).
Guerrillas understand the crucial difference between identity and image. Image implies something artificial or fake-a facade created for marketing purposes. Identity defines what your business truly stands for-its authentic personality. When customers find a business matches its marketed identity, they feel relaxed and trusting. Guerrillas always choose honest identity over phony image.
Once you've launched your marketing campaign, never halt it midway. Guerrillas recognize ten critical reasons to maintain marketing momentum: markets constantly change; people forget quickly; competition won't quit; marketing strengthens identity; marketing ensures survival; it keeps your customers; maintains morale; gives advantage over non-marketing competitors; allows business operations to continue; and prevents wasting previous investments.
第 5 章
Unleashing Creative Marketing That Generates Profits
For guerrillas, creativity in marketing has one definition: something that generates profits. Big profits mean very creative marketing; no profits mean no creativity-regardless of awards or compliments. While creativity is the most enjoyable aspect of marketing, it must be directed toward profitability.
A creative strategy focuses solely on marketing materials and their content. The guerrilla approach uses a simple three-sentence formula covering: the purpose of the message, the benefits stressed to accomplish that purpose, and the personality of the brand.
After developing your strategy, follow these seven steps: find the inherent drama in your offering; translate that drama into meaningful benefits; state benefits believably; grab attention (focusing on the product, not just the ad); motivate audience involvement; communicate clearly; and measure your finished marketing against your creative strategy. The key is a smart strategy, and the test is profits.
Creativity extends beyond creating marketing materials to how you use them. Creativity comes from knowledge-knowledge of your product, competition, target audience, marketing area, economy, current events, and trends. Armed with this knowledge, you can combine elements that haven't been combined before, like 7UP calling itself "the Uncola" or Marlboro pairing cowboys with cigarettes.
Guerrillas think both backward (understanding the customer's decision process) and forward (helping prospects visualize life after purchase). Effective marketing addresses both the conscious (Skinnerian) and subconscious (Freudian) mind.
Many companies now creatively align with noble causes-Ben & Jerry's supports social causes, and studies show consumers will pay more for products from socially responsible companies. The goal isn't marketing that people call creative, but marketing that makes people say "I want that product!"
第 6 章
Selecting and Deploying Your Marketing Arsenal
Each marketing method has its unique strength. Radio and internet offer intimacy through one-on-one communication. Newspapers excel at delivering news. Magazines provide credibility and reader involvement. Television enables powerful demonstrations and visual storytelling.
A marketing calendar is the guerrilla's most precious business asset, allowing you to plan your marketing activities across the entire year. It helps you budget properly, avoid unforeseen expenditures, prevent marketing lapses, and coordinate all elements of your program.
Choose marketing methods compatible with your business that you can execute professionally. Start by identifying your target audience-the better you understand your prospects, the more accurate your marketing plans will be. Select methods that will reach your specific audience, not ones that merely appeal to you personally.
When selecting marketing methods, focus on frequency over reach-familiarity breeds confidence, which leads to sales. Desktop publishing software now gives small businesses an "unfair advantage" in creating professional marketing materials at reduced costs.
Remember that your goal is to say something (your message) to somebody (your target audience), not everything to everybody. Podcasting and nanocasting through Internet radio offer promising low-cost ways to reach global audiences.
Combine multiple marketing methods for a synergistic effect where "two plus two equals five and six and seven." The guerrilla truth: combine the right marketing message with the right marketing media.
Guerrillas prioritize profitable marketing over merely cheap marketing. They save money by creating marketing materials with their own computers-newsletters, fliers, brochures, and web materials can all be produced at your desk with modern software.
Finding multiple uses for marketing materials and creating timeless content that won't need frequent updates dramatically reduces costs. Before committing to campaigns, guerrillas experiment and test different approaches in smaller venues to determine what works best.
They take advantage of remnant space in regional editions of national magazines at dramatic discounts (a full-page ad in Time that normally costs $85,000 can be had for under $3,000 in specific cities). Establishing an in-house advertising agency with just a checking account and letterhead can save 15% on most advertising placements.
Most importantly, guerrillas focus marketing primarily on existing customers rather than prospects, since it costs one-sixth to one-tenth as much to sell to current customers. True economy isn't about saving money but about not wasting it on marketing that doesn't work.
第 7 章
The Digital Guerrilla: Mastering E-Media Marketing
Since Guerrilla Marketing's first edition, the world has transformed how it shops-people now research online before buying, either on the web or in physical locations. The Internet's only certainty is uncertainty, though its growth is undeniable: online retail grew from $95.7 billion in 2003 to $229 billion by 2008, reaching 10% of all retail sales.
The most valuable asset in online marketing is your list-specifically, a permission-based list of people who want to hear from you. While you can purchase or rent lists, the best one is built yourself from satisfied customers. Always get permission through opt-in processes-people who choose to receive your communications will never consider your emails spam.
A blog is a website with regularly posted content displayed in reverse chronological order. Effective blogs use a conversational style, focus on specific areas of interest, and provide valuable information or entertainment. To make your blog profitable, you must make it popular through strategic promotion. Successful blogs need five key attributes: clear personality that creates intimacy with readers, useful or enjoyable information, honest writing style, user-friendly design, and enough return appeal to keep visitors coming back.
Podcasting offers unique marketing power for small businesses to reach worldwide audiences without hard selling. Unlike traditional ads, podcasts must provide genuine educational or entertainment value or listeners will simply download more interesting programs. Podcasts build relationships, generate leads, and cultivate prospects who demonstrate serious intent.
E-mail remains one of the internet's most crucial marketing applications. The key is developing a responsive opt-in list and sending brief emails with hyperlinks to your site. These emails must be viewable on one screen without scrolling-those interested will click through to your website where you can provide complete information.
Your website should be regularly reviewed through the eyes of a first-time visitor. The simpler and more user-friendly it is, the more sales it will generate. Focus on removing unnecessary clutter and distractions so your main sales message stands out.
Subscription websites can be your path to guerrilla profitability. Unlike free sites that collapsed during the dot.com bust, subscription models generate steady revenue while serving fewer but paying customers-lowering overhead while increasing income.
The digital age enables automation that lets your technology work while you don't. With Internet technology, businesses of any size can compete more equally by excelling in three areas: building online mailing lists, converting prospects into customers, and automating processes through sequential autoresponders and payment systems.
Most internet users only visit websites listed in the top ten or twenty search results, making search engine optimization crucial. A properly optimized site attracts motivated visitors who convert to customers at 10-100 times the rate of banner ad visitors.
While websites provide information that might lead to eventual sales, landing pages close those sales. A focused landing page for each special offer or campaign can multiply your results by picking up where ads leave off, leading prospects to complete transactions.
第 8 章
Beyond Media: The Human Touch in Marketing
Human-media marketing focuses on people and ideas rather than things. These cost-free marketing approaches are available to all businesses and can transform a company based on seemingly tiny details.
Guerrilla marketers see everything from the customer's point of view, remaining sensitive to economic conditions and knowing how to cut costs without sacrificing profits. They focus more on existing customers than prospects, eliminate perceived risks through guarantees, and constantly seek new profit centers and fusion-marketing opportunities.
You are your own most powerful marketing weapon-your personality, beliefs, and actions matter tremendously. The five best personality traits are extroversion, agreeableness, emotional stability, conscientiousness, and openness to experience. People must buy YOU before they'll buy what you're selling, making likeability essential.
Businesses that require extended customer interaction have a valuable marketing opportunity. Use this contact time to strengthen customer relationships, increase transaction size, demonstrate genuine care, and gain referrals. This approach creates mutual gain-customers learn about helpful offerings while you increase sales and referrals.
The three most important elements when greeting customers are: smile, make eye contact, and use the person's name. These cost nothing yet pay rich dividends by making customers feel special. Even on phone calls, let customers hear your smile in your voice.
People respond better to stories than naked facts. Stories command complete attention-the concept of limited attention spans disappears when people are engaged in a good tale. Whenever possible, tell stories rather than relate facts-it's the spoonful of sugar that helps your marketing message go down.
True networking isn't about distributing business cards while talking about yourself-it's about collecting cards and focusing on others' problems. Gold-medal guerrillas take notes during networking events to reference in follow-up contacts the next day. Approach networking with the attitude of having fun rather than making money.
Satisfied customers are powerful marketing assets that cost nothing. They provide testimonials, referrals, and proof that you deliver on promises. Smart marketers invest 60% of their budget communicating with existing customers, 30% with prospects, and only 10% with the general public.
Regardless of your stated profession, you're simultaneously in four businesses: your primary business, marketing, service, and people. Marketing must be continuously improved. Service must be provided from first contact. Most importantly, you're in the people business-your products are made, marketed, sold by, and offered to people.
第 9 章
Building a Guerrilla Company That Thrives
Guerrilla companies must possess certain cost-free attributes that create competitive advantages. Your business name is your first critical marketing decision. Guerrilla guidelines for powerful naming include: breaking rules to stand out, making competitors grimace, telling a story or making a promise, suggesting benefits, and creating some discomfort by provoking attention.
A meme is the simplest possible way to communicate an idea-visual, verbal or active. In today's cluttered marketing environment, you need a meme that represents both your company and its main benefit. Unlike logos that merely represent companies, memes like the Green Giant, Michelin Man, or Marlboro cowboy transmit ideas instantly.
A theme line-words describing your company's spirit like "You're in good hands with Allstate"-should be created to last a century or longer. Unlike major brands that change slogans frequently, yours should remain consistent, gaining strength each year.
Brand awareness equals credibility and confidence-keys to healthy sales. Many customers buy simply "because they heard of it," making brand name awareness invaluable. You achieve this through constant repetition of your name via marketing, signage, and media coverage.
Your business will inevitably stand for something in prospects' minds-your niche or positioning. You must deliberately choose what first enters people's minds when they encounter your name. Will you be known as least expensive, fastest, friendliest, most expert, or as specializing in a particular customer segment?
Quality ranks as the number-two reason people patronize a business, just behind confidence and ahead of service. Remember: quality isn't what you put into your product but what customers get out of it. It's now the price of admission to business success-without it, guerrilla marketing simply speeds your demise.
The three main secrets of guerrilla location today: Internet, Internet, Internet. It's not downtown or the mall anymore-it's online, where 90 percent of customers look before making purchases. The high-rent district has been replaced by the no-rent district.
Offering customers chances to enlarge their purchase after they've decided to buy is free marketing at its finest. They're already in a positive mindset, making it easier to upgrade to deluxe models, companion products, or longer service terms.
Obtaining referrals is the most powerful tactic for attracting new customers. Your existing customers are your best source of new ones-all you need to do is ask. Make it easy by requesting just three names of people who might benefit from hearing from you.
Recommendations from people your prospects know or respect carry more weight than anything you could say about yourself. Testimonials are free, easy to get, timeless, flexible, and most importantly-believed.
The road to profitability is paved with credibility-something you earn through how you market, where you market, how you treat people, and your overall professionalism. A good reputation takes years to build but moments to destroy. Your reputation comes from doing the right things consistently over a long period-it can't be bought, only earned.
Guerrillas spy regularly on competitors and themselves to maintain a clear picture of reality. Call your competitors requesting information, noting how you're treated, how quickly they respond, and their follow-up process. Then have someone unknown to your staff call your own company with identical requests. Compare the experiences.
Cause-related marketing benefits your chosen cause, your business, your customers, and the planet. Research shows 63 percent of Americans will pay up to 36 percent more to patronize environmentally friendly businesses.
Marketing is fueled by enthusiasm and passion-not for your product itself, but for what it can do for customers. This contagious energy starts with you, spreads to your staff, and ultimately reaches customers. True passion, the highest form of enthusiasm, should drive you every working day.
Guerrilla marketing psychology recognizes that 90 percent of purchase decisions happen in the unconscious mind, accessible through repetition. All purchases are emotionally driven, then logically justified. Marketing must address both left-brained people (who respond to numbers, words, logic, lists, and details) and right-brained people (who respond to pictures, imagination, color, rhythm, and space).
By embracing these guerrilla principles, any small business can compete effectively against larger competitors, turning limited resources into maximum profits through aggressive, creative marketing approaches.
