1 Guerrilla Marketing Coach

Guerrilla Marketing Planning

2010-07-07T08:42:00.002-04:00

"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

2010-06-29T06:40:00.002-04:00

"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

2010-06-24T10:37:00.001-04:00

"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

2010-06-18T08:43:00.001-04:00

"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

2010-06-08T09:46:00.001-04:00

"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

2010-06-02T12:43:00.003-04:00

"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

2010-05-25T10:14:00.001-04:00

"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

2010-05-18T09:15:00.002-04:00

"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

2010-05-04T11:04:00.002-04:00

"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

2010-04-28T00:15:00.001-04:00

"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

2010-04-20T22:11:00.001-04:00

"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

2010-04-13T10:07:00.002-04:00

"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

2010-04-06T11:12:00.001-04:00

"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

2010-03-30T12:04:00.002-04:00

"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

2010-03-23T10:13:00.002-04:00

"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

2010-03-16T10:45:00.003-04:00

"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

2010-03-09T10:02:00.003-05:00

"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

2010-03-02T10:39:00.002-05:00

"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

2010-02-23T11:23:00.001-05:00

"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

2010-02-16T11:26:00.001-05:00

"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

2010-02-09T09:26:00.000-05:00

"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

2010-02-02T19:30:00.001-05:00

"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

2010-01-26T09:53:00.001-05:00

"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

2010-01-19T11:38:00.005-05:00

"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

2010-01-15T09:55:00.002-05:00

"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

2010-01-12T13:21:00.001-05:00

"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

2010-01-08T10:35:00.001-05:00

"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

2010-01-05T11:15:00.001-05:00

“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

Guerrilla Marketing: Combinations

2009-12-29T13:28:00.001-05:00

“Traditional marketing would have you believe that advertising works, that having a website works, that direct mail and e-mail work. To those antiquated notions, Guerrilla Marketing says nonsense, nonsense and nonsense. Advertising doesn’t work. Websites? Get serious. People learn daily that they are paths to financial oblivion and shattered dreams. Direct mail and e-mail used to work. But not anymore. So what does work? Guerrillas know that marketing combinations work. If you run a series of ads, have a website, and then do direct marketing, or and e-mailing, they’ll all work, and they’ll each help the others work. The days of single-weapon marketing has been relegated to the past. We’re living in an era when marketing combinations open the doors to marketing success.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1guerrillamarketingcoach.com

Guerrilla Marketing: Giving

2009-12-22T11:34:00.001-05:00

“Traditional marketing has always thought about what it could take from a customer. Guerrillas have a full understanding of the lifetime value of a customer, but they also concern themselves with what they can give a customer. They’re always thinking of things they might give away for free, and now that we’re smack dab in the middle of the information age, they try to give away free and valuable information – such as booklets, informative websites, brochures, TV infomercials – wherever they can. Don’t forget what I said about marketing as your opportunity to help your prospects and customers succeed at attaining their goals. It’s also your golden chance to help them solve their problems. Can you do it for free? If you can, you’re a Guerrilla.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Me Marketing vs. You Marketing

2009-12-17T11:23:00.001-05:00

“Traditional marketing has always been ‘me’ marketing. Visit almost any website and you’ll see ‘About our company’, ‘About our history’, ‘About our product’, ‘About our management’. But people don’t care about you. Me marketing makes them sleepy. That’s why Guerrillas always practice ‘you’ marketing, in which every word and every idea is about the customer, or the visitor to a website. Don’t take this personally, but people simply do not care about your company. What they care about is themselves. And if you can talk to them about themselves, you’ll have their full attention.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Fusion Marketing

2009-12-14T11:16:00.001-05:00

“Traditional marketing advises you to scan the horizon to determine which competitors you ought to obliterate. Guerrilla Marketing advises you to scan the same horizon to determine which businesses have the same kind of prospects and standards as you do – so that you can cooperate with them in joint marketing efforts. By doing so, you’re expanding your marketing reach, but you’re reducing the cost of your marketing because you’re sharing it with others. The term that Guerrillas use for this outlook is Fusion Marketing.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Follow-Up

2009-12-09T10:26:00.001-05:00

“Traditional marketing puts all its effort on making the sale, under the false notion that marketing ends once the sale is made. Guerrilla Marketing reminds you that 68 percent of all business lost is lost to apathy after the sale – ignoring customers after they’ve made the purchase. For this reason, Guerrilla Marketing preaches fervent follow-up – continually staying in touch with customers – and listening to them. Guerrillas never lose customers because of inattention to them.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Geometrical Growth

2009-12-05T10:46:00.001-05:00

“Traditional marketing says that you should grow your business linearly by adding new customers one at a time. But that’s a slow and expensive way to grow. So Guerrilla Marketing says that the way to grow a business is geometrically – by enlarging the size of each transaction, engaging in more transactions per sales cycle with each customer, tapping the enormous referral power of each customer, and growing the old-fashioned way at the same time. If you’re growing your business in four directions at once, it’s tough not to show a tidy profit.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Focus

2009-11-30T10:30:00.000-05:00

"Traditional marketing suggest that you grow your business and then diversify. That kind of thinking gets many companies into hot water because it leads them away from their core competency. Guerrilla Marketing suggest that you grow your business, if growth is what you want, but be sure to maintain your focus – for it’s that focus that got you to where you are in the first place.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Psychology

2009-11-24T14:44:00.001-05:00

“Traditional marketing is based on experience and judgment, which is a fancy way of saying ‘guesswork’. But Guerrilla Marketers cannot afford wrong guesses, so it is based as much as possible on psychology – laws of human behavior. For example, 90 percent of all purchases decisions are made in the unconscious mind, that inner deeper part of your brain. We know a slam-dunk manner of accessing that unconscious mind: repetition. Think it over a moment, and you’ll begin to have an inkling of how the process of Guerrilla Marketing works. Repetition is paramount.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Profits

2009-11-16T11:17:00.001-05:00

“Traditional marketing measures its performance by sales or responses to an offer, hits on a website, or store traffic. Those are the wrong numbers to focus on. Guerrilla Marketing reminds you that the main number that merits your attention is the size of your profits. I’ve seen many companies break their sales records while losing money in the process. Profits are the only numbers that tell you the truth you should be seeking and striving for. If it doesn’t earn a profit for you, it’s probably not Guerrilla Marketing.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Geared Towards Small Businesses

2009-11-03T10:29:00.001-05:00

“Traditional marketing is geared towards big business. Before I wrote the original Guerrilla Marketing in 1984, I couldn’t find any books on marketing for companies that invested less than $300,000 monthly. Although it is now true that many Fortune 500 companies buy Guerrilla Marketing by the caseload to distribute to their sales and marketing people, the essence of Guerrilla Marketing –the soul and sprit of Guerrilla Marketing – is small businesses: companies with big dreams but tiny budgets.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: No Mystique

2009-10-30T10:28:00.001-04:00

“Traditional marketing is so enshrouded by mystique that it intimidates many business owners, who aren’t sure whether marketing includes sales or a website or PR. Because they are so intimidated and worried about making mistakes, they simply don’t do it. Guerrilla Marketing completely removes the mystique and exposes marketing for exactly what it really is – a process that you control – rather than the other way around.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Time-Energy-Imagination-Information

2009-10-26T12:35:00.001-04:00

“Traditional marketing has always maintained that to market properly you must invest money. Guerrilla Marketing maintains that if you want to invest money, you can – but you don’t have to if you are willing to invest time, energy, imagination, and information.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Marketing: More of The Same

2009-10-12T10:34:00.001-04:00

"The trend in current marketing? More of the same. That means more misguided, ill-advised, poorly planned, unrealistic, self congratulating, silly, beside-the-point propaganda that generates profits for advertising agencies and marketing consultants, but not for the people signing the checks that pay for this kind of marketing. It is the result of lacking insight at the out set. And that's like diving into a swimming pool that has no water. Guerrilla marketing has developed and flourished as a result. Where the first Guerrilla Marketing books were written for small businesses with limited capital, they are now embraced by large multinational corporations that are sick and tied of tossing money away."
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: The Truth Made Fascinating

2009-10-05T14:42:00.001-04:00

“When you view marketing from the vantage point of the Guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It’s about them. I hope you never forget that.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: What Are People Buying?

2009-09-29T20:26:00.002-04:00

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

2009-09-21T15:08:00.001-04:00

“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

2009-09-16T11:22:00.001-04:00

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

2009-09-14T11:10:00.001-04:00

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

2009-09-08T14:08:00.001-04:00

“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

2009-09-03T10:35:00.001-04:00

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

Guerrilla Marketing Sales Tip: Dealing With Objections Part-3

2009-08-27T11:13:00.001-04:00

You have brought up and handled your most common objections early in the sales process. Now there is one more step in the process. After you have answered a potential objection, make sure you get some type of commitment from your prospect that you have answered the objection to their satisfaction. For example, “Does that satisfy all your concerns about why we aren’t the lowest price?” When they verbally agree that you have answered all their concerns about the objection, they are not likely to contradict themselves and bring the objection up again. Now you can put these common objections behind you and move forward with your sales presentation.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Dealing With Objections Part-2

2009-08-26T09:48:00.003-04:00

You have written down your 4-5 most common objections and have written out how you want to respond to them. Now that you are pretty sure you will be hearing these objections sometime during your sales process, why not be proactive and bring them up and handle them early in the process. Many times, a prospect has this “bomb” (objection) in his pocket and they are just waiting to blow your presentation apart. If you defuse their potential bombs early, your sales process will be much easier and more productive.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Dealing With Objections Part-1

2009-08-24T13:26:00.001-04:00

Most salespeople know that there are typically 4-5 common objections that they will hear repeatedly. The first thing to do is to write these objections down. Now instead of trying to deal with these objections under pressure during a sales call, think about how to handle them and write out your response. Work on your response until you have every sentence and every word the way you want it. Now practice-drill-rehearse these responses until they become second nature to you. When you hear one of these objections you will automatically, without thinking go into your response.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Call Reluctance Part-3

2009-08-20T10:19:00.001-04:00

How To Deal With Call Reluctance

First, call reluctance is about the dealing with rejection. We don't like to be rejected. When we make a call and they hang up or say no, we take that rejection personally. But in fact when they hang up or say no, they aren't saying no to us or rejecting us, they are saying no or rejecting our potential sales pitch. They probably don't know us or never will. How can they be rejecting you?

The next most important antidote to call reluctance is your belief in your company, and your product or service. You must truly believe that "Your product or service is a valuable solution and you are offering this solution to people who want and need that solution". And if you can't say this and believe it, you will always have a problem with call reluctance.

This doesn't mean that you have the perfect or only solution. Many times salespeople look at their product/service and their company and compare it to the competition. They see things that their competition offers, for example a lower price, and they become blind to everything except that one feature. But people buy for many different reasons. This is why we have value, moderate and deluxe hotels or Mercedes and Yugo's.

The next key to overcoming call reluctance is having a Guerrilla Marketing Plan & Calendar. With the help of your Guerrilla Marketing Coach, you will develop a list of at least ten Guerrilla Marketing Weapons for your plan. Your Guerrilla Marketing Weapons are the marketing strategies, tactics and techniques that you will utilize to develop new prospects and customers.

Your Guerrilla Marketing Plan and Calendar will answer the following questions: What to do, When to do it, How often to do it and How many to do.

Normally, "Cold Calls" are at the top of the list of marketing weapons. Again, "You don't have to like making cold calls, you just have to do them!"

Next, with the help of your Guerrilla Marketing Coach, you will determine based on your individual business, industry and personality, how many cold calls you need to make on a daily basis to reach your desired goal of new appointments. This number will be on your Guerrilla Marketing Calendar, not as a wish or should, but as a "must do appointment".

Last, you need to take the actions. You must make the calls. What's the rule? "You don't have to like making cold calls; you just have to make them!"

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Call Reluctance Part-2

2009-08-19T10:30:00.001-04:00

What Is Call Reluctance

Call Reluctance is a challenge that severely impedes your ability to be successful in finding new prospects and customers. Prospecting is the key to building your business and making outbound calls is a key prospecting strategy. Without prospecting you can't qualify people to determine who needs your product or service. When we suffer from call reluctance we tend to develop rationalizations and other tactics to avoid making necessary prospecting calls.

The first key to overcome call reluctance is to develop a prospecting plan. Your prospecting plan will include a variety of prospecting tactics and strategies to develop new business. Your prospecting plan will include activities such as: direct mail, advertising, networking, referrals, etc. The cornerstone activity to any prospecting plan is outbound "cold calls" to your defined target market.

If "cold calls" are not at the top of your list or if you try to avoid cold calling, you are doing yourself a disservice. There's a rule in sales: "You don't have to like making cold calls...you just have to make them!" If you do avoid making cold calls, don't feel alone. There's another old saying, "The only people who say they like making cold calls...never made any!"

You have heard of the "Pain/Pleasure" theory. We tend to avoid anything that causes us pain. Well, cold calling causes us emotional pain. It makes us step out of our comfort zones. And we don't like to be out of our comfort zones. We would rather not experience the pleasure (the results) than experience the pain (being out of our comfort zones).

One reason people don't like to make cold calls is because of the "fear of rejection". In their minds, when they make a call and the person on the other end says, "No, I'm not interested!", they feel that the person rejected them personally. It's almost like the person on the phone attacked them. What happens is our built-in "Fight or Flight" syndrome kicks in. We either get mad and start our internal attack on them (and everyone else) or we flee back into our comfort zone so we don't have to experience that rejection again. Typically when we get mad at the rejection, we start an internal dialogue along the lines of, "That idiot, who do they think they are. I hope I run into them on the street. I'll show them..." Now when we get mad, are we in the proper mindset to continue to make successful calls? No! When we flee back into our comfort zone are we going to make that next call or find some excuse not to?

There are also internal scripts from our childhood experiences that cause call reluctance. One of the most obvious is "don't talk to strangers". Didn't you hear that constantly when you were growing up? How about, "it's not polite to ask for money" or "don't be a pest". These beliefs were pounded into us growing up. But now as salespeople or business owners, to be successful we need to talk to strangers, ask them for money, and sometimes be a pest. No wonder we struggle with call reluctance.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Call Reluctance Part-1

2009-08-18T11:32:00.001-04:00

Call Reluctance In Action

"I need to find some new business. With my Guerrilla Marketing Coach, we developed my Guerrilla Marketing Plan that utilizes the Guerrilla Marketing Weapon of cold calling on people who I have identified as my target market. My Guerrilla Marketing calendar says I need to make (10) cold calls today.

Ok, it's a little too early to call so I will start calling a little later. Maybe I call John Smith; he's a good customer and a good guy. It was nice talking to John. You know, I went to that Chamber of Commerce event the other night and I got a lot of business cards. I need to organize them for future reference. Ok, let's get to those calls. Wow, I didn't realize that it was almost lunch time. I can't call at lunchtime. I need to pickup my cleaning and get the car washed, so I'll leave a little early for lunch and get these errands done.

That was a productive morning. I called John Smith; I organized the business cards from the chamber event, picked up my cleaning and got the car washed. Now let's get to those prospecting calls. Ok, let's look at that list. Oh, this company is too big, I'm sure they won't buy from a small company like mine. Now I know that this next company uses my competitor. I can't compete with them. Ok, ABC Inc. looks like a possibility. Wait a minute; I remember calling them about a year ago. They weren't very nice. I know they won't buy. Ok-Ok, now this company, XYZ looks like a good prospect. Let's start with this one.

Wow...that gatekeeper was a pit-bull. She wouldn't even let me give my pitch. I need a cup of coffee after that one. Ok, let's see who's next on my list. You know, she was outright nasty. Who does she think she is? Ok, let's call this next company. You know, they're all alike. I'll probably get the pit-bulls sister on this call. You know, I really have to catch up on my paperwork or my boss will be all over me. I can make these calls later. I deserve a break. I've been working hard. I'll just do (20) tomorrow to make up for today."

Sound familiar? Why do we act this way? Why do we avoid making the calls that could make us money? How can we deal with this thing called "Call Reluctance"?

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing - Complacency

2009-08-11T14:03:00.000-04:00

Did you land that great account that you have been after? Are things looking good for you? Is it time to kick back? Key point-Your biggest competitor isn’t that company that’s been around for years or is ten times the size of your company. Your biggest competitor is “Complacency”. You can not afford to become complacent, especially in today’s competitive environment. You can’t afford to sit back and count your commission checks. Remember…You best customer is right now, at the top of your competitor’s prospecting list!

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Connecting

2009-08-04T11:12:00.001-04:00

Guerrilla marketers look for any opportunity to connect with their prospects and customers. Whatever their business or personal interest are, you should always be looking for things that you can give them that is not a sales pitch but something they would appreciate. If they like motivational or inspirational quotes and stories and you run across one, send it to them. If they like golf, if you see an interesting article of golf, send it to them. By doing these little things, you are not only helping to build and strengthen your relationship with them you are building “top of consciousness” or “top of mind” with your prospects and customers. Key...People buy from people they like, trust and feel comfortable with!

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Don't Beg

2009-08-03T11:09:00.001-04:00

Do you send the message to your prospects..."I need this sale"? You can do this through your nervousness, your body language, or your words. Remember, people buy from people they like, trust and feel comfortable with. If you are coming off as desperate to make a sale, do you think your prospect will like, trust and feel comfortable with you? No way! No matter how much you need the sale, you need to come off as a profession, who understands the prospect's problems, and you are there to help them to solve their problem. Key Point: "Want the business, but don't need the business. Ask for the business, but don't beg for the business!"

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Aggressiveness

2009-07-30T10:47:00.001-04:00

The average business invest only“4%” of their gross revenues in marketing their business and use only two or three strategies or tactics to market their business. This might be the reason the average business doesn't make it to the five year mark. Do you want to be average? Guerrilla Marketing companies are not average. They are aggressive in their marketing and they know that marketing is not something you should do or something to do when business is slow. Guerrilla businesses market their business everyday. They utilize as many Guerrilla Marketing Weapons as they can use effectively. Guerrilla companies practice the concept of “Plan-Do-Review”. They measure and track every marketing strategy and tactic and constantly work on their “ABTS” (Attitudes, Behaviors, Tactics, and Strategies).

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Patience

2009-07-29T11:15:00.001-04:00

Remember, marketing is a “Process”. It’s not a one time attack. One of the biggest problems many businesses have is not that prospects and customers get tired of your marketing, it’s you and your employees getting tired of it. Because it’s your marketing message, it penetrates your mind every time your see or hear it. But with the thousands of marketing messages people are exposed to everyday, most of them never penetrate their minds. Remember, only one out of three of your marketing exposures will penetrate your prospects mind and they need on average, seven exposures of your marketing message to become a customer. The key is to have patience when it comes to your marketing.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

The Secret of Guerrilla Marketing

2009-07-28T11:03:00.001-04:00

Guerrilla Marketing teaches us that on average, a suspect, someone who does not know you or your product or service, must be exposed to your marketing message nine times before they will become a customer. But…the challenge is; only one out of three exposures to your marketing messages gets through or penetrates a persons mind. So now we know that person needs twenty-seven exposures to your marketing message to finally become a customer. So the secret of Guerrilla Marketing success is “Patience”.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Tip: Stand Out From The Competition

2009-07-24T11:22:00.001-04:00

Have you ever noticed that most companies and salespeople in an industry tend to act alike and sound alike? They not only offer the same product or service, but they offer the same features and benefits, the same marketing method, and even the same sales presentation. This is probability because as industries grew, people left their current company to start their own company selling the same product or service. Of course they only know what they were taught in their old company, so that’s what they do to sell and marketing their new company. It’s a vicious cycle.

First of all, to be successful you must have a process in place to constantly research what your competition is doing. You need to know everything you can about your competition and your industry. Second, you must find a way to stand out from everyone else. With over 100 Guerrilla Marketing Weapons available, you don’t have to depend on the same one or two marketing strategies that everyone else is using. You should have a minimum of ten Guerrilla Marketing Weapons in your marketing plan that you are working on a consistent basis.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Emotional I.O.U’s

2009-07-20T15:21:00.001-04:00

How do you handle a request from a client or prospect for those extra things that are not part of the normally course of doing business? Do you quickly respond, “No Problem”? You might be hurting yourself if you do. When you do those extra “free” things for your prospects or customers, you are doing them to help build your relationship and reciprocity so they will hopefully buy from you or keep buying from you. But when you say, “No problem”, you are missing the opportunity to build some ‘Emotional I.O.U’s”.

You build “Emotional I.O.U’s by letting the prospect or customer know that you are going out of your way or above the call of duty for them. There is a psychological principle that when someone does something for you, you feel the obligation to do something for them. But if they think what you are doing for them is “no problem”, this principle doesn’t kick in. They need to know that what you are doing is extra effort on your part, and that you are going that extra mile for them. Now, the principle kicks in and you have an “Emotional I.O.U” with your prospect or customer that you would never have if you had said, “No Problem”.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Overcoming Sales Resistance

2009-07-17T11:18:00.000-04:00

Have you ever been told “what you should do” or “what’s best for you”? How did you respond? You probably resisted. This is human nature. We do not like to be told, what to do or how to act. In sales, when you start telling prospects what they need or what’s best for them, this psychological principle is working against you.

Instead of telling, start asking the right questions that leads your prospect to discover what’s best for them (your product or service). In addition to good probing questions, use the strategy of “third-party” stories. Stories of people just like them, with the same problem or issue and how your product or service solved their problem. Your prospect can put themselves into the stories and relate how they have a similar situation and come to the conclusion that if they want the same result, they need your product or service.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Work Smarter… Not Harder

2009-07-14T10:25:00.000-04:00

If you are looking to increase your sales, you have two options. One, increase your numbers. For example, if you are making 50-calls per month, increase it to 60-calls per month. If you close one out of 10, then instead of closing 5-sales a month, you would close 6-sales per month. This is working harder.

The second option, working smarter, is to improve your skills, behaviors and techniques. If you could improve your closing ratio from “1 out of 10” to “2 out of 10”, then when you make 50-calls you would close 10-sales per month.

An accountability coach will train and coach you, to improve your skills, behaviors and techniques to work smarter…not harder.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip: Vendor or Advisor?

2009-07-09T16:12:00.001-04:00

Do you “Tell & Sell” –“Show Up and Throw Up” all your knowledge on your prospects? If you do, you are a “Vendor”, and you’re just like every other vendor/supplier/competitor that is selling to your prospects. (And you wonder why price is always an issue.)

On the other hand, if your sales process is focused on the prospect, if it is conversational, and you ask questions to help understand your prospects and their issues, then you are an “Advisor”. And what’s the word that we often hear with the word advisor? How about, “Trusted “Advisor.

People buy from people they, like, feel comfortable with and they “trust”. So become a trusted “Advisor” and standout from the competition.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip - Defuse It Before It Blows Up

2009-07-07T11:20:00.001-04:00

Is there a question or objection that you hope your prospect won’t bring up. Maybe it’s a recurring problem with your product or service. The best technique is to avoid the stress and bring it up, “defuse it”, before your prospect does. Handle it up front. If it’s going to be a deal breaker, wouldn’t you rather know now than after you spent the time and energy on your whole presentation and then having it come up? When you bring up the problem or issue upfront, you will not only look more credible to your prospect…selling will be a lot less stressful for you.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing: Mind Reading

2009-06-24T10:32:00.001-04:00

Do you know what the prospect means when they say, “That was a great presentation”? Are they complimenting you on the design of your PowerPoint slides? Do they think you have a good voice? Or do they like your information but not enough to switch to your company? Unless your “Carnac the Magnificent”, you need to find out what “That was a great presentation” means. No matter what the prospect says, you need to be sure, not what you think they meant, not what common sense might interpret it to mean, but what the prospect actually meant. Leave the mind-reading to Carnac.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #4

2009-06-19T10:33:00.001-04:00

Remember the “3-Foot” prospecting rule. You’re encouraged to talk to anyone who comes within 3-feet of you, to determine if they are a potential prospect. The keys to remember is, the objective of the “3-Foot” rule is to make contact with a “suspect” and to make a determination, if the person may be a potential “prospect” and if there is reason to put them into your sales funnel. This is not the time to “tell & sell”.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #3

2009-06-15T22:24:00.000-04:00

Have you ever had a buyer call and cancel the order before you got back to the office? They seemed happy. They agreed to everything and signed the paperwork. What happened? The fact is you will never know what triggered their “Buyer’s Remorse”.

The key is to build some type of “Buyer’s Remorse” outlet into your sales presentation. After you have completed the sale, and before you rush out, add one more step to your sales process.

Confront your prospect with the possibility of “Buyer’s Remorse”. “You know Mr. Prospect, some people like yourself are too kind to tell me that our (product/service) isn’t right for them. So they sign the agreement and then after I leave, they call the office and cancel the order, so they don’t have to tell me no in person. Mr. Prospect, is there any reason why you would call and cancel the order after I leave today?”

You have forced the prospect to have “Buyer’s Remorse”, in a controlled environment. An environment, you can control. If they have “Buyer’s Remorse” after you leave, there’s not much you can do. You have relieved any pressure they might have, and also given them the opportunity to verbalize any “Buyer’s Remorse” they might have. But…because you are still with them, you now have the opportunity to deal with any issues they might have and to save the sale.

If they say, “No, there’s no reason I would call to cancel”, before they pick up the phone to cancel, they will at least have to face the moral issue of going back on their word to you. Will it work every time? Of course not. But instead of running out, with the agreement and your fingers crossed, you at least took some proactive measures to prevent “Buyer’s Remorse” and a cancelled sale.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #2

2009-06-10T10:31:00.002-04:00

Do you hear what the prospect is saying or do you only hear what you want to hear? Prospect have the same problem; they tend to only hear what they want to hear during your sales presentation and block out what they don’t want to hear.

During your sales presentation, make sure you clarify anything that is even remotely ambiguous. Also, ask for feedback from your prospect on items your have presented to make sure there’s no misunderstanding. Then again at the end of your presentation, do a recap of what you and the prospect have discussed, to confirm you are both clear and on the same page regarding the presentation details.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #1

2009-06-09T11:32:00.002-04:00

In a selling situation, do you tell the prospect all about you, your company, your product or service, and how great you are? Prospects can get that information from your brochure or website.

Potential buyers are only interested in one thing…themselves and solving their problems and issues. So instead of telling them all about you; ask questions to find out about them and their situation. If they took the time to have you come in, they have some problem(s) or issue(s) they want solved. Find out what they are and then sell the solutions (your product or service) to their specific problem.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Fusion Marketing Partners

2009-06-05T11:44:00.000-04:00

Whether you call it strategic alliances, collaborative marketing, marketing partnerships or what Guerrilla Marketing calls “Fusion Marketing”, it is one of the most powerful marketing strategies you can use. Fusion marketing allows you to exposure your business while not spending a lot of money.

Internet marketers are far ahead in this area. They understand the value of their customer mailing list to other non-competitive internet marketers. When one marketer comes out with a promotion, all of their “Fusion Marketing” partners send the promotion to their customer list. So instead of sending the promotion to say your 1,000 customers, if you have ten Fusion Marketing partners all with 1,000 customers, you now have exposed your marketing message to 10,000 potential customers. And the best part, it didn’t cost you a penny more.

Find other businesses, which are not direct competitors, whose customers and prospects match your target market. Then find ways to piggyback on each others marketing.

The marketers, who use their imagination and “out-of-the-box thinking”, will be the winners when it comes to Fusion Marketing.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Viral Marketing

2009-06-04T10:40:00.001-04:00

What could be better than having your prospects and customers spreading word of mouth marketing about you and at no cost? Welcome to “Viral Marketing”. Viral marketing is spreading word-of-mouth about you electronically through emails. Just like when someone who is sick sneezes and infect people around them, and then these people infect others, viral marketing works on the same principle.

The classic example was Hotmail. As subscribers sent emails to their family and friends, there was a simple message on each email, “Get Your Own Free Hotmail Account”. Hotmail was the fastest growing subscriber base company in history.

Key Question: How can you utilize and benefit from “Viral Marketing”?

What could you use in your marketing that prospects and customers would want to send to their family, friends, and co-workers?

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Word of Mouth

2009-06-03T10:30:00.001-04:00

“Ask yourself, ‘Who else do my prospects patronize?’ A local restaurant asked themselves this question, and came up with the answer, ‘Beauty Salons’. So they offered two free dinners to all the salon owners within a two-mile radius of their restaurant. The salon owners took advantage of the free dinners, sampled the food and loved it. They during their “Moment of Maximum Satisfaction” talked up the restaurant and their food to all of their clients. Soon, there was a line outside the door of the restaurant waiting to be seated.”

-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Response

2009-06-02T10:27:00.001-04:00

“Time is not money, though you probably have lived your whole live believing the contrary. If you run out of money, there are more ways to scrounge up more. If you run out of time – well, that’s all she wrote. People do not like to wait, whether it’s on the phone, at your website, in your office, in their office, or when dealing with you in any way. They know that time is not money, so save them time and you will see the results in your bottom-line.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Telemarketing Tips

2009-06-01T09:56:00.001-04:00

1. Use the name of the person your calling.
2. Use a conversational approach to build rapport.3. Use either a “verbatim” script or an “idea” script…but use a script - don’t “wing”.
4. Make sure you are talking to the right person…just don’t assume they are the decision maker.
5. Just like advertising, use a “headline” statement or question, to grab their attention.
6. Ask questions to determine their needs and wants.
7. Concentrate your presentation on what you can do to solve their problems or fulfill their needs.
8. Make them an “Offer” that hits them emotionally.
9. Close with a “call to action”- a sale, a follow-up call or in-person appointment.
10. Key Point: Make sure you use either a “verbatim” script or “idea” script – “don’t wing it”.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Tracking

2009-05-29T10:00:00.001-04:00

“Not all marketing tactics are created equal. A simple tracking plan that is carefully monitored can help you save money, time and effort in your marketing. Your tracking plan will reveal which ones are superstars and which ones are duds. You then can spend more of your budget, time and energy on the marketing tactics that are working and eliminate those that are not working.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Reputation

2009-05-28T11:12:00.001-04:00

“Your credibility is something you earn by doing the right thing. Your reputation is something you get by continually doing the right thing over a long period of time. Just like credibility, your reputation isn’t’ something you can pay for. You have to earn it. And it takes time to earn it. Not one business that you frequent had your confidence before you starting going there. They had to do many good things over and over again just to begin earning a good reputation. All guerrillas know that the number one factor in determing where and with whom people do business is confidence in that business. And a top-rate reputation helps build that confidence.”
-(Jay Conrad Levinson)

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.1GuerrillaMarketingCoach.com

Guerrilla Credibility

2009-05-27T12:38:00.001-04:00

“There aren’t many shortcuts to credibility, but your commitment to your guerrilla marketing plan is one of the biggest contributors of all. And commitment doesn’t cost any money. When people see that you’re truly interested in them, they will believe in you. When people believe in you, you have won credibility in their minds.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING

www.1GuerrillaMarketingCoach.com

Guerrilla Neatness

2009-05-26T09:49:00.001-04:00

“Neatness is hardly something you’d expect to learn about in marketing. Neatness proves that you care, that you take your business seriously. When I’m talking about neatness, I’m talking about not just your person, but also your office, your store, your car, your signs, your correspondence, and your workspace. They are all part of your marketing.”
-Jay Conrad Levinson

If you are sloppy in any area…prospects tend to believe that you will be sloppy in other areas. Any they don’t want sloppy “Quality” or sloppy “Service”.

Dale Richardson
Certified Guerrilla Marketing Coach

www.1GuerrillaMarketingCoach.com

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

Guerrilla Greetings

2009-05-22T10:08:00.001-04:00

“People who call your business should be able to sense the “Smile” in the voice of the person answering the phone. They should be treated graciously and made to feel important, as they are. Callers should be made to believe that they are right – even if they’re wrong. Every phone call is a golden opportunity for you to intensify your relationship with the prospect or customer.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

The Goal of Guerrilla Marketing

2009-05-12T09:29:00.001-04:00

“Guerrilla Marketing is a collection of methods, weapons, and strategies you can apply today to more effectively compete with large companies in business warfare. Where they have huge marketing budgets you will be using your time, energy, imagination and your knowledge. You will use your time effectively combined with low cost or no cost marketing."

"The goal of Guerrilla Marketing is to achieve the greatest amount of profits with the least investment possible.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

Guerrilla Marketing Weapons

2009-05-11T10:17:00.003-04:00

Guerrilla Marketing has over 100 marketing weapons available to them to promote and grow their business.

Guerrilla Marketers use a combination of at least (10) Guerrilla Marketing weapons on a consistent basis. The key words are “combination” and “consistent basis”.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

Guerrilla Speaking

2009-05-08T10:30:00.001-04:00

Most communities have local business and service clubs such as the Rotary, Kiwanis, Lions, and Chamber of Commerce. Did you know that these local clubs and organizations are looking for local people, especially business owners to talk at their meeting?

In Guerrilla Marketing we teach that speaking before local clubs and organizations is one of the Free Guerrilla Marketing weapons. Except for the time you spend, it’s free marketing.

“But…why would I speak at a local club, I don’t think many of the members would be a good prospect for my product or service?”

The members of these types of clubs and organizations are the “movers and shakers” of your community. It’s not necessarily the members that are important for you, it’s who they known and even more important, it’s the fact that you know them.

Call your local Rotary, Lions, Kiwanis, and Chamber of Commerce and see if they have any opening for a speaker.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

Guerrilla Psychology

2009-05-07T21:53:00.001-04:00

Psychology tells us that 90% of all buying decisions are made by the subconscious mind. The best way to access the subconscious mind is through repetition. So, one of the basic concepts of Guerrilla Marketing is the use of repetition of marketing messages to access our prospects subconscious mind.
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

You Are The Expert

2009-05-06T11:55:00.002-04:00

Position yourself as an expert in your industry. People buy from people they trust and have confidence in. People trust and have confidence in experts.

If you sell a good, valuable product or service, you researched the industry. You know the problems or pains that your prospects and customers have and have a product or service that addresses those problems and pain. You have experience in your field. You know what works and don’t work. Sounds like an expert to me.

So position yourself as an expert to your prospects and customers. People with needs and problems don’t want to deal with salespeople…they want to deal with an expert.

When you position yourself as an expert, not only will prospects and customers look at you differently, you will present yourself differently. You will be in charge of the sales presentation…because you are the expert and this will make selling a lot easier.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

Guerrilla Advantage

2009-05-04T10:01:00.001-04:00

Hopefully you have a list of reasons (Benefits) why people will buy your product or service. But…so does your competition. Very often your list and their list will be very similar. This is where you run into the price wars. If your list and your competitors list are same, price is the only reason for prospects to buy one over the other.

You need to have a reason why people should buy from you instead of your competitors. Hopefully this reason is unique to you. This USP (Unique Selling Proposition) is your Competitive Advantage and will be the main theme of all of your marketing.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

Guerrilla Benefits

2009-05-01T11:29:00.001-04:00

A benefit is something that solves your prospect or customer’s problem, eliminates a pain they have, helps avoid a pain they don’t want to have, makes them feel better, eliminates a hassle from their life, provides a convenience for them, or saves them money.

Think about what you are really selling. Remember, people don’t buy drill bits…they are buying holes. People don’t buy glasses…they are buying vision. You could sell the best, cheapest drill bits or glasses but if your prospects don’t need holes or vision, you are not going to make a sale. And the fact is, if they don’t need holes or vision, they’re not prospects and you shouldn’t be selling them what they don’t need.

Guerrilla Marketing 101: list all of the benefits that your product or service offers and target your marketing towards people who need and want these benefits.

Dale Richardson
Certified Guerrilla Marketing Coach

1GuerrillaMarketingCoach.com

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

“You Marketing vs. Me & We Marketing”

2009-04-30T16:16:00.003-04:00

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

2009-04-29T10:05:00.001-04:00

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

2009-04-28T13:19:00.001-04:00

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

2009-04-27T11:22:00.001-04:00

“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

2009-04-24T11:20:00.004-04:00

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

2009-04-23T09:57:00.002-04:00

“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

2009-04-22T10:24:00.001-04:00

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

2009-04-21T11:02:00.001-04:00

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

2009-04-20T13:37:00.001-04:00

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

2009-04-16T09:45:00.001-04:00

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?

2009-04-14T09:55:00.001-04:00

"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?

2009-04-13T09:54:00.001-04:00

“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