Guerrilla Marketing: What Are People Buying?

Your customers do not buy because they’re being marketing to or sold to. Instead, they buy because you help them realize the merits of owning what you offer.

• They buy promises you make. So make them with care.
• They buy your credibility or don’t buy if you lack it.
• They buy solutions to their problems.
• They buy wealth, safety, success, security, love and acceptance.
• They buy the consistency they’ve seen you exhibit.
• They buy value, which is not the same as price.
• They buy certainty. They buy your identity as conveyed by your marketing.
• They buy good taste and know it from bad taste.
• They buy the confidence you display in your own business.

-Jay Conrad Levinson


Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Changing Attitudes and Behavior

“Good guerrillas know that there are two schools of marketing – Freudian, based on changing the prospect’s attitude, and Skinnerian, based on modifying the prospect’s behavior. Which is better? Both schools are better. Guerrillas begin to change prospect’s attitudes with Freudian marketing, and then go in for the kill with Skinnerian marketing. The combination of the two is incredibly potent. You’d do well to know both, practice both, and profit with both.”
-Jay Conrad Levinson, “Guerrilla Marketing Attack”

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Tie-Down Questions

As you proceed through your sales process of getting the “Big Yes” to purchase your product or service, it is very helpful to gain momentum with positive “Minor Yeses”. One response technique is the use of “Tie-Down” questions. This is simply asking a question, that is obviously and tying it down with a “tie-down” at the end of the question. “This one of the highest rated vehicles for fuel economy and today fuel economy is important, isn’t it?” What can the prospect say except, Yes.

Look for opportunities to use “Tie-Downs” such as: Aren’t they, Aren’t you, Can’t you, Couldn’t you, Doesn’t it, Don’t you agree, Don’t we, Shouldn’t it, Wouldn’t it, Haven’t they, Isn’t it, Isn’t that right, Didn’t it, Wasn’t it, Won’t they, Won’t you.

You get the idea, don’t you?

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Goals and Core Activities

What activities have the most potential to identify prospects for your business? This is where most business people get it wrong. I work with people who after six months of working on a goal say, "I'm working hard but nothing happening." Most of the time it's because they're not doing the right activities.

For example, if I wanted to run in the Boston Marathon, there are specific core activities that I would need to do. What do you think the first and most important core activity would be? Of course, it would be to run everyday. It seems rather obvious, but you'd be amazed how many people get it wrong.

In business, he most obvious core activity would be to prospect, which in most cases means making cold calls everyday. But once again you would be amazed how many people want to be successful in their business or in their sales career but don't do the basic core activity of making cold calls. They are the same people who will say, "I'm working hard but nothing happening." Of course not, you're not doing the most basic necessary core activity.

Now if you don't know what the core activities are, find someone whose done it and model them. If you wanted to run the Boston Marathon, you would find someone who's already run it and ask them what they did. And today you don't even have to talk to them in person, you can read their books or articles on what they did.

If you want to be successful in finding more prospects for your business, either find someone who is already successful, pick up one of the hundreds of books on sales and marketing, or contact a Guerrilla Marketing Coach. Find out what core activities that successful business people and salespeople did to become successful and model them.


Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Tactic

“Keep in mind that your competitors are getting smarter every single day. So your real job is to augment your marketing attack. Strengthen your plan. Beef up your website. Add a few more weapons to your arsenal. Add more fusion-marketing partners. Try to earn more profits from your marketing investment. Marketing is changing daily. What new tactics and techniques might you use to get a louder bang for a smaller buck?”
-Jay Conrad Levinson, Guerrilla Marketing - Easy and Inexpensive Strategies for Making Big Profits from your Small Business.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Your 3-Guerrilla Markets

Guerrilla Marketing teaches us that we have three markets: the Universe, your Prospects, and your Customers. You need to make sure that you have a process in place to convert members of the Universe into prospects, prospects into customers, and customers into repeat customers.

In marketing to the Universe, the biggest market, you should spend approx. 10 percent of your time and budget. Although a smaller market, Prospects have a much bigger potential for profitability. Invest approx. 30 percent of your time and effort into converting prospects into customers. Your third market, your Customers, has the most potential for profits. They have already purchase from you, so they must like, trust and feel comfortable with you. Customers are primed for repeat sales, up-selling, and the most important factor…referrals. Guerrillas spend approx 60 percent of their time and budget on their current customers.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com