Guerrilla Marketing in 30 Days

330 Pages·2016·2.24 MB·English

by  Lautenslager Al

Fellow Guerrilla Marketers Speak Out . . .
“Authors Jay Levinson and Al Lautenslager methodically explain strategies to
help all businesses and organizations with their marketing. Spending 30 days
with this book could be one of your more profitable actions this year.”
—Jack Canfield, author of Chicken Soup for the Soul, The Power of Focus, and The Success Principles
“At last, a detailed step-by-step marketing program that doesn’t take a lifetime to
implement!”
—Roger Parker, author of Relationship Marketing for the Internet, Web Design for Dummies, and
onepagenewsletters.com
“Don’t speed read Guerrilla Marketing in 30 Days. Read just one chapter in a
sitting, no more, and then write down ideas that you can use to improve your
business. Now read another chapter the next day and write down ideas. You’ll
find you’ll implement some truly great ideas before you’re halfway through the
book. Try it.”
—Jon Spoelstra, author of Marketing Outrageously, a Wall Street Journal bestseller
“If you are strapped for cash as a small business or a business professional and
want to turbo-charge your marketing, read Guerrilla Marketing in 30 Days.
—Jeffrey J. Fox, bestselling author of How to Make Big Money in Your Own Small Business
“Only Jay and Al can deliver on the promise to fix your marketing in 30 days.
Buying this book and taking 30 days to turbo-charge your company is a no-
brainer.”
—Guy Kawasaki, author of The Art of the Start and CEO of Garage Technology Ventures

Entrepreneur Press, Publisher Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions © 2014 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the
1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for
permission or further information should be addressed to the Business Products Division, Entrepreneur
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This publication is designed to provide accurate and authoritative information in regard to the subject matter
covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or
other professional services. If legal advice or other expert assistance is required, the services of a competent
professional person should be sought.
ebook ISBN: 978-1-61308-269-0
We dedicate this book to all entrepreneurs who are passionate about investing
time, energy, and their imaginations in the growth and success of their
businesses and organizations, all in the spirit of guerrilla marketing.
Thank You, Jay
In between the time this manuscript was completed and it’s publication and
release, my friend, mentor, and co-author Jay Levinson, passed away. He was
80.
Jay was a true thought leader. He led a marketing revolution of thinking out of
the box. He influenced many entrepreneurs and marketers along his way and
this will continue with his legacy of Guerrilla Marketing books and his other
writings.
While this book has a dedication to all entrepreneurs I want to take this
opportunity to not only re-dedicate this book to Jay but to say thank you; thank
you not only personally but on behalf of all that he touched. Jay was one of the
most generous people I have ever met. I am certainly not alone with that feeling.
He was a teacher, a friend, a creative mind, and partner of many.
Jay shaped the mindset of many. Sure he shared strategies and tactics but he
influenced the way we think. That influence made and will continue to make
many people successful.
Jay lived life to it’s fullest in a sharing way. We can all only be as lucky. We are
fortunate that he has touched so many and we are all glad to be a part of that.
Thank you, Jay. You will be dearly missed.
—Al Lautenslager
Contents Acknowledgments
Preface
Introduction to the Third Edition
Day 1
The Guerrilla Marketing Mindset
More Ways to Develop a Marketing Mindset
Guerrilla Marketing Mindset Tips
Commitment to What Works
Day 1 Summary
Day 2
The Purpose of Your Marketing
Prioritizing Goals
Focus
Day 2 Summary
Day 3
Competition and Research
Customer Research
Identifying the Competitor’s Achilles’ Heel
Opportunity Research
Day 3 Summary
Day 4
Target Market
Narrowing Your Scope
Taking Dead Aim
Target Market Considerations
Pulling the Trigger
Your Best Prospect
Day 4 Summary
Bonus Day
Building Your List
The Value of the List
Enlarging the Target
Day 5
Positioning
Capitalize on Your Strengths and the Competition’s Weaknesses
Position Benefits as Value-Oriented
Day 5 Summary
Day 6
Niche Marketing
Everybody Is Not a Niche
Niche Strategies
Day 6 Summary
Day 7
Marketing Plan and Strategy
Day 7 Summary
Bonus Day
Integration
The Integrated Approach
Blending the Tactics
Find the Balance
Day 8
Competitive Advantage and Benefits
Features vs. Benefits
Competitive Advantage
Communicating Benefits and Competitive Advantages
Day 8 Summary
Bonus Day
Testimonials and Customer Reviews
The Trust Factor
Positive Influence
Creating and Developing Reviews and Testimonials
Credibility Marketing
Day 9
Identity and Branding
Clear, Consistent, and Creative
Establishing Your Brand
Day 9 Summary
Day 10
Marketing Communication and Creative Planning
The Importance of Communication
Creative Planning
Day 10 Summary
Bonus Day
Thought Leadership
Thought Leadership = Success
A Real, Live Thought-Leadership Example
Thought Leadership Is a Differentiator
Day 11
Advertising and Media Plan
Advertising Investment
Day 11 Summary
Day 12
Business Networking
Networking Mindset
Making Contact—It’s Who You Know
Networking Is Relationship Building
The Networking Process
Relationship Building as It Relates to Networking
Day 12 Summary