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Guerrilla Marketing for the New Millennium
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Article # 1
Guerrilla Insights Into Direct Response

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Guerilla Insights Into Direct Response by Jay Conrad Levinson Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it's when you initiate direct marketing that you first taste blood. As you well know, we are living in the Age of Information, most of it very easy to obtain. But information is hardly enough for a guerrilla. And information is not insight. It's the combination of information and thought that leads to insight and it's insight that's going to make you a stand-out in the direct response arena. The first insight for you to absorb is that direct response marketing either works immediately or not at all. Unlike standard marketing which changes attitudes slowly and ultimately leads to a sale if you go about things right, guerrilla direct response marketing changes minds and attitudes instantly and leads to a sale instantly if you go about things right. When it works, you know it. You don't have to sit around and wonder. You don't have to wait months and months for your message to penetrate the mind of your prospect. Your time-dated direct marketing offer either results in a sale right now -- or it doesn't. To succeed with direct marketing in any medium, remember always: 1. Your offer is omnipotent. The best presentation in the world has a major uphill battle if you make a weak or ordinary offer. 2. The market to whom you direct your message can make or break your campaign. Saying the right thing to the wrong people results in no sale. 3. What you say and how you say it is easily as important as to whom you say it. Talk in terms of your prospects and how your offer benefits them. 4. Carefully planning every cent of your campaign for maximum profits requires as much creativity as your message. Guerrillas excel at this. 5. The more that people have been exposed to your other marketing, the more readily they'll accept what you offer with your direct marketing. Some principles of indirect marketing apply to direct marketing. You must still talk of the prospect, not yourself, and you must make a clear and cogent offer. But from that point on, direct marketing is a whole new ballgame. And its one that you can win with the insights of the guerrilla. Stupid mistakes in horrid abundance have been made by otherwise bright companies when testing the direct response waters. Fortunately, guerrillas can learn from these blunders, making those waters a bit safer. Listing them would take an endless series of books, but it's worth your time if I make a start by providing insight into ten of the most notable: * Failure to attract attention at the outset dooms many brilliant campaigns before they have a chance to shine. Envelopes, opening lines, mail subject lines and first impressions are the gates to your offer. Open them wide. * Not facing the reality of a direct marketing explosion relegates your attempt to the ordinary, which means the ignored. Guerrillas say things to rise above the din, to be noticed and desired in a sea of marketers. * Focusing your message on yourself instead of your prospect will usually send your effort to oblivion. Prospects care far more about themselves than they care about you. So talk to them about themselves. * Not knowing precisely who your market is will send you into the wrong direction. Research into pinpointing that market will be some of the most valuable time you devote to your direct marketing campaign. * Mailing or telephoning to other than honest prospects wastes your time and money. If you make your offer to people who don't really have a need for your offering, they'll be an incredibly tough sale. * Initiating direct response marketing without specific objectives gives you too hazy a target for bullseyes. Begin by creating the response method for your prospects so you'll know what your message should say. * Featuring your price before you stress your benefit will be telling people what they don't want to know yet. First, your job is to make them want what you are offering, then you can tell them the price. * Concentrating on your price before your offer is wasting a powerful selling point. Even if your price is the lowest, people care more about how they'll gain from purchasing. Give your low price at the right time. * Failing to test all that can be tested is a goof-off of the highest order. Test your price points, opening lines, subject lines, envelope teaser lines, benefits to stress, contact times and mailing lists to know the real winners. * Setting the wrong price means you've failed in your testing and your research. Guerrillas are sensitive to their market and their competition, testing prices and constantly subjecting them to the litmus test of profits. As direct response vehicles become more sophisticated and prolific, guerrillas have the insight to zero in on the exact people to contact, so as not to waste time or money on strangers. Successful mailings to strangers net as high as two percent response rates. Successful mailings to customers and qualified prospects net up to ten percent. Precision leads to profits. Jay Conrad Levinson is the creator of the Guerrilla Marketing series of books - the best selling series of business books in history. He is also responsible for some of the most successful ad campaigns in history, including *the* most successful in history: The Marlboro Man. Jay is responsible for countless small businesses becoming huge household names. Learn how he does this in his latest book: <a href="http://www.roibot.com/r_gm.cgi?IM7986_gmarthtml1">"Guerrilla Marketing for the New Millennium"</a>

Text Version

Guerrilla Insights Into Direct Response by Jay Conrad Levinson Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it's when you initiate direct marketing that you first taste blood. As you well know, we are living in the Age of Information, most of it very easy to obtain. But information is hardly enough for a guerrilla. And information is not insight. It's the combination of information and thought that leads to insight and it's insight that's going to make you a stand-out in the direct response arena. The first insight for you to absorb is that direct response marketing either works immediately or not at all. Unlike standard marketing which changes attitudes slowly and ultimately leads to a sale if you go about things right, guerrilla direct response marketing changes minds and attitudes instantly and leads to a sale instantly if you go about things right. When it works, you know it. You don't have to sit around and wonder. You don't have to wait months and months for your message to penetrate the mind of your prospect. Your time-dated direct marketing offer either results in a sale right now -- or it doesn't. To succeed with direct marketing in any medium, remember always: 1. Your offer is omnipotent. The best presentation in the world has a major uphill battle if you make a weak or ordinary offer. 2. The market to whom you direct your message can make or break your campaign. Saying the right thing to the wrong people results in no sale. 3. What you say and how you say it is easily as important as to whom you say it. Talk in terms of your prospects and how your offer benefits them. 4. Carefully planning every cent of your campaign for maximum profits requires as much creativity as your message. Guerrillas excel at this. 5. The more that people have been exposed to your other marketing, the more readily they'll accept what you offer with your direct marketing. Some principles of indirect marketing apply to direct marketing. You must still talk of the prospect, not yourself, and you must make a clear and cogent offer. But from that point on, direct marketing is a whole new ballgame. And its one that you can win with the insights of the guerrilla. Stupid mistakes in horrid abundance have been made by otherwise bright companies when testing the direct response waters. Fortunately, guerrillas can learn from these blunders, making those waters a bit safer. Listing them would take an endless series of books, but it's worth your time if I make a start by providing insight into ten of the most notable: * Failure to attract attention at the outset dooms many brilliant campaigns before they have a chance to shine. Envelopes, opening lines, mail subject lines and first impressions are the gates to your offer. Open them wide. * Not facing the reality of a direct marketing explosion relegates your attempt to the ordinary, which means the ignored. Guerrillas say things to rise above the din, to be noticed and desired in a sea of marketers. * Focusing your message on yourself instead of your prospect will usually send your effort to oblivion. Prospects care far more about themselves than they care about you. So talk to them about themselves. * Not knowing precisely who your market is will send you into the wrong direction. Research into pinpointing that market will be some of the most valuable time you devote to your direct marketing campaign. * Mailing or telephoning to other than honest prospects wastes your time and money. If you make your offer to people who don't really have a need for your offering, they'll be an incredibly tough sale. * Initiating direct response marketing without specific objectives gives you too hazy a target for bullseyes. Begin by creating the response method for your prospects so you'll know what your message should say. * Featuring your price before you stress your benefit will be telling people what they don't want to know yet. First, your job is to make them want what you are offering, then you can tell them the price. * Concentrating on your price before your offer is wasting a powerful selling point. Even if your price is the lowest, people care more about how they'll gain from purchasing. Give your low price at the right time. * Failing to test all that can be tested is a goof-off of the highest order. Test your price points, opening lines, subject lines, envelope teaser lines, benefits to stress, contact times and mailing lists to know the real winners. * Setting the wrong price means you've failed in your testing and your research. Guerrillas are sensitive to their market and their competition, testing prices and constantly subjecting them to the litmus test of profits. As direct response vehicles become more sophisticated and prolific, guerrillas have the insight to zero in on the exact people to contact, so as not to waste time or money on strangers. Successful mailings to strangers net as high as two percent response rates. Successful mailings to customers and qualified prospects net up to ten percent. Precision leads to profits. Jay Conrad Levinson is the creator of the Guerrilla Marketing series of books - the best selling series of business books in history. He is also responsible for some of the most successful ad campaigns in history, including *the* most successful in history: The Marlboro Man. Jay is responsible for countless small businesses becoming huge household names. Learn how he does this in his latest book: "Guerrilla Marketing for the New Millennium": http://www.roibot.com/r_gm.cgi?IM7986_gmarttext1

Article # 2
Seven Steps For Creating Successful Marketing

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Seven Steps For Creating Successful Marketing by Jay Conrad Levinson 1. Find the inherent drama within your offering. After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale. In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals. 2. Translate that inherent drama into a meaningful benefit. Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable hair. People do not buy cars; people buy speed, status, style, economy, performance, and power. Mothers of young kids do not buy cereal; they buy nutrition, though many buy anything at all they can get their kids to eat -- anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. And even though you have four or five benefits, stick with one or two—three at most. 3. State your benefits as believably as possible. There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, "A bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multi-vitamin pill." This statement begins with the inherent drama, turns it into a benefit, and is worded believably. The word almost lends believability. 4. Get people's attention. People do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So you've just got to interest them. And while you're at it, be sure you interest them in your product or service, not just your advertising. I'm sure you're familiar with advertising that you remember for a product you do not remember. Many advertisers are guilty of creating advertising that's more interesting than whatever it is they are advertising. But you can prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting? The Mother Nature company might put their point across by showing a picture of two hands breaking open a multivitamin capsule from which pour flakes that fall into an appetizing-looking bowl of cereal. 5. Motivate your audience to do something. Tell them to visit the store, as the Mother Nature company might do. Tell them to make a phone call, fill in a coupon, write for more information, ask for your product by name, take a test drive, or come in for a free demonstration. Don't stop short. To make guerrilla marketing work, you must tell people exactly what you want them to do. 6. Be sure you are communicating clearly. You may know what you're talking about, but do your readers or listeners? Recognize that people aren't really thinking about your business and that they'll only give about half their attention to your ad— even when they are paying attention. Knock yourself out to make sure you are putting your message across. The Mother Nature company might show its ad to ten people and ask them what the main point is. If one person misunderstands, that means 10 percent of the audience will misunderstand. And if the ad goes out to 500,000 people, 50,000 will miss the main point. That's unacceptable. One hundred percent of the audience should get the main point. The company might accomplish this by stating in a headline or subhead, "Giving your kids Mother Nature breakfast cereal is like giving your kids vitamins—only tastier." Zero ambiguity is your goal. 7. Measure your finished advertisement, commercial, letter, or brochure against your creative strategy. The strategy is your blueprint. If your ad fails to fulfill the strategy, it's a lousy ad, no matter how much you love it. Scrap it and start again. All along, you should be using your creative strategy to guide you, to give you hints as to the content of your ad. If you don't, you may end up being creative in a vacuum. And that's not being creative at all. If your ad is in line with your strategy, you may then judge its other elements. Jay Conrad Levinson is the creator of the Guerrilla Marketing series of books - the best selling series of business books in history. He is also responsible for some of the most successful ad campaigns in history, including *the* most successful in history: The Marlboro Man. Jay is responsible for countless small businesses becoming huge household names. Learn how he does this in his latest book: <a href="http://www.roibot.com/r_gm.cgi?IM7986_gmarthtml2">"Guerrilla Marketing for the New Millennium"</a>

Text Version

Seven Steps For Creating Successful Marketing by Jay Conrad Levinson 1. Find the inherent drama within your offering. After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale. In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals. 2. Translate that inherent drama into a meaningful benefit. Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable hair. People do not buy cars; people buy speed, status, style, economy, performance, and power. Mothers of young kids do not buy cereal; they buy nutrition, though many buy anything at all they can get their kids to eat -- anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. And even though you have four or five benefits, stick with one or two-three at most. 3. State your benefits as believably as possible. There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, "A bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multi-vitamin pill." This statement begins with the inherent drama, turns it into a benefit, and is worded believably. The word almost lends believability. 4. Get people's attention. People do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So you've just got to interest them. And while you're at it, be sure you interest them in your product or service, not just your advertising. I'm sure you're familiar with advertising that you remember for a product you do not remember. Many advertisers are guilty of creating advertising that's more interesting than whatever it is they are advertising. But you can prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting? The Mother Nature company might put their point across by showing a picture of two hands breaking open a multivitamin capsule from which pour flakes that fall into an appetizing-looking bowl of cereal. 5. Motivate your audience to do something. Tell them to visit the store, as the Mother Nature company might do. Tell them to make a phone call, fill in a coupon, write for more information, ask for your product by name, take a test drive, or come in for a free demonstration. Don't stop short. To make guerrilla marketing work, you must tell people exactly what you want them to do. 6. Be sure you are communicating clearly. You may know what you're talking about, but do your readers or listeners? Recognize that people aren't really thinking about your business and that they'll only give about half their attention to your ad- even when they are paying attention. Knock yourself out to make sure you are putting your message across. The Mother Nature company might show its ad to ten people and ask them what the main point is. If one person misunderstands, that means 10 percent of the audience will misunderstand. And if the ad goes out to 500,000 people, 50,000 will miss the main point. That's unacceptable. One hundred percent of the audience should get the main point. The company might accomplish this by stating in a headline or subhead, "Giving your kids Mother Nature breakfast cereal is like giving your kids vitamins-only tastier." Zero ambiguity is your goal. 7. Measure your finished advertisement, commercial, letter, or brochure against your creative strategy. The strategy is your blueprint. If your ad fails to fulfill the strategy, it's a lousy ad, no matter how much you love it. Scrap it and start again. All along, you should be using your creative strategy to guide you, to give you hints as to the content of your ad. If you don't, you may end up being creative in a vacuum. And that's not being creative at all. If your ad is in line with your strategy, you may then judge its other elements. Jay Conrad Levinson is the creator of the Guerrilla Marketing series of books - the best selling series of business books in history. He is also responsible for some of the most successful ad campaigns in history, including *the* most successful in history: The Marlboro Man. Jay is responsible for countless small businesses becoming huge householdnames. Learn how he does this in his latest book: "Guerrilla Marketing for the New Millennium": http://www.roibot.com/r_gm.cgi?IM7986_gmarttext2

Article # 3
What is Guerrilla Marketing?

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What is Guerrilla Marketing? by Mark Joyner, CEO, Aesop.com History is full of stories where tiny, unadvanced armies have handily defeated better equipped and much larger armies. The history of these battles is the history of guerrilla warfare. There are similar stories in business. One example is that of the "Marlboro Man". Before the Marlboro Man, the Marlboro brand of cigarettes was ranked 31st - almost rock bottom. After the introduction of the Marlboro Man, and the guerrilla branding campaign to promote it, Marlboro became the #1 brand in a multi-billion dollar industry. It may shock you how many of the "big business" names (that are now household words) started out as struggling small businesses. The history of the ascent of these icons is the history of guerrilla marketing. Until 1984, the principles of guerrilla marketing were known only by a select few people in the world. They jealously kept this information quiet with almost fanatical secrecy. And who can blame them? If you had some special knowledge that allowed you to rise to the top of your field, would you want this information to be made public? Of course not! The balance of power was dramatically upset by a maverick marketing genius named Jay Conrad Levinson - a man who is arguably the most respected marketer in the world. He is the man who coined the term "guerrilla marketing" and introduced these secrets to the average Joe (like me). His concepts are so successful that he has published 27 books on the subject (in 37 languages), his books are required reading in the most respected MBA programs in the world, and he is now the most widely read and respected author of business books in the world. And Jay did all this "from scratch". That is, the success of the "Guerrilla Marketing" brand is a testament to the very principles Jay himself teaches. It just so happens that he is also one of the creators of the Marlboro Man. (Think what you will about tobacco, but you can not deny the power of the marketing behind Marlboro - arguably the most successful marketing campaign in history, and the most widely recognized brand in the world.) So, what then, is Guerrilla Marketing all about? Let's take a segment from Jay's new book "Guerrilla Marketing for the New Millennium" to learn: "Marketing is absolutely every bit of contact any part of your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral customers. "The three key words in that paragraph are every, repeat, and referral. If your marketing is not a circle, it's a straight line that leads directly into Chapters 7, 11, or 13 in the bankruptcy courts. How is Guerrilla Marketing different from traditional marketing? "Guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. Eighteen factors make it different from old-fashioned marketing:" Jay then goes on to list 18 things that separate guerrillas from "mere mortals." (See below for info on his new electronic book - it's recognized as his most powerful work yet - and can't be found in book stores.) So, how then, does this information apply to those of us marketing on the Internet? Far more than you think! The Internet is not just a new guerrilla battlefield - it's the ultimate guerrilla battlefield. There have been more small business mega-success stories in the last 5 years than in the combined history of business. And there are clearly two factors that have influenced this more than anything: 1. The Internet 2. Guerrilla Marketing Ever wonder why big businesses are totally blowing it online? Because they are not guerrilla thinkers! These big bloated bureaucracies are sluggish and set in their ways. This means that someone like you can step in and out-maneuver them. (More and more big businesses are turning to small business entrepreneurs to teach them how to market online - the tables have turned!) So, start thinking like a guerrilla right now. You have the advantage - all you have to do is take it. Here's the definitive place to get started - where you will find an easy to follow step by step plan for launching a "guerrilla attack": <a href="http://www.roibot.com/r_gm.cgi?IM7986_gmarthtml3">www.guerrillamarketingforthenewmillennium.com</a>

Text Version

What is Guerrilla Marketing? by Mark Joyner History is full of stories where tiny, unadvanced armies have handily defeated better equipped and much larger armies. The history of these battles is the history of guerrilla warfare. There are similar stories in business. One example is that of the "Marlboro Man". Before the Marlboro Man, the Marlboro brand of cigarettes was ranked 31st - almost rock bottom. After the introduction of the Marlboro Man, and the guerrilla branding campaign to promote it, Marlboro became the #1 brand in a multi-billion dollar industry. It may shock you how many of the "big business" names (that are now household words) started out as struggling small businesses. The history of the ascent of these icons is the history of guerrilla marketing. Until 1984, the principles of guerrilla marketing were known only by a select few people in the world. They jealously kept this information quiet with almost fanatical secrecy. And who can blame them? If you had some special knowledge that allowed you to rise to the top of your field, would you want this information to be made public? Of course not! The balance of power was dramatically upset by a maverick marketing genius named Jay Conrad Levinson - a man who is arguably the most respected marketer in the world. He is the man who coined the term "guerrilla marketing" and introduced these secrets to the average Joe (like me). His concepts are so successful that he has published 27 books on the subject (in 37 languages), his books are required reading in the most respected MBA programs in the world, and he is now the most widely read and respected author of business books in the world. And Jay did all this "from scratch". That is, the success of the "Guerrilla Marketing" brand is a testament to the very principles Jay himself teaches. It just so happens that he is also one of the creators of the Marlboro Man. (Think what you will about tobacco, but you can not deny the power of the marketing behind Marlboro - arguably the most successful marketing campaign in history, and the most widely recognized brand in the world.) So, what then, is Guerrilla Marketing all about? Let's take a segment from Jay's new book "Guerrilla Marketing for the New Millennium" to learn: "Marketing is absolutely every bit of contact any part of your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral customers. "The three key words in that paragraph are EVERY, REPEAT, and REFERRAL. If your marketing is not a circle, it's a straight line that leads directly into Chapters 7, 11, or 13 in the bankruptcy courts. "HOW IS GUERRILLA MARKETING DIFFERENT FROM TRADITIONAL MARKETING? "Guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. Eighteen factors make it different from old-fashioned marketing: " Jay then goes on to list 18 things that separate guerrillas from "mere mortals". (See below for info on his new electronic book - it's recognized as his most powerful work yet - and can't be found in book stores.) So, how then, does this information apply to those of us marketing on the Internet? Far more than you think! The Internet is not just a new guerrilla battlefield - it's the *ultimate* guerrilla battlefield. There have been more small business mega-success stories in the last 5 years than in the combined history of business. And there are clearly two factors that have influenced this more than anything: 1. The Internet 2. Guerrilla Marketing Ever wonder why big businesses are totally blowing it online? Because they are not guerrilla thinkers! These big bloated bureaucracies are sluggish and set in their ways. This means that someone like you can step in and out-maneuver them. (More and more big businesses are turning to small business entrepreneurs to teach them how to market online - the tables have turned!) So, start thinking like a guerrilla right now. You have the advantage - all you have to do is take it. Here's the definitive place to get started - where you will find an easy to follow step by step plan for launching a "guerrilla attack": http://www.roibot.com/r_gm.cgi?IM7986_gmarttext3

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