History is full of stories where tiny,
unadvanced armies have handily defeated better equipped and much larger
The history of these battles is the history of guerrilla
There are similar stories in business.
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 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!
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.
did all this "from scratch". That is, the success of the "Guerrilla
Marketing" brand is a testament to the very principles Jay himself
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
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 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
"Guerrilla marketing means marketing
that is unconventional, non-traditional, not by-the-book, and extremely
flexible. Eighteen factors make it different from old-fashioned
Jay then goes on to list 18 things that separate
guerrillas from "mere mortals."
(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
And there are clearly two factors that have influenced
this more than anything:
1. The Internet
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
Here's the definitive place to get started - where you will
find an easy to follow step by step plan for launching a "guerrilla