1. Instead of investing money in the marketing process, you invest time, energy, and imagination.

2. Instead of using guesswork in your marketing, you use the science of psychology, actual laws of human behavior.

3. Instead of concentrating on traffic, responses, or gross sales, profits are the only yardstick by which you measure your marketing.

4. Instead of being oriented to companies with limitless bank accounts, guerrilla marketing is geared to small business.

5. Instead of ignoring customers once they’ve purchased, you have a fervent devotion to customer follow-up.

6. Instead of intimidating small business owners, guerrilla marketing removes the mystique from the entire marketing process and clarifies it.

7. Instead of competing with other businesses, guerrilla marketing preaches the gospel of cooperation, urging you to help others and let them help you.

8. Instead of trying to make sales, guerrillas are dedicated to making relationships, for long-term relationships are paramount in the new millennium.

9. Instead of believing that single marketing weapons such as advertising or a website work, guerrillas know that only marketing combinations work.

10. Instead of encouraging you to advertise, guerrilla marketing provides you with 100 different marketing weapons; advertising is only one of them.

11. Instead of growing large and diversifying, guerrillas grow profitably and then maintain their focus, not an easy thing to do.

12. Instead of aiming messages at large groups, guerrilla marketing is aimed at individuals and small groups.

13. Instead of being unintentional by identifying only mass marketing, guerrilla marketing is always intentional, embracing even such details as how your telephone is answered.

14. Instead of growing linearly by adding new customers, guerrillas grow geometrically by enlarging the size of each transaction, generating more repeat sales, leaning upon the enormous referral power of customers, and adding new customers.

15. Instead of thinking of what a business can take, guerrilla marketing asks that you think of what a business can give – in the way of free information to help customers and prospects.

16. Instead of ignoring technology in marketing, guerrilla marketing encourages you to be techno-cozy and if you’re techno-phobic, advises you to see a techno-shrink because techno-phobia is fatal these days.

17. Instead of being me marketing and talking about a business, guerrilla marketing is you marketing and talks about the prospect.

18. Instead of attempting to make a sale with marketing, guerrilla marketing attempts to gain consent with marketing, then uses that consent to market only to interested people.

Copied with permission from Mitch Meyerson, www.gmarketingcoach.com

What Do People Really Buy?

You may think you know why your customers buy from you, but there’s a good chance they buy for reasons other than the reasons you think.

People seek a wide array of benefits when they’re in a buying mindset. If you are communicating any one of those benefits to the people who want them this very instant, you’ve virtually made the sale. People do not buy because marketing is clever, but because marketing strikes a responsive chord in the mind of the prospect, and its resonance makes that person want the advantages of what you are selling.

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

  1. They buy promises you make. So make them with care.
  2. They buy the promises they want personally fulfilled.
  3. They buy your credibility or don’t buy if you lack it.
  4. They buy solutions to their problems.
  5. They buy you, your employees, your service department.
  6. They buy wealth, safety, success, security, love and acceptance.
  7. They buy your guarantee, reputation and good name.
  8. They buy other people’s opinions of your business.
  9. They buy expectations based upon your marketing.
  10. They buy believable claims, not simply honest claims.
  11. They buy hope for their own and their company’s future.
  12. They buy brand names over strange names.
  13. They buy the consistency they’ve seen you exhibit.
  14. They buy the stature of the media in which you market.
  15. They buy the professionalism of your marketing materials.
  16. They buy value, which is not the same as price.
  17. They buy freedom from risk, granted by your warranty.
  18. They buy acceptance by others of your goods or services.
  19. They buy convenience in purchasing, paying and lots more.
  20. They buy your identity as conveyed by your marketing.
  21. They buy neatness and assume that’s how you do business.
  22. They buy easy access to information offered by your website.
  23. They buy honesty for one dishonest word means no sale.
  24. They buy success; your success can fit with theirs.
  25. They buy good taste and know it from bad taste.
  26. They buy instant gratification and don’t love to wait.
  27. They buy the confidence you display in your own business.

It’s also important to know what customers do not buy: fancy adjectives, exaggerated claims, clever headlines, special effects, marketing that screams, marketing that even hints at amateurishness, the lowest price anything (though 14 percent do), unproven items, or gorgeous graphics that get in the way of the message.

The best marketing of all involves prospects and informs customers. It builds confidence and invites a purchase. Best and most unique of all – it gets through to people. That’s why knowing the truth about them will help you to stand apart from your competitors and shine in the minds of your prospects and customers.

©2001 Mitch Meyerson and Jay Conrad Levinson. All rights reserved.
May not be duplicated, retransmitted or reproduced without permission