Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
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NATIONAL BESTSELLER The book that started the guerilla marketing revolution, expanded and completely updated for the twenty-first century. Jay Levinson's Guerrilla Marketing revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid and effective low-cost marketing ideas, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of unconventional marketing weaponry for small-business success including strategies for marketing on the internet (explaining when and precisely how to use it); tips for using new technology, such as podcasting and automated marketing; programs for targeting prospects and cultivating repeat and referral business, and management lessons in the age of telecommuting and freelance employees. Guerrilla Marketing is the entrepreneur’s marketing bible for small business marketing—and the book every small-business owner should have on his or her shelf.This fourth edition provides a complete arsenal for today’s entrepreneur:A Winning Marketing Plan: Learn how to build a powerful, focused strategy from the ground up, moving beyond guesswork to achieve your goals.200 Marketing Weapons: Discover an arsenal of high-impact, low-cost tactics―from traditional media to the latest in podcasting and automated marketing.Internet Marketing Strategies: Master when and how to leverage the power of the internet to find new clients and drive profits in the digital age.Customer Follow-Up Mastery: Implement proven programs for cultivating the repeat and referral business that forms the bedrock of long-term success. Read more
Publisher : Houghton Mifflin
Publication date : May 22, 2007
Edition : 4th ed.
Language : English
Print length : 384 pages
ISBN-10 : 0618785914
ISBN-13 : 19
Item Weight : 2.31 pounds
Dimensions : 6 x 0.88 x 9 inches
Best Sellers Rank: #95,007 in Books (See Top 100 in Books) #41 in Market Research Business (Books) #62 in Marketing & Consumer Behavior #71 in Advertising (Books)
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Top Amazon Reviews
Format: Paperback
Whether you are in business for yourself, work at a small company, or work in a large company, in sales or marketing everyone should read this book. Not only does Jay Levinson teach you about marketing in general, he teaches you what you should be doing step by step to grow your business. I have always looked on marketing as voodoo but after reading this book I have come to realize that was due to dealing with people that did not know how to market. Every piece of marketing should be tested, measured, and repeated if successful. The problem I have seen with most marketing plans is that there is not a proper formula that is followed. Jay gives you a plan to follow and one that works. The book starts you off talking about the basics of any marketing campaign. Making sure you have the right targets based on your current customer profile, what is your measure for success, what are you wanting your prospect to do. After these basics are laid out then it is time to talk tactics. What types of marketing are good for your business. Is it your business event driven, television, radio, Internet, magazine, or a combo of differing types. Along the way Jay has tons of examples of how to use these mediums of influence successfully, and how to save money when you use them. Jay also talks about what your marketing materials should look like. From your business cards, to your brochures Jay gives you great tips on what you should be trying to accomplish with each marketing tool. Jay also delves into what each of these things says about you to a customer. Overall this book is great and should be read by anyone that works in a company or owns a business (Did I leave anyone out?). I loved the simple approaches and many examples of how to market yourself and your business. Jay also gives you a list of other books, articles, and websites, that he finds useful.
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Reviewed in the United States on September 4, 2011 by KDubbya2
Format: Paperback
This book is outstanding. I have yet to finish reading the whole thing, but will soon. After each chapter it fills you with such inspiration for your business you will have to put it down and start acting on the secrets you KNOW your competition is overlooking. As a small tackle shop that carries fishing flies and supplies, not many - if ANY - of my competitors are doing any of the secrets locked within these pages, so it has really opened up a whole world of possibilities for what I do. This book will do more for ANY business, or business who wants its employees to further the image, word, branding, marketing and every aspect of the business. Before I bought this book I always thought to grow, you needed to spend big bucks on marketing and advertising.... what was I thinking? Written to be inspiring, it WILL call you to action with real world applications they won't teach you in business school, because some of the most effective things have little or no cost! GET THIS BOOK if you want your business to flourish or if you have a business, or just a hobby you would like to see some return from. If you just want it to sink into the ground... well then, I guess you won't need it. We were wasting so much money before, just missing the point or not understanding how people work, and marketing vs advertising. The author is a real world pro at big and small business, where has this book been all my life? Practicing what he preaches this author has made some struggling companies turn into daily household words... and even cultural icons - Like The Marlboro man, Proctor and Gamble, and a multitude of others. Learn from those who can show you some of their successes, don't waste time on authors with nothing under their belts to show for their theories. BUY THIS BOOK FIRST.
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Reviewed in the United States on April 14, 2008 by Lloyd Metcalf
Format: Paperback
Below are key excerpts from the book that I found particularly insightful: 1- "Marketing is every hit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money." 2- "Marketing is the art of getting people to change their minds or to maintain their mindsets if they re already inclined to do business with you. People must either switch brands or purchase a type of product or service that has never existed before." 3- "Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination. Today, they are different from traditional marketers in twenty ways. I used to compare guerrilla marketing with textbook marketing, but now that this book is a textbook in so many universities, I must compare it with traditional marketing." 4- "The Sixteen Monumental Secrets of Guerrilla Marketing: 1. You must have commitment to your marketing program. 2. Think of that program as an investment. 3. See to it that your program is consistent. 4. Make your prospects confident in your firm. 5. You must be patient in order to keep a commitment. 6. You must see that marketing is an assortment of weapons. 7. You must know that profits come subsequent to the sale. 8. You must aim to run your firm in a way that makes it convenient for your customers. 9. Put an element oi amazement in your marketing. 10. Use measurement to judge the effectiveness of your weapons. 10. Use measurement to judge the effectiveness of your weapons. 11. Prove your involvement with customers and prospects by your regular follow-up with them. 12. Learn to become dependent on other businesses and they on you. 13. You must be skilled with the armament of guerrillas, which means technology. 14. Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale 15. Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle. 16. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels." 5- "Creativity comes from knowledge. You must have knowledge of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time. With this knowledge, you'll have what it takes to develop a creative marketing program, and you'll produce creative marketing materials." 6- "Market primarily to customers, not to prospects. It costs one-sixth as much to sell something to a customer than to a prospect. Some experts now peg that fraction as one-tenth. Direct your marketing funds toward follow-up, surpassing customer expectations, gaining repeat business, earning referral business, and enlarging the size of your transactions. Your growth will pay off in profits even more impressive than the money you'll save by the inward, rather than outward, thrust in your marketing." 7- "Marketing is part science and part art — and the art part is very subjective. The artistic end of marketing is not limited to words and pictures; it involves timing and media selection and ad size." 8- "Unless you really keep track of all your media responses, you are not a guerrilla. If you run your ads and keep selecting media on blind faith, you are closer to a lemming. You've got to make your marketing as scientific as possible. This is one of those rare instances in which you can measure the effectiveness of your media scientifically. Avail yourself of it." 9- "As you know, guerrillas give things away. Giving and receiving are two sides of the same coin. The coin is called business. Guerrillas have learned. though they may have always suspected it in their bones, that the more they give, the more they receive. They are extremely imaginative about what they can give, shifting their generosity into high gear and seeing the world through the eyes of their customers. That's where to start when determining what to give away." 10- "You can delegate the marketing tasks, delegate the marketing details, and delegate the marketing assignments. But you can't delegate the passion or the vision. Those have to come from you." 11- "No matter what you think you do for a living, you're really in four businesses at once. The first is the business you think you're in — the one mentioned on your business card. The second is the marketing business. Whatever you offer must be marketed...The third business you're in is the service business. Customers must be served and helped from the moment you meet them...The fourth business you're in is the people business. Your products are made by people, marketed by people, sold by people, and offered to people. There's a close correlation between your interest in people and your ability to convince and motivate them." 12- "Whatever you think or thought service was, let me give you a new definition — a definition for guerrillas, a definition for a time when small businesses d all the help they can get and every possible competitive advantage. Service is anything the customer wants it to be. Service is not what it says in your service manual, not what you've rendered in the past, and not what customers dread it will be. Instead, it's what they pray it will be. If you can ive up to this definition of service, you'll be practicing one of the most powerful marketing tactics in history — and also one of the very newest."
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Reviewed in the United States on November 30, 2013 by O. Halabieh
Format: Kindle
This book is a great tool for anyone who is interested in the sphere of marketing - or business in general. It is full of insightful information, and Mr. Levinson uses every opportunity he can to encourage us and make us try harder. If I could recommend this book to anyone, it would be to any individual running a business or being a part of it, regardless of his/her position. The book is covering concepts ranging from adjusting our mindsets so this approach of marketing could actually work to how we should promote our businesses in forms of marketing material and making presentations. Anyway, great book! Definitely worth your time and money! (Mr. Levinson also makes a good point regarding the statement most of use - "Time is money.")
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Reviewed in the United States on July 1, 2014 by Harun Omic
Format: Paperback
This book was recommended by a teacher after he charged me for the training that I got from him to further my business. Can’t say if it’s good or bad because I only read two chapters of it
Reviewed in the United States on March 12, 2026 by Sylvia D. Stevenson
Format: Paperback
Good advice but the book is extremely outdated. Some of the advice is great in this, and some is laughably outdated. Here are some highlights. Car phones are becoming popular One day soon the Hispanic population in the US will be 10% - It's now about 16% Endless pages about the usefulness of the Yellow Pages Endless pages about the usefulness print media Online marketing is downplayed The book needs a major revision. The world has changed greatly since anyone looked up a company in the yellow pages, people scanned tiny classified ads in newspapers, and car phones don't even exist anymore. A lot of the advice in this book is not really geared to small businesses or freelancers. I run a small service based business and I could never afford radio or television ads. I do use direct mail, and a lot of his suggestions are good. He did needlessly union bash and I wasn't sure why as most small businesses make low budget local commercials that wouldn't normally use union actors. The book is useful, but you can skip over the chapters that aren't relevant to what you need. It seems like he's stuck in the 1980s.
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Reviewed in the United States on August 20, 2014 by JOSL BKLYN
Format: Paperback
Way back in the day, when I was about 23 years old, fresh out of college, and on the cusp of opening up my own business, I went to Barnes & Noble, browsed the stacks, and found a copy of a book called "Guerrilla Marketing". I decided to pick it up. I'm glad I did; It changed my life. Thanks to Jay Conrad Levinson's brilliant book, "Guerrilla Marketing" (and of course, a whole lot of hard work), I was able to take my idea, and turn it into a viable business. How well does the Guerrilla Marketing method work? Well, 6 years later, I am 29 years old, my coaching/management firm has clients across the country, in Canada, and even overseas, and I have even become a published author in my own right. Beyond that, I even ended up publishing a few books of my own. Oh, and would you believe it... using Jay's very own principles, I convinced Jay himself to write a book with ME! (Guerrilla Networking, 2008, Morgan James Publishing.) If you run a small business, if you run a private practice, if you are anyone who hopes to become more successful (and yes, that includes my niche markets of the arts, acting, directing, producing, etc), then don't hesitate, and buy this book today. This book is and always will be 'the original' and 'the standard'. Now, with this fourth edition, it is also the most relevant. Meet you at the top! -Monroe Mann Founder, Unstoppable Artists, LLC CEO, Loco Dawn Films, LLC Lead Singer of the 7-piece ROMP band, 'Running for Famous' New York City
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Reviewed in the United States on July 17, 2007 by Monroe Mann
Format: Paperback
Lots of good stuff in here.
Reviewed in the United States on March 22, 2026 by David Khachadoorian