Table Of ContentGUERRillA PROFITS
Inentlon: Business Owners, Managers. and Professlonals_
Now you can capture the money that most businesses miss.
Most businesses miss profit opportunities on every transaction or
customer/client relationship. They have unique profit potential that
goes completely untapped-and are unintentionally limiting their
incomes without even knowing it.
Your very business existence depends on a steady stream of profits
to pay your bills .... your salary. ... your employees .... your vendors and
suppliers .... and to secure your financial future. And that's the exact
reason for Guerrilla Profits.
Guerrilla Marketers Rejoice
Now, what Guerrilla Marketing has done to ignite your business
growth, Gue"illa Profits will do to skyrocket your business's bottom
line. Guerrilla Profits is the next step in the global Guerrilla Marketing
revolution.Where Guerrilla Marketing helps you use low-cost and no
cost marketing methods to get new business, Gue"illa Profits helps
you find your profit leverage points-to increase your profits and
cashflow, capture new prom sources, and get even more business.
Without extra profits or deep pockets, you can't last long .... or support
the activities, the resources and the people you need to thrive
(especially if the economy gets difficult). The extra money generated
by Guerrilla Profits could even make the difference between the
success or failure of your business or practice.
n's Just that ImponanU
ISBN 978-1-60037-322-0
~ Habitat
" for Humanity·
9 GUlrr111a rronlllmlrDIdoDl1
Business/Management: $29.95 www.guerrillaprofits.com
Could this ooe book
become the kel to lour
success io busioess;'
Dear Reader,
You are holding an opportunity
in your hands ...
Here between these pages are the secrets
to countless business fortunes that have
been distilled into a mere book.
Rarely as a publisher do I get to be as
truly excited about sharing a book with
you, the reader- as I am about reading
it myselr.
Guerrilla Profits is such a book.
Jay Conrad Levinson and Stuart Burkow
having joined forces (legendary market
ing icon .... and master business practi
tioner)-is a windfall to the world of
business and entrepreneurs in every
field.
There are lots of great business books
out there, but none that has this complete
of a laser-focus on the primary factor
that drives all business success: Profits.
Just as Guerrilla Marketing revolution
ized the way businesses conduct market
ing--Guerrilla Profits will revolution
ize the way businesses create profits.
This is one book that you'll want to read
and act on before your competitors do.
I'm proud of their triumph .... and proud
to be able to bring you this book.
To your success,
David L. Hancock
Publisher
Guerrilla Marketing Press
An imprint of:
Morgan James Publishing, LLC
The Entrepreneurial Publisher
Jay Conrad LevInson,
Father. Guemlla MarketIng
www.gmarketing com
Jay Conrad Levinson is th.: author of the
best-selling marketing series in history.
Gllerrilla Murkeli,,~. and has \Hillen or
co-authored 5 7 bllsinc~s boob. Jay's books
h<l\e sold more than 15 million copics
\\orld\\ idt:. and are no\\ in 46 languages.
His guerrilla conc.:pts h<.l\ e influenced 1113r
keting so much that his books are required
re'lding in many MBA programs. I II! has
\\ ritlen for Enlr.:prcncur & Inc. MagaLines.
and onlinc for Microsoft. AOL. and Fonullc
Small lJusiness.
Guerrilla Marketing International
349 Magnolia Place
DeBa~, FL 32713 USA
Voice: 1-360-791-7479
Email: [email protected]
Stuart Burkow.
The -Kmg of Profits
WrNW kingofprofits com
Stuart Durkow is a serial entrepreneur.
marketing rainmaker- and a high caliber
business prolits ex pen "ith o,"er 35 years
of direct. hands-on. "in-the-trenches" expe
rience. starting his first busin.:ss at just 14
years old. He has O\\n.:d. built and operat
ed succt:ssful businesses in retail. "hole
sale distributing. manufacturing. publish
ing. mar\...eting agency and sen ices. direct
sules and mail order. .. and is President of
Guerrilla Profits International. based in La
Jolla. C<llifornia.
Guerrilla Profits International
7486 La Jolla Blvd. #251
La Jolla, CA 92037 USA
VOIce 1-858-597-0055
Email [email protected]
About the Authors
Jay Conrad Levinson is the author of the best-selling marketing series in
history, Guerrilla Marketing, and has written or co-authored 57 business
books. Jay1s books have sold more than 15 million copies worldwide, and
are now in 46 languages. His guerrilla concepts have influenced
marketing so much that his books are required reading in many MBA
programs. Jay taught Guerrilla Marketing for 10 years at the extension
division of the Univ. of California in Berkeley, was a practitioner of it in
the United States as Sr. VP at J. Walter Thompson, and in Europe, as
Creative Director of Leo Burnett Advertising. Jay has written for
Entrepreneur & Inc. Magazines, and online for Microsoft, AOL, and
Fortune Small Business.
Stuart Burkow is a serial entrepreneur, marketing rainmaker-and a
high-caliber business profits expert with over 35 years of direct, hands-on,
"in-the-trenches" experience, starting his first business at just 14 years
old. He has owned, built and operated successful businesses in retail,
wholesale distributing, manufacturing, publishing, marketing agency and
services, direct sales and mail order-and is President of Guerrilla Profits
International, based in La Jolla, California.
Stuart has worked directly with the legends in business training, growth,
motivation, and marketing such as Jay Abraham, Robert Allen, Dan
Kennedy, Brian Tracy, Denis Waitley, and of course, Jay Conrad
Levinson. He has joint-venture partners around the world-and has
partnered with leading companies and organizations such as: Guerrilla
Marketing Int'l, Nightingale-Conant, Agora Financial, Philips Publishing,
Citadel Broadcasting Corp., Boardroom Reports, British-American, The
Oxford Club, Target Marketing and Agora Learning Institute.
Please direct all inquiries, feedback, comments or suggestions to:
Guerrilla Profits International
7486 La Jolla Blvd. #251 • La Jolla, CA 92037 • USA
[email protected]
Voice: 1-858-597-0055 • Fax: 1-858-597-0075
www.guerrillaprofits.com
JAY CONRAD LEVINSON
STUART BURKOW
&
Forewordbv
Dan Kennedv
New York
GUERRllLA PROFITS
10 'l. .r ll' SIn'I,'I. "'Ienlll Ciani., ..... lln'I,. & II' "Ire .1111111
© MMVIII Guerrilla Profits International. All Rights Reserved.
No part of this publication may be reproduced or transmitted in any form or by any
means, mechanical or electronic, including photocopying and recording, or by any
information storage and retrieval system, without permission in writing from Guerrilla
Profits International or the publisher (except by a reviewer, who may quote brief
passages in a review).
Information within this book does not constitute legal, financial or similar professional
advice. It is sold with the understanding that the publisher and its authors are not
engaged in rendering legal, financial, or other professional services or advice. If legal
advice or other expert, professional assistance is required, the services of a competent
professional person should be sought. The purchaser of this publication assumes full
responsibility for the use of these materials and information. The Publisher and Authors
assume no liability whatsoever on behalf of any reader of this material. Please consult
applicable laws and regulations and competent counsel to ensure your use of this
material conforms with all applicable laws and regulations.
Hardcover ISBN: 978-1-60037-322-0
Paperback: ISBN: 978-1-60037-281-0
Audio Book ISBN: 978-1-60037-347-3
I. Business / Management
2. Marketing / Direct
3. Entrepreneurship
~ Habitat
1225 Franklin Ave. Ste 325
Garden City, NY 11530-1693 " for Humanity'
Penlnsul.
Toll Free 1-800-485-4943 Building Partner
www.MorganJamesPublishing.com
First Edition: Levinson, Jay Conrad. Burkow, Stuart.
Attention: Schools, Corporations, Ad Agencies, and Promoters:
Guerrilla Profits is available at quantity discounts with bulk purchase for educational
or business use. For more information, contact Guerrilla Profits International via
voice: 1-858-597-0055, or via email: [email protected]
Editorial Director: Dale [email protected]
Cover & Interior Design: David Gough -www.davidgoughart.com/graphics
Inspirational Muse: Donald Wolfe -www.donwolfe.net
Guerrilla Profits (guer·ril·la prof' its) noun.
"The extra money earned by using unconventional
methods to increase profitability and cashjlow"
Contents
About the Authors - ii
Foreword by Dan Kennedy - ix
Introduction by Jay Conrad Levinson - xi
Introduction by Stuart Burkow - xv
Preface - xix
Profit Leverage Points
Your Primary Profit Sources
Thinking diffirently about your business
Chapter 1 - Strategy # 1 :
Maximize Your Interactions ..............................1
The Critical First Points of Contact
Essentials for good customer/client interactions
A rarely used secret weapon
The dark side ofe mployee attitude
Chapter 2 - Strategy #2:
Capture More From Your Transactions ....................1 9
Inbound Conversion & Outbound Sales
The 7 Common Transaction Methods
Boost sales: "Good-until-cancelled" options
Increase purchases: Selling "down the line"
Chapter 3 - Strategy #3:
Boost Your Marketing Results ........................... 39
The Top 10 Items to Test
Series & Sequence marketing
Standing out from the crowd
Hidden benefits that boost response
Chapter 4 - Strategy #4:
Build Up The Value .................................... 61
The problem with price shoppers
A better solution to selling on price
Testing the higher-priced waters
Building value: Package Deals & Bundles
Chapter 5 - Strategy #5:
Change The Rules ..................................... 87
Harness Your Competitors to Your Advantage
Alternative Method, Media & Market Combos
