Guerrilla Marketing Field Guide : 30 Powerful Battle Maneuvers for Non-Stop Momentum and Results

LAUNCH AN ALL-OUT MARKETING ATTACK Build marketing momentum, outsmart your competitors, and win the long-term war for mindshare and sales in 30 maneuvers—all inside, battle-tested, and ready to employ. The Father of Guerrilla Marketing, Jay Conrad Levinson, and Jeannie Levinson, President of Guerrilla Marketing International, deliver a no-nonsense, take-no-prisoners plan to producing immediate marketing results without consuming your cash or wasting your time. From delivering a powerhouse elevator pitch to mastering media, each maneuver is a marketing mission accomplished. BONUS MATERIAL INCLUDED! 200 + Guerrilla Marketing and Social Media Weapons 8 elements to emphasize on your website and 20 questions to ask 12 Most common internet marketing mistakes to avoid Tragic and magic copy writing tips Table of Contents 6 Acknowledgments 12 PART I: THE MISSION 14 1. Advancing Into Battle 16 Map Out Your Attack 18 Maneuver #1: Determine Your Business Goals 19 Assess Your Advantages 20 Find Problems and Then Solve Them 23 Maneuver #2: List the Benefits You Offer 26 Maneuver #3: Recognize Your Competitive Advantages 27 Maneuver #4: Know Your Competitors 28 Maneuver #5: Identify Your Target Markets 29 2. Marketing Like a Guerrilla 32 Keep Your Strategy Brief 36 Keep Your Strategy Focused 37 Maneuver #6: Write Your Seven-Sentence Guerrilla Marketing Strategy 39 Maneuver #7: Create Your Elevator Pitch 41 3. Selecting Your Marketing Media 44 Know the Power of Your Weapon 46 Not an Army of One 49 Maneuver #8: Ask Your Customers 51 Maneuver #9: Find Fusion Marketing Partners 53 Maneuver #10: Plan Your Guerrilla Marketing Calendar 54 4. Putting Your Credibility on Steroids 58 Pay Attention to Meta-Messages 59 Showcase Your Expertise 62 Take a Shortcut 63 Maneuver #11: Become the Expert 64 Maneuver #12: Give Talks 65 Maneuver #13: Author a Book 67 5. Giving Freebies Can Lead to Serious Profits 70 What Can You Give Away? 73 Maneuver #14: Learn What You Can Give for Free 75 Maneuver #15: Build Consent with Soft Steps 76 6. Discovering Memes - the Newest Secret in Marketing 80 Maneuver #16: Create a Meme 85 7. Learning to Be a Creative Guerrilla 88 The Power of Headlines 90 The Passion of Guerrilla Copywriting 92 Moving It Online 93 Maneuver #17: Create Your Domain Name 95 Maneuver #18: Create a Website 95 8. Writing Persuasive Headlines and Subject Lines 98 Headlines and Subject Lines 100 Maneuver #19: Write Three Headlines and Three Subject Lines 105 Maneuver #20: Email Your Customers 106 9. Identifying Wonderful and Horrible Marketing 108 Top 25 Reasons Advertising Fails 110 Maneuver #21: Draft a Brochure 111 Maneuver #22: Create a Magazine Ad 112 Maneuver #23: Create a 30-Second Radio Spot 113 10. Making Your Business a TV Star 116 Remember These Facts to Produce a Winner 120 Maneuver #24: Create a 20-Second TV Commercial 124 11. Making an Impact in Your Community 126 Go Virtual! 129 Maneuver #25: Help Your Community 130 Maneuver #26: Create a Referrral Plan 134 Maneuver #27: Plan for Guerrilla Follow-Up 135 12. Ensuring Your Victory 138 Emerging Tools to Break the Competition 140 Maneuver #28: Take Specific Action 143 Maneuver #29: Activate Your Attack 145 Maneuver #30: Receive Your Marching Orders 147 PART II: AFTER THE BATTLE 150 13. Debriefing 152 PART III: APPENDICES 154 APPENDIX A: 200 Guerrilla Marketing Weapons 156 APPENDIX B: Guerrilla Social Media Weapons 162 APPENDIX C: The Top Ten Marketing Memes 172 APPENDIX D: Top Slogans, Jingles, and Ad Campaigns 174 APPENDIX E: Elements of Website Design 184 APPENDIX F: Headline and Copywriting Tips 188 About the Authors 192 Index 198 Jay Conrad Levinson and Jeannie Levinson's Guerrilla Marketing books have sold millions of copies around the world and now, for the first time, they offer killer content in a field guide format that shows marketers how to drive momentum