Guerrilla Marketing Planning

"The plan starts with the purpose of the marketing-that is, it starts with the bottom line. Then it connects with the benefits that will beautify that bottom line and with those who will contribute to that line-the target audience. The marketing tools are then listed. Next comes the positioning statement, which explains what the product and company stand for - why the offering has value and why it should be purchased. The identity (not the image, which is phony compared with the honesty of an identity) comes next. The cost of the marketing wraps it up."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing

7-Sentence Guerrilla Marketing Strategy

"Don't leave home without this. Leave home? Don't even go into business without this. Go into battle with neither offensive weapons nor armor, but don't go into business without a simple marketing plan. Guerrillas create strategies with seven simple sentences:

1. The Purpose of the Marketing. The physical action you want your prospect to take...
2. How You'll Achieve this Purpose. Your competitive advantage and benefits.
3. Your Target Market or Markets.
4. The Marketing Weapons You will Use.
5. Your Niche and your Position and What You Stand For.
6. The Identity of Your Business.
7. Your Budget. Which should be expressed as a percentage of your projected gross revenues."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
www.1guerrillamarketingcoach.com

Suggested Reading:The Guerrilla Marketing Handbook

Guerrilla Marketing Plan

"The Guerrilla Marketing Plan or strategy should serve as the springboard for marketing that sells. When doing your own market planning, review your offering with regard to your objectives, the strengths and weaknesses of your offering, your perceived competition, your target market, the needs of that market, and the trends apparent in the economy. This should be instrumental in your establishing a proper position. Ask yourself these basic questions: What business am I in? What is my goal? What benefits do I offer? What are my competitive advantages? What do I fear?
-Jay Conrad Levinson


Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: Mastering Guerrilla Marketing

Guerrilla Marketing Positioning

"A word that you should now start to use and understand is Positioning: determining the specific niche that your offering is intended to fill. What will you stand for in the minds of your prospects and customers?"
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: The Guerrilla Marketing Handbook

Your Guerrilla Marketing Core Story

"You know the secrets. Does that mean you're ready to launch a full-scale marketing attack? Not even close. Before you launch, you need a Core Story: A real-life story about a problem involving the people to whom you're telling the story and how your solution to that problem can make life better for them."
-Jay Conrad Levinson


Dale Richardson

Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: The Guerrilla Marketing Handbook

Keys To Guerilla Marketing Success

"Right here and now, let me tell you the two most important things you should know if you're to succeed with Guerrilla Marketing:

1: Start with a Plan
2: Commit to that Plan.

If you do those two things, you're off to the right start, and you're primed for success."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
http://www.1guerrillamarketingcoach.com/

Suggested Reading: The Guerrilla Marketing Handbook

Guerrilla Marketing Tactics

"Guerrilla Marketing requires you to comprehend every facet of marketing, experiment with many of them, winnow out the losers, double up on the winners, and then use the marketing tactics that prove themselves to you in the battleground of real life."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: The Guerrilla Entrepreneur

Tracking Guerrilla Marketing Weapons

"Once you've launched your Guerrilla Marketing Plan, keep track of which weapons are hitting your target and which are missing. Merely knowing can double the effectiveness of your marketing budget."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: Guerrilla Marketing Attack

The Guerrilla Marketing Difference

"There are thousands of small businesses in the U.S. Many of them offer superb products and highly desirable services. But fewer than one-tenth of 1 percent of those businesses will make it to the point of phenomenal financial success. The elusive variable that makes the difference between merely being listed in the yellow pages and being listed on the New York Stock Exchange is the marketing of the product or service."
-Jay Conrad Levinson

Drcop Marketing

Certified Guerrilla Marketing Coach
www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing Attack

The Marketing Process

"Marketing is the painfully slow process by which you move people from their place in the sun to their place on your customer list, gently taking a grasp of the inside of their minds and never letting go. Each component that helps you sell your product or service is part of the marketing process. No detail is too insignificant. In fact, the smaller the detail, the more important it is to a customer. The more you realize that, the better your marketing will be. And the better your marketing is, the more money you will make. I'm taking not about sales; I'm talking about profits: the bottom line."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: Guerrilla Marketing Weapons

Guerrilla Marketing Referrals

"Your greatest source of new customers are old customers and all you've got to do is ask.

All of your customers have friends. They could recommend your business to friends. They have relatives. They may attend a school. They may be connected with a business. They may be a member of a club. That means there are many people to whom they can recommend your business and if you have a referral program, it means you are contacting these people once or twice a year asking them for the names of people who might benefit from getting on your mailing list. And because you take such good care of your customers, they're going to be very happy to give you the names of people who might benefit from getting on your mailing list.

Guerrillas know to ask for three names, maybe five names, never more than that. It's hard to come up with a lot of names. It's easy to come up with three names or five names."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing on the Internet

Marketing Includes Every Contact with the Public

"Superior marketing doesn't happen by mistake. It occurs when it is deliberately planned and executed. Because Guerrillas are well trained in all aspect of the marketing process, they know "First-things-first" considerations such as the way they greet their customers, their employees' attire and demeanor, how easy their website is to navigate, and their business and domain names, are extremely critical components for success."
-Jay Conrad Levinson


Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: The Guerrilla Entrepreneur

The Most Important Guerrilla Marketing Principle

"Superior marketing provides all companies with their greatest leverage, or control, and should be viewed as an investment. Unlike traditional marketers, Guerrillas invest more time, energy, imagination, and knowledge (or information) than money. This is probably the single most important Guerrilla Marketing principle of them all, even though it may be counterintuitive and the opposite of what you're heard."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: Guerrilla Marketing on the Internet

Guerrilla Advertising Tip

"Your customers and prospects are not interested in white space in you ad. They are interested in information, in what your product or service can do for them."
-Jay Conrad Levinson, Guerrilla Marketing


Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing on the Internet

Guerrilla Marketing Consistency

"Make your marketing consistent. Don't change media. Don't change messages. Don't vary your graphic format. Change your offers and headlines and even your prices, if you wish, but do not change your identity. When you are ready to market your product or service, be prepared to put the word out consistently. Consistently means regularly-and for a good period of time. Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales."
--Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING

www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing Weapons

Guerrilla Marketing Commitment

"I hate admitting this, but mediocre marketing with commitment works better than brilliant marketing without commitment. What makes marketing work? If you were looking for a one-word answer to that question, the word is commitment. Create a sensible plan, and then stick with it until it proves itself to you. How long might that take? Three months, if you're lucky. Probably six months. Possibly as long as a year."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: The Guerrilla Entrepreneur

Guerrilla Marketing Business Cards

"A business card can be more than a mere listing of one's name, address and phone number: it can be a Guerrilla Marketing Weapon. A business card can double as a brochure, a circular, a wallet-size advertisement, and a listing of your services or products. It can open up to become a mini-brochure."
--Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing Attack

The Guerrilla Marketing - 7 Marketing Danger Signals

"Stop for a moment and ask yourself whether you're marketing properly right now. You can be pretty certain that the answer is a resounding 'NO' if any of these seven danger signals are present:
1. My sales are driven mostly by price.
2. Customers cannot distinguish my products or services from those of my competition.
3. I use disconnected sales gimmicks.
4. I do not have a unified plan for imparting my message to my customers and to the trade.
5. Most sales leads come from my sales staff.
6. Longtime customers say, I didn't know you offered that.
7. I don't have a customer or prospect database."
--Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach
DRCOP MARKETING
www.1guerrillamarketingcoach.com


Suggested Reading: Guerrilla Marketing Attack

Guerrilla Marketing: Solving Problems

"Guerrilla Marketing involves recognizing the myriad opportunities out there and exploiting every one of them. In the marketing of any product, problems are certain to arise. Solve these problems and continue to look for new problems to solve-problems of prospects and customers. Businesses that solve problems have a greater chance of success than those that don't."
--Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: Mastering Guerrilla Marketing

Marketing Awareness

"Guerrilla Marketing demands that you scrutinize each of the Guerrilla Marketing methods, and a lot more, and then use the combination that is best suited to your business. Once you've launched your Guerrilla Marketing Plan, keep track of which weapons are hitting your target and which are missing. Merely knowing can double the effectiveness of your marketing budget."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: Guerrilla Marketing Attack

Guerrilla Marketing: For Small Businesses and Entrepreneurs

"If you’re an entrepreneur, you need Guerrilla Marketing more than ever because the competition is smarter, more sophisticated and even more aggressive than it was in the past. Your marketing agenda as an entrepreneur is vastly different from that of an esteemed member of the Fortune 500. Some of the principles may be the same, but the details are different. If you’re a small company, a new venture, or a single individual, you can use the tactics of Guerrilla Marketing to their fullest. You have the ability to be fast on your feet, to use a vast array of marketing tools, and to gain access to the biggest marketing brains and get them at bargain-basement prices.”
--Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

The Heart of Guerrilla Marketing

"The heart of Guerrilla Marketing is the proper utilization of the Guerrilla Marketing Weapons you choose to use. A basic precept of Guerrilla Marketing calls for you to be aware of all 100 Guerrilla Marketing Weapons, to utilize and test many of them, and then to eliminate those that fail to hit it out of the park for you. The idea is for you to end up with an arsenal of lethal and proven weapons."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Guerrilla Marketing: Marketing Weapons

"Traditional marketing uses one or two marketing tactics: TV, radio, newspapers, magazines, direct mail or the Internet. Guerrilla Marketing identifies "100 Guerrilla Marketing Weapons" and over half of them are free."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Guerrilla Marketing: Monologue or Dialogue

"Traditional marketing is a monologue. One person does all the talking or writing. Everyone else listens or reads. Hardly the basis of a relationship. Guerrilla Marketing is a dialogue. One person talks or writes. Someone else responds. Interactivity begins. The customer is involved with the marketing."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Suggested Reading: Startup Guide to Guerrilla Marketing

Guerrilla Marketing: Making The Sale

"Traditional marketing believes that you can make the sale with marketing. That may have been so a long, long time ago, but that doesn't often happen anymore. That's why Guerrilla Marketing alerts you to the reality that marketing today can hope only to gain people's consent to receive more marketing materials from you."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING

www.1guerrillamarketingcoach.com

Guerrilla Marketing: Intentional vs. Unintentional

"Traditional marketing is, for the most part, unintentional. It tends to ignore the little details, such as how your phone is answered, the decor of your office, the attire worn by your employees. Guerrilla Marketing is always intentional. It pays close attention to all the details of contact with the outside world, ignoring nothing and realizing the stunning importance of those tiny but supercharged details."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Marketing To Individuals vs. Groups

"Traditional marketing has always aimed its message at groups: the larger the group, the better. Guerrilla Marketing aims its message at individuals, or if it must be a group, the smaller the group, the better."
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Relationships

“Traditional marketers, at the end of the month, count money. Guerrillas count new relationships. Knowing that people actually do want relationships, Guerrillas do everything they can to establish and nurture a bond between themselves and each individual customer. They certainly do not disdain money, as indicated by their penchant for profits, but they know deep down that long-term relationships are the keys to the vault.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com