Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 18

The people we have met who are running successful and profitable marketing programs know that all people are fascinating, all people are interesting, and all people—you have to dig a bit to find this one—have a lovable side. “The softer side of Sears” is how that company termed it. The idea here is that all people have a softer side.

Guerrillas look for and discover that softer side, that fascinating side, that lovable side. This interest in people is apparent in their marketing, in their marketing people, and in their treatment of clients. Guerrillas have learned that every person has a story. By being superb listeners—a key characteristic of guerrillas—they learn those stories and adjust their marketing to fit the deeper and inner core of those stories. They are also able to adjust their own stories so that they are equally fascinating, equally lovable—or at least likeable.

Guerrillas have learned that every person has a story, and adjust their marketing to fit the deeper and inner core of those stories.

Guerrillas know that every person is unique, each one someone’s son or daughter, father or mother, brother or sister. They honor those uniquenesses by not treating every person alike. Their honest interest in people makes them masterful communicators. And that masterful communication makes the guerrillas themselves enjoyable to hear, to listen to, to learn from.

People who are not interested in other people are often not interesting themselves for they tend to talk about themselves. And that’s rarely someone else’s main field of interest. People‘s prime field of interest is their own self. And they tend to listen to people who will talk about them, talk to them, care about them.

Show us a self-centered person and we’ll show you someone who is not a true guerrilla marketer. Of course, everyone is not a guerrilla marketer. But all the people who run winning marketing programs certainly are.