All guerrillas know that marketing is a fancy word that means selling, and selling is a fancy word that means persuasion. If you can't persuade, you can't sell. If you can't sell, you can't market. Persuasion is a crucial talent if you have a business and a fondness for the things that money can buy.
Many people who think they can't succeed at marketing because they can't persuade seem to do a dandy job of persuading their spouses to be on time, their kids to do their homework, and their associates to accept the idea they've just put on the table. The moral: there are a lot of closet persuader out there.
Guerrillas rev up their powers of persuasion with two kinds of insight: insight into their prospects and customers combined with insight into their own product or service. Without those insights,...
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