December 16, 2011 in Book Reviews
Marketing combinations work. Be aware of all the weapons of marketing available to you, experiment with the ones that sound the best, then commit to the marketing combination that works best.
Other interesting ideas:
Definition of marketing: It’s the precious connection between you and whoever buys what you sell.
Your job as a guerrilla: Make every single moment of the experience satisfying, simple, and worthwhile for the customer.
Marketing is the truth made fascinating.
Marketing hardly ever works instantly. If you need instant results, go into farming.
Marketing is an opportunity to educate prospects and customers on how to succeed at achieving their goals.
Marketing is the art of getting people to change their minds.
Marketing is not show business. Think of marketing as sell business, as solve-a-problem business, as create-a-desire business, but don’t think for a moment that you’re around to entertain the throngs.
The marketing business is not the miracle business. It’s the patience business.
Branding helps people trust you.
The entire marketing process is made up of five broad strokes: 1. You must be able to listen. Pick a problem that you can solve. 2. Determine how much it will cost you to solve that problem. 3. Don’t overlook the costs and necessity of marketing your solution. 4. Service what you sell. 5. Earn profits
“Cathexis,” a word with Greek roots, relates to the degree of emotional attachment people feel to something. Cigarettes are a very high cathexis product.
Savvy guerrillas go not for the sale but for consent to market to individuals.
Think of advertising as the truth made fascinating.
It is far easier to sell a solution to a problem than to sell a positive benefit.
Make multiple sales with one effort. Instead of selling a single issue of a magazine, sell a subscription.
Overall evaluation: Unless you are just starting to learn about marketing (think Philip Kotler level) or own a mom and pop furniture store, this will be a very tedious read. More than a healthy amount of marketing cliches and unsupported boastful advice, coupled with a nagging feeling you’ve just been transported back to 1990′s (even mentioning this thing called “Facebook” doesn’t save the day), earns this book the title of the worst marketing book I’ve read/skimmed through in 2011. This is franchise milking at its worst, committed by purveyors of marketing advice. If you go ahead and read this anyway, be warned: you’ll hate the phrase “guerrilla marketing” forever.
More: You don’t want to read more