Jay Conrad Levinson - The Guerrilla Marketing Handbook (1994)

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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

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

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