“You Marketing vs. Me & We Marketing”

Customers and prospects want to know the benefit they will receive from doing business with you. How are you and your product/service going to solve their problem or fill their needs?

“Me & We Marketing” is when you tell them all about yourself. How long you have been in business, how large your building is and how great you are. People don’t care about “You”. They only care about “themselves” and what they are interested in.

Guerrilla Marketing is about “You Marketing” (You being the customers and/or prospects).

A Guerrilla Marketer develops their marketing messages from the customers or prospect’s point of view (You Marketing). What results you will achieve. How you will benefit from our product or service.

Guerrilla Marketers don’t talk about themselves, they talk about what benefit the customer or prospect will receive as a result of using their product or service.

Check your marketing, and even your sales presentations, for how many “You” benefit statements your make compared to how many “Me and We” statements you make. You might be surprised!


Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

FREE Tele-Seminar: Developing Your 7-Step Guerrilla Marketing Plan

Guerrilla Relationships

Successful Guerrilla Marketers don’t make sales, they develop relationships. The number one reason people buy is confidence in the company and salesperson that they like and have developed a relationship with.

It’s a fact that it costs six times more to sell something to a new prospect than to sell to a current customer or even a referred prospect.

Guerrillas know that the key is building relationships through contacts and follow-up.

Guerrilla Marketers look for areas that will provide them high impact at low cost or no cost. You might not be able to out spend your competitors in advertising, but you can “out relationship” them.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

FREE Tele-Seminar: Developing Your 7-Step Guerrilla Marketing Plan

The Clutter Factor

Today’s consumers are overwhelmed by clutter. According to estimates, each one of us is exposed to 3,000 to over 30,000 marketing messages per day. They can be as small and simple as the “Nike” symbol on a shirt someone is wearing to the obvious commercials that interrupt our TV viewing.

The “Clutter Factor” is one of the reasons only one in three of our marketing messages even make it through to the conscious mind of our prospects.

The key to getting your marketing message noticed is to offer something in your message that they want or are interested in.

Bottom line, people notice what they are interested in.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

FREE Tele-Seminar: Developing Your 7-Step Guerrilla Marketing Plan

Guerrilla Marketing

“Marketing is all contact that you or anyone from your organization has with anyone outside of your organization. Marketing is everything you do to promote your business, from the moment you conceive of it, to the point at which customers buy your product or service and begin to patronize your business on a regular basis. The key words to remember are “everything” and “regular basis”.
-Jay Conrad Levinson


Dale Richardson
Certified Guerrilla Marketing Coach
1GuerrillaMarketingCoach.com

FREE Tele-Seminar: Developing Your 7-Step Guerrilla Marketing Plan

The Secret to Successful Marketing

The secret to successful Marketing, and really the secret to be successful in any area of your life, is consistently and commitment.

“I hate to admit this, but mediocre marketing with commitment
works better than brilliant marketing without commitment.”
–Jay Conrad Levinson

The secret to Guerrilla Marketing is not using all 100 of the Guerrilla Marketing weapons. The secret is determining which 5 to 10 Guerrilla Marketing weapons fit you industry, fit your product or service and most important, fit your personality. Then commit to using these weapons consistently. Not just when business is slow. Not just when you have some spare time. Not when you get around to it. But commit to taking action on them consistently.

Business philosopher Jim Rohn says, “It’s not 7 apples on Sunday. It’s an apple a day…everyday.” Jeff Olson, author of the Slight Edge says, “Success is doing the simple things, that seem to make no difference in the act of doing them, but it’s the compounded effect of doing them over and over that leads to success”.

What’s the Secret to Successful Marketing? Develop your Guerrilla Marketing Plan. Chose your Guerrilla Marketing Weapons. And then, commit to taking action on a consistent basis.


Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

FREE Tele-Seminar:
Developing Your 7-Step Guerrilla Marketing Plan

Guerrilla Persistency

“Guerrillas know that the single most important element of superb marketing is commitment to a focused plan. Do you think commitment is easy to maintain after an ad has run nineteen times and nobody is buying? It’s not easy. But Guerrilla Marketers have the coolness to hang in there because they know how to get into a prospect’s unconsciousness, where most purchase decisions are made. They know it takes repetition. This knowledge fuels their commitment. Anyhow, they never thought it was going to be easy. As they say in Real Estate: location, location, location; in marketing we say: Frequency, Frequency, Frequency.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

FREE Tele-Seminar:
Developing Your 7-Step Guerrilla Marketing Plan

Guerrilla Tenacity

Most marketers give up on a prospect when the first contact isn’t successful. A few will give it a second, third or even fourth try. Guerrillas know that marketing process doesn’t really begin after the fourth contact.

Here’s a rule of thumb for the ratio of contacts to sales closed:

• 2% of sales close on the 1st. contact.
• 3% of sales close on the 2nd.contact.
• 4% of sales close on the 3rd. contact.
• 10% of sales close on the 4th.contact.
• 81% of sales close after 5 or more contacts.

So the question is…”When do you give up on prospect?”

The answer should be…”When they are no longer qualified!”

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla “Drip” Marketing

Do you close the sale on the first contact? If you do, that’s great. But for most of us, the sale doesn’t usually happen on the first meeting or contact with our prospects.

There are a number of hurdles you have to cross to get your prospect to buy from you. There have to first become aware of you. They have to see the benefits of your product or service and how it will solve a need or a problem they have. They have to see the competitive advantage of your product or service over your competitor’s product or service. And finally, they have to develop trust not only that your product or service is the best one, but they have to develop trust in you and your company.

The best way to do this is through a marketing “Drip Process”. This is where you “touch” your prospects repeatedly over a period of time with your marketing messages or as we call them “marketing touches”. This is where Guerrilla Marketing teaches us to use a variety of Guerrilla Marketing weapons in combinations to overcome the hurdles and move people from “suspects”, to “prospects”, to “customers” and eventually to “raving fans”.

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla Contacts

How many times do you contact a prospect until you give up? Here’s the statistics on making contact with a prospect vs. converting them to a customer:

• First contact with a prospect you have a 5-10 % chance of having them become a customer.
• Second contact with a prospect, you have a 10-20% chance of having them become a customer.
• Third contact with a prospect, you have 20-30% chance of having them become a customer.
• Fourth contact with a prospect, you have a 30-40% chance of having them become a customer.
• Fifth contact with a prospect, you have a 50-60% chance of having them become a customer.

Every contact after the fifth contact gives you a 60-70% chance of having them become a customer.

So how many times are you going to contact your prospects in the future?

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla Growth

Traditional businesses grow linearly by adding one new customer at a time. Guerrilla Marketing suggests that you grow geometrically by enlarging each transaction.

There are only three ways to grow your business;
1. Add more customers,
2. Go for more repeat sales from current customers
3. Increasing the size of each sale.

Why not grow your business through all three avenues instead of just one?

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing

www.drcop.com

What’s the Value of a Customer?

"It cost six times more to sell something to a prospect than to sell that same thing to a customer." -Jay Conrad Levinson

So what is the real value of a customer? It’s the profits you earn from a customer over the span of time that they are your customer. It’s not just the profits from that first sale.

If your average profit from a customer sale is $100.00 dollars and your average customer buys from you for five times, the value of a customer is $500.00. And that’s not even counting the value of their word-of-mouth referrals.

There are two important marketing strategies in this information:

1. You should treat customers like a $500.00 dollar customer, not a $100.00 dollar customer.
2. The amount of money you spend on marketing to acquire a new customer is not based on the $100.00 dollar profit of one sale, but the $500.00 dollar lifetime profit or “Value of a Customer”.

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Why Do People Buy?

“Why is it that people buy? Did you know that most buying decisions are made in the unconscious mind? People do not, as some may think, consciously select a brand to purchase. Instead, the “unconscious” mind, that inner, deeper portion that comprises 90% of a person’s brainpower, figures out what brand one should purchase. It then sends a message to the conscious mind.

Knowing this, it is also important to know that there are two ways to access the unconscious mind. One is by hypnosis and the other way is through “repetition”. Studies have proven that through - repetition-repetition-repetition -you will get into the unconscious mind of your prospects. Advertising leaders have frequently made the same point. The critical step now is for you to apply this new awareness to your future marketing. You will see it work.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Guerrilla Testimonials

As you collect your testimonials, view it from two view points. First, what problem, pain, or skepticism did the person who is giving you the testimonial have prior using your product or service? Second, how they feel after using your product or service that solved their problem, pain or skepticism?

A testimonial for Guerrilla Marketing Coaching: “I was a new business owner and really didn’t have any idea how to market my business except placing ads in the newspaper. After the Guerrilla Marketing Coaching, I now have a Guerrilla Marketing Mindset and I have a Guerrilla Marketing Plan that involves 10 Guerrilla Marketing Weapons. I now have a daily plan of action, and the best thing, most of my marketing doesn’t cost me anything!”

Actions to Take: List every feature, benefit, claim and fact about your product or service, and then try to get a testimonial that highlights how your customer benefited from them. Second, list every doubt, objection, fear or question that a potential customer could have about your product and service. Then get testimonials from customers that show the positive side of each specific doubt, objection, fear or question a prospect might have.

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

Your Marketing Message

According to Dan Kennedy, “a customer has to be led up five steps to a buying or action decisions (call for an appointment, come into your store, or buy your product or service).”

Step 1: Awareness of a Need and/or Desire for your product or service.
Step 2: Picking the “Product/Service” that will fulfill that need and/or desire.
Step 3: Picking the Source for that product/service.
Step 4: Accepting the source’s Price/Terms.
Step 5: Finding a Reason to Act-Now.

No matter what product or service you are marketing, and no matter whether you are marketing to consumers, or businesses, you must be aware of these five steps and structure your marketing campaigns around them.

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

The Battle to Communicate

Listen to your customers. Your customer’s perception might not be right or even logical, but they’re true and logical to them. You can fight and try to change your customer’s perception or you can use your customers’ perception to guide you on how to sell to your customer.

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

What Do You Strive To Be?

In the book, “In Search of Excellence”, author Tom Peters tells the story about the executive who became aggravated at Peters’ criticism of his business and told Peters, “We are no worse than anyone else!”

Question: Is your goal to be no worse than your competition or are you striving to be the very best and stand head and shoulders above your competition?

FREE Book: “101 Inspirational Quotes & Stories”

Dale Richardson
Certified Guerrilla Marketing Coach

Drcop Marketing
www.drcop.com

E-Mail or Snail Mail?

“I can recall the not too long ago disparaging references to "snail mail" -- implying that physical mail was somehow inferior to the new, much more powerful and mighty email. But now that email has become more of a burden, rather than the welcome novelty it once was -- people have learned to tune it out... toss it out... or leave it unread -- tucked away as magnetic bits on servers all over the globe.

The cost dynamics, maintenance and efforts of mail, phone & fax made them unpopular (not to mention the extra regulations on phone and fax) -- and even out of favor -- as email came on strong. But the new realities are that you MUST use every available way to contact your buyers. And, you must be mindful of contacting people in the ways they want to be contacted... and in the ways that they'll be most responsive”
- Stuart Burkow, Co-Author: Guerrilla Profits

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

You Need A USP (Unique Selling Proposition)

“Your USP (Unique Selling Proposition) needs to answer this prospective customers’ question: “Why should I choose your business/product/service over any/every other competitive option available to me?” The answer to this question is your USP. If you can’t answer this question, not only don’t you have a USP, you’ve got bigger problems. Typically it means that you’ve been getting your customers only because of cheaper price, convenient location, or your charm and charisma, and these leave you very, very vulnerable to new competition. You need a USP.”
-Dan Kennedy

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

*Click Here: FREE: Money Making Secrets, Strategies & Techniques For Business Owners by Dan Kennedy