Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 29

Guerrillas control the messages that they send—it’s all about intention! Non-guerrillas send unintentional messages, even if those messages sabotage their overall goals in life. They want to close a sale for a consulting contract, but their inability to make eye contact or the mumbled message they leave on an answering machine turns off the prospect.

There are really two people within you—your accidental self and your intentional self.

Guerrillas send no unintentional messages. Unintentional messages erect an insurmountable barrier. Your job: Be sure there is no barrier. There are really two people within you—your accidental self and your intentional self. Most people are able to conduct about 95 percent of their lives by intent. But that’s not enough. It’s the other 5 percent that can get you in trouble—or in clover. We’re not talking phoniness here. The idea is for you to be who you are and not who you aren’t—to be aware of what you’re doing, aware of whether or not your actions communicate ideas that will help you get what you deserve.

Take a personal inventory. How do you send messages and market yourself right now?

• Your appearance

• You also market with your eye contact

• Body language

• Your habits

• Your speech patterns

• Your letters, e-mail, web site, notes, faxes, brochures, and other printed material

• Your attitude

• Your ethics

You must be sure the messages of your marketing don’t fight your dreams.