Tip for June 1, 2005

Free Radio Time? Guerrilla Jack Livingston wanted to run a year long radio campaign for a car dealership but he only had enough in the budget for 30 days. Trading a car for that missing ad budget was only part of the solution. Jack made sure that every one of the DJ's got to check out the car and drove the car to every station event and promotion. And later, when the station finally gave the car away in a contest, Jack got attention from local TV and newspapers for the contest and the lucky winner. It all helped to make them the top selling area for the car company.

Tip for June 2, 2005

Roses are red, not profits. Profits are blue. A recent study showed that shoppers spent about 50% more on TVs placed in front of blue displays. With a red display, twice as many purchases were postponed.

Tip for June 3, 2005

Free software is a natural If there's one thing you can be sure about when you're marketing online, it's that your audience uses computers and software. That's why free software is a natural giveaway item for the Net. The keys to inexpensive software are shareware and freeware. These are usually developed by individuals and distributed for free in online libraries or via user groups. Freeware can be used for free: shareware authors ask users to send in a small registration fee if they find the program useful. Either way, you can research interesting programs and then contact the author about customizing it to display your company name. You can distribute software like this right over on the Net if you have a Web site, and FTP site, or another storefront, but you'll get more customer contact if you distribute it on a floppy disk. Among the types of software you might give way are screen savers, games and utilities.

Tip for June 4, 2005

Free Radio Time? Guerrilla Jack Livingston wanted to run a year long radio campaign for a car dealership but he only had enough in the budget for 30 days. Trading a car for that missing ad budget was only part of the solution. Jack made sure that every one of the DJ's got to check out the car and drove the car to every station event and promotion. And later, when the station finally gave the car away in a contest, Jack got attention from local TV and newspapers for the contest and the lucky winner. It all helped to make them the top selling area for the car company.

Tip for June 5, 2005

Telemarketing tip: Only 3% of people called sit through a computerized telemarketing call, 33% sit through a call from a live human being. Some 4% of people reached by telemarketing actually place an order. Figure the cost/return feasibility before starting a telemarketing campaign.

Tip for June 6, 2005

Contests Contests automatically generate excitement about your company because everyone likes to be a winner. A well-designed contest will increase traffic to your online business, improve off-line and online visibility, increase sales, and leave your customers feeling good, whether they win or not. Here are some tips for holding an effective contest: 1) Offer something worth winning: a significant and valuable prize won't cost you that much if its related to your business. 2) Select the audience by selecting the prize: By choosing a gift that relates directly to your business, you'll attract only potential customers. 3) Offer consolation prizes: Just knowing there are other prizes makes people more likely to enter. You may want to offer an inexpensive to all entrants. 4) Think globally: Make sure that your prize can be delivered anywhere. 5) Know the rules: Make sure there are no legal restrictions on awarding your prize to whoever might win it.

Tip for June 7, 2005

Everyone wants to be respected, but in selling, your status is clearly lower than your prospects'. You come to them, and they have the right to reject you, to make demands, or to insist that you defer to their schedules. Take note.

Tip for June 8, 2005

Telemarketing tip: Only 3% of people called sit through a computerized telemarketing call, 33% sit through a call from a live human being. Some 4% of people reached by telemarketing actually place an order. Figure the cost/return feasibility before starting a telemarketing campaign.

Tip for June 9, 2005

Contests automatically generate excitement about your company because everyone likes to be a winner. A well-designed contest will increase traffic to your online business, improve off-line and online visibility, increase sales, and leave your customers feeling good, whether they win or not. Here are some tips for holding an effective contest: 1) Offer something worth winning: a significant and valuable prize won't cost you that much if its related to your business. 2) Select the audience by selecting the prize: By choosing a gift that relates directly to your business, you'll attract only potential customers. 3) Offer consolation prizes: Just knowing there are other prizes makes people more likely to enter. You may want to offer an inexpensive to all entrants. 4) Think globally: Make sure that your prize can be delivered anywhere. 5) Know the rules: Make sure there are no legal restrictions on awarding your prize to whoever might win it.

Tip for June 10, 2005

Everyone wants to be respected, but in selling, your status is clearly lower than your prospects'. You come to them, and they have the right to reject you, to make demands, or to insist that you defer to their schedules. Take note.

Tip for June 11, 2005

How to boost sales during the off-season? People will always spend money to solve a problem before spending to improve something that is already OK. Guerrilla florist Hugh Atkinson knows that this true in every area of life and not just business-to-business marketing. After all of the social expressions of the year-end holidays, flower sales can drop off until Valentines day. His solution is a small road sign that simply asks, "How mad is she?" He's never had a busier January thanks to the sign.

Tip for June 12, 2005

Can you read Portuguese? Business is rapidly becoming international. Are you stumped when you receive a communication another language? if so, check the Yellow Pages under translators and interpreters. Some are local; some are nationwide. Prices vary considerably, so get several quotes.

Tip for June 13, 2005

A word about referrals Guerrillas know that it's much easier to develop repeat sales to satisfied customers than it is to find new customers. Satisfied customers are your best salespeople, because they spread the word about your quality, value, and service to their friends. Keep in mind that a bad referral is as damaging as a good referral is helpful. In the off-line world, one person's bad experience with a business is conveyed personally to an average of 22 people. In the online world its much worse, because your disgruntled customers can broadcast their dissatisfaction at discussion groups frequented by hundreds or thousand of people.

Tip for June 14, 2005

Why businesses advertise with newsletters? Among the reasons areincreased sales from current customers, maintaining contact with current customers, adding value to your services, locking down your niche, educating prospects, establishing expertise, saving selling time, spurring word-of-mouth referrals, networking through news, and staying in contact with the press. Two more guerrilla reasons: it's easier and it's more inexpensive than ever before.

Tip for June 15, 2005

Place a server log on the fire If you use a mailbot or host a storefront on the web, your service provider's computer automatically keeps a log of all your visitors or information requesters. The log for a Web site shows only the domain or network name from which each visitor hails; while a mailbot log shows the e-mail address of each visitor. The server log can help you light a fire under your company. By knowing who visits your site, you can adjust or enhance your marketing attack accordingly. You might run a series of classified ads that direct people to your site or mailbot. Run the ads in different weeks on each of the major online services and check your server log to see whether there us a corresponding increase in activity from each service's domain during the week your ads ran.

Tip for June 16, 2005

Selling performance is immediate and measurable. You can't afford the luxury of acting in ways that make you comfortable at the customer's expense. Make them comfortable.

Tip for June 17, 2005

Business cards that really sell: Guerrillas know how to create really effective business cards. The best are mini-brochures that open up and list benefits and features. Print your photo on the card and opt for full color. Print cards to fit in a rolodex. List all of the ways to reach you; office phone, car or cell phone, voice mail, pager, fax number and e-mail address.

Tip for June 18, 2005

Maintain objectivity by putting yourself in the customer's place The best marketers are those who are best able to put themselves right inside the customer's mind. Here are four ways to do that. 1) Pretend you're the customer: buy things online yourself. Visit your own storefront and try to be objective about what you see there and how it might be improved. Send in an order and see how it's processed. 2) Listen to your customers: Talk to customers whenever possible, either on the phone or via e-mail. Send out questionnaires and offer a small gift for returning them. 3) Listen to your staff: Talk regularly with your employees about their experiences with your procedures and policies and with customers they serve. Some of your best customers will often tell an employee something they wouldn't tell you. 4) Travel: Travel to other cities or countries and talk with people there. Listen to what they're telling you. You may discover a new market in another city or recognize an unfulfilled need that's common throughout the world.

Tip for June 19, 2005

Guerrillas must have the initiative to be self-starters, to set goals, and to manager their own time. They are comfortable approaching strangers, secure in their self-esteem, and anxious to share the benefits to the prospect. If you're not this way: pretend. In 30 days, it will be you.

Tip for June 20, 2005

Qualities men admire most in other men: dependability (88%), honesty (88%), willingness to help (86%), humor (81%), authenticity (79%), is a regular guy (69%), balances work and home (65%), intelligence (65%), is left-handed (99%). (No no! I'm only kidding. I just put that last one in to see if you were paying attention.)

Tip for June 21, 2005

Guerrillas demonstrate honesty in all their dealings, giving customers the facts, resisting the temptation to exaggerate benefits or to fabricate small details. Don't lie; it never works.

Tip for June 22, 2005

Are You Working Harder than You Should, Part 1? Thirty-two years ago, Jay Conrad Levinson worked his last five day week. He decided that life was too grand to spent more time working than enjoying. As the author of the world's Number One best-selling marketing book series, and an in-demand consultant and speaker, he obviously succeeded. In order to help others work better instead of longer, I asked Jay for some of his secrets. Reason Number One: Time Management. Jay wrote all of his tasks into his calendar to be completed on Monday, Tuesday, and Wednesday. He worked longer hours on those days in order to accomplish his goals. Work he would normally write in on Thursdays or Fridays he pushed forward to the next Mondays and Tuesdays. How can you adapt this idea in order to achieve more balance in your life?

Tip for June 23, 2005

Are You Working Harder than You Should, Part 2? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number Two: Commitment. Jay treated each entry into his calendar as a promise he was making to himself. Guerrilla Marketing is based on intentionality and commitment. Jay forced himself to work effectively Monday through Wednesday because he wanted to enjoy the remaining four days of the week to their ultimate.

Tip for June 24, 2005

Are You Working Harder than You Should, Part 3? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 3: Determination. By reversing the ratio of work to leisure characteristic of most people at the time, Jay worked extra hard at establishing his reputation by writing -- writing anything -- because he was so determined. Whether for client, publication, or promotion, Jay was determined to live each day to the fullest. And that meant succeeding where others often failed.

Tip for June 25, 2005

Are You Working Harder than You Should, Part 4? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 4: Obvious Rewards. Pleasure plays a major role in motivating succeed. Jay was so dazzled by Northern California that it seemed sinful to stay inside. As a result, he maximized his productivity Mondays through Wednesdays and maximized his enjoyment of his new environment Thursdays through Sundays.

Tip for June 26, 2005

Are You Working Harder than You Should, Part 6? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 6: Freedom from politics. On his own, Jay was able to accomplish more than teams of creative professionals at advertising agencies because he didn't have to deal with timewasters like memos and meetings. He could focus right on the creative tasks--and choose only those creative assignments he knew he could either complete on his own or complete in partnership with other creative professionals brought together for the task. Undoubtedly, Jay had to be selective about the clients he choose, avoiding those who were more interested in fancy offices and long lunches than superior execution of their tasks. Are you attracting focused clients or timewasters?

Tip for June 27, 2005

Are You Working Harder than You Should, Part 5? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 5: Efficiency. Jay was a very fast typist, which allowed him to multiply his output far beyond others. In today's world, it's just as important to be a fast typist, but it's even more important to use today's technology--web sites audio, e-mail, autoresponders, teleconferences--to multiply your productivity to gain an edge over your competition. Are you taking full advantage of available technology?

Tip for June 28, 2005

Are You Working Harder than You Should, Part 7? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 7: Freedom from politics. Working on your own both eliminates and creates a competitive atmosphere. On your own, you are your own competition; you succeed or fail on the basis of your own abilities, and ability to compete with others providing a similar service. The above is healthy competition. As a sole practitioner, you are freed from the necessity of dealing with unhealthy, "intramural," competition of jealous coworkers who are willing to sabotage your efforts in order to advance their own agendas. Are you using this freedom from petty politics to free your mind to deliver the increased productivity required by a three-day workweek?

Tip for June 29, 2005

Marketing to older Americans: Most older Americans do not think of themselves as being old. They do not respond well to offerings identified with age. Make your appeal to health and vitality.

Tip for June 30, 2005

Classified ad titles: Your ad title may be the only chance you have to reach a prospect, so make it count. The title must stand out in a list of titles and make the reader ant to know more. Here are some tips. 1. Use 32 characters of fewer if your ad is on an online service, because that's all the space your title will be given. Don't let the best part of the title get cut off. 2. Use power words like you, now, proven, free, money, secrets, save, guarantee, new, benefits, free, fast, easy and secret. 3. Ask a question to position what you're selling as the solution to a problem. An example is "Tired of tax problems?" 4. Be as explicit as possible about what you are selling. 5. Use capital letters, asterisks, or other emphatic symbols to help key words in your ad titles stand out visually from the others. 6. Test different ad titles on different classified areas or newsgroups to see which ones pull the best.

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