Category Archives: Book Review

Topic # 26 Guerrilla Marketing During Touch Times Book Review

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

Monday, January 24, 2011

7:59 PM

http://www.amazon.com/Guerrilla-Marketing-During-Tough-Times/dp/1933596104

Product Details

• Paperback: 148 pages
• Publisher: Morgan James Publishing (November 15, 2005)
• Language: English
• ISBN-10: 1933596104
• ISBN-13: 978-1933596105
• Product Dimensions: 9 x 6.1 x 0.4 inches
• Shipping Weight: 8.5 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
• Amazon Bestsellers Rank: #1,698,606 in Books (See Top 100 in Books)

Pasted from <http://www.amazon.com/Guerrilla-Marketing-During-Tough-Times/dp/1933596104>

Jay Conrad Levinson published this book In 2006. To think that back in 2006, he would know more “marketing in touch times” that would become a benefit for 2011 is amazing.

Facts:

• His books are written in 41 languages
• He taught four 10 years at the University of California in Berkeley.

Writes online columns for:

1. www.Onvia.com
2. www.FreeAgent.com
3. www.MarketMakers.com
4. www.InfoUsa.com
5. www.Guru.com

Here is what I gathered in my notes as I read and highlighted important parts of his book:

1. Seek profits from current customers. (sell to existing clients).
2. Follow up with each client once you have them.
3. If someone knows you they will open your mail sent to them or their “snail” mail vs. if they do not know you.
4. Follow up- by phone calls, emails, mailings
5. Think of “Additional Services” you can offer your current clients.
6. Clients want VALUE! Give them a “Money Back Guarantee.”
   1. If you give a 1 month guarantee you will probably get clients who want a “refund.”
   2. If you give a 6 month guarantee you will get a “less returns” because there is no rush.
   3. If you give a 1 Year guarantee you get almost “0″ returns.
   4. LIFETIME GURANETEE is the #1 best because
      1. No pressure
      2. No stress for free return
      3. Client feels better
      4. Clients will TRUST you

• The way you answer your phone and how fast will gain credibility. Most people or clients do not want to be put on “HOLD.” I don’t know about you but I am sick of the “Press 1 for this Press 2 for that.”

The author talks about “SETH GODIN” and he is a mighty powerful man!

Seth suggests that you treat your clients with Royalty. Acknowledge that you appreciate “their’ business by treating each client “special.” If you are speaking to your client, zone into the client and if the room is busy and loud, make sure you are so focused on your current client that that client knows you care.

KEY: Most businesses LOSE clients by “ignoring them.”

www.sethgodin.com

There is so much more in the book that I highly recommend it. I get all of my books through www.abebooks.com