Оглавление
Jay Levinson Conrad. Startup Guide to Guerrilla Marketing
Trait 1: Patience
Trait 2: Imagination
Trait 3: Sensitivity
Trait 4: Ego Strength
Trait 5: Aggressiveness
Trait 6: Embracing Change
Trait 7: Generosity
Trait 8: High Energy
Trait 9: Constant Learning
Trait 10: Love of People
Trait 11: The Ability to Maintain Focus
Trait 12: Taking Action
Describing Your Business to Your Prospects
Step 1
Step 2
Presenting Yourself
Time-Lapse Presentations
Real-Time Communications
You Are Always On-Stage
Intention
How People Judge You
Looking Good in Print
Sounding Good on the Phone
Voice Training
Analyze Yourself
Script or Not to Script?
Working with a Script
Role Playing
Planning Your Presentation
Getting Them to Look You in the Eye and Buy
Contact
Your Presentation
Close
What’s a Customer Worth?
Relationships for Guerrilla Marketers No Person—and No Business—Is an Island
Attribute 1: Name
Attribute 2: Branding
Why Branding Is Important
Attribute 3: Positioning
Attribute 4: Quality
Attribute 5: Location
Attribute 6: Opportunities to Upgrade
Attribute 7: Referral Program
Attribute 8: Credibility
Attribute 9: Testimonials
Attribute 10: Reputation
Attitude 1: Passion
Attitude 2: Generosity
Attitude 3: Speed
Attitude 4: Sincere Caring
Attitude 5: Honest Friendliness
Attitude 6: Neatness
Attitude 7: Telephone Demeanor
Attitude 8: Value
Attitude 9: Easy to Do Business With
Attitude 10: Flexibility
What Is Guerrilla Marketing?
Your Main Marketing Investment
How Guerrillas Measure
Don’t Change Behavior, Benefit By It
Focus on Excellence
Growing, Guerrilla Style
Three Different Directions at Once
The Follow-Up Follies
Natural Bonding
Me versus You
Coming Up with a Combination
Relationships Over Sales
Cuddle Up with Technology
The Power of One
The Intentional Guerrilla
All You Want Is a Little Yes
Mono . . . Meet Dia
Speak Softly but Carry 200 Big Sticks
The Knowledge You Need
What Are People Really Buying?
Why People Buy
Successful Marketing
Market Domination
How to Research Your Competitors
The Benefits List Meeting
Your Competitive Advantage
The Benefits of Your Product or Service
How Memes Compare with Beliefs
Nonmarketing Memes
A Radar for Memes
Off-the-Mark Memes
The Hallmark of Guerrilla Creativity
The Info-Media
The Human Media
The Non-Media
Company Attributes
Company Attitudes
The First Sentence Tells the Purpose of Your Marketing
The Second Sentence States the Competitive Advantage You’ll Emphasize
The Third Sentence Tells Your Target Audience
The Fourth Sentence Lists the Marketing Weapons You’ll Be Using
The Fifth Sentence Tells Your Niche in the Marketplace
The Sixth Sentence Tells Your Identity
The Seventh Sentence States Your Marketing Budget, Expressed as a Percentage of Your Projected Gross Sales
The Similarities of Web Marketing and Print Marketing
Planning
Theme
Branding
First Impressions
Color
White Space
Accessibility
Simplicity
Self-Interest
Call to Action
Web Marketing versus Print Marketing Making the Most of Their Differences
Timing Is Everything
Idea
Navigation and Structure Are Crucial
Telegraphic Messages
Layout
Number of Pages
Color
Structured versus Unstructured
Dynamic versus Static
Incentives and Visitor Registration
A Matter of Control
Successful Incentives
Content
Educational Content
Delivery
Simplicity
Avoid Future Spam
Privacy
Registering Incentives The Most Important Part of Your Web Site
Types of Incentives
Incentive Marketing in Tough Times
Alleviating Web Page Design Frustrations
Be More Observant
Automating Your Web Site
Effective E-Mail
Profiting from Your E-Mail List
Finding a Fusion Partner
Becoming a Resource
25 Ways to Become a Resource
What Do You Bring to a Fusion Partnership?
The 17 Secrets of Guerrilla Marketing That Help You Maintain Your Attack
What Is a Guerrilla Entrepreneur?
Business in the New Millennium
The Pitfalls of Being an Entrepreneur
Pitfall 1: The Time Trap
Pitfall 2: The Large Lure
Pitfall 3: The Money Morass
Pitfall 4: The Burnout Barrier
Pitfall 5: The Humanity Hindrance
Pitfall 6: The Focus Foil
Pitfall 7: The Perfection Pit
Pitfall 8: The Selling Snare
Pitfall 9: The Leisure Lure
Pitfall 10: The Retirement Ruse
Just Being a Guerrilla Gives You an Edge
The Ten-Step Attack Plan
Step 1: All about Research
Step 2: All about the Benefits You Offer
Step 3: All about the Weapons You’ll Use
Step 4: All about Planning
Step 5: All about Your Marketing Calendar
Step 6: All about Teamwork
Step 7: All about Moving Slowly
Step 8: All about Maintaining the Attack
Step 9: All about Keeping Track
Step 10: All about Improving
The Guerrilla Entrepreneur’s Life Is a Love Story, for Love Illuminates the Way of the Guerrilla
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