Web of Profits

“Stability and security comes from creating a "Web of Profits" in your business. Do you have a number of different sources within your business to support you? Or, are you relying on only a few? Or, even worse, relying on only ONE primary source of profit?

The majority of businesses rely on fewer than five profit sources - and think in terms of "profit centers." In other words, a collection of different channels of profit from individual sales of products or services (retail), bulk sales (wholesale), joint ventures, ownership interests, licensing and/or other arrangements, and so on.

But, when you create a "Web of Profits" in your business - that is, an interconnected approach that integrates a variety of profit sources and activities together into a single unit of functionality - you stand a better chance of leveraging your business in new ways.”
-Stuart Burkow, Author, Guerrilla Profits

FREE: The Small Business Recession Survival Guide by Stuart Burkow "The King of Profits"

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Marketing Basics

“The basics of marketing are all about people, value, service and clarity. They are about planning and attitudes, about economizing and taking action. Although marketers are being offered a dazzling array of new marketing techniques, tactics and weaponry, the dazzle seems to be blinding them when it comes to the crucial fundamentals.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
Drcop Marketing
www.drcop.com

Guerrillas Marketing Reality

“Marketing is a waste of money and time if you’re not attuned to the real world. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that’s a major problem, but to guerrillas, it’s an inviting chance to stand apart from the competition.

Reality to guerrillas is the realization that their prospects are constantly being bombarded with marketing, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services. Guerrillas know that they’re not marketing in a vacuum, but in a world where many factors, other than their own hopes and dreams, influence the way their prospects will act.

Guerrillas are aware of the reality of the immense role of technology in attracting and serving customers. They know that if they’re not keeping up, they’re probably falling behind. If they’re not embracing current technology that allows them to render superlative service, their competitors may be using it to woo away their customers.”
- Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla Cause Marketing

“If you’re looking for reasons for people to buy from you, let them help you aid a social cause. If they patronize your business, they’ll gain all the benefits you offer – plus they can help save the environment, or stop AIDS in its tracks, or cure multiple sclerosis, or save whales.”
–Jay Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla Marketing: Direct Mail Tips

1. Create a sense of “Urgency” in your message.
We are a society of procrastinators. We need that pending deadline or compelling reason to act now. In today’s busy lifestyle, it’s very difficult to actually get people’s attention. So when you do get their attention, you don’t want to lose it. That moment in time, when you have grabbed their attention and aroused their interest, is the best opportunity you will have to get them to take the action you want.

2. Offer Something for “Free”.
Combined with a sense of Urgency, a “Free Offer” motivates people to act. Remember, it’s not the value of the free offer that’s important…it’s the “perceived value” of the offer that’s important. Make sure you include the dollar value of the offer so people can appreciate the cost for them, if they don’t take the action you want.

3. Include a “Call to Action”.
Decide what exactly you want them to do and then tell them exactly how to do it. “Go to the phone and call our Toll-Free number to receive….”

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla Marketing Follow-Up

“Guerrillas know that they must seek profits from their current customers. They worship at the shrine of customer follow-up. They are world-class experts at getting their customers to expand the size of their purchase. Because the cost of selling to a brand-new customer is six times higher than selling to an existing customer, guerrilla marketers turn their gaze from strangers to friends. This reduces the cost of marketing while reinforcing the customer relationship. To guerrillas, follow-up means marketing to some of the most cherished citizens of planet Earth -- their customers.”
-Jay Conrad Levinson, Father of Guerrilla Marketing

Dale Richardson
Drcop Marketing
www.drcop.com

Traditional Marketing vs. Guerrilla Marketing

There are a number of differences between Guerrilla marketing and “Traditional” marketing. Here are some examples of the differences between Guerrilla marketing and Traditional marketing.

Instead of investing more and more money in the marketing process, Guerrilla marketers invest in four different areas:

1. Time
2. Energy
3. Imagination
4. Knowledge

Guerrilla marketing maintains that you do have to spend some money, but it doesn’t depend solely on spending cash. Cash flow is always an issue for any small business but especially new start-up businesses. Guerrilla marketing revolves around spending your other resources: your time, your energy, imagination and knowledge.

Dale Richardson
Certified Guerrilla Marketing Coach
Drcop Marketing
www.drcop.com

Cookie-Cutter Marketing

Many small business owners and entrepreneurs say “Just tell me what works. I don’t have time to try and test different marketing strategies.” They want the “cookie-cutter”, one size fits all marketing strategy.

If there was one strategy that worked, everyone would be using it. Everyone would be successful and the only difference from you and your competition would be price. If this was the case, would there be much room for profit? NO!

What works are marketing combinations, used consistently through trial and error. And the good news for you is that most people won’t use the time, energy, and imagination to consistently use marketing combinations. This is where you have the opportunity to compete with businesses that are bigger than you; have been around longer than you and have more money than you.

Guerrilla Marketing utilizes marketing combinations based on over 100 marketing weapons.

Dale Richardson
Certified Guerrilla Marketing Coach