During difficult economic times when business is down, the overwhelming temptation is to trim everything often by a set percentage across the board. This is a natural, yet misguided impulse. When a business owner or manager tells me, “We have no choice but to trim our marketing budget,” I ask what he or she considers [...]

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It looks impossible – but is really quite simple. You just have to keep following up!

It’s hard to believe this minor twist in your marketing can multiply profits – but it does. I’ve got the numbers to prove it. From one campaign that netted $2,521 in profit, there were 4 emails sent to the same opt-in list of 6,188 subscribers.

Email #1 brought in 43.2% of all orders… but email #2 got 26.7% of them, email #3, 18.1% and email #4 another 11.9%. Almost 60% of orders came from the follow up emails!

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For the small business owner or manager, there are few resources or principles as valuable as those of Guerrilla Marketing. It is foundational marketing . . . especially for the small business!

The ideas to which Jay Conrad Levinson introduced us all in the 1980s are even more pertinent today. Marketing is now more sophisticated demanding closer attention to the craft and a more skillful deployment with less margin for error. Certainly the principles have undergone some modifications due to technological advances, but their wisdom and utility remain unscathed.

Small businesses are better suited to the Guerrilla Marketing methods since they are more agile, have closer contact with their customers, and lack the inertia of “committees” and “Marketing Departments.”

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How will you know what works?

You must test everything! Really successful marketers live and die by their test results. There has really only been one very successful type of marketing–scientific marketing.

Unfortunately, some people in their marketing simply stumble around until they acheive some success. Then they pat themselves on their backs and pronounce themselves “good marketers.” My response is, “Good compared to what?” to which they too often reply, “Good, compared to what I used to be.” What you “used to be?” Indeed!

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