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Table of Contents

Title Page

Acknowledgements

People Are Saying

Preface

CHAPTER 1 - WHERE TO START

CHAPTER 2 - THE PERSONALITY OF A GUERRILLA MARKETER

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

CHAPTER 3 - GUERRILLA MARKETING YOURSELF

Describing Your Business to Your Prospects

Presenting Yourself

You Are Always On-Stage

Looking Good in Print

CHAPTER 4 - THE HIGH-POWERED WEAPON IN YOUR OFFICE

Sounding Good on the Phone

Voice Training

Script or Not to Script?

Planning Your Presentation

CHAPTER 5 - MARKETING FACE TO FACE

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

CHAPTER 6 - THE TOP TEN ATTRIBUTES OF A GUERRILLA MARKETER

Attribute 1: Name

Attribute 2: Branding

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

CHAPTER 7 - THE TOP TEN ATTITUDES OF A GUERRILLA MARKETER

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

CHAPTER 8 - GUERRILLA MARKETING DEFINED

What Is Guerrilla Marketing?

Three Different Directions at Once

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

CHAPTER 9 - THE RESEARCH YOU MUST DO

The Knowledge You Need

What Are People Really Buying?

Why People Buy

Successful Marketing

Market Domination

How to Research Your Competitors

CHAPTER 10 - WRITING A BENEFITS LIST

The Benefits List Meeting

Your Competitive Advantage

The Benefits of Your Product or Service

CHAPTER 11 - DEVELOPING A MEME

How Memes Compare with Beliefs

Nonmarketing Memes

A Radar for Memes

Off-the-Mark Memes

The Hallmark of Guerrilla Creativity

CHAPTER 12 - SELECTING YOUR GUERRILLA MARKETING WEAPONS

The Info-Media

CHAPTER 13 - CREATING A SEVEN-SENTENCE GUERRILLA MARKETING PLAN

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 ...

CHAPTER 14 - PLANNING A GUERRILLA MARKETING CALENDAR

CHAPTER 15 - ESTABLISHING A WEB SITE

The Similarities of Web Marketing and Print Marketing

Web Marketing versus Print Marketing Making the Most of Their Differences

Incentives and Visitor Registration

Registering Incentives The Most Important Part of Your Web Site

Types of Incentives

Alleviating Web Page Design Frustrations

Be More Observant

Automating Your Web Site

Effective E-Mail

Profiting from Your E-Mail List

CHAPTER 16 - FUSION MARKETING

Finding a Fusion Partner

Becoming a Resource

What Do You Bring to a Fusion Partnership?

CHAPTER 17 - LAUNCHING YOUR ATTACK

CHAPTER 18 - MAINTAINING YOUR CAMPAIGN

The 17 Secrets of Guerrilla Marketing That Help You Maintain Your Attack

CHAPTER 19 - KEEPING TRACK

CHAPTER 20 - IMPROVING YOUR MARKETING

CHAPTER 21 - PUTTING IT ALL TOGETHER

What Is a Guerrilla Entrepreneur?

Business in the New Millennium

The Pitfalls of Being an Entrepreneur

Just Being a Guerrilla Gives You an Edge

CHAPTER 22 - SUCCEEDING WITH A GUERRILLA MARKETING ATTACK

The Ten-Step Attack Plan

The Guerrilla Entrepreneur’s Life Is a Love Story, for Love Illuminates the Way ...

Dedication

GLOSSARY OF COMMON MARKETING TERMS

INDEX

BE PART OF THE INNER CIRCLE BY JOINING THE GUERRILLA MARKETING ASSOCIATION

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Copyright Page