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Where And When To Begin Marketing by Jay Conrad Levinson |
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| Guerrillas are never stopped by analysis paralysis. Don’t let it stop you. |
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| Many business owners realize the simplicity of marketing, but just don’t know where |
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| they should begin. Analysis paralysis stops them in their tracks. So many tasks. |
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| Where to start? So they don’t start. They know what they must do, but don’t really |
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| have a plan, so they make disconnected efforts to achieve a hazy goal. When they |
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| SPECIAL FEATURES |
don’t see encouraging results right off the bat, they lose confidence, if any existed in |
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the first place |
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| - Entrepreneurial Thinking |
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| If there’s any correct time to start, it’s right now. If there’s any proper place, it’s right |
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| - The Process of Marketing |
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| where you are. You’ll never feel you are completely ready, so you may as well begin |
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| - What Guerrillas Know |
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| immediately. |
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About Email |
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If there’s any secret to be learned, it’s the secret of taking action and never stopping. |
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| - Where And When To |
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| You’ve heard Diana Ross sing when she was a member of The Supremes. Hear now |
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Begin Marketing |
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what she says about taking action: "You can’t just sit there and wait for people to |
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| give you that golden dream; you’ve got to get out there and make it happen for |
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| yourself." |
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| Guerrillas have learned that the best time to market is when they don’t need any more |
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| business. They know that the best source of new clients is old clients and that the |
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| best marketing is characterized by quality and not quantity. They realize that their best |
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| marketing vehicle, and least expensive, is a satisfied customer. And they know that |
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| the two best ways to measure their marketing are by customer retention and by |
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| profits, both a part of each other. |
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| It’s wise to think of your marketing the same as you think about your rent. You pay it |
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| and never think twice. It’s also wise to think of your marketing as breathing. You |
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| couldn’t exist with only one breath, or even two or three. Don’t think you’re going to |
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| attract a new customer with only one effort, or even two or three. You keep |
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| breathing and stay alive. You keep marketing and stay profitable. |
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| Every part of your success is dependent upon one individual. You are that individual. |
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| You’re in charge. You say when to begin. You’ve got the insight to make the right |
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| decisions now. To succeed, you’re going to need that insight, along with courage and |
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| conscientiousness. If you’re frightened of making mistakes, you’re sunk. Accept that |
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| you’ll make mistakes. Each one has a lesson to be learned. |
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| Michael Eisner, chairman and CEO of Disney, and the man who propelled it to |
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| undreamt of success, says, "At a certain level, what we do at Disney is very simple. |
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| We set our goals, aim for perfection, inevitably fall short, try to learn from our |
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| mistakes, and hope that our successes will continue to outnumber our failures." |
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| There’s nothing Mickey Mouse about that kind of philosophy -- because it embraces |
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| mistakes as part of the process. |
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| There is no need to hit a home run the first time you’re at bat. A single will do, then |
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| another single, then another, one following each other, none grandiose, but all |
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| bringing you closer to your goal. |
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| As small business grows, so does the need for mastering guerrilla marketing. And |
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| small business is growing faster than ever. As entrepreneurs arise all over the globe, |
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| so does the need for mastering guerrilla marketing. Just a new kid on the block as the |
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| 20th century headed towards its completion, guerrilla marketing is now a powerful |
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| and proven force worldwide. It must be reckoned with and best yet, utilized. Some |
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| would say it's mandatory for small business survival. |
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| Ask any small business owner: It's far easier to employ guerrilla marketing than hope |
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| to defend yourself against it. |
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| A whale of a lot has changed since I wrote the first guerrilla marketing book in l984. |
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| And almost all of it favors small business. Marketing itself has changed dramatically |
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| and interactively, not to mention electronically. So has the array of weapons available |
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| to guerrillas -- more powerful than ever, yet half of them completely free. That's why |
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| so many guerrillas are smiling so broadly. They also know that many things have not |
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| changed and that those things are as important as the things that have. |
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I'm referring to the soul and essence of guerrilla marketing which remain as always --
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| achieving conventional goals, such as profits and joy, with unconventional methods, |
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| such as investing energy instead of money. I'm also referring to humanity which is |
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| relatively unchanged since the first book, indeed, since the first human. |
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| It's not possible to ignore the fact that we're in a new century, even though if you look |
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| out the window, you can't see much that has changed. If you look into the hearts and |
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| minds of your prospects, you'll see that very little has changed there, too. Certainly, |
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| there's a growing awareness of the precious and elusive nature of time, perhaps |
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| even a bit more humanity, made possible by, of all things, technology. |
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| The marketing world has changed because it has shrunk rather than expanded. |
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| Again, credit technology for the shrink job, accomplished not as much by the jet as |
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| the net. Marketing has also become a lot more technical. But that doesn't mean you |
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| have to be technical -- because technology has met you more than halfway by |
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| becoming much easier to use and even easier to pay for. |
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| Guerrillas welcome the changes as much as they welcome the status quos. They |
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are fully alert to what has changed and what must never change. They know well |
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| the difference between change and improvement. Analysis paralysis is a condition |
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| that has been eliminated in their world. |
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| top^^ |
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| Copyright 2007 / THE NOTICEBOARD COMPANY Limited / Published by Dilton Consulting |
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