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. 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. His concepts are so
successful that he has sold over 14 million books on the subject (in 41
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. 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 viewmarketing 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 this
new book - it's recognized as his most powerful work yet.) 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 thedefinitive
place to get started - where you will find an easy to follow step by
step plan for launching a ""guerrilla attack.""
