Startup Guide to Guerrilla Marketing. Jay Levinson Conrad

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СКАЧАТЬ to create focus and to arouse curiosity.

      Example 1: “We coach businesses to increase their profits.”

      Example 2: “We sell computers at the lowest prices.”

       How would you describe your business in seven words or less?

       Step 2

      After engaging a person’s interest, you can describe your business in more detail, using an interactive conversational style. Be sure to address the benefits of your service and your competitive advantage. Use words that inspire.

       How would you describe your business in more detail?

Presenting Yourself

      Guerrilla marketers realize that their clients and customers judge their competence at every point of contact. So guerrilla marketers pay constant attention to the way they present themselves and strive for constant improvement. There are two categories of presentations: time-lapse and realtime.

      Time-lapse presentations are characterized by a delay between the time the guerrilla marketer prepares his or her message and the time clients or prospects read it.

       Time-Lapse Presentations

      Time-lapse presentations are characterized by a delay between the time the guerrilla marketer prepares his or her message and the time clients or prospects read it. The message may be prepared hours, days, weeks, or months ahead of time. As a result, time-lapse presentations are one-way communications: They cannot be changed on the fly because they can’t observe every reader’s reaction.

      This delay between creation and reading places a great burden on the appearance or formatting of the guerrilla’s message. The entire message must compensate for the facial expressions, gestures, and vocal intonations that readers can’t see but use to judge messages that are delivered face to face. As a result, time-lapse communications are extremely detail intensive. Formatting errors, such as the random placement of text and graphics on a page, the inconsistent use of color and type, or constantly changing typeface and type size undermines the message. Likewise, editing problems like transposed words or spelling errors destroy the identity of competence and professionalism guerrilla marketers strive to project at every point of contact.

      There are three categories of time-lapse communications:

      1. Print. Ads, brochures, business cards, newsletters, proposals, and reports.

      2. Online. Your web site.

      3. E-mail. Including e-mail sent to clients as well as postings to online forums.

      We discuss web sites and e-mail in more detail in a later chapter.

      Real-time presentations are two-way communications.

       Real-Time Communications

      Real-time presentations are two-way communications. Guerrillas not only enhance their message with gestures by varying their tone of voice, but also drive home their point by maintaining eye contact and occasionally smiling. Guerrillas can alter their real-time presentation by observing their client’s reaction to their words. They can read their client’s body language and react accordingly.

      There are two types of real-time presentations:

      1. Telephone. Using incoming or outgoing calls to communicate with clients.

      2. Face-to-face. One-to-one or group presentations in a conference room or at a speaker’s podium.

       “You only have one chance to make a good first impression.”

You Are Always On-Stage

      Whether you know it or not, you’re marketing yourself every day. And to lots of people! You’re marketing yourself to make a sale, warm up a relationship, get a job, get connected, and get something you deserve. You’re always sending messages about yourself—either intentionally or unintentionally.

       Intention

      Guerrillas control the messages that they send—it’s all about intention! Non-guerrillas send unintentional messages, even if those messages sabotage their overall goals in life. They want to close a sale for a consulting contract, but their inability to make eye contact or the mumbled message they leave on an answering machine turns off the prospect.

      There are really two people within you—your accidental self and your intentional self.

      Guerrillas send no unintentional messages. Unintentional messages erect an insurmountable barrier. Your job: Be sure there is no barrier. There are really two people within you—your accidental self and your intentional self. Most people are able to conduct about 95 percent of their lives by intent. But that’s not enough. It’s the other 5 percent that can get you in trouble—or in clover. We’re not talking phoniness here. The idea is for you to be who you are and not who you aren’t—to be aware of what you’re doing, aware of whether or not your actions communicate ideas that will help you get what you deserve.

      Take a personal inventory. How do you send messages and market yourself right now?

      • Your appearance

      • You also market with your eye contact

      • Body language

      • Your habits

      • Your speech patterns

      • Your letters, e-mail, web site, notes, faxes, brochures, and other printed material

      • Your attitude

      • Your ethics

      You must be sure the messages of your marketing don’t fight your dreams.

       How People Judge You

      Again, you may not be aware of it, but people are constantly judging and assessing you by noticing many things about you. You must be sure the messages of your marketing don’t fight your dreams.

       TRAITS PEOPLE USE TO MAKE DECISIONS ABOUT YOU

      • Clothing

      • Hair

      • Weight

      • Height

      • Jewelry

      • Facial hair

      • Makeup

      • Business card

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