Guerrilla Marketing in 30 Days PDF
Preview Guerrilla Marketing in 30 Days
Fellow Guerrilla Marketers Speak Out . . . “Authors Jay Levinson and Al Lautenslager methodically explain strategies to help all businesses and organizations with their marketing. Spending 30 days with this book could be one of your more profitable actions this year.” —Jack Canfield, author of Chicken Soup for the Soul, The Power of Focus, and The Success Principles “At last, a detailed step-by-step marketing program that doesn’t take a lifetime to implement!” —Roger Parker, author of Relationship Marketing for the Internet, Web Design for Dummies, and onepagenewsletters.com “Don’t speed read Guerrilla Marketing in 30 Days. Read just one chapter in a sitting, no more, and then write down ideas that you can use to improve your business. Now read another chapter the next day and write down ideas. You’ll find you’ll implement some truly great ideas before you’re halfway through the book. Try it.” —Jon Spoelstra, author of Marketing Outrageously, a Wall Street Journal bestseller “If you are strapped for cash as a small business or a business professional and want to turbo-charge your marketing, read Guerrilla Marketing in 30 Days. —Jeffrey J. Fox, bestselling author of How to Make Big Money in Your Own Small Business “Only Jay and Al can deliver on the promise to fix your marketing in 30 days. Buying this book and taking 30 days to turbo-charge your company is a no- brainer.” —Guy Kawasaki, author of The Art of the Start and CEO of Garage Technology Ventures Entrepreneur Press, Publisher Cover Design: Andrew Welyczko Production and Composition: Eliot House Productions © 2014 by Entrepreneur Media, Inc. All rights reserved. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. ebook ISBN: 978-1-61308-269-0 We dedicate this book to all entrepreneurs who are passionate about investing time, energy, and their imaginations in the growth and success of their businesses and organizations, all in the spirit of guerrilla marketing. Thank You, Jay In between the time this manuscript was completed and it’s publication and release, my friend, mentor, and co-author Jay Levinson, passed away. He was 80. Jay was a true thought leader. He led a marketing revolution of thinking out of the box. He influenced many entrepreneurs and marketers along his way and this will continue with his legacy of Guerrilla Marketing books and his other writings. While this book has a dedication to all entrepreneurs I want to take this opportunity to not only re-dedicate this book to Jay but to say thank you; thank you not only personally but on behalf of all that he touched. Jay was one of the most generous people I have ever met. I am certainly not alone with that feeling. He was a teacher, a friend, a creative mind, and partner of many. Jay shaped the mindset of many. Sure he shared strategies and tactics but he influenced the way we think. That influence made and will continue to make many people successful. Jay lived life to it’s fullest in a sharing way. We can all only be as lucky. We are fortunate that he has touched so many and we are all glad to be a part of that. Thank you, Jay. You will be dearly missed. —Al Lautenslager Contents Acknowledgments Preface Introduction to the Third Edition Day 1 The Guerrilla Marketing Mindset More Ways to Develop a Marketing Mindset Guerrilla Marketing Mindset Tips Commitment to What Works Day 1 Summary Day 2 The Purpose of Your Marketing Prioritizing Goals Focus Day 2 Summary Day 3 Competition and Research Customer Research Identifying the Competitor’s Achilles’ Heel Opportunity Research Day 3 Summary Day 4 Target Market Narrowing Your Scope Taking Dead Aim Target Market Considerations Pulling the Trigger Your Best Prospect Day 4 Summary Bonus Day Building Your List The Value of the List Enlarging the Target Day 5 Positioning Capitalize on Your Strengths and the Competition’s Weaknesses Position Benefits as Value-Oriented Day 5 Summary Day 6 Niche Marketing Everybody Is Not a Niche Niche Strategies Day 6 Summary Day 7 Marketing Plan and Strategy Day 7 Summary Bonus Day Integration The Integrated Approach Blending the Tactics Find the Balance Day 8 Competitive Advantage and Benefits Features vs. Benefits Competitive Advantage Communicating Benefits and Competitive Advantages Day 8 Summary Bonus Day Testimonials and Customer Reviews The Trust Factor Positive Influence Creating and Developing Reviews and Testimonials Credibility Marketing Day 9 Identity and Branding Clear, Consistent, and Creative Establishing Your Brand Day 9 Summary Day 10 Marketing Communication and Creative Planning The Importance of Communication Creative Planning Day 10 Summary Bonus Day Thought Leadership Thought Leadership = Success A Real, Live Thought-Leadership Example Thought Leadership Is a Differentiator Day 11 Advertising and Media Plan Advertising Investment Day 11 Summary Day 12 Business Networking Networking Mindset Making Contact—It’s Who You Know Networking Is Relationship Building The Networking Process Relationship Building as It Relates to Networking Day 12 Summary
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