Words of Wisdom

Yesterday I had a rare opportunity to attend a teleseminar presented by Jay Conrad Levinson, the father of Guerrilla Marketing. I have been a fan of Jay’s for more years than I want to admit, and I was very complimented when he gave me a comment on both of my first two books. He shared six points yesterday about Guerrilla Marketing that I want to pass along to you.

First of all, Guerrilla Marketing does not cost money. I’m certain that will surprise you. The first question out of most business people’s mouths regarding marketing is, “How much will it cost?” Money in and of itself does not indicate successful marketing. Instead, Guerrilla Marketing requires time, energy, imagination, and knowledge. These four lead to successful, aggressive marketing.

Second, Guerrilla Marketing takes the mystique out of marketing. “Simple works every time,” Jay said, “complicated does not. Vague and hazy marketing is ineffective.” I completely agree. I have had several clients tell me that I take the mystery out of marketing, which is one of the highest compliments someone could give me.

Third, Guerrilla Marketing focuses on solving problems, not presenting features and benefits of your product or service. What customer problems do you solve with your business? Do you tell new customers that you solve problems?

Fourth, the only number in marketing that matters is profits. Merely increasing sales without a corresponding profit increase is not success. Profits alone tell the truth. I agree with this, too, which is why I named my business Profitable Sales and Marketing. My main goal is to increase your profits with your marketing. You would be wise to have that as your main goal, too.

Fifth, a logo is no longer the right graphic representation to have for your business. Today you need a meme. Have you heard of a meme? I hadn’t until a few weeks ago. A meme is a visual communication of an entire idea. Jay gave an example of a cave man who was trying to catch a fish for dinner. After many unsuccessful attempts, he returned to the cave empty-handed and despondent. As he sagged down against the wall of the cave, he noticed on the wall across from him a drawing of a man spearing a fish with a stick. That graphic gave him the idea to grab a stick, sharpen it, and use it to get the fish. It worked, and that evening his family had a bounteous meal. That drawing was a meme. Memes communicate ideas quickly. With our time-pressed lifestyles, you are way ahead when you communicate your message to your customers quickly and completely. Memes do that better than logos.

Sixth, ask customers questions and sell them what solves their problems. Often what they come in asking for may not do that. Talk to your customers, find out their problems, and offer them solutions that will work. Your customer will be happy; your business will be profitable; and you will receive word-of-mouth marketing which brings in more customers.

Jay called marketing sell biz. “Marketing is not show biz, as some claim,” he exclaimed. “Marketing is not sneaky, unethical, boring, or truth-made-fascinating. Marketing solves your customers’ problems and increases your business’s profits. It’s that simple.”

Thanks, Jay, for your words of wisdom.