Difference Between Traditional and Guerrilla Marketing

By Jay Conrad Levinson

What is marketing in the first place?

Marketing is absolutely every bit of contact any part of your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral customers. The three keys words in that paragraph are EVERY, REPEAT, and REFERRAL.

Guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. Twenty factors make it different from traditional marketing:

1. Instead of investing money in the marketing process, you invest time, energy, and  imagination.
2. Instead of using guesswork in your marketing, you use the science of psychology, actual laws of human behavior.
3. Instead of concentrating on traffic, responses, or gross sales, profits are the only yardstick by which you measure your marketing.
4. Instead of being oriented to companies with limitless bank accounts, guerrilla marketing is geared to small business.
5. Instead of ignoring customers once they've purchased, you have a fervent devotion to customer follow-up.
6. Instead of intimidating small business owners, guerrilla marketing removes the mystique from the entire marketing process, clarifies it.
7. Instead of competing with other businesses, guerrilla marketing preaches the gospel of  cooperation, urging you to help others and let them help you.
8. Instead of trying to make sales, guerrillas are dedicated to making relationships, for long-term relationships are paramount in the new millennium.
9. Instead of believing that single marketing weapons such as advertising or a website work, guerrillas know that only marketing combinations work.
10. Instead of encouraging you to advertise, guerrilla marketing provides you with 100 different marketing weapons; advertising is only one of them.
11. Instead of growing large and diversifying, guerrillas grow profitably and then maintain  their focus, not an easy thing to do.
12. Instead of aiming messages at large groups, guerrilla marketing is aimed at individuals and small groups.
13. Instead of being unintentional by identifying only mass marketing, guerrilla marketing is always intentional, embracing even such details as how your telephone is answered.
14. Instead of growing linearly by adding new customers, guerrillas grow geometrically by enlarging the size of each transaction, generating more repeat sales, leaning upon the enormous referral power of customers, and adding new customers.
15. Instead of thinking of what a business can take, guerrilla marketing asks that you think of  what a business can give, in the way of free information to help customers and prospects.
16. Instead of ignoring technology in marketing, guerrilla marketing encourages you to be  techno-cozy and if you are techno-phobia, advises you to see a techno-shrink because techno-phobia is fatal these days.
17. Instead of being me marketing and talking about a business, guerrilla marketing is you  marketing and talks about the prospect.
18. Instead of attempting to make a sale with marketing, guerrilla marketing attempts to gain consent with marketing, then uses that consent to market only to interested people.
19. Instead of using a logo or arbitrary graphic design, guerrilla marketers make use of memes, which are loaded with meaning and relevance in themselves, and are easy to remember.
20. Instead of a one-way monolog, guerrilla markerters engage their customers in an ongoin interactive dialog with their customers and prospects.

      And...Click Here to view a Flash Movie on the 15 Secrets of Guerrilla Marketing!

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