Guerrillas Emphasize First and Last

Guerrilla Marketers realize that what happens at the beginning and end of an event--like a presentation, sales encounter, or--even--a relationship is more important than what happens in the middle.

The importance of this simple lesson was driven home to me last week, when my wife and I entered a local restaurant at 12:30 PM, and the hostess at the door immediately began with a strong negative. The first words out her mouth were: "You know, we're only serving breakfast right now!" which was both accusatory and negative.

She followed up with "And we're closing next week!"