Guerrilla Marketing

1. “Creativity comes from knowledge. You must have knowledge of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time. With this knowledge, you’ll have what it takes to develop a creative marketing program, and you’ll produce creative marketing materials.”

2. “The road to profitability is paved with credibility. Credibility is something you earn by how you market, where you market, how you treat people, how you act, and your overall level of professionalism. Away from the business arena, the term is street cred, and it's the road to respect.”

3. “The idea is to have a wonderfully responsive list of people who opted in to your list, and then to send them a brief e-mail with a hyperlink to your Web site. That e-mail must be readable on one screen with no scrolling.”

4. “You don't have to give away free things in order to be generous. You can prove your generosity by your ability to listen and see things from your customer's point of view. You can prove it by your willingness to share information, by the inside tips you give to your customers.”

5. “If you've decided to market online, the first rule of which you should be aware is the rule of thirds: You should determine the budget you'll have for online marketing, then invest one third in developing your site, one third in promoting your site, and one third in maintaining your site. Most ill-advised online marketers invest three thirds in developing their site, then wonder why they aren't earning landmark profits.”

6. “Marketing experts see today as two separate ages. One requires the age-old principles of patience and commitment for the eventual profit. The other requires a can't-refuse offer, a large and responsive mailing list, and online dexterity for the quick profit. The guerrilla marketer of today operates comfortably in both ages.”

1. Energy and Imagination Beat Big Budgets

Small businesses can compete with large corporations by using creativity, energy, and time instead of money. Guerrilla marketing focuses on unconventional, low-cost tactics that generate maximum impact. Think outside traditional advertising to create memorable experiences that get people talking.

2. Build Relationships, Not Just Transactions

Focus on creating genuine connections with customers rather than one-time sales. Guerrilla marketers prioritize customer lifetime value over immediate profits. Personal relationships, exceptional service, and ongoing engagement create loyal customers who become enthusiastic advocates for your business.

3. Measure Everything and Optimize Constantly

Track the effectiveness of every marketing activity, no matter how small. Guerrilla marketers can't afford waste, so they must know which tactics generate results and which don't. Test different approaches, measure response rates, and double down on what works while eliminating what doesn't.

4. Create Marketing Weapons Arsenal

Develop a comprehensive list of low-cost marketing tactics you can deploy consistently. This includes everything from business cards and referral programs to social media and community involvement. Having many small weapons is more effective than relying on one big campaign.

5. Partner with Other Businesses for Mutual Benefit

Collaborate with complementary businesses to share customers, costs, and marketing efforts. Cross-promotions, joint ventures, and strategic partnerships multiply your reach without multiplying your expenses. Look for win-win opportunities where both businesses benefit from the relationship.