Jay Conrad Levinson - Guerrilla Marketing (2007)

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In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits.

Jay Conrad Levinson
Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.

Jay Conrad Levinson
There are two kinds of marketing: expensive and inexpensive. Expensive marketing is the kind that doesn't work. Inexpensive marketing is the kind that works—regardless of cost.

Jay Conrad Levinson
More than half your marketing time should be devoted to your existing customers.

Jay Conrad Levinson
The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit.

Jay Conrad Levinson
Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales.

Jay Conrad Levinson
Guerrilla marketing aims its message at individuals or, if it must be a group, the smaller the group, the better.

Jay Conrad Levinson
When you view marketing from the vantage point of the guerrilla, you realize that it's your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It's about them. I hope you never forget that.

Jay Conrad Levinson
If you don't believe in your product, or if you're not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work.

Jay Conrad Levinson