Because we're smack dab in the middle of The Information Age and because time is so darned important, guerrillas do not waste the time of the prospects and customers with gimmicks and pizzazz. Instead, they reward that time with beneficial information and solid content. The substance of their marketing is so lush, yet concise, that substance is their style.

Is your current marketing distinctive because of its style or substance? The ideal answer is both. With its style, it conveys your identity and captures the attention of your targeted audience. With its substance, it makes essential points and motivates that audience.

Well-informed marketers see to it that both their style and substance are obvious but that their product or service always has the starring role in their marketing.

We've all had the experience of viewing a TV spot or reading an ad and wondering what the heck they were talking about, so you know what I'm getting at....

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