Jay Conrad Levinson, author of Guerrilla Marketing, lays out a set of secrets that are not so secret in order to be successful in marketing. Here they are:
1. Commitment
“What makes a marriage work? What makes a business work? How do you finish running a marathon? Yeap …........Commitment! (Conrad Levinson, 2007).
A marketing plan is not a miracle worker. Commitment is directly related to time. You most likely won't see results in 60 days, maybe in 3 months, or 6, maybe a year or more, but be patient! Create a realistic and sensible plan and stick with it until it proves itself.
2. Investment
Marketing = Conservative Investment
Do not expect it to double your sales immediately. Marketing will contribute to slow but steady increases for you.
3. Consistent
Make your marketing consistent!
Don’t change media, messages, or vary graphic format. Change headlines, offers and even prices but not your identity. When ready to market, be consistent. It's better to use your capital in constant ads even if smaller, than big and far in between.
“Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales.”
4. Confident
Make prospects confident in your offering. Commitment & consistency will breed confidence.
5. Patient
Be committed, see marketing as an investment, be consistent & patient. It takes time!
6. Assortment
Have an assortment of marketing weapons! Use all of them and see your business grow. Don’t get comfortable with just one.
7. Subsequent
It costs six times more to sell a product or a service to a new customer than it does to an existing one. Don’t forget your existing clients and just focus on getting new ones.
8. Convenient
Think of customer or client convenience, not your own.
9. Amazement
Remember that your marketing must amaze people. Amazement attracts attention to your ads.
10. Measurement
Measure the effectiveness of all your marketing. Ask clients how they heard about your business. Invest more in what is working and lessen or eliminate what is not.
11. Involvement
Be involved with your clients. Follow up emails, texts, calls, mailers, etc. Learn what is convenient for them and practice it. Try to remember their names and provide great customer service. This is a key for referrals.
12. Dependent
Even if you own your own business, you can’t do it alone. We are all interdependent with manufacturers, suppliers, etc. Power comes from teamwork than individualism.
13. Armament
“Dictionaries describe the equipment necessary to wage and win battles as armament.” Yours is technology! Your computer, cell phone, online presence, etc. Use your resources to design and compete regardless of your business size and budget.
14. Consent
Remember the term opt-in. The best way is to get people to opt-in to hear from you. Almost every site now asks for your email and consent to send you emails or text messages.
15. Content
Don’t just get caught up in the fanciness of your ads. Remember that content is key.
16. Augment
You need to continue to augment your marketing attack. Competitors are constantly evolving, so should you!
Strengthen your plan, better your web site, learn more about newer strategies, how you can get better and spend less.
“Once you develop the marketing plan, don’t approve it until you are ready to commit yourself to it! Don’t approve it until you are ready to invest in it with a realistic expectation of return. And don’t implement it until you are prepared to stick with it consistently. “
Reference:
Levinson, J. C., Loza, B., & Audible Studios. (2009). Guerrilla Marketing: Fourth Edition. Audible Studios.
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