Table Of Content

greatest hits GUERRILLA MG U A remix UPDATED, ADAPTED, REMASTERED... RE KR The only book to deliver The Best of MARKETING E Contributions from 35 Guerrilla Marketing—a combination R Guerrilla hits, including: of the latest secrets, strategies, T The Guerrilla Marketing Handbook tactics, and tools from more than I I Guerrilla Publicity 35 top-selling Guerrilla books— NL Guerrilla Marketing in 30 Days updated for a new generation. Guerrilla Marketing for Writers GA ccaarreeeerrss bbbbrrrraaaannnnddddiiiinnnngggg  Guerrilla Social Media Marketing Guerrilla Marketing on the Internet wwwrrriiittteeerrrsss When they write the history of marketing thought, nnnnneeeeetttttwwwwwooooorrrrrkkkkkiiiiinnnnnggggg rreettaaiilliinngg Guerrilla Networking Jay doesn’t get a page...he gets his own chapter. wwwweeeeaaaalllltttthhhh Guerrilla Negotiating Seth Godin, author of Poke the Box ccaannvvaassssiinngg iiinnnttteeerrrnnneeettt Guerrilla Selling r This book is the culmination of Guerrilla Marketing’s aaddvveerrttiissiinngg Guerrilla Public Speaking huge footprint on the marketing landscape. Keep it on ccooppyywwrriittiinngg Guerrilla Multilevel Marketing top of your desk—it will become your marketing bible. e The Best Of Guerrilla Profi ts Jill Lublin, international speaker and author, Jilllublin.com ssttrraatteeggiieess jjoobb--hhuunntteerrss Guerrilla Finanacing For business survival in the 21st century, Guerrilla m Guerrilla Business Secrets Marketing ranks right up there with food, water, nneeggoottiiaattiinngg ssppeeaakkeerrss Guerrilla Breakthrough Strategies shelter—and, of course, Internet access. Guerrilla Retailing David Garfi nkel, author of Guerrilla Marketing Advertising Headlines That Make You Rich i Guerrilla Rainmaking Guerrilla Marketing for Consultants 21 million entrepreneurs around the world, including x myself, and most of my clients and friends, owe Guerrilla Marketing Goes Green a debt of gratitude to Jay Conrad Levinson for his Guerrilla Marketing for Nonprofi ts inspiring Guerrilla Marketing advice and mentoring. ssoocciiaall mmeeddiiaa ddeeaall mmaakkiinngg sssseeeelllllllliiiinnnngggg rreesseeaarrcchh Roger C. Parker, www.PublishedandProfi table.com L rraaiinnmmaakkeerrss fifi nnaanncciinngg ffrraanncchhiisseeeess E V pprroofifi ttss cccooonnnsssuuullltttaaannntttsss Jay Conrad Levinson is the Father Jeannie Levinson is the I ppuubblliicciittyy N of Guerrilla Marketing. His books co-author of Startup Guide S have sold more than 21 million to Guerrilla Marketing. O ggrreeeenn nnoonn--pprroofifi ttss copies worldwide, appear in 62 She serves as the President N mmuullttiilleevveell mmaarrkkeettiinngg languages and have become the of Guerrilla Marketing & most powerful brand in the history International and is a L of marketing. He is the chairman of founder of the Guerrilla E Guerrilla Marketing International. Marketing Association. V BY THE FATHER OF GUERRILLA MARKETING I N S JAY CONRAD LEVINSON ISBN 13: 978-159918-422-7 O ISBN 10: 1599184222 N $21.95 Business / Marketing AND JEANNIE LEVINSON Cover design by Andrew Welyczko entrepreneurpress.com GUERRILLA remix MARKETING JAY CONRAD LEVINSON AND JEANNIE LEVINSON Entrepreneur Press, Publisher Cover design: Andrew Welyczko Composition and production: Eliot House Productions © 2011 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. Library of Congress Cataloging-in-Publication Data Levinson, Jay Conrad. Guerrilla marketing remix: the best of guerrilla marketing/by Jay Con- rad Levinson and Jeannie Levinson. p. cm. ISBN-13: 978-1-59918-422-7 (alk. paper) ISBN-10: 1-59918-422-2 (alk. paper) 1. Marketing 2. Marketing—Planning. I. Levinson, Jeannie. II. Title. HF5415.L4768 2011 658.8'02—dc23 2011028811 Printed in the United States of America 15 14 13 12 10 9 8 7 6 5 4 3 2 1 Dedication With pride, gratitude and real love—we dedicate this Remix to the guerrillas who were part of the mix—part of the lore that has become and is becoming guerrilla marketing. Those guerrillas are the guerrilla co-authors whose names appear in this book and whose gleaming words of advice and knowledge generously flow from these pages. —Jay and Jeannie Levinson Contents FOREWORD BY SETH GODIN ____________________________________ VII PART 1 Insight Into Guerrilla Marketing CHAPTER 1 WHAT MARKETING REALLY IS ___________________________3 CHAPTER 2 WHAT MARKETING IS NOT ____________________________ 10 CHAPTER 3 THE BIRTH OF GUERRILLA MARKETING_____________________ 18 CHAPTER 4 THE SPREAD OF GUERRILLA MARKETING ____________________ 24 CHAPTER 5 THE SIMPLICITY OF GUERRILLA MARKETING __________________ 32 CHAPTER 6 THE MONUMENTAL SECRETS OF GUERRILLA MARKETING___________ 38 CHAPTER 7 THE GUERRILLA MARKETING STRATEGY ____________________ 61 CHAPTER 8 GUERRILLA MARKETING TO THE UNCONSCIOUS MIND_____________ 68 CHAPTER 9 THE GUERRILLA MARKETING WEAPONS_____________________ 77 CHAPTER 10 GUERRILLA ADVERTISING ____________________________ 85 CHAPTER 11 GUERRILLA MARKETING IN THE SOCIAL MEDIA_________________104 CHAPTER 12 GUERRILLA MARKETING WITH MEMES ______________________116 CHAPTER 13 ACHIEVING GUERRILLA MARKETING EXCELLENCE_______________120 CHAPTER 14 GUERRILLA MARKETING YOURSELF_______________________131 iv Guerrilla Marketing remix CHAPTER 15 THE GUERRILLA ENTREPRENEUR ________________________140 PART 2 Guerrilla Wisdom from Guerrilla Co-Authors CHAPTER 16 THE GUERRILLA MARKETING HANDBOOK Co-Author Seth Godin______161 CHAPTER 17 GUERRILLA RETAILING Co-Authors Orvel Ray Wilson and Elly Valas ____168 CHAPTER 18 GUERRILLA DEAL-MAKING Co-Author Donald Hendon ____________173 CHAPTER 19 GUERRILLA PUBLICITY Co-Author Jill Lublin _________________181 CHAPTER 20 GUERRILLA WRITING TIPS Co-Author Roger C. Parker ____________189 CHAPTER 21 GUERRILLA COPYWRITING TIPS Co-Author David Garfinkel _________196 CHAPTER 22 GUERRILLA MARKETING FOR JOB HUNTERS 2.0 Co-Author David Perry______________________________203 CHAPTER 23 GUERRILLA RESEARCH Co-Author Robert Kaden _______________208 CHAPTER 24 GUERRILLA MARKETING ON THE INTERNET Co-Authors Mitch Meyerson and Mary Eule Scarborough ___________217 CHAPTER 25 GUERRILLA SOCIAL MEDIA MARKETING Co-Author Shane Gibson _____235 CHAPTER 26 GUERRILLA MARKETING GOES GREEN Co-Author Shel Horowitz______245 CHAPTER 27 GUERRILLA MARKETING FOR NONPROFITS Co-Authors Frank Adkins and Chris Forbes__________________250 CHAPTER 28 GUERRILLA MARKETING MEETS KARATE MASTER Co-Author Chet Holmes _____________________________259 CHAPTER 29 GUERRILLA MARKETING IN 30 DAYS Co-Author Al Lautenslager______269 CHAPTER 30 GUERRILLA PROFITS Co-Author Stuart Burkow ________________277 CHAPTER 31 GUERRILLA MARKETING TO WOMEN Co-Author Wendy Stevens ______284 CHAPTER 32 GUERRILLA RAINMAKING Co-Author David T. Fagan _____________292 CHAPTER 33 GUERRILLA WEALTH Co-Author Loral Langemeier _______________299 Contents v Guerrilla Marketing remix CHAPTER 34 GUERRILLA MARKETING FOR FINANCIAL PLANNERS Co-Author Grant Hicks______________________________307 CHAPTER 35 GUERRILLA SAVING Co-Author Kathryn Tyler _________________312 CHAPTER 36 GUERRILLA BREAKTHROUGH STRATEGIES Co-Author Terry Telford _____________________________320 CHAPTER 37 GUERRILLA MULTILEVEL MARKETING Co-Authors James Dillehay and Marcella Vonn Harting ___________328 CHAPTER 38 GUERRILLA NETWORKING Co-Author Monroe Mann _____________337 CHAPTER 39 GUERRILLA PUBLIC SPEAKING Co-Author Craig Valentine _________349 CHAPTER 40 GUERRILLA MARKETING FOR WRITERS Co-Authors Michael Larsen, Rick Frishman, and David Hancock ______353 CHAPTER 41 GUERRILLA BUSINESS SECRETS Co-Author Steve Savage _________357 CHAPTER 42 GUERRILLA MARKETING AND THE HUMAN EGO Co-Author Alexandru Israil ___________________________360 CHAPTER 43 GUERRILLA CANVASSING Co-Author Ed Antle _________________363 CHAPTER 44 GUERRILLA SELLING Co-Authors Orvel Ray Wilson with William K. Gallagher Sr. _________374 CHAPTER 45 GUERRILLA NEGOTIATING Co-Authors Orvel Ray Wilson and Mark S. A. Smith _____________389 CHAPTER 46 GUERRILLA MARKETING FOR FRANCHISEES Co-Author Todd Woods ___403 CHAPTER 47 GUERRILLA MARKETING ON THE FRONT LINES Co-Authors Alex Mandossian and Mitch Meyerson ______________415 ABOUT THE AUTHORS AND CO-AUTHORS _____________________428 INDEX ________________________________________456 vi Contents Foreword Jay invented it. You don’t get to say that very often (not the “Jay” part, of course, the “invented” part). Jay invented modern marketing. Jay invented the guerrilla mindset. Jay invented the notion that advertising and marketing weren’t the same thing. Jay figured out how to take this brilliant idea and turn it into hundreds of brilliant ideas and dozens of books. This book is just the tip of the iceberg. It’s not a short book, but it’s ultimately too short, because there’s too much to cover. The world of marketing is a better one because Jay made it that way. —Seth Godin Author, Poke the Box Seth Godin 45 Main Street 3R Hastings on Hudson, NY 10706 http://www.sethgodin.com (click on my head!) vii part 1 INSIGHT INTO GUERRILLA MARKETING