Killer Tactics Journal
Subject: Are You a Guerrilla?
Hi,
Have you ever wondered what the term "guerrilla marketing"
really means?
This issue of Killer Tactics Journal is dedicated to the
subject.
- Mark
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Killer Tactics Journal 2 June 2000
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1. What is Guerrilla Marketing? - by Mark Joyner
2. NEWS FLASH!
Yet Another World-Famous Traditional "Paper" Author Breaks
into Electronic Publishing! Is It "Game Over" for
Traditional Publishers?
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1. "What is Guerrilla Marketing?" by Mark Joyner
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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://foreverweb.com/cgi-foreverweb/roi_gm.cgi?~IM5968~_KTJJ2a1
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2. NEWS FLASH!
Yet Another World-Famous Traditional "Paper" Author Breaks
into Electronic Publishing. Is it "Game Over" for
Traditional Publishers?
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Jay Conrad Levinson, the most widely read author of business
books in the world with over 27 books in 37 languages, has just
released his latest masterpiece - and you can't buy it in
stores!
"Guerrilla Marketing for the New Millennium" is a complete
reworking of Jay's guerrilla "manifesto" and includes new
business tactics for today's "electronic battlefield".
Jay chose maverick e-publisher Aesop.com over traditional
publishers after seeing the International success Aesop.com has
had with business icons like Joe Vitale and David Garfinkel.
To learn more about Jay's essential new book, please visit:
http://foreverweb.com/cgi-foreverweb/roi_gm.cgi?~IM5968~_KTJJ2b1
P. S. Would you like to share this newsletter with your friends
or post it on your site? Please do! But also be sure to read
below:
The entire contents of this newsletter Copyright 2000 Aesop
Marketing Corporation. Please feel free to share this
newsletter with your friends or post it on your site as long as
it is left intact with all links unchanged and this notice.
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