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CHAPTER 3

GUERRILLA MARKETING YOURSELF

Guerrilla marketers know that success involves not only choosing the right guerrilla marketing weapons, but also using them as effectively as possible. Appearance plays a major role in the effectiveness of your guerrilla marketing program. You must always be “on,” projecting yourself in as favorable a way as possible.

Graphic design plays a major role in determining the identity you project in your marketing materials. From the appearance of your ads, brochures, business cards, newsletters, presentation visuals, and web site, prospects will make instant decisions about your credibility and ability to satisfy their needs. Accordingly, it’s vital that you become aware of some of the subtle influences that can promote or hinder the identity you project to clients and prospects. After analyzing your current marketing materials, you may want to redo some of them in order to project a fine-tuned and positive identity.

Appearance plays a major role in the effectiveness of your guerrilla marketing program.

This chapter also focuses on the identity you project to clients and prospects who meet you face-to-face.

Are you best described as neat and clean or casual? Is it possible to figure out what you had for breakfast yesterday from your shirt? Do you need a haircut? Appearance plays a major role in determining the identity you project in print, in person, and online.