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The Top Ten Marketing Secrets According to Guerrilla Marketing Expert Jay Conrad Levinson

Updated on March 27, 2014
These marketing secrets can help you create a fantastic promotional compaign.
These marketing secrets can help you create a fantastic promotional compaign. | Source

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Jay Conrad Levinson is the master of guerrilla marketing strategies. With over 80 books published, he has studied and written extensively on how to promote your small business, with a small budget, in a big way. With the internet making competition for people's attention even more fierce, guerrilla marketing (that is, marketing that people actually WANT to be involved with) has become an essential tool for any business professional.

While there are many articles with examples of guerrilla marketing campaigns, this purpose of this article is to reveal the general marketing tips as presented by Jay Levinson in is book, Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business.

These secrets reveal the dedication and mentality that is absolutely essential in order to have a successful marketing program of any caliber. While we will go into further detail, each one of these secrets end in "ent": commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement.

Jay Levinson's Top 10 Marketing Secrets

As you read through this list, consider how you can develop your marketing strategy on each one of these levels. As you continue to strengthen and develop your program in these aspects, you can expect your marketing efforts to pay off more as time goes on.

Secret #1: You Must Have Commitment to Your Marketing Program

One of the most important things to remember before marketing is that it is the product of three resources:

Marketing Success = TIME x MONEY x CREATIVITY.

Therefore, before even spending a dollar or minute on a marketing strategy, make sure that you are willing to commit enough to the project in order to make it a success. Posting a single ad in a newspaper will doubtfully have any benefit - don't waste your money on such activities.

Secret #2: You Must Think of That Program as an Investment

An investment is unlike a job. When I work for an hour at a job, I immediately earn a paycheck. However, when I put money into an investment, I see a gradual return over time. By looking at your marketing as an investment, you will know that a small, consistent presence is far better than a medium-sized one time action.

Secret #3: You Must See To it That Your Program is Consistent

Consistency is important both in your level of advertising and in the methods used for advertising. If you promote your new shirts to skateboarders, it will doubtfully be beneficial to advertise in Vogue. This will not interest women who read Vogue and skateboarders will be turned off. Nobody will know who is supposed to where your shirt! Maintain a marketing image that remains consistent over time and mediums.

Secret #4: You Must Make Your Prospects Confident in Your Firm

All the marketing in the world will fail to sell a crummy product or service. Marketing will help you develop the image that you want to present, but marketing will not maintain the image. The interactions that people have with your organization will determine how they ultimately feel about it. If customers cannot be confident that you will deliver as promised, they will leave and fail to promote you.

Remember, a happy customer is the best marketing a firm can have.

Secret #5: You Must be Patient in Order to Get a Commitment

People will not become customers immediately. Often times an ad needs to be seen 10-20 times before a customer will actually make a purchase. In fact, it is not smart to even start a business unless you are able to maintain it for a significant amount of time without financial gain. Often times a business must be around for a while before customers become loyal.

Secret #6: You Must See That Marketing is an Assortment of Weapons

Yes, the internet has provided a fantastic tool for promoting virtually everything. However, the internet should not be your only promotion. Make sure that you also look into offline marketing that effectively reaches your intended audience. Even online, it is important to use a variety of tools (Facebook, blog, Twitter, Pinterest, Google ads, endorsements, etc) for promotion.

Secret #7: You Must Know That Profits Come Subsequent to the Sale

Throwing money at marketing does not guarantee higher profit. Even if people are very aware of your product, that does not mean that they will make the purchase. Therefore, make sure that people will actually buy your product before you spend heavy amounts of money on marketing. While publicity has its benefits, it does not guarantee riches. Make sure you have a product that people will buy.

Secret #8: You Must Run Your Firm to be Convenient for Your Customers

Have you ever needed a service and remembered seeing an ad for it long ago, but unable to remember who provided the service or how to contact them? Being seen is not enough, it is necessary to be seen at the time a customer needs your product.

Additionally, work around your customers' schedules. If you sell suits for professional men, being open during the middle of the work day and closed in the evenings is a bad idea. You will need to be open on weekends and after office hours in order to access your primary demographic.

Do you only want to be open four days a week? Then make sure that it is the same four days. If a customer stops by on one Tuesday, and then the next Tuesday they stop by you are closed, they will take their business elsewhere.

Focus on the customer.

Secret #9: You Must Put an Element of Amazement in Your Marketing

This is where guerrilla marketing can be incredibly effective. Do something that wows and impresses your customers - along with everybody else. Now that everyone is trying to get and keep people's attention, what are you going to do to make people WANT to interact with your brand?

Effective promotional tools include interactive activities or games, sweepstakes, giveaways, and providing publicity to others. If people feel like they get something from you in addition to a great product, then they will spend more time thinking about, speaking about, and buying from your company.

Secret #10: You Must Use Measurement to Judge the Effectiveness of Your Weapons

When operating several different campaigns, and customers start coming in the door, how do you know which campaigns are being effective? What if none of the campaigns are bringing in customers and people are visiting your business purely because of referrals?

Knowing what activities attract customers to your business and what promotional methods have no return is necessary to spend your funds in the most effective manner. Why spend money on something that has no benefit to your organization?

Have ways to measure the effectiveness of your campaigns. Do your Facebook fans or Twitter followers increase? Does the number of new customers go up? Do people bring in coupons or ask about the deal that they saw online?

Used effectively, marketing can help build a better society.
Used effectively, marketing can help build a better society. | Source

Marketing a Business That Benefits Society is Always Rewarding

The success of a business, marketing campaign, or any other project is dependent on the commitment of those involved. As marketing involves inspiring others to take a specific action, it is important for a marketer to believe in what he is promoting.

In the end, your time, integrity, and energy cannot have a price tag on it. Never waste your time trying to sell something that you do not believe in. Find a product that you are confident will benefit people, and then marketing it, though hard work, will be enjoyable.

Do you have examples of how these 10 secrets have benefited you in the past? Maybe you know some other marketing tips. Share your comments below.

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    • leahlefler profile image

      leahlefler 4 years ago from Western New York

      I love #7 - while marketing is necessary, you have to have a really good product to bring in the sales. Great hub, Robert!

    • carol7777 profile image

      carol stanley 4 years ago from Arizona

      I have read most of these books and implemented many of the strategies that I learned when I had my business. Though many of the ideas seem simple enough..It is about doing it consistently. I am going to bookmark this and share it around. You did a great job...

    • Robert Erich profile image
      Author

      Robert Erich 4 years ago from California

      Thank you both! I am glad that you enjoyed the article. Consistency truly is the secret (provided you have a good service/product).

      I wish you both the best in your future entrepreneurial ventures!

    • Angela Blair profile image

      Angela Blair 4 years ago from Central Texas

      Enjoyed the article and the information tremendously. Being in the music business one winds up in the marketing end of it whether intended or not and I therefore always appreciate positive information. Best/Sis

    • Robert Erich profile image
      Author

      Robert Erich 4 years ago from California

      That is very true! I have worked with multiple musicians - it's all about promoting yourself. Crazy! Thanks for stopping by.

    • KBEvolve profile image

      Kenneth Brown 4 years ago from United States

      These are some good tips. I'm going to test them out.

    • profile image

      guerrillaviral 4 years ago

      @Angels, Guerrilla Marketing actually comes from Guerrilla Warfare: Che Guevara. He studied a book called the "Art of War" by Sun Tzu....

      I like the first rule... there's like 59 of them.

      1. Never Engage When the Enemy Out Numbers You:

      When applied to marketing, this means that instead of struggling to sell to millions of people, attack small niche groups of fan-bois, Otaku (Japanese expression for “reclusive fanatic”), and Mania (Korean word for obsessive product zealots).

      I stole this from http://sparkah.com/guerrilla-marketing-strategies

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