"What is Guerrilla Marketing"
by Mark Joyner
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
The history of the ascent of these icons is the history of guerrilla
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
"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
"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
(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
- The Internet
- 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
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"!
Article by Mark
Joyner of ROIbot - Kris Stringham of EzineHits says that
Mark's techniques "represent the future of Internet Marketing".
We agree! Mark's most recent exploit is a unique advertisement
tracking service called ROIbot.
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