Introduction to Guerrilla Marketing

For most of you, marketing means those things that you do to promote your business: things like submitting to search engines, doing ezine advertising, giving away free stuff, etc. But marketing is actually much more than that to a guerrilla marketer. Take notes here, because the sooner you learn this, the better it will be for your business.

MARKETING IS ANY AND EVERY CONTACT YOU HAVE WITH ANYONE ABOUT YOUR BUSINESS.

If you are a one-person operation or if you are a multi-million dollar corporation, every time you pick up your business phone, every business e-mail you send is marketing. Learn this and just watch the changes that will happen.

You cannot succeed as a marketer, guerrilla or otherwise, until you learn this.

What this means is that marketing is not an event, something that happens linearally in time. Marketing is a circle. Its a never-ending PROCESS, like Life itself.

GUERRILLA MARKETING is the use of unconventional tactics to achieve a very conventional goal. That goal is always increasing PROFITS.

Profits is the ONLY goal of guerrilla marketing. Everything you do must be geared toward profits.

Now, that does not mean that guerrillas will resort to all kinds of unethical means to make a profit. Quite the opposite actually. Guerrillas are highly principled and highly ethical marketers.

What it does mean is that guerrillas look at everything they do in terms of profits. If a tactic does not help their profits, then it is eliminated. No wasting a lot of time with unprofitable tactics.

Note that Ive talked about profits rather than sales. Guerrillas are not concerned about the number or size of the sale; they are concerned about the profits from those sales. There are lots of examples of companies who have brought in lots of dollars from lots of sales and yet lost money through poor marketing. That would not be allowed to happen to a guerrilla.

By focusing on profits rather than all those other meaningless numbers, a guerrilla learns to truly stay focused on what their business is all about. By focusing on profits, a guerrilla must focus on his customers needs. It is only by focusing on customer needs that you can truly become profitable.

When you have what the customer needs and you focus on those customers, then you will be able to do thins like make repeat sales, which are much more profitable than sales to new customers. You will be able to charge what your products are worth and not worry about being undercut on price.

Price is the fifth most important consideration people use when buying. What people are most concerned about is PERCEIVED value. You must give your customers MORE value than they expected.

Have you noticed something about guerrilla marketing yet? Guerrilla marketing does not depend on the trial and error methods traditional marketing teaches. Guerrilla marketing is based on psychology, those rules of human behavior that allow you become a better marketer.

Psychology gives you a distinct advantage. It eliminates a lot of the trial and error methods, or as they call it "experience," that traditional marketers depend on. By using psychology you are able to create more focused, more targeted, more profitable marketing strategies and tactics.

Next week we will look at the differences between traditional marketing and guerrilla marketing.

This article is copyrighted by 3R Marketing. All rights reserved. It may not be reprinted without the express consent of the author. Used with permission of the author.

About the Author

John Botscharow is the owner of 3R Marketing.REAL HELP FROM REAL MARKETERS Unconventional Tactics For Conventional Profits! We PREACH, TEACH and PRACTICE Guerrilla Marketing. 3r-marketing.com

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