It is easier to sell a solution to a problem than to sell a positive benefit.

Almost all companies are beset with problems of one sort or another. Your job, as a Guerrilla Marketer, is to spot those problems.

One of the ways you can do this is through networking. Networking is not about tooting your own horn, but about asking questions and listening to the answers. Listen attentively and keep your marketing radar attuned to the presence of problems, problems which your products or services can solve.

Don’t focus on accentuating a positive. Instead, stress the negative that your product or service can eliminate—and explain exactly how it will eliminate the negative.

Pick one problem that you solve particularly well, then find prospects with this problem and present them with your solution.